Tom Levers

Mobile Apps and the Contrariness of a Serial Software Company Guy

Some contrarian takeaways…

  • Only 28% of the most successful public software companies reached $50 million in annual sales in 6 years or less.
  • 50% of these companies took 9 or more years to reach $50m in revenue.
  • Microsoft took 8 years to reach $50 million in sales; Oracle took 10.
  • “Traditional consumer PC software is dead.” Apparently, the only question mark is how long it will take for customers and vendors to realize.
  • Mobile phone applications “will be as big if not bigger than Cloud Applications”

Consider the still burgeoning world of mobile apps.

One reason there is even more Mobile App growth potential is it can be a Marketing Tactic. You could compare Mobile App development more to Website development  with new Social Networks like Twitter or Facebook rather  than Application Development. There is the front-end (Gui with Marketing Objective) and the back-end ( functionality with Value Proposition).

How to build and distribute an app for marketing is very different than simply asserting that an app is a good idea. Brand building is first and very different than traditional App development. Developing a strategy for executing app distribution around the right demographic breakdown of smartphone users IE. iPhone (Consumer), Droid (???), Blackberry (B2B) does not happen by accident.

When to use a mobile Web microsite vs an app is important. Knowing when a more easily produced and developmentally sound hybrid app is the best approach to achieve marketing objectives requires an understanding of how the process works, not just that the process is important.

Here are the essential tactics that the right mobile strategy/tactics can help guide marketers through:
  •  
    • Basic marketing experience in Consumer (Advertising, Premiums, POS)  or B2B  (Thought Leadership, ROI positioning, Trial/Demo Best Practices)
    • Segmentation and message targeting – and knowing the software that is best as it moves across mobile tactics .
    • SMS – bi-directional, targeting and personalization principles must be applied here in full force.
    • Mobile Web trends, its accessibility, and its universality. Also, tricks like software that recognizes the device accessing the mobile Web page, then renders to the device.
    • Development of apps, hybrid apps, and when apps are – and when they are not – the right approach.
    • The role of video on a mobile device.

Tactically companies should be agnostic. Of course there are many other important tactical and strategic bits of understanding that will grow and change as technology and Smartphone users grow. Of course I would be remiss not to promote the manygreat Mobile Apps for Word Press see  http://en.support.wordpress.com/apps/

So the innovative marketer is already asking themselves “Is their an application that will enhance my products and my brand ?”

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: