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Commissioning Apps - An Entertainment Category Checklist

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Australian Broadcasting Corporation's Digital Business shares insights into commissioning apps to support TV brands.

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Commissioning Apps - An Entertainment Category Checklist

  1. 1. ABC Digital BusinessCommissioning and Building AppsAn Entertainment Category Checklist
  2. 2. ABC’s commercial mobile development2005 - 2009 2010 2011 2012ABC For Kids News, kids and iOS: iOS: iOS:-World first pre- entertainment Beached Az Phillippa Finch Bananas in PJsschool mobile content ABC For Kids Spicks Quiz Randlingchannel on syndicated to Angry Boys3 Mobile multiple telco, Bananas in Pyjamas media, and retail Android: partners Story Cloud
  3. 3. Source: App Annie 2012Australia not a small market for apps - 6% of paid market where UKis 8%. Nevertheless, difficult to be profitable.
  4. 4. Commercial Success• Loved and trusted Australian kids brand• Over 400k accumulated users• 49,000 uniques per month• 10% conversion – iTunes click-throughs
  5. 5. Commercial Success • Huge viral hit • Young male audience • Early technology adopters • Eps, Game, Sound board • Inexpensive build
  6. 6. Critical Success• #1 in Paid Entertainment• Good engagement: • 14,000 sessions June • 422 avg daily users • 10mins avg session time• IAP quiz packs very popular• High dev costs affect profitability
  7. 7. Critical Success• FREE at launch• Over 50k installs in 1st Month• Simple but feels rich• Uptick in other Bananas apps as customers explore• Better ratings when free – price big factor in customers’ perceived value equation
  8. 8. App Install TrendsInstalls follow very similar trajectory regardless of pricing strategy.Apple promotion creates large spike at launch.
  9. 9. In App Purchase behaviour over same period
  10. 10. The checklist for commissioning appsPhoto credit: Art Alahay
  11. 11. 1. Have a clear idea what you want to achieve• What behaviour do you want your audience to exhibit on encountering your brand in this space? – Who are they? What will THEY want from your brand?• Engagement via digital channels? – Keep it simple – Consider the app part of your marketing budget and scale development accordingly – Include snippets of free content• Brand awareness? – Choose a cheaper channel – Where you have more control over findability• If you do want to generate revenue for the brand, go in with eyes open...
  12. 12. 2. Choose a business model that makes sensefor the medium
  13. 13. FREE FREEMIUM PAID• Most popular with • Make sure you have • Works in some App Store enough “mium” to go instances audiences with the free • Needs a large• Possibly even more • Teaser content drive addressable audience important than to paid content (global) quality??! • In App Purchase • With the means • Run FREE sales to market to them on app and still • Content owners could monetise consider global • IAP content licensing to 3rd parties MUST be along with other meaningful and content desired
  14. 14. 3. Control costs tightly• Native app dev very expensive compared with the potential for direct revenue• Look for Minimum Viable Products that will satisfy audience• Sacrifice notional equity and partner with your developer for a revenue share – You can share IP, or retain IP and split revenue only• Added advantage -- developer more invested in the product, rather than just the project – can lead to better outcomes
  15. 15. Engaging development partners ona work for hire basis...• Dedicate your own product owner or producer to the project – Give them decision-making authority and responsibility• Look closely at development partner’s project management processes and practice – Dedicated producer/PM is critical• And QA practices – Ask for detailed test plans as one of the deliverables – Do they automate testing? – Use an online tracking tool for bug reporting.• Agree number of rounds of changes you can have for your budget• Include analytics implementation as a deliverable
  16. 16. 4. Reserve budget for post-release andmeasure user behaviour• Spend time determining the audience behaviour you will measure early on in the build – Step through your app wireframes to do this• Implement and test the analytics before release• Don’t spend all your budget getting to launch – release with an MVP• Do spend time interpreting the results – you’ll learn where you should be putting the rest of your budget
  17. 17. 5. Remember your app is a product, not a project• Monitor user behaviour• Optimise the app based on user behaviour and feedback• Actively manage app pricing and promotions• Actively use social media if every app is a startup – viral is your main driver of growth
  18. 18. The Checklist Recap 1. Have a clear idea what you want to achieve, how you want audiences to act 2. Choose a business model that makes sense for the medium 3. Tightly control the development costs (and/or consider rev share partnerships) 4. Reserve budget for post- release and measure user behaviour 5. Remember your app is not a project, it’s a product. Resource its ongoing management.
  19. 19. Thank you@mslissaMelissa FirthABC Digital Business

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