Commissioning Apps - An Entertainment Category Checklist
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The document provides a checklist for commissioning mobile apps in the entertainment sector, outlining key strategies for success, including having clear goals, selecting appropriate business models, controlling costs, and budgeting for post-launch activities. It emphasizes understanding audience behavior, optimizing user engagement, and treating the app as a long-term product rather than a one-time project. Additional insights include the importance of analytics and the impact of promotional activities on app installations and revenue generation.
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Commissioning Apps - An Entertainment Category Checklist
- 1. ABC Digital Business Commissioning and Building Apps An Entertainment Category Checklist
- 2. ABC’s commercial mobile development 2005 - 2009 2010 2011 2012 ABC For Kids News, kids and iOS: iOS: iOS: -World first pre- entertainment Beached Az Phillippa Finch Bananas in PJs school mobile content ABC For Kids Spicks Quiz Randling channel on syndicated to Angry Boys 3 Mobile multiple telco, Bananas in Pyjamas media, and retail Android: partners Story Cloud
- 3. Source: App Annie 2012 Australia not a small market for apps - 6% of paid market where UK is 8%. Nevertheless, difficult to be profitable.
- 4. Commercial Success • Loved and trusted Australian kids brand • Over 400k accumulated users • 49,000 uniques per month • 10% conversion – iTunes click-throughs
- 5. Commercial Success • Huge viral hit • Young male audience • Early technology adopters • Eps, Game, Sound board • Inexpensive build
- 6. Critical Success • #1 in Paid Entertainment • Good engagement: • 14,000 sessions June • 422 avg daily users • 10mins avg session time • IAP quiz packs very popular • High dev costs affect profitability
- 7. Critical Success • FREE at launch • Over 50k installs in 1st Month • Simple but feels rich • Uptick in other Bananas apps as customers explore • Better ratings when free – price big factor in customers’ perceived value equation
- 8. App Install Trends Installs follow very similar trajectory regardless of pricing strategy. Apple promotion creates large spike at launch.
- 9. In App Purchase behaviour over same period
- 10. The checklist for commissioning apps Photo credit: Art Alahay
- 11. 1. Have a clear idea what you want to achieve • What behaviour do you want your audience to exhibit on encountering your brand in this space? – Who are they? What will THEY want from your brand? • Engagement via digital channels? – Keep it simple – Consider the app part of your marketing budget and scale development accordingly – Include snippets of free content • Brand awareness? – Choose a cheaper channel – Where you have more control over findability • If you do want to generate revenue for the brand, go in with eyes open...
- 12. 2. Choose a business model that makes sense for the medium
- 13. FREE FREEMIUM PAID • Most popular with • Make sure you have • Works in some App Store enough “mium” to go instances audiences with the free • Needs a large • Possibly even more • Teaser content drive addressable audience important than to paid content (global) quality??! • In App Purchase • With the means • Run FREE sales to market to them on app and still • Content owners could monetise consider global • IAP content licensing to 3rd parties MUST be along with other meaningful and content desired
- 14. 3. Control costs tightly • Native app dev very expensive compared with the potential for direct revenue • Look for Minimum Viable Products that will satisfy audience • Sacrifice notional equity and partner with your developer for a revenue share – You can share IP, or retain IP and split revenue only • Added advantage -- developer more invested in the product, rather than just the project – can lead to better outcomes
- 15. Engaging development partners on a work for hire basis... • Dedicate your own product owner or producer to the project – Give them decision-making authority and responsibility • Look closely at development partner’s project management processes and practice – Dedicated producer/PM is critical • And QA practices – Ask for detailed test plans as one of the deliverables – Do they automate testing? – Use an online tracking tool for bug reporting. • Agree number of rounds of changes you can have for your budget • Include analytics implementation as a deliverable
- 16. 4. Reserve budget for post-release and measure user behaviour • Spend time determining the audience behaviour you will measure early on in the build – Step through your app wireframes to do this • Implement and test the analytics before release • Don’t spend all your budget getting to launch – release with an MVP • Do spend time interpreting the results – you’ll learn where you should be putting the rest of your budget
- 17. 5. Remember your app is a product, not a project • Monitor user behaviour • Optimise the app based on user behaviour and feedback • Actively manage app pricing and promotions • Actively use social media if every app is a startup – viral is your main driver of growth
- 18. The Checklist Recap 1. Have a clear idea what you want to achieve, how you want audiences to act 2. Choose a business model that makes sense for the medium 3. Tightly control the development costs (and/or consider rev share partnerships) 4. Reserve budget for post- release and measure user behaviour 5. Remember your app is not a project, it’s a product. Resource its ongoing management.
- 19. Thank you @mslissa Melissa Firth ABC Digital Business