A simple and quick overview of the process of App development for mobile phones. This presentation is a solid starting point for every IT department, think about App development for smartphones. It gives you a budget idea and the first skeleton to put your plan into flesh and blood!

1. The Anatomy Of
App Development
Creating successful mobile apps
10/2014 - Ralf Schwoebel (@trabit)

2. Overview
2 - UI:
User Interface with
dummy data
1 - Description:
What does it do?
Exactly, lists!
3 - Develop:
Writing the code,
alpha, beta, final
4 - Release:
Upload, release,
initial promote
5 - Promote:
Sell it! Improve it
and sell it more!
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3. The plan
1. Description: a detailed list of functionality, features and process description. Should be
extensive in the form of a document with bullet points like „Intro, First Start, Configuration,
Feature A, Feature B, etc.“. Normally done by a product manager together with a developer.
2. User Interface: a usable dummy interface which sketches the functionality with dummy
data. All buttons and the final look are defined.
3. Development: The apps functionality is created in code. Depending on the features and
skills of the team, a development language is selected. This is an iterative process with tests
and feedback on alpha and beta versions. A project plan resulting from (1) is always best!
Serverside functionality might be necessary.
4. Release: The app is released after the final tests for its platform(s) – iOS, Android, Desktop...
and this release should be accompanied by PR work.
5. Promotion: The hardest part follows after Release – the sales of the app needs to be
persued with the right channels. Feedback needs to be implemented to improve the app.
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4. Technologies
Simple apps with little requirements of speed (Games might have
different requirements) might be developed in Apache Cordova
(phonegap).
• It allows for quick deployment on iPhone and Android from one
code base.
• It works with HTML5 in the frontend and offers Javascript as the
bridge into basic system functionality (files, network, etc.).
• The user interface can be developed on a standard browser first.
• It is Open Source and free.
• It has limitations in speed and functionality.
• „One Code, Many Platforms“ can be your weapon or your
hindrance! Choose carefully!
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5. Promoting Apps
Only a fraction of apps on mobile phones are successful. Detailed planning and a solid budget
for marketing is required to have a chance at all.
• Press and publicity
• App store promotion and App Store Optimization (ASO, see: Mariano Glas – in German)
• Distribution partners
• Upgrades and updates to show „we are alive“
• Traffic acquisition
Read up: http://mashable.com/2011/12/05/mobile-app-launch-tips/
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6. Budget Planning
For cost calculation a few basic numbers and rules can be applied:
The marketing budget should be at least twice as high as the development budget, but is
streched over at least 1 year.
30% of the development budget shall be allocated on the planning stages:
• Detailed description
• Project plan
• User interface pilot
30% of time and effort
Almost always is a change of plans during development happening. Plan with 15% jiggle space in
time and budget.
Administration costs in time and money will occur. Eg. Apple App store fees, certificates,
external help for missing features or lack of internal know-how.
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7. That‘s it folks!
Ralf Schwoebel
puzzler@tradebit.com
Twitter: @trabit
Mobile: +49-175-4070111
More infos on my work:
www.tradebit.com
www.secryptor.com
www.url-services.de
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