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What Can an App do for
                         Carl Brown, PDAgent, LLC
         my Business?
What we're going to cover today

• How do Apps help existing businesses?

• What functions do business Apps perform?

• What elements go into Apps, and what effect does that
  have?

• What device or devices should I target?

• What are the steps in building and publishing an App?

• What can an App end up costing?
How do Apps help existing businesses?
A.k.a. What's in it for me?
Increase your
customer retention

• If a customer gets used to
  using your App, they're less
  likely to go to your competitors
Put a modern face
on your business

• Some customers refuse to do
  business with companies that
  don't have Apps

• Just like many of us don't do
  business with companies that
  don't have websites anymore

• I expect that more potential
  customers will start excluding
  businesses without Apps over
  time
Internal Only Apps
(an Aside)

• Some companies have
  developed Apps just for their
  employees to use

• Point of Sale, Data Collection,
  Time Cards, etc.

• That’s another presentation,
  though

• We’re talking about customer-
  facing Apps today
How might Apps hurt businesses?
No reward without some risk
Poor Apps are more
annoying than poor websites

• They're more intimate

• They are more closely
  associated with your brand by
  your customers

• It took more effort for the user
  to install it

• Be careful before getting an
  App done “on the cheap”

• Better no App than a poor one
Have to keep Apps
up to date

• A good App can become a
  poor App as technology
  progresses

• When services change,
  features your customers
  depend on will break

• You are expected to respond
  to that
Not a revenue source

• Do enough people pay you to
  read your website for it to pay
  for itself?

• But you have a website
  anyway, right?

• For most businesses, Apps are
  better thought of as a
  marketing expense than a
  revenue generator.
What functions do business Apps perform?
What kind of App might be right for my business?
Novelty Apps

• Can be good marketing, if they
  take off

• Will be a waste of time if they
  don't take off

• Lots of competition in the
  novelty space

• High risk/high reward

• Games fall into this category,
  too
Content Apps

• Inform your customers

• Customers may come to
  depend on you

• Customers may come to think
  more highly of your brand

• May make your customers feel
  they should reciprocate
Tracking Apps

• Can be a useful service
  provided to your customers

• Can give you good
  demographic and marketing
  info

• Good lock-in for customers

    • They won’t want to have
      to re-enter their data into
      another App
Social Apps

• Allow customers to share their
  opinions about your products
  or services

• Can generate high adoption

• Needs to be curated

• Failures or mistakes become
  very public

    • But those may be turned
      into opportunities if
      handled correctly
Service Apps

• Win-win

    • Customer does work for
      you and feels more in
      control

• Creates data for you to use to
  enhance retention

    • “I see you ordered two
      large pepperoni pizzas last
      time, would you like the
      same thing again?”
Hybrids

• You can combine two or more
  functions

• Here we have:

   • Content (Find Stores)

   • Tracking (Favorites)

   • Streamlining (my Card)
What elements go into Apps, and what effect does
that have?
Should I use build-in User Interface elements, or build custom ones?
Standard UI

• Customers will know how to
  use it already

• Much less expensive to build

• No novelty or wow factor
Custom UI

• Customers will have to figure it
  out

• Much more expensive to build

• Can be cool enough people
  show their friends

• Can be confusing enough
  people hate it
What device or devices should I target?
Aren’t there a lot of them? Doesn’t that get expensive?
iPhone

• First “App Phone”

• Biggest App Store

• Most Apps per user

• Popular with the early
  adopters

• Only one new model per year,
  lots of App downloads at new
  model release and Christmas
Android

• Selling like crazy in the US,
  from all carriers

• Fewer Apps downloaded per
  user

• Much fewer paid apps per user

• Many different devices, hard to
  support/test them all

• Less consistent user
  experience
Windows Phone 7

   • Looks promising as a platform

   • Not a lot of market
     penetration, yet

   • I’d say avoid, at least for now




*Full Disclosure: I don’t program for WP7
Blackberry

    • Uncertain future as a platform

    • I’d say avoid it unless
      something drastically changes




*Full Disclosure: I don’t program for BlackBerry
iPad

• Great device

• By far the most popular tablet

• More screen means more work
  to design for

• Not as portable

• Might not be a good fit for your
  business

• More expensive an App if it is
  a good fit
Android Tablets

• Would be nice to have a
  competitor to the iPad

• Sales have been disappointing
  so far

• I’d say hold off for now, but
  hopefully soon
What are the steps in building and publishing an
App?
Just how much work is this, anyway?
Step Zero: Register with App Stores

• You have to have accounts on the various App Stores
  that you want to submit your App to.

• Or you have to ask your developer to publish it for you

   • Either in your name or theirs

• This step can take a while, so Don’t Leave it Until the
  Last Minute
Step One: Purpose

• Pick your audience

• Pick your functionality

• Pick your goals

• Pick your target platform(s)
Step Two: Sketch

• Sketch out our screens

• Sketch out how they transition between them

• Sketch out what data needs to be saved

• Sketch out other functionality (media, server access)
Step Three: Development

• Developer breaks App up into tasks

• Checks off the tasks

• Hopefully gives you feedback as they go

• Developer declares “Code Complete”
Step Four: Testing

• The more people (especially customers) you can get involved in
  testing, the better your App will be

• Test the wrong things, not just the right ones

    • What happens if the user types nothing but punctuation in the
      email address field?

    • What happens if the customer gets a phone call in the middle of
      this step?

• Fix the bugs you found in test

    • If none were found, testing was probably inadequate
Step Five: Submit

• You or your developer submits the App to the Store

• Some Stores this is quick, some have a review cycle that
  can take multiple weeks

• Some Apps get rejected and have to be re-worked. Your
  contract with the developer should specify any costs
  associated with this.
Step Six: Marketing

• Technically, this should start earlier that after Submission

• This is a topic that several books have been written about
What can an App end up costing?
How can I make decisions without hard numbers?
Survey says:
$6,453

• Well, why didn’t you just say
  so?

    • That’s just an average, it
      can depend wildly on
      features

    • “... most did not include
      their personal time in
      these figures.”

    • “... the cost would be at
      least five or ten times
      more when using a
      contracted team.”
Realistically, though

• Simple Utility App (2 screens, like iPhone built-in Weather)
  with your Artwork - $2000 (iPhone only, you submit)

• Simple Navigation App (like iPhone Contacts) with your
  artwork and built-in UI - $4000 (iPhone Only, you submit)

• It goes up from there.

• Multi-platform (iPad, Android) can add much more.
Open-ended costs don’t help me plan

• You should do a two (or more) phase approach

• First, a discovery phase

   • Deliverable is a design document

• Once design is locked, only then get a cost estimate

• A reputable mobile vendor (in my opinion) should already
  work this way
Any Questions?
Contact me at CarlB@PDAgent.com

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Mobile Apps for Businesses

  • 1. What Can an App do for Carl Brown, PDAgent, LLC my Business?
  • 2. What we're going to cover today • How do Apps help existing businesses? • What functions do business Apps perform? • What elements go into Apps, and what effect does that have? • What device or devices should I target? • What are the steps in building and publishing an App? • What can an App end up costing?
  • 3. How do Apps help existing businesses? A.k.a. What's in it for me?
  • 4. Increase your customer retention • If a customer gets used to using your App, they're less likely to go to your competitors
  • 5. Put a modern face on your business • Some customers refuse to do business with companies that don't have Apps • Just like many of us don't do business with companies that don't have websites anymore • I expect that more potential customers will start excluding businesses without Apps over time
  • 6. Internal Only Apps (an Aside) • Some companies have developed Apps just for their employees to use • Point of Sale, Data Collection, Time Cards, etc. • That’s another presentation, though • We’re talking about customer- facing Apps today
  • 7. How might Apps hurt businesses? No reward without some risk
  • 8. Poor Apps are more annoying than poor websites • They're more intimate • They are more closely associated with your brand by your customers • It took more effort for the user to install it • Be careful before getting an App done “on the cheap” • Better no App than a poor one
  • 9. Have to keep Apps up to date • A good App can become a poor App as technology progresses • When services change, features your customers depend on will break • You are expected to respond to that
  • 10. Not a revenue source • Do enough people pay you to read your website for it to pay for itself? • But you have a website anyway, right? • For most businesses, Apps are better thought of as a marketing expense than a revenue generator.
  • 11. What functions do business Apps perform? What kind of App might be right for my business?
  • 12. Novelty Apps • Can be good marketing, if they take off • Will be a waste of time if they don't take off • Lots of competition in the novelty space • High risk/high reward • Games fall into this category, too
  • 13. Content Apps • Inform your customers • Customers may come to depend on you • Customers may come to think more highly of your brand • May make your customers feel they should reciprocate
  • 14. Tracking Apps • Can be a useful service provided to your customers • Can give you good demographic and marketing info • Good lock-in for customers • They won’t want to have to re-enter their data into another App
  • 15. Social Apps • Allow customers to share their opinions about your products or services • Can generate high adoption • Needs to be curated • Failures or mistakes become very public • But those may be turned into opportunities if handled correctly
  • 16. Service Apps • Win-win • Customer does work for you and feels more in control • Creates data for you to use to enhance retention • “I see you ordered two large pepperoni pizzas last time, would you like the same thing again?”
  • 17. Hybrids • You can combine two or more functions • Here we have: • Content (Find Stores) • Tracking (Favorites) • Streamlining (my Card)
  • 18. What elements go into Apps, and what effect does that have? Should I use build-in User Interface elements, or build custom ones?
  • 19. Standard UI • Customers will know how to use it already • Much less expensive to build • No novelty or wow factor
  • 20. Custom UI • Customers will have to figure it out • Much more expensive to build • Can be cool enough people show their friends • Can be confusing enough people hate it
  • 21. What device or devices should I target? Aren’t there a lot of them? Doesn’t that get expensive?
  • 22. iPhone • First “App Phone” • Biggest App Store • Most Apps per user • Popular with the early adopters • Only one new model per year, lots of App downloads at new model release and Christmas
  • 23. Android • Selling like crazy in the US, from all carriers • Fewer Apps downloaded per user • Much fewer paid apps per user • Many different devices, hard to support/test them all • Less consistent user experience
  • 24. Windows Phone 7 • Looks promising as a platform • Not a lot of market penetration, yet • I’d say avoid, at least for now *Full Disclosure: I don’t program for WP7
  • 25. Blackberry • Uncertain future as a platform • I’d say avoid it unless something drastically changes *Full Disclosure: I don’t program for BlackBerry
  • 26. iPad • Great device • By far the most popular tablet • More screen means more work to design for • Not as portable • Might not be a good fit for your business • More expensive an App if it is a good fit
  • 27. Android Tablets • Would be nice to have a competitor to the iPad • Sales have been disappointing so far • I’d say hold off for now, but hopefully soon
  • 28. What are the steps in building and publishing an App? Just how much work is this, anyway?
  • 29. Step Zero: Register with App Stores • You have to have accounts on the various App Stores that you want to submit your App to. • Or you have to ask your developer to publish it for you • Either in your name or theirs • This step can take a while, so Don’t Leave it Until the Last Minute
  • 30. Step One: Purpose • Pick your audience • Pick your functionality • Pick your goals • Pick your target platform(s)
  • 31. Step Two: Sketch • Sketch out our screens • Sketch out how they transition between them • Sketch out what data needs to be saved • Sketch out other functionality (media, server access)
  • 32. Step Three: Development • Developer breaks App up into tasks • Checks off the tasks • Hopefully gives you feedback as they go • Developer declares “Code Complete”
  • 33. Step Four: Testing • The more people (especially customers) you can get involved in testing, the better your App will be • Test the wrong things, not just the right ones • What happens if the user types nothing but punctuation in the email address field? • What happens if the customer gets a phone call in the middle of this step? • Fix the bugs you found in test • If none were found, testing was probably inadequate
  • 34. Step Five: Submit • You or your developer submits the App to the Store • Some Stores this is quick, some have a review cycle that can take multiple weeks • Some Apps get rejected and have to be re-worked. Your contract with the developer should specify any costs associated with this.
  • 35. Step Six: Marketing • Technically, this should start earlier that after Submission • This is a topic that several books have been written about
  • 36. What can an App end up costing? How can I make decisions without hard numbers?
  • 37. Survey says: $6,453 • Well, why didn’t you just say so? • That’s just an average, it can depend wildly on features • “... most did not include their personal time in these figures.” • “... the cost would be at least five or ten times more when using a contracted team.”
  • 38. Realistically, though • Simple Utility App (2 screens, like iPhone built-in Weather) with your Artwork - $2000 (iPhone only, you submit) • Simple Navigation App (like iPhone Contacts) with your artwork and built-in UI - $4000 (iPhone Only, you submit) • It goes up from there. • Multi-platform (iPad, Android) can add much more.
  • 39. Open-ended costs don’t help me plan • You should do a two (or more) phase approach • First, a discovery phase • Deliverable is a design document • Once design is locked, only then get a cost estimate • A reputable mobile vendor (in my opinion) should already work this way
  • 40. Any Questions? Contact me at CarlB@PDAgent.com

Editor's Notes

  1. From: http://www.apple.com/au/itunes/billion-app-countdown/\n
  2. \n
  3. From: http://www.mobilemarketer.com/cms/news/content/3489.html\n
  4. http://www.starbucks.com/coffeehouse/mobile-apps/starbucks-card-mobile\n
  5. http://itunes.apple.com/us/app/dmv-now/id349576787?mt=8\n
  6. http://www.demonstech.com/2010/09/xsilva-lightspeed-mobile-brings-apple.html\n
  7. From: http://online.wsj.com/article/SB10001424052748703805704575594581203248658.html\n
  8. \n
  9. \n
  10. From: http://www.bnet.com/blog/technology-business/most-apps-in-the-apple-app-store-will-probably-lose-money/5187\n
  11. \n
  12. Zippo\n
  13. WebMD Mobile\n
  14. LIVESTRONG.com calorie Tracker\n
  15. Wine Ratings Guide\nBy Nirvino\n
  16. \n
  17. \n
  18. \n
  19. TargetWeight for Adults http://itunes.apple.com/us/app/target-weight-for-adults-personal/id338889966?mt=8\n
  20. Tapbots Weightbot http://itunes.apple.com/us/app/id293642937?mt=8\n
  21. \n
  22. \n
  23. \n
  24. http://blog.seattlepi.com/techblog/2011/07/12/ballmer-windows-phone-7-sales-‘very-small’/\n
  25. http://www.readwriteweb.com/archives/rims_q1_report_blackberry_sales_fall_short_layoffs.php\n
  26. \n
  27. http://news.cnet.com/8301-13924_3-20062940-64.html\n
  28. \n
  29. \n
  30. \n
  31. \n
  32. \n
  33. \n
  34. \n
  35. \n
  36. \n
  37. From: http://techcrunch.com/2010/05/16/iphone-app-sales-exposed/\n
  38. \n
  39. \n
  40. \n