For a full version of this 15 pages White Paper, send an eMail to studio@opertura.com

Executive Summary

The goal of this white paper is to understand in detail the reasons the iPhone platform is and will continue to be a hit and how this platform can be leveraged to sell and distribute applications, either commercial (paid) or as a powerful brand marketing vector.

With 43.1 Mil. iPhone units distributed worldwide in only 5 semesters (end 2009) and 79 Mil. expected for 2010 plus an estimated equal amount of iPod Touch units (For an estimated total amount of 100 Mil. accessible users in 2009 and 200 Mil. in 2010), the Apple iPhone platform is currently the market leader in the mobile computing & mobile media platform industry (more than 50% of all mobile media traffic and 99% of all mobile applications). Even as its competition is growing stronger, most projections for the years to come consolidate even further its position as the number one mobile platform (projection of 100% sales increase year-over-year for the next 2 years).

The iPhone platform success relies on its unique alchemy of mass-market availability (simple to use by design, +140,000 applications available worldwide either for free or for a low cost) & exclusive “user-friendly” appeal (high-end material and software finish, unified look and feel, multi-touch interface, “Apple branding”).

The iPhone applications are also essential to its tremendous success. Many of the +140,000 applications are hits, some distributed as much as 100.000 times a day, generating strong revenue streams for commercial developers, offering in-application advertisement space (AdMob, Quattro Wireless, Millennial, Smaato, etc.) or even improving brand recognition and offering shopping incentives through free-of-charge “brand-sponsored” applications (Zippo, Gap, Ralph Lauren, etc.). In all almost 3 Billion applications were distributed at the end of 2009.

For developers this is a great market for paid applications that offer large user base even for niche solutions. For corporations, thanks to the size of its addressable market, the iPhone is also becoming a key element of any communication campaign toward customers: it is becoming the world first in-the-pocket “personal interactive billboard” media: It represents a new vector to provide corporate brand, value, product and services recognition directly in the hands of a prospect and existing customers.

However not all applications are hits. Failure to achieve significant results in number of download and most importantly in retention ratio is mostly due to the lack of understanding of the specific rules that govern the success of an iPhone application: Its “Application Pitching” (or the way to acquire potential users), “Pull Marketing” (obtained by offering strong user-focused functionalities) and its “Awe Factor” (or the use of the iPhone distinctive capabilities).

Finally, as for any platform, not all ideas can immediately translate into successful iPhone applications, the assistance of specialized firms can understand the needs, provide an expected return on investment and help define the adequate formula that will provide an attractive application design, delivery and marketing solution.

Regarding the iPad

As we were releasing this white paper, Apple introduced their new tablet-class device: The iPad.

The iPad is a member of the iPhone platform and is totally compatible with any application developed for it, with the difference that it offers a larger screen. So most elements that are outlined in this white paper are applicable to the iPad, with some “slight” differences: The iPad uses different UI concepts thanks to the increased screen size, and because of its size, it doesn’t have the iPhone/iPod “phone-like mobility” capability. However, even if the iPhone and the iPad target different markets (smartphone for the iPhone , NetBooks and eBook readers for the iPad), both are pitched with the same “user centric” values that helped the iPhone achieve its tremendous commercial success. Values that need to be understood to design successful application for this new device as well...

Table of Contents

Executive Summary

    Regarding the iPad

The Apple iPhone platform

    History

    Application Development, iPhone Features & Limitations

    The iPhone Applications Market

Application Design Guidelines

    Clear definition of the key objective (what for)

    Application that are close to the user (who)

    Application with an attractive content (what)

    Application that delivers iPhone-exclusive features (how)

Application Marketing Guidelines

    Application Pitching

    New application or renewed application?

Conclusion