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iPRANK
                Course 739 - Service Marketing & New Technologies


                           19310 - Jacob Leande...
Voice changer
     Pre-recorded messages




                                        Hide your number
   Voice collections...
IPHONE
          • Originally        launched in June 2007

          • 17.4m          units sold

          • Available  ...
Original iPhone   iPhone 3G   Coming soon




Thursday, March 19, 2009
USER DEMOGRAPHICS
                                                                       -18 år
                          ...
Thursday, March 19, 2009
APP STORE
     • 500,000,000              downloads

     • 25,000              applications

     • 70%           / 30% s...
BUSINESS MODELS
     • Paid

     • Advertisment-supported

     • Branded              applications

     • Freemium




...
PRICING


                                                    Free
                                                   23.0...
PRICING DISTRIBUTION




        Source: Edible Apple, The iTunes App Store is thriving, http://www.edibleapple.com/the-it...
ILLUSION LABS




Thursday, March 19, 2009
ILLUSION LABS




Thursday, March 19, 2009
ILLUSION LABS




Thursday, March 19, 2009
ILLUSION LABS




Thursday, March 19, 2009
ILLUSION LABS




Thursday, March 19, 2009
IFART




Thursday, March 19, 2009
IFART
                              Date         Downloads   Overall rank
                           Dec 14, 2008       84...
OUR BUSINESS MODEL
     • Free           or $0.99

     • Paid          application reach only 18%

     • After-sale     ...
MARKETING STRATEGY




Thursday, March 19, 2009
OUTSIDE OF APP STORE

     • Viral          ingredients of application

     • Sharing             functionality

     • W...
DIFFERENT SCENARIOS




                                                       $
     • Scenario            1 - 50k free o...
”There's no chance that the iPhone is going to get
                                     any significant market share”




 ...
”There's no chance that the iPhone is going to get
                                     any significant market share”




 ...
?
                           QUESTIONS




Thursday, March 19, 2009
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  1. 1. iPRANK Course 739 - Service Marketing & New Technologies 19310 - Jacob Leander-Olsson 19781 - Martin Sandberg 21440 - Niklas Olsson Thursday, March 19, 2009
  2. 2. Voice changer Pre-recorded messages Hide your number Voice collections that allow user to ”dictate” conversation Recording & sharing Downloadable capabilities content Thursday, March 19, 2009
  3. 3. IPHONE • Originally launched in June 2007 • 17.4m units sold • Available in eighty-four countries Thursday, March 19, 2009
  4. 4. Original iPhone iPhone 3G Coming soon Thursday, March 19, 2009
  5. 5. USER DEMOGRAPHICS -18 år 51+ år 0.5 % 11.5 % 18-25 år 20.0 % 41-50 år 13.0 % 26-30 år 29.0 % 31-40 år 26.0 % Source: Spoiledmilk, Quick guide to iPhone apps, http://www.spoiledmilk.ch/blog/?p=551 Thursday, March 19, 2009
  6. 6. Thursday, March 19, 2009
  7. 7. APP STORE • 500,000,000 downloads • 25,000 applications • 70% / 30% split • 250m USD turnover in seven months • Competition from other application stores Thursday, March 19, 2009
  8. 8. BUSINESS MODELS • Paid • Advertisment-supported • Branded applications • Freemium Thursday, March 19, 2009
  9. 9. PRICING Free 23.0 % Paid 77.0 % Source: Edible Apple, The iTunes App Store is thriving, http://www.edibleapple.com/the-itunes-app-store-is-thriving/ Thursday, March 19, 2009
  10. 10. PRICING DISTRIBUTION Source: Edible Apple, The iTunes App Store is thriving, http://www.edibleapple.com/the-itunes-app-store-is-thriving/ Thursday, March 19, 2009
  11. 11. ILLUSION LABS Thursday, March 19, 2009
  12. 12. ILLUSION LABS Thursday, March 19, 2009
  13. 13. ILLUSION LABS Thursday, March 19, 2009
  14. 14. ILLUSION LABS Thursday, March 19, 2009
  15. 15. ILLUSION LABS Thursday, March 19, 2009
  16. 16. IFART Thursday, March 19, 2009
  17. 17. IFART Date Downloads Overall rank Dec 14, 2008 841 # 76 Dec 15, 2008 1,510 # 39 Dec 16, 2008 1,797 # 22 Dec 17, 2008 2,836 # 15 Dec 18, 2008 3,086 # 10 Dec 19, 2008 3,117 #9 Dec 20, 2008 5,497 #4 Dec 21, 2008 9,760 #2 Dec 22, 2008 13,274 #1 Dec 23, 2008 13,349 #1 Dec 24, 2008 19,520 #1 Dec 25, 2008 38,927 #1 Thursday, March 19, 2009
  18. 18. OUR BUSINESS MODEL • Free or $0.99 • Paid application reach only 18% • After-sale revenue equilibrium of $0.217 30000 $0.4 22500 $0.3 Revenues (USD) $0.2 15000 Project cost $0.1 7500 0 5k 10k 20k 30k 50k 75k 100k Thursday, March 19, 2009
  19. 19. MARKETING STRATEGY Thursday, March 19, 2009
  20. 20. OUTSIDE OF APP STORE • Viral ingredients of application • Sharing functionality • Website • Get a decent initial user base Thursday, March 19, 2009
  21. 21. DIFFERENT SCENARIOS $ • Scenario 1 - 50k free or 10k paid • Scenario 2 - 200k free or 40k paid • Scenario 3 - 7.2m or 360k paid Thursday, March 19, 2009
  22. 22. ”There's no chance that the iPhone is going to get any significant market share” ”I don't think anybody is going to be looking at these phones in the same way again” Thursday, March 19, 2009
  23. 23. ”There's no chance that the iPhone is going to get any significant market share” ”I don't think anybody is going to be looking at these phones in the same way again” Thursday, March 19, 2009
  24. 24. ? QUESTIONS Thursday, March 19, 2009

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