Developer Summit, OEM Stores & Carrier Billing
OEM Storefronts and Carrier BillingPresentation @ the AT&T Developer Summit
Greetingsand Happy 2011 to everyone! I wanted to sincerely thank each and every one ofyou who was able to join us during our 5th annual AT&T DeveloperSummit in Las Vegas. I hope everyone got as much out of the event as I did,where the highlight for me was the ability to catch up with partners new andold, as well as finally putting faces to names in many instances. It’s alwaysgreat to meet face to face with our developer community, to hear exactly what’son your minds.
I had thepleasure of presenting the topic “OEMStorefronts and Carrier Billing” during the afternoon of the AT&TDeveloper Summit. We’ve posted the actual presentation deck, which you canaccess here. The deck should be fairlystraightforward to follow. Below are a few highlights from the presentation:
In anutshell, the presentation covered the following topics:
- High level overview of our approach to OEM storefronts
- Compareand contrast each of the storefronts
o Reviewedhow developers get their app to market in each storefront
o Coveredrev shares, fees, and settlement options
- Overview of the AT&T Carrier Shelf concept
- Discussed the Benefits of Carrier Billing andwhat that means to developers
- Reviewed additional distribution channels likeGetJar, the AT&T Apps Beta program, and AT&T’s Certified SolutionsCatalog
- Provided tips for how you can succeed in OEMstorefronts
Other Key Highlights
It’s important to note that in orderto get your app in front of AT&T subscribers, you’ll need to work directly with each desired OEM storefront –which includes app submission, contracting and settlement.
Over thepast year, we’ve adopted a much moreopen approach towards our storefronts. From both a developer andsubscriber perspective, our openapproach offers:
1) More Choice in Distribution Channels
• Ratherthan taking the approach of a “Huber”, AT&T super-sized storefront, werealize that both developers and subscribers would like more choice in where to distribute and where to buy content. We feel ourapproach meets those expectations.
2) Carrier Billing
• Carrierbilling provides end users with an easyand secure method to chargecontent to their phone bill. Our strategy is to enable carrier billing acrossall of our storefronts to provide a consistentpurchasing experience. We’ve seen dramatic uplifts in sales over otherthird party billing mechanisms, directlycorrelated with implementing carrier billing.
3) FewerFilters & Improved Discoverability
• We’vetaken huge strides over the past year to simplify the onboarding process, making it easier and more transparent for developers to get your content to market. In addition, bothAT&T and our partner storefronts have really begun addressing the challengeof improving app discoverability – so look for major improvements indiscoverability in the coming years.
Finally, Iwanted to provide some quick success tips to follow which I’m sure manyof you are already doing:
1) Bemeticulous about design, UI and marketing
• Thisis pretty self-explanatory
• You’vespent countless hours developing your app – make sure that you pay attention tothe marketing details as well.
– App Naming: Be cognizant of how yourcompetitors are naming their apps; differentiation is good but not at theexpense of discoverability
– Iconography: I’m a very visual person and may dismiss anapp completely if the app icon doesn’t look appealing or professional. Again,pay attention here to your competitors.
– Nail you elevator pitch: We see on manyoccasions where the app store allows ample space for a developer to provide anice description of the app and upload multiple screenshots – and it oftenseems that devs are rushing to get their app posted. This is your chance toreally sell the benefits and key features of your app. The is equivalent of aTV commercial for your app.
2)Develop Fast, Release Often
• Thisapproach could be a separate marketing track of it’s own, so I won’t go toodeep into this.
• Ishould re-emphasize that with “rapid development”, you’ll need to find thatdelicate balance between my #1 topic (being meticulous about design).
3) Listenand Respond to Customer Feedback
• Thereare web tools available thatallow you to monitor and respond toapp store feedback
• Thekey here is that negative feedback or constructive criticism must be addressed.
• Evenif you don’t agree with the feedback, monitoring and responding can go a longway towards your app/company reputation and helping to shape future releases
4) MakeSure the Price is Right
• Performyour own market research; find out what the competition is offering
• Testprice points, if the store allows it
5)Leverage Social Networking
• Builda presence on social networking sites like Facebook.
6) UseAnalytics Tools
• Manyof our top developers are using analytic tools that allow developers to betterunderstand the demographics of who is using their app.
Once again,I appreciate everyone who was able to attend the presentation in person, aswell as folks who were able to attend the Summit. Have a wonderful 2011!