How to make your app last longer than 30 days - Developer's Guide to the Parallel Universe

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This presentation provided some practical information on building mobile applications from a business perspective. Specifically around life cycle management, and linking an agile development cycle to an agile marketing cycle.

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How to make your app last longer than 30 days - Developer's Guide to the Parallel Universe

  1. 1. © Wireless Industry Partnership Connector Inc.How to MakeYour AppLast Longerthan 30 DaysMobile Biz BootcampTorontoMay 25, 2013Caroline Lewko, CEO, WIP@carolineWIP@WIPJamwww.wipconnector.com
  2. 2. © Wireless Industry Partnership Connector Inc.
  3. 3. © Wireless Industry Partnership Connector Inc.Moving at the Speed of Mobile....• Shortened cycles• BIG demand• MORE developers• Small companies & BIGCOMPANIES• HUGE growth• MORE fragmentation• OutsidersStrap yourself in....
  4. 4. © Wireless Industry Partnership Connector Inc.Even if you start with good buildingblocks, you still need a plan!
  5. 5. © Wireless Industry Partnership Connector Inc.Which would you rather claim as YOURcreation?WIP Survey says:63% of developers had aplan37% - just got coding!!
  6. 6. © Wireless Industry Partnership Connector Inc.“Don’t startlooking at yachtcatalogues toosoon! I love the fact thatthere’s probably beenabout 15B spent on makingapps, if your average appcosts 30k USD, BUT only2.8B paid out by app todevelopers… Mind thegap!”~
  7. 7. © Wireless Industry Partnership Connector Inc.7Write once, deployand wait = #fastfail!
  8. 8. © Wireless Industry Partnership Connector Inc.6/7/2013 81. Market research2. Product development & lifecyclemanagement3. Revenue and business models4. Promotion, marketing tactics,distribution and merchandising5. Measuring Customer Engagement6. Raising MoneyPlan the Plan
  9. 9. © Wireless Industry Partnership Connector Inc.• Where are they?– Geographically– Which operators?• Consumer vs Enterprise• What devices do they use?– Does this match my intendedset?• How are they segmented?– “Everybody” is not a segment– Age, interest, gender, location,profession, needs, subculturesGo where everyone else isn’tWIP Survey says:60% - Consumers20% - All (??)4% - Enterprise~ - Brands & other
  10. 10. © Wireless Industry Partnership Connector Inc.6/7/2013 101. Market research2. Product development &lifecycle management3. Revenue and business models4. Promotion, marketing tactics,distribution and merchandising5. Measuring Customer Engagement6. Raising MoneyLifecycle Management
  11. 11. © Wireless Industry Partnership Connector Inc.Software Development Lifecycle –Pick one
  12. 12. © Wireless Industry Partnership Connector Inc.Agile Development – But Don’t MissOut on what is Most ImportantCustomer
  13. 13. © Wireless Industry Partnership Connector Inc.Typical Development CycleWhat’s Wrong with this Picture?Research/ AnalysisPrototype/ ReviewCoding/debugging/IntegrationTesting /certificationDe-ploymentMarketManage/Evaluate132-6 weeks
  14. 14. © Wireless Industry Partnership Connector Inc.“Agile Marketing & Development”LifecycleResearch /AnalysisPrototype /ReviewDevelopment/ debuggingTesting /certificationDeploymentMaintain /EvaluateCustomerMarketing
  15. 15. © Wireless Industry Partnership Connector Inc.Matching Development &MarketingResearch /AnalysisPrototype /ReviewDev ‘l/debuggingTesting /certificationDeploymentMaintain /EvaluateMarketing CycleCommunication/Engagement Strategy/ChannelsDevelopment CycleAwareness /Buzz, SocialMediaBuilding EcosystemRelationshipsBeta /NextRelease forearly FeedbackEventattendance,contestsCo-market,Appstoreadvertising…Analytics,Friends,Discovery
  16. 16. © Wireless Industry Partnership Connector Inc.Awareness / Buzz,Social MediaBuilding Eco systemRelationshipsBeta /Next Releasefor early FeedbackEvent attendance,contestsCo-market,Appstoreadvertising…Analytics, Friends,DiscoveryAgile App Lifecycle ManagementResearch /AnalysisPrototype /ReviewDev ‘l/debuggingTesting /certificationDeploymentMaintain /EvaluateMarketing CycleCommunication/Engagement Strategy/ChannelsDevelopment Cycle
  17. 17. © Wireless Industry Partnership Connector Inc.Matching Development & Key PlayersResearch /AnalysisPrototype /ReviewDevelopment/ debuggingTesting /certificationDeploymentMarketMaintain /Evaluate17Socialmedia CustomersResearchAnalystInvestorcustomerOtherdevs UIXSocialmediaFriendsEventsEarlyadoptersProductMarketerTester/MarketValidatorcustomersEvangelistsinfluencersProductMarketerSocialMedia /AgencyEvangelistElephantspartnersBetagroups
  18. 18. © Wireless Industry Partnership Connector Inc.Matching Comms To Your TargetsWho… Group Comms Goals ExamplesHas therequirements/please my customerCustomer (notend user)• Make clear business ortechnical case• “ROI• Feature lists• Cost-benefits• Quantified ROI• CustomerRecommendations• Sample AppsMake me money,save me time,entertain meEnd User • Explain ease of use andimplementation• “This is how you will getit”• Documentation• Social Media• App Stores• AdvertisingCan make or breakyouMedia • Sttrong background,financiers• So what? I’ll tell ya sowhat• Testimonials• Case studies• Drinks• Early accessWants to leverageyou and not lookstupidPartners • Better together• Complimentary
  19. 19. © Wireless Industry Partnership Connector Inc.Marketing is Everyone’s responsibility
  20. 20. © Wireless Industry Partnership Connector Inc.The Art of the DivotPivot20WIP Survey says:30% - Developed 2 apps25% - 5-10 apps16% - over 10 appsRovio = ~60 appsQ: How many Apps does it take to be successful?A: In all likelihood, it is going to take more thanone big idea.
  21. 21. © Wireless Industry Partnership Connector Inc.Versioning vs Feature CreepWIP Survey says:• 28 versions!• Average 2-5 version• Regular updates to keepfresh• At least 10 more in the plans“Gathered feedback fromFaceBook fan page, andhave our 6 month roadmap”VERSION X.0Features & FunctionsMarketing & PromoRevenue ModelWhat’s a Version?2
  22. 22. © Wireless Industry Partnership Connector Inc.Good to Great Apps - APIsJuly 18 – 2012 Update: 6576Programmable Web
  23. 23. © Wireless Industry Partnership Connector Inc.Content Tools Network/CommsRetailigenceYellow APIFacebookNikeGovernmentsViafoCrittercismImmersionPayPalCarriersAggregatorsTwilioOneAPI23Good to GREAT AppsAPIs and More APIs and did I mentioned APIs
  24. 24. © Wireless Industry Partnership Connector Inc.Developer Decision Making for APIs
  25. 25. © Wireless Industry Partnership Connector Inc.Data HogThe Battery DrainerMr. FreezieLearn About AppOptimizationCachingImage sizingClosing connectionsBundling connectionsPrefetchinghttps://github.com/attdevsupport/ARODon’t Be THAT App
  26. 26. © Wireless Industry Partnership Connector Inc.6/7/2013 261. Market research2. Product development & lifecyclemanagement3. Revenue and business models4. Promotion, marketing tactics,distribution and merchandising5. Measuring Customer Engagement6. Raising MoneyPlan the Plan
  27. 27. © Wireless Industry Partnership Connector Inc.“Harder than naming a baby”WIP Survey says:67% say the importance of aname is a huge to big deal“Often the most logical name istaken, and there in lies thechallenge”“Use Google to find out howpeople find our content and whatthey are searching for”“Unknown, Untold, Unsold!”WHAT’s in a Name?
  28. 28. © Wireless Industry Partnership Connector Inc.• CV app• Technology showcase• Development services for Brand, OEM• Branded product or service B2B• Branded product or service B2C• Marketing agency• Production agency• Near-shore outsourcing• OperatorMany apps based businessmodels
  29. 29. © Wireless Industry Partnership Connector Inc.App Stores = Things to consider(based on your app and experience)THIS IS A TEST!
  30. 30. © Wireless Industry Partnership Connector Inc.App StoreDistribution≠Marketing,MerchandisingmSEODiscoverabilityAdvertisingetc. etc etc6/7/2013 30
  31. 31. © Wireless Industry Partnership Connector Inc.Reset: Time to look customer inthe eye
  32. 32. © Wireless Industry Partnership Connector Inc.
  33. 33. © Wireless Industry Partnership Connector Inc.
  34. 34. © Wireless Industry Partnership Connector Inc.34Source: iTunes, Android Market, Amazon Appstore;April 2012Where are the hot devs today? Everywhere!
  35. 35. © Wireless Industry Partnership Connector Inc.Connect with the WIP teamUpcoming: Droidcon Paris: June 17/18Droidcon London: Oct 24/25WIPJam @ mHeath DC: Dec 3-5WIPJam and Hack@MWC13: Feb 24-28www.wipconnector.comhttp://wipconnector.com/download/GuideToTheParallelUniverse_3rdEdition.pdf

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