Critical Success Factors for Commercial Mobile Applications or how to put big ideas into small devices

Critical Success Factors for
Commercial Mobile
Applications
or how to put big ideas into small
devices.
Keith Ahern
twitter.com/mogeneration
mogeneration.com

Keith Ahern

Wednesday, 13 May 2009

Background
‣ Keith Ahern

‣ Co-Founder of mogeneration

‣ Mobile Technology Manager for News Digital Media: mobile web sites:
news.com.au, truelocal, carsguide, moshtix

‣ CTO REDphone: mobile marketing: retail and real estate

‣ Developer for Netscape & Philips in Silicon Valley

‣ mogeneration.com

‣ Started September 2008.

‣ News Ltd was first customer: 6 iPhone apps released: News Ltd (The
Australian, TrueLocal) ,Lingopal, Xumii, Perkler, Moo Shake!

‣ Ilkka Tales - Chairman - Founder of Engin

CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration

Overview

‣ What can mobile applications do for my
business?

‣ Which application stores or devices do I
target?

‣ How do I get people to find my application?

‣ How do they keep coming back?

‣ How do I get started?


What can mobile applications do for my
business?

‣ increase brand awareness

‣ reach customers on the go

‣ additional revenue stream


Increase brand awareness

‣ your brand in your
customers hands, on
their terms

‣ leverage location,
camera, address book

‣ simple word of mouth
sharing


Case study: Kraft iFood Assistant
Over 7,000 recipes at your
ﬁngertips
Chicken or pork? Casserole or grilled?
We have what you want!
Smart Shopping List with Store
Locator
Tap for your grocery list and directions to nearby
stores.
Your very own mobile Recipe Box
Loved it? Save it or sync it with your existing Recipe
Box at kraftfoods.com.
Delicious inspiration anywhere,
anytime
Tap the Recipe of the Day or browse ready-to-eat
snacks, videos and more.


Reach customers on the go

‣ on the device they
have near them
24/7

‣ people are more
likely to go home
to pick up their
phone than their
wallet


Generate revenue
‣ app sales: $1 -> $1000 USD

‣ subscription / push

‣ Advertising: CPA, CPC, CPM $2-40,
Sponsorship

‣ Extend online / printed content/
services


Which application stores or devices do I target?

‣ Mobile 2.0 devices

‣ Must have:

‣ Touch Screen

‣ Resolution > 320 x 480
Android Palm Pre
Blackberry
iPhone
‣ 3G Storm

‣ ‘no worries’ data charges

‣ Desktop quality browser


How do consumers behave on mobile 2.0
devices?

‣ Mobile 1.0 users are apathetic or sado-masochistic

‣ mobile 1.0 as last gasp of desperation to find information

‣ mobile 2.0 as first tool you think off to find information

‣ Mobile 2.0 users are enthusiastic about mobile possibilities

‣ they are buying content

‣ 85% of iphone users use an internet function on phone daily
SOURCE MMetrics

‣ iPhone users show increased usage first thing in the morning
and last thing at night - due to being docked beside bed, easy
access to email and social networking tools


Summary of App Stores - May 2009
feature Apple iPhone Android Market Blackberry Ovi

Launch July 2008 October 2008 April 2009 June 2009

AU Launch, free July 2008 March 2009 ?? June 2009

AU Launch, paid July 2008 ?? ?? ??

Rev Share to
70% 70% 70% 70%
developer

# apps available 35,000 2300 700 0

Customer base
30M 2M > 20M ?? 0
NOW
AU Cust base 500K 20K ?? 0 0
consumer/early enterprise/ consumer/free
Customer type consumer/business
adopter consumer phone
iTunes - CC / Google Checkout/
Payment gateway Paypal Carrier billing
Voucher Carrier
copyright 2009 mogeneration.com - various sources - Gartner, Apple, RIM, Google, Wikipedia

Types of apps - technology used

‣ web apps - a web site - based on web technology such as HTML,
CSS and javascript

‣ native apps - based on java, C++ or objective C code

‣ hybrid apps - native app, with an embedded web app - think of it
as having a branded copy of firefox or IE that goes to one URL on a
users phone


Web vs Hybrid vs Native
web app hybrid native
Based on web browser tech,
processes & infrastructure
Accessible by all mobile 2.0 devices
Works off line
Simple billing
Discover by app store
Discover by search, URL (SEM)
Looks like native app
Access camera
Access GPS / Locations
Access address book
Access accelerometer

iPhone
‣ In 2009/2010 Nobody got fired for targeting iPhone*

* except you, possibly. Depends on app, market and drivers

How do people find my application?
‣ Browsing mobile application stores “app stores”

‣ lite/free version with limited features

‣ advertising

‣ direct

‣ ad exchange - admob

‣ marketing: word of mouth / blogs / app review sites

‣ cross promotion from existing userbase

‣ device detection - send your existing users to your app


How do I keep them coming back?
‣ usability - from day #1 through lifecycle - like marketing

‣ design for mobile

‣ apply feedback - app store feedback is cheap

‣ What makes sense on mobile? directions, opening hours, time
sensitive information, location information. entertainment/information.
No logins, no registration, no data entry, browse and search, favourites

‣ analytics

‣ downloads, behaviour, ranking, affiliates, brand management

‣ subscriptions / push content

‣ reward


How do I get started?

‣ Solution is a balance of:

‣ what is your target audience

‣ how you want to make money?

‣ in house skills vs external

‣ time/money


How mogeneration can help

‣ Strategy

‣ Business models

‣ Development

‣ Marketing
your
‣ Training company
here


Contact Keith Ahern
Founder mogeneration
+61 415 618 993
keith@mogeneration.com
twitter (company) @mogeneration
twitter (personal) @pubzak

Ofﬁces in Sydney and Brisbane


Critical Success Factors for Commercial Mobile Applications or how to put big ideas into small devices

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Critical Success Factors for Commercial Mobile Applications or how to put big ideas into small devices