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IDCEE 2013: Going to MarketStartApps: from ideation to Launch - Luca Sale (Developer Relations @ BlackBerry)

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He spends most of my time travelling, coding and scanning for WiFi hotspots. He is data addicted: feels dizzy if he has a 2G connection and lost if there’s no signal. He preaches the good use of web technology; its cleanliness, ease of use and the power that comes with this great bunch of languages. He lives on the EDGE but only if there are no 3G networks available!

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IDCEE 2013: Going to MarketStartApps: from ideation to Launch - Luca Sale (Developer Relations @ BlackBerry)

  1. 1. Going to Market StartApps: from ideation to Launch
  2. 2. Dev Cycle
  3. 3. Tips Start “Simple” Get Feedback Iterate “Find (a) simple solutions (b) to overlooked problems (c) that actually need to be solved, and (d) deliver them as informally as possible, (e) starting with a very crude version 1, then (f) iterating rapidly.” - Paul Graham
  4. 4. Pricing Models • • • • • • • Free Paid Paid + free trial Subscription Free + Ads Freemium (“Lite version”) Micropayments
  5. 5. Multi-Platform Multi-OS reality The only way to make sense out of change is to plunge into it, move with it, and join the dance. -Alan W. Watts (1915-1973)
  6. 6. Let’s build it…
  7. 7. Java C/C++ HTML5, CSS, JavaScript ActionScript Native SDK WebWorks Adobe AIR Android Runtime
  8. 8. Use Power wisely • Be efficient • Measure battery life • Don’t be uninstalled 
  9. 9. Know you’re on the network • 2G, 3G, 4G, Wi-Fi • Know carrier limits • Understand Roaming
  10. 10. Registration and Licensing • Application Registration – Phone-number, email, user id – Manage multiple devices – Manage device switches Pick a license model – Static, Single, Pool, Dynamic
  11. 11. Beta Testing • Getting full coverage is “hard” • Use the BlackBerry World sand-box • Leverage enthusiast communities for testing • Pick a good sample size • reward the early adopters with a free copy
  12. 12. Prepare for errors • Create an exception framework • Keep application logs • Send back logs [ make this an easy process]
  13. 13. Support the user • Your app is not as intuitive as you think • Gather feedback quickly • Get feature requests • Respond to frustrated users
  14. 14. Consider Analytics • Automate Feedback • Instrument actions • Iterate [ measure, advertise, monetize] *Flurry, etc.
  15. 15. If you build it, will they come? Marketing v1.0
  16. 16. Go To Market The Building Blocks Foundations App Name, Feature Image & Screenshots, Short Description, Language Support Pricing Tiers Consider the user experience Distribution Restrictions Where to distribute the app? On which device? Digital Rights Who are the 3rd party content providers? 18
  17. 17. Go To Market The Building Blocks Build Marketing Platform Get Social, Optimize Search Increase Discovery Execute Marketing Promotions, Cross Promote Demand Generation Special Offers 19
  18. 18. Go To Market Leverage The BlackBerry Platform Deeply Integrated, Personalized and Contextualized BBM Connected Increased Engagement and App Stickiness Increased Discoverability Increased Monetization 15x more downloads!
  19. 19. Go To Market Leverage The BlackBerry Platform • Integrated • Social • Beautiful
  20. 20. Version 1.1
  21. 21. Managing Updates • Users will upgrade often • Ensure content is accessible on upgrades • Don’t loose you signing keys!
  22. 22. Marketing does not stop • • • • Updating has a marketing element Blogs A reminder to your users More reviews
  23. 23. Complaints • Effectively Manage Feedback • Assume that for every complaint there are way more users that quietly stopped using the app
  24. 24. Beyond Email • Twitter • Blogs • Forums • Reviews in BlackBerry World
  25. 25. Higher Rated Apps Generate More Revenue >50%
  26. 26. Questions? Thank you! Luca Sale Developer Relations @BlackBerryLuca
  27. 27. Image credits • License Some rights reserved by Tsahi Levent-Levi