IDCEE 2013: Going to MarketStartApps: from ideation to Launch - Luca Sale (Developer Relations @...

Going to MarketStartApps: from ideation to Launch

IDEA DESIGN

DEVELOPTEST

Dev Cycle

IDEA DESIGN

DEVELOPTEST

IDEA DESIGN

DEVELOPTEST

IDEA DESIGN

DEVELOPTEST

Tips

“Find (a) simple solutions (b) to overlooked problems (c) that actually need to be solved, and (d) deliver them as informally as possible, (e) starting with a very crude version 1, then (f) iterating rapidly.”

- Paul Grahamhttp://www.paulgraham.com

Start “Simple”

Get Feedback Iterate

Pricing Models• Free• Paid• Paid + free trial• Subscription• Free + Ads• Freemium (“Lite version”)• Micropayments

Multi-Platform Multi-OS reality

The only way to make sense out of change is to plunge into it, move

with it, and join the dance. -Alan W. Watts (1915-1973)

Let’s build it…

ActionScript

Adobe AIRHTML5, CSS, JavaScript

WebWorksC/C++

Native SDK

Java

AndroidRuntime

Use Power wisely

• Be efficient

• Measure battery life

• Don’t be uninstalled

Know you’re on the network

• 2G, 3G, 4G, Wi-Fi

• Know carrier limits

• Understand Roaming

Registration and Licensing

• Application Registration– Phone-number, email, user id– Manage multiple devices – Manage device switches

Pick a license model– Static, Single, Pool, Dynamic

Beta Testing

• Getting full coverage is “hard”

• Use the BlackBerry World sand-box

• Leverage enthusiast communities for testing

• Pick a good sample size

• reward the early adopters with a free copy

Prepare for errors

• Create an exception framework

• Keep application logs

• Send back logs [ make this an easy process]

Support the user

• Your app is not as intuitive as you think

• Gather feedback quickly

• Get feature requests

• Respond to frustrated users

Consider Analytics

• Automate Feedback

• Instrument actions

• Iterate [ measure, advertise, monetize]

*Flurry, Count.ly etc.

If you build it, will they come?

Marketing v1.0

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Go To MarketThe Building Blocks

FoundationsApp Name, Feature Image &Screenshots, Short Description, Language Support

Pricing TiersConsider the user experience

Distribution RestrictionsWhere to distribute the app? On which device?

Digital RightsWho are the 3rd party content providers?

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Go To MarketThe Building Blocks

Build Marketing PlatformGet Social, Optimize Search

Increase DiscoveryExecute Marketing Promotions,Cross Promote

Demand GenerationSpecial Offers

Go To MarketLeverage The BlackBerry Platform

Deeply Integrated, Personalizedand Contextualized

BBM Connected Increased Engagementand App StickinessIncreased DiscoverabilityIncreased Monetization

15x more downloads!

Go To MarketLeverage The BlackBerry Platform

• Integrated• Social • Beautiful

Version 1.1

Managing Updates

• Users will upgrade often

• Ensure content is accessible on upgrades

• Don’t loose you signing keys!

Marketing does not stop

• Updating has a marketing element• Blogs• A reminder to your users• More reviews

Complaints

• Effectively Manage Feedback

• Assume that for every complaint there are way more users that quietly stopped using the app

Beyond Email

• Twitter

• Blogs

• Forums

• Reviews in BlackBerry World

Higher Rated Apps Generate More Revenue

>50%

Questions?

Thank you!Luca SaleDeveloper Relations@BlackBerryLuca

Image credits• License Some rights reserved by Tsahi Levent-Levi