Designing the ideal appstore Session 1

• Here are the results of 2 brainstorming sessions held at CTIA around “designing your ideal appstore”

• Great results and good discussion… looking forward to continuing the discussion online…

• Moderated by:– Terry Hughes, Redwood Technologies– Peter Baldwin, PB Strategic Consultancy – Thibaut Rouffineau, Symbian Foundation

Love it in appstores• What makes a great appstore:

– Easy discoverability of applications on device (just a few clicks)– Ease of application upgrades (either for maintenance or for additional features)– Lifecycle management (price control across application lifespan)– Certification (trust)– Recommendation by others and by appstore provider (Amazon or Facebook

style)– Enablement of multiple pricing models: pay per use, one off, subscription, trial,

ad sponsored– Absence of price ceiling– Ability to offer a trial period– Ease of buying – credit card, paypal or operator– Existence of free applications as loss leaders– Absence of testing fees Availability of a complementary online and on device

strategy to make for easy set-up and buying– Ability to embed a monitoring tool to allow tracking of application usage and

usage patterns

Hate it in appstores

• What makes a BAD appstore:– WAP style appstore– Downwards pricing pressure– Consumers used to 0.99$ apps– Fragmentation of devices and cost to target

them all– Additional efforts and costs linked to

fragmentation

End userDeveloper Independent billing operator

Advertising

$ $

Account Account

Designing the ideal appstore Session 2

Love it / hate it in appstores• What makes a great appstore:

– Easy submission mechanism for applications across multiple devices– Transparent acceptance criteria for apps to be added to the appstore– Possibility to have a personal contact within the appstore providers– Possibility by the appstore provider to provide an end user support

mechanism within the appstore (maybe through a forum?)– Lifecycle management of application (including pricing)– Possibility to do pricing experimentation (including discounts)– Social recommendation mechanism embedded in the store– Display relevant and personalised content based on location, context, past

purchases, handset, personal data– Possibility to create appstore by verticals (e-health appstore)– Support for multiple devices within a single appstore– Appstore provider that spend marketing $ raising customer awareness– Appstore that’s pre-loaded on a device

Easy & transparent submission

End userDeveloper$ $

App

Crowd testing

Broker

Social recommendation

(Facebook?)

Opt-in smart recommendation

(Amazon?)

White label

Advertising

Preferences and context