ideas to app store (2010)
DESCRIPTION
This presentation on the opportunity in mobile applications was an executive briefing prepared for a client in the October of 2010. The content focuses on Apple devices and ecosystem, as requested by the client, and includes a discussion of web apps vs. native apps.TRANSCRIPT
Ideas to App StoreThe Opportunity in Applications for
Apple Mobile Devices
Joseph DeSetto1 813 639 4270 . @desetto . desetto.com
Why Apple?
DevicesiPhone2007 iPod touch
iPhone 3G2008 iPod touch, 2nd Generation
iPhone 3GS2009 iPod touch, 3rd Generation
iPhone 42010 iPod touch, 4th GenerationiPad
By the Numbers
iPhone 33.75 million (Q4 2009)
iPod touch 32 million (Q4 2009)
iPad 3 million (June 24 2010)
iTunes Stored Credit Cards: Over 100 million
iPod touch
iPod touchThe iPhone for Blackberry users.
iPad
iPadiPad
the Boomer tablet
iPadtextbooks 2.0
iPadimmersive games
iPadBy 2015, the current iPad modelwill seem ancient.
iPhoneA phone with poor reception, and so much more.
iPhoneCameraMicrophoneGestures
Location Aware
Is a web app an app?
Sort of. Web apps are...
Browser based.Run from a server.Requires an Internet connection.
No App Store, for better or worse.
Famous Web App: Google Maps
Mobile Web Apps
Web apps instead of apps?
For games? No.
For data apps and simple utilities?
Well, maybe.
Promise vs. Reality
If mobile browsers all rendered the same, web apps would be the best choice.
They don’t.
What is an app?
Software that...
Installs on the device.Generally works offline.Can access device hardware.
Distributed through the App Store.
Promise vs. Reality
If mobile apps were easy to promote and sell, we would not need an App Store.
They aren’t.
What is an App Store?
Promise vs. Reality
HTML 5 means all mobile devices render the same, including audio and video playback.
Not today, tomorrow, or the day after next.
Promise vs. Reality
Apple will give in and run Flash, so wait to build apps with Flash for iPhone, Android, and even Blackberry.
Apple mobile devices will not allow Flash content in the foreseeable future.
Q & A
Devices
The App Store
Web apps vs. Apps
Making Apps
Step 1.
Join the iPhone Developer Program as an Individual, Company, or Enterprise.
iPhone Developer Program
Isn’t my Company an Enterprise?
iPhone Developer Program
Individual and Company. $99/year.
Enterprise: Internal Distribution Only
Education: 20+ Copies, 50% off
University: Free tools for teaching iOS
iPhone Developer Program
I’m not a developer. Why should I join?
iTunes Connect
The brains of the operation.
Demo
Tools of the Trade
XCode
Tools of the Trade
Corona Unity GameSalad
Q & A
iPhone Developer Programs
iTunes Connect
Development Tools
The Rules
By Order of Steve
Apps must not contain any obscene, pornographic, offensive or defamatory content or materials of any kind (text, graphics, images, photographs, etc.), or other content or materials that in Apple’s reasonable judgment may be found objectionable.
The Rules
Apps Must Do, Well, Something
... this application contains minimal user functionality and will not be appropriate for the App Store.
The Rules
Thoughts on FlashWe [Apple] know from painful experience that letting a third party layer of software come between the platform and the developer ultimately results in sub-standard apps and hinders the enhancement and progress of the platform. If developers grow dependent on third party development libraries and tools, they can only take advantage of platform enhancements if and when the third party chooses to adopt the new features. We cannot be at the mercy of a third party deciding if and when they will make our enhancements available to our developers.
Steve JobsApril 2010
Limited Promo CopiesApps can be free.
If you sell an app, you can’t just give it away.
Huh?
Limited Promo Copies
50 copies per version of an app.
Gifts supported in iOS 4.
Gift certificates or sale outside of iTunes? No.
Limited eCommerce
No in-app purchase of physical goods.
Shopping carts are okay.
User input of credit card information is okay.
Actual transaction processing is through Safari only.
Limited eCommerce
Giveaways & Contests
Apps may hold contests or give away prizes,but not as the sole purpose of the app.
The focus should be on gameplay, not prizes.
May not cross into gambling.
Giveaways & Contests3.3.21 Your Application may include promotional, sweepstake or contest functionality provided that:
You are the sole sponsor of the promotion and that You and Your Application comply with any applicable laws and fulfill any applicable registration requirements in the country or territory where You make Your Application available and the promotion is open.
You agree that You are solely responsible for any promotion and any prize, and also agree to clearly state in binding official rules for each promotion that Apple is not a sponsor of, or responsible for conducting, the promotion.
Gambling
No lotteries or gambling.
An app cannot have the sole purpose of winning a game of chance for a cash or cash equivalent prize.
Winning virtual goods, however, is allowed.
Too Many Rules?
Selling an app Ad Hoc, or without the App Store, limits distribution to 200 copies.
Build for each device based on unique identifier, not user credentials.
App Store is a curated retail environment.
Q & A
The Rules of the App Store
iOS 4
iOS 4
iOS 4
Design for Web, 1995 - 2005
Typical user?
Seated at a desk.Standard mouse and keyboard.Office or home office environment.Single task oriented.
Design for Mobile, 2005 - ?
Typical user?
Surrounded by DistractionsMultitaskingMovingInterrupted
Source: Jan 2010 Flurry
Requisite Powerpoint Chart
Build a Better Game
Achievements
Leaderboard
Unlocked Content
Easy to learn, hard to master
Mundane ideas, done well
Achievements
Keep Score
Unlocked Content
Easy to Learn, Hard to Master
Mundane Ideas, Done Well
Plant crops to ward off zombies.
Slingshot birds at pigs.
Jump from building to building.
Slice fruit.
Land planes.
Cook and serve food.
Classics: Scrabble (twice) and Solitaire.
Q & A
iOS 4 vs. iPhone OS 3
Design for Mobile
Games
Income Strategies
Tiered Pricing
Freemium
Ad Supported
Mobile to Brick-and-Mortar
Tiered Pricing
70% for developer
30% to Apple
Includes:
credit card processingcurrency conversationwireless carriers
Freemium
Free to download.
Upgrade still 70/30 split.
Ad Supported
iAd Supported
Mobile to Brick-and-Mortar
Updates
Approved by Apple
App Store Download
Optional to Users
Is Dynamic Content an Update?
Q & A
Income Strategies
Advanced Features
Push
In-App Purchase
Universal Apps
Push
In App Purchase
In App Purchase
Universal Apps
One binary file that includes iPhone, iPad, and iPod touch versions of an app.
Universal Apps
Universal Apps
Universal Apps
Universal Apps
Non-Universal AppsCommonly uses HDname for iPad.
Keeps download sizeunder 3G limit.
May charge user twice!
Q & A
Push
In-App Purchase
Universal Apps
Here Today, Gone Tomorrow
85% of “day zero” users lost in 30 days.
A great app may have 5% of “day zero” users in only 6 months.
The App Store is designed for high turnover.
Requisite Powerpoint Chart
Source: Jan 2010 Flurry
Yesterday’s News
Every 6 months, major OS changes likely.
Yesterday’s News
Every 6 to 12 months, new devices.
April, iPad
June, iPhone
September, iPod touch
Yesterday’s News
Within 2 years, today’s devices will miss out on new features.
Party Like Its 1995.
Like the early days of the web, App Store developers have diverse backgrounds.
As such, potential vendors are likely to bemulti-disciplinary teams.
Who creates apps?Advertising/Marketing types.
Console game, web application & desktop software coders.
Flash refugees.
Zynga. 37Signals.
Math nerds. Students.
Offshore sweatshops.
Obscure Mac developers that suddenlyfeel vindicated.
Chart Showing What I Just Said
Source: Jan 2010 Flurry
Two Approaches
Agile
Two Approaches
Waterfall
Make Your Vendors Better
Know your audience.
Keep to your niche.
Niche success: Proloquo2Go
Make Your Vendors Better
Remember an app is not a small website.
Or print ad.
Or television show.
Leave out features and adapt quickly.
Frequent updates keep users interested, so don’t wait for perfect.
Make Your Vendors Better
Apps can’t solve bad products.*
*This message brought to you by developers everywhere.
Make Your Vendors Better
Great apps are not desktop software in miniature.
Make Your Vendors Better
Remember, making an app simple for users does not mean it is easier or cheaper to develop.
Make Your Vendors Better
Q & A
Types of Vendors
Project Approaches
Making Vendors Better
Information Sources
In-App Analytics
App Store Reports
Analytics
What can we track?
Device Data may not be provided or disclosed to a third party without Apple’s prior written consent. Accordingly, the use of third party software in Your Application to collect and send Device Data to a third party for processing or analysis is expressly prohibited.
What can we track?
Some company called Flurry had data on devices that we were using on our campus -- new devices. They were getting this info by getting developers to put software in their apps that sent info back to this company! ... It's violating our privacy policies, and it's pissing us off! So we said we're only going to allow analytics that don't give our device info -only for the purpose of advertising.
Steve JobsJune 2010
App Store Reports
SKU
Country
Price Paid
Your Share
In a text file to import to Excel, etc.
Standard Equipment
Standard UI Controls
No databases
No animation
Optional Equipment
OpenGL-ESCore AudioCustom UICore Data / SQLitePush NotificationsIn-App Purchase
Q & A
Analytics
Cost Considerations
Best in ClassiPad
Best in ClassiPhone & iPod touch
Q & A
Best in Class Apps
Next in Mobile?
More social.
More virtual goods.
More non-traditional devices.
Television 2.0.
Bandwidth Battles.
Social Integration
Virtual Currency
iOS 4 on... BMW?
TV + App Store = ?
Bandwidth
Q & A
Social features.
Virtual goods.
Future directions.
!n.