Wave Marketing Publishing OverviewCatch the mobile application wave

Mobile App Publisher Helping Developers Launch Successful Apps

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January, 2012 Apple iTunes

The Mobile Application Wave

Who We Are? What Problems We Solve? Why Are We Different?

Agenda

1 2 3

Wave Marketing

Publishing Services

The Value Developers Receive

Wave Marketing Publishing OverviewCatch the mobile application wave

Who We Are

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Mobile App Publisher

Full life-cycle services, from product concept to launch and extension.

Who We Are

Developers PublishersWhat problems do we solve? • Lack of marketing expertise

• Global reach and distribution

• Positioning and packaging

• Product readiness

• Lack of promotion

Why Wave Marketing Publishing

Wave Marketing

Global Reach

Product Readine

ss

Proven SuccessPeople

Low Cost Marketin

g

Wave Marketing Publishing Advantage & IP

Wave Marketing Publishing: App Lifecycle Management

Develop Launch ExtendGrowProductConcept

Unique Approach

Business Plan• Market & Competition• Product & Packaging• Marketing & Launch

Create Buzz• Launch

Communications (PR, Social Media)

• App Store Presence• Promotions

Drive Revenues• Refreshes & promotions,

WOM• Feedback Capture &

Analysis

Extend Apps• Cross sell, up sell• New product intro

Wave Marketing

Full Service Marketing

Marketing that builds on it’s own momentum & Full Lifecycle Management -from idea to next idea

Communications

• Press Releases• Product Reviews• Multi-channel

announcements• Website

Wave Marketing

Full Service Marketing

Launch & Promote

Collateral Development

Social Media - WOM

Promotions

• Blogs & Tweets Buzz• Social sites, Facebook• Referrals and

“like this” programs

• Email and social media

• Direct mail• Pricing promotions

and cross sales

• Icons & Descriptions• Demos & Screenshots• Datasheets

and presentations

Publish

Comms.&

PromotionEmail

Campaign

Press Release

Features/ Lifestyle

NewsOnline

Blogs

Blogs/ Forums

Website

Social Media

Facebook,LinkedIn

Syndicate (Twitter,

etc)

Recommends (Digg, etc)

Rich Media (YouTube,

Slideshare)AdvertisingApp Stores

Amazon… and more

Apple iTunes

Android Markets

TMobile SingTel

Verizon

Sprint Globe Phils

Vonage

AT&T

Other EU Carriers

China MobileOther SEA

Carriers

Virgin Mobile

Blackberry Markets

WindowsMarkets

Web Apps

Chrome

iMac

MS Cloud

Wave Marketing

Full Service Distribution

Publish to over 20AppStores

Shanghai, China• market entry• development resources

The Philippines• design, graphics, audio• development resources

Silicon Valley• market access•Development resources• Mobile leadership

Global Reach & Low Cost Marketing

Global ReachLow Cost Global Advantage

Lower Cost, Wider Distribution• Low cost APAC infrastructure• China, Korea, Japan market opportunities

Product Readiness

Product Readiness Product Services

• Multi-device QA services• Focus group services• Localization/Translation services• Cloud services• Security services• Graphic and audio services• Platform porting (e.g., Android to

iPhone & RIM)

Proven Success

Proven Success More to come

• 10 active developers• 2 small development organizations• China, and Korea market entry

Wave Marketing Publishing OverviewCatch the mobile application wave

What Services Do We Deliver

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Wave Marketing Publishing: Wave Lifecycle Management

Develop Launch ExtendGrowProductConcept

Wave Marketing Publishing Services

Wave Marketing Publishing3 Key Functions:• Market Analysis• Product Readiness• Launch & Promotion

1. Market Analysis:Wave Segmentation• Customer Segmentation• Persona Profiling• App Business Modeling

How To Target Customers

Category Value

Breath

Duration

DevicePlatfor

m

Category Value Breath Duration Device Platform

Gaming

.

.

.Premium / low

cost...

.

.

.Mainstream /

Niche...

.

.

.Event based, short-term, or

long-term...

.

.

.Phone, Tablet

.

.

.

.

.

.Apple, Android, Symbrian RIM

.

.

.

Entertainment

Lifestyle

Productivity / Business

Health / Fitness

Finance

News / Sports

Books, Magazines / Presentations

Enterprise Apps – Workforce Productivity

Business ModelSegmentation

Price:Free / Cost

Cross sell / Upsell

Ads Subscription Branding & Others

Application Modeling

Wave Segmentation

Q4-2010 Q1-2011

Q2-2011

Q3-2011

Consumer Driven Events

Technology Driven Events

Christmas “Tablets Hottest Gift”

ChinaApp Stores

RIMPlaybookiPads

(Android/Samsung Galaxy)

AppleNews

(MacWorldJan 27)

Apple News(DeveloperConference

June)

iPad intros by: Lev0no, Dell, Cisco, Visio,… many more

AppleV2 iPad

CES & WinterProduct Intros

Customer habitat & personaprofiling:“marketing timing is everything”

Wave Segmentation

Positioning Strategy

1. Market Analysis:Go-To-Market Approach

DifferentiationRevenue/ Cost

DifferentiationRevenue/ Cost

Q3 Market

Extension

Q4New-New

Q1Me-Too

Q2Product

Extension

New ProductIntroduc

tion Quadra

nt

Product Centric

Mar

ket C

entri

c

Positioning Strategy

1. Market Analysis:Go-To-Market Approach

DifferentiationRevenue/ Cost

DifferentiationRevenue/ Cost

Q3 Market Extension

Q4New-New

Q1Me-Too

Q2Product Extension

New ProductIntroduc

tion Quadra

nt

Product Centric

Mar

ket C

entri

c

FirstWords Angry Birds

Angry BirdsCrush the Castle

What We Look For:• Zero to small number of

competitors• No market leaders• Team commitment• Untapped market

What We Look For:• Unique saleable features

customers are looking for• Developer’s commitment for

product enhancements

What We Look For:• Available untapped markets • Available sales channels• Developer’s commitment for

market extensions (revenue sharing)

What We Look For:• Smaller number of competitors• Viral adaption with Wave

marketing• Growth in market interest• Large customer base

1. Market Analysis:Competitive Research

Competitive Strategy

Product Planning

2. Product ReadinessWave Business Plan• It’s a living plan• It’s pragmatic• Highly creative –uses a

storyboarding design methodology

• Fiscal and project management guidance

Global, multi-platform, and customer ready

2. Product ReadinessWave Product Services• Multi-device QA services• Focus group services• Localization/Translation

services• Cloud services• Security services• Graphic and audio services• Platform porting (e.g., Android

to iPhone & RIM)

ProductPlan

BusinessPlanv1

ProductConcept

ConceptReview

StoryboardDesign

MarketingPlan

GreenLightFinalize

Product Plan

1-2 weeks 1 week 1-2 weeks

Business Plan v2

MarketAnalysis

InDepthPlanning

2. Product ReadinessWave Planning Process

Guidance through the planning process

Communications

• Press Releases• Product Reviews• Multi-channel

announcements• Website

Marketing Plan & Execution

Collateral Development

Social Media - WOM

Promotions

• Blogs & Tweets Buzz• Social sites, Facebook• Referrals and

“like this” programs

• Email and social media

• Direct mail• Pricing promotions

and cross sales

• Icons & Descriptions• Demos & Screenshots• Datasheets

and presentations

3. Launch & Promote

PR Strategy Online and offline PR mix Category PR PR leverage and drive customers into

action

Social Media Strategy Mainstream versus niche strategy Thought leadership/ expertise influence Buzz tactics – Tweets, Diggs, and others

WOM Strategy Influencers and reviewers WOM hooks

Advertising Strategy SEO optimization Ad placement and design services Online and offline ad mix

Direct Marketing Strategy eMail, DM Promotions Events, Mailers or other DM strategies

Promotion Strategy Intro Pricing, Free Apps Product Extensions: Next Generation,

Refresh and others Physical Merchandising Platform and device spotlights (Apple vs.

Android, Dell vs. RIM, etc.)

Marketing-Communications Checklist

Get Noticed

Publish

Comms.Email

Campaign

Press Release Features/

Lifestyle

News

Online

Blogs

Blogs/ Forums

Website

Social Media

Facebook,LinkedIn

Syndicate (Twitter,

etc)

Recommends (Digg, etc)

Rich Media (YouTube,

Slideshare)Advertising

App Stores

Amazon

Apple iTunes

Android Market

TMobile SingTel

Verizon

Sprint Globe Phils

Vonage

AT&T

Other EU Carriers

China MobileOther SEA

Carriers

Virgin Mobile

Web Apps Chrome

iMac

MS Cloud

Promotion

Distribution

3. Launch & PromoteGlobal Distribution

Coordinated & Momentum Building

Publish

Wave Marketing Publishing OverviewCatch the mobile application wave

How It Is Managed

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Planning & Process Reports Tracking & Dashboard Reports

Wave Marketing Publishing OverviewCatch the mobile application wave

What Value To Developers

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1. Better return on development > 40-60% revenue uplift

Connect with your customer – right message Get them to buy – right packaging, pricing and promotion Get them to recommend

2. Faster to market> 30% reduction in time to market

Hit the right sales windows Time the launch right – make an impact

3. Better product> Better reviews, and higher ratings

Improve quality Meet customer expectations Extend the product – what’s next

“Ride The Mobile App Wave”

Summary: Wave Marketing Publishing Value To Developers

1. Highly competitive• Low barriers to entry• Crowded and undifferentiated app market• Price erosion (>40% of downloaded apps are $0.99 or less)

2. Highly segmented • Who is your target? Why would they care?

3. Short product lifecycles • Need an impact and to extend the product

4. Lack of marketing knowledge • Post and run approach – leads to undifferentiated market • Poor messaging and inability to connect with the customer

5. Quality issues • Low ratings and unhappy comments

Summary: If Developers Go It Alone

Business Challenges for AppsWhat Wave Marketing Publishing Helps Solve

Key mistakes Wave Marketing Publishing helps avoid: Short Life: post, don’t promote – dies off

Late to Market: miss out on key windows

Me Too: undifferentiated in crowded category, don’t position out of category to connect

Don’t Connect: lack of compelling message and images to connect with the customers

Don’t Maximize: wrong pricing, wrong audience, little feedback capture and improve

Poor Experience: quality or customer experience issues cause poor ratings and comments

No Future: not capturing feedback or extending the app

Summary: If Developers Go It Alone

Unique Value Proposition (UVP)

Market Size/ OpportunityEXECUTIVE SUMMARY: WAVE MARKETING BUSINESS PLAN

• $17.5 billion apps market by 2012• $6.2 billion in 2010, from $4.2 billion in 2009, Gartner Inc.• Explosive app growth: 85% growth, 7B to 50B download by 2012• Explosive tablet growth – fastest growing product

• iPad, over 4B sold in 3 months• aPad, Q4 launch – 30% market share in 1 year

• Highly competitive:• Over 300,000 apps. Apps sales driven by top 20 (80%

revs)• High price erosion (42% are $.99 or less)• Average life span is under 3 months• Intensive developer competition: “25 percent of the new

startups [in India] are in the mobile applications market“

• Growing App Stores: Apple, Android, Intel, Adobe, Verizon, AT&T…

Wave Marketing provides publishing services to accelerate the revenue growth of mobile applications • Marketing methodology – Wave Marketing• Low cost marketing infrastructure• Global reach• Product Readiness (incubation as well)• Proven – pipeline/ successes• Value proposition to developers;

• Better return on development• Faster time to market• Better quality product/ experience

• Challenges addressed• Lack of marketing expertise• Highly competitive market, with short

lifecycle• App and experience low quality

Action Plan

Financials• Three key business models

• 30-70% revenue sharing with developers• Packaged services (retainers are possible with dev

firms)• App investment (>80% revenues with shared

costs)• $200,000 gross revenues in year one

• 10-15 apps • $1M in upside

• 1 breakthrough – top 20 app (potential to yield >$1M)

• $50,000 - $100,000 in operating expenses, year 1• 50% gross margin target•$100K start up funding (resources + cashflow) –October 2010• Wave Publishing infrastructure in place by January 2011•1st App launched in February 2011•2-5 Add’l Apps launched by March-May 2011 with major mktg launch• 1st round of Investor funding by March-April 2011•Risk: % of revenues for independent developers, first wins being required to secure business. Ability to brand. Marketing dollars.

Authors PublishersMarket AnalysisPackaging, Pricing, Product ReadinessLaunchPromotionsDistribution

Publishing Services for Mobile Applications

“Ride The Mobile App Wave”www.gowavemarketing.com

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