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The ingredients for a successful mobile mashup and the economics that drive a mobile mashup.
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Mobile Mashups
Ariel SeidmanDirector Product Management
Yahoo Search
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Mobile mash-ups take free or low cost data sources (Twitter, snow reports, metrics conversion, etc.) and/or multiple services (maps, flickr, etc.) and build a mobile application.
What is a mobile mashup?
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Some examples of mobile mashups
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BOSS API (free)Web
News
Search Suggestions
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Inquisitor | Free
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Delicious API (free)≫
Delicious BookmarksPro | $0.99
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Twitter API (free)
TwitPic Integration (free)
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Tweetie | $2.99
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Weather data (free)
Snow reports (low cost)
Mountain Maps (free)
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Ski Lodge | $4.99
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Fast
Efficient
Beautiful
Fun Hook (i.e. marketing)
Ingredients for Awesome Mobile Mashups
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Fast≫
More importantly, it lets you start typing in a query less than four seconds after launching it,...about two seconds faster than Google's voice-powered search app, and slightly faster than starting a cold search from Safari.
CNET
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Efficient≫
Pre-loads web-pages before they fully load Extracts Phone # and Directions
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Efficient≫Efficient doesn’t = lots of features:
Test A Test B Test C
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Beautiful≫
Texture in support of a theme ConvertBot
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Fun Hook (i.e. marketing)≫
Tweetie PEE
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Fun Hook (i.e. marketing)≫
Shaking the phone clears the search box.
Metaphor from Etch-a-Sketch
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Fun Hook (i.e. marketing)≫
Voice Search
Cool feature, yet...
Doesn’t solve a big problem (typing ~2 words with search suggestion is very fast)
Privacy issue
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OK, now you have a fast, efficient, beautiful app with a fun hook feature.
Put it on the App Store and nothing happens*. Oh yea, Marketing.
*It is not Apple’s fault.
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Get cool people to use it (Tweet about it)
Make People Laugh (Tweetie PEE)
Viral enable the app (don’t force it)
Demo video (with great music)
Get on blog best of lists (not easy)
Blog about how you built it (help others)
Do: Marketing Your App≫
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≫ Treasure hunt (requires $)
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Ads (any form)
Don’t: Waste of Time Marketing
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2003
Remember, Nothing Happens Overnight
2001 2002 2004 2005
4th GenerationOctober ’04
3rd GenerationApril ’03
2nd GenerationJuly ’02$10
$20
$40
Stock Quote: Yahoo! FinanceConcept from: Bill Buxton, Sketching User Experiences
1st GenerationOctober ’01
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Emergent Phase is About Experimentation
Time
Cos
tof
Mai
ntai
ng
Addressable Market
Cost of Maintaing Product
In Emergent Phase Experiment to get Product/Market Fit
TeamLearning systems Improving product execution
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Costs Type Amount
iPhone SDK Upfront $99
Data Upfront $5,000
Your Time Upfront$100/hr @ 480 hrs (oppty cost)
Domain, Website Hosting, misc
Upfront $1000
Apple fees Each Sale 30% of Gross
Total Upfront $54,099
Sample App Micro-EconomicsC
ost
s
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Sample App Micro-Economics
With costs (cash & oppty cost) of $54,099 break-even at:
$0.99 $2.99 $4.99
78,065 25,848 15,488
8K sales per week to stay in Top 100
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Data
Talent
Acquisition SignalsIf something strikes a chord with users could be interesting acquisition.
Yahoo has lots of open data:developer.yahoo.com and YQL.
Recruiting ground for talented developers
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Why does Yahoo! care about mobile mashups?
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www.aseidman.com
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How to contact me
twitter.com/aseidman≫
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