The document discusses the top 5 decision points that are important for developing a successful mobile app: 1. Determine the main purpose of the app and focus on solving a specific problem or need. 2. Identify the target customer and understand what functionality and design will appeal to them. 3. Research competitors and identify ways to differentiate your app. 4. Choose which platform(s) to develop for based on the target customer and market potential. 5. Decide on a price point, whether to charge for the app or use advertising, based on competitive apps and the app's value.

1. So You Want a Mobile App, What now?Lisa Calkins, CEO of Amadeus Consulting

2. About Me CEO & Co-Founder of Amadeus Consulting

3. Mobile App Development, Strategy and User!

4. Previously worked with Andersen Consulting (now Accenture)

5. Scuba Enthusiast & Certified Instructor About Amadeus ConsultingStarted in 1994 with business partner John BassoPassion for TechnologyNamed Top Mobile App Developer 2009 & 2010Custom Technology Solutions focused on business resultsLarge-Scale Software Mobile Apps24x7 SupportSearch Visibility

6. Some Amadeus Consulting’s Apps…

7. Brief History of Mobile Apps…Have actually been around for about 13 years

8. Apple iPhone launch started in 2007

9. We have received over 1,000 mobile inquiries over the last two years, built a dedicated team

10. Currently there are:

11. 400,000+ apps on the Apple App Store

12. ~30% free, ~70% paid

13. 250,000 on the Android App Market

14. 20,000 on the BlackBerry World

15. 9,000 on the Windows Phone 7 MarketGoal for the EveningShare the 5 major factors that drive successful mobile app developmentPurpose of the AppTarget AudienceCompetitionPlatformPromotionWalk through YOUR great ideas Take-away tips to create successful mobile apps

16. Why talk about the Top 5 Decision Points?Helps create good strategy for your application, flesh out your idea

17. This will drive the requirements for the application

18. Deciding these things prior to development will save you time and moneyThe #1 Question: Budgeting for an App It truly depends on the core functionality of the application

19. Data, web services, integration points

20. Custom Graphics

21. Apps can run anywhere from $10k-$50k (Enterprise Level)Decision Point 1: What is the Main Purpose of the Application?In other words: ‘What is the one thing that your app will do very well?’

22. Here are a few examples of applications that have been successful because they have one main purpose:Angry BirdsMap My RunStop Watch App

23. Why Singularity is Good in Mobile AppsFinding a good solution to a common problemLimited in feature set, but serve the immediate needToo many apps try to solve too many needs making all of these things difficult:Classification in App StoreName of the AppUser Interface (too many buttons!)PromotionWhere is the closest restaurant near me?

24. Decision Point 2: Who is your target customer/user? Identifying your user can inform many decisions:What kind of app you want? (critical functionality, look and feel)What entices your audience?What platform fits your user

25. So Who is YOUR User?Age, Gender, Purpose (Business or Leisure?)Why do they need this application? What problem does it solve for them?General Apps ≠ Bad, it just means you have a larger set of users

26. Decision Point 3:How do I make my App different than my competition?With as many applications in the market, this is a critical consideration

27. Do your Research:Search for your idea on the app store find the top few performing apps that are similarCount the number of downloads and sale price of those apps Also look at how long those the app has been live on the storeRead user reviews Try a Google or Bing search competitor apps to see what press they have receivedCheck on Facebook, Twitter, and other social media sites to see their social activity

28. Decision Point 4: Which Platform(s) to develop on?Or as we like to call them at Amadeus: The Fab FouriPhone

29. Android

30. BlackBerry

31. Windows Phone 7Let’s Break them Down…

32. iPhone: The Casual UserDemographics: The iPhone started out as being characterized as a product for the young and rich, which has shaped its image ever since. However, as far as smartphones go, it is widely distributed among different audiences and is very popular internationally.

33. Share: Approximately 10 million iPads, 74 Million iPhones (all types), 50 million iPod Touches

34. App Recommendations: The iPhone is an excellent place to launch an application, especially a paid application. Users are more accustomed to paying for apps, and are much more willing to buy apps than they are on other platforms. Apple also has the largest potential market for app distributionAndroid: The Tech SavvyDemographics: Approximately 70,000,000 Android phones have been sold to date, and Google is currently selling over 200,000 phones per day, which makes it the fastest selling mobile OS on the market today.

35. Share: Approximately 23% of the smartphone market, or 6.7% of the entire US cell phone market. It is projected that Android will overtake the iPhone in 2011.

36. App Recommendations: As Android quickly becomes the largest smartphone platform, Android app developers are finding that they have a huge market for launching new apps. Its open nature and large demographic range make it appealing to a broad range of apps.BlackBerry: Business as UsualDemographics: BlackBerry originally appealed to business users who needed to stay connected to email while on the go. Over time it expanded its range to include many students and more casual users, but it has always remained a primarily business-oriented device

37. Share: Approximately 27% of the Smartphone market, 8% of the total US cell phone market’

38. App Recommendations: BlackBerry is still a very strong platform and the new OS version does provide some interesting features.Windows Phone 7: The EverymanDemographics: Unknown at this point, but it is designed to appeal to a range of people from business professionals to gamers.

39. Share: Currently less than 1% of the smartphone market, but is rapidly growing.

40. App Recommendations: Launching into a new platform is always a little bit risky since your app’s success depends heavily on the success of the platformDecision Point 5:Price Point: To Free or Not to Free?How much do competitors charge for a similar app? Take a look at the AppStore and review how many apps are similar to yours. Have you produced another Battleship game that is similar to other apps or is it far better? Be honest!What are the differences between my app and someone else’s? Do you have more features? If it is a new financial calculator, does it offer something more than the other competing apps on the store?

41. Decision Point 5:Price Point: To Free or Not to Free?

42. Decision Point 5:Price Point: To Free or Not to Free?Free apps can be powerful for promotional purposes, or bundled with in-app advertising

43. It’s all relative in the app market, .99¢ is a whole dollar more than free

44. Our Tip: Always Keep the Price Point as low as possiblePromotion, the Final Step for SuccessPutting your app on the App Store or Android Market these days is just not enough!Social Media

45. Facebook Pages, Twitter, LinkedIn

46. App Review Sites

47. Screen Shots, Images of what the app does

48. Consider hiring short-term PR who can write blogs, press releases

49. App Store Marketing

50. How you name your app & the descriptionNow You!Let’s talk about your App Ideas