midem 2010 mobile music apps workshop

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HOW TO CREATE A SUCCESSFUL SMARTPHONE APP Dominic Pride, The Sound Horizon MIDEMNET Academy 25 January 2010

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Practical 5 step guide to devise your mobile music app strategy

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Page 1: Midem 2010 Mobile Music Apps Workshop

HOW TO CREATE A SUCCESSFUL SMARTPHONE APP

Dominic Pride, The Sound HorizonMIDEMNET Academy25 January 2010

Page 2: Midem 2010 Mobile Music Apps Workshop

Presented by The Sound Horizon

TODAY’S MIDEMNET ACADEMY SESSIONWhat’s going on with mobile apps?What’s successful in music apps ?What the opportunity for artists?Five steps to app success Q&A

Download this presentation atwww.midem.comwww.m-e-f.orgwww.thesoundhorizon.com

@thesoundhorizon

Page 3: Midem 2010 Mobile Music Apps Workshop

2009: MOBILE APPS EXPLODE

• Why now?– Smartphone power /

experience– Unlimited data plans– Developer ecosystem

• Stores everywhere– +/-25 stores

– Handset Brands– Network Operators– Platforms– Independents

• Significant revenue• $2.5 BN in 2009

• Billions of downloads– Apple: 3bn to date– Getjar: 769m to date– Nokia OVI: 1m+ / day

Sources: ,Gartner Inc. Apple, Getjar, Flurry, Nokia, Distimo

Page 4: Midem 2010 Mobile Music Apps Workshop

Presented by The Sound Horizon

2010 AND BEYOND: APPS STAY HOT

•Smartphones get super-smart while “dumb” phones get smarter

Apps will become the dominant way we interact with content and services

2009: Smartphone

2010: Superphone

•Apps go beyond mobile phones-Handhelds-Slates-Consoles-TVs

Sources: Gartner Inc., Flurry

21.7 BN

$29.5 BN

Mobile Apps In 2013

Downloads Revenues

Page 5: Midem 2010 Mobile Music Apps Workshop

Presented by The Sound Horizon

WHAT’S DRIVING MUSIC APPS?

47

36

10331

6323

35 5 1

66

19

65 4

Top 100 Free, Paid and Top Grossing US iTunes App Store Downloads May-Dec 09

CreationServicesInteractionArtistAccessGame

Top FreeTop PaidTop Grossing

Sources: Apple AppStore / Distimo / The Sound Horizon Analysis

Creation:• Playing• Learning• Generating Services:

• Recognition• Streaming• RadioInteraction:

• Remixing• Scratching• Karaoke

Artist:• Impersonati

ng• Games• Updates

Access:• Audio /

Video• Themed

compilation

Making, discovering and interacting with music are the most popular themes

Page 6: Midem 2010 Mobile Music Apps Workshop

Presented by The Sound Horizon

ShazamWHAT: Recognition and discoveryWHY:Strong mobile utility premium.Innovative use for mobile

INGREDIENTS FOR SUCESSFUL APPSMost Popular Free (US)* Most Popular Paid (US)* Most Grossing (US)*

PandoraWHAT: Interactive streamingWHY:Immersive, personal.Unlimited music and context.

OcarinaWHAT:Virtual instrumentWHY?:Active engagement.“Perform to the world.”

I Am T-PainWHAT:“Auto-tune” singalong and shareWHY?:Active.engagement.Community.

1 1

2 2I Am T-PainWHAT:“Auto-tune” singalong and shareWHY?:Activeengagement.Community.

Guitar ToolkitWHAT:Metronome, chords & tunerWHY?:“Multitool” approach and mobile premium.

*May- December 2009. Sources: Apple AppStore / Distimo

1

2

Page 7: Midem 2010 Mobile Music Apps Workshop

Presented by The Sound Horizon

APPS = OPPORTUNITIES TO CONNECT

• Want to engage with artists and other

fans• Want new ways to

use their smartphones

Apps let artists connect with fans and fans connect with each other

Your artists Your innovative app App Stores Your hyper- connected fans

• Want hit products and differentiation

• Looking to add value to mobile brand

• Looking for new and relevant ways to

connect with audiences

• More digital natives!

• Your chance to entertain mobile

fans…then upsell

…..…so what are you waiting for ?

Page 8: Midem 2010 Mobile Music Apps Workshop

Five Steps to Apps Success

Page 9: Midem 2010 Mobile Music Apps Workshop

Presented by The Sound Horizon

STEP 1: STRATEGIES FOR SUCCESS• Do you need an app?

-will your fans use it?• Which platforms and where? • What’s your key goal?

-free vs. premium vs. freemium • What will you measure?• Is your artist involved?• How does it fit your digital strategy?

Page 10: Midem 2010 Mobile Music Apps Workshop

Presented by The Sound Horizon

STEP 2: DESIGN FOR MOBILE•Exploit mobility

-Location-Community-Currency -Personalisation

•Recognise the platform-UI and interaction-Integrate with apps / features

Page 11: Midem 2010 Mobile Music Apps Workshop

Presented by The Sound Horizon

STEP 3: BUILD AND TEST YOUR APP

BUILD IN-HOUSE

OUTSOURCE BUILD

TEMPLATE SOLUTION

PROS •Control•Alignment

•Get expertise •Simple•Inexpensive

CONS •Recruitment•Overhead

•Investment •Still needs extras

Some options for building your app

You are the publisher.Test and take quality seriously. Your users will!

Use (and re-use) web elements!

Page 12: Midem 2010 Mobile Music Apps Workshop

Presented by The Sound Horizon

STEP 4: LAUNCH ON STORE•Getting approval

-Anticipate and budget time•Communication

-Be there for questions•Take care of details

-T&Cs-Marketing materials-Target your app

Page 13: Midem 2010 Mobile Music Apps Workshop

Presented by The Sound Horizon

STEP 5: PROMOTE AND SUPPORT•Pitch for those promo slots

-Account manage your stores!

•Let the product do your marketing-Feedback is precious

•Mobile Ads-Target relevant handsets

•Use your existing channels-Tell fans to tell other fans

Page 14: Midem 2010 Mobile Music Apps Workshop

Presented by The Sound Horizon

YOUR 5 STEPS TO APP SUCCESS

ENTERTAIN US !INVOLVE US! !

 Have a clear app strategy

InnovateEngage Simplify

Take ownership of quality

Support your app

store partners

Harness fan power

Page 15: Midem 2010 Mobile Music Apps Workshop

Let’s talk !

[email protected]: @thesoundhorizon

[email protected]

Page 16: Midem 2010 Mobile Music Apps Workshop

Presented by The Sound Horizon16

Application stores & developer programmesIn addition to the application stores, many handset manufacturers and

operators run their own developer programmes eg RIM’s Alliance Programme, O2’s Litmus and Nokia’s Launchpad. These are communities or ‘innovation incubators’ providing support and feedback for developers, while giving the companies first sight of the most innovative applications.

Useful websites:www.wipconnector.com lists app stores and developer programmeswww.distimo.com categorises the main app stores by operator/handset

Find an ally within each developer programme and ‘network, network, network…’

Page 17: Midem 2010 Mobile Music Apps Workshop

Presented by The Sound Horizon

GARTNER INC: PROJECTED APPS GROWTH

Source: Gartner Inc. 2010

Page 18: Midem 2010 Mobile Music Apps Workshop

Presented by The Sound Horizon

WHERE ARE MUSIC APPS?EU 5

1 Games

2 Maps

3 IM

4 E-mail

5 Weather

6 Social Networks

7 Search

8 News

9 Sports info

10 Entertainment news

US1 Games

2 Email

3 IM

4 Maps

5 Weather

6 Social Networks

7 News

8 Search

9 Sports info

10 Traffic reportsSource: Comscore. 3 month average ending Sept. 09. All App stores.

...not in the top 10 categories overall in Europe or US….

…and helping to drive other key categories…

.. and adding spice to app stores retail mix!

…but No.4 in the Apple App Store…

Page 19: Midem 2010 Mobile Music Apps Workshop

Presented by The Sound Horizon

ABOUT MEF

Who is MEF?Mobile Entertainment Forum is the leading global trade body representing all parts of the mobile media ecosystem with headquarters in London and regional chapters in Americas, Asia, EMEA and LATAM.

Why join? • Networking & business development via MEF Connects member events to facilitate market entry• MEF working groups addressing key industry issues e.g. Content Sales Reporting• Regulation summaries keeping you up-to-speed on regulation affecting your business• Access to research via our network of strategic partners

Who are members?160 companies from across the value chain including:• Network operators e.g.Vodafone, Telecom Italia, Turkcell, MTN, Orange• Content owners e.g.Sony Pictures, Sony Music, BBC, Axel Springer• Technology platform providers e.g.24-7 Entertainment, Aspiro, Muzicall, Omnifone, Shazam

See www.m-e-f.org for a full list of members.