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Browser based mobile applications - or how to reach 375x more devices than iPhone's app-store

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Roland Sigmond
Roland Sigmond

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

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CASE STUDY ?MOBILE APPLICATIONS¡° ?iPhone, Android, and all the others¡° by Roland Sigmond May 20th, 2010 Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.
AGENDA 1.?Assignment? 2.?SWOT©\Analysis? 3.?Finding?Target?Markets? 4.?Distribu1on?channels? 5.?Partnering?strategies? Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.
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 de?ne ¨C? Target markets ¨C? Distribution channels ¨C? Partnering strategies Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.
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?di?ering?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? ©\?Di?erent?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 CreativeCommons. Use it, share it, edit it.
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: ¨C? Very valuable and genuine information about their motivations, behaviors, desires... ¨C? Not only buyers, but fans ¨C? Free buzz across all social media platforms Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.
3. FINDING TARGET MARKETS The key of the go-to-market strategy is the customer. Five steps how to ?nd 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?o?cial?launch?reward?the?users? 5.?Launch? ?? Consumers?are?fans?already? Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.
4. DISTRIBUTION CHANNELS Innovative use of channel distribution is essential App-store fragmentation is a big problem ¨C 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 CreativeCommons. Use it, share it, edit it.
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 ¨C? Develop web app in HTML 5 ¨C? Host app on own servers ¨C? 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 ¨C? Portation to the universal BONDI platform used by WAC ¨C? When WAC becomes available in the beginning of 2011 the app can be distributed across multiple devices simultaneously Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.
5. PARTNERING STRATEGIES Select partners are very important. The most important partners will be the carriers. ?? Wholesale Applications Community ¨C? 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 ¨C? Every cellphone must have a carrier ¨C? But not every cellphone manufacturer has its own appstore ?? Cooperation with the carriers ¨C? Because they will be the gateway to all the WAC-apps ¨C 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 CreativeCommons. Use it, share it, edit it.
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 di?erent ?? Don¡®t let the carriers rule WAC ¨C? They are slow and nobody likes them ?? Apple ¨C? Strategical and business decicisons are important, but in the end one question is the most important: How to compete with Apple¡®s sexyness?! ¨C? Apple¡®s success derives from: Design, usability and myth ?? Open up! ¨C? Don¡®t just stick to the rules in the book. Break them. Be honest and try to create a great service ¨C? Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.
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 di?erent 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 CreativeCommons. Use it, share it, edit it.

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Browser based mobile applications - or how to reach 375x more devices than iPhone's app-store

  • 1. CASE STUDY ?MOBILE APPLICATIONS¡° ?iPhone, Android, and all the others¡° by Roland Sigmond May 20th, 2010 Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.
  • 2. AGENDA 1.?Assignment? 2.?SWOT©\Analysis? 3.?Finding?Target?Markets? 4.?Distribu1on?channels? 5.?Partnering?strategies? Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.
  • 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 de?ne ¨C? Target markets ¨C? Distribution channels ¨C? Partnering strategies Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.
  • 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?di?ering?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? ©\?Di?erent?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 CreativeCommons. Use it, share it, edit it.
  • 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: ¨C? Very valuable and genuine information about their motivations, behaviors, desires... ¨C? Not only buyers, but fans ¨C? Free buzz across all social media platforms Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.
  • 6. 3. FINDING TARGET MARKETS The key of the go-to-market strategy is the customer. Five steps how to ?nd 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?o?cial?launch?reward?the?users? 5.?Launch? ?? Consumers?are?fans?already? Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.
  • 7. 4. DISTRIBUTION CHANNELS Innovative use of channel distribution is essential App-store fragmentation is a big problem ¨C 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 CreativeCommons. Use it, share it, edit it.
  • 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 ¨C? Develop web app in HTML 5 ¨C? Host app on own servers ¨C? 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 ¨C? Portation to the universal BONDI platform used by WAC ¨C? When WAC becomes available in the beginning of 2011 the app can be distributed across multiple devices simultaneously Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.
  • 9. 5. PARTNERING STRATEGIES Select partners are very important. The most important partners will be the carriers. ?? Wholesale Applications Community ¨C? 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 ¨C? Every cellphone must have a carrier ¨C? But not every cellphone manufacturer has its own appstore ?? Cooperation with the carriers ¨C? Because they will be the gateway to all the WAC-apps ¨C 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 CreativeCommons. Use it, share it, edit it.
  • 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 di?erent ?? Don¡®t let the carriers rule WAC ¨C? They are slow and nobody likes them ?? Apple ¨C? Strategical and business decicisons are important, but in the end one question is the most important: How to compete with Apple¡®s sexyness?! ¨C? Apple¡®s success derives from: Design, usability and myth ?? Open up! ¨C? Don¡®t just stick to the rules in the book. Break them. Be honest and try to create a great service ¨C? Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.
  • 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 di?erent 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 CreativeCommons. Use it, share it, edit it.