Got AppStore strategy? Do you feel lucky punk?

pfhagermark — Thu, 30 Apr 2009 15:33:38 +0000

It’s been a while due to lack of time. The main focus for the last weeks has been the launch of a new company and product – Souldate, mobile dating with positioning. Dating is well suited for mobile. With positioning it takes it to the next level.

Anyway, now you know why I have been silent for a few days. The thing on my mind fora good while now has been the AppStore craze. I think it is fabulous that Apple has sold 1 billion apps. But I think it’s madness for each and every one to give up their day-job in order to become an iPhone App developer (or any other platform with a newly opened appstore for that matter). Apple has been quick to use a few lucky ones as showcases of one-man shows that have had success. It is great and they really deserve it. What I am saying is that they are not the majority.

The underlying problem is still there and the appstores are just a new pain killer, possibly doing the job better than other things before them. The problem is the fragmentation in platforms. The lowest common denominator in mobile today is SMS. But it has its limitations in creating exciting experiences other than flirt SMS from that gorgeous girl on campus or delivering sports scores live.

After that we have browser based services, or mobile internet services formerly known as WAP services. It’s getting messy, but it is still manageable.

When we come to apps the fragmentations really sets in. And the entry cost to the game starts to be prohibitive. Some developers I talk to claim that they see costs as high as 50 000 USD to launch one new game app on a major US carrier. This is of course driven by demands to cover every handset ever sold by the carrier (well, almost).

The costs are dropping with the AppStores. Seems like Ovi store is the cheapest entry ticket at the moment, but it is also the most recent player with an unproven distribution power, and they are currently cutting down on resources in this area, even though they claim Ovi is becoming the platform for all their new service business to consumers. Read more about that in this Washington Post article.

So if you’re going the appstore route, think twice an make sure you do your homework. We are after all in a business with low value purchases and thin margins, so volume will always be key. And the appstores are getting crowded fast. You need to have a pretty strong marketing budget bhind you to get your app in front of real prospective buyers.

Good luck and see you next week!

mobile. anyone. anywhere = mobile community

pfhagermark — Fri, 09 Mar 2007 13:04:51 +0000

This post is based on my base line presentation on mobile communities. I have been working with this since 2001. Just like mobile community evangelists Tomi Ahonen, I have a firm belief in the key role mobile plays for social networking.

Well, this risks being a “duh!-moment”, I know but bare with me. The mobile is a communication device, it is personal and it is on almost always and we bring it everywhere. So it should in theory be a good platform for communities. Well, it isn’t in reality. Not yet.

- It is complex to use a phone for other than voice or sms. It is getting better but it is tricky.

- There is an increased need for cross-platform communities. Phones are very poor interfaces for very rich expereinces and for typing. Take a dating service for instance. It is dificult enough to come up with something creative to write about yourself. Let alone then to type it using T9. Major threshold that is removed with a web interface for input of all types of profile data.

Mobile becomes strong then when it comes to interaction, reaction and capturing content at the point of inspiration to do something. Here I have to give credit to Ajit Jaokar and Tony Fish who where the first persons to put appropriate words to this revelation that I have had for a while now.

With more consumer friendly and transparent pricing there will be a surge in usage. There are still too many muddled pricing plans out there with service premium fees and unknown data traffic charges hitting you on top of that.In short there are a few things one needs to get right to make an impact with a mobile community.

Lack of suitable handsets not a valid excuse for poor penetration in mobile entertainment. Human needs and behaviour explain more than we think/want. The relevant needs here are: to connect, to get thrilled and have fun in an easy way. Key to match these basic human needs with what type of tool a mobile phone is used as.Mobile communities can be built with success if right match of behaviour and interface capabilities is achieved. Most communities are a mix but often have a clear overweight towards either anonymity or publicity. A good example of a balanced mix between web and mobile is the dating service Souldate.

We need revenue share models with market channel on premium fee

We also need low fixed fees for mobile Internet access for the end-user

Well, and in addition to that you need a compelling context, design and functionality on your community. Don’t be afraid to niche your offering as well. Don’t be afraid at all!

Mobiletribe » sms

Got AppStore strategy? Do you feel lucky punk?

mobile. anyone. anywhere = mobile community