A case study about how to open the mobile app market to 3 Billion devices instead of just 8 Million iPhones.

1. CASE STUDY „MOBILE APPLICATIONS“
„iPhone, Android, and all the others“
by Roland Sigmond
May 20th, 2010
Roland Sigmond - www.rolandsigmond.com
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2. AGENDA
1. Assignment
2. SWOT‐Analysis
3. Finding Target Markets
4. Distribu1on channels
5. Partnering strategies
Roland Sigmond - www.rolandsigmond.com
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3. 1. THE ASSIGNMENT
• Create a go-to-market strategy for a global software and services
company that is planning to release a mobile browser based application
globally
• Focus on helping define
– Target markets
– Distribution channels
– Partnering strategies
Roland Sigmond - www.rolandsigmond.com
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4. 2. BROWSER BASED MOBILE APPLICATION
SWOT-analysis for browser based mobile apps.
By using browser based mobile applications the app-market grows from millions to billions.
This is impossible with current proprietary solutions.
Strengths Weaknesses
‐ By‐pass proprietary app‐stores like iTunes ‐ Standards have to be established yet
‐ No need to install, just view in browser ‐ Very differing devices: screen resolu1ons,
‐ One app and mul1 plaLorm compa1ble keyboards (buTons, touch‐interfaces), carriers
(Handsets, PC)
Opportuni2es Threats
‐ 3 Billion mobile devices as poten1al market ‐ Different types of mobile browsers
‐ With Javascript APIs even GPS‐modules on ‐ Already a huge amount of proprietary apps
mobile devices can be accessed. More to come. exis1ng. Migra1on‐willingness?
‐ All you will need to view HTML5 on mobile:
A browser. Unlike Flash: Plugin
‐ Entry barriers for developers are lower
Roland Sigmond - www.rolandsigmond.com
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5. 3. FINDING TARGET MARKETS
The key of the go-to-market strategy is the customer.
Understanding the new power of the socially connected customers is essential for success.
It is absolutely neccessary that communication is authentic.
• Communication
In order to succeed your company must have an authentic
communication
• Knowledge
Excellent knowledge about target market
• Relationship
Open relationship with your target market enables you to get:
– Very valuable and genuine information about their motivations, behaviors, desires...
– Not only buyers, but fans
– Free buzz across all social media platforms
Roland Sigmond - www.rolandsigmond.com
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6. 3. FINDING TARGET MARKETS
The key of the go-to-market strategy is the customer.
Five steps how to find the target market almost on autopilot.
1. ATrac1on • ScaTer relevant informa1on
2. Scarcity • Limit admission to beta‐version
3. Beta • Authen1c dialogue with early adopters during beta‐phase
4. Reward • Just before the official launch reward the users
5. Launch • Consumers are fans already
Roland Sigmond - www.rolandsigmond.com
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7. 4. DISTRIBUTION CHANNELS
Innovative use of channel distribution is essential
App-store fragmentation is a big problem – but it is also a huge opportunity.
Consequence
Situa1on now
Opportunity
Fragmenta1on Many Developers are
of proprietary handhelds are looking for
app stores unaccessible ways of direct
for developers distribu1on
Roland Sigmond - www.rolandsigmond.com
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8. 4. DISTRIBUTION CHANNELS
Innovative use of channel distribution is essential
The distribution process is devided in two phases to accomplish optimum results.
• Beta-Phase, Now-fall 2010
– Develop web app in HTML 5
– Host app on own servers
– Build cooperation with Wholesale Applications Community (WAC) and use your
software and services compentences to become a leading part of the project
• Release-Phase, Starting fall 2010
– Portation to the universal BONDI platform used by WAC
– When WAC becomes available in the beginning of 2011 the app can be distributed
across multiple devices simultaneously
Roland Sigmond - www.rolandsigmond.com
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9. 5. PARTNERING STRATEGIES
Select partners are very important.
The most important partners will be the carriers.
• Wholesale Applications Community
– As part of WAC there is already a pool of partners to cooperate with:
T-mobile, AT&T, Vodafone, Samsung, Verizon, Telefonica, Sprint, LG, etc.
• Weaknesses = Opportunities
– Every cellphone must have a carrier
– But not every cellphone manufacturer has its own appstore
• Cooperation with the carriers
– Because they will be the gateway to all the WAC-apps – and your app:
• Carriers have all contacts to customers
(T-mobile alone has 150 Million customers worldwide vs. sold iPhones so far:
approx. 8 Million)
• Trusted billing mechanisms are already established
Roland Sigmond - www.rolandsigmond.com
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10. 6. IMPORTANT LAST THINGS
Understand the market and the people.
Apple still does a lot of things right. Learn and make it better, or totally different
• Don‘t let the carriers rule WAC
– They are slow and nobody likes them
• Apple
– Strategical and business decicisons are important, but in the end one question is the
most important:
How to compete with Apple‘s sexyness?!
– Apple‘s success derives from: Design, usability and myth
• Open up!
– Don‘t just stick to the rules in the book. Break them.
Be honest and try to create a great service
–
Roland Sigmond - www.rolandsigmond.com
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11. 6. IMPORTANT LAST THINGS
Understand the market and the people.
Apple still does a lot of things right. Learn and make it better, or totally different
Feel free to use this presentation as you wish.
Please write me what you think!
Roland Sigmond
post@rolandsigmond.com
Roland Sigmond - www.rolandsigmond.com
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