final presentation for mobile strategy

Final PresentationEvan, Tana, David

Gaining

Grounds

In

Games!

Entry in

mobile Gaming

market

Entry in

mobile Gaming

market

great

David

Goliath

P P PPopular Possible Profitable

$100K

4Q

Answer the assumption

Are there still great opportunities

in iPhone app market?

Are there still great opportunities

in iPhone app market?

correct

Smart Phone Market Grow Fast

5075

110150

190

250

350

490

650

200220

270300

320350

400420

470

0

100

200

300

400

500

600

700

2005 2006 2007 2008 2009 2010 2011 2012 2013

Unit Shipments of Smartphones

vs PCs Smart Phone

Sources: Morgan StanlyIt brings great Potential market for your business

Even faster in the future

Smart phone becomes popular game

console

Some changes already happen,Gamers are ready to play on mobile

53%

59%

38%

72%

0%

10%

20%

30%

40%

50%

60%

70%

80%

DS PSP iPhone iPad

Willing to pay more than $10 per month to play?

People are not only ready to play but also they are willing to pay

The facebook connect, Game Center will

push the game market even further

Play with their friends anytime, anywhere they want, via 3G network

bring incredible user experience for your gamer

All you have to do is get a game in to the

App Store and money will start rolling in

to fund the company’s next title?

If market is so good, does that true

All you have to do is get a game in to the

App Store and money will start rolling in

to fund the company’s next title?

Unfortunately

Competition is extreme high

1605 games released in one

month,

Average earned $3050,

50% game earned ≤ $682,for one year

It is not the profits we expect

In fact ..

90% revenues

Shared by 10% games

It’s a game called All or nothing

Competition/war between platform

You need to choose the rightside

A team of five people can compete the

market?

if the competition is so high

It depends

Angry Bird earns 4.5m,in 1 year,

With 12 employees.

It costs $15000 ~ $50000to develop a casual iPhone game

It doesn’t depend on the company size, and money you invest

This game is so simple, not harder than anything your team can easily made

Use you money wisely

Strategic Product

Development

Efficiency Marketing Plan

But it does depend on the way you use your money, you need to prepare

What our analysis can help

The biggest category:

Casual Game is

Only 1theme, 3 ~ 5 stages,

play in 5 ~ 20 mins,

but

$2.25b market,

over 200m player, grow 20%

http://www.redherring.com/Home/17429

http://www.casualconnect.org/newscontent/11-

2007/CasualGamesMarketReport2007_KeyFindings.pdf

Biggest market, cost low

http://www.redherring.com/Home/17429

http://www.casualconnect.org/newscontent/11-2007/CasualGamesMarketReport2007_KeyFindings.pdf



0%

5%

10%

15%

20%

25%

30%

35%

<13 13-17 18-24 25-34 35-44 45-54 55+

iPad

iPhone

Age Group

iOS cross all age group

> 25, they are older, richer and still want to be entrainment willing to

buy

0%

5%

10%

15%

20%

25%

30%

35%

<13 13-17 18-24 25-34 35-44 45-54 55+

iPad

iPhone

Age Group 65 % of Casual Gamer

Gender

0%

10%

20%

30%

40%

50%

60%

70%

80%

Male Female

Play

Pay

Casual Gamer

Need balance

Female gamer is fewer, but as active as male player . They dominate

casual game

User Analysis

Target User

25 ~ 55 age

range

Casual Gamer

Both Male and Female

Maximum your user base

Product Analysis

Casual

Social Interactive Allow Users become our marketers by promotion the

games, it will largely reduce the market budget

Trend of Game Center and Facebook Platform

In-app purchases Another way to earn revenue, and extend the life cycle

with limited cost

Lite Version

Cross selling Significantly increase the # of downloads

These are existing tech can help your product

Risk Analysis

Competition Risk

310, 000 of games

iPhone vs. Android vs. Window Phone

Technological Risk

System update

Finance Risk

Operation fees

Marketing budget

Apple approve risk

Reject , or Delay 7 days - 36 days

http://148apps.biz/app-store-

metrics/?mpage=catcountWill be cover in later section

http://148apps.biz/app-store-metrics/?mpage=catcount





Business Goal

User Experience

Business Goal User Experience

Design is not art

Technology serves people

Experience belongs to User

Great design is invisible

Simplicity is ultimate sophistication

Surface

Skeleton

Structure

Scope

Strategy

Content

Simple, Adorable, Stylish

Fun, Interactive, Engaging

Catchy Visual + Audio

Customizable Characters

Function

GPS, Campus, Accelerometer

In Game Avatar

Game Center / Facebook Connect

Save & Continue

Flow Diagram

Intro Flash

Home Page

Instructions Play

Setting

Custom Avatar

Sounds

Start

Game Level Content

Share

Facebook

Twitter

Game Centre

More

Upgrade

Other Games2

Purchase Gold Coins

Back Story1

Wireframe

Play

Share

More

InstructionLogo

Q1 Q2 Q3 Q4

Business

Goal

Revenue

Finish Game 1

Prepare for Launch

Acquire Loyal

Followers

Extend Fan Base

Market Causal Gamers, Male & Female, 25-55 years old

Theme Production Product Launch Launch/Add-ons Cross Selling

Product /

Feature

Platform Iphone/ Ipod/ Ipad

Capabilities Social Network functions, Custom Avatar

Virtual Goods Purchase

Add-on more

Virtual Goods

Cross Selling

Road Map Design and Develop Launch

Q1 Q2 Q3 Q4

Business

Goal

Revenue

Finish Game 1

Prepare for Launch

Acquire Loyal

Followers

Extend Fan Base


Theme Production Product Launch Launch/Add-ons Cross Selling

Product /

Feature




Add-on more

Virtual Goods

Cross Selling

Road Map

Production: Game 1

Design and Develop Launch

Q1 Q2 Q3 Q4

Business

Goal

Revenue

Finish Game 1

Prepare for Launch

Acquire Loyal

Followers

Extend Fan Base


Theme Production Product Launch Virtual Goods Cross Selling

Product /

Feature




Add-on more

Virtual Goods

Cross Selling

Road Map

Production: Game 1

Extra Addons/Game/

Lite: Game1


Production: Game 2

Q1 Q2 Q3 Q4

Business

Goal

Revenue

Finish Game 1

Prepare for Launch

Acquire Loyal

Followers

Extend Fan Base


Theme Production Product Launch Lite Launch/Add-

ons

Cross Selling

Product /

Feature




Add-on more

Virtual Goods

Cross Selling

Road Map

Production: Game 1

Extra Addons/Game/

Lite: Game1


Production: Game 2

New Level: Game 1

Q1 Q2 Q3 Q4

Business

Goal

Revenue

Finish Game 1

Prepare for Launch

Acquire Loyal

Followers

Extend Fan Base $100K


Theme Production Product Launch Lite Launch/Add-

ons

Cross Selling

Product /

Feature




Add-on more

Virtual Goods

Cross Selling

Road Map

Cross Selling: Game 1

Production: Game 1

Extra Addons/Game/

Lite: Game1


Production: Game 2

New Level: Game 1

Risk Mitigation GridQ1 Q2 Q3 Q4

Risk

Mitigation

Competition Risk

Financial Risk

Apple Approve Risk

Copy Cat Competitors

Technological Risk

Read & follow Apple Iphone app guideline as much as possible

Keep some reserved contingency fund

Keep an eye on the new technology

Market research

unique game idea

Thorough

Marketing Effort

Evaluate imitation apps & try to one-up

them

Consider using

contingency fund

for the Q4 Launch

Consider new

funding

Human resource development, find way

to continue to recruit talent to help

improve production and marketing

Develop backup financing plan. Continue

to find ways to seek private equity or

venture capital financing

Nothing behind

Important points

Market analysis & recommendations

Product design recommendations

Roadmap recommendations

Answers of the Assumption

Yes, there is still a great opportunities

Mobile market is growing even faster

Smart phone is a popular game console

Big fish joins the game: Apple Game Center, Facebook, the market will grow even faster

However, competition is extremely high

1605 games released in one month,

Average game earned $3050 / year

50% game only earned $682 / year

But, it is still a great potential market

Perfect for small company

Use resource correctly

Face competition

Q1 Q2 Q3 Q4

Business

Goal

Revenue

Finish Game 1

Prepare for Launch

Acquire Loyal

Followers

Extend Fan Base


Theme Production Product Launch Virtual Goods Cross Selling

Product /

Feature




Add-on more

Virtual Goods

Cross Selling

Road Map

Cross Selling: Game 1

Production: Game 1

Extra Addons/Game/

Lite: Game1


Production: Game 2

New Level: Game 1