Most mobile marketing startups hedging their bets by developing apps for multiple platforms

Moconews has an interesting article about the challenges of multi-platform mobile development (iPhone, Android, Java, Blackberry, Symbian, Windows Mobile, etc) today.

The trade-off between delivering an amazing user experience to 2-3% of mobile subscribers (e.g. iPhone and Android) or a mass market application for a wide range of devices (50% or more) is a difficult one for everyone. Our general experience is that Java applications delivered across Symbian, Blackberry, Windows Mobile and proprietary operating systems get up to 10x as many downloads as an iPhone app but achieving a similar user experience is very time consuming and costly.

The average cost of an advanced iPhone or Android game/app is in the region 25-50k euro depending on complexity whereas as a mass market app/game with 80% phone penetration (across multiple platforms) is about 200.000-400.000 euro when fully optimized across the devices.

So what about automatic porting services then? There are several companies that claim that they can deliver cross-platform porting at costs starting around 10.000-20.000 USD. Our experience however is that the tweaking and optimisation to make the ported application to look and work nicely on the individual platforms make the cost almost as high as doing proprietary development.

More comments on this to follow...

Mobile app developer headaches continue

One of the main topics with our clients, partners and internally is mobile application fragmentation. Despite all efforts by handset manufacturers and mobile operators to make it go away it is actually getting worse and worse. Java, Symbian, Blackberry Java, Android, iPhone, Brew, Windows Mobile, Palm Pre, Vodafone Widgets (JIL/Opera widgets to be fair), script languages and more.

Or maybe it is for the better as all the new platforms also encourage innovation in new technology and features? Golden Gekko is probably one of the few companies that doesn't mind fragmentation at all as we think the platforms help deliver diversity.

Who knows? Continue reading on
http://mobione.com.au/wordpress/2009/07/mobile-game-developer-headaches-continue/

Promoting mobile apps using alternative channels

We've been experimenting with alternative channels to build more awareness for apps developed for our clients. Normally we post our the apps on 15+ appstores such as Getjar, Mobango, Betavine, Nokia OVI, etc and in addition to millions of downloads directly from these sites this has also generated viral spread to P2P services such as Torrents which is making it more and more challenging to monitor and measure the success of a campaign. During the next couple of weeks we will also try more traditional PC application downloads sites such as download.com, freewareark, sharewareplaza.

For more information:

• Freeware Park
• Shareware Plaza
• Download.com
• www.fileshome.com - FilesHome.com: free directory of free and shareware software, scripts, desktop applications

More info when we've evaluated the results...

Apetina in Norway launches mobile cookbook

The mobile cookbook for Arla in Sweden was the first real project that Golden Gekko delivered 3 years ago and is still one of our most popular and frequently used mobile applications. You can find it on Arla's website or on Getjar. Since then we've delivered mobile cookbooks in 4 other countries and the most recent one to Apetina in Norway.

The Apetina mobile cookbook contains about 1000 recipes and is available to download here.

And many more mobile cookbooks will follow...

Vodafone McLaren launches free mobile application

Vodafone McLaren Mercedes launches mobile app. The application brings you exclusive news and behind the scene interviews with Lewis, Heikki, the pit crew and lots more. Daily team news, Formula 1 news, real time race information, results, championship standings and new videos added throughout the season.

Download application for free or visit mobile site on http://vodafoneracing.mobi/. The application connects to the Internet to download the latest news and results.

For more Vodafone McLaren Mercedes content visit http://www.vodafone-racing.com/ on your computer.

You can also find the application on

• Getjar
• Mobile9
• Mobango
• Mobilerated
• and various other app stores...

7 Mobile Insights May 2009 including iPhone App and Java download statistics

The past 9 months have been interesting in more ways than Apple achieving 1 billion app downloads from the iPhone appstore:

1. Mobile ad spend in 2008 in the UK exceeded expectations and doubled vs. 2007 (http://tinyurl.com/qengsl)
2. Over 400% growth in apps downloaded 2008 vs 2007 driven by the iPhone Appstore as well as free appstores (Getjar, Mobile9, Mobango, etc), device manufacturer appstores (Blackberry App World, Nokia Ovi, Samsung Mobile Applications, etc) and mobile operators (Vodafone Appstore, O2 Limus, Orange World Appstore, etc)
3. Although iPhone apps get all the attention Golden Gekko has found that when launching apps/games across both iPhone and other platforms the number of downloads on other platforms (Nokia, Sony-Ericsson, Blackberry, etc) outnumber iPhone 10 to 1 (contact us for more info).
4. With approx 2% iPhone device penetration Apple Appstore has an impressive 12% (21% including iTouch) market share in volume of mobile apps downloaded in Europe and North America (Strategy Analytics: How Apple Change the Market for Mobile Applications, http://tinyurl.com/o52cm7).
5. Although iPhone app development can cost as little as $12.000 a well-designed app can cost anywhere from $50,000 to $150,000, take six to eight weeks to develop, and a couple more weeks more to be approved by Apple (http://tinyurl.com/qke9xb)
6. 52% of mobile users play games on their phone and about one-in-ten mobile phone users in Europe (8%) claim to have participated in mobile marketing efforts (MMA European Mobile Attitude and Usage Study, December 2008)
7. 51 percent of mobile phone users in the USA access content using their mobile phone on a weekly basis (http://tinyurl.com/p95opg)

Lynx Mobile 2.0: Lynx launches additional weapons of mass seduction following the success of Lynx FX

Considering that the Lynx mobile campaign was the most talked about and awarded mobile marketing campaign in 2008 this one went by quite unnoticed. A couple of weeks ago Unilever launched 3 new weapons of mass seduction (flirting tools) for the mobile.

Our latets favorite is Say Cheese with the following description:
Action speak louder than words. The latest clever mobile tool help you chat up girls. Simply give the girl your mobile and ask her to take a photo of you. Then when she presses the button, your cheeky message to her will appear on the screen instead. A fool proof way to break the ice.

The apps are available for over 500 devices including Nokia, Sony-Ericsson, Samsung, LG, Motorola, Blackberry, etc. To download the latest apps visit m.lynxeffect.com on your mobile or www.lynxeffect.com on your computer.

Good luck with the flirting!

What is the cost of developing a mobile app (iPhone, Blackberry, Java, Android, etc)?

At Golden Gekko we often get into the debate with clients and partners about what the cost of a mobile app or game should be and even more so with the iPhone SDK. We know that it is possible for a freelance developer to develop a descent looking iPhone app in a couple of weeks for a minimal budget. At the same time developing a market leading app with great design, usability, content and interaction that doesn't crash is not an easy thing. Therefore it was interesting to read what other people have to say about the cost of implementing a mobile app.
"Although iPhone app development can cost as little as $12.000 a well-designed app can cost anywhere from $50,000 to $150,000, take six to eight weeks to develop, and a couple more weeks more to be approved by Apple"

Read more at:
http://apple20.blogs.fortune.cnn.com/2009/05/12/madison-avenue-and-the-app-store/

Now this is still the easy part. Developing an app that works across hundreds or even thousands of devices with different operating systems, screen sizes, navigation input mechanisms and capabilities is a whole different sport. When I worked Vodafone Group a couple of years ago the estimated average cost of developing a mobile game was about 200.000 euro whereof 50% for development and the other 50% porting and testing. Since then life for developer has gotten harder and not easier with more operating systems, screen sizes, touch screens, etc. At the same time budgets for app development have not increased so the only viable solution to deliver great quality apps and games is to make the development process more efficient and this is where Golden Gekko is currently developing all our R&D resources. More to follow...

Malibu Bowling game gets over 100.000 downloads first week

Get Your Island On™ with the free bowling game from Malibu® Rum. Put a Caribbean spin on an old favorite - bowling. Bowl in a rum shack. Bowl on the beach. Bowl in an underground cave or inside an aquarium. We've taken the Malibu Bottles off the bar, and made them part of the game. Now that's recycling!

The game developed for iPhone and all other phones (Nokia, Sony-Ericsson, Blackberry, LG, Samsung, Motrola, Windows Mobile, etc) had over 100.000 downloads in the first week alone growing with 25.000 new downloads every day. You can find it on http://Malibu-rum.com and the mobile site on http://malibu-rum.mobi or the Java version on e.g. Mobile9 on http://gallery.mobile9.com/f/748520/ and iPhone version on http://tinyurl.com/djwq7q

When you bowl with Malibu® Rum the lanes are always smooth, and the tails are always tasty! Enjoy!

Golden Gekko Launches Mobile App for BBC Ashes to Ashes

Golden Gekko Develops Mobile app for BBC Ashes to Ashes. Check it out on http://www.bbc.co.uk/ashestoashes/mobile/

More to follow...

Mobile app to promote Jack Daniels Backstage events

With the collaboration of Jack Daniels and Universal McCann you can enjoy the privileges of a true Rock Star and find your way to the exclusive Jack Daniel’s “Backstage” parties.

Find out how much of a Rock Star you are, by taking the simple JD’s quiz. You can also jam with your friends using the “Haz tu música” section that allows you to compose your own tunes using the guitar, drums and piano.

Gather your friends and each of you can choose a different instrument and form your own mobile music band! In the “Backstage” section, after selecting a town closest to you, you will know the dates and places of the exclusive Jack Daniel’s “Backstage” parties.

The application was developed by Golden Gekko and is currently only available in Spanish. It can be found on http://jd.golgek.mobi as well as various appstores including Mobile9: http://p.mobile9.com/goldengekko/gallery/

The application is available for the top 250 Java devices in Spain as well as the iPhone in the next week or so.

Let’s Rock!

Golden Gekko Finalist of Red Herring 100 Europe

Red Herring last week announced that Golden Gekko was named a Finalist of Red Herring 100 Europe, an award given to the top 100 private technology companies based in the EMEA (Europe, Middle East and Africa) region each year.

Red Herring’s lists of top private companies are an important part of the publication’s tradition of identifying new and innovative technology companies and entrepreneurs. Companies like Google, eBay, and Skype were spotted in their early days by Red Herring editors, and touted as leaders that would change the way we live and work.

Red Herring’s editorial staff rigorously evaluated several hundred private companies through a careful analysis of financial data and subjective criteria, including quality of management, execution of strategy, and dedication to research and development.

Red Herring will honor the Red Herring 100 Europe Finalist companies at its Red Herring Europe 2009 Conference. Scheduled for March 31- April 2, at the Berlin Radisson Hotel. This intimate, 2 1/2 day event will explore how European firms are leading the charge in many technology sectors, gaining a competitive advantage, and driving entrepreneurial success in ways that create business opportunities for challengers and incumbents alike.

We are very happy and honored over this recognition!

Universal Pictures launches another iPhone app to promote The Boat that Rocked

Today Universal Pictures launched yet another iPhone application developed by Golden Gekko on behalf of Hyper to promote the movie 'The Boat that Rocked'.

Play the official 'The Boat that Rocked" Top Trumps(tm) game with your iPhone or iPod Touch. Based on the original Top Trumps card game, players must choose a character statistic from their dealt card to then be compared against their opponent's card. The player with the highest statistics wins. Two player mode available without the need for a second iPhone or iPod Touch. One player game available against the computer.

Also included is the official movie trailer and photo images from the film.

You can find the application here or http://itunes.apple.com/WebObjects/MZStore.woa/wa/viewSoftware?id=307166412&mt=8

Enjoy!

Golden Gekko in Mobiadnews for the Unborn campaign

The unborn iphone application strikes again. Mobiadnews has a great article and review about the Unborn iphone app campaign. See http://www.mobiadnews.com/?p=3356 ...

The Unborn iPhone app nr 8 on iTunes

The Unborn iphone application is now number 8 on iTunes and climbing!

Here are some of the reviews:

5 stars
"Ok you're not likely to keep this on your phone forever but this is a really cool example of how to promote a film. Interesting clips and the call is creepy! Well done!" - Spook73

5 stars
"Great free app! Took a bit of time to find the hidden gems but once I did it was lots of fun and one feature was very spooky. Beats most of the paid for apps. The movie seems fantastic as well. Definitely want to watch the movie straight away!" - Andrew Saggers


4 stars
"I think more films should do this they could have a catorgory 4 it" - Pompey Boo

4 stars
"But cool. I like the call at the end. Only problem, I had an iPod." - The1wholuvsVicky

More to follow...

Universal Pictures promotes the movie "The Unborn" on the iPhone

There is a huge opportunity to entertain the audience where there is no other media format available, and fill the downtime with rich interactive experiences.

With this in mind, Hyperhappen have just launched the first ‘mobile interactive movie trailer’ for Universal Pictures developed by Golden Gekko. Over ground, Underground, in the middle of the Atlantic... the content is in the handset to play with. The navigation toolbar is truly virtual and a first step towards mobile’s ability to build on intuitive engagement.

OK. It does require an iPhone or iPod Touch...

The movie industry has a great heritage of using outdoor to promote new movies. The design methodology that goes into creating a billboard poster is built on how the consumer should read the imagery to ‘buy in’ to the film bring promoted. The Unborn app has built on this heritage, therefore tying into the consumer’s familiarity with this ATL imagery to act as the launch pad for their user journey.

You can find the app on http://tinyurl.com/ape524 or click here

Enjoy!

Golden Gekko at Mobile World Congress - Lynx FX and Cippi again!

More news stories about the most downloaded fart sound application in the world: Cippi the Farting Chipmunk and the fantastic mobile flirting tools: Weapons of mass seduction by Lynx.

Check out articles on:

http://www.gomonews.com/the-lynx-effect-on-mobile-at-mwc/

http://www.gomonews.com/vigorsol-showcases-how-mobile-apps-integrate-with-tv-ads/

Thanks to Peter Sells at BBH for a great presentation!

Monday: Nordic Wireless Networking in Barcelona 16/2 at Hotel OMM 21-24

As there is no big opening party this year here’s a chance to make something useful and fun out of the evening. Come for network, free drinks and a bite to eat at Hotel Omm from 21.00.

We can talk about how to create the next Nokia, Ericsson, Microsoft and Google in the Nordic, the latest and greatest trends or simply how Nordic companies can help each other be more successful Nordic Wireless invites to mingling @ MWC Monday 16/2 between 21.00-24.00 @ HOTEL OMM

MEET US IN THE BAR DOWNSTAIRS!

P.S. Be there on time for free drinks!

The event is sponsored by Golden Gekko, Wireless Solution, Nordic Wireless, Sweden Mobile Association, TelecomCity, Kista Science City, Wireless Future, Technopolis, Öresund IT & Mobile Heights.

Friday: Mobile World Congress in Barcelona 2009 - Next big thing?

Next week the biggest telecom event of the year takes over Barcelona. We will be at the fair as usual networking and checking out what others are doing. If you haven't already then please contact us for a meeting.

This year we will look out for

• anything app-store related from Nokia, Microsoft, Samsung, etc (big question is how they will succeed where e.g. Handango has previously failed)
• to what extent mobile content and services companies can continue to push advertisement based business model in the current climate
• what Sun has to say about the future of mobile Java (they have some kind of an announcement)
• mobile e-mail - can someone really offer a consumer e-mail service that is close to the experience of the Blackberry but without needing a special handset and mobile operator subscription. Momail is one very interesting company in this space!
  
• location based communities - Google just launched Altitude and there are about 50 other companies out there with similar services but is there anything truly disruptive? We are obviously biased as close partners to GeoMe but we think that GeoMe could be the answer!
  

See you at the fair!

Thursday: Golden Gekko launches DIY mobile applications service

Golden Gekko has just launched the alpha version of the Mobile Applications Wizard that allows anyone to create their own mobile brochure applications to respond to the growing appetite for useful and entertaining mobile applications on application stores across the globe. These iPhone-like apps, which can run on any kind of phone, are ideal for extending the reach of businesses of all sizes. The service enables the rapid, easy and cost efficient implementation of mobile applications across more than 2,000 different mobile devices including Symbian, Blackberry, Windows Mobile, Linux Mobile, Android and essentially all Java enabled handsets.

Golden Gekko is now able to offer our clients the Mobile Applications Wizard, giving you the opportunity to create your own mobile applications, at minimal cost. The Wizard is used primarily to create impactful mobile brochures, which are similar in functionality to a PDF optimised for the mobile phone. Golden Gekko believes the service will be of particular interest to the SME market, owing to the relatively low costs involved. The service is easy to use and enables companies of all sizes to benefit from mobile marketing.

“We know that mobile brochures are a superior way of engaging with consumers, bringing brands to life and providing value-added services to customers that will meet their needs whilst providing entertainment,” says CEO Magnus Jern. “For time-pressured SMEs the ability to provide their customers with mobile content is a powerful differentiator in a crowded and competitive market.”

Our clients testing out the service have already generated over 1 million downloads of the brochures proving that it will become an instant success!

For more information contact our sales team for a demonstration.