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App distribution and monetisation - theonly things more important than lines ofcodeRaam Thakrar@raamthakrar

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There is a massive opportunity in apps if you can combine thinking around product, proposition, and the problems that the “gatekeepers” are facing 1Confidential. Copyright Touchnote 2011.

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How to make money as a (brand-less) developer 2Confidential. Copyright Touchnote 2011.

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Touchnote: photo postcards from your mobile phone. 3Confidential. Copyright Touchnote 2011.

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Back to basics • Key questions that we all should be thinking about: – “Why does a consumer buy a phone?” – “What part do I play in this decision?” – “How can I make a little more money?” OEM Operator OS Software Retailer 4Confidential. Copyright Touchnote 2011.

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The view from where I’m standing • Handsets are increasingly the same • Operators are all pretty similar – ie I get signal • The OS across handsets is identical – eg Windows Phone 7 on multiple OEMs • Software is one of the best ways to differentiate Adopting a me-too strategy will not differentiate you 5Confidential. Copyright Touchnote 2011.

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So, what are most of the “distributors” doing? • Not paying for content anymore • Pushing the ubiquitous apps that are now “hygiene factor” • Not making any money out of this • Not differentiating from competitors • Not communicating, clearly, what they – want from developers – are willing to give in return 6Confidential. Copyright Touchnote 2011.

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Developers – it’s a hard world • App developers do not make an ROI on their time • Why not? – It’s very difficult to get distribution – Real monetisation models are very rare 7Confidential. Copyright Touchnote 2011.

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Mobile developer deserve to be treated like rockstars… • Application Systems Architect w/ 5 years experience 8Confidential. Copyright Touchnote 2011.

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Well, at least as much as bankers do • Private Banker w/ 5 years experience 9Confidential. Copyright Touchnote 2011.

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So, if you’re a developer what are your options today? • Develop for a big brand • Develop your own stuff in your own time on the chance that you strike gold (by chance) • Err, that’s it 10Confidential. Copyright Touchnote 2011.

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So developers, what would I do if I were you? Note – I am you. 11Confidential. Copyright Touchnote 2011.

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Here’s what we do “We’ll give you the world… if you give us distribution” 12Confidential. Copyright Touchnote 2011.

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Specifically, Touchnote gives… • Fanatically happy customers • A tangible and emotional way to show off the phone’s hardware • Money. We have a revenue model. Which means we have margin to share. 13Confidential. Copyright Touchnote 2011.

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Our humble suggestions… 14Confidential. Copyright Touchnote 2011.

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“There is a fundamental shift to a new software paradigm where apps and content have become more important for success in smart- phones and tablets, away from hardware alone” - Shaw Wu, industry analyst, Kaufman Brothers San Francisco 15Confidential. Copyright Touchnote 2011.

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Developers – this smells like opportunity • If you can leverage this new paradigm – OEMs and operators should pay a lot of attention to you – There are a lot of phones to get pushed onto – You can impact revenue indirectly directly generating money 16Confidential. Copyright Touchnote 2011.

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If you successfully identify big picture trends, it “only” comes down to timing and execution 17Confidential. Copyright Touchnote 2011.

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In mobile, much more than on web, distribution is everything 18Confidential. Copyright Touchnote 2011.

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"It has to look better than it works.”" - Russell Beattie, Strategic Technology Marketing Manager, Nokia" 19Confidential. Copyright Touchnote 2011.

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Developers, think big! 1. Develop an app that consumers love and thus influences consumer choice 2. Get in the way of money - provide the big players with a revenue stream 3. Develop apps that make phones look relevant (and incredible) eg made-for-mobile (Layar, Shazam) 4. Forget niche 20Confidential. Copyright Touchnote 2011.

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Conclusion – apps can have a much bigger impact than “your little world” 21Confidential. Copyright Touchnote 2011.

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Building a product that really sorts out other people’s problems could be highly lucrative 22Confidential. Copyright Touchnote 2011.

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Making an ROI on apps is very difficult without the help of a distributor 23Confidential. Copyright Touchnote 2011.

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Know your customer / customers. It’s probably not just the end user. 24Confidential. Copyright Touchnote 2011.

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If you can’t smell money, go and find someone to help you that can 25Confidential. Copyright Touchnote 2011.

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We’re recruiting – awesome devs of all shapes and sizes 26Confidential. Copyright Touchnote 2011.

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Thank you @raamthakrar 27Confidential. Copyright Touchnote 2011.