A brief about OpenXcell Technolabs

• Openxcell Technolabs is an ISO 9001:2008 certified company located in India and USA.

• We are a big team of enthusiastic designers, skilled developers and experienced managers.

• We have very strong hold in Mobile App Development, Game Development, Web Development, E-commerce Development and Enterprise Systems.

• We have delivered quality solutions to our worldwide clientele.

Introduction & Agenda

• Forecast about mobile app market• Performance of iOS7• What’s new & Benefits of iOS7• Discussion about iOS7 Challenges with reference

to new apps and existing apps • Strategies to move with the change• Effect on app marketing & monetization• Few practical tips to improve revenue of iOS apps• Conclusion• Q & A

Forecast about mobile app market

• How much revenue do/will mobile apps generate?– Full-year app revenues of $12 billion in 2012– Forecasted to grow to $20.4 billion in 2013 – Forecasted to grow to $63.5 billion in 2017

• How many apps are downloaded each year?– Forecasts: 82 billion apps will be downloaded worldwide in

2013 – By 2015 there will be around 151 Billion app downloads– And by 2017 there will be more than 200 billion

downloads per year

Forecast about mobile app market

Source: - Portio Research

Forecast about mobile app market

• How many people use mobile apps?– 1.2 billion People at the end of 2012– Forecast to grow at a 29.8 percent each year– 4.4 billion Users by the end of 2017– Much of the above growth will come from Asia

• How do you make money from mobile apps?– In 2013 there will be 81.4 billion downloads, 90 percent of these

will be free apps.– By 2016 there will be 309.6 billion app downloads, but 93 percent

will be free– The number of downloads featuring in-app purchase will increase

from 5 percent of total downloads in 2011 to 30 percent in 2016. – The share of revenue from in-app purchases will increase from 10

percent in 2011 to 41 percent in 2016.

Forecast about mobile app market

Source: - Portio Research

Source: - Gartner

• How many mobile apps are there in market?– In October 2013 Mr. Tim Crook announced that Apple

has crossed 1 million app in App Store – In July 2013 Google's VP Hugo Barra announced that the

Google Play store had more than one million apps in its app store

Forecast about mobile app market

Performance of iOS7

On the Day of Launch

Source: - Chitika

On the Day of Launch

According to Mixpanel 22% people updated on iOS in the 10 hours following its launch Source: - Mixpanel

On the Day of Launch

According to ONSWIPE 31% users are already on iOS7 in first 24 hrs from its launch across all iOS devices.

On the other hand iOS 6 got only 24.77 % updations in first 24 hrs across all iOS devices

Source: - Onswipe

Performance of one Week

From North American iOS we traffic iOS 7 crossed the figure of 50% in first week Source: - Chitika

iOS7 Adoption in October 2013

Source: - MixpanelMore than 75% adoption of iOS 7 was recorded by 26th of this month

What’s new & benefits of iOS7

• New mobile user interface - We see this as major UI change since iPhone introduced.

• New gestures - Next important update is gesture technology, There plenty of new gestures are available in Ios7.

• Auto-layout updates - Easier for developers to make sure it appears correctly on a user’s screen.

• Airdrop - Transfer your files between two iOS devices and doesn’t need any configuration.

• Multitasking - Make an app intelligent and have the latest content before app launch without compromise battery.

• Camera, Photos & Video - Have all your formats for camera, photos & video at one place & apply filters before taking pictures.

• Inter-app audio - Make app act as an output and or input for sending and receiving audio to and from other apps.

• Map kit – You may found numerous improvements and features for apps that use map-based information

Note: There are many more features & improvements available in iOS7 but we listed major features here which we found useful for your reference.

What’s new & benefits of iOS7

iOS7 intoEnterprise, Education

& Government

We listed few features which shows iOS7’s noticable contribution in Education, Government & Enterprise space.

• Enhanced security with Touch ID, default encryption class for all installed apps.

• Increased support to MDM API such as new features like Silent app installation, App configurations, App feedback, Managed "Open In“, Control which apps use cellular data, Extra Accessibility Options for Single App Mode

• Improved flexibility with Single Sign On (SSO) in iOS7

• Airplay mirroring• Multipeer Connectivity in iOS7and many other features

Note: There are many more features & improvements available in iOS7 but we listed major features here we found useful for your reference.

iOS7 into Education, Government & Enterprise space

How it effects to App marketing

• iBeacon (Location based marketing) - iBeacon allows iPhone/iPad devices relating their location in real time to talk to each other, without the need for wi-fi or GPS technology.  Imagine if there is an iBeacon device located in a pizza store then that store can send pizza discount coupons to your iPhone in order to push you to purchase great pizza deals from Pizza store

• Passbook (Bridging print) - We see this as potential feature for marketers to readily convert many of the paper based coupons into a mobile format that is always with the user. It’s Mobile.

• Airdrop (Easy sharing) - Imagine if we use Airdrop App to offer in-app freebies to users who agree to "airdrop" a trial version of the app from their iPhone onto their friend's iPhone.

• Automatic app updates- Quickly optimize and update your app but analyze your user’s behavior and reviews closely and optimize and update the app accordingly. Only with a great app and high rating will give you high conversion rates on your advertising.

• Improved iAds Framework - You can now add it before video playback or before the view controller sends any content to the screen.

Effects of iOS7 in app marketing

Challenges to New apps & Existing

apps

Case study: Apps not optimizing for iOS 7 will cost you big $$$

Sources: uTest

• User interface rendering issues - If your

app have customized views then you may need to make changes to support the new user interface and also need to make sure it appears as needed in your apps.

• Gesture confusion - In few apps, we believe new swipe

gesture may conflicts with buttons or calls to action very close to edge of the screen will not performing as intended.

• Crashing - As you know, Apple adds new APIs in every new iOS (such as

1500+ new APIs added in iOS7) to perform predefined tasks with out need to write big code snippets and it stopped supporting APIs which crash the app sometimes.

Most common problems while migrating apps from iOS6 to iOS7

New frameworks & Enhancements

to existing frameworks

New frameworks

Apple unveils a number of new frameworks for iOS7:

• GameController.frameworkProvides an interface for interaction with game controllers.

• SpriteKit.frameworkProvides support for sprite-based animation and rendering.

• MultipeerConnectivity.frameworkEnsures direct data exchange between devices.

New frameworks

• JavaScriptCore.frameworkProvides Objective-C classes for working with javaScript objects. Using this framework, developers could evaluate JavaScript code and process data in JSON format.

• MediaAccessibility.frameworkManages the presentation of text content in media files, e.g. subtitles. This framework works together with new standard settings for applications where users can manage related options.

• Safari ServicesEnsures support for functions responsible for adding links to web-pages in Safari reading list.

Enhancements to Existing Frameworks

• UIKit.framework• StoreKit.framework• PassKit.framework• OpenGL ES• MessageUI.framework• iAd.framework• CoreMotion.framework• CoreLocation.framework• AVFoundation.framework

Deprecated APIs (APIs which stop supporting from Apple)

• UDID• MAC address• New permissions• New class properties• AddressBookUI framework• Core Animation and few others

Strategies to move with the change

Strategy # 1Evaluating your app for

iOS7 Upgrade

We believe iOS7 is the perfect excuse to re evaluate your app to improve the user experience based on the new features offered by iOS7.

Strategy # 2Re-Engineer Your App’s Architecture

Users expect their apps to be native iOS7 so, use new animation transitions & APIs available in iOS7 to give look and feel like iOS7 to

generate more revenue from your app.

Strategy # 3Maintain OS Backward Compatibility

Its advisable that the app should run on as many devices as possible while still providing the end user the best possible experience on their device.

Strategy # 4Take advantage of Multitasking

Think user’s perspective and save app user’s time by adding Multitasking capabilities to your app and keep it updated even

when app user switches to another app.

Strategy # 5Step ahead and add enhanced Security

for your Business

Secure you app! There are so many enhancements from iOS7 to secure your business data safe.

Key App Store Changes from iOS 6 to iOS 7

Impact of iOS 7’s App Store Changes on marketing

Vertical scrolling is back in iOS 7

More no. of apps will there in Featured & Top Charts

• Approx 1/3 more apps are being displayed in the “Featured” area before clicking “See all”

• There’s no more “See all” button in Top Charts, reducing friction of further exploration

Screenshots and icons are now larger in iOS 7

Now you can use large size of icons in Apple App Store for your App.

Devices iOS 6 size (in pixel) iOS 7 size (in pixel)iPhone Non Retina 57 x 57 not availableiPhone Retina 114 x 114 120 x 120iPad Non Retina (mini and 2nd gen) 72 x 72 76 x 76iPad Retina 144 x 144 152 x 152

Devices iOS 6 size (in pixel) iOS 7 size (in pixel)iPhone Non Retina 57 x 57 not availableiPhone Retina 114 x 114 120 x 120iPad Non Retina (mini and 2nd gen) 72 x 72 76 x 76iPad Retina 144 x 144 152 x 152

Screenshots and icons are now larger in iOS 7

Icon Dimensions:

App icon sizes has changed in iOS 7. Below table is glimpse to share the changes for app icon

App Ratings in iOS 7

In iOS 7 your app ratings will be the total of all the versions (ratings) of your app

So now apps with large no. of ratings (Which are in the app store from a long time) may appear on a superior position, due to more social evidences.

This may convert into more downloads.

Auto Updates

Instead of manually updating your apps, iOS 7 will now automatically push your updates directly to users

• Update cycle will be shorter and the uptake of each release will be more faster:o No need to wait and build up ratings for current version

as the focus is on total ratingso No. of update cycle can be increase to test new features

to boost engagement

• How you tell users about your updates needs to change:o As updates are seamless so now app developers and

marketers needs to inform users about new updates.o In-app messaging services like Apptentive, HelpShift,

and Intercom TK will be useful to create awareness amongst users regarding new updates

Auto Updates

Apps Near Me

App Near Me is a new cahrt in iOS 7. It list down the apps in your local area. Apps which are specifically related to any local area can get benefit out of it.

It will also help in ASO

As it is less focused so apps have opportunity to reach to the users effectively in different way

Kids Category

Kids Category will is a list of apps, for children 11 years old and younger.

It function like a Featured section and not necessarily based solely on popularity

Be sure to get in touch with Apple and set up your age restrictions mindfully

How to not get rejected from the App Store

Lastly, some tips to avoid disapproval during the rigorous review process:

1. Update your app icon2. Update the launch image of your app to include the status bar area3. Support Retina display and iPhone 5 in your every design and artwork

Effect of Price Change on iOS Apps

The Majority of Price Changes is less than $3.00

The largest price changes are in the Apple App Store for iPadTwenty percent of all price events involved a change larger than $4.00 in this store

Source: - DISTIMO

Effect on Downloads by Price Drops

On average, cumulative downloads grow by 1665% five days after the price drop in the Apple App Store for iPhone

While the growth is 871% on the iPad

Source: - DISTIMO

Effect on Downloads by Price Increases

Download volumes in the Apple App Store for iPhone drop by (-)46 %, aggregated over five days after a price raise

In the Apple App Store of iPad, the drop in downloads is somewhat higher, (-)57 %

Source: - DISTIMO

Effect on Revenue

Source: - DISTIMO

Effect on Revenue

A price drop positively affects revenue in both stores

Revenue in the Apple App Store for iPhone increases by 95% three days after the price drop

This percentage was lower in the Apple App Store for iPad, where revenue grows by 51% because of a price drop

The effect of a price drop on revenue is significant and becomes larger in the long run in both the Apple App Store for iPhone and iPad

Source: - DISTIMO

Effect on Revenue

Price Elasticity on Revenue

Source: - DISTIMO

Effect on Revenue

Price Elasticity on Revenue

The price elasticity on revenue in Apple App Store for iPhone is the lowest, which means that revenue reacts most heavily on any price change in this store

Here, a 1% price drop leads to a 1.2% revenue increase within five days

The price elasticity in the Apple App Store for iPad is -0.7, which indicates that a 1% price drop causes a 0.7% increase in revenue

Source: - DISTIMO

Conclusion

To summarize, I would like to point out that iOS 7 isn’t just a new, simplified design but it opens up doors of new opportunities for app marketers & developers.