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ustwo‘s Matt Pollitt: “Track your app to make your marketing better“ UK developer ustwo had made many apps itself when it realised the nightmare of tracking their performance across multiple stores in multiple regions. So it created the PositionApp iPhone app to address the issue. “We made this tool for ourselves really selfishly, then decided to release it as an application!“ said ustwo‘s head of comms Matt Pollitt. “ The app lets people dig into App Store charts, and is aimed at iPhone developers keen to see where their apps are ranking around the world. It‘s updated four times a day and lets users select apps to track over time in a Favourites menu. Critically, this info can be used not just to measure success but also to spot new opportunities. “It allows you to track your own apps, your competition, and see where the opportunity lies,“ explained Pollitt. “There might be sectors where there are already too many titles, and others where there is more room to stand out.“ Golden Gekko‘s Caroline van den Bergh: “Develop an app for as little as £30“ One of van den Bergh‘s first slides showed a supermarket shelf groaning with goods. It was a nice metaphor for the bewildering choice available to app hungry punters. And it illustrated the danger of spending a substantial sum to develop an app that may be seen by a precious few. Golden Gekko is one of the companies offering brands an 10 | June 2010 Mobile Entertainment

alternative through a DIY platform that enables the use of web-based tools to build apps quickly and cheaply. Tino is already being scrutinised by a host of consumer brands, attracted no doubt by the speed of development (hours), but also by the fact that for committed long term partners the cost per app can be as little as £30. “There‘s always a place for rich fully functioned apps – we make many of them ourselves. But some clients just need a more basic application for a modest outlay so they can participate in the world of apps,“ said can den Bergh. Panel session – Sky‘s David Gibbs: “iPad is an expensive kind of toy“ The first of two panel sessions focused on mobile app business models, with Nicholas Lovell from Gamesbrief, David Gibbs from Sky, Charles Damen from Mach, and Charles McLeod from Metaflow. The conversation started with Charles McLeod discussing how Metaflow is using its operator connections to create a B2B marketplace for apps, from which carriers can choose products for their new emergent app shops. This led to a discussion of carrier billing, with Charles Damen saying, “with the App Store, Apple has shown carriers how billing should be done.“ How? Because users can buy apps with a couple of taps, and get billed direct to their credit cards. Mach is trying to help operators emulate Apple‘s

van den Bergh, Gibbs, Lovell, Damen and McLeod (top to bottom) addressed topics from DIY apps building to carrier payments

system, and also to help developers to bill from within their apps. Lovell was up next, talking about free and freemium models. “Free is a marketing technique, it‘s not a business model, and it‘s no longer the easy-win marketing technique it was when it first came out,“ he said, referring to the App Store. He gave the example of iPhone game FaceFighter, from US developer Appy Entertainment. It was a paid game, but Appy then took it free for two weeks. There was great interest in the contribution of Sky‘s David Gibbs, who described how mobile has become one strand in a three-channel strategy. “Mobile is now very much part of our core offering,“ he said. “You can watch the football on HD at home, on your PC, your Xbox, your iPhone and Android or Nokia device.“ He also gave out a stat: “We have more than a quarter of a million people paying a monthly sub to watch TV on their phones.“ Gibbs was asked about the iPad: will it be very important for Sky, and is it a gamechanger? “Game-changer? No. Not for us... It‘s a coffee-table device, you go home and pick it up. For a media or entertainment company it‘s interesting… but we might just jump ahead of ourselves. There‘s a lot more we can do on the smaller device.“ He added: “It‘s an expensive kind of toy isn‘t it? You‘re asking people to spend another £25 a month on top of their broadband and mobile bill? It‘s a big ask. I might be completely wrong...“ www.mobile-ent.biz

Mobile Entertainment June 2010_Issue 64  

For Everyone in Mobile Content

Mobile Entertainment June 2010_Issue 64  

For Everyone in Mobile Content

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