Romain David presents the business toolkit for Mobile app development at the InsideMobile Conference.

1. Inside Mobile
Monday July 27, 2009
Mobile Apps: Business
Toolkit for the Manager
Romain David, Lumos Labs
http://www.lumosity.com/

2. I created MyCoolWebsite.com
I want to create an iPhone app.
What do I need to think about?

3. From website to mobile app:
10 things to do
1. Define success
2. Think multi-platforms
3. Pick the right mobile platform(s)
4. Build an end-to-end experience
5. Listen to your users and act on it
6. Define your Marketing Strategy
7. Cross-promote your apps
8. Upsell your online product
9. Embrace Social Components
10.Learn by trying

4. My Background

5. My Background
device
carrier + developer
platform

7. Executive Summary
Lumosity.com is the leading online platform for cognitive training
Current market leader in the booming cognitive training space in terms of traffic, install base and active users
Lumosity!s training exercises are rooted in neuroscience with
demonstrated efficacy
Science team and advisory board consists of leading neuroscientists from Stanford, UCSF, more
Scientific collaborations underway with over a dozen academic institutions
Full Game Development Studio
Internal studio works closely with science team to turn training tasks into proprietary games and exercises
Engaging product experience leads high compliance rates and user satisfaction
Strong team backed by leading institutional investors
Norwest Venture Partners, FirstMark Capital and leading angel investors
Only venture backed company in the space

8. Grounded in Science
Background science Lumos Labs research
Cognitive training leads to better brain Improved visual attention (Society for
performance Neuroscience, Oct 2006, Atlanta, GA)
ACTIVE Study (Willis, JAMA, 2006)
Working memory training shown to improve Improved working memory (Bay Area
attention and IQ scores (Olesen, Nature Neuroscience Gathering, Jan 2007, UCSF.)
Neuroscience, 2003)
Improved executive processing (Society for
Cognitive activity related to reduced Neuroscience 2007, San Diego, CA.)
risk of Alzheimer!s and dementia
Increased cognitive activity was correlated Improved verbal fluency (to be presented)
with a 64% reduction in the risk of Faster and more accurate calculations – (to be
Alzheimer!s (Wilson, Neurology, 2002) presented)
Human brain imaging studies (fMRI)
Numerous studies show changes in brain Lumos Labs collaborations
physiology following cognitive training.
•Effect on kids with chemobrain (Stanford, CA)
Animal research •Effect on kids with Fragile X (Stanford, CA)
Cognitive stimulation leads to increased •Mild Cognitive Impairment (University of NSW, Aus)
neurogenesis and neural connectivity •fMRI study of brain physiology (University of Oslo)
(Van Praag, Nature, 2000) •Effect on post-menopausal women (Stanford, CA)
•Effect on students aged 12-14 (LL and PA middle school)

9. Lumosity Product Overview

10. From website to mobile app:
10 things to do

11. 1. Define success
App Revenues Brand Extension User Acquisition
Downloads Engagement Sign-Ups
Paid Free Free or Paid
Ex: Flight Control Ex: NYTimes Ex: Pandora

12. Mobile Development overtime
Revenues
Web+Social+Mobile 2.0 Mobile 1.0
Mobile 2.0
Cost

13. 2.Think multi-platforms
• Think outside of the box
• What!s your API strategy?
• Facebook, Open Social
• Widgets

14. 3. Pick the right mobile platform(s)
• 1 cell phone = 1 user and 1 user = 1 cell phone
• iPhone is great for:
• App discovery and distribution
• Monetization
• North America
• Consumers
• Teenagers (iPod touch)
• Addressable market " Installed base

15. Morgan Stanley
December 2008

16. App Stores
Platform iPhone webOS Blackberry Android WinMo Nokia
Android Windows
Store Name App Store App Catalog App World Ovi Store
Marketplace Marketplace
Launch Date July 2008 June 2009 April 2009 February 2009 Fall 2009 May 2009
# Apps 65,000 30 4000 500+ 600 200+
Revenues to 70%
70% 80% 70%
Developers After carrier cut
Google Checkout credit card and credit card and
Billing iTunes TBD PayPal & operator biling operator billing operator billing
Return Policy 90 days TBD 24h 24h
Minimum
$0.99 TBD $2.99
Pricing
Local Pricing No TBD Yes
$99 for 5 apps
Fees $99 TBD $200 $25 $50
Then $99/app
www.romaindavid.com

17. App Stores: more admin work
Platforms Carriers OEMs
Ex: iPhone Ex: Verizon Ex: LG

18. Different platforms, different opportunities
User Acquisition
Palm Pre
?
Blackberry Android
Windows Mobile iPhone
Brew JME
Symbian
Moblin LiMo
Access Maemo
Garnet
Download
Revenues

23. iPhone webOS
Speed Brain Memory Matrix Color Match Chalkboard Challenge Speed Brain
Lumosity Platform

24. 4. Take advantage of the platform
and build complete experience
• Don!t require users to come to your site
• Location, accelorometer, touch screen, address book
• Connectivity / No Connectivity
• Stay true to your brand

25. 5. Listen to your users
• Don!t solve problems that don!t exist yet
• Use blogs, twitter, etc.
• In-app survey tool: Haveasec

26. Speed Brain In-App Feedback
Prioritize
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21%
$0.99 Right Price
Adjust Pricing Would pay more 11%
Would pay less
68%
Sample Size: 141

27. 6. Define your Marketing Strategy
• Reach out to survey respondants, etc.
• Invite + challenge buttons
• Write press releases, blog posts, twitter, etc.
• Don!t spend too much efforts getting on major blogs
• SEO your app description
• iPhone landing page

28. 76% find new apps on the App Store
with large majority on the iPhone
Other
9%
Friends or Colleagues
How do you 9%
typically find out Blog or Website
6%
about new iPhone
applications? App Store on my computer App Store on my phone
14% 62%
Source: Lumosity, 1340 interviews

29. 7. Cross-promote your apps
Promotional Bar Brain Profile More Games

30. 8. Upsell your online product
Track progress Show benefits Promote online games

31. 9. Embrace Social Components
Invite to Lumosity Challenge Invite to App

32. 10. Learn by trying
Speed Brain (Downloads*Price) over 7 months

33. From website to mobile app:
10 things to do
1. Define sucess
2. Think multi-platforms
3. Pick the right mobile platform(s)
4. Take advantage of the platform and build complete XP
5. Listen to your users
6. Define your Marketing Strategy
7. Cross-promote your apps
8. Upsell your online product
9. Embrace Social Components
10.Learn by trying

34. Thank you. Questions?
romain@lumoslabs.com
twitter.com/romaindavid