slocama app development-scovil
DESCRIPTION
Talk at the Feb. 2011 Meeting of SLOCAMA about app development and how creative/marketing types can get involved.TRANSCRIPT
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Randy Scovil
Cuesta College
SLOCAMA Monthly Meeting – Feb. 2011
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The Hit List
Why me?
What’s an app?
Why an app?
What can an app do for me, and more
importantly what can it do for my users?
Where’s the money?
What devices to target?
How can I get involved?
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So who is this guy anyway?
Developer for 30+ years
Primarily for Education and Broadcasting
M.S. Computer Science, Cal Poly
12 yrs teaching CompSci - Cuesta/Cal Poly
○ Core + Mobile courses in iOS and Android
25 yrs Broadcast Media Experience
○ Primarily programming/marketing
management for large-market radio
○ On-air talent, mainly play-by-play and music
○ Co-instigator of Cuesta TV project
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We’ll assume that…
We’ll talk mobile development in
general, focusing on iOS and Android
We’re looking at it from a business
perspective
As a marketing arm
As a source of revenue
As a means of partnership/community
Cuz it’s cool and the (our) kids dig it
We may occasionally wake the obvious
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So what is an app?
It’s a focused program custom designed
to run a specific platform
Relatively small in scope
Native to the platform, and looks it
Fully leverages the device
Fast and efficient
Utilizes connectivity but is not necessarily
dependent on it
Limited by what the platform supports
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What can an app do for me?
Engage your customer
It’s always with them, so connect with them
○ Build passion within your community
Advance notices – reward their passion
Provide a purchase avenue
Help them do what they want/need to do
Provide strong partnership opportunities
Cross-promotion with business partners
Event-oriented apps
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Why get yourself into this?
Yes, it’s custom software, but on a more
manageable scale
Easily done by an experienced mobile
developer/team in weeks depending on the
scope, bells, whistles
Easy to iterate – updates go live in about a
week (iOS) or instantaneously (Android)
Distribution (and billing, hosting, copy
protection, etc.) is handled by the platform
Will not take 103s of years and 106s of $
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Iterative Development
Flexibility in how much how soon
Waves of releases, or one big bang?
Update process is seamless for the user
Single-feature updates are not a bother
Easy to update supporting info
Encourages experimentation and evolution
Makes it manageable
Can ship at reasonable junctures
Fewer things to stop the show
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What to do, or not
Keep it simple, stay focused
Screen size is limited – one task per page
○ We can always pull up more info
Don’t overwhelm with choices
○ It’s personal and the app is the user’s focus of
that moment, so make it easy if not fun
Consider likely behavior
○ Allow for customization/history
Using your app
Using the Settings app
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Optimize User Experience
Keep your friends close and keep your
data closer
Look for static (unchanging) data that can be
part of the app
○ Less dependence on connectivity, faster
Depending on the amount of info, you can
consider embedding smaller media items
(photos, short audio/video) in the app for
maximum responsiveness
Be resource-aware (esp. battery)
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Can I get there from here?
Location, location, location
Where are they now…but also, where can
they find you?
Are you close?
How accurate do you need to be?
○ A fixed location, or finding within a location?
Ensure you are opt-in on using their
location, especially when sharing with others
○ Opt-in %s are low, especially with older (29+)
demographics*
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Encourage communication
Hotlinks
Phone, Email, Web, Text, Social
Custom messaging
Push notifications – opt-in, no cost,
exclusive
○ News updates
○ Special offers
Local notifications – reminders generated by
an app for that device
○ User-driven appointments
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What’s the financial model?
Is the app the product?
Selling the app means a cut for
store/market-keeper
Free app with a subscription model - you
deal with customer directly, keep the
revenue and keep it flowing
Does it support your primary products?
App serves as a means stay in touch with
the customer and market the product(s)
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Other forms of revenue
In-App Ads
Those you’ve sold (incl. couponing)
Location-based
○ 50% of phone users that use location-based
services have clicked on a location-based ad*
○ 17% made a purchase over their phone after
seeing a location-based ad**
Partnership agreements
Third-party through platform owner
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Yet More Revenue
In-App Purchase
Beware of limitations of:
○ The platform owner (e.g. Apple/Sony)
○ E-commerce site (e.g. Amazon)
Remember anything third-party will cost
you a piece (is it worth the sale?)
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iOS or Android?
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Check the trend as of today
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So now what?
You can’t ignore either one
They are two:
Very different constituencies
Distinct user interfaces
Platform strategies
App distribution philosophies
Different development environments
Cross-platform deployment has become
“mandatory” for businesses*
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It’s not which, but both…
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…and in other news…
…things just got a whole lot more
interesting, which means an opportunity:
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Tablets?
Yes.
Android
Tablets
are here.
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Ok so what can you do?
It’s another medium to work in
Leverage your skills in:
○ Marketing Strategy
○ Customer Management
○ Visual Design
○ Content Creation
Design it - think of it as a storyboard
○ Each page will do something for your
customer or guide them to a page that will
○ Don’t clutter, but get to the point soon
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Which technologies?
Communication
Media consumption
Location awareness
Database access
E-Marketing
E-Commerce
Is it one app, or a series of apps?
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Create screenshots
User-interface tools can be used to
create mock-ups without code
iOS: Interface Builder
○ Free with OS X
Android: XML Layouts with Eclipse
○ Open source, free, for any desktop platform
WP7: Visual Studio 2010 Express for
Windows Phone
○ Not-so-open source, but free
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Thanks!
• Randy Scovil
• CIS (Computer Science)
• Cuesta College
• Yes We Do Apps, Inc.
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