mready @ programatica - agora 2012
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Suntem “Mobile Ready”?
Date si statistici despre piata aplicatiilor mobile. De la o idee la un
app-business.
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Mi-a venit o idee! (geniala)
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mStats – marimea pietei
2010: $5 Bln. 2011: $15 Bln.
2015: $38 Bln.
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mStats – marimea pietei
30 de milioane de downloaduri/zi
25 de miliarde de downloaduri de pe AppStore
500k locuri de munca generate
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mStats – WOW facts
21 martie 2012: Zinga cumpara jocul Draw Something
$200.000.000 !
10 aprilie 2012: Facebook cumpara aplicatia Instagram
$1.000.000.000 !!!
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10.000 aplicatii/saptamana
Apple AppStore
~1400 aplicatii/zi
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Modelul clasic
Concept Product
Development Testare
Alpha/Beta Lansare
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Atat de multe intrebari…
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Ce platforma sa aleg?
Ce gen de aplicatie sa fac?
Ce target de consumatori am?
Ce revenue model sa folosesc?
Cum fac distributia?
Ce nevoi au utilizatorii mei?
Cum sa fie produsul meu?
Cum generez cerere?
Pe ce tip de piata intru?
Care imi este competitia? Cum setez pretul?
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Aspectele de luat in calcul
• Gen de aplicatie
• Platforma
• Revenue Model
• Target consumator
• Pricing
• Distributie
• Nevoie acoperita
• Produs
• Generare de cerere
• Comunicare
• Tip de piata
• Competitie
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Ce platforma ?
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Top sisteme de operare
Conform ZF
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Date despre utilizatorii romani
• 2,5 milioane de smartphone-uri
• 2011: 600.000 smartphone-uri vandute vs.
700.000 PC-uri vandute
• 58% dintre utilizatori au cumparat cel putin o
aplicatie
• 17% nu ar cumpara niciodata o aplicatie
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Date despre utilizatorii romani
• Cele mai utilizate 5 tipuri de aplicatii:
– e-mail, chat, instant messenger - 76%
– muzica, radio - 60%
– retele sociale, bloguri - 57%
– jocuri, petrecerea timpului liber - 54%
– stiri, meteo - 49%
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Ce gen de aplicatie?
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Top categorii – Apple AppStore
Conform 148Apps
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Top categorii – Google Play
Conform AppBrain
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Target de consumator
“Persona” = impersonarea celei mai mari
mase omogene de utilizatori ai aplicatiei.
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“Pustiul cool din gasca”
16-20 ani
Aplicatia ideala trebuie sa fie moderna si foarte populara
Exemple de aplicatii:
• Instant Messaging • Retele de socializare • Entertainment • Muzica si radio • Filme si videoclipuri
Conform Unlock Research
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“Interesantul din gasca”
21-30 ani
Aplicatia ideala trebuie sa fie competenta dar simpla.
Exemple de aplicatii:
• Stiri • Retele de socializare • E-readers • Divertisment &
Evenimente • Travel
Conform Unlock Research
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“Prietenul adevarat”
31-45 ani
Aplicatia ideala trebuie sa fie familiara si de incredere.
Exemple de aplicatii:
• Motoare de cautare • Organizatoare • Aplicatii business • Harti si directii • Stiri
Conform Unlock Research
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Nevoile utilizatorului
APP-ul tau!
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Un app trebuie sa satisfaca minim o nevoie a userului!
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Nevoia utilizatorului
• Shazam – nevoia de afirmare
• Angry Birds – nevoia de a pierde timpul
• Alerta Cutremur Vrancea – nevoia de siguranta
• SpeedTaxi – nevoia de eficientizare a timpului
• La Multi Ani App – nevoia de a fi mereu aproape
de cei dragi
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Revenue model
• Pay per download
• Reclame
• In-app purchase
• Licentiere
• B2B
• Piraterie
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Politica de pret?
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Distributie
• App store-uri (oficiale / neoficiale / de nisa)
• Site-uri de recomandari
• Aplicatii preinstalate
• Canalele proprii (optimizate pentru conversie)
• Presa de specialitate
• Retele de advertising
• Pay-per-install
• Retele sociale
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Competitie
1. Alternative de produs (ex: Google Calendar vs
Outlook Calendar)
2. Alternative de piata (ex: Google Calendar vs agenda
fizica)
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Produs?
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Generare de cerere
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Un produs nu trebuie sa fie usor de vandut!
Un produs trebuie sa fie usor de cumparat!
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Golden circle
De ce?
Cum?
Ce?
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Tip de piata
• Produs nou pe o piata noua (ex: Shazam)
• Produs nou pe o piata existenta (ex: SoundHound)
• Produs nou – resegmentare piata – pret mic
(ex: alternative pentru MS Office)
• Produs nou – resegmentare piata – nisa (ex:
Instagram)
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Concept Product
Development Testare
Alpha/Beta Lansare
Modelul “Product Development”
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Modelul “Customer Development”
Customer Discovery
Customer Validation
Customer Creation
Company Building
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mReady.net Mobile App Development Team