Building an iPhone Business Elia Freedman www.eliainsider.com twitter: eliajf
Copyright © Infinity Softworks, Inc. CONFIDENTIAL Which amazing mobile platform? …  Palm (circa 1997-9) # Developers Year ...
Copyright © Infinity Softworks, Inc. CONFIDENTIAL iPhone: 1 Billion App Downloads apple.com
Copyright © Infinity Softworks, Inc. CONFIDENTIAL 120 Million Apps Sold $222M in Net Revenue Pinch Media/O’Reilly Press 78...
Copyright © Infinity Softworks, Inc. CONFIDENTIAL A very long tail for paid apps… Top 100 Paid Apps (0.4%) Revenues: 15% M...
Copyright © Infinity Softworks, Inc. CONFIDENTIAL A very long tail for paid apps… Average Net Revenue/App: $2,967 per mont...
Copyright © Infinity Softworks, Inc. CONFIDENTIAL Business : profit-seeking enterprise. dictionary.com
Copyright © Infinity Softworks, Inc. CONFIDENTIAL Doesn’t feel like a pot of gold.
Copyright © Infinity Softworks, Inc. CONFIDENTIAL Who is this guy speaking? <ul><li>12 years in business </li></ul><ul><li...
Copyright © Infinity Softworks, Inc. CONFIDENTIAL How we built? <ul><li>Strategic Partnerships </li></ul><ul><li>Distribut...
Copyright © Infinity Softworks, Inc. CONFIDENTIAL How do we build now?
Copyright © Infinity Softworks, Inc. CONFIDENTIAL Get Lucky?
Copyright © Infinity Softworks, Inc. CONFIDENTIAL Marketing Place Price Promotion Product
Copyright © Infinity Softworks, Inc. CONFIDENTIAL Place
Copyright © Infinity Softworks, Inc. CONFIDENTIAL Place <ul><li>Good </li></ul><ul><li>Great user experience </li></ul><ul...
Copyright © Infinity Softworks, Inc. CONFIDENTIAL Price Price (US$ ) 148apps.com
Copyright © Infinity Softworks, Inc. CONFIDENTIAL Price Price (US$ ) 148apps.com Prices so low: buy cheapest option then t...
Copyright © Infinity Softworks, Inc. CONFIDENTIAL Promotion Buy My App <ul><li>Top Paid Apps (Category or Store) </li></ul...
Copyright © Infinity Softworks, Inc. CONFIDENTIAL Limited Levers Price Search Top Paid
Copyright © Infinity Softworks, Inc. CONFIDENTIAL Product Free, Lite or LE Multiple Apps Cross Platform
Copyright © Infinity Softworks, Inc. CONFIDENTIAL Product Add-Ons Subscriptions
Copyright © Infinity Softworks, Inc. CONFIDENTIAL Product Cloud or Desktop Companion
Copyright © Infinity Softworks, Inc. CONFIDENTIAL <ul><li>Think… </li></ul><ul><li>of AppStore as no easy money </li></ul>...
www.eliainsider.com twitter: eliajf Elia Freedman [email_address]
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Building an iPhone Business

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With 12 years of mobile development and sales experience and an application in the App Store, I take a realistic look at the benefits and challenges of building a business an iPhone business.

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Building an iPhone Business

  1. 1. Building an iPhone Business Elia Freedman www.eliainsider.com twitter: eliajf
  2. 2. Copyright © Infinity Softworks, Inc. CONFIDENTIAL Which amazing mobile platform? … Palm (circa 1997-9) # Developers Year 2 Unit Sales Growth
  3. 3. Copyright © Infinity Softworks, Inc. CONFIDENTIAL iPhone: 1 Billion App Downloads apple.com
  4. 4. Copyright © Infinity Softworks, Inc. CONFIDENTIAL 120 Million Apps Sold $222M in Net Revenue Pinch Media/O’Reilly Press 78% of apps producing 12% of downloads.
  5. 5. Copyright © Infinity Softworks, Inc. CONFIDENTIAL A very long tail for paid apps… Top 100 Paid Apps (0.4%) Revenues: 15% Macrumors.com
  6. 6. Copyright © Infinity Softworks, Inc. CONFIDENTIAL A very long tail for paid apps… Average Net Revenue/App: $2,967 per month: $330
  7. 7. Copyright © Infinity Softworks, Inc. CONFIDENTIAL Business : profit-seeking enterprise. dictionary.com
  8. 8. Copyright © Infinity Softworks, Inc. CONFIDENTIAL Doesn’t feel like a pot of gold.
  9. 9. Copyright © Infinity Softworks, Inc. CONFIDENTIAL Who is this guy speaking? <ul><li>12 years in business </li></ul><ul><li>15 million distributed </li></ul><ul><li>80% of handhelds </li></ul><ul><li>Death by Palm </li></ul><ul><li>Raised $750k </li></ul>
  10. 10. Copyright © Infinity Softworks, Inc. CONFIDENTIAL How we built? <ul><li>Strategic Partnerships </li></ul><ul><li>Distributor Network </li></ul><ul><li>Referral Programs </li></ul>
  11. 11. Copyright © Infinity Softworks, Inc. CONFIDENTIAL How do we build now?
  12. 12. Copyright © Infinity Softworks, Inc. CONFIDENTIAL Get Lucky?
  13. 13. Copyright © Infinity Softworks, Inc. CONFIDENTIAL Marketing Place Price Promotion Product
  14. 14. Copyright © Infinity Softworks, Inc. CONFIDENTIAL Place
  15. 15. Copyright © Infinity Softworks, Inc. CONFIDENTIAL Place <ul><li>Good </li></ul><ul><li>Great user experience </li></ul><ul><li>Margins excellent (for mobile) </li></ul><ul><li>Minimizes tech support </li></ul><ul><li>Bad </li></ul><ul><li>Play by Apple’s rules </li></ul><ul><li>Prices depressed artificially </li></ul><ul><li>Eliminates many promotion options </li></ul>
  16. 16. Copyright © Infinity Softworks, Inc. CONFIDENTIAL Price Price (US$ ) 148apps.com
  17. 17. Copyright © Infinity Softworks, Inc. CONFIDENTIAL Price Price (US$ ) 148apps.com Prices so low: buy cheapest option then try something else Impulse buy! (Great for games) - or -
  18. 18. Copyright © Infinity Softworks, Inc. CONFIDENTIAL Promotion Buy My App <ul><li>Top Paid Apps (Category or Store) </li></ul><ul><li>AppStore Search Terms </li></ul><ul><li>Word of Mouth </li></ul><ul><li>Vertical Marketing </li></ul><ul><li>Bloggers (for the right apps) </li></ul>
  19. 19. Copyright © Infinity Softworks, Inc. CONFIDENTIAL Limited Levers Price Search Top Paid
  20. 20. Copyright © Infinity Softworks, Inc. CONFIDENTIAL Product Free, Lite or LE Multiple Apps Cross Platform
  21. 21. Copyright © Infinity Softworks, Inc. CONFIDENTIAL Product Add-Ons Subscriptions
  22. 22. Copyright © Infinity Softworks, Inc. CONFIDENTIAL Product Cloud or Desktop Companion
  23. 23. Copyright © Infinity Softworks, Inc. CONFIDENTIAL <ul><li>Think… </li></ul><ul><li>of AppStore as no easy money </li></ul><ul><li>highly vertical (higher prices, promotion) </li></ul><ul><li>highly horizontal (appeal to everyone) </li></ul><ul><li>intro and advanced products </li></ul><ul><li>about moving beyond iPhone </li></ul><ul><li>how to not watch sales every day (it’s driving me crazy!) </li></ul>
  24. 24. www.eliainsider.com twitter: eliajf Elia Freedman [email_address]

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