A big thank you to those that attended the Apps World in London

Special thank you to all the speakers at the event, sponsors, exhibitors & media partners – have a look down the shots and see if you can spot yourself!!

Apps industry growth is still significant in the UK and throughout Europe, though the really rapid growth areas are Asia and Africa, according to Terence Eden, head of developer community at InMobi.

Developers need to recognise the global nature of apps, he says; your market isn’t just limited to the country or even continent that you live in.

“The UK market is getting saturated,” he adds. “If developers want to unlock the power of what they’re doing they have to translate their apps to all the different app stores around the world.”

Not only that, but he believes developers need to think more strategically about how they’re going to monetise their apps over their entire lifecycle. “Think about that first sale and think about how you’re going to follow that up,” he says. “We can monetise your apps by putting advertising in them.”

With growth in app downloads predominantly around free apps, offering a free version of your app is often a smart way to go. “Once they’ve got your free version, you can upsell them, get them to buy the premium version,” says Eden. “If you want to sell extra functionality or features, we can provide a payment solution for that.”

Eden says his big issue is making developers aware that mobile advertising is also an option for their own business.

“It doesn’t matter whether you’re the biggest brand on the planet or some guy in his bedroom working on the next big thing; you can use advertising to get your app out to millions of people, he says. “You can actually make a big splash worldwide with not a huge amount of budget.”

Marketers and publishers alike have flocked to Apps World today to find out answers to some key industry questions: How can you make apps stand out from the crowd? How can you optimise app store placement? How can social publicity aid your app? Our Marketing & Monetisation track was on hand to discuss just this, and how marketing and promotion can support your app launch.

The panel, including Alex Kozloff, Mobile Manager from IAB, Emmanuel Carraud, CEO of MagicSolver, James Kaye, Director from appromotor and Ian Malone, Managing Director from We Are Apps, gave us some interesting insights into how to make your app the most visible in the app store.

What’s best?: Things are evolving all the time with PR and marketing. There is no one particular thing that will market your app significantly as each place offers different outcomes. Creating a mixed marketing strategy for your app will help promote and get your app heard through various outlets.

Make something phenomenal: Creating an app that is unique will help it stand out in the app store. By looking in the market to see what users are going for and downloading, you get an idea of what works for them beforehand so you can design an app that beats it. Platforms should also be researched as they are what you’re trying to sell your app on. They are in control with what the audience can see, so you need to take into consideration what they want to see and how your app can help them. The quality of an app is review-driven, so taking care to make your app unique and valuable will help boost promotion.

Exposure: Before the app goes live, exposure and interviews are key. The use of video is becoming more important now as it offers another way to showcase your app. You could publish teasers for your app before it’s released to gain consumer’s interests. By ensuring you launch all your efforts at the same time, you can create lasting anticipation from the audience for your app.

Social media: You can also link this to social networks so you can maintain interest, including Facebook, Twitter and YouTube. Blogs are also a great social network to get your app out there, offering a consumer outlook for your app. “It’s really important that you don’t lose the person, you direct them somewhere that can capture them and then you can maintain it. When you launch, people will see something there and then that they want to get,” James Kaye said.

Press promotion: Once your app has been approved by an app store, you can use promotional codes to share your app to press in order to drive reviews. Whilst not being live to the public, the app can be viewed and used by members of the press who can then write or blog about your app, giving you extra feedback and advertising before the launch. You can also add to the strategy by embargoing the stories and then releasing the app so the launch gets a boost that same day.

With Apps World Europe kicking off to a great start so far, we took a moment to visit Developer Zone 1 to find out what industry experts have to say on building multi-platform apps.

RunRev’s Benjamin Beaumont, Joe Stagner from Mozilla and Andrew Ashe from EuroTalk were on the panel to give app developers some top tips on how to develop a successful application:

Enthusiasm

Be aware of your own enthusiasm. You’ve got to publish something that people really want to use and it’s really easy to make something that you think is great but it doesn’t work for the customer.

Prototyping

Building a prototype of your app in order to test it on your audience is a great way to find out what works and what doesn’t. Making the target group your focus will aid you into creating an app that suits their needs. Andrew Ashe said: “We throw away at least 60% of what we do – testing it with your target niche group, and if they don’t like it you can’t try and persuade them, you have to change it to suit them.”

The use of an app is an emotional experience, so by ensuring you have targeted your audience and have made an app that suits them, you will have created emotion towards the app and the audience, therefore making them become a potential regular user.

Simplicity

Benjamin Beaumont added that simplicity is also a key part in the development and prototype process. Developers need to work on the design of an app, alongside the content. However, Beaumont said: “We are great developers but doesn’t mean we are great designers.” Hiring an external designer may help your process to building an app that engages with your audience.

Grab their attention

Another aspect of building an app is to focus on the first 60 seconds of the user’s experience, in order to keep them interested in your application. “If you’ve lost them in the first 60 seconds, you’ve lost them forever. Don’t think that you’ve got something amazing later on, you’ve got to get it right early on,” said Ashe.

Development practice

By having an actual development practice, it will make the process of building an app less painful. Joe Stagner said: “Because apps are so easy to replace and the marketplace is so dynamic, the ability to evolve your app quickly but without missteps is super important. You may have the number 1 app in your space, but a point release that is less than satisfactory could crush your market position from a single point.”

You know a technology has really arrived when it has its own conference, so it’s no surprise to see that there’s a conference dedicated to apps today. Apps World takes place at London’s Olympia on 29-30 November, and is accompanied by a free exhibition. On the exhibition floor, there’s a program of sessions, including one from Intel that will reveal how you can make money selling your HTML5 apps.

HTML5 is the latest version of the language that is used to create websites, but it offers such rich options for animation, video and interaction, that it’s increasingly being used to create app experiences. The Intel AppUp developer program is now accepting HTML5 apps, to be sold through the Intel AppUp center, which underlines app stores including the Dixons KnowHow Centre. There’s also a developer challenge running with the best app in each of five categories receiving an Ultrabook, so now is the perfect time to start making HTML5 apps.

The free Intel workshop at Apps World will show you how you can turn your HTML5 code into an app using the Intel AppUp Encapsulator, and how you can submit it to the store. Experts will be on hand to answer your questions, so it’s the perfect opportunity to kick start your future in HTML5 app creation.

Register for your free exhibition pass to get access to this application lab now!

Layar the world’s leading mobile augmented reality platform is exhibiting at Apps World next week. You can come along to stand 81a to meet Layar and hear about the largest content catalogue with more than 3,000 layers.

The app aims to bring impactful augmented reality experiences into people’s everyday lives and was named as a 2011 Technology Pioneer by the World Economic Forum and received a Meffy Mobile Entertainment Award in 2010 for Technology Innovation. Layar recently worked with Linda magazine to add additional content in the form of digital buttons to over 50 pages in the magazine, which could then be revealed using a smartphone. The content included unique backstage video footage of the cover shoot, one click to sites selling the fashion featured in the articles, and book test drives for the advertised cars. Check out the video with Linda here.

Layar is available for download in the App Store and Android Market and is already installed on more than 10 million mobile devices, offering brands and publishers an extensive reach across multiple platforms.

You can register here for a chance to meet Layar at the Apps World expo

Related articles

• Augmented Reality: Layar Creation Challenge winners (wired.com)
• Augmented Reality: Layar Vision (wired.com)
• Layar Extends its AR Platform with Computer Vision Capabilities (readwriteweb.com)

Adfonic’s very own Paul Childs presented to a packed hall at a seminar at Apps World North America. Paul provided independent analysis of the options available to developers and explored various options that developers need to consider when optimising performance and revenue.

Q: What monetisation options are there for developers? What are the key reasons for taking ads?

Developers have a number of monetisation options open to them. Taking mobile ads generates an additional revenue stream and provides developers with an alternate business model to paid apps. It also presents them with an opportunity of cross promotion. Ad funded apps also benefit from instant monetisation and revenue optimisation.

Q: How is display advertising spend developing?

The short answer? It’s increasing faster year on year. This year Marketer forecasts mobile display ad spend (banners and rich media) to be worth $376m. Next year in 2012 the forecast is a +64% growth YOY with a $594m spend and by 2014 it’s forecasted to increase +73%, $1207m. We are talking rapid growth here. It’s an exciting time.

Q: What options do developers have for generating ad revenue?

There are a number of ways developers can generate ad revenue. The first thing for a developer to decide is whether they want to control partners. If they do, then they have two options; using a mediation layer that’s customisable by the developer, or ad platform that can be configured easily. If a developer doesn’t want to control partners then they need to decide whether they want to control ads. If they don’t, then Yield Optimizers are the option.  If they do then an ad network, like Adfonic or others, would be the best solution.

Q: Are there many integration options for publishers?

There are a number of integration options. The key word here is flexibility.  Each publisher has their own needs and an ad network, like Adfonic, needs to provide options and flexibility. We offer the following options: SDK, Server API, RTB (Real Time Bidding), Sample code and Mediation layer integration points.

Q: In order to maximise revenue opportunities what should developers be doing?

To maximise revenue opportunities, developers need to think like advertisers. They need to keep up with agency advertiser requirements/trends in order to maximise revenue opportunities. Ultimately, maxmising revenue boils down to two things; Volume and CTR (Click Through Rate). Developers need to look at how they can improve their CTR e.g. amending the frequency or refreshing ads. Once the CTR has been improved it’s then time to look at increasing their ad volume.

Q: How is revenue determined?

There are a number of factors on which revenue is determined; CTR, price and volume. The table below shows an example of what a developer could earn given different volumes points and click through rates for average campaigns rates of $0.20 GROSS.

Q: How are brands promoting applications to consumers?

Brands are increasingly using integrated approaches for driving significantly high volume app downloads. More and more brands are integrating mobile into their digital marketing plans. One campaign that comes to mind is the X Factor app. They are using prime time TV to drive awareness of the application. They are able to see how all channels work together to create the halo effect. Although consumers may see traditional media options promoting the X Factor app, it does not compare with a banner on a phone that’s one click away from installation.

Q: How are developers promoting applications to consumers?

Developers are focusing their efforts and resources on mobile advertising. With the ability to track the cost per acquisition, developers are able to work across multiple ad networks to drive optimum cost per installation.

Q: Ok, so Adfonic is a mobile ad network. How can advertisers use Adfonic?

Advertisers can create/manage/monitor/optimise mobile display campaigns using Adfonic’s sophisticated campaign management tools. With access to a global audience of over 100 million mobile unique users, Advertisers can target by operator/platform/device/country/geo-location (UK, US & Canada) /time of day/demographic. On the creative side, we support the standard MMA and IAB ad units with campaign options including click to video, click to call, click to mobile web and click to app download.

Q. Are you able to give an example of some campaigns?

CPL Mobile Campaign Example

Peugeot do some really great CPL campaigns. The one that comes to mind is for their Peugeot 307. The goal was to generate test drive and brochure requests. The action was a one click to their mobile website where consumers can enter their details. Adfonic’s conversion tracking enables advertisers to optimise their CPL (Cost Per Lead).

Click to view Mobile Campaign Example

Warner Brothers executed a very successful awareness campaign for the film Yogi Bear. With one click to an in-app a 30 second video played. Metrics used for this campaign were average view times and the number of completed views.

Social Media Mobile Campaign Example

There are a number of ways to integrate mobile with social media. The goal for this campaign was to drive awareness of the film Hall Pass. A HTML 5 mobile site was used containing rich media and more information about the film. Consumers were encouraged to connect with Facebook and ‘Like’ Hall Pass, engaging friends and pushing updates.

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Adfonic will be back for this year’s Apps World Europe event and Paul is presenting again at this year’s event at 29 November 4.40pm on ‘how best to monetise and promote your apps.’ You can follow @adfonic  throughout the event and come visit them at stand 77! To register for your free exhibition pass please click here click here.

The gambling sector is one of the biggest mobile app success stories in terms of creating real value for customers and real revenue for companies who execute their strategies correctly.

Apps World Europe, one of the world’s leading multiplatform apps events, is returning to London Olympia on 29-30 November, to learn more about how you can benefit from the explosive trend in gambling apps, visit: http://www.apps-world.net/europe/

Apps World Blog caught up with one of the UK’s leading app developers, Mubaloo, which has produced apps for a number of major players in the gambling industry, to find out how the sector has grown recently and discuss how gaming brands are taking advantage of this lucrative new channel.

The UK is a global centre for online betting and gaming operators, and as such, companies like Mubaloo are at the forefront of the fast growing mobile gambling sector; with operator and software clients from around the world, including UK based companies who are market leaders in recently regulated countries like Italy.

Slow out of the traps

Mobile was slower to take off in the gambling sector than many had predicted, with a lot of the early gaming apps delivering little in the way of brand identity or unique usability; in fact most offerings constituted poorly optimised versions of brands’ desktop websites.

“Mobile gambling has been tipped to take off several times over the past decade, and although, under the radar to most observers, operators have taken, and continue to take, significant revenues through Java apps on small screen feature phones,” says John Mapperson, one of the key figures in Mubaloo’s project team.

However, while the technology may have been slower to catch up, the nature of betting and gambling lends itself to the mobile experience; and according to research released earlier this year, UK mobile gambling revenue more than doubled between 2009 and 2010 to £41m. The industry, it seems, has tipped the odds.

Since the iPhone launched in 2007, operators like William Hill, Ladbrokes and Betfair have begun to take real advantage of the channel, consistently reporting multiplying revenues and new users through their mobile operations.

The availability of widespread 3G, WiFi connectivity and sophisticated large screen smartphones and tablets has allowed operators and content providers to deliver engaging mobile apps that bring the action to players wherever they are.

Regulation and legislation

With issues around regulation never far from the heart of the gambling industry, some have expressed concerns that regulatory constrictions, not just from government but app stores too, could stifle the impressive growth we’re currently seeing.

The Mubaloo team, however, works on the belief that technology and development expertise can effectively balance the legislative pressure. “The gambling industry is used to regulation, and the operators understand they need to be just as responsible with their mobile apps as with high street stores and websites,” says Mapperson.

Working closely with operators, Mubaloo has implemented a number of features, such as restrictive geo-tagging, which ensures mobile gambling is only done in jurisdictions where the operators are licensed, and by age verified users.

In terms of the two main app stores, Apple’s App Store is the more gaming friendly. It puts all gambling apps through a legal process which ensures that all compliance is in place, though this can often be a frustratingly long process.

Google have taken a different approach; blocking all gambling apps from the Android Market, as they don’t check individual apps. “This is unfortunate,” says Mapperson. “But Android apps can be distributed directly via websites, 3rd party app stores and SMS, which makes the impact more just about app discovery.”

The new game

Gambling brands have begun to realise that their mobile apps need to offer as many of the features of their online offering as possible while staying true to the brand identity which these firms work so hard to cultivate; all within a user interface which is optimised for the small screen and individual device.

“Operators now want apps that stand out from the crowd and offer unique benefits, such as live in-play systems, personalisation and social elements,” says Mapperson. “Our clients want to make sure they create apps which are functional and easy to use, while taking advantage of the device features available.

“Apps have to be fast and fluid. Often gambling apps are integrated with multiple back end systems for odds, user accounts and payments; so the development of the app needs to be efficient to deliver a seamless experience for the user.”

App development, app store acceptance, branding and cutting-edge functionality are all part of the packed agenda at Apps World Europe on 29-30 November at Olympia, for more details on why you should attend, and to register your place, visit: http://www.apps-world.net/europe/

We’re very excited to announce that local Meet Up group Apps Junction are holding a meet up at Apps World as part of our free to attend developer zone. The session will be run from 5-6.30pm on November 29th and will focus on matchmaking developers and App ideas in a friendly casual atmosphere. The format will consist of demos, pitches and expert speeches from AppsJunction members.

Mobile Applications are poised to hit the $9billion mark by end of 2011 and only going one way! Juniper Research predicts the market will reach $25billion in 5 years time! From Mobile Search, Browsing, Health monitoring, Money transfer & payments, advertising, instant messaging and location based services the possible areas are endless. Apps Junction sets out to help new application ideas come to fruition, allowing entrepreneurs, companies and agencies to meet developers and vice versa.

The session will be free to attend, if you wish to join Apps Junction event please visit their site here. To gain entrance into the session just register for a free Apps World developer zone and exhibition pass here and have access to all the other developer track sessions.