Mobile Applications Development - Lecture 6
Native apps - Web apps - Hybrid apps
Making money with apps
This presentation has been developed in the context of the Mobile Applications Development course at the Computer Science Department of the University of L’Aquila (Italy).
http://www.di.univaq.it/malavolta
3. Mobile Web
Mobile web seems to be the only long-term
long-
commercially viable content platform for mobile
devices
Reasons:
• Fragmentation
• The web
• Distribution Control
• Consumer expectations
• Web Ubiquity
5. The Web
the only medium for information and services that lasts
from over 15 years
The web is an advanced technology
• webGL
• Local storage management
• Positioning & mapping
• Physical engines
• Real-time data
• Push
• …
9. Consumer expectations
Users expect things to just work
they don’t care about what platform they have
they simply expect that your app will be available
for their device
so…
CROSS-
YOU HAVE TO BE CROSS-PLATFORM
10. Web Ubiquity
The web is the only platform that
• works across devices
• apps share the same set of standards
• the same app can work also on a desktop
11. Web Ubiquity
The mobile web is also
• The easiest platform to learn
• The cheapest to produce
• The most standardized
• The easiest to distribute
12. Native vs Web vs Hybrid Apps
There are no golden rules here…
It depends on a lot of factors, such as
• Which type of app are you creating?
• When do you need it?
• What are your skills
skills?
http://bit.ly/GWOaP1
13. A first look at native VS Web…
http://bit.ly/GWPgdm
14. Skills/tools
Native Hybrid Mobile Web
Objective-C HTML HTML
Java CSS CSS
C Javascript Javascript
C++ Mobile development
C# framework (like PhoneGap)
VB.net
15. Distribution
Native Hybrid Mobile Web
App Store/Market App Store/Market Internet
16. Number of applications needed to
reach major smartphone platforms
Native Hybrid Mobile Web
4 1 1
20. Native App
PRO
Lets you create apps with rich user interfaces
and/or heavy graphics
CONS
• Development Time
• Development Cost
• Ongoing Maintenance
• No portability (apps cannot be used on other
platforms)
22. Mobile Web App
PRO
Offers fast development, simple maintenance, and
full application portability
One mobile web app works on any platform
CONS
• Can’t handle heavy graphics
• Can’t access camera or microphone
24. Hybrid App
PRO
Combines the development speed of mobile web
apps with the device access and app store
distribution of native apps
CONS
• Can’t handle heavy graphics.
• Requires familiarity with a mobile framework
27. Mobile Business Models
There are 4 main ways to make money with apps:
1. Paid
2. Ad-supported
3. Freemium (virtual goods)
4. Subscriptions
28. Paid Apps
You simply set a price for your app and sell it in a
store/market
There are 3 main stores:
• Apple Store
– 30% of revenue + 99$ subscription
• Android Market
– 30% of revenue + 25$ subscription
• Windows Phone Marketplace
– 30% of revenue + 99$ subscription
30. Price Definition
The key is finding a balance between functionality and
what users will find reasonable
If users are not satisfied, then they will make bad
reviews
A bad review keeps potential users away
Experiment with different price ranges
TIP:
TIP paid apps are downloaded far less, but may be
perceived as being of higher quality
32. Ideal Workflow
1. Analyze competitors and their apps price
2. Set an initial price (high)
– Remember, new apps get more visibility
3. Experiment with price ranges to find the right
balance
TIP:
TIP people love free and on sale stuff
Putting your app “on sale for a limited time” helps a lot in
getting visibility within the store and in dedicated
blogs
33. Ads
You develop your app and then you place ads within it
Ad service providers will show ads
in your app and pay you 60-70% of
the money they collect from
advertisers
It is the easiest way to monetize
free apps
http://bit.ly/Hh4sBL
34. Ads workflow
1. Sign up to an ad service
2. Register your app to the service
3. Embed the ad code into your app
4. Get money from the ad service provider
35. Ad services
There are hundreds of Ad services providers, like:
• AdMob
• Apple iAds
• TapJoy
• Mobclix
• InMobi
• …
There are also mobile ads aggregators, like Inneractive
http://inner-active.com/
36. Freemium (Virtual Goods)
You distribute a free copy of the application
but there are some paid “premium” services
that you offer in addition to the basic free
service
You can also provide a discriminatory free:
consumers get it free, businesses pay
37. Virtual goods
Premium services may be anything:
• calling credits for Skype
• virtual items in games
• “ego services” in social networks
– like badges, virtual objects, etc.
• new levels
• extra features
38. Implementation
You may realize it by:
• Proposing two version of the same app:
– the lite version, usually free
– the full version, paid app with a complete set of features
• Single app with in-app purchases for additional
in-
goods
40. Subscriptions
Users subscribe to a service and pay a regular fee
to continue accessing the service
Existing subscribers can input their username and
password in the same way as on the website
Those who want to subscribe can via your website
41. Subscriptions
The revenue is sustainable and can auto-renew just as
other Web-based subscriptions
However, it requires users to leave the app and visit
the publisher's website to subscribe
45. If everything else fails…
Build apps for someone else!
That is, help companies who don’t have the
expertise to build mobile applications and
develop apps for them