Planet of the Apps Europe 2011 schedule

Tuesday 4th October 2011

  • Harder, Better, Faster, Stronger - Learning from Gowalla's Success

    by Philip McAllister

    Looking inside the doors of an innovative mobile startup.
    Assessing the role of paired developers, embedded designers and rapid feedback loops.
    Understanding mobile development cycles and how to avoid catastrophes.
    Outlining the importance of design and marketing when creating a mobile product ecosystem.

    At 9:05am to 9:30am, Tuesday 4th October

  • Ensuring that you win the distribution game

    by Raam Thakrar

    How to engage partners (OEM and operators) to distribute your app for you
    Why focusing on your own issues isn't enough - why you need to solve other people's problems
    Revenue - the missing link
    Analysing how the app stores can be commercially viable for start up developers

    At 9:30am to 10:00am, Tuesday 4th October

  • Hipstamatic case study: Engaging with the operators and OEMs to promote your application

    by Lucas Allen Buick

    Understanding the business model used to create a huge app
    Standing out from the crowd in an increasingly crowded market
    Utilizing both old and new APIs to make your app super
    Creating a super app – how to make your app ‘super’

    At 10:00am to 10:30am, Tuesday 4th October

  • The Backdoor approach: have your App pre-installed by multiple carriers

    by Ziv Tur

    The importance of having your App pre-installed
    How can I have my App pre-installed without investing in building a relationship with the carriers
    Upgrading applications which are pre-installed
    Analyzing the profitability of pre-installations
    What Apps will profit the most of Pre-Installations

    At 10:30am to 11:00am, Tuesday 4th October

  • How can developers take advantage of the tablet opportunity?

    by mills™ (WONKA), ilicco elia and Ben Medlock

    Do tablets allow developers even more creative freedom?
    Will apps be the dominant life form on tablets or will mobile web win out?
    Assessing whether tablets can provide a commercial future for developers
    Analysing tablet only apps from digital publications and games

    At 11:30am to 12:00pm, Tuesday 4th October

  • Monetizing your app through in-app billing or purchasing

    by Mark Curtis

    Enabling additional revenue through in-app purchases
    Assessing whether in-app purchases provide a strong monetization model for free apps
    Establishing whether in-app billing can bring the operator and developer together
    Analysing whether virtual goods provide the future of in-app purchases

    At 12:00pm to 12:30pm, Tuesday 4th October

  • Learning to embrace app Succailure™

    by mills™ (WONKA)

    Understanding the strategy behind ustwo’s own IP app release
    Assessing what has been learnt from Succailures™
    Explaining why ustwo™ has invested £650,000 in its own IP App AdVenture Fund

    At 1:30pm to 2:00pm, Tuesday 4th October

  • Integrating Advertising into your App to Drive Monetization Opportunities

    by Oliver Clamp

    Find out how advertising can support your growth strategy and objectives
    Learn tactics and best practices to consider as you integrate advertising in your app
    Understand how to use rich media and video ads to drive revenue and maintain a seamless user experience

    At 2:00pm to 2:30pm, Tuesday 4th October

  • Understanding the best distribution models to achieve full monetization of you app

    by Steve Purdham

    Assessing how best to increase discoverability of your app through distribution
    Utilizing the best routes to market to increase discoverability
    Analysing the debate about whether to join one app store or many
    Is there a definitive distribution route which guarantees success?

    At 2:30pm to 3:00pm, Tuesday 4th October

  • Ubisoft Sam Fisher AR tour Amsterdam, create for masses or just a few?

    by Jeroen Meijer

    Is it a question of online vs. offline or online and offline?
    Understand why mobile AR and the game were such a great combination
    Should an API provider focus on function or functionality?
    How many "killer apps" can there be?

    At 3:30pm to 4:00pm, Tuesday 4th October

  • Raising the bar above your competitors: ebuddy showcase

    by Martijn Jansen

    The history and current developments of mobile messaging Challenges in mobile messaging development and monetization
    How eBuddy manoeuvres itself in the competitive & volatile mobile landscape

    At 4:00pm to 4:30pm, Tuesday 4th October

  • Designing the user experience for maximum effectiveness

    by Dusan Tomic, Jeroen Meijer, Charles De Meulenaer and Tim Rowell

    Engaging the consumer through clean, sleek and responsive user interfaces
    Integrating functionality between app and other phone functions
    Supporting the app to sustain the user experience for the long term
    Utilizing the most up to date SDK technology

    At 4:40pm to 5:20pm, Tuesday 4th October

  • How to attract investment

    by Nenad Marovac and Frederic Court

    What attracts a venture capitalist to fund an app?
    Assessing how VC’s can drive the success of an application
    What makes an app a commercially viable opportunity?
    Why have the VCs chosen to invest in the apps they have?

    At 5:10pm to 5:30pm, Tuesday 4th October

Wednesday 5th October 2011

  • Chairman's Opening Remarks

    by Rory Cellan-Jones

    At 9:00am to 9:10am, Wednesday 5th October

  • Appifying Classic Games

    by Jason Kapalka

    Examining success and failure in bringing classic games to smartphones
    Adaptations versus 'ports'
    PopCap's experiences and learning in adapting games like Bejeweled and Plants vs. Zombies
    10 ways to destroy a great game through 'appification'
    Design and monetization challenges in game adaptation

    At 9:10am to 9:40am, Wednesday 5th October

  • Is there room in the future for more app stores? If so, how can everyone play nice?

    by Sal Visca

    Do you need to own an app store? What should your checklist look like?
    How must the app store evolve to meet the needs of consumers and developers?
    What lessons can be learned from the world of ecommerce to create more revenue for app store operators and developers

    At 9:40am to 10:10am, Wednesday 5th October

  • Does the operator still play a role in the app industry?

    by Konstantinos P

    At 10:10am to 10:40am, Wednesday 5th October

  • Who owns the user experience?

    by Elizabeth Varley, Jason Kapalka, Diana Stepner and Mark Curtis

    Analyzing who currently has control of the user
    Assessing how the user accesses features in their app
    How does a user get directed to the app they choose?
    Understanding the key influencing factors on how the user accesses the app store

    At 11:30am to 12:10pm, Wednesday 5th October

  • Case study: Assessing what makes a free app successful

    by Soren Kleberg

    Analysing whether developers and brands should use free apps to raise their profile
    Is the discoverability of a free app hindered by the perceived lack of profitability?
    Do virtual goods offer a viable route to profitability on a free app?
    How can you convert the most downloads into a successful monetization strategy?
    Are commercial partners ignorant of the commercial viability of a free app?

    At 12:10pm to 12:40pm, Wednesday 5th October

  • Does paying for an app increase its life expectancy?

    by Soren Kleberg and Rene Batsford

    Assessing whether paying for an app means a longer relationship with the consumer
    Understanding what factors leads to an apps longevity
    What makes an app become a ubiquitous accessory?
    How can social media be used to maintain an app's profile

    At 12:40pm to 1:10pm, Wednesday 5th October

  • BlueVia, new ways of making money through apps

    by James Parton

    Overview of BlueVia API's
    How you can make money with BlueVia
    App developer case studies

    At 2:00pm to 2:30pm, Wednesday 5th October

  • Brand Building With Apps

    by Jim Somers

    How leading Global 1000 brands are leveraging the mobile channel to extend brand awareness, increase customer equity, and drive new revenue streams.
    Understand the unprecedented opportunities for marketers, and the potential risks and pitfalls that come along with it for IT.
    Review the history of mobile, the current trends, and customer best practices to appreciate how it will transform business for years to come.

    At 2:00pm to 2:30pm, Wednesday 5th October

  • Empowering next generation mobile advertising with 5ml

    by Dimitrios Kontarinis

    How HTML5 is the cornerstone of the new rich media internet
    Enabling business agility and superior user experience
    Using 5ml to create rich HTML5 based adverts and mobile web

    At 2:30pm to 3:00pm, Wednesday 5th October

  • Tesco case study: growing consumer engagement through your app

    by Nick Lansley

    How should major brands engage the consumer with a practical app?
    Using an app to convert the traditional demographic of a smartphone user to your brand
    Utilizing apps as part of a global marketing strategy
    How can apps be the central pillar of a blue chips commercial success

    At 2:30pm to 3:00pm, Wednesday 5th October

  • BskyB case study: Integrating mobile as part of an overall strategy of digital interactivity

    by Dave Gibbs

    Using increased data speeds to give consumers the best service
    Creating interaction between television, tablet and smartphone app
    Understanding the impact of the cloud and how best to exploit this
    Delivering the service the consumer demands

    At 3:00pm to 3:30pm, Wednesday 5th October

  • Creating and monetising successful new franchises on iOS

    by Torsten Riel

    Explaining why our business model is based on mixing apps and HTML5
    Assessing the potential freedom the development of mobile web
    Will mobile web be embraced by the consumer?
    Integrating apps and mobile web as part of a ‘embrace all’ strategy

    At 3:00pm to 3:30pm, Wednesday 5th October

  • Can the browser app be the killer app

    by Kevin McDonagh, Ben Collier and John Taylor

    Understanding why apps still have dominance over mobile web
    Assessing whether apps can continue to have an ease of use that mobile web lacks
    Are apps perceived to offer a product rather than a service?
    Does mobile web allow the networks a way to come back?

    At 3:30pm to 4:00pm, Wednesday 5th October

  • Your brand seen through the eyes of an iPhone user

    by Dirk Hemmerden

    Having more than one app in the app stores? Find consistent ways to manage a portfolio of applications.
    Managing the experience of mobile users in the apps channel.
    Oversee the top 10 success driver of your app portfolio, including icons, names, keywords and more.
    Examples and best practice.

    At 3:30pm to 4:00pm, Wednesday 5th October

  • Wikitude: Integrating app technology within the browser

    by Andy Gstoll

    Examining the opportunity augmented reality can bring to your app
    Understanding successful integration techniques
    Assessing the impact of a 3D AR browser
    Partnering with other apps and handset makers to increase discoverability

    At 4:20pm to 4:40pm, Wednesday 5th October

  • Lastminute.com case study: understanding the opportunity 24 hour contact brings to a multinational brand

    by Dave Slocombe

    Explaining the opportunity that a 24 hour app brings to a travel company
    Re-defining the role of a travel company through the instance access an app provides
    Utilising LBS as a tool to make hotel bookings in your location
    Can the app become a long term revenue generator or is it still too niche?
    Using contextual information to customise apps in real time

    At 4:30pm to 5:00pm, Wednesday 5th October