Making Money
                          in Mobile
                        by Mark Murphy, CommonsWare




Sunday, March 7, ...
The Slashdot Way

                    • Write an app
                    • Publish the app on the dominant market
        ...
Catalog Conundrum
                    • Catalogs
                     • Lots of products
                     • Small list...
Brownian Motion

                    • Role of catalogs
                     • Get your product out to many eyeballs
     ...
Segments, in 2D!

                    • Horizontal = all Android users
                     • Difficult to reach, different...
How the World Works

                    • What you really need
                     • Identifiable segment
               ...
Values, Great and Small
                    • Horizontal
                     • Comparing you to everything else
         ...
Slashdot Guide, Redux
                    • Identify a reachable segment
                    • Write a quality app with a ...
Applying Drake

                                 Same concept applies
                                 in marketing: segme...
Ends and Means
                    • App as end
                     • 1:1 sales to individual users
                     ...
Let’s Make a Deal
                    • Bulk licensing of app
                     • Enterprises
                     • Mo...
Free! Not Just for Beer!
                    • Freemium Strategies = Make the App...
                     • ...sell the ad...
Developers ^ 3
                    • Developer tools
                    • Help, support frameworks
                    • ...
Box? There’s a Box?
                    • Bug hunter
                    • Enterprise customizer
                    • Gur...
Common Themes
                    • Role of apps
                     • Proof of ability
                     • “Force mul...
Required Reading

                    • Blog posts
                     • Android Business Models
                        ...
Summary

                    • 1:1 App Sales
                     • Don’t “post and pray” -- have a strategy
             ...
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Making Money At Mobile

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Slides from presentation at March 2010 "Chicago Day of Mobile" conference. xkcd comic courtesy of xkcd.com and the incomparable Randall Munroe.

Published in: Technology

Making Money At Mobile

  1. 1. Making Money in Mobile by Mark Murphy, CommonsWare Sunday, March 7, 2010
  2. 2. The Slashdot Way • Write an app • Publish the app on the dominant market • ???? • PROFIT! Sunday, March 7, 2010
  3. 3. Catalog Conundrum • Catalogs • Lots of products • Small listings • Single place to order • Android Market, iPhone App Store are catalogs Sunday, March 7, 2010
  4. 4. Brownian Motion • Role of catalogs • Get your product out to many eyeballs • Minimize barriers to purchase • Result? • Random people finding random products Sunday, March 7, 2010
  5. 5. Segments, in 2D! • Horizontal = all Android users • Difficult to reach, differentiate, serve • Vertical = all cyclists • Serve a segment, not a platform Sunday, March 7, 2010
  6. 6. How the World Works • What you really need • Identifiable segment • Reachable segment • Unique selling proposition • Something worth buying Sunday, March 7, 2010
  7. 7. Values, Great and Small • Horizontal • Comparing you to everything else • Net: price driven down • Vertical • Comparing you to targeted competition • Net: greater odds of value-based pricing Sunday, March 7, 2010
  8. 8. Slashdot Guide, Redux • Identify a reachable segment • Write a quality app with a unique selling proposition • Publish the app wherever segment might find it • Communicate with that segment • PROFIT!!! (we hope) Sunday, March 7, 2010
  9. 9. Applying Drake Same concept applies in marketing: segment gets progressively filtered by exposure, interest, price issues, etc. Sunday, March 7, 2010
  10. 10. Ends and Means • App as end • 1:1 sales to individual users • Always a tough market, anywhere • App as means • Making money beyond, or instead of, 1:1 sales to individual users Sunday, March 7, 2010
  11. 11. Let’s Make a Deal • Bulk licensing of app • Enterprises • Mobile carriers and device manufacturers • Universities • Content and Service Providers • Etc. Sunday, March 7, 2010
  12. 12. Free! Not Just for Beer! • Freemium Strategies = Make the App... • ...sell the ad space, analytics, ... • ...sell the plugins, remixes, map editors, ... • ...sell the online account • ...sell the content • ...sell the firm Sunday, March 7, 2010
  13. 13. Developers ^ 3 • Developer tools • Help, support frameworks • Cross-platform development kits • Services: translations, testing, porting, UX, marketing • Agency for foreign developers Sunday, March 7, 2010
  14. 14. Box? There’s a Box? • Bug hunter • Enterprise customizer • Guru: mobileetc. native code translation, accessibility, JS, • Talent agent • App generator • Augmented reality layer builder Sunday, March 7, 2010
  15. 15. Common Themes • Role of apps • Proof of ability • “Force multiplier” • Salable asset (to people, firms, acquirers) • Finding and serving niche markets • More opportunities with OEM-able OSes Sunday, March 7, 2010
  16. 16. Required Reading • Blog posts • Android Business Models http://bit.ly/andbizmodels2 • FREE (Chris Anderson) • Seth Godin, Tara Hunt, et. al. Sunday, March 7, 2010
  17. 17. Summary • 1:1 App Sales • Don’t “post and pray” -- have a strategy • Find, know, talk to your segment • Pick platform(s) to serve the segment • Think beyond selling apps to individuals Sunday, March 7, 2010

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