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Marketing Apps:
The Business of
              Joe Hayashi
VP Product Management, Platform & Tools
             April 24, 2...
An Interactive Discussion

• Priorities & Inspiration
• Best Practices... Now that you’ve got an app
  • How to use what w...
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OMG - I Made an App!         IC
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Palm Distribution - Need to Kno...
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Countries and Localization        IC
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Search - Help People Find Your ...
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Marketing 101 - Descriptions        IC
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Paratroopers Video Demo




• http://www.youtube.com/watch?
  v=xmHm4oP8vg0
Feeds, Community - Your Data   PR  BE
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joe.hayashi@palm.com
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joe.hayashi@palm.com
developer.palm.com
Marketing Apps: The Business of webOS
Marketing Apps: The Business of webOS
Marketing Apps: The Business of webOS
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Marketing Apps: The Business of webOS

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Joe Hayashi shares his experiences to help you market your webOS apps.

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Marketing Apps: The Business of webOS

  1. 1. Marketing Apps: The Business of Joe Hayashi VP Product Management, Platform & Tools April 24, 2010 joe.hayashi@palm.com
  2. 2. An Interactive Discussion • Priorities & Inspiration • Best Practices... Now that you’ve got an app • How to use what we give you • Feeds & URLs & other channels • App Marketing 101 • Some things we’ve learned • Q&A / Discussion
  3. 3. PR IO RI TI Palm - Inspired By the Web ES
  4. 4. PR IO RI TI Palm - Inspired By the Web ES DELIVER: Capabilities, ROI
  5. 5. PR IO RI TI Palm - Inspired By the Web ES DELIVER: Capabilities, ROI HOW: Freedom, Choice, Transparency, Community, Open
  6. 6. PR IO RI TI Palm - Inspired By the Web ES DELIVER: Capabilities, ROI HOW: Freedom, Choice, Transparency, Community, Open THEN: Listen, Iterate, Improve
  7. 7. PR B A ES CT T OMG - I Made an App! IC ES
  8. 8. PR B A ES CT T OMG - I Made an App! IC ES • How can I make money?
  9. 9. PR B A ES CT T OMG - I Made an App! IC ES • How can I make money?
  10. 10. PR B A ES CT T OMG - I Made an App! IC ES • How can I make money? • How do I market it? • Everyone’s catalog / store is a little different...
  11. 11. PR B A ES CT T OMG - I Made an App! IC ES • How can I make money? • How do I market it? • Everyone’s catalog / store is a little different... • Where should I distribute it?
  12. 12. PR B A ES CT T OMG - I Made an App! IC ES • How can I make money? • How do I market it? • Everyone’s catalog / store is a little different... • Where should I distribute it? • How should I distribute it? • What are these other choices?
  13. 13. PR B A ES CT T OMG - I Made an App! IC ES • How can I make money? • How do I market it? • Everyone’s catalog / store is a little different... • Where should I distribute it? • How should I distribute it? • What are these other choices? • Hot Apps Marketing Toolkit!
  14. 14. PR BE A S CT T Palm Distribution - Need to Know IC ES Choose App Catalog
  15. 15. PR BE A S CT T Palm Distribution - Need to Know IC ES Choose App Catalog
  16. 16. PR BE A S CT T Why Choose Web or Beta Channels IC ES 1 - Beta testing
  17. 17. PR BE A S CT T Why Choose Web or Beta Channels IC ES 1 - Beta testing 2 - “Rapid Release” - No review
  18. 18. PR BE A S CT T Why Choose Web or Beta Channels IC ES 1 - Beta testing 2 - “Rapid Release” - No review 3 - No thanks, I have my own distribution I’m an enterprise Don’t make me public
  19. 19. PR BE A S CT T Why Choose Web or Beta Channels IC ES 1 - Beta testing 2 - “Rapid Release” - No review 3 - No thanks, I have my own distribution I’m an enterprise Don’t make me public 4 - Because... I’m on budget I’m just kicking the tires I feel like it
  20. 20. PR BE A S CT T Channels - What Users See IC ES Highest volume $50 & Palm review
  21. 21. PR BE A S CT T Channels - What Users See IC ES Highest volume Free & Paid $50 & Palm Rapid Release review
  22. 22. PR BE A S CT T Channels - What Users See IC ES Highest volume Beta Testing Free & Paid $50 & Palm Private, w/url, Rapid Release review public
  23. 23. PR BE A S CT T Countries and Localization IC ES
  24. 24. PR BE A S CT T Search - Help People Find Your Apps IC ES Search ranking 1 - Title 2 - Company Name 3 - Descriptions 4 - Tags
  25. 25. PR BE A S CT T Marketing 101 - Descriptions IC ES
  26. 26. PR BE A S CT T Marketing 101 - Descriptions IC ES
  27. 27. PR BE A S CT T Marketing 101 - Descriptions IC ES
  28. 28. PR BE A S CT T Marketing 101 - Short, simple, clear IC ES • What is your app good for? • Why is your app different? • What are the key features? • Balance new users vs. existing users • Descriptive, unique, but sensible words - search • We know we have work to do... • Carriage returns / simple layout, etc. • What’s new in v1.x - presenting different info to different people • ...
  29. 29. PR B A ES CT T “Other” Descriptions IC ES
  30. 30. PR BE A S CT T Pictures Are Worth a 1000 Words IC ES
  31. 31. PR BE A S CT T Pictures Are Worth a 1000 Words IC ES • Great icons!
  32. 32. PR BE A S CT T Pictures Are Worth a 1000 Words IC ES • Great icons! • Screen shots - 3 on device, 5 feeds
  33. 33. PR BE A S CT T Pictures Are Worth a 1000 Words IC ES • Great icons! • Screen shots - 3 on device, 5 feeds • Videos!
  34. 34. PR BE A S CT T Pictures Are Worth a 1000 Words IC ES
  35. 35. Paratroopers Video Demo • http://www.youtube.com/watch? v=xmHm4oP8vg0
  36. 36. Feeds, Community - Your Data PR BE A S CT T Travels IC ES Palm Apps Back End Web Data Feeds Web Sites
  37. 37. Feeds, Community - Your Data PR BE A S CT T Travels IC ES Palm Apps Back End Web Data Feeds Web Sites SMS App Apps On Device Palm App Catalog Client Your App
  38. 38. Feeds, Community - Your Data PR BE A S CT T Travels IC ES Palm Apps Back End • PreCentral • webOS Roundup • Mobspot Web Data Feeds • House of Palm • myAppBox Web Sites SMS App Apps On Device Palm App Catalog Client Your App
  39. 39. Feeds, Community - Your Data PR BE A S CT T Travels IC ES Palm Apps Back End • PreCentral • webOS Roundup • Mobspot Web Data Feeds • House of Palm • myAppBox Web Sites SMS App Apps On Device • Preware Palm App Catalog Client • More Apps • AppScoop Your App
  40. 40. Feeds, Community - Your Data PR BE A S CT T Travels IC ES Palm Apps Back End • PreCentral • webOS Roundup • Mobspot Web Data Feeds • House of Palm • myAppBox Web Sites SMS App Apps On Device • Preware Palm App Catalog Client • More Apps • AppScoop Your App
  41. 41. PR BE A S CT T Use Your App URL IC ES
  42. 42. PR BE A S CT T Use Your App URL IC ES • Every app has one • Summary page for web and beta apps • http://developer.palm.com/appredirect/?packageid=YOURAPPID
  43. 43. PR BE A S CT T Use Your App URL IC ES • Every app has one • Summary page for web and beta apps • http://developer.palm.com/appredirect/?packageid=YOURAPPID • What it does • Web -> Opens “PC landing page” • On device -> Opens to your app catalog page
  44. 44. PR BE A S CT T Use Your App URL IC ES • Every app has one • Summary page for web and beta apps • http://developer.palm.com/appredirect/?packageid=YOURAPPID • What it does • Web -> Opens “PC landing page” • On device -> Opens to your app catalog page • Use it everywhere • Your web site, ads, emails, texts, tweets, forum links, you name it!
  45. 45. PR BE A S CT T Use Your App URL IC ES • Every app has one • Summary page for web and beta apps • http://developer.palm.com/appredirect/?packageid=YOURAPPID • What it does • Web -> Opens “PC landing page” • On device -> Opens to your app catalog page • Use it everywhere • Your web site, ads, emails, texts, tweets, forum links, you name it! • Caveats • URL shorteners • PC landing page redirect
  46. 46. PR BE A S CT T IC App Marketing 101 ES
  47. 47. PR BE A S CT T IC App Marketing 101 ES • Build a great app, clear UVP
  48. 48. PR BE A S CT T IC App Marketing 101 ES • Build a great app, clear UVP • Test all marketing
  49. 49. PR BE A S CT T IC App Marketing 101 ES • Build a great app, clear UVP • Test all marketing • Social media - Twitter, FB, blog
  50. 50. PR BE A S CT T IC App Marketing 101 ES • Build a great app, clear UVP • Test all marketing • Social media - Twitter, FB, blog • Lite / Free version if doing a paid app
  51. 51. PR BE A S CT T IC App Marketing 101 ES • Build a great app, clear UVP • Test all marketing • Social media - Twitter, FB, blog • Lite / Free version if doing a paid app • Buy other in app advertising, swap links, use the URLs
  52. 52. PR BE A S CT T IC App Marketing 101 ES • Build a great app, clear UVP • Test all marketing • Social media - Twitter, FB, blog • Lite / Free version if doing a paid app • Buy other in app advertising, swap links, use the URLs • Use your products to sell themselves
  53. 53. PR BE A S CT T IC App Marketing 101 ES • Build a great app, clear UVP • Test all marketing • Social media - Twitter, FB, blog • Lite / Free version if doing a paid app • Buy other in app advertising, swap links, use the URLs • Use your products to sell themselves • Advertising, share with friends, links out to your portfolio of apps
  54. 54. PR BE A S CT T IC App Marketing 101 ES • Build a great app, clear UVP • Test all marketing • Social media - Twitter, FB, blog • Lite / Free version if doing a paid app • Buy other in app advertising, swap links, use the URLs • Use your products to sell themselves • Advertising, share with friends, links out to your portfolio of apps • Leverage the community
  55. 55. PR BE A S CT T IC App Marketing 101 ES • Build a great app, clear UVP • Test all marketing • Social media - Twitter, FB, blog • Lite / Free version if doing a paid app • Buy other in app advertising, swap links, use the URLs • Use your products to sell themselves • Advertising, share with friends, links out to your portfolio of apps • Leverage the community • Engage your users - register, lifecycle: new to evangelist
  56. 56. PR BE A S CT T IC App Marketing 101 ES • Build a great app, clear UVP • Test all marketing • Social media - Twitter, FB, blog • Lite / Free version if doing a paid app • Buy other in app advertising, swap links, use the URLs • Use your products to sell themselves • Advertising, share with friends, links out to your portfolio of apps • Leverage the community • Engage your users - register, lifecycle: new to evangelist • Listen to customer feedback, engage with them
  57. 57. PR BE A S CT T IC App Marketing 101 ES • Build a great app, clear UVP • Test all marketing • Social media - Twitter, FB, blog • Lite / Free version if doing a paid app • Buy other in app advertising, swap links, use the URLs • Use your products to sell themselves • Advertising, share with friends, links out to your portfolio of apps • Leverage the community • Engage your users - register, lifecycle: new to evangelist • Listen to customer feedback, engage with them • Iterate - go fast, become #1 in your market
  58. 58. PR BE A S CT T What We’ve Heard IC ES • How do I get featured? • Build a great app, do great marketing • Migrate control from Palm to developers and the community • Make the app catalog a better sales vehicle • Make it easier for customers to buy • Richer ecosystem of tools • Metrics, Advertising, Promotional tools, Localization partners? • Provide more monetization options • Your ideas here...
  59. 59. LE A RN IN Not All Apps Are Created Equal G S
  60. 60. LE A RN IN Not All Apps Are Created Equal G S • Things everyone has
  61. 61. LE A RN IN Not All Apps Are Created Equal G S • Things everyone has • Category leaders • What is the dynamic of the app •Content vs. functional •Frequency, intensity, longevity • How big is the category?
  62. 62. LE A RN IN Not All Apps Are Created Equal G S • Things everyone has • Category leaders • What is the dynamic of the app •Content vs. functional •Frequency, intensity, longevity • How big is the category? • Gateway apps • Teachers • Introduce the user to new uses of the device • High word of mouth, leads to expansion of device use
  63. 63. LE A RN IN What’s Working? G S
  64. 64. LE A RN IN What’s Working? G S • You can see from the data... • Hot Apps Leaderboard • PDK apps
  65. 65. LE A RN IN What’s Working? G S • You can see from the data... • Hot Apps Leaderboard • PDK apps • Categories not substantially different than other platforms • Games, Productivity, Entertainment, Music, Social Networking, Lifestyle, Weather, Navigation, Travel, News, Reference, Books, Finance
  66. 66. LE A RN IN What’s Working? G S • You can see from the data... • Hot Apps Leaderboard • PDK apps • Categories not substantially different than other platforms • Games, Productivity, Entertainment, Music, Social Networking, Lifestyle, Weather, Navigation, Travel, News, Reference, Books, Finance • It’s EARLY
  67. 67. LE A RN IN What’s Working? G S • You can see from the data... • Hot Apps Leaderboard • PDK apps • Categories not substantially different than other platforms • Games, Productivity, Entertainment, Music, Social Networking, Lifestyle, Weather, Navigation, Travel, News, Reference, Books, Finance • It’s EARLY • If you are small, go gateway
  68. 68. LE A RN IN What’s Working? G S • You can see from the data... • Hot Apps Leaderboard • PDK apps • Categories not substantially different than other platforms • Games, Productivity, Entertainment, Music, Social Networking, Lifestyle, Weather, Navigation, Travel, News, Reference, Books, Finance • It’s EARLY • If you are small, go gateway • Leverage Palm’s strengths • Multitasking, notifications, web integration, integration....
  69. 69. Q&A joe.hayashi@palm.com
  70. 70. LE A RN IN Developer Considerations G S
  71. 71. LE A RN IN Developer Considerations G S • Development • Ease / Joy of development, capabilities, fragmentation
  72. 72. LE A RN IN Developer Considerations G S • Development • Ease / Joy of development, capabilities, fragmentation • Sales / ROI • Marketplace attractiveness •# of apps / installed base •# of unique purchasers & purchaser behavior • Marketplace competitiveness / Marketing opportunities
  73. 73. LE A RN IN Developer Considerations G S • Development • Ease / Joy of development, capabilities, fragmentation • Sales / ROI • Marketplace attractiveness •# of apps / installed base •# of unique purchasers & purchaser behavior • Marketplace competitiveness / Marketing opportunities • Advertising • Audience size, attractiveness of audience
  74. 74. LE A RN IN Developer Considerations G S • Development • Ease / Joy of development, capabilities, fragmentation • Sales / ROI • Marketplace attractiveness •# of apps / installed base •# of unique purchasers & purchaser behavior • Marketplace competitiveness / Marketing opportunities • Advertising • Audience size, attractiveness of audience • Cross platform imperative • Where can you learn fast?
  75. 75. Q&A joe.hayashi@palm.com
  76. 76. developer.palm.com

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