http://idcee.org/p/luca-sale/ He spends most of my time travelling, coding and scanning for WiFi hotspots. He is data addicted: feels dizzy if he has a 2G connection and lost if there’s no signal. He preaches the good use of web technology; its cleanliness, ease of use and the power that comes with this great bunch of languages. He lives on the EDGE but only if there are no 3G networks available! Pic's are here: http://www.flickr.com/photos/idcee/sets/ More @ http://idcee.org Follow us on: YouTube: http://www.youtube.com/user/OfficialIDCEEChannel Facebook: https://www.facebook.com/IDCEE Linkedin: http://www.linkedin.com/groups/IDCEE-3940138 Twitter: https://twitter.com/idcee_eu Google+: http://gplus.to/idcee Flickr: http://www.flickr.com/photos/idcee/collections/

1. Going to Market
StartApps: from ideation to Launch

3. Dev Cycle

5. Tips
Start
“Simple”
Get
Feedback
Iterate
“Find (a) simple solutions (b) to overlooked problems (c)
that actually need to be solved, and (d) deliver them as
informally as possible, (e) starting with a very crude version
1, then (f) iterating rapidly.”
- Paul Graham
http://www.paulgraham.com

6. Pricing Models
•
•
•
•
•
•
•
Free
Paid
Paid + free trial
Subscription
Free + Ads
Freemium (“Lite version”)
Micropayments

7. Multi-Platform Multi-OS reality
The only way to make sense out of
change is to plunge into it, move
with it, and join the dance. -Alan W.
Watts (1915-1973)

8. Let’s build it…

9. Java
C/C++
HTML5, CSS, JavaScript
ActionScript
Native SDK
WebWorks
Adobe AIR
Android
Runtime

10. Use Power wisely
• Be efficient
• Measure battery life
• Don’t be uninstalled 

11. Know you’re on the network
• 2G, 3G, 4G, Wi-Fi
• Know carrier limits
• Understand Roaming

12. Registration and Licensing
• Application Registration
– Phone-number, email, user id
– Manage multiple devices
– Manage device switches
Pick a license model
– Static, Single, Pool, Dynamic

13. Beta Testing
• Getting full coverage is “hard”
• Use the BlackBerry World sand-box
• Leverage enthusiast communities for testing
• Pick a good sample size
• reward the early adopters with a free copy

14. Prepare for errors
• Create an exception framework
• Keep application logs
• Send back logs [ make this an easy process]

15. Support the user
• Your app is not as intuitive as you think
• Gather feedback quickly
• Get feature requests
• Respond to frustrated users

16. Consider Analytics
• Automate Feedback
• Instrument actions
• Iterate [ measure, advertise, monetize]
*Flurry, Count.ly etc.

17. If you build it, will they come?
Marketing v1.0

18. Go To Market
The Building Blocks
Foundations
App Name, Feature Image &
Screenshots, Short Description, Language Support
Pricing Tiers
Consider the user experience
Distribution Restrictions
Where to distribute the app? On which device?
Digital Rights
Who are the 3rd party content providers?
18

19. Go To Market
The Building Blocks
Build Marketing Platform
Get Social, Optimize Search
Increase Discovery
Execute Marketing Promotions,
Cross Promote
Demand Generation
Special Offers
19

20. Go To Market
Leverage The BlackBerry Platform
Deeply Integrated, Personalized
and Contextualized
BBM Connected
Increased Engagement
and App Stickiness
Increased Discoverability
Increased Monetization
15x more downloads!

21. Go To Market
Leverage The BlackBerry Platform
• Integrated
• Social
• Beautiful

22. Version 1.1

23. Managing Updates
• Users will upgrade often
• Ensure content is accessible on upgrades
• Don’t loose you signing keys!

24. Marketing does not stop
•
•
•
•
Updating has a marketing element
Blogs
A reminder to your users
More reviews

25. Complaints
• Effectively Manage Feedback
• Assume that for every complaint there
are way more users that quietly stopped
using the app

26. Beyond Email
• Twitter
• Blogs
• Forums
• Reviews in BlackBerry World

27. Higher Rated Apps
Generate More Revenue
>50%

28. Questions?
Thank you!
Luca Sale
Developer Relations
@BlackBerryLuca

29. Image credits
•
License Some rights reserved by Tsahi Levent-Levi