Marketing in the App Economy - ITB Kongress - · PDF fileFounded in 2005 --> far too early for...
Transcript of Marketing in the App Economy - ITB Kongress - · PDF fileFounded in 2005 --> far too early for...
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Marketing in the App Economy
presented by Stefan Wagner, mvolution GmbH
Berlin 06. March 2013
Copyright mvolution GmbH 2013
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Founded in 2005 --> far too early for App Economy
We are an App Development Agency!
We develop & operate an Itinerary Platform: travelload
What and who is mvolution?
Copyright mvolution GmbH 2013
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Copyright mvolution GmbH 2013
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Copyright mvolution GmbH 2013
References
App Development
References
travelload platform
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What is an App Economy?
Devices
Manufacturer (Apple, Samsung, HTC, RIM, Nokia ...)
OS
OS (iOS, Android, Windows 8 ...)
Apps
Developer (mvolution ...)
App Stores (iTunes, Google Play, Amazon ...)
Market Places
(App) Marketing Image: http://www.amazon.de/App-Economy-Millarden-Markt-Dr-Ansgar-Mayer/dp/3868801332
Services
Provider (Lufthansa, Paypal, travelload, Ebay, MyTaxi ...)
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1. You need a product...
Production
= Product
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… from Web to App
User Experience
Design-Thinking
Usability Engineering
Content Availability
Interfaces (API‘s)
The challenge (most of the time)…
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First: Mindmap and note
Mindo
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Marketing
External Expert
Internal Project Manager
Sales
Internal IT
Workshops with stakeholders
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Rough idea visualisation
Whiteboard
Cards
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Concept with Mockups
http://www.balsamiq.com/products/mockups
Balsamiq
Stencil kit
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Detailed concept with PSD & PPT
Powerpoint
Photoshop
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I hate word.doc(s)
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Rapid prototyping
Blueprint
Dapp
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Coding on SDK‘s (iOS, Android,...)
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2. You need a price point and...
Price &
Business Model
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Whats the business model & price?
One time payments per download
In-App purchase for virtual goods
o One time (add level, feature)
o Subscription (Services oriented)
Through advertising
o iAd, Google, Smaato...
o Sponsorships
B2B licensing (Corporate Travel App)
M-Commerce (HRS, Shopgate...)
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Whats the business model & price?
1 month
12 months
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3. You need to distribute it...
Place
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App Stores as distribution channel
Image: http://techcrunch.com/2011/12/20/distimos-year-end-report-shows-why-developers-love-ios-iphone-4x-android-revenue-ipad-2x/
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App Stores as distribution channel
So investment strategy is clear?
Not for every App.
There are reasons to invest in other OS.
We still invest in BlackBerry!
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App ranking is important
Image: http://www.distimo.com/blog/2012_05_quora-answering-series-download-volume-needed-to-hit-top-25-per-category/
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4. Customers need to know about...
Promotion
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iAd & Co.
The Mobile Marketing Association (MMA) Guidelines
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Viral Marketing
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Use of data for Infographics
Image: http://blog.foursquare.com/2011/11/22/planes-trains-and-automobiles-an-infographic-of-travels-on-foursquare/
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Gamification
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Thank you for listening
Stefan Wagner CEO & Founder
mvolution GmbH
+49 176 30030080
www.mvolution.de
www.travelload.de