midem 2010 mobile music apps workshop
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Practical 5 step guide to devise your mobile music app strategyTRANSCRIPT
HOW TO CREATE A SUCCESSFUL SMARTPHONE APP
Dominic Pride, The Sound HorizonMIDEMNET Academy25 January 2010
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
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
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
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
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
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 ?
Five Steps to Apps Success
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?
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
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!
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
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
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
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…’
Presented by The Sound Horizon
GARTNER INC: PROJECTED APPS GROWTH
Source: Gartner Inc. 2010
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…
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.