How Branded iPhone Applications Can Increase
Your Audience Size and Produce Revenue
Walker Fenton - General ManagerNewsGator Media & Data Services
• All Things Digital– Latest news from Walt
Mossberg & Kara Swisher
• Variety.com– Hollywood news,
reviews, photos & trailers
•Market size•Market dynamics•Market challenges•Monetization• Examples & Best Practices
Good NewsGood News• 100,000,000 Accounts with credit cards• 225,000,000 iPods / 30 Million iPhones• Users have downloaded 2,000,000,000 applicationsBottom Line : People love iPhone apps.
Bad NewsBad News• 85,000 Apps • How do you market / differentiate?• How do you keep people coming back?Bottom Line : Crowded market
(Is it really that big?)
Market DynamicsMarket Dynamics
Web 1.0• Lots of computers• People got online• Technology was developed
to help share information• Tools made it easy• Every business suddenly
needed to have a website
Mobile market• Lots of phones• Phones got online (data)• Technology was developed
to help share information• Tools make it easy• Every business suddenly
needed a mobile app?
Blogger
Typepad
LiveJournal
News Apps retain users best & have highest usage
http://blog.flurry.com/bid/26376/Mobile-Apps-Models-Money-and-Loyalty
BlackberryAndroidPalm Pre
Content
Tools
Phones
• Banner ads• Expandable units• Interstitials• Pre-roll video• In-app purchasing
• Strong clickthroughs drive higher eCPMs on mobile
• Mobile ad network rates are 10x higher than web.
• iPhone specific: recall is higher on iPhone than on other mobile devices
http://blog.admob.com/2009/06/01/iphone-users-have-recall-rates-for-mobile-advertising-excerpt-from-emarketer/
Listen Listen & Learn& Learn
Best Practices
Best Practices
Walker FentonGM Media & Consumer [email protected](303) 552-2025Twitter: walkerfentonhttp://walkerfenton.blogspot.com