What You Need To Know About The Mobile App Business - Captivate 2013, William Volk

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What You Need To Know About The Mobile App Business

There’s a lot of hype about mobile apps. The truth is that 0.1% of apps earn over 50% of all revenue. The success stories you are hearing are ‘outliers’, exceptions to the experiences of most developers. What do you need to know to have a shot at success? This talk will give you several strategies that can make a difference. I’ll cover design, development and marketing. Learn from the mistakes of others.

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What You Need To Know About The Mobile App Business - Captivate 2013, William Volk

  1. 1. WHAT YOU NEED TO KNOW ABOUT THE MOBILE APP BUSINESS (CAPTIVATE 2013) WILLIAM VOLK CCO, PLAYSCREEN Sunday, October 6, 13
  2. 2. ABOUT ME STARTED IN GAME BUSINESS IN 1980 MANAGED TO BECOME THE VP OF ACTIVISON BEEN IN MOBILE APPS SINCE 2001 EMAIL: BVOLK@PLAYSCREEN.COM TWITTER: WILLIAM_VOLK Sunday, October 6, 13
  3. 3. TEXT 2001 WAP 2003 J2ME 2007/8 WEB APPS 2008 APP STORE 2010 FREE-TO-PLAY 2012 CONSUMABLES 2013 REAL $$ GAMES 2014 ???? ME AND MOBILE Sunday, October 6, 13
  4. 4. SO YOU WANT TO BE AN APP SUPERSTAR? Sunday, October 6, 13
  5. 5. THERE’S COMPETITION Sunday, October 6, 13
  6. 6. A LOT OF COMPETITION Sunday, October 6, 13
  7. 7. 1,257,119 APPS, 231,816 DEVS785 CARTS Sunday, October 6, 13
  8. 8. HISTORY SOFTWARE AND GAMES ORIGINALLY SOLD AT HIGH PRICES Sunday, October 6, 13
  9. 9. NOW WE SHIP MEGABYTES AND HOPE 3% WILL PAY US A FEW PENNIES A DAY PROGRESS! Sunday, October 6, 13
  10. 10. 2008 APP GOLD RUSH SOME DEVELOPERS WHO GOT IN EARLY CAPTURED MARKET SHARE WITH LITTLE OR NO EFFORT. RICHES FOR THE FIRST MOVERS. Sunday, October 6, 13
  11. 11. AS THE MARKET MATURED ... AD NETWORKS, MARKETING AND ANALYTIC FIRMS GATHER MOST OF THE REVENUE. MOST APPS FAIL. 0.5% APPS = 50% OF $ Sunday, October 6, 13
  12. 12. BUT THESE ARE‘OUTLIERS’, EXCEPTIONS TO THE EXPERIENCES OF MOST DEVELOPERS. INSTANT SUCCESS IS POSSIBLE Sunday, October 6, 13
  13. 13. MOST APPS WILL FAIL TO MAKE A PROFIT Sunday, October 6, 13
  14. 14. HOW APPS MAKE MONEY Sunday, October 6, 13
  15. 15. SOLD (PREMIUM) Sunday, October 6, 13
  16. 16. AD SUPPORTED Sunday, October 6, 13
  17. 17. FREE TO PLAY (FREEMIUM) Sunday, October 6, 13
  18. 18. HOW DO PEOPLE FIND APPS? Sunday, October 6, 13
  19. 19. WORD OF MOUTH Sunday, October 6, 13
  20. 20. CHARTS Sunday, October 6, 13
  21. 21. ADS Sunday, October 6, 13
  22. 22. GETTING STARTED Sunday, October 6, 13
  23. 23. WHAT DO YOU WANT TO BE? Sunday, October 6, 13
  24. 24. GAME DESIGNER/ PUBLISHER? Sunday, October 6, 13
  25. 25. UTILITY APP DEVELOPER Sunday, October 6, 13
  26. 26. EDUCATION APP CREATOR Sunday, October 6, 13
  27. 27. NICHES ARE GOOD! Sunday, October 6, 13
  28. 28. DESIGN NOT AN OPTION Sunday, October 6, 13
  29. 29. A DESIGN SHOULD BE A COMPLETE VISUALIZATION AND DESCRIPTION OF THE PRODUCT Sunday, October 6, 13
  30. 30. AND BE PREPARED TO THROW AWAY MUCH OF IT Sunday, October 6, 13
  31. 31. PROTOTYPE, PROTOTYPE (AND PROTOTYPE) Sunday, October 6, 13
  32. 32. PROTOTYPE PLAY CAN CONFIRM GAME DESIGN Sunday, October 6, 13
  33. 33. PRODUCING A BETTER PRODUCT Sunday, October 6, 13
  34. 34. DEVELOPMENT GOOD DEVELOPMENT STARTS WITH GREAT DESIGN Sunday, October 6, 13
  35. 35. OUT SOURCE OR IN HOUSE MANAGEMENT IS STILL REQUIRED Sunday, October 6, 13
  36. 36. DON’T FORGET MORALE IT’S IMPORTANT Sunday, October 6, 13
  37. 37. MARKETING STRATEGY IT DEPENDS Sunday, October 6, 13
  38. 38. SHIP PAID AND PRAY? Sunday, October 6, 13
  39. 39. FREE TO PLAY? Sunday, October 6, 13
  40. 40. DON’T FORGET ANALYTICS Sunday, October 6, 13
  41. 41. LOG EVERYTHING! Sunday, October 6, 13
  42. 42. HOW TO FAIL Sunday, October 6, 13
  43. 43. DON’T STUDY THE STORE Sunday, October 6, 13
  44. 44. ADVERTISE WITHOUT MEASURING RESULTS Sunday, October 6, 13
  45. 45. DEPEND ON GOOD PRESS Sunday, October 6, 13
  46. 46. NO MARKETING BUDGET Sunday, October 6, 13
  47. 47. NO REVENUE PLAN Sunday, October 6, 13
  48. 48. EXAMPLE: BOCCE BALL Sunday, October 6, 13
  49. 49. WE FAILED TO HAVE A PROVEN REVENUE PLAN Sunday, October 6, 13
  50. 50. HOW TO WIN! STRATEGY AND EXAMPLES Sunday, October 6, 13
  51. 51. KNOW THE CATEGORY GUNGHO’S “PUZZLE AND DRAGONS” Sunday, October 6, 13
  52. 52. GREAT REVENUE PLAN CSR RACING Sunday, October 6, 13
  53. 53. MARKETING AT THE START CANDY CRUSH SAGA Sunday, October 6, 13
  54. 54. STRATEGY SMALL INDIE GAME DEVELOPER Sunday, October 6, 13
  55. 55. STRATEGY LIFESTYLE APP Sunday, October 6, 13
  56. 56. STRATEGY EDUCATIONAL GAME Sunday, October 6, 13
  57. 57. STRATEGY STRONG BRAND Sunday, October 6, 13
  58. 58. APP MARKET CRASH? APPLE AND OR GOOGLE WILL EVENTUALLY FIND A WAY OF STOPPING GARBAGE FROM APPEARING ON THE STORES TEXT "THE ONLY THING I THINK THE PLATFORM HOLDERS COULD DO TO HELP IS STOP ALLOWING CRAP TO BE RELEASED. THERE'S ONLY SO MUCH SPACE FOR FEATURES AND THE END USERS ONLY HAVE SO MUCH EFFORT IN THEM TO LOOK UNDER ALL THE CATEGORIES ALL THE TIME, SO I REALLY DON'T THINK ADDING MORE OF THEM WOULD HELP MUCH ... “ - PAUL JOHNSON, MANAGING DIRECTOR AND CO-FOUNDER OF RUBICON Sunday, October 6, 13
  59. 59. CONCLUSIONS Development is hard. Marketing is difficult. Nobody knows nothing. Sunday, October 6, 13

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