Scott Michaels - Marketing Apps. Business of iPhone app dev. 360|iDev San Jose '09

1. Marketing iPhone Apps

2. Marketing iPhone Apps
Who am I?
• Scott Michaels, Vice President Atimi Software
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3. Marketing iPhone Apps
About Atimi
• Founded nine years ago in Vancouver BC
• Named one of BC’s fastest growing tech companies
2006 and 2007
• Founder and President, Steven Gully, named one of
Business in Vancouver's Top 40 Under 40 in 2007
• Operate as a service firm, we don’t produce product
under our own name
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4. Marketing iPhone Apps
Orchard - The Atimi iPhone Kit
Atimi created a set of features most common to iPhone
applications, allowing for faster development with high quality
• Server - Side component (messages, data, etc)
• Queue management to take care of all the interruptions to
applications (phone calls, etc)
• Photo gallery with all expected bells / whistles
• Integration with statistics tracking packages
• Mapping
• Javascript Bridge to Cocoa
• Much more...
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Atimi iPhone Releases
Access Hollywood
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Atimi iPhone Releases
New York Times
Reader
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Atimi iPhone Releases
Etch a Sketch
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Atimi iPhone Releases
HaHaHa
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Atimi iPhone Releases
Sex and the City
Carrie’s Closet 9

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Atimi iPhone Releases
Sesame Street
iRead 10

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Atimi iPhone Releases
Johnson & Johnson
CareConnector
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Atimi iPhone Releases
Poop the World
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Atimi iPhone Releases
Gin Rummy Deluxe
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Atimi iPhone Releases
Go Fish
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Marketing iPhone Applications
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In APP
Exclusivity
Locking Content
Rewarding
On your own Cross Promotion Under Served Markets Women
With your peers / frenemies Hispanic / Latino
Children
Price Clustering Price Traditional Media Print
Sales TV
Free Versions for $5 and up Advertise your App Medialets
AdMob
Required Minimum Web Presence
Greystripe
Go beyond the basics
Starting up Name and Name Reserving
Marketing iPhone Applications
SEO
Competitive Analysis Category
Adwords
iTunes Page Price
App Review Sites Review / Blogs Marketing Text Area Any Big Players?
Your Di!erentiator
Well known blogs Screenshots
Program Manager Apple Targeted Users Testimonials
Your Weaknesses
Specialist blogs Brick / Squish
UI Review Word of Mouth
Enhanced Guppy Page
Apple Build Trade Publications
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Enhanced Listing
Supporting documents Trade Sites
Make the Case for your App

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Starting Up
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Marketing iPhone Apps
Greystripe
Starting up Name and Name Reserving
Competitive Analysis Category
Price
Marketing Text Area Any Big Players?
Your Di!erentiator
Screenshots
Your Weaknesses
Brick / Squish
Enhanced Guppy Page
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How do you stay on top of what is new?
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Apple
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Required Minimum Web Presence
Go beyond the basics
Marketing iPhone Applications
SEO
Adwords
Program Manager Apple Targeted Users Te
UI Review Wo
Apple Build Tr
Supporting documents Tr
Make the Case for your App 25

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iTunes
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Marketing iPhone Apps
Starting up Name and Name Reserving
ns
Competitive Analysis
iTunes Page
Marketing Text Area
Screenshots
eted Users Testimonials
Brick / Squish
Word of Mouth
Enhanced Guppy Page
Trade Publications
Enhanced Listing
Trade Sites
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Web Presence
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36. Free Versions for $5 and up
Marketing iPhone Apps
Required Minimum Web Presence
Go beyond the basics
SEO
Adwords
/ Blogs
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Blog / Review
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38. Marketing iPhone Apps
Go beyond the basics
SEO
Adwords
App Review Sites Review / Blogs
Well known blogs
Program Man
Specialist blogs
UI Re
Apple
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Traditional Media
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40. Marketing iPhone Apps
Hispanic / Latino
Children
Traditional Media Print
TV
Advertise your App Medialets
AdMob
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Targeted Users
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42. iTunes Page
Marketing iPhone Apps
Mark
Scree
Targeted Users Testimonials
Brick
Word of Mouth
Enha
Trade Publications
Enha
Trade Sites
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ADS (Outgoing)
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Traditional Media Print
TV
Advertise your App Medialets
AdMob
Greystripe
Starting up Name and Nam
Competitive A
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In App
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In APP
Exclusivity
Locking Content
Rewarding
Under Served Markets
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Frenemies
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On your own Cross Promotion
With your peers / frenemies
Price Clustering Price
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Price
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53. Marketing iPhone Apps
With your peers / frenemies
Price Clustering Price
Sales
Free Versions for $5 and up
Required Minimum Web Presence
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Pricing Models
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Subscriptions By the Year
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Under Served Markets
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Rewarding
Under Served Markets Women
Hispanic / Latino
Children
Traditional Media
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Contact Atimi
Scott Michaels, Vice President
smic@atimi.com
(604) 787-1000
Address
311 Water Street, Suite 620
Vancouver, BC, Canada
V6B 1B8
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