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Midem 2010 Mobile Music Apps Workshop

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Midem 2010 Mobile Music Apps Workshop

  1. 1. HOW TO CREATE A SUCCESSFUL SMARTPHONE APP<br />Dominic Pride, The Sound Horizon<br />MIDEMNET Academy<br />25 January 2010<br />
  2. 2. TODAY’S MIDEMNET ACADEMY SESSION<br />What’s going on with mobile apps?<br />What’s successful in music apps ?<br />What the opportunity for artists?<br />Five steps to app success <br />Q&A<br />Download this presentation at<br /><br /><br /><br />@thesoundhorizon<br />
  3. 3. 2009: MOBILE APPS EXPLODE<br /><ul><li>Why now?
  4. 4. Smartphone power / experience
  5. 5. Unlimited data plans
  6. 6. Developer ecosystem
  7. 7. Billions of downloads
  8. 8. Apple: 3bn to date
  9. 9. Getjar: 769m to date
  10. 10. Nokia OVI: 1m+ / day
  11. 11. Stores everywhere
  12. 12. +/-25 stores
  13. 13. Handset Brands
  14. 14. Network Operators
  15. 15. Platforms
  16. 16. Independents
  17. 17. Significant revenue
  18. 18. $2.5 BN in 2009</li></ul>Sources: ,Gartner Inc. Apple, Getjar, Flurry, Nokia, Distimo<br />
  19. 19. 2010 AND BEYOND: APPS STAY HOT<br />Mobile Apps In 2013<br /><ul><li>Apps go beyond mobile phones</li></ul> -Handhelds<br /> -Slates<br /> -Consoles<br /> -TVs<br />21.7 BN<br />$29.5 BN<br />Downloads<br />Revenues<br /><ul><li>Smartphones get super-smart while “dumb” phones get smarter</li></ul>2009: Smartphone<br />2010: Superphone<br />Sources: Gartner Inc., Flurry<br />Apps will become the dominant way we interact with content and services<br />
  20. 20. WHAT’S DRIVING MUSIC APPS? <br />Creation:<br /><ul><li>Playing
  21. 21. Learning
  22. 22. Generating</li></ul>Services:<br /><ul><li>Recognition
  23. 23. Streaming
  24. 24. Radio</li></ul>Interaction:<br /><ul><li>Remixing
  25. 25. Scratching
  26. 26. Karaoke</li></ul>Artist:<br /><ul><li>Impersonating
  27. 27. Games
  28. 28. Updates</li></ul>Access:<br /><ul><li>Audio / Video
  29. 29. Themed compilation</li></ul>Sources: Apple AppStore / Distimo / The Sound Horizon Analysis <br />Making, discovering and interacting with music are the most popular themes<br />
  30. 30. INGREDIENTS FOR SUCESSFUL APPS<br />Most Popular Free (US)*<br />Most Popular Paid (US)*<br />Most Grossing (US)*<br />Pandora<br />WHAT: Interactive streaming<br />WHY:<br />Immersive, personal.<br />Unlimited music and context.<br />Ocarina<br />WHAT:<br />Virtual instrument<br />WHY?:<br />Active engagement.<br />“Perform to the world.”<br />I Am T-Pain<br />WHAT:<br />“Auto-tune” singalong and share<br />WHY?:<br />Active.<br />engagement.<br />Community.<br />1<br />1<br />1<br />Shazam<br />WHAT: Recognition and discovery<br />WHY:<br />Strong mobile utility premium.<br />Innovative use for mobile<br />2<br />2<br />I Am T-Pain<br />WHAT:<br />“Auto-tune”singalong and share<br />WHY?:<br />Active<br />engagement.<br />Community.<br />Guitar Toolkit<br />WHAT:<br />Metronome, chords & tuner<br />WHY?:<br />“Multitool” approach and mobile premium.<br />2<br />*May- December 2009. Sources: Apple AppStore / Distimo<br />
  31. 31. APPS = OPPORTUNITIES TO CONNECT<br />Your artists<br />Your innovative app<br />App Stores<br />Your hyper- connected fans<br /><ul><li>Want to engage with artists and other fans
  32. 32. Want new ways to use their smartphones
  33. 33. Want hit products and differentiation
  34. 34. Looking to add value to mobile brand
  35. 35. Looking for new and relevant ways to connect with audiences
  36. 36. More digital natives!
  37. 37. Your chance to entertain mobile fans…</li></ul>then upsell<br />Apps let artists connect with fans and fans connect with each other<br />…..…so what are you waiting for ?<br />
  38. 38. Five Steps to Apps Success<br />
  39. 39. STEP 1: STRATEGIES FOR SUCCESS<br /><ul><li> Do you need an app?</li></ul> -will your fans use it?<br /><ul><li> Which platforms and where?
  40. 40. What’s your key goal? </li></ul> -free vs. premium vs. freemium<br /><ul><li> What will you measure?
  41. 41. Is your artist involved?
  42. 42. How does it fit your digital strategy?</li></li></ul><li>STEP 2: DESIGN FOR MOBILE<br /><ul><li>Exploit mobility</li></ul> -Location<br /> -Community<br /> -Currency <br /> -Personalisation<br /><ul><li>Recognise the platform</li></ul> -UI and interaction<br /> -Integrate with apps / features<br />
  43. 43. STEP 3: BUILD AND TEST YOUR APP<br />Some options for building your app<br />Use (and re-use) web elements! <br />You are the publisher.<br />Test and take quality seriously. Your users will!<br />
  44. 44. STEP 4: LAUNCH ON STORE<br /><ul><li>Getting approval</li></ul>-Anticipate and budget time<br /><ul><li>Communication</li></ul> -Be there for questions<br /><ul><li>Take care of details</li></ul> -T&Cs<br /> -Marketing materials<br /> -Target your app<br />
  45. 45. STEP 5: PROMOTE AND SUPPORT<br /><ul><li>Pitch for those promo slots</li></ul> -Account manage your stores!<br /><ul><li>Let the product do your marketing</li></ul>-Feedback is precious<br /><ul><li>Mobile Ads</li></ul> -Target relevant handsets<br /><ul><li>Use your existing channels</li></ul> -Tell fans to tell other fans<br />
  46. 46. YOUR 5 STEPS TO APP SUCCESS<br />ENTERTAIN US !<br />INVOLVE US! !<br />Harness fan power<br />Support your app store partners<br />Take ownership of quality<br />Innovate<br />Engage <br />Simplify<br /> Have a clear app strategy<br />
  47. 47. Let’s talk !<br /><br /><br /><br /><br />Twitter: @thesoundhorizon<br />
  48. 48. 15<br />Application stores & developer programmes<br />In addition to the application stores, many handset manufacturers and operators run their own developer programmes eg RIM’s Alliance Programme, O2’s Litmus and Nokia’s Launchpad. These are communities or ‘innovation incubators’ providing support and feedback for developers, while giving the companies first sight of the most innovative applications.<br />Useful websites:<br /> lists app stores and developer programmes<br /> categorises the main app stores by operator/handset <br />Find an ally within each developer programme and ‘network, network, network…’<br />
  49. 49. GARTNER INC: PROJECTED APPS GROWTH<br />Source: Gartner Inc. 2010<br />
  50. 50. WHERE ARE MUSIC APPS?<br />...not in the top 10 categories overall in Europeor US….<br />…but No.4 in the Apple App Store…<br />…and helping to drive other key categories… <br />.. and adding spice to app stores retail mix!<br />Source: Comscore. 3 month average ending Sept. 09. All App stores. <br />
  51. 51. ABOUT MEF<br />Who is MEF?Mobile Entertainment Forum is the leading global trade body representing all parts of the mobile media ecosystem with headquarters in London and regional chapters in Americas, Asia, EMEA and LATAM.<br />Why join? <br /><ul><li> Networking & business development via MEF Connects member events to facilitate market entry
  52. 52. MEF working groups addressing key industry issues e.g. Content Sales Reporting
  53. 53. Regulation summaries keeping you up-to-speed on regulation affecting your business
  54. 54. Access to research via our network of strategic partners</li></ul>Who are members?<br />160 companies from across the value chain including:<br /><ul><li> Network operatorse.g.Vodafone, Telecom Italia, Turkcell, MTN, Orange
  55. 55. Content ownerse.g.SonyPictures, Sony Music, BBC, Axel Springer
  56. 56. Technology platform providers e.g.24-7 Entertainment, Aspiro, Muzicall, Omnifone, Shazam</li></ul>See for a full list of members.<br />

Editor's Notes

  • Range and depthApple: 100KGetjar: 59KAndroid: 15KRIM: 4K