The document discusses the potential for an iPhone app called iPrank. It provides information on the iPhone's launch and success, the App Store's downloads and revenues, and different business models for apps. It also analyzes the viral success of the app iFart and presents scenarios for how well an iPrank app could do if launched on the App Store.
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack
iPrank
1. iPRANK
Course 739 - Service Marketing & New Technologies
19310 - Jacob Leander-Olsson
19781 - Martin Sandberg
21440 - Niklas Olsson
Thursday, March 19, 2009
2. Voice changer
Pre-recorded messages
Hide your number
Voice collections that
allow user to ”dictate”
conversation
Recording & sharing
Downloadable
capabilities
content
Thursday, March 19, 2009
3. IPHONE
• Originally launched in June 2007
• 17.4m units sold
• Available in eighty-four countries
Thursday, March 19, 2009
4. Original iPhone iPhone 3G Coming soon
Thursday, March 19, 2009
5. USER DEMOGRAPHICS
-18 år
51+ år
0.5 %
11.5 % 18-25 år
20.0 %
41-50 år
13.0 %
26-30 år
29.0 %
31-40 år
26.0 %
Source: Spoiledmilk, Quick guide to iPhone apps, http://www.spoiledmilk.ch/blog/?p=551
Thursday, March 19, 2009
7. APP STORE
• 500,000,000 downloads
• 25,000 applications
• 70% / 30% split
• 250m USD turnover in seven months
• Competition from other application
stores
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8. BUSINESS MODELS
• Paid
• Advertisment-supported
• Branded applications
• Freemium
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9. PRICING
Free
23.0 %
Paid
77.0 %
Source: Edible Apple, The iTunes App Store is thriving, http://www.edibleapple.com/the-itunes-app-store-is-thriving/
Thursday, March 19, 2009
10. PRICING DISTRIBUTION
Source: Edible Apple, The iTunes App Store is thriving, http://www.edibleapple.com/the-itunes-app-store-is-thriving/
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20. OUTSIDE OF APP STORE
• Viral ingredients of application
• Sharing functionality
• Website
• Get a decent initial user base
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21. DIFFERENT SCENARIOS
$
• Scenario 1 - 50k free or 10k paid
• Scenario 2 - 200k free or 40k paid
• Scenario 3 - 7.2m or 360k paid
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22. ”There's no chance that the iPhone is going to get
any significant market share”
”I don't think anybody is going to be looking at
these phones in the same way again”
Thursday, March 19, 2009
23. ”There's no chance that the iPhone is going to get
any significant market share”
”I don't think anybody is going to be looking at
these phones in the same way again”
Thursday, March 19, 2009
Launched in July 2008
Accessed through iTunes and on the iPhone
We also examined two cases to get....
Digital fart machine
Launched late 2008, Priced at $0.99
Christmas eve - $27,000 in net revenue after Apple’s cut
Importance of top list & get momentum
Digital fart machine
Launched late 2008, Priced at $0.99
Christmas eve - $27,000 in net revenue after Apple’s cut
Importance of top list & get momentum
Two-week test period
Limited to pricing and category selection
Games as primary and Entertainment as secondary category
Importance of getting on top list
This combination - the success of the App Store, the limited development costs, lessons learnt from the two success stories that we looked into and our own knowledge of the iPhone and similar services - make us believe that iPrank has a great potential to become the next hit application for the iPhone.