iphone apps: from idea to implementation

iPhone Apps:From Idea to Implementation

October 2009

Presented by:Dustin Jacobsen

Technical Director, Barkley

2

Agenda Introduction

Mobile platform overview

iPhone and app growth

Approach

3

Your Presenter Part of the Barkley Interactive Technical team

Likes shiny things

Presents on mobile, social and emerging technologies

Invitation to heckle me at ad:tech NY

4

Relevancy Consumers

Competitors

5

Say What What do you want to learn today?

6

Apps What apps do you have installed?

What apps do you use?

7

Mobile Platforms Gartner is pretty gutsy in predicting Android will have 14.5%

market share by 2012, ahead of iPhone, BlackBerry

2012 prediction: Symbian (Nokia) 39% Android (currently 2%) - 14.5% iPhone - 13.7% Windows Mobile - 12.8% BlackBerry - 12.5% Various Linux - 5.4% Palm 2.1%

8

SatisfactionIndex

via TechCrunch

9

iFund Kleiner Perkins Caufield & Byers

100 million fund for iPhone / iPod Touch related business ideas

10

11

12

13

14

15

Approach Strategize

Build

Launch

Promote

Listen for & incorporate feedback

Rinse & repeat

16

Strategize Gold rush is over - must differentiate

Cost free vs. paid

Payment - upgrades

App discovery

Ecosystem - build, re-brand, partner

Measurement of success

Is iPhone the right platform?

17

Strategize Content

Channel conflict

Support & complaint handling

Acquisition, retention or both?

Unique device characteristics Multi-touch, accelerometer, sensors, location / map, compass,

photos, video

18

Strategize - Free or Paid Paid (75%)

Guinness Pub Finder $1.99 Kraft iFood Assistant - $0.99

90+% are new to kraftfoods.com Major League Baseball $9.99 (+ per game)

Free Pizza Hut The Weather Channel Benjamin Moore ColorCapture Yelp Gap StyleMixer

19

Build Internal vs. partnerships

Apple approval timeframe

Standard development process, but have stakeholders beta test and become familiar with app

20

Promote 62% of applications are found through search

60% of applications are found through browsing

20% of applications are found through ads within other apps Key - burst with media spend and promotion to

get in the top

Admob, Advertising Age: Apps for Brands, September 23. 2009

21

Promotion through existing channels Corporate website Newsletter Facebook Twitter PR

Promote

22

Promotion through new channels Mobile friendly websites Mobile content sites Other iPhone applications

Weather, sports, finance Tagging SMS messages

Promote

23

Rinse & Repeat Iterative process

Time to market is more important than super feature rich

Updates provide a way to re-engage users

24

Apps for Brand Conference, Sept 23, 2009

Appendix

25

Dustin JacobsenTechnical Director

Barkley

Follow:TwitterBlog

Thanks!