Appbooker Magazine - Issue 1

Also inside:

p 07

Mubaloo: Mark Mason on his leading mobile app developer business

p 10

Harkable: Top tips for creating the ultimate smooth user experience

magazine ISSUE

The social animal Romano Toscano unveils Loyd, the new social app discovery platform including:

p03 p18

Google: Spudd Mobile has fun beta testing Google Glass

Millennial media: Have you considered mobile advertising?

www. appbooker.com HC 01_Cover.ga.indd 1

24/05/2013 14:42

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joining AppLift of Marketing for tups including Ether Books Ltd, tup winner of the Rahelps IC H AR Dexperience, Magic, FaceShift, Europe’s leading ‘Pinterest’ style UI appRadvertising). companies also worked at thea new AD IE N Nplatform E marketing strategist in Times & Sunday O M Ophone T E R Zapstreak D I RECTOR, YOD EL M OB I LE D I young R E C T O R , entrepreneur, A M O B E E sports bile with mobile-first digital A square, companies Europe’s leading sports The marketing and mobile.

The past 7 mobile platform Tim has been a has Thomas worked at mobile platform quare, Zapstreak mobile-first digital mbridge University P ID G E O N Advent Calendar and Berenice Kalan apparel online with instant playbeen and including leading Mobile Entertainment TO N YisPUnipie Eand AR G AU L D IE Times; andof a Sales 10 of which has advertising rBETEGY. 2,000,000 You can publisher mobile he would like to share specialist uding leading Romano the CE apparel online focused in Latin years have been in passionate internet Magic Solver, theand UKUnipier BETEGY. You can publisher of mobile Dbuy I R E Ccapabilities T O R app O F Bbrands U S I Naimed ES S epreneurs Prize in specialist World Cup Calendar over 15 years of retailers, mobile C E O & C O - F Ofor UN D E COUN TR Y M A N A G ER , UK , Forum in various roles.

Executive for Yellow spent working at an marketing bi B E R E N IC E omers across 90 hisapp blog about “Quick Reads”.

Ether his passion and bring also worked as G Diego is a co-founder of ile brands Founder of Loyd retailers, America.

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Ether 2009.

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He is startups.

Si worked Marketing at Glu ile video and TV leading international sector.

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Stefan has also marketing experience GetJar. eLearning startup Publisher mobile marketing and deepworked Facebook and R O M AN O ntries. or.

MostSudoku the founder and with Orange for 6 James Mobile, Head ofover Stefan has also Maureen Scott is the business school in as Managing Director of years prior to cogaming industr such as Flurry, Exent including panies torecently, develop Twitter integration, platform experiences in all Livra.com, which social networks and degree in20-year marketing Coming from a businessin school in film Master Thomas is the acquired by (one developer invested in early-stage working music, lecturio.de and Development for sectors to his Twitter integration, TO SCMobile, AN OIpsos ic,worked FaceShift, es as Managing of years prior to co-as at Acting Channel Marketing sted in early-stage CEO &Head Co-Founder of Thomas isDirector the entrepreneurial of Mobile Yodel aformer full founding We Love Theweb.

Mobile has an and Scoreloop. jobsite.co.uk, D promote their taking the and mobile Trademob and stages ofexcellent develop became the leading the Tony was the Economics background in senior entrepreneurial marketing manager at of the top market startups including and mobile.

The past 7 Interim-CFO at one of Mojiva.

Prior to joining FOUN D ER , LOYD M OB I LE current role as Director taking mobile entHead Calendar and ng of Mobile Yodel Mobile, a full founding We Love EA Mobile, and ups including Ether Ltd,CaEas new sales marketing manager education (#1 FT TO NBooks Ythe PE AR for the Daily Mirror service globally Mobile, one of the UK’s Partnership Agency is record asGenera a succe Nick Marsh isfirst the VP,at online Mail and one apps. reading experience director at at various compan CEO and Co-Founder of research Marketing from management in the education (#1 FT AppLift, the research organisations AdSquare, Zapstreak years have been in Europe’s leading sports Prior to working as a Mojiva, Nick worked of Sales reading ld Daily CupZapstreak Calendar he Mirror as service globally Mobile, one of the UK’s Marketing Director at well quare, mobile-first C E Oas & a CO -experience F O Udigital N D E R , for AppLift, theand first Global consultant reaching mobile most respected mobile aInternational fully entrepreneur an EMEA Sales Group, The Econ MagicSolver.com, her social.

Player Xintegrated and James company in Latin July 2013 Sciences Paris and11th and Global online mobile affiliate worldwide) in 2008. and BETEGY. You can mobile marketing, apparel Tentertainment E E P EThursday E G APo M ES AND consultant, was N IC K M AR SH with Microsoft in the at Distimo, a globally manuel has a As a programmer social.

0 are among re delighted that at We’re this early delighted stage that we have at this managed early stage to secure we have the managed individuals to secure the individuals as a consultant for reaching mobile most respected mobile GetJar. R IC H AR D BETEGY. You can publisher ofR mobile mobile affiliate Entrepreneurship mobile companies agency with clients marketing agencies.

Si mobile marketing Over the past 10 Publisher AD R IE N N E ITV, The Wall St G A M E S G R A B self-confessed app nerd spearheaded the America andincluding was an MBA from Judge gaming industry, Tony Entrepreneurship network Diego also an read blog about with roles Carlton Tower retailers, V P , E M E A Sworldwide ALES AND Headhis oflead Campaigns UK foris 10 years serving recognized leader in for one ter degree in of the bigges Maureen is aevent mobile icSolver main P“Quick IDJumeirah G EFlurry, ON ile companies agency with clients marketing agencies.

Si such his blog about Reads”.

Ether network worldwide Ranking 2011, 2012), as Exent including helped the agency.

We bring Tony hasSAGE, raisedK Development ed below listed organisation contributors. ofMobile the As event organisation progresses of this the progresses this page G AU Lof Dby IE Journal, P U B L Ifocuses S H Ebelow RAs D E V100% E for L Oas P M on ENT, M AN UE Las contributors. status qualifies her to Maureen is page a mobile company from a fouracquired Ipsos (one Business School, The has an excellent track Ranking 2011, 2012), that Romano is the CEO and investor and advisor App Store Head Product mysportgroup.de.

He Muzicall, Europe’s Knightsbridge, London most recently as Group app store market data M AN Uand EL nomics companies in fun the internet esses.

MagicSolver D I R EScoreloop.

C T and O R Opioneer; F B U S I N E Sshe Sits M O J I Vfocuses A Prior100% as Flurry, Exent including helped lead the Store owns operates that on where he graduated and jobsite.co.uk, Daily business to trade sale C O U N T R Y M A N A G E R , U K , brands and content £15m in VC Mojiva. to joining and Equifax.

Rbe R AU D help app marketers updated with details will be of updated additional with industry details of leaders additional who will industry be presenting leaders who will be presenting person start-up in 2004 internet pioneer; she of the top market Cambridge University.

Partnership Agency is record as a successful Founder of Loyd where he graduated games.

AppLift is for a number of other Optimization at of Marketing Glu D EVELOPM ENT EM EA, holds leading provider Tbusiness R A D E MaOMaster’s B toat and analytics.

Distimo Head of Strategic R R AUother D (Sage), he4 learned keting from ran Openwave’s mobile Mail helps Scoreloop. jobsite.co.uk, Daily trade sale mization at Ether Quick games.

AppLift is best of class in 2008. and General Trust and established it as a owners together to started compa Mojiva, Nick worked D I S T I M O OUN D ER & CEO, their loyal user TH Oenjoys M AS crick and developed it into ran to Openwave’s research organisations Fluent in French, abest fully entrepreneur and Mobile, aand company ofintegrated class inof2008. based inAS Berlin &App San startups. his year’s App Promotion at this year’s Summit conference.

Promotion Summit conference. appstoreoptimization.tumblr.com Mobile, Head Prior working asmobile aCEO. grow Degree in Business managed ringback Mick offers core OSUO NLDVPo EERRto & C E O ,and AgencyThe Client TH Oand M deadlines, b nces Paris developer programme panies develop C Mail and established it as&a toreoptimization.tumblr.com Publishing Platform based in General Berlin in &Trust San worldwide) Coming from a 20-year base Group, Economist, successful and workthree across a number what andM had with Microsoft the and revenue.

Europe’s largest SO M E2 Rsucce developer programme in 2008.

C S Oworking LVER Spanish and English, r to as a mobile marketing Over the past 10 years, that focuses on Francisco and consists Channel Marketing at consultant, James was Economics from HHL – tone services.

Prior to indie music andC services: App Partnerships.

SO M M E R of pizza and Diet MBA fromtheir Judge from 20012005 and promote Group, The Economist, successful and and delivers its Francisco and consists background in senior ITV, The Wall Street profitable brand. of marketing UKpassionate for 10 years serving Diego Apart from being Mexits.

A R K E T IMost M Arece NAG mobile fromof20012005 and is also Emmanuel has 10 building the bestasocial Analytics, ultant, James was agency.

Wean bring Tony has raised over gamers EA Mobile, and Head Campaigns for Leipzig Graduate joininggames Muzicall inall book onN Ghistory.

Nick the Mof A R K E Marsh T I N G M Ais G E RVP, , toon track represent as an ad iness School, also worked inin one apps.

ATony P P L I F Tfounded ITV, The WallN AStreet profitable brand. consumer product via of passionate gamers management the Journal, SAGE, Kobo disciplines mobile most recently as Group Earlier in his career, mobile aficionado, distributor.

Library also worked in Awho P P L I Fare T investor and advisor EAdrienne Gauldie was network app for apps. years experience in d of Campaigns for brands and content £15m in VC funding, deeply Marketing Europe’s As animportant early advocate School of Director at Muzicall, 2008, James was is onetoofcode. the mos EMEA Sales andKobo your app of value Roa mbridge University. Journal, corporate Based in London, SAGE, smartphone apps. who are deeply entertainment and and Equifax. including (display, gamesGRABR, Head of Strategic Nick was is Team Leader mobile Adrienne a coffeeHouse named the Si corporate manuel has a is for aan number of aother born inearly Washington An active entrepreneur marketing and project icall, Europe’s As advocate owners together to of leading started 4 companies connected with key GetJar. provider of technology, Management, manuel Carraud Director of Marketing experienced and Publisher data across all major is now fully dedic nt in French, development, Richard Pidgeon brings and Equifax.

Ether’s platform has connected key gaming industry, Tony in search, product consumer game Agency andwith Client manuel Carraud foodie, and formedia TopJobs.co.uk; company asglobal the fourth development, ter degree inCEO startups.

State is now based forcricket, more than app management for$122m drinker, ing provider of isof players mobile technology, Si managed workand across a number and hadringback 2 successful and decision Mick enjoys has been instrumental leading international ounder at leading Development for stores and ad toknowledgeable building the bem nish andand English, overseeing the adeep history of knowledge Facebook and players and decision The Mobile has an excellent track placement, that that marrie Partnerships.

Founder and CEO of mum of two.

Senior Sales Person for fastest growing VC overseeing the $122m nomics and in London.

As country 15 years, he has had Danone, Nielsen and aged ringback Mick enjoys cricket, has been instrumental of marketing exits.

Most recently, makers in the gaming tone services.

Prior to indie music and a good in advising clients on business school in icSolver, a mobile publisher media buyers in Thomas is the Mojiva.

Prior to joining networks; Conversion social app platfor manuel hasa 10 acquisition of in the and experience Twitter integration, makers is inthe the gaming Partnership Agency record as a successful sponsorship andin in-the power and usab Thomas gicSolver, News International – backed company acquisition of Europe. keting from manager UKclients for apponis joining his fair share of app Auchan across services.

Prior to indie music and a good entrepreneurial in advising disciplines on mobile Tony founded industry.

Before Muzicall in and The book on history.

Mick how to take effective Earlier in his career, bridge based Connect2Media, industry today.

Tracking, to measure marketing mana Mojiva, Nick worked data-driven friends, brands an s experience in Musiwave.

Maureen mobile marketing taking the mobile industry. manager Before at a fully integrated entrepreneur and CEO. experiences appbefore advertising). a ‘Pinterest’ styl marketing mbridge UK Spanish &most Musiwave.

Maureen nces Pobased Paris marketing platform inSunday all Aalso young entrepreneur, ng inand book on history.

Mick how to take effective including (display, gamesGRABR, a to his marketing joining AppLift 2008, James was isThe oneTimes of the advantage of theprofile celebrities.

Nick was Team Leader education (#1 FT up Muzicall winner of the your full app sales managing high AppLift, the firs with Microsoft in the platform keting and project developer sectors worked at the We’re delighted that at this early stage we have manage reading joining AppLift mobile marketing Over theexperience pastat10 years, stages with instant pla AppLift, the most firstat tup winner of the mobile channel. content In his Times;ofand aand Sales also worked the MBA from Judge Trademob and former development he would like share 8, James was is one the advantage of the search, product consumer games site Thomas Director of Marketing experienced mobile for TopJobs.co.uk; Global bridge University funnel fromcampaigns discovery marketing mobile affiliate UK forof 10worked years serving Trademob enables nagement for current role asto Director Mobile Entertainment social.

Thomas worked at agency.

We bring Tony has raised over buyof capabilities mobile affiliate listed below as contributors.

As organisation the eve mbridge University company ZED acquired Executive for Yellow Mobile Entertainment sales director at at various companies. iness School, his passion and bring ctor ofNielsen Marketing experienced mobile channel. In his at placement, that that marries the Magic Solver, the UKleading global knowledgeable current role, hetolooks Senior Salesand Person for Entrepreneurship and app epreneurs Prize andcampaigns strategic network worldw most as advertisers withmobile its one, andin of International Sales Forum inVC various roles.

B EREN ICcontent E Magicrecently Solver, theGroup UKbrands and £15m in funding, at gamers. network worldwide repreneurs Prize in J it in April 2009.

Pages Sales Force – will be updated with details of additional industry leade Forum in various roles.

MagicSolver.com, her mbridge University.

B E R E N IC E some magic to ading global knowledgeable mobile current role, he looks sponsorship and inpower and usability of STE FAN B IE L AU Maureen is a mobile G O M E L L E R D AM IE G E O S K M AYE E L L E R M J AM IC K S R IG K AYE B Y SI M IC C R K O R WH IG U B R Y ST SI C R O WH U R ST E M M AN U E L based app discovery – publisher media buyers at trendsand andAppIQ, future News International Ranking 2011, 2012), mobile launch; eM 2009. relationships with state-of-the artin the that focuses 100 Head of Strategic atstarted Distimo, a globally han As a programmer for ANacross U E LEurope. that K AL AN based app discovery owners together to 4N&companies focuses 100% on eile 2009.

Talking Pages division. self-confessed app nerd nt A P P S T O R E O P T I M I Z A T I O N A M in P P French, Fmedia C O E U O N , D J E A R M P & P D I R E C T O R , F F O O U U N N D D E E R R & & M D A I N R E A C G T I O N R G , G F L O O U B N A D L E I R N O M V A A N T I A O G N I N G G L O B A L I N N O V A T I O N K AL AN everyone’s life. publisher buyers in the at trends and future app advertising). a ‘Pinterest’ style UI internet pioneer; she C AR R AU D platform.

Connect2Media, industry today. capabilities to produce at this year’s App Promotion Summit conference.

Previously, Ton The Times & Sunday the most accurate tool where he graduated icSolver develops leading brands technology to get the games.

AppLift Agency and Client Tony is also the corecognized leader in oung entrepreneur, one of the biggest CRM D I R E C T O R , M O B I L E R AU D platform. work across and successful EX RE A P P R O M OAppLift TER DA I PRPERCO TO M RO, T YE O R Da E Lnumber M OB I LE DD I IRREECChad T TOORR, ,2 AYM OODBEEL EM O B I L E DPI E R RE TC, T ZOARP, SATM OABKE E games. is gicSolver develops status nish and English, R TEN CETqualifies O L her E C O the - F O Umarket ND ER & C nect2Media, industry today. capabilities to with instant and most ran Openwave’s mobile managing highplay profile award-winning PDAI R R SRH, IMP O ABGI produce E N C Y to founded a game& Times; and a Sales best of class in 2008. ovative iPhone from their adworld on including based in Berlin Partnerships. founder ofMarvel, an toE O , app store market data would toO ,share companies in the O U N D E Rlike & CE of marketing exits.

Most recently, PAR TNERS HI P AG ENCY M AG I CS OLVER based in Berlin & San ovative iPhone help app marketers manuel has 10 aging high profile award-winning buy capabilities aimed developer programme C S OLVER marketing campaigns strategies and analyze the estimated company called Executive for Yellow spend by: – ications and Hasbro, Activision, executive networking Francisco and co and analytics. passion and (Sage), he learned disciplines on mobile Tony foundedDistimo Francisco consists lications andbring Earlier in and his career, grow theirand loyal user s experience in keting campaigns strategies at gamers. from 20012005 and and strategic campaigns.

Previously daily download and Games, a consu Pages Sales Force – Aggregating all mobile gs magic to your World Poker Tour, event called the of passionate ga offers three core e magic to what deadlines, boxes including gamesGRABR, a passionate gamers gs toproject yourof of o ismagic a co-founder Diego is aTeam co-founder Nick was Leaderof STE base and revenue.

FAN B(display, IE L AU keting and strategic campaigns.

Previously also worked in with aCenturions, member ofCentury the volumes foris portal allow Talking Pages division. traffic for the best ile phone which Sony, 20th who arethat deeply services: ofSipizza and Diet Coke yone’s life.with Stefan Bielau is one of revenue James has over 15 years Mick James has has over over 2015 years years relationships Si Mick has has 15 App years over 20 of years has 15 years of Previously, Tony search, product consumer games site who are deeply bile phone with p, a data-driven Jampp, a data-driven for TopJobs.co.uk; A P P S T O R E O P T I M I Z A T I O N Berenice Kalan has Apart from being a nagement for ionships with a member of the corporate leading brands Mobile Marketing any app in any market players to discov reach worldwide, aimed at the digital 2,000,000 Fox and Manchester connected with Analytics, to track all represent as an added Berenice Kalan has the world’s leading of B2B and B2C of of experience B2B and B2C as a mobile of experience industry as a mobile industry Emmanuel Carraud is E X P E R T , Z A P S T R E A K founded a games placement, that that marries the connected with key for mobile ring 2,000,000 le application mobile application Senior Sales Person manuel Carraud is over 15aficionado, years of one, Nielsen and brands Mobile development, including Marvel, Association UK worldwide. tracking clicks, play games acro TIM Kand O SC HE entertainment omers across 90 United. deci your important app value toon code.

Romano over 15Marketing years of inApp Store strategist marketing inexperience, experience strategist in working experience working Co-Founder company TeePee sponsorship and power andcalled usability of experts R O M AN Oand CEO of players players andexperience, decision – omers across 90 of marketing eting platform marketing platform News International ounder and CEO Adrienne is a coffeemarketing experience han across Europe. uding Marvel, Association UK overseeing the $122m downloads, Hasbro, Activision, Council, Si is takes currently M A N A G I networks Nin G D I R E ga CT and any social industry and ntries. Sudoku makers the data across all major is now fully dedicated marketing experience Optimization (ASO) 10 of which has been advertising 10 of which and has been with advertising a mix of and with a mix of MagicSolver, a a consumer app advertising). aGames, ‘Pinterest’ style UI Prior to joining working TO SC AN O at makers in gaming ntries.

Sudoku Before sed in Latin focused inthe Latin The Times & Sunday CO- FOUN D ER , A PPL drinker, foodie, andfilm World cSolver, a working in music, oung entrepreneur, bro, Activision, Council, Si is currently acquisition of Poker Tour, co-curating a creative track-worthy in-app the web.

Tony w place every two ic, FaceShift, industry.

Before app stores and ad to building the best working in music, film and mobile app spent working at an marketing spent working for big at an businesses, marketing for ranging big businesses, ranging Cambridge based portalinstant that allows F O U N D E R Pidgeon , L O Y D M Oin B I LE Distimo, with play and industry. gic, FaceShift, Connect2Media rica.

Before America.

Before Jampp mum Times; and a Sales of two.aThe bridge based and mobile. past would like toJampp share ld Poker Tour, co-curating creative Musiwave.

Maureen 20th Century mobile event called actions months in London CEO and Co-Fou ent Calendar and joining AppLift Stefan Bielau is one of 77 Sony, networks; Conversion social app platform for and mobile.

The past TO N Y P E AR C E marketing.

His international level agencies international and level from agencies corporates and to from corporates to startup winner of the players to discover and spent over 15 years buy capabilities joining entwinner Calendar and 2004, James was Head 99 while atofbring in 1999AppLift while at Executive for Yellow up the TOand N YManchester PtoEat ARthe Caimed E years have been in passion and y, Century mobile event called also worked Fox Mobile Monday -consulting Optimising ad spend along with events in Player Xworked and ld20th Cup Calendar Thomas the world’s leading Tracking, measure The data-driven app friends, brands and C E O & games CO -F OU N D EHe R , is years have been inis practice within the mobile consultancies. within the mobile He startups. consultancies.

Si worked startups.

Si worked Cambridge University play across working in the mobile at gamers.

Thomas worked at– rld Cup Calendar of Marketing for ersity in Buenos university inForce Buenos Pages Sales R IC H AR D CEEEO &E CGEntertainment OA -MFN OSUE N DD ER, bridge University mobile marketing, e magic to T P E E A N AD R IE N R O M AN O N IC K M AR SH and Manchester Mobile Monday Mobile TIM K O SC H E L L A D IE G O M E L L E R J AM E S K AYE M IC K R IG BthY United.

Shoreditch. to achieve the best New York, Istanbul spearheaded 0 are among Magic Solver, your full app sales experts on App Store marketing platform celebrities. mobile marketing, helps companies sector.

Most recently, the sector. founder Most and recently, with the founder Orange and for over 6 with Orange for over 6 Entrepreneurs Prize in TE GR AA M E S A N Dand N IC K M ARthe SHUKsocial Tim has been the a ecosystem, gaining the G A EMPEESEGnetworks BR Magic Solver, 0 areco-founded among mobile platform sepreneurs he Aires he co-founded Talking Pages PEID GMEGPCPI O N E C T OLTV Prize in with including yone’s life.

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NEDL L A G DR AIE TIM TO AN OE(ASO) MCA N R & OA , G J AI N PD I Rand F O U NMunich.

D ER & D I RECTOR, Fcompany O U N D E R & from M A N Aa G ed.

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Forum in various roles.

Previously, Tony possible GAU A M EL S Gfrom B Rdiscovery B E RSC Eroles N ICDirector and icSolver main funnel based app discov Optimization Trademob enables Romano is the CEO and with roles including including leading James worked as Managing James worked as of years Managing prior to Director coof years prior to coJune 2009.

V P , E M E A S A L E S A N D the web.

Tony was the passionate inter majority of his Before joining P U B L I S app HER D Ewhich VELOPM ENT, C O F O U N D E R , A P P L I F T A P P R O M O T E R D I R E C T O R , Y O D E L M based discovery gicSolver main D I R E C T O R O F B U S I N E S S specialist Unipier and .com, which Livra.com, 2009.

Head of Cfounded OUN TR Y Ma A Ngames A G ER , UK , MP A N A GS IHNEGR D IERVEECLTOOPRM & FO UN D E R Product , LOYD M OB I LE U B L I D E N T , K AL AN person start-up esses.

MagicSolver and campaigns app of mobile platform. and mobile app M O J I V A Head of Mobile advertisers with its Founder ofatLoyd Head ofHead Product Dfounding E V E L O Papp M E NWe T E MLove EA, brands Acting Yodel Acting Mobile, of a Mobile full founding Mobile, Love ato MagicSolver develops re joining CEO and Co-Founder entrepreneur for experience TYodel RAD EM O B We Cbecame -F E R , leading APPLI FT Connect2Media infull platform. cesses.

MagicSolver also worked as Games me the leading MOO J IOVUAN Dthe cSolver develops Marketing D I STI M O D I R E C T O R , M His Oat B I Glu LE company called TeePee and developed helps other launch; and AppIQ, marketing. state-of-the art Mobile, a company Marketing at Glu such as HAILO to for the Daily Mirror as service for the globally Daily Mirror as Mobile, service globally one of the UK’s Mobile, one of the UK’s innovative iPhone nect2Media in Player X and Vodafone and Nokia. several years prii 2004, James was Head helps other Product Manager for PMobile, A R T N E R S HHead IP AGE NCY ne research online research vative iPhone of Games, afrom consumer R IC H AR D Europe’s largest the most accurate tool panies to develop technology to get the consulting practice that focuses on R IE N N E Mobile, Head of Coming a 20-year improve their mobile well as a consultant for reaching well as a mobile consultant for most reaching respected mobile mobile most respected mobile applications and recent 4,cations James was Head spearheaded the cofounding HitF Marketing for mpanies to develop UKmost operator Orange, pany in Latin company in Latin and Coming from a 20-year Diego is a co-founder of His Channel Marketing at of portal that allows P ID G E O N mobile games on the market to promote their most from their ad helps companies building the best social U L D IE Channel Marketing at background in senior app distribution and mobile companies agency mobile with companies clients marketing agency with agencies. clients Si marketing agencies.

Si brings magic to your Tim has been a James has over 15 years Mick has over 20 experience was arketing for company from a fourGroup and mobile platform Romano is the CEO and promote their where he was rica and was America and was Jampp, a data-driven gs magic to your background in senior EA Mobile, Nick D I R E CMarsh T O R O F is B Uthe S I N EVP, SS players to discover and passionate distributor.

Lib analyze the estimated one spend by: – and including leading N T R Yapps.

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The beta test

magazine

Welcome to the launch issue of AppBooker magazine – the new place for all things mobile.

AppBooker.com launched in early 2010 as a discovery platform for mobile app developers. Since then, over 1,000 of the world’s best development agencies, startups and freelancers have made AppBooker the go-to place for app developer resourcing.

We’re delighted to be expanding our brand in partnership with Talk Business magazine, and every month will be covering all mobile areas: app development, ad networks, mobile payment solutions, location-based services, augmented reality, emerging technologies - and everything in between.

We’ll also be paying close attention to those new disruptive mobile start-ups that are blazing a trail in the tech world, starting this month with Loyd Mobile. Find out more about it on page 12.

Look to the future We beta test Google’s Glass, and boy, it’s good Words: Ben Jones

Google Glass takes some getting used to.

Yes, we stare at screens all day long, but when one is placed directly in your field of vision, initially things are a little strange.

It is impossible to not act robotically the first time you use it.

Yet Glass is light, it does not obscure your vision, and it does not feel weird or uncomfortable on your face. Anyone who has worn glasses - or even sunglasses - won’t notice a difference.

After a slight adjustment, the tiny screen popped to life and showed me the time along with a “row of cards” like Google Now, except horizontal.

There are several ways to interact, by moving your head in a particular direction, or tapping the touch-sensitive pad along the right side that runs from your temple to your ear. Another way to interact with Glass is by speaking to it. Simply asking, ‘OK Glass...Where am I?’, will bring up your current location within Google Maps.

The touchpad is extremely responsive and, to be completely honest, I preferred it to speaking actual voice commands.

Enjoy.

Stuart Bluman Founder, AppBooker

Contacts:

AppBooker CEO Stuart Bluman stuart@appbooker.com AppBooker COO Simon Gerra simon@appbooker.com Advertising manager Scott Hartley 0203 617 4681 scott.hartley@astongreenlake.com AppBooker magazine is a Talk Business production.

03 www.appbooker.com

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The beta test

This is mainly due to the negative social aspects that will be inevitable on launch – to the onlooking public, it simply seems as if you are talking to yourself…

Taking photos and video is another feature that is great fun to use. Believe it or not, Glass has already been hacked to take photos by blinking!

So, what does this mean for developers?

Google has recently released the guides that will allow developers to write apps for Glass. In some respects, the Mirror API was a bit of a disappointment for us at Spudd Mobile, as we were hoping to have the ability to run full-blown augmented reality apps.

But even in its current form, it will allow developers to create new experiences for new and existing apps that just weren’t possible before.

One thing many developers may not have realised before Google published these documents, is that the API is essentially an old school RESTful service.

The only way to interact with Glass is through the cloud. The only apps you can build, at least for now, are webbased, and despite the fact that Glass runs Android, you can’t run any services directly on the hardware.

Google may have made this choice for a number of reasons. It ensures that Glass’ battery life is reasonable (Google says it should last a full day, assuming you don’t record a lot of video), but this also means that if a service goes haywire and sends out a fresh cat picture to users every second, it can intervene and cut that service’s access off. Depending on how you look at this, that’s either a good or a bad thing, but Google is clearly interested in keeping some control over what’s happening on Glass for now.

The way the API works however, also means there are things you can’t quite do with Glass yet that are possible on any modern smartphone. You can’t write a real augmented reality app, for example.

It also doesn’t look as if you could easily stream audio or video from the device to your own services, though you can obviously use Hangouts on Glass.

Believe it or not, Glass has already been hacked to take photos by blinking Because the platform is essentially web-based, you are also limited to HTML and CSS when it comes to styling your apps. Even so, Google would much prefer you stuck to its own templates for the time being.

Assuming you have an Android phone, you will be able to create location-enabled apps. Users can send images to your service (so you could build a service that manipulates or analyses these images in the cloud, and then sends the results back to the user) and upload videos too (and in return, you can also send audio, video and photos to the user).

What developers aren’t allowed to do is to display advertising onto a user’s Glass screen or to sell their apps. Given the current size of the market for Glass apps, that’s not a huge issue. I expect that Google will allow developers to sell access to their apps in the future, but traditional ads just don’t make sense on this platform. The fact of the matter is that people would instantly stop using Glass if ads were brought in, because it would be far more intrusive than ads you would see on a smartphone.

Google stresses that Glass is still a very new platform and that developers

should keep this in mind when they write applications for it. That’s also why only developers who own the actual hardware can currently get API access.

For the time being then, developers will likely remain somewhat underwhelmed by the API. It’s worth remembering though that this is just a first release. Google could open the hardware up to more sophisticated apps in the future, and/or enable access to more features through the current API. Without native apps, Glass won’t be able to do many things developers may have envisioned for it, but even with these limitations, I’m sure we’ll see a fair amount of innovative Glassware in the near future, with all the big names getting involved. Yes, I’m talking about you Samsung, and you Apple.

Ben Jones is managing director of Spudd Mobile Limited Contact: spuddmobile.com

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AdPage.indd 1

24/05/2013 14:13

BRING YOUR APP TO LIFE.

Your a pp

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here

24/05/2013 15:46

Q&A

App close and personal

Mark Mason, CEO and founder of Mubaloo, spills the beans on becoming the UK’s leading enterprise and consumer mobile app developer in just four years It’s no small feat to start a successful digital business, let alone two. Mark Mason, founder of app developer, Mubaloo makes it sound easy though.

‘Having the cash to do it,’ is his simple response when asked how he turned his current business into the UK’s leading enterprise and consumer mobile app developer in just four years.

The ‘cash’ in this case came from the sale of his first business, Mason Zimbler, a leading digital marketing business. With true entrepreneurial panache (and a little time on his hands), he looked around and realised that the day when the mobile platform became mainstream was fast approaching. And thus, in 2009, Mubaloo was born, providing end-to-end mobile strategy solutions for B2B and B2C clients. We find out more.

What was the inspiration behind the business?

I had the money to start a business and grow it very fast, and I was convinced that companies were going to move to the mobile platform to run their entire business. Initially the apps we were doing were for things like finance or HR or marketing. More recently, we’re much more involved with mobile strategy and helping companies develop their mobile ecosystem, advising on MDM, MAM and mobile platforms.

Who do you work with?

We’re working with companies like AVIVA, Schroders, Argos, RAC, DHL – large corporates which are rolling out apps across the whole enterprise.

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Q&A

We’re also EE’s exclusive enterprise app developer, and we partner with SAP. As an organisation, we do 50% B2B and 50% B2C. The majority of development is on iOS and Android.

What makes Mubaloo stand out in an overcrowded marketplace?

We’re the largest B2B app developer in the UK – we offer complete end-to-end programmes to our clients, including mobile strategy, creative UX and UI, development, project management, testing and deployment. We’re considered a very trusted mobile partner to our clients, delivering the work we promise on time.

Understanding the space we played in was integral to our success. We’ve never done any games, we’ve never done campaign apps. Our understanding of

integration into back office systems and web services helps us stand out.

What makes a great app?

Usability – we see a lot of bad business apps, and usability is what sets good ones apart. People want to have the same experience with their lifestyle apps and their business apps, and the reason it is so important is that usability improves adoption rates, adoption of using the app itself. There’s no point having a business app if no one’s going to use it.

Are the big app success stories due to creating an incredible product, or is it simply a case of great marketing?

A lot of our apps are B2B anyway, so they’d never be on the store. But, in general, a great understanding of your audience is key. So a great

We see a lot of bad business apps, and usability is what sets good ones apart

understanding of their needs – we need to understand what the business audience wants from our apps, and that means not overcomplicating them and ensuring they do their function really well.

What new worlds are left to conquer?

We’re opening up in Holland and Germany, and we’ve got an office in New York. We’re working towards a global footprint. It’s not easy to do – the trick is finding the right people. The other important thing is to partner with larger systems integrators and enterprise software organisations.

What’s your vision for the future – would you set up another business?

I’ll keep setting up businesses! We’ve already got another one called The Responsive Website Company that’s part of the business group.

What’s your favourite app?

The Met Office app – it’s one of ours and I use it every day, several times a day!

Mubaloo is an award-winning team of mobile consultants and app development experts, delivering end-to-end enterprise and consumer solutions. It helps businesses plan, define and manage their mobile ecosystem, providing inspiration and building intelligent business solutions.

Contact: mubaloo.com

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24/05/2013 14:18 5/24/2013 11:02:38 AM

User experience

Smoothly does it

Designing a great mobile UX: Harkable’s Ashley Ford gives us the lowdown on smooth user journeys Words: Ashley Ford

Understand your audience Determining your target market is key to designing a great user experience. On average, 80% of mobile users will use just 20% of your app’s functionality, so if your service is already online, a great way of ensuring you’re prioritising the right user functions and content is to look through the website’s analytics to see how your customers interact with your site.

Explore the platform Apple and Google have invested billions in ensuring users know exactly what to expect when they press a button or make a touch gesture. Your app UX should be a consistent experience and not go against what they’re used to. Familiarise yourself with the devices you’re designing for – you’ll learn more from using a device than from any guidelines. Understand how users hold devices and how to lay out your interface. Generally speaking, buttons in the top left of the screen held by right-handed users are harder to access and press accidentally, while buttons in the bottom right are more accessible – so consider using these areas for your “calls to action”.

Treat your app as an ever-evolving entity Design for interruption Inevitably, the user is going to be distracted, either by something in the real world or from within the device itself.

Make sure that the experience is such that if they’re ejected from your app due to an incoming call, they can easily pick up from where they left off. Break up processes and save the app state or user data regularly, so they can jump back in.

Sense intent Try to sense the user’s intent, allowing them to swiftly move through to complete their task, while also uncovering information they weren’t expecting.

Evolve your app Ultimately, even the most well thought out and well planned UI will uncover flaws when released into the real world.

Treat your app as an ever-evolving entity, adjusting your product as new

technology and techniques appear, gathering usability data, user feedback and analytics to help direct updates.

If you’re part of a team, using an agile development methodology can help to shape your team and workload to deal with unforeseen updates, while maintaining visibility on your existing product roadmap.

Ashley Ford is the co-founder of Harkable, a creative digital agency based in Shoreditch. Prior to founding the business, he enjoyed a career in web development working for a number of leading technology companies in the UK, including Myspace and Spotify. He was recognised by The Independent newspaper as one of the ‘Key Voices in Technology’ in the UK. Contact: harkable.com

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24/05/2013 14:44

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24/05/2013 14:04

In the hot seat

The discovery channel We catch up with Romano Toscano, founder of Loyd Mobile, on why his social app discovery platform means finding and sharing apps will never be the same again Words: Helen Coffey Images: Martin Beddall

If you haven’t heard of Loyd Mobile yet, that’s only because it’s still in closed beta phase – but in a couple of months, that’s all going to change.

So I’m assured by the app discovery app’s dynamic founder, Romano Toscano. He turns up full of energy, despite the fact that my somewhat vague directions have led to him wandering the streets of North Greenwich for 15 minutes. Taking this calmly in his stride, it’s straight to business as he talks me through his app; it is clear that this is a man who has done more than his fair share of pitches. Unlike many aspiring entrepreneurs I’ve encountered, he has got the hang of brevity, and is able to sum up his app’s unique charms in a succinct yet informative elevator-style pitch – no preliminaries required.

‘It scans your device – your phone or your tablet – and gives you a list of all the apps and games you have on there.

Individually, you can choose which ones you want to share with your friends, which ones you don’t want to share, and which ones you want to share with a closed group of friends. It shares this on your timeline, and you can tap into each

My ultimate dream is that we are going to be the next icon on everybody’s smartphone

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24/05/2013 14:48

In the hot seat

other’s timelines and see what kind of games and apps everybody has.

‘You can also tap into famous people and famous brands, to follow their games and apps – so you could follow your favourite singer, or lifestyle brand, or football club, and see what kind of apps they have.’

It’s as simple as that. A social app discovery platform, which allows you to rate apps and share them with your network, see what apps your friends and favourite celebrities are using, and navigate the ever-growing number of apps on the market in a fun, sociable way. The benefits to the end user are myriad and quickly apparent – Loyd Mobile has found a new way to tap into our increasing reliance on personal

recommendations, and our desire to connect to, and interact with, social groups online.

‘I get frustrated by the fact you can’t find any apps. How do you find them?

Well, you might say to me, “Romano, try this,” so it all comes from personal recommendations,’ says Romano.

‘I noticed that instead of using Google, a lot of the time people will use their social network – so they’ll post on Facebook: “Where’s the best restaurant in Shepherd’s Bush?” Their friends say, go for this place, because I’ve tried it and it’s great. We want to do the same thing with apps.’

The platform is designed to be a win/win, aimed at making life easier not just for consumers, but for app developers, big brands and advertisers

Finding an app in 720,000 apps is a nightmare.

This is going to be the new way of doing it

as well. The income stream behind the business model is twofold, with revenue generated from getting a kickback on each download done via the Loyd platform, and getting a kickback from advertising. While the Loyd team will not be selling its data to other organisations, it can offer extremely tailored advertising opportunities to other apps, promoting them to users who are likely to be interested, based on their previous downloads. These apps, which previously might have never been downloaded at all, can now get directly in front of the people who are likely to want their offering. It means the app gets seen, and the user gets targeted app promotions rather than being bombarded by ads that are irrelevant to them.

‘I read this morning that 60% of apps on the App Store have never been downloaded,’ says Romano. ‘If you talk to any app developers, getting seen is a big problem. If you’re on page 26 of the App Store or the Google Play store, there’s no way people are going to find you.

‘With Loyd, you can put an app in front of users who actually pay for downloads, and use the kind of app that you build; so for app builders it’s far more interesting to advertise on there.’

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28/05/2013 05/03/2013 15:40 12:55

In the hot seat

If you talk to any app developers, getting seen is a big problem Romano is used to finding revenue streams, having been an entrepreneur several times over already. Six months as a wage slave was enough to convince him that he was not cut out for the daily grind: ‘I’m really bad at working for others. I cannot imagine working for somebody else again!’

He and his business partner had each been successful enough in their previous entrepreneurial fields to fund the new venture themselves, although now they are doing an external funding round – hence the oh-so-polished pitch.

They have been getting hugely positive responses to the product so far (‘Nokia likes it and Samsung likes it’) and were selected by the Accelerator Academy, a 12-week programme for tech start-ups, which finished with them pitching to 100 VCs. ‘We were selected out of 120 companies: 10 made it onto the programme, and only three were selected to pitch. So that was interesting,’ Romano

tells me. ‘We’ve had a lot of positive reactions so far, and everybody likes our product – because finding an app in 720,000 apps is a nightmare. This is going to be the new way of doing it.’

The big names in mobile seem to agree, and Loyd Mobile is already setting up promotional plans with Nokia UK and Samsung Benelux.

As a seasoned entrepreneur, Romano likes to think big: really big.

‘My ultimate dream is that we are going to be the next icon on everybody’s smartphone – you’ll have your Facebook icon, Twitter icon, LinkedIn icon and we want to be the one next to them. We’re going to be the social network for everyone who’s involved in apps.’

In the hugely competitive app market, where you’re either an Angry Birds-style hit or an irrelevant miss, it’s worth being ambitious. And Romano is raring to go: ‘We want to get everything in place first – but yes.

We are ready for it.’

Romano Toscano is co-founder of Loyd Mobile. Loyd Mobile is currently in closed beta phase. It will go live for Android in 8-12 weeks.

Contact: www.loydmobile.co.uk @iamloydmobile

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24/05/2013 14:49

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24/05/2013 16:37

Mobile marketing

Always

on

How to reach your customers on the first thing they reach for every day Words: Gavin Stirrat

The biggest change in consumer behaviour over the past decade is the increasing reliance on mobile devices.

This shift has huge implications for advertisers, because marketing spend tends to follow consumer behaviour. If harnessed properly, mobile advertising offers unique benefits to businesses.

For anyone considering allocating budget towards mobile advertising (or looking for advice on how to get the most out of their current spend), here are three key tips to consider: 1. Think ‘mobile first’ Mobile is inherently different to any other medium, so simply re-purposing an existing online campaign will, typically, not be the most effective strategy.

Consumers are using their mobile phones nearly 24-hours a day for a variety of purposes (ie to shop, to connect, to be entertained, to research).

When planning a mobile campaign, marketers should think about what their goals are, and how they can achieve these by taking advantage of the natural differences in mobile.

2. Leverage unique features The most effective mobile campaigns are the ones that utilise uniquely mobile features. For some campaigns, this can be as simple as using a “click-to-call” feature, that will let a consumer see an ad in which they can press a button and give your store a call.

Another example is campaigns that leverage store locators. A chain of local grocery shops may want to ensure a consumer can always find the nearest physical location, and with the built in GPS of a phone, they can give consumers turn-by-turn directions that will tell them how to get there.

3. Explore self-serve For a small business looking to get started in mobile advertising, exploring self-serve options is a good first step. A self-serve campaign provides ease of use and simplicity, total control of the entire process, and, perhaps most importantly, the ability to test different variations of campaigns, both in targeting and messaging.

Within our own self-serve solution, mMedia, an advertiser can design

their creative, choose the call to action, implement their own targeting parameters, and optimise delivery and choose where the ads run.

With self-serve advertising, advertisers can set up as many different campaigns as they want, make as many adjustments as they want, and then use those campaigns to gain unique insights into what types of ads are truly resonating.

Once advertisers have this information, they can then apply it to develop a clear targeting strategy and scale their campaign for further success.

Gavin Stirrat is managing director EMEA, Millennial Media.

Contact: millennialmedia.com

If harnessed properly, mobile advertising offers unique benefits to businesses

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