mobile apps- business toolkit for the manager
DESCRIPTION
Romain David presents the business toolkit for Mobile app development at the InsideMobile Conference.TRANSCRIPT
Mobile Apps: Business Toolkit for the Manager
Inside MobileMonday July 27, 2009
Romain David, Lumos Labshttp://www.lumosity.com/
I created MyCoolWebsite.comI want to create an iPhone app.What do I need to think about?
From website to mobile app:
10 things to do
1. Define success
2. Think multi-platforms
3. Pick the right mobile platform(s)
4. Build an end-to-end experience
5. Listen to your users and act on it
6. Define your Marketing Strategy
7. Cross-promote your apps
8. Upsell your online product
9. Embrace Social Components
10.Learn by trying
My Background
My Background
carrierdevice
+platform
developer
Lumosity.com is the leading online platform for cognitive training
Current market leader in the booming cognitive training space in terms of traffic, install base and active users
Lumosity!s training exercises are rooted in neuroscience with
demonstrated efficacy
Science team and advisory board consists of leading neuroscientists from Stanford, UCSF, more
Scientific collaborations underway with over a dozen academic institutions
Full Game Development Studio
Internal studio works closely with science team to turn training tasks into proprietary games and exercises
Engaging product experience leads high compliance rates and user satisfaction
Strong team backed by leading institutional investors
Norwest Venture Partners, FirstMark Capital and leading angel investors
Only venture backed company in the space
Executive Summary
Grounded in ScienceBackground science Lumos Labs research
Cognitive training leads to better brain
performance
ACTIVE Study (Willis, JAMA, 2006)Working memory training shown to improve
attention and IQ scores (Olesen, Nature Neuroscience, 2003)
Cognitive activity related to reduced
risk of Alzheimer!s and dementia
Increased cognitive activity was correlated with a 64% reduction in the risk of Alzheimer!s (Wilson, Neurology, 2002)
Human brain imaging studies (fMRI)
Numerous studies show changes in brain physiology following cognitive training.
Animal research
Cognitive stimulation leads to increased neurogenesis and neural connectivity (Van Praag, Nature, 2000)
Improved visual attention (Society for
Neuroscience, Oct 2006, Atlanta, GA)
Improved working memory (Bay Area
Neuroscience Gathering, Jan 2007, UCSF.)
Improved executive processing (Society for
Neuroscience 2007, San Diego, CA.)
Improved verbal fluency (to be presented)
Faster and more accurate calculations – (to be presented)
Lumos Labs collaborations
•Effect on kids with chemobrain (Stanford, CA)
•Effect on kids with Fragile X (Stanford, CA)
•Mild Cognitive Impairment (University of NSW, Aus)
•fMRI study of brain physiology (University of Oslo)
•Effect on post-menopausal women (Stanford, CA)
•Effect on students aged 12-14 (LL and PA middle school)
Lumosity Product Overview
From website to mobile app:
10 things to do
1. Define success
Brand Extension
Engagement
Ex: NYTimes
Free
User Acquisition
Free or Paid
Sign-Ups
Ex: Pandora
App Revenues
Paid
Downloads
Ex: Flight Control
Revenues
Cost
Mobile Development overtime
Mobile 1.0
Mobile 2.0
Web+Social+Mobile 2.0
2.Think multi-platforms
• Think outside of the box
• What!s your API strategy?
• Facebook, Open Social
• Widgets
3. Pick the right mobile platform(s)
• 1 cell phone = 1 user and 1 user = 1 cell phone
• iPhone is great for:
• App discovery and distribution
• Monetization
• North America
• Consumers
• Teenagers (iPod touch)
• Addressable market " Installed base
Morgan StanleyDecember 2008
Platform iPhone webOS Blackberry Android WinMo Nokia
Store Name App Store App Catalog App WorldAndroid
MarketplaceWindows
MarketplaceOvi Store
Launch Date July 2008 June 2009 April 2009 February 2009 Fall 2009 May 2009
# Apps 65,000 30 4000 500+ 600 200+
Revenues to Developers
70% 80% 70%70%
After carrier cut
Billing iTunes TBD PayPalGoogle Checkout & operator biling
credit card and operator billing
credit card and operator billing
Return Policy 90 days TBD 24h 24h
Minimum Pricing
$0.99 TBD $2.99
Local Pricing No TBD Yes
Fees $99 TBD $200 $25$99 for 5 appsThen $99/app
$50
App Stores
www.romaindavid.com
App Stores: more admin work
Platforms Carriers OEMs
Ex: Verizon Ex: LGEx: iPhone
User Acquisition
Download Revenues
iPhone
Palm Pre
Blackberry
Symbian
Windows Mobile
Android
Brew JME
Moblin
Maemo
LiMo
Access Garnet
?
Different platforms, different opportunities
Lumosity Platform
Speed Brain Memory Matrix Color Match Chalkboard Challenge
iPhone webOS
Speed Brain
4. Take advantage of the platform and build complete experience
• Don!t require users to come to your site
• Location, accelorometer, touch screen, address book
• Connectivity / No Connectivity
• Stay true to your brand
5. Listen to your users
• Don!t solve problems that don!t exist yet
• Use blogs, twitter, etc.
• In-app survey tool: Haveasec
Speed Brain In-App Feedback
Mor
e Gam
es
Perfo
rman
ce Tr
acke
r
Har
der o
r mor
e va
riatio
n
Com
pare
to o
ther
s
Link
online pr
ofile
Mor
e info
on Sc
ienc
e
Bigg
er B
utto
ns
21%
11%
68%
$0.99 Right Price
Would pay more
Would pay less
Prioritize Develpment
Adjust Pricing
Sample Size: 141
6. Define your Marketing Strategy
• Reach out to survey respondants, etc.
• Invite + challenge buttons
• Write press releases, blog posts, twitter, etc.
• Don!t spend too much efforts getting on major blogs
• SEO your app description
• iPhone landing page
76% find new apps on the App Store with large majority on the iPhone
Other9%
Friends or Colleagues9%
Blog or Website6%
App Store on my computer14%
App Store on my phone62%
How do you typically find out about new iPhone applications?
Source: Lumosity, 1340 interviews
7. Cross-promote your apps
Promotional Bar Brain Profile More Games
8. Upsell your online product
Track progress Show benefits Promote online games
9. Embrace Social Components
Invite to Lumosity Challenge Invite to App
10. Learn by trying
Speed Brain (Downloads*Price) over 7 months
From website to mobile app:
10 things to do
1. Define sucess
2. Think multi-platforms
3. Pick the right mobile platform(s)
4. Take advantage of the platform and build complete XP
5. Listen to your users
6. Define your Marketing Strategy
7. Cross-promote your apps
8. Upsell your online product
9. Embrace Social Components
10.Learn by trying
