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The Business of Apps. Talk given by Richard Hurring at Swiss Mobicamp on 1st November 2012.
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The Business of AppsRichard Hurring
The Business of Apps
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Catchy is a specialist developer marketing agency, based in Bath but working with mobile eco system clients all over the world.
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catchyThe Business of Apps
You are building a business,
not an app
The fun bit App/BusinessThe start
Daily question: Am I moving my business forward?
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There are more than 1 million publishers of apps.
These can no longer all be labelled with the word ‘Developer’
What kind of Developer are you?
So what kind of Developer are you?
Are you Rovio or Fred?
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Revenue DistributionTail
Core
Premier
The Developer Pyramid
32% of app revenue comes
from the Top 100
apps (Flurry)
Catchy defines Premier as the developers and publishers at the top of the pyramid.
Rovio and Zynga are prime examples.
With revenues and downloads in the millions the rest of the developer community is trying to push
up to this level.
The Premier
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Catchy defines the Tail as the developers and publishers at the bottom of the pyramid. The
stereotypical developer, Fred in the Shed.
Probably works full time elsewhere and codes as a hobby.
Most likely of all groups to be operating at a revenue level which is below the app poverty line.
The Tail.
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Catchy defines the Core as the developers and publishers in the middle of the range.
Not Rovio or Zynga but not Fred.
Serious about app development, its your sole or primary source of income, you may be alone or in a
team, but Apps is what you do.
The Core.
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The Core.
Even in the core, many developers are, from a business perspective, too focused on coding and beautifying their
‘great idea’
Core Business
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Publish & Pray
There are well over a thousand apps published every day – on Google Play alone
it’s at least 3 apps every 5 minutes, all day, every day
Just 20% of paid apps are downloaded more than 100 times.
That number reduces to 0.2% when looking at more than 10,000 downloads
Figures from App AnniecatchyThe Business of Apps
Core Business
Thousands of apps are delivered to the app store DOA
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What is your business?
The purpose of your any business is to deliver great user experiences, outcomes and benefits
for the largest ongoing return of revenue against the investment of time and resource.
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How?
What do users want?
They don’t want your app.
They don’t care about apps, features,code, or platforms.
Users care about experiences,outcomes and benefits.
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The VC approach
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What problem am I solving?
Who has this problem?
Is this group big enough?
Where are these people?
Devices/platforms?
Do I havea unique or interesting benefit set?
How can I reach the people with
the problem?
Is the cost/benefit
gap big enough for my users
How will it make money?
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Easy 5 Stage process
Research Extensively
Do your research, is there demand or are you creating demand.
Test your ideas – ask ‘would you use this’
Find great ideas – App Store Monitoring (sometimes it’s easier to copy!)
Be an expert.
Go big, have a purpose
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Tablets, the mobile web, Windows phone, Facebook
Symbian, Java, Brew
The app review loop
BRIC demand for localised apps
And so on
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Example – Developer Economics 2012
Figure out the money diligently
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Do this before you start developing.There are only two options – get paid by users, or get paid by advertisers.
Consider multiple strategies, particularly on different platforms and in different markets
Build a great app creatively
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Differentiate by design
Get the name right
Design a great app icon
Think Globally
Market Relentlessly
You must;Build a great splash page and social sites
Get your title and meta data keywords right (ASO)Choose the right categoryTake great screen shots
Get friendly reviews earlyAnd ask for reviews from users
Give users as many chances to share as possibleInstall in app analytics
Sign up for an App Store analytics service
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You should;Make a promotional video
Write a press release (don’t forget vertical press)Send promo codes to influencers
You could;Employ an app marketing agency
Pay for expedited reviewsRun an in app media campaign (sign up for mobile
app tracking if you do)
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Market Relentlessly
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And repeat
Do it all Quickly
Repeat
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Don’t just repeat with this app (but do that)
Use your analytics
Repeat the whole process all over again, including idea generation
The chances of having one breakthrough success app are slim
Create a portfolio
Some friends that helped;
Paul Golding – AlphaPunk [email protected]
Andreas - Vision Mobile [email protected]
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Credits
Useful places
www.mobileapptracking.com - Track conversion rates
www.bootstrappingdesign.com - DIY design biblewww.developereconomics.com - Industry insight
www.alphapunk.com - Design and all things mobilewww.businessmodelalchemist.com - Business
modelswww.appcod.es - ASO tools
www.mobiledevhq.com - ASO toolswww.guidetotheappgalaxy.com - App business
www.visionmobile.com - Insight catchyThe Business of Apps
Links
Thank you
The Business of AppsRichard Hurring
[email protected]@richardhurring+447831114131
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