Joe Hayashi shares his experiences to help you market your webOS apps.

2. Marketing Apps:
The Business of
Joe Hayashi
VP Product Management, Platform & Tools
April 24, 2010
joe.hayashi@palm.com

3. An Interactive Discussion
• Priorities & Inspiration
• Best Practices... Now that you’ve got an app
• How to use what we give you
• Feeds & URLs & other channels
• App Marketing 101
• Some things we’ve learned
• Q&A / Discussion

4. PR
IO
RI
TI
Palm - Inspired By the Web ES

5. PR
IO
RI
TI
Palm - Inspired By the Web ES
DELIVER: Capabilities, ROI

6. PR
IO
RI
TI
Palm - Inspired By the Web ES
DELIVER: Capabilities, ROI
HOW: Freedom, Choice, Transparency, Community,
Open

7. PR
IO
RI
TI
Palm - Inspired By the Web ES
DELIVER: Capabilities, ROI
HOW: Freedom, Choice, Transparency, Community,
Open
THEN: Listen, Iterate, Improve

8. PR B
A ES
CT T
OMG - I Made an App! IC
ES

9. PR B
A ES
CT T
OMG - I Made an App! IC
ES
• How can I make money?

10. PR B
A ES
CT T
OMG - I Made an App! IC
ES
• How can I make money?

11. PR B
A ES
CT T
OMG - I Made an App! IC
ES
• How can I make money?
• How do I market it?
• Everyone’s catalog / store is a little different...

12. PR B
A ES
CT T
OMG - I Made an App! IC
ES
• How can I make money?
• How do I market it?
• Everyone’s catalog / store is a little different...
• Where should I distribute it?

13. PR B
A ES
CT T
OMG - I Made an App! IC
ES
• How can I make money?
• How do I market it?
• Everyone’s catalog / store is a little different...
• Where should I distribute it?
• How should I distribute it?
• What are these other choices?

14. PR B
A ES
CT T
OMG - I Made an App! IC
ES
• How can I make money?
• How do I market it?
• Everyone’s catalog / store is a little different...
• Where should I distribute it?
• How should I distribute it?
• What are these other choices?
• Hot Apps Marketing Toolkit!

15. PR BE
A S
CT T
Palm Distribution - Need to Know IC
ES
Choose App Catalog

16. PR BE
A S
CT T
Palm Distribution - Need to Know IC
ES
Choose App Catalog

17. PR BE
A S
CT T
Why Choose Web or Beta Channels IC
ES
1 - Beta testing

18. PR BE
A S
CT T
Why Choose Web or Beta Channels IC
ES
1 - Beta testing
2 - “Rapid Release” - No review

19. PR BE
A S
CT T
Why Choose Web or Beta Channels IC
ES
1 - Beta testing
2 - “Rapid Release” - No review
3 - No thanks, I have my own distribution
I’m an enterprise
Don’t make me public

20. PR BE
A S
CT T
Why Choose Web or Beta Channels IC
ES
1 - Beta testing
2 - “Rapid Release” - No review
3 - No thanks, I have my own distribution
I’m an enterprise
Don’t make me public
4 - Because...
I’m on budget
I’m just kicking the tires
I feel like it

21. PR BE
A S
CT T
Channels - What Users See IC
ES
Highest volume
$50 & Palm
review

22. PR BE
A S
CT T
Channels - What Users See IC
ES
Highest volume
Free & Paid
$50 & Palm
Rapid Release
review

23. PR BE
A S
CT T
Channels - What Users See IC
ES
Highest volume Beta Testing
Free & Paid
$50 & Palm Private, w/url,
Rapid Release
review public

24. PR BE
A S
CT T
Countries and Localization IC
ES

25. PR BE
A S
CT T
Search - Help People Find Your Apps IC
ES
Search ranking
1 - Title
2 - Company Name
3 - Descriptions
4 - Tags

26. PR BE
A S
CT T
Marketing 101 - Descriptions IC
ES

27. PR BE
A S
CT T
Marketing 101 - Descriptions IC
ES

28. PR BE
A S
CT T
Marketing 101 - Descriptions IC
ES

29. PR BE
A S
CT T
Marketing 101 - Short, simple, clear IC
ES
• What is your app good for?
• Why is your app different?
• What are the key features?
• Balance new users vs. existing users
• Descriptive, unique, but sensible words - search
• We know we have work to do...
• Carriage returns / simple layout, etc.
• What’s new in v1.x - presenting different info to different
people
• ...

30. PR B
A ES
CT T
“Other” Descriptions IC
ES

31. PR BE
A S
CT T
Pictures Are Worth a 1000 Words IC
ES

32. PR BE
A S
CT T
Pictures Are Worth a 1000 Words IC
ES
• Great icons!

33. PR BE
A S
CT T
Pictures Are Worth a 1000 Words IC
ES
• Great icons!
• Screen shots - 3 on device, 5 feeds

34. PR BE
A S
CT T
Pictures Are Worth a 1000 Words IC
ES
• Great icons!
• Screen shots - 3 on device, 5 feeds
• Videos!

35. PR BE
A S
CT T
Pictures Are Worth a 1000 Words IC
ES

36. Paratroopers Video Demo
• http://www.youtube.com/watch?
v=xmHm4oP8vg0

37. Feeds, Community - Your Data PR BE
A S
CT T
Travels IC
ES
Palm Apps Back End
Web
Data Feeds
Web Sites

38. Feeds, Community - Your Data PR BE
A S
CT T
Travels IC
ES
Palm Apps Back End
Web
Data Feeds
Web Sites
SMS App Apps
On Device
Palm App Catalog Client
Your App

39. Feeds, Community - Your Data PR BE
A S
CT T
Travels IC
ES
Palm Apps Back End • PreCentral
• webOS Roundup
• Mobspot
Web
Data Feeds
• House of Palm
• myAppBox
Web Sites
SMS App Apps
On Device
Palm App Catalog Client
Your App

40. Feeds, Community - Your Data PR BE
A S
CT T
Travels IC
ES
Palm Apps Back End • PreCentral
• webOS Roundup
• Mobspot
Web
Data Feeds
• House of Palm
• myAppBox
Web Sites
SMS App Apps
On Device
• Preware
Palm App Catalog Client • More Apps
• AppScoop
Your App

41. Feeds, Community - Your Data PR BE
A S
CT T
Travels IC
ES
Palm Apps Back End • PreCentral
• webOS Roundup
• Mobspot
Web
Data Feeds
• House of Palm
• myAppBox
Web Sites
SMS App Apps
On Device
• Preware
Palm App Catalog Client • More Apps
• AppScoop
Your App

42. PR BE
A S
CT T
Use Your App URL IC
ES

43. PR BE
A S
CT T
Use Your App URL IC
ES
• Every app has one
• Summary page for web and beta apps
• http://developer.palm.com/appredirect/?packageid=YOURAPPID

44. PR BE
A S
CT T
Use Your App URL IC
ES
• Every app has one
• Summary page for web and beta apps
• http://developer.palm.com/appredirect/?packageid=YOURAPPID
• What it does
• Web -> Opens “PC landing page”
• On device -> Opens to your app catalog page

45. PR BE
A S
CT T
Use Your App URL IC
ES
• Every app has one
• Summary page for web and beta apps
• http://developer.palm.com/appredirect/?packageid=YOURAPPID
• What it does
• Web -> Opens “PC landing page”
• On device -> Opens to your app catalog page
• Use it everywhere
• Your web site, ads, emails, texts, tweets, forum links, you
name it!

46. PR BE
A S
CT T
Use Your App URL IC
ES
• Every app has one
• Summary page for web and beta apps
• http://developer.palm.com/appredirect/?packageid=YOURAPPID
• What it does
• Web -> Opens “PC landing page”
• On device -> Opens to your app catalog page
• Use it everywhere
• Your web site, ads, emails, texts, tweets, forum links, you
name it!
• Caveats
• URL shorteners
• PC landing page redirect

47. PR BE
A S
CT T
IC
App Marketing 101 ES

48. PR BE
A S
CT T
IC
App Marketing 101 ES
• Build a great app, clear UVP

49. PR BE
A S
CT T
IC
App Marketing 101 ES
• Build a great app, clear UVP
• Test all marketing

50. PR BE
A S
CT T
IC
App Marketing 101 ES
• Build a great app, clear UVP
• Test all marketing
• Social media - Twitter, FB, blog

51. PR BE
A S
CT T
IC
App Marketing 101 ES
• Build a great app, clear UVP
• Test all marketing
• Social media - Twitter, FB, blog
• Lite / Free version if doing a paid app

52. PR BE
A S
CT T
IC
App Marketing 101 ES
• Build a great app, clear UVP
• Test all marketing
• Social media - Twitter, FB, blog
• Lite / Free version if doing a paid app
• Buy other in app advertising, swap links, use the URLs

53. PR BE
A S
CT T
IC
App Marketing 101 ES
• Build a great app, clear UVP
• Test all marketing
• Social media - Twitter, FB, blog
• Lite / Free version if doing a paid app
• Buy other in app advertising, swap links, use the URLs
• Use your products to sell themselves

54. PR BE
A S
CT T
IC
App Marketing 101 ES
• Build a great app, clear UVP
• Test all marketing
• Social media - Twitter, FB, blog
• Lite / Free version if doing a paid app
• Buy other in app advertising, swap links, use the URLs
• Use your products to sell themselves
• Advertising, share with friends, links out to your portfolio of apps

55. PR BE
A S
CT T
IC
App Marketing 101 ES
• Build a great app, clear UVP
• Test all marketing
• Social media - Twitter, FB, blog
• Lite / Free version if doing a paid app
• Buy other in app advertising, swap links, use the URLs
• Use your products to sell themselves
• Advertising, share with friends, links out to your portfolio of apps
• Leverage the community

56. PR BE
A S
CT T
IC
App Marketing 101 ES
• Build a great app, clear UVP
• Test all marketing
• Social media - Twitter, FB, blog
• Lite / Free version if doing a paid app
• Buy other in app advertising, swap links, use the URLs
• Use your products to sell themselves
• Advertising, share with friends, links out to your portfolio of apps
• Leverage the community
• Engage your users - register, lifecycle: new to
evangelist

57. PR BE
A S
CT T
IC
App Marketing 101 ES
• Build a great app, clear UVP
• Test all marketing
• Social media - Twitter, FB, blog
• Lite / Free version if doing a paid app
• Buy other in app advertising, swap links, use the URLs
• Use your products to sell themselves
• Advertising, share with friends, links out to your portfolio of apps
• Leverage the community
• Engage your users - register, lifecycle: new to
evangelist
• Listen to customer feedback, engage with them

58. PR BE
A S
CT T
IC
App Marketing 101 ES
• Build a great app, clear UVP
• Test all marketing
• Social media - Twitter, FB, blog
• Lite / Free version if doing a paid app
• Buy other in app advertising, swap links, use the URLs
• Use your products to sell themselves
• Advertising, share with friends, links out to your portfolio of apps
• Leverage the community
• Engage your users - register, lifecycle: new to
evangelist
• Listen to customer feedback, engage with them
• Iterate - go fast, become #1 in your market

59. PR BE
A S
CT T
What We’ve Heard IC
ES
• How do I get featured?
• Build a great app, do great marketing
• Migrate control from Palm to developers and the
community
• Make the app catalog a better sales vehicle
• Make it easier for customers to buy
• Richer ecosystem of tools
• Metrics, Advertising, Promotional tools, Localization
partners?
• Provide more monetization options
• Your ideas here...

60. LE
A
RN
IN
Not All Apps Are Created Equal G
S

61. LE
A
RN
IN
Not All Apps Are Created Equal G
S
• Things everyone has

62. LE
A
RN
IN
Not All Apps Are Created Equal G
S
• Things everyone has
• Category leaders
• What is the dynamic of the app
•Content vs. functional
•Frequency, intensity, longevity
• How big is the category?

63. LE
A
RN
IN
Not All Apps Are Created Equal G
S
• Things everyone has
• Category leaders
• What is the dynamic of the app
•Content vs. functional
•Frequency, intensity, longevity
• How big is the category?
• Gateway apps
• Teachers
• Introduce the user to new uses of the device
• High word of mouth, leads to expansion of device use

64. LE
A
RN
IN
What’s Working? G
S

65. LE
A
RN
IN
What’s Working? G
S
• You can see from the data...
• Hot Apps Leaderboard
• PDK apps

66. LE
A
RN
IN
What’s Working? G
S
• You can see from the data...
• Hot Apps Leaderboard
• PDK apps
• Categories not substantially different than other
platforms
• Games, Productivity, Entertainment, Music, Social
Networking, Lifestyle, Weather, Navigation, Travel, News,
Reference, Books, Finance

67. LE
A
RN
IN
What’s Working? G
S
• You can see from the data...
• Hot Apps Leaderboard
• PDK apps
• Categories not substantially different than other
platforms
• Games, Productivity, Entertainment, Music, Social
Networking, Lifestyle, Weather, Navigation, Travel, News,
Reference, Books, Finance
• It’s EARLY

68. LE
A
RN
IN
What’s Working? G
S
• You can see from the data...
• Hot Apps Leaderboard
• PDK apps
• Categories not substantially different than other
platforms
• Games, Productivity, Entertainment, Music, Social
Networking, Lifestyle, Weather, Navigation, Travel, News,
Reference, Books, Finance
• It’s EARLY
• If you are small, go gateway

69. LE
A
RN
IN
What’s Working? G
S
• You can see from the data...
• Hot Apps Leaderboard
• PDK apps
• Categories not substantially different than other
platforms
• Games, Productivity, Entertainment, Music, Social
Networking, Lifestyle, Weather, Navigation, Travel, News,
Reference, Books, Finance
• It’s EARLY
• If you are small, go gateway
• Leverage Palm’s strengths
• Multitasking, notifications, web integration, integration....

70. Q&A
joe.hayashi@palm.com

72. LE
A
RN
IN
Developer Considerations G
S

73. LE
A
RN
IN
Developer Considerations G
S
• Development
• Ease / Joy of development, capabilities, fragmentation

74. LE
A
RN
IN
Developer Considerations G
S
• Development
• Ease / Joy of development, capabilities, fragmentation
• Sales / ROI
• Marketplace attractiveness
•# of apps / installed base
•# of unique purchasers & purchaser behavior
• Marketplace competitiveness / Marketing opportunities

75. LE
A
RN
IN
Developer Considerations G
S
• Development
• Ease / Joy of development, capabilities, fragmentation
• Sales / ROI
• Marketplace attractiveness
•# of apps / installed base
•# of unique purchasers & purchaser behavior
• Marketplace competitiveness / Marketing opportunities
• Advertising
• Audience size, attractiveness of audience

76. LE
A
RN
IN
Developer Considerations G
S
• Development
• Ease / Joy of development, capabilities, fragmentation
• Sales / ROI
• Marketplace attractiveness
•# of apps / installed base
•# of unique purchasers & purchaser behavior
• Marketplace competitiveness / Marketing opportunities
• Advertising
• Audience size, attractiveness of audience
• Cross platform imperative
• Where can you learn fast?

77. Q&A
joe.hayashi@palm.com

78. developer.palm.com