The document discusses developer marketing challenges and opportunities in the mobile app market. It notes there are now 6 major app platforms and over 8 app stores. Developers are interested in cross-platform development, with 78% planning to develop for multiple platforms. The opportunity lies in providing value to this growing community of cross-platform developers and establishing GetJar as the top store for cross-platform apps and services. The strategy involves improving the developer experience on GetJar, marketing GetJar as a developer resource, and increasing brand awareness among developers through various online and offline tactics.

1. Developer Marketing.

2. Challenges and Opportunities
Framework and Approach
High Level Strategy
Tactics
Desired Outcome

3. Challenges and Opportunities

4. Understanding the “App” Market
An existing perception that App Store means Apple

5. Gartner’s Platform
Predictions for 2012
6 Major Platforms in the App Business

6. App Store Stats
8+ Stores in the App Business
Rank Name Available apps Download count
1 App Store 185,000 4,000,000,000
2 GetJar 53,000 600,000,000
3 Android Market 50,000
MobiHand 5000 Unknown
4 Software Store (Palm) 5,000
5 Ovi Store 2,500 10,000,000
6 App World 2,000
7 App Catalog 1,561 1,800,000
LG Application Store 1400 Unknown
SlideME 1200 Unknown
AppsLib 445 Unknown
8 Windows Marketplace for Mobile 376

7. AdMob
Its a new market

8. AdMob
Developers like (and use) the new platforms

9. Appcelerator
And want to develop for them

10. AdMob
78% plan to cross-develop

11. 11% increase in Apple SDK Development
in the last 60 Days - 89% of all new projects.
Flurry Analytics
Developers can be fickle

12. 300,000 iPhone SDK Developers- This Year
that is more than the 2009 total number of All Apps - All Platforms 254,000

13. Pre-iPad
100,000 Developers
75 Million iPhone Devices
185,000 apps
App Store: $200M/Month
70% intend cross platform
$2,000 Average Revenue
15x Devices
4x Apps
5x Developers
8x Per Dev Revenue
20,000 Developers*
5M Android Devices
50,000 apps
Store: $5M/Month
48% cross platform
$250 MADR

14. App publisher market
2012 Predictions
210,000+ Developers*
76M Annual Devices
??? apps
300,000+ Developers
71M Annual Devices
??? apps

15. App publisher market
2012 Predictions
210,000+ Developers*
76M Annual Devices
??? apps
300,000+ Developers
71M Annual Devices
??? apps
over 9 million
Java Developers
Ready to develop cross platform

16. The Mobile Developer Market
•An existing media perception that App Store means Apple
•6 Major Platforms in the App Business
•8 Stores in the App Business
•Its a new market with new minds to mold
•Developers like, use and want to cross develop for each new
platform
•Java, iPhone, and Android Developers are leading cross platform
intentions

17. The Challenge
•Providing “value” to this new and evolving community of cross platform
developers
•Building Brand Awareness and Purpose
•Delivering the Brand Promises “Appsolutely Everything”

18. The Opportunity
•The Original App Store
•An existing relationship with the largest community - Java developers
•Second position based on both number of Apps and Downloads
•The ONLY store that can credibly claim and hold the “Cross Platform
Crowd”

19. Framework and Approach
•Deliver a developer experience better than the platform stores
•Assume the role of Developer Evangelist
•Build GetJar as “The Developer’s Source” for cross platform services,
information, apps

20. High Level Strategy

21. Deliver a developer experience better than
the platform stores
•Analyze the developer experience of the other stores
•Hone Brand - Developer Message
•Provide a list of developer portal improvement suggestions
•Design a developer site
•Create website content
•Engaging how to videos
•Adding your App
•Benefits of GetJar
•Cross Functional Development
•Create monthly developer data metrics “white papers”
• Example: Survey of cross-platform developers

22. Assume the role of Developer Evangelist
•Become immersed in customer data, be the voice of the customer
•Help develop and support needed Product changes and Marketing plans
•Automate Loading of Top Apps
•Build / Execute a developer facing campaign
•Communicate
•Online Campaigns
•Informative Videos
•In person, at events
•Creating/Hosting Events
•Giving Presentations at Key Events
•Build key relationships

23. Becoming “The Source” for cross platform
services, information and apps
•Defendable position in a platform based market
•Provides “value” that is needed in the market
•The number one request of enterprise customers
•Creates a “sticky site” with more traffic
•Continues the dialog with developers
•Possible partnership with text publishers, cross development experts

24. Tactics & Outcomes

25. Objective Tactics Desired Outcome
Getting
Started &
Setting a
Baseline
Orientation in GetJar General understanding within company, constraints
Immersion in Existing Internal Data
Understanding of Current Developers, Popular Apps, Site
Stats, Previous Surveys, Existing Features
Immersion in Developer Portal Data
Understanding of Untapped Market, Build Feature
Comparison with other AppStore “Developer Portals”
Design Key Developer Metric Dashboard
Provides daily automate knowledge of Key Metrics: Alexa
Rating, Hits, Downloads, Rank among App Stores, App count
by Platform, # Developers Represented, # Developers
Registered, Percentage of top 80% of downloaded apps on
GJ, Rank among App Stores, % unaided brand awareness
Existing Developer Survey: Plan/Build/Execute
Builds Customer Relationship, Baseline Existing Client
Developers, Get Publishable Content, Comparison to Future
Results
Anonymous Survey of Untapped Developers:
Plan/Build/Execute
Baseline Unaided Awareness, Publishable Content,
Measurement for Results, Acceptability of Automatic App
data collection

26. 80% of the
top
downloade
d apps
across all
platforms
are on
GetJar
Develop Source Lists of All Mobile & Java
Developers, Consider Ad Campaigns on
popular developer resource sites to build lists
(StackOverflow, SlashDot, gitHub, BaseCamp,
XP-Dev, SDK Forums)
List showing Top Downloaded Apps and Contact Information
Develop Sourcing Plan for Automated
Gathering of App Developer Contact
Information
Contact Information for Vertical Response Campaign
Develop, Execute Developer Ad Campaign
Builds awareness, encourages voluntary submissions,
website community participation

27. Ensure
developer
site is
ready for
new
developer
traffic
Design Improved Developer Site
Uses survey data, internal analytics, Research from other App
Site Features, A/B landing page testing, etc, to create
awesome Developer portal.
- Landing Page
- Developer Services
- Videos (existing on YouTube)
- Create How-To Videos
Getting Started, How to make the most of it, participation,
analytics, sucess stories, making quick-link apps, short URL
- Cross Platform Survey Results
- Ease of Adding / Modifying App
- Autoloading of data and screenshots
- Value Proposition, More Content, Forums
- How to Make a “Short Cut” App
- How to Generate a Marketable URL
- Other Services
Sign-Up Bonuses, Ad Credits, Stickers,
Collateral
Developer website changes begin Website is changed per design

28. 80%
Unaided
brand
awareness
of GetJar
with
developers
50% for
Android
developers
Design Comprehensive Campaign
- Global
Website, Email, Surveys, Awards, Event
Sponsorship, Key Event Attendance,
Presentations, White papers, Facebook Page,
Facebook Ads, Google AdWords, Microsoft
Adsense, Google Analytics, Admob
Increase awareness, Leave viral messages (e.g. Video Taped
Presentations or Video Taped Interviews), site stickiness,
developer value, reciprocity, brand message, goodwill,
advertising revenue, momentum
- National
Journalists, Publishers, Advertisers,
Enterprise/Corporate Developers
Affiliations, referrals, recommendations, app submissions,
advertising revenue
Developer Events App submissions, traffic, advertising revenue
- Regional
Establish personal relationships with key
influencers, journalists, bloggers, tweeters,
teachers, super developers, authors
Information Sharing, Viral Key Moment Messaging, Tweet
Tribe
- Local
Hackathons, MeetUps, Developer Groups
Gain developer insight, feedback, local source of support,
test subjects, viral marketing, goodwill, reciprocity
Online Advertising Campaign

31. Success Criteria:
- Of the top downloaded apps across all platforms are on GJ
- Unaided brand awareness of GetJar with developers
(50% for Android developers)
80%

32. Examples

33. Fraser Speirs is a Mac OS X and iPhone Developer and
Director of Connected Flow, Ltd. On Mac OS X, he is best
known for the FlickrExport plugins for iPhoto and Aperture,
and the file and folder comparison application Changes. On
iPhone OS, his Flickr client Darkslide has consistently been
one of the most popular Flickr apps. In the past, Fraser has
written for Mac Developer Journal and blogged at
MacDevCenter. He has also worked to support the Large
Hadron Collider experiment at CERN.
Voices That Matter

34. Aaron Hillegass has over 18 years of
experience as a software engineer and
developer trainer. He wrote the Big Nerd Ranch
course on Cocoa, drawing from his experiences
as a trainer and curriculum developer at Apple
Computer, Inc. and NeXT Software, Inc. Aaron
is the author of
Cocoa® Programming for Mac® OS X, 3rd Edition
. This book is generally regarded as "The Book"
from which to learn Cocoa programming. He is
also the co-author of Core Mac OS X and Unix
Programming. Aaron has developed and
deployed very large systems for clients
including Cogent Design, Nortel Networks, and
the United Parcel Service. He has taught at the
University of Washington and the New College
of Florida.
Voices That Matter

35. Andy Ihnatko is one of the best-known Mac experts and
author of The Mac OS X Tiger Book, as well as iPod Fully
Loaded (Wiley). He has written for nearly every
publication with "Mac" in its name, co-hosts MacBreak
Weekly, and is currently a technology columnist for the
Chicago Sun-Times.
Voices That Matter

36. Lee S. Barney is the creator of the QuickConnect framework for
JavaScript-based iPhone installable application development and
a professor in the Computer Information Technology Department
at Brigham Young University - Idaho. He served as CIO/CTO of
@HomeSoftware, a company that produced web-based, mobile
data and scheduling applications for the home health care
industry. He is the author of the recently published Developing
Hybrid Applications for the iPhone.
Voices That Matter

37. Jessica runs Engineering at
Tapulous, makers of Tap Tap
Revenge, the #1 most-installed
game in the App Store. Tapulous
was founded just six months before
the App Store launched, has been
there since opening day, and today,
they have 14 titles available for
download. Prior to joining Tapulous,
Jessica held various positions in
Software Engineering at Apple for
just shy of a decade, most recently
working as a Senior Software
Engineer on the Safari web browser.
Voices That Matter

38. Voices That Matter

39. Understanding the Market
There will be no slowing
this app economy.
Matt Murphy,
iFund - Kleiner Perkins Caufield & Byers