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Published byEthel Griffith Modified over 8 years ago
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Application Development Project Autumn 2010
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Content Market research Marketing plan Product Before launching
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Market research 88 responses of which 51% Nokia phones Usefulness 79% Willing to pay 39%
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Market research Closeness to unknown population parameter can be estimated calculating the confidence interval Population parameter (intrest to our product) with 95% certainty lies in between the (73%, 84%) Correspondingly the willingness to pay (1€ or 2€) with 95% certainty in between (29%, 49%)
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Competitive Advantage The first mobile schooling timetable in the mass markets that students can download easily and access everywhere A unique combination of individual service and communal contribution We offer: Functional application – in a few month More advanced application – end of 2nd semester Completed application – within a year
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Potential market share and sales First half of year 2011: 250 users Second half of 2011 : 500 users Second half of 2013: 40000 users – Break even point Approx. Sales revenue: 80000€
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Pricing First functional application for free Low value for the user, highest value for us The first users are our most important marketing activity and R&D input In order to create positive viral and network effects we have to engage users First users input from the financial point of view The demand is very elastic relative to price 2€ or more for downloading the advanced application Very elastic demand relative to price Possibility of new entrants – price on the markets?
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Pricing in OVI-store OUR CALCULATIONS AND ESTIMATES DO NOT TAKE ACCOUNT THE FOLLOWING: We select the nominal global price point that we wish to charge for the app Selected nominal global price point is mapped to a specific local retail price by Nokia In OVI-store local retail pricing is in Nokia’s sole discretion and may vary Nokia shall pay seventy percent (70%) of the Net Revenue attributable to purchases of our app by end users that pay by credit card; and sixty percent (60%) of the Net Revenue Payment to us will be made frequently on a calendar monthly basis following the end of each calendar month
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Promotion Aggressive targeted promotion as the first application appears – speed as asset – Investors input Buzz Positive viral effects Visibility through networking and user referrals – a channel for users to communicate Word-of mouth PR with the schools – they are the secondary beneficiaries of our service
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Place ”People move, data transfers” Internet No physical or local barriers Unlimited network effects A channel for user referrals and feedback in OVI and Web
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Product The first mobile social schooling timetable Makes possible to access and view the lessons everywhere by mobile phone Enables editing timetables in real-time (advanced The most urgent changes in schedule are shared with the group-tool Connected with Journey Planner and Google Maps
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Before launching Mass product, mass marketing Attract investors Attract partners – universities and UASs Constantly review the price on the markets Continuos R&D in order to develop the product ”more mobile” Map promotor’s and advertiser’s intrest to advert their products using our application interface (adds – in etc.)
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