1. mlyk consulting.
Michael Kirsch
mkirsch@mlyk.com
www.mlyk.com

2. mlyk consulting.
1. Development Platforms

3. mlyk consulting.
1. Development Platforms
2. Distribution
(App Stores / Marketplaces)

4. mlyk consulting.
1. Development Platforms
2. Distribution
(App Stores / Marketplaces)
3. Monetization

5. mlyk consulting.
Platform = Stage
How to choose a
mobile development Platform?

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Platforms

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1M 40M 200M 50M 30M 1B

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1M 40M 200M 50M 30M 1B
Java ME 1B
Flash Lite 500M
Web 1B

9. mlyk consulting.
1M 40M 200M 50M 30M 1B
Java ME 1B
Flash Lite 500M
Web 1B

10. mlyk consulting.
1M 40M 200M 50M 30M 1B
Java ME 1B
Flash Lite 500M
Web 1B

11. mlyk consulting.
1M 40M 200M 50M 30M 1B
Java ME 1B
Flash Lite 500M
Web 1B

12. mlyk consulting.
1M 40M 200M 50M 30M 1B
Java ME 1B
Flash Lite 500M
Web 1B

13. mlyk consulting.
1M 40M 200M 50M 30M 1B
Java ME 1B
Flash Lite 500M
Web 1B

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iPhone changed
the game

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Why iPhone matters
Sold units
S60 200M

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Why iPhone matters
Sold units
S60 200M
iPhone 40M

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Why iPhone matters
% flat-rate
Sold units data plan
S60 200M x 0.15
iPhone 40M

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Why iPhone matters
% flat-rate Potential
Sold units data plan Customer
S60 200M x 0.15 = 30M
iPhone 40M

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Why iPhone matters
% flat-rate Potential
Sold units data plan Customer
S60 200M x 0.15 = 30M
iPhone 40M x 1.00

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Why iPhone matters
% flat-rate Potential
Sold units data plan Customer
S60 200M x 0.15 = 30M
iPhone 40M x 1.00 = 40M

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Why iPhone matters
% flat-rate % knows Educated
Sold units data plan about Apps Customer
200M x 0.15 x 0.10 = 3M
S60
iPhone 40M x 1.00 x 0.60 = 24M

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Does Java matters?
% flat-rate % knows Educated
Sold units data plan about Apps Customer
200M x 0.15 x 0.10 = 3M
S60
iPhone 40M x 1.00 x 0.60 = 24M
Java ME 1B x 0.01 x 0.10 = 1M

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The initial User
experience of
your app
on a E65

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Purchase Decision!

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OK – and where is the game i just downloaded?

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Nokia OVI Store
supports
50M devices
at the moment

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Purchase Decision!
Select your payment methode.

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The initial User
experience of
your app
on an iPhone

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Purchase Decision!

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App Stores / Marketplaces
solves 2 problems

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A distribution
solution

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A payment
solution

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for both user and publisher

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1.0 billion apps installed

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1.0 billion apps installed
40 million devices

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1.0 billion apps installed
/
40 million devices
=
25 apps in every device

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50k apps published

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Gravitytank
surveyed
804 smartphone users,
301 of whom own
app-enabled phones
(either
Apple’s iPhone
or
HTC’s G1)

67. mlyk consulting.
48% download a program once a week
48% using Apps at least 30 min per day
32% to play less with game consols and
more with the mobile
31% say they less read newspaper
28% they watch less TV or use the mp3
player

68. mlyk consulting.
App Store
does not
solve
marketing
for you

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How to choose a platform?

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How to choose a platform?
Do what you know
- learn the platform

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How to choose a platform?
Do what you know
- learn the platform
Think distribution and monetization first
- technological possibilities second

72. mlyk consulting.
How to choose a platform?
Do what you know
- learn the platform
Think distribution and monetization first
- technological possibilities second
Choose mobile web
- if possible

73. mlyk consulting.
How to choose a platform?
Do what you know
- learn the platform
Think distribution and monetization first
- technological possibilities second
Choose mobile web
- if possible
Do for current hot top devices
- not for everybody, not for the past or the future

74. mlyk consulting.
The platform
is
a stage
that defines
an audience
you
reach

75. mlyk consulting.
App Stores / Marketplaces
Distribution

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Overview

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Monetization

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Monetization
Prices range between $0,79 to $999
AppStore provides 70% payout sold over iTunes
Android market 70% payout paid by Google checkout
OVI 70% payout if paid by Credit Card, if pay via the mobile
phone bill it is 30% payout

79. mlyk consulting.
Monetization
In-App advertising

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Monetization
In-App advertising

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Monetization
In-App advertising
In-App Purchases (virtual goods, subscriptions)
Branded App
LITE version App then charge for more features and functionality

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Q&A

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Thank you very much
for your attention!
Michael Kirsch
mkirsch@mlyk.com
www.mlyk.com