iOS App Development and Marketing

iOS App Development& Marketing

Dong Gyu [email protected]

Contents

• Introduction

• Portfolio

• iOS vs Android market

• iOS App Development

• App Marketing

• Conclusions

Introduction

• DongGyu PARK(Dennis PARK)

• Associate Professor, Changwon National University, S. KOREA

• Visiting Scholar at TAMU(2012. Feb-.)

• Visiting Researcher at CMU(2007-2008), Pittsburgh, PA

• iOS App Developer(Individual Developer)

Changwon National Univ.

• 8,400 Undergraduate Students

• 1,800 Graduate Students

• Established in 1969

• Changwon City-Located at South East of Korea

• Well known Industrial City

• 1 million population

Busan

Busan International Film Festival is the BiggestFilm Festival in Asia

Portfolio

• Coke Shake

http://itunes.apple.com/us/app/coke-shake!/id448242537?mt=8

Portfolio• Pocket Windmill

http://itunes.apple.com/us/app/pocket-windmill/id439495371?mt=8

Portfolio

• Monster Buster

http://itunes.apple.com/us/app/pocket-windmill/id439495371?mt=8

iOS vs Android Market

Paradigm Shift

http://blog.flurry.com/bid/77424/Is-it-Game-Over-for-Nintendo-DS-and-Sony-PSP

http://memex.naughtons.org/archives/category/mobile-phones

Manufacturer OS share

Revenue per active User

http://blog.flurry.com/bid/83604/For-Generating-App-Revenue-Amazon-Shows-Google-How-to-Play

Pros & ConsAndroid iOS

End Users

• Wider SP(Scale-independent Pixels) model choice availability• Low to high-end smart phones• Wider App distribution channels available(OEM, carrier & Googles)• Apps incompatibility among devices/choice availability per OS• Less UI consistency

• Only one high-end device is involved• Consistent UI• One App distribution channel(Apple App Store)• Easy OTA OS upgrade push for every iOS user

Pros & ConsAndroid iOS

Third-Party

Developers

• Apps: Upward compatibility, but OS features evolved too rapidly and heavily customized to foresee• Third-party APIs can be tweaked(freedom of creative services)• App compatibility issues arise from missing API components or died/altered APIS

• Third-party APIs banned• Tight control by Apple• Upward-compatible apps• Easy apps upgrade• Consistent UI• Consistent architecture• Quality of apps at the iTunes App Store is far better compared to the Android Market

Pros & ConsAndroid iOS

Device OEMs

• Freedom of SW customization for UI layer and middle layer• Complex OS version upgrade for preloaded apps of device vendors and carriers

• Proprietary to Apple• Apple automatically pushes uniform OTA OS upgrades• Realization of Apple’s consistent system architecture

Pros & Cons

http://mashable.com/2010/06/23/mobile-developer-survey-iphone-4/

iOS App Development

To be an iOS Developer

• Development is FREE

• Developer Enrollment(Appstore Uploading)

• Individual Developer-99.99$/yr

• Company-99.99$/yr

• Enterprise-299.99$/yr

• make in-house application for internal deployment

Developer Enrollment

• Unlimited number of apps on Appstore

• review process before distribution

• 7:3 profit share

• monthly financial report and payment

• iAd network

• FREE apps can make a revenue

iOS Dev Center

And more

• Mac Developer program

• Small market but also has an opportunity

• Same Development tool and programming language and similar frameworks with iOS

• Safari Developer program

Community

Prerequisites

• Mac OS

• iOS is based on Mac OS kernel(it’s small unix machine)

• Objective-C

• High Level Object Oriented Language

• Smalltalk style messaging to C language

Smalltalk?• Appeared in 1972

• High level Object-Oriented Language publicly available at 1980s

• Influenced on Objective-C, Python, Ruby and many other OOP languages

OS X

• Latest Released Version is Lion(OS X.7)

• iOS shares the core Darwin code and many frameworks with OS X

• Darwin is Open source POSIX-compliant OS

• Many parts of OS X and iOS is open source

OS X• Released from 2001

• Formerly named as “Mac OS X”

• POSIX-compatible(Unix like OS)

• APIs are based on NextStep OS API

iOS Development Tool

Xcode

• Developing Software for Mac OS and iOS

• Provides Compiler, Editor, Interface Builder, Debugger, Performance Tool

• Supports C, C++, Objective-C, Objective-C++, Java, AppleScript, Python, Ruby(and supports many third party compiler)

• Available on Mac App Store(FREE)

Xcode

Xcode

Interface Design-storyboard

UI design on iOS

• Interface design is very easy and supports powerful tools(Drag & Drop UI Design)

• Automatic Code Generation on UI component

• Supports consistent UI design

• Also supports custom view-subclass of standard view object

Performance tool

Memory leak detection and code performance check(do not provide Garbage memory collection)

Device Organizer

Add new device for development & easy distribution

App Life Cycle

Windows and Views

Programming Language

Objective-C• Object-Oriented programming language

that add Smalltalk-style messaging

• Thin layer on top of C

• compatible with C program

• Very simple language

• Single inheritance

• Dynamic runtime typing(majority of its type checking is at run-time), loosely typed language

Objective-C(at a glance)

header file

implementation file

Supported Libraries

• Multimedia

• Audio, Video frameworks supports many audio/video filers too

• LBS

• Mapkit, CoreLocation framework

• Game and Network

• Game Center, GameKit, CoreBluetooth framework, GL Kit

Supported Libraries

• Ad

• iAd framework

• SNS

• AddressBook, AddressBookUI framework

• and much more

3rd Party Libraries

• Game

• Cocos2d, Unity 3D, Corona SDK

• AR

• Wikitude AR, Layar Player SDK, ARKit,...

• QR code, barcode API, and much more

• Libraries based on C/Obj-C and Cocoa libraries are allowed

Supporting Sensors

• 3-axis accelerometer, gyroscope, digital compass, GPS

• Camera, Microphone

• Apple provides framework for all these sensors

Good Reference

http://www.stanford.edu/class/cs193p/cgi-bin/drupal/

Good Reference

http://itunes.apple.com/itunes-u/ipad-iphone-application-development/id473757255

Good Reference

Huge number of video tutorials are supported(FREE)

Good ReferenceGood Reference

http://pierre.chachatelier.fr/programmation/fichiers/cpp-objc-en.pdf

App marketing

Gold Rush

Facts

• More than 100+ apps and 700+ apps are published on Apple App Store for a DAY

• There are already more than 580,000 apps on App Store

Facts

Instagram

• Founded at Oct. 2010

• Photo sharing program

• take a photo, digital filter, share it on Social Networking service

• 30 million accounts in April 2012

• April 9, 2012, Facebook acquired the company for $1 billion in cash and stock(13 employee)

App Pricing

• You can choose appropriate price tier for your app

• You can make a discount event during some period(Black Friday Sale, Easter Sale,...)

• Or FREE apps for marketing

App store price tier

...

App marketing

• Understand Your App’s Unique Value and Message IT

• Deliver Your Message to your Targeted Audience

• Price Your App Effectively

• Implement a Brief Marketing Plan

Meta Data

Meta Data

Meta Data(Localization)

Korean Description

Meta Data(Localization)

App promotion• Ask a review about your

app

http://maniacdev.com/2011/08/ios-app-review-sites/

App promotion

In App Purchase

• allows customers to purchase upgrades, new content, and complementary features directly within your app

• without having to go back to the App Store

• simplifying and shortening the path to purchase, you’re more likely to keep your customer interested

Angry Birds-mighty eagle

Mobile Ad

iAd

• iAd

• Apple provides mobile advertising platform

• Provides interactive advertising service

• Apple retains 30% of the revenue, 70% for developers

• Free apps can make revenues

Mobile Ad

• eCPM(Click Per Mille)

• (Total Earning/Impression)*1000

• great performance measure for ad units

• iAd eCPM depends on its Click Through Rate(CTR)

iAd eCPM

CTR: Click Through Rate, Higher CTR makes high eCPM

iAd Revenue

http://forums.macrumors.com/showthread.php?t=1022402

Admob

• Admob(Advertising on mobile) is founded in 2006.

• 2009 google acquired Admob

• Supports Android OS, iOS, webOS, Flash Lite, WP 7 mobile platforms

Admob

• House Ad is available

• lower eCPM comparing to iAd

eCPM

• Coke Shake!- iAd

• Coke Shake!- Admob

Mobile AdiAdadRequest

Response

Mobile AdiAd

Admob

adRequest

failToReceiveAdadRequest

Response

Mobile Ad solution

http://vator.tv/news/2011-01-05-millennial-media-makes-275-million-round

Conclusions

• Mobile app market is the fastest growing marketing

• Android and iOS market will be a main app market

• Many ways to make a revenue(Own Business Model)

• In App Purchase and Mobile Ads are also very good target

Video

Questions?