Wave Marketing Publishing OverviewCatch the mobile application wave
Mobile App Publisher Helping Developers Launch Successful Apps
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January, 2012 Apple iTunes
The Mobile Application Wave
Who We Are? What Problems We Solve? Why Are We Different?
Agenda
1 2 3
Wave Marketing
Publishing Services
The Value Developers Receive
Wave Marketing Publishing OverviewCatch the mobile application wave
Who We Are
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Mobile App Publisher
Full life-cycle services, from product concept to launch and extension.
Who We Are
Developers PublishersWhat problems do we solve? • Lack of marketing expertise
• Global reach and distribution
• Positioning and packaging
• Product readiness
• Lack of promotion
Why Wave Marketing Publishing
Wave Marketing
Global Reach
Product Readine
ss
Proven SuccessPeople
Low Cost Marketin
g
Wave Marketing Publishing Advantage & IP
Wave Marketing Publishing: App Lifecycle Management
Develop Launch ExtendGrowProductConcept
Unique Approach
Business Plan• Market & Competition• Product & Packaging• Marketing & Launch
Create Buzz• Launch
Communications (PR, Social Media)
• App Store Presence• Promotions
Drive Revenues• Refreshes & promotions,
WOM• Feedback Capture &
Analysis
Extend Apps• Cross sell, up sell• New product intro
Wave Marketing
Full Service Marketing
Marketing that builds on it’s own momentum & Full Lifecycle Management -from idea to next idea
Communications
• Press Releases• Product Reviews• Multi-channel
announcements• Website
Wave Marketing
Full Service Marketing
Launch & Promote
Collateral Development
Social Media - WOM
Promotions
• Blogs & Tweets Buzz• Social sites, Facebook• Referrals and
“like this” programs
• Email and social media
• Direct mail• Pricing promotions
and cross sales
• Icons & Descriptions• Demos & Screenshots• Datasheets
and presentations
Publish
Comms.&
PromotionEmail
Campaign
Press Release
Features/ Lifestyle
NewsOnline
Blogs
Blogs/ Forums
Website
Social Media
Facebook,LinkedIn
Syndicate (Twitter,
etc)
Recommends (Digg, etc)
Rich Media (YouTube,
Slideshare)AdvertisingApp Stores
Amazon… and more
Apple iTunes
Android Markets
TMobile SingTel
Verizon
Sprint Globe Phils
Vonage
AT&T
Other EU Carriers
China MobileOther SEA
Carriers
Virgin Mobile
Blackberry Markets
WindowsMarkets
Web Apps
Chrome
iMac
MS Cloud
Wave Marketing
Full Service Distribution
Publish to over 20AppStores
Shanghai, China• market entry• development resources
The Philippines• design, graphics, audio• development resources
Silicon Valley• market access•Development resources• Mobile leadership
Global Reach & Low Cost Marketing
Global ReachLow Cost Global Advantage
Lower Cost, Wider Distribution• Low cost APAC infrastructure• China, Korea, Japan market opportunities
Product Readiness
Product Readiness Product Services
• Multi-device QA services• Focus group services• Localization/Translation services• Cloud services• Security services• Graphic and audio services• Platform porting (e.g., Android to
iPhone & RIM)
Proven Success
Proven Success More to come
• 10 active developers• 2 small development organizations• China, and Korea market entry
Wave Marketing Publishing OverviewCatch the mobile application wave
What Services Do We Deliver
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Wave Marketing Publishing: Wave Lifecycle Management
Develop Launch ExtendGrowProductConcept
Wave Marketing Publishing Services
Wave Marketing Publishing3 Key Functions:• Market Analysis• Product Readiness• Launch & Promotion
1. Market Analysis:Wave Segmentation• Customer Segmentation• Persona Profiling• App Business Modeling
How To Target Customers
Category Value
Breath
Duration
DevicePlatfor
m
Category Value Breath Duration Device Platform
Gaming
.
.
.Premium / low
cost...
.
.
.Mainstream /
Niche...
.
.
.Event based, short-term, or
long-term...
.
.
.Phone, Tablet
.
.
.
.
.
.Apple, Android, Symbrian RIM
.
.
.
Entertainment
Lifestyle
Productivity / Business
Health / Fitness
Finance
News / Sports
Books, Magazines / Presentations
Enterprise Apps – Workforce Productivity
Business ModelSegmentation
Price:Free / Cost
Cross sell / Upsell
Ads Subscription Branding & Others
Application Modeling
Wave Segmentation
Q4-2010 Q1-2011
Q2-2011
Q3-2011
Consumer Driven Events
Technology Driven Events
Christmas “Tablets Hottest Gift”
ChinaApp Stores
RIMPlaybookiPads
(Android/Samsung Galaxy)
AppleNews
(MacWorldJan 27)
Apple News(DeveloperConference
June)
iPad intros by: Lev0no, Dell, Cisco, Visio,… many more
AppleV2 iPad
CES & WinterProduct Intros
Customer habitat & personaprofiling:“marketing timing is everything”
Wave Segmentation
Positioning Strategy
1. Market Analysis:Go-To-Market Approach
DifferentiationRevenue/ Cost
DifferentiationRevenue/ Cost
Q3 Market
Extension
Q4New-New
Q1Me-Too
Q2Product
Extension
New ProductIntroduc
tion Quadra
nt
Product Centric
Mar
ket C
entri
c
Positioning Strategy
1. Market Analysis:Go-To-Market Approach
DifferentiationRevenue/ Cost
DifferentiationRevenue/ Cost
Q3 Market Extension
Q4New-New
Q1Me-Too
Q2Product Extension
New ProductIntroduc
tion Quadra
nt
Product Centric
Mar
ket C
entri
c
FirstWords Angry Birds
Angry BirdsCrush the Castle
What We Look For:• Zero to small number of
competitors• No market leaders• Team commitment• Untapped market
What We Look For:• Unique saleable features
customers are looking for• Developer’s commitment for
product enhancements
What We Look For:• Available untapped markets • Available sales channels• Developer’s commitment for
market extensions (revenue sharing)
What We Look For:• Smaller number of competitors• Viral adaption with Wave
marketing• Growth in market interest• Large customer base
1. Market Analysis:Competitive Research
Competitive Strategy
Product Planning
2. Product ReadinessWave Business Plan• It’s a living plan• It’s pragmatic• Highly creative –uses a
storyboarding design methodology
• Fiscal and project management guidance
Global, multi-platform, and customer ready
2. Product ReadinessWave Product Services• Multi-device QA services• Focus group services• Localization/Translation
services• Cloud services• Security services• Graphic and audio services• Platform porting (e.g., Android
to iPhone & RIM)
ProductPlan
BusinessPlanv1
ProductConcept
ConceptReview
StoryboardDesign
MarketingPlan
GreenLightFinalize
Product Plan
1-2 weeks 1 week 1-2 weeks
Business Plan v2
MarketAnalysis
InDepthPlanning
2. Product ReadinessWave Planning Process
Guidance through the planning process
Communications
• Press Releases• Product Reviews• Multi-channel
announcements• Website
Marketing Plan & Execution
Collateral Development
Social Media - WOM
Promotions
• Blogs & Tweets Buzz• Social sites, Facebook• Referrals and
“like this” programs
• Email and social media
• Direct mail• Pricing promotions
and cross sales
• Icons & Descriptions• Demos & Screenshots• Datasheets
and presentations
3. Launch & Promote
PR Strategy Online and offline PR mix Category PR PR leverage and drive customers into
action
Social Media Strategy Mainstream versus niche strategy Thought leadership/ expertise influence Buzz tactics – Tweets, Diggs, and others
WOM Strategy Influencers and reviewers WOM hooks
Advertising Strategy SEO optimization Ad placement and design services Online and offline ad mix
Direct Marketing Strategy eMail, DM Promotions Events, Mailers or other DM strategies
Promotion Strategy Intro Pricing, Free Apps Product Extensions: Next Generation,
Refresh and others Physical Merchandising Platform and device spotlights (Apple vs.
Android, Dell vs. RIM, etc.)
Marketing-Communications Checklist
Get Noticed
Publish
Comms.Email
Campaign
Press Release Features/
Lifestyle
News
Online
Blogs
Blogs/ Forums
Website
Social Media
Facebook,LinkedIn
Syndicate (Twitter,
etc)
Recommends (Digg, etc)
Rich Media (YouTube,
Slideshare)Advertising
App Stores
Amazon
Apple iTunes
Android Market
TMobile SingTel
Verizon
Sprint Globe Phils
Vonage
AT&T
Other EU Carriers
China MobileOther SEA
Carriers
Virgin Mobile
Web Apps Chrome
iMac
MS Cloud
Promotion
Distribution
3. Launch & PromoteGlobal Distribution
Coordinated & Momentum Building
Publish
Wave Marketing Publishing OverviewCatch the mobile application wave
How It Is Managed
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Planning & Process Reports Tracking & Dashboard Reports
Wave Marketing Publishing OverviewCatch the mobile application wave
What Value To Developers
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1. Better return on development > 40-60% revenue uplift
Connect with your customer – right message Get them to buy – right packaging, pricing and promotion Get them to recommend
2. Faster to market> 30% reduction in time to market
Hit the right sales windows Time the launch right – make an impact
3. Better product> Better reviews, and higher ratings
Improve quality Meet customer expectations Extend the product – what’s next
“Ride The Mobile App Wave”
Summary: Wave Marketing Publishing Value To Developers
1. Highly competitive• Low barriers to entry• Crowded and undifferentiated app market• Price erosion (>40% of downloaded apps are $0.99 or less)
2. Highly segmented • Who is your target? Why would they care?
3. Short product lifecycles • Need an impact and to extend the product
4. Lack of marketing knowledge • Post and run approach – leads to undifferentiated market • Poor messaging and inability to connect with the customer
5. Quality issues • Low ratings and unhappy comments
Summary: If Developers Go It Alone
Business Challenges for AppsWhat Wave Marketing Publishing Helps Solve
Key mistakes Wave Marketing Publishing helps avoid: Short Life: post, don’t promote – dies off
Late to Market: miss out on key windows
Me Too: undifferentiated in crowded category, don’t position out of category to connect
Don’t Connect: lack of compelling message and images to connect with the customers
Don’t Maximize: wrong pricing, wrong audience, little feedback capture and improve
Poor Experience: quality or customer experience issues cause poor ratings and comments
No Future: not capturing feedback or extending the app
Summary: If Developers Go It Alone
Unique Value Proposition (UVP)
Market Size/ OpportunityEXECUTIVE SUMMARY: WAVE MARKETING BUSINESS PLAN
• $17.5 billion apps market by 2012• $6.2 billion in 2010, from $4.2 billion in 2009, Gartner Inc.• Explosive app growth: 85% growth, 7B to 50B download by 2012• Explosive tablet growth – fastest growing product
• iPad, over 4B sold in 3 months• aPad, Q4 launch – 30% market share in 1 year
• Highly competitive:• Over 300,000 apps. Apps sales driven by top 20 (80%
revs)• High price erosion (42% are $.99 or less)• Average life span is under 3 months• Intensive developer competition: “25 percent of the new
startups [in India] are in the mobile applications market“
• Growing App Stores: Apple, Android, Intel, Adobe, Verizon, AT&T…
Wave Marketing provides publishing services to accelerate the revenue growth of mobile applications • Marketing methodology – Wave Marketing• Low cost marketing infrastructure• Global reach• Product Readiness (incubation as well)• Proven – pipeline/ successes• Value proposition to developers;
• Better return on development• Faster time to market• Better quality product/ experience
• Challenges addressed• Lack of marketing expertise• Highly competitive market, with short
lifecycle• App and experience low quality
Action Plan
Financials• Three key business models
• 30-70% revenue sharing with developers• Packaged services (retainers are possible with dev
firms)• App investment (>80% revenues with shared
costs)• $200,000 gross revenues in year one
• 10-15 apps • $1M in upside
• 1 breakthrough – top 20 app (potential to yield >$1M)
• $50,000 - $100,000 in operating expenses, year 1• 50% gross margin target•$100K start up funding (resources + cashflow) –October 2010• Wave Publishing infrastructure in place by January 2011•1st App launched in February 2011•2-5 Add’l Apps launched by March-May 2011 with major mktg launch• 1st round of Investor funding by March-April 2011•Risk: % of revenues for independent developers, first wins being required to secure business. Ability to brand. Marketing dollars.
Authors PublishersMarket AnalysisPackaging, Pricing, Product ReadinessLaunchPromotionsDistribution
Publishing Services for Mobile Applications
“Ride The Mobile App Wave”www.gowavemarketing.com
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