help me help you: what mobile app developers need from you to grow their revenue and yours | glenn...
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Help Me Help You:What Mobile App Developers Need from You
to Grow their Revenue and Yours
Glenn Bottomly, Ph.D.Chief Technology Officer, Taylor Corporation
Glenn Bottomly Help Me Help You
Mobile app developers worldwide are constantly seeking ways to monetize their user
base. Learn what they need from you and through your compelling platform solutions that quickly will allow them ways to add more value for their users, increase their engagement for
the long run, grow their revenues and ultimately grow yours.
Glenn Bottomly Help Me Help You
Four Goals for Today’s Session:
1. Latest information on mobile app developers, their makeup, motivations, and needs in the market
2. How traditional firms can make new connections to third-party mobile app developers that help to change brands and create new business value
3. How you can convert your offerings into monetization platforms that rev up excitement with mobile app developers and ultimately grow their revenues and yours
4. Unique solutions as to how mobile app developers are integrating high-value solutions for their users that create a win-win-win scenario
Glenn Bottomly Help Me Help You
Many major mobile application development lifecycle models that companies use to build
their mobile applications stop short of maximizing the success of their applications
Glenn Bottomly Help Me Help You
Analyze / Use Cases
Prototyping /Wireframing
Design / Architecture
DevelopmentPerformance
Testing / Certification
Build / Deployment / Management
Glenn Bottomly Help Me Help You
Business Requirements
Functional Requirements
Analyze / Use Cases /
Planning
Prototyping /Wireframing
Design / Architecture
DevelopmentPerformance
Testing / Optimization, Certification /
UAT
Build / Deployment / Management
Glenn Bottomly Help Me Help You
Business Requirements
Functional Requirements
Analyze / Use Cases /
Planning
Prototyping /Wireframing
Design / Architecture
DevelopmentPerformance
Automation / Testing /
Optimization, Certification /
UAT
Build / Deployment / Management
Internal Controls / External
Support / Security
Glenn Bottomly Help Me Help You
Business Requirements
Functional Requirements /
Technology Selection
Analyze / Use Cases /
Planning
Prototyping /Wireframing
Design / Architecture
DevelopmentPerformance
Automation / Testing /
Optimization, Certification /
UAT
Build / Deployment / Management
Internal Controls / External
Support / Security
Evaluate Performance / Iteration / Next
Generation Needs
EndUser
Glenn Bottomly Help Me Help You
Business Requirements
Functional Requirements /
Technology Selection
Analyze / Use Cases /
Planning
Prototyping /Wireframing
Design / Architecture
DevelopmentPerformance
Automation / Testing /
Optimization, Certification /
UAT
Build / Deployment / Management
Internal Controls / External
Support / Security
Evaluate Performance / Iteration / Next
Generation Needs
Glenn Bottomly Help Me Help You
While most mobile application development lifecycle models share similar steps, and a focus
on the end user, most do not consider external mobile app developer engagement
to create extensible platforms
Glenn Bottomly Help Me Help You
Could you change your approach from just offering your customers a “mobile app” to
offering them an extensible “mobile platform” that external developers extend for you?
Glenn Bottomly Help Me Help You
ExternalMobile App Developer
Engagement
Extends your mobile application development lifecycle by considering ways of generating interest from external mobile application developers to code to, enhance, and extend your mobile application
EndUser
Glenn Bottomly Help Me Help You
ExternalMobile App Developer
Engagement
Business Requirements
Functional Requirements /
Technology Selection
Analyze / Use Cases /
Planning
Prototyping /Wireframing
Design / Architecture
DevelopmentPerformance
Automation / Testing /
Optimization, Certification /
UAT
Build / Deployment / Management
Internal Controls / External
Support / Security
Evaluate Performance / Iteration / Next
Generation Needs
Internal Assessment
Market Assessment
Developer Assessment
Financial ROI
Executive Support
Technical Framework
Process Simplification
Network Monetization
Solution Awareness
Metrics
Glenn Bottomly Help Me Help You
ExternalMobile App Developer
Engagement
Internal Assessment
Market Assessment
Developer Assessment
Financial ROI
Executive Support
Technical Framework
Process Simplification
Network Monetization
Solution Awareness
Metrics
Glenn Bottomly Help Me Help You
Determine if engaging with external mobile app developers makes sense for your business
Glenn Bottomly Help Me Help You
Goal Type Segment Outcome
Self-Improvement Hobbyists Moonlighters building their own apps to learn and have fun
Explorers Independent developers gaining experience as a side project for future
Revenues from the app economy Hunters Experienced developers building an app business and focused on the money
Guns for hire Seasoned pros developing apps on commission
Extending a business Product extenders Companies using apps to promote or extend a non-mobile product or brand
Digital content publishers Developer teams using mobile apps to monetize digital content inventory
Gold seekers Mobile startups aiming to hit VC gold
Enterprise IT CIOs and IT managers using apps to increase organizational efficiency
Source: Developer Segmentation Q3 2013, www.DeveloperEconomics.com/Seg13
Glenn Bottomly Help Me Help You
At Taylor Corporation, we have companies and developers in many developer segments
Glenn Bottomly Help Me Help You
Developer Segment Taylor Company or Developer
Explorers
Hunters
Guns for hire
Product extenders
Digital content publishers
Enterprise IT
Glenn Bottomly Help Me Help You
However, only a few developer segments would benefit from
external mobile app developer engagement
Glenn Bottomly Help Me Help You
Developer Segment Taylor Company or Developer
Hunters
Product extenders
Digital content publishers
Glenn Bottomly Help Me Help You
If you’re firm is a Hunter, Product Extender, or Digital Content Publisher, then expanding your
mobile application(s) to include APIs and an SDK for external mobile app developers could
maximize your application’s reach
Glenn Bottomly Help Me Help You
“Pure Play” mobile app developers, product strategists extending a product, and digital content managers looking for ways to grow
content would tend to benefit from platforms
Glenn Bottomly Help Me Help You
Uncover problems in the market that your product set could address but hasn’t yet due to lack of distribution, inherent market dynamics,
market opportunity, or competitive gaps
Glenn Bottomly Help Me Help You
27,500 Photo Apps available for smartphones but only 5% allow users to order photo products
Consumers use home computers and in-store kiosks to order photo products. Why? Convenience!?!
Glenn Bottomly Help Me Help You
Allow consumers to conveniently order photo products from within their favorite smartphone photo apps
Help external mobile app developers increase user engagement and ways to monetize their user network
Glenn Bottomly Help Me Help You
More than 90% of external mobile app developers target Enterprises
and growing rapidly
Source: Developer Segmentation Q3 2013, www.DeveloperEconomics.com/Seg13
Glenn Bottomly Help Me Help You
Why mobile app developers choose platforms?
Speed & ease of porting
Large audience
Documentation
Can you ensure this?
Can you deliver this?
Can you produce this?
Source: Developer Segmentation Q3 2013, www.DeveloperEconomics.com/Seg13
Glenn Bottomly Help Me Help You
So, which external mobile app developers should you target and what are their biggest
problems?
Glenn Bottomly Help Me Help You
Source: Developer Segmentation Q3 2013, www.DeveloperEconomics.com/Seg13
Glenn Bottomly Help Me Help You
Key Problems Remain for Mobile App Developers
Discovery & SEO
User Acquisition
User Retention
Network Monetization
Could be enhanced
Could be assisted
Could increase
Could increase
Glenn Bottomly Help Me Help You
Understanding the motivations of your target external mobile app developers will help you
structure your platform in ways that will benefit them the most
Glenn Bottomly Help Me Help You
Open Source vs. Platform Adoption
Larger Communities
Developers Contribute
Everyone Updates
Wisdom of Crowds
Smaller Communities
Developers Build Upon
Centralized Updates
Wisdom of Teams
Glenn Bottomly Help Me Help You
Once you understand your internal capabilities, the market, and your target external mobile app
developers, assess the financial advantages of building out your app as a platform
Glenn Bottomly Help Me Help You
Early Projections Showed Feasibility
Capitalized on Lack of SDK in the market
Easily added process enhancements for developers
Increased network sales deemed probable
Glenn Bottomly Help Me Help You
Once financial benefits seem feasible, acquire top management support of your goals to
extend your mobile app into a platform
Glenn Bottomly Help Me Help You
Ensure Impacts in Key Areas are Understood
Protect Brand
Ensure Security
Facilitate Control
Show how
Prove how
Enable how
Glenn Bottomly Help Me Help You
Go-Ahead Approval in May 2013
First hire in September 2013
Full development begins January 2014
Glenn Bottomly Help Me Help You
Determine the most effective path for developers to quickly and efficiently code to your platform (e.g., API, SDK, revenues, etc.)
Glenn Bottomly Help Me Help You
• Expose API to Partners– ~2-3 months to integrate
– High integration costs requires high ROI
– Integration maintenance on partner
– Full flexibility on look & feel
• Expose SDK to Partners• ~1-2 days to integrate with app
• Very low integration cost
• Integration updates come with SDK
• A range of flexibility on configuration
PersnicketyPhoto Print Elf Go PhotoMeijer
Glenn Bottomly Help Me Help You
Once a Technical Framework has been established, build out the fastest and easiest
path for mobile app developers to simplify the process of engaging with their users using your
mobile platform
Glenn Bottomly Help Me Help You
Product Selection Photo Sources Image Selection Size & Quantity Checkout
Glenn Bottomly Help Me Help You
Be ready to support multiple types of external mobile app developers and business models
(e.g., high volume/low AOV, low volume/high AOV, technology driven, etc.)
Glenn Bottomly Help Me Help You
Create financial terms attractive for external mobile app developers to code to your new mobile app platform (e.g., revenue share,
advertising, alternative revenue sources, etc.)
Glenn Bottomly Help Me Help You
Drive developer awareness through traditional PPC and SEO channels, website, and effective
App Store discoverability techniques
Glenn Bottomly Help Me Help You
External mobile app developers experienced higher weekly orders and higher AOVs with network users
than before integration of the SDK and API
Glenn Bottomly Help Me Help You
Four Goals for Today’s Session:
1. Latest information on mobile app developers, their makeup, motivations, and needs in the market
2. How traditional firms can make new connections to third-party mobile app developers that help to change brands and create new business value
3. How you can convert your offerings into monetization platforms that rev up excitement with mobile app developers and ultimately grow their revenues and yours
4. Unique solutions as to how mobile app developers are integrating high-value solutions for their users that create a win-win-win scenario
Glenn Bottomly Help Me Help You
ExternalMobile App Developer
Engagement
Internal Assessment
Market Assessment
Developer Assessment
Financial ROI
Executive Support
Technical Framework
Process Simplification
Network Monetization
Solution Awareness
Metrics
EndUser
Glenn Bottomly Help Me Help You
ExternalMobile App Developer
Engagement
Business Requirements
Functional Requirements /
Technology Selection
Analyze / Use Cases /
Planning
Prototyping /Wireframing
Design / Architecture
DevelopmentPerformance
Automation / Testing /
Optimization, Certification /
UAT
Build / Deployment / Management
Internal Controls / External
Support / Security
Evaluate Performance / Iteration / Next
Generation Needs
Internal Assessment
Market Assessment
Developer Assessment
Financial ROI
Executive Support
Technical Framework
Process Simplification
Network Monetization
Solution Awareness
Metrics
Glenn Bottomly Help Me Help You
1. Expanding your mobile application development lifecycle model to not just focus on the end user, but, to also consider external
mobile app developers could help you shift your “mobile app” to a “mobile platform”
Three Take Aways
Glenn Bottomly Help Me Help You
2. If you decide to engage external mobile app developers to help you build out your mobile
platform, follow a structured process
Three Take Aways
Glenn Bottomly Help Me Help You
3. By you helping external mobile app developers, they, in turn, could help you:
Propagate your mobile platform
Help grow your sales
Help increase your market share
Three Take Aways
Help Me Help You:What Mobile App Developers Need from You
to Grow their Revenue and Yours
Glenn Bottomly, Ph.D.Chief Technology Officer, Taylor Corporation