iPhone Apps:From Idea to Implementation

October 2009

Presented by:Dustin Jacobsen

Technical Director, Barkley

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Agenda Introduction

Mobile platform overview

iPhone and app growth

Approach

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Your Presenter Part of the Barkley Interactive Technical team

Likes shiny things

Presents on mobile, social and emerging technologies

Invitation to heckle me at ad:tech NY

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Relevancy Consumers

Competitors

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Say What What do you want to learn today?

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Apps What apps do you have installed?

What apps do you use?

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Mobile Platforms Gartner is pretty gutsy in predicting Android will have 14.5%

market share by 2012, ahead of iPhone, BlackBerry

2012 prediction: Symbian (Nokia) 39% Android (currently 2%) - 14.5% iPhone - 13.7% Windows Mobile - 12.8% BlackBerry - 12.5% Various Linux - 5.4% Palm 2.1%

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SatisfactionIndex

via TechCrunch

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iFund Kleiner Perkins Caufield & Byers

100 million fund for iPhone / iPod Touch related business ideas

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Approach Strategize

Build

Launch

Promote

Listen for & incorporate feedback

Rinse & repeat

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Strategize Gold rush is over - must differentiate

Cost free vs. paid

Payment - upgrades

App discovery

Ecosystem - build, re-brand, partner

Measurement of success

Is iPhone the right platform?

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Strategize Content

Channel conflict

Support & complaint handling

Acquisition, retention or both?

Unique device characteristics Multi-touch, accelerometer, sensors, location / map, compass,

photos, video

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Strategize - Free or Paid Paid (75%)

Guinness Pub Finder $1.99 Kraft iFood Assistant - $0.99

90+% are new to kraftfoods.com Major League Baseball $9.99 (+ per game)

Free Pizza Hut The Weather Channel Benjamin Moore ColorCapture Yelp Gap StyleMixer

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Build Internal vs. partnerships

Apple approval timeframe

Standard development process, but have stakeholders beta test and become familiar with app

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Promote 62% of applications are found through search

60% of applications are found through browsing

20% of applications are found through ads within other apps Key - burst with media spend and promotion to

get in the top

Admob, Advertising Age: Apps for Brands, September 23. 2009

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Promotion through existing channels Corporate website Newsletter Facebook Twitter PR

Promote

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Promotion through new channels Mobile friendly websites Mobile content sites Other iPhone applications

Weather, sports, finance Tagging SMS messages

Promote

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Rinse & Repeat Iterative process

Time to market is more important than super feature rich

Updates provide a way to re-engage users

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Apps for Brand Conference, Sept 23, 2009

Appendix

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Dustin JacobsenTechnical Director

Barkley

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Thanks!