This presentation provided some practical information on building mobile applications from a business perspective. Specifically around life cycle management, and linking an agile development cycle to an agile marketing cycle.

1. © Wireless Industry Partnership Connector Inc.
How to Make
Your App
Last Longer
than 30 Days
Mobile Biz Bootcamp
Toronto
May 25, 2013
Caroline Lewko, CEO, WIP
@carolineWIP
@WIPJam
www.wipconnector.com

2. © Wireless Industry Partnership Connector Inc.

3. © Wireless Industry Partnership Connector Inc.
Moving at the Speed of Mobile....
• Shortened cycles
• BIG demand
• MORE developers
• Small companies & BIG
COMPANIES
• HUGE growth
• MORE fragmentation
• Outsiders
Strap yourself in....

4. © Wireless Industry Partnership Connector Inc.
Even if you start with good building
blocks, you still need a plan!

5. © Wireless Industry Partnership Connector Inc.
Which would you rather claim as YOUR
creation?
WIP Survey says:
63% of developers had a
plan
37% - just got coding!!

6. © Wireless Industry Partnership Connector Inc.
“Don’t start
looking at yacht
catalogues too
soon! I love the fact that
there’s probably been
about 15B spent on making
apps, if your average app
costs 30k USD, BUT only
2.8B paid out by app to
developers… Mind the
gap!”
~

7. © Wireless Industry Partnership Connector Inc.
7
Write once, deploy
and wait = #fastfail!

8. © Wireless Industry Partnership Connector Inc.
6/7/2013 8
1. Market research
2. Product development & lifecycle
management
3. Revenue and business models
4. Promotion, marketing tactics,
distribution and merchandising
5. Measuring Customer Engagement
6. Raising Money
Plan the Plan

9. © Wireless Industry Partnership Connector Inc.
• Where are they?
– Geographically
– Which operators?
• Consumer vs Enterprise
• What devices do they use?
– Does this match my intended
set?
• How are they segmented?
– “Everybody” is not a segment
– Age, interest, gender, location,
profession, needs, subcultures
Go where everyone else isn’t
WIP Survey says:
60% - Consumers
20% - All (??)
4% - Enterprise
~ - Brands & other

10. © Wireless Industry Partnership Connector Inc.
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1. Market research
2. Product development &
lifecycle management
3. Revenue and business models
4. Promotion, marketing tactics,
distribution and merchandising
5. Measuring Customer Engagement
6. Raising Money
Lifecycle Management

11. © Wireless Industry Partnership Connector Inc.
Software Development Lifecycle –
Pick one

12. © Wireless Industry Partnership Connector Inc.
Agile Development – But Don’t Miss
Out on what is Most Important
Customer

13. © Wireless Industry Partnership Connector Inc.
Typical Development Cycle
What’s Wrong with this Picture?
Research
/ Analysis
Prototype
/ Review
Coding/
debugging/
Integration
Testing /
certificati
on
De-
ployment
Market
Manage/
Evaluate
13
2-6 weeks

14. © Wireless Industry Partnership Connector Inc.
“Agile Marketing & Development”
Lifecycle
Research /
Analysis
Prototype /
Review
Development
/ debugging
Testing /
certification
Deployment
Maintain /
Evaluate
Customer
Marketing

15. © Wireless Industry Partnership Connector Inc.
Matching Development &
Marketing
Research /
Analysis
Prototype /
Review
Dev ‘l/
debugging
Testing /
certification
Deployment
Maintain /
Evaluate
Marketing Cycle
Communication/Engagement Strategy/ChannelsDevelopment Cycle
Awareness /
Buzz, Social
Media
Building Eco
system
Relationships
Beta /Next
Release for
early Feedback
Event
attendance,
contests
Co-market,
Appstore
advertising…
Analytics,
Friends,
Discovery

16. © Wireless Industry Partnership Connector Inc.
Awareness / Buzz,
Social Media
Building Eco system
Relationships
Beta /Next Release
for early Feedback
Event attendance,
contests
Co-market,
Appstore
advertising…
Analytics, Friends,
Discovery
Agile App Lifecycle Management
Research /
Analysis
Prototype /
Review
Dev ‘l/
debugging
Testing /
certification
Deployment
Maintain /
Evaluate
Marketing Cycle
Communication/
Engagement Strategy/Channels
Development Cycle

17. © Wireless Industry Partnership Connector Inc.
Matching Development & Key Players
Research /
Analysis
Prototype /
Review
Development
/ debugging
Testing /
certification
Deployment
Market
Maintain /
Evaluate
17
Social
media Custo
mers
Research
Analyst
Investor
custo
mer
Other
devs UIX
Social
media
Friends
Events
Early
adopters
Product
Marketer
Tester/
Market
Validator
customers
Evangelis
ts
influen
cers
Produc
t
Market
er
Social
Media /
Agency
Evangelist
Elephants
partners
Beta
groups

18. © Wireless Industry Partnership Connector Inc.
Matching Comms To Your Targets
Who… Group Comms Goals Examples
Has the
requirements/
please my customer
Customer (not
end user)
• Make clear business or
technical case
• “ROI
• Feature lists
• Cost-benefits
• Quantified ROI
• Customer
Recommendations
• Sample Apps
Make me money,
save me time,
entertain me
End User • Explain ease of use and
implementation
• “This is how you will get
it”
• Documentation
• Social Media
• App Stores
• Advertising
Can make or break
you
Media • Sttrong background,
financiers
• So what? I’ll tell ya so
what
• Testimonials
• Case studies
• Drinks
• Early access
Wants to leverage
you and not look
stupid
Partners • Better together
• Complimentary

19. © Wireless Industry Partnership Connector Inc.
Marketing is Everyone’s responsibility

20. © Wireless Industry Partnership Connector Inc.
The Art of the Divot
Pivot
20
WIP Survey says:
30% - Developed 2 apps
25% - 5-10 apps
16% - over 10 apps
Rovio = ~60 apps
Q: How many Apps does it take to be successful?
A: In all likelihood, it is going to take more than
one big idea.

21. © Wireless Industry Partnership Connector Inc.
Versioning vs Feature Creep
WIP Survey says:
• 28 versions!
• Average 2-5 version
• Regular updates to keep
fresh
• At least 10 more in the plans
“Gathered feedback from
FaceBook fan page, and
have our 6 month road
map”
VERSION X.0
Features & Functions
Marketing & Promo
Revenue Model
What’s a Version?
2

22. © Wireless Industry Partnership Connector Inc.
Good to Great Apps - APIs
July 18 – 2012 Update: 6576
Programmable Web

23. © Wireless Industry Partnership Connector Inc.
Content Tools Network/Comms
Retailigence
Yellow API
Facebook
Nike
Governments
Viafo
Crittercism
Immersion
PayPal
Carriers
Aggregators
Twilio
OneAPI
23
Good to GREAT Apps
APIs and More APIs and did I mentioned APIs

24. © Wireless Industry Partnership Connector Inc.
Developer Decision Making for APIs

25. © Wireless Industry Partnership Connector Inc.
Data Hog
The Battery Drainer
Mr. Freezie
Learn About App
Optimization
Caching
Image sizing
Closing connections
Bundling connections
Prefetching
https://github.com/attdevsupport/ARO
Don’t Be THAT App

26. © Wireless Industry Partnership Connector Inc.
6/7/2013 26
1. Market research
2. Product development & lifecycle
management
3. Revenue and business models
4. Promotion, marketing tactics,
distribution and merchandising
5. Measuring Customer Engagement
6. Raising Money
Plan the Plan

27. © Wireless Industry Partnership Connector Inc.
“Harder than naming a baby”
WIP Survey says:
67% say the importance of a
name is a huge to big deal
“Often the most logical name is
taken, and there in lies the
challenge”
“Use Google to find out how
people find our content and what
they are searching for”
“Unknown, Untold, Unsold!”
WHAT’s in a Name?

28. © Wireless Industry Partnership Connector Inc.
• CV app
• Technology showcase
• Development services for Brand, OEM
• Branded product or service B2B
• Branded product or service B2C
• Marketing agency
• Production agency
• Near-shore outsourcing
• Operator
Many apps based business
models

29. © Wireless Industry Partnership Connector Inc.
App Stores = Things to consider
(based on your app and experience)
THIS IS A TEST!

30. © Wireless Industry Partnership Connector Inc.
App Store
Distribution
≠
Marketing,
Merchandising
mSEO
Discoverability
Advertising
etc. etc etc
6/7/2013 30

31. © Wireless Industry Partnership Connector Inc.
Reset: Time to look customer in
the eye

32. © Wireless Industry Partnership Connector Inc.

33. © Wireless Industry Partnership Connector Inc.

34. © Wireless Industry Partnership Connector Inc.
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Source: iTunes, Android Market, Amazon Appstore;April 2012
Where are the hot devs today? Everywhere!

35. © Wireless Industry Partnership Connector Inc.
Connect with the WIP team
Upcoming: Droidcon Paris: June 17/18
Droidcon London: Oct 24/25
WIPJam @ mHeath DC: Dec 3-5
WIPJam and Hack@MWC13: Feb 24-28
www.wipconnector.com
http://wipconnector.com/download/GuideToTheParallelUniver
se_3rdEdition.pdf