mobile apps- business toolkit for the manager

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

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Bigg

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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

romain@lumoslabs.comtwitter.com/romaindavid

Thank you. Questions?