How to make your app last longer than 30 days - Developer's Guide to the Parallel Universe
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The document discusses strategies for developing successful mobile applications, emphasizing market research and planning as crucial steps before coding. It highlights the importance of customer engagement, agile development, and continuously updating apps to maintain relevance. Additionally, it mentions that effective marketing and understanding target demographics are essential for an app's longevity and success in a competitive market.
How to make your app last longer than 30 days - Developer's Guide to the Parallel Universe
- 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. 6/7/2013 10 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. 34 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