Consulting for a startup company, ReefCam.

1. Diving Into a Mobile Video App:
Design, Research for Startup ReefCam
Jackie S. Zajac
Project Background
I consulted for a startup company, ReefCam, on the planning
and creation of its mobile iOS app. ReefCam aims to bring
businesses and consumers live HD video of coral reefs.
My focus was on supporting the app development through:
1. Design mockups
2. Market research
3. Research on pricing structure and revenue possibilities
Phase 1 (February-March 2013)
• Review of functionality requirements and app design
• Look for gaps and possibilities
• Proposed wireframes and mockups delivered
• Privacy concerns (design and research about
disclosures)
Recommendations
Prioritize iOS app development over Android
• Apple and Google have similar offerings in
their app stores, but Apple still dominates in
terms of money made by more than 3:1.
• Apple users also have more diversity of apps
on their phones.
Consider a free app with limited offerings
• Consumers download 15 free apps for every
paid app in the Apple app store.
• If the ReefCam app requires payment, its
potential audience will be much smaller. The
paid vs. free decision should also impact the
content being offered.
• Virtually all mobile advertisers use a pay-per-click
model—the more users, the better.
Consider using ad networks to outsource sales
• Solutions like Google’s AdMob will feature
advertisements in the ReefCam app and
share profits.
• Reefcam would have some control over ad
types and could place “house” ads to promote
another paid version of the app.
Phase 2 (April 2013)
• Background on growth of mobile video
• User habits with mobile video streaming
• Bandwidth projections
• Ways to cover costs with advertising
Phase 3 (Through May 10, 2013)
• How to cover ongoing technical costs with advertising
• Advertising options
• Identify target audiences and proposed marketing
avenues
Minutes a mobile user
spends on
entertainment, per day
Minutes of live video a
mobile user watched per
play
The 2012 increase of all
hours spent watching
streaming video on
tablets and mobile
phones.
12.7
8
100