Jam-Mobile.com is proud to announce the launch of PR Mobile for iPhone/iPad and Blackberry Platforms.  Jam-Mobile and Progressive Railroading, the Rail Professionals' Information Source, have partnered to create these custom apps that allow iPhone, iPad, and Blackberry user’s access to unique Railing content. 

Stay on top of the rail industry with these apps from Progressive Railroading. You're informed wherever you go with daily-rail news, articles from our monthly magazine, and special online-only content - right in the palm of your hand.

Download iPhone/iPad version here:
http://itunes.apple.com/app/progressive-railroading-mobile/id397034013?mt=8.

Download Blackberry version here:
http://appworld.blackberry.com/webstore/content/16419

One of Jam-Mobile.com strengths in the mobile space is the ability to develop for all major platforms.  In early November Microsoft will be launching their next generation Mobile phone platform Windows Phone 7.  In September I attended a Microsoft Boot Camp to learn more about this new entry into the mobile phone market and the potential for app development.  My general opinion is Microsoft is doing the right things to be successful in this competitive environment.  Jam-Mobile.com is now registered with The Windows Phone Marketplace developer program and I have been actively working to port my portfolio of apps to Windows Phone 7.  Several of my upcoming apps are highlighted with this post!

I am going to deviate from app development discussion to talk about the mobile carrier/handset landscape.  In the early spring of 2010 I guest lectured at the University of Wisconsin-Milwaukee on the topic of mobile technology and app development and I was asked when Verizon was getting the iPhone.  I definitively said June 2010 because I believed at the time Apple would introduce iPhone 4 on Verizon’s CDMA network.  Well I was wrong.  Fast forward several months and the Verizon iPhone rumors are once again swirling with a potential released Q1 of 2011. 

Customers want a Verizon iPhone marriage, especially if it includes unlimited data on Verizon’s network which is no longer available with AT&T.  I got into a spirited discussion with an Apple store employee on the topic of a Verizon iPhone partnership.  The blue shirt Mac specialist was steadfast that current iPhone customer’s were happy with AT&T.  Really?  After the latest round of rumors surfaced I read several facebook posts about the excitement of an iPhone on Verizon.  Whether this happens sooner then later the real winner in this situation is Google and Android.  Verizon customers who want a cool smartphone are buying Motorola Droids and HTC Incredibles.  This is especially significant given Microsoft just announced its upcoming Windows Phone 7 operating system OS will be on GSM only.

OK so when is Verizon getting the iPhone?  Sorry I don’t really know.  2011?  Maybe?  More than likely it will happen after Verizon finishes building their new Next Gen Long Term Evolution (LTE) mobile network.

More importantly when are we going to see a real shift in the mobile technology space? When you buy a new PC or Mac do you have to let your internet provider know you switched?  No.  Wouldn’t it be nice to buy whatever device you want with the carrier of your choose.  As a developer who creates apps for iPhone, Android, and Blackberry I want as many handsets on as many carriers as possible so you can download and buy Jam-Mobile.com’s GREAT software.

In the early days of mobile development calculating ROI was challenging because the technology was new and the marketplace was still developing.  With the introduction of iAds from Apple and other ad marketers you now have some sense on what a “tap” or view inside mobile app is worth, or at lease what others are paying.  The WSJ recently posted this article:  Apple's Ad Service Off to Bumpy Start.  Detailed inside the article is a very interesting item:  At the high end of most mobile ads branded advertisers are charged $2 per tap on a banner.  Additionally Developers who wish to promote their apps are being charged as low as $0.25 per tap.

With these numbers you can begin to develop Return on Investment (ROI) for your mobile App Project.  Let’s say you spend $5000 to develop, build, and distribute your custom app for your business.  If a “tap” inside is worth $2 it would require 2500 taps to recoup the project costs.  If your app is accessed “sessions” 200 times per day with 10% click rate that equals 20 clicks per day.  2500 clicks divided by 20 clicks per day equals 125 days to recoup your investment.  $1 clicks equals a ROI in 250 days.  If you produce a good content rich app 200 sessions per day is very low.  Jam-Mobile.com produces and sells many simple but functional apps that produce sessions per day way beyond 200. Mobile analytics build in to your app can give you great information about app usage and more.  We will talk about mobile analytics in a future post.  Lastly all apps are not created equal but hopefully this gives you a framework to begin to evaluate mobile investment.

Project ROI:

$5000 (Project Cost) / $2 (Cost per Tap) = 2500 Taps
200 (Session per Day) * 10% (Tap Rate) = 20 Taps per Day
Return on Investment (ROI) = 2500 (Taps) / 20 (Taps per Day) = 125 Days

BUT WAIT!  If I sign up with iAd I have to share 40% of the ad revenue.  This is true but you don’t have to use iAds or other ad services to have a return on your investment!  We have built custom apps were the client controls the ad displayed and the “click” or “tap” on the ad and resulting link location.  The client keeps and controls 100% of the advertising revenue.

“What type of App should our Business Have?”   - Client Question

I got this question one time while sitting with a potential client.  Initially I was a little confused by the question.  The first thought that popped into my head was “You want a cool app because no one wants to download something that’s bad”.  Yes this type of insight can only be offered by a true industry expert!  After further discussion I realized my client was really asking me:  How do we leverage what we do well and build an app for our business.  Ok I understand now.  

The client, like most, was very excited by the iPhone and the app store and wanted to have some presents in the mobile space.  The excitement is warranted because of the explosive growth in the mobile platforms and the emerging trends.  The client was also understandably nervous because the technology was new and changing.  We discuss platforms, benefits, challenges, and opportunities associated with creating a custom app for their business.  After our discussion it was easy to answer the question:  What type of App should my business have?  The client has a rich database of content that they wanted to distribute on the iPhone and Blackberry platforms.  The marketplace and their customers were asking for their content to be distributed in a new and innovative way.  Ultimately we partner together to build several daily news and information apps that included podcasts, RSS feeds, and featured products.  Additionally the apps were built to have a return on investment by using advertising as a revenue generator.

Every business is different but think about what information your customers would benefit from seeing on a mobile platform?  Web Content, Tweets, Blogs, Facebook Posts, or YouTube Videos?  Would being able to call or locate you right from your app significantly assist your customers and help bring in new business?  


Next Post: How do I can I calculate Return on Investment (ROI) for my Mobile App Project?

I think it’s appropriate to begin my App Blog on this topic because it sets the foundation for future posts around extending your business into the mobile space.  I have worked with many clients who have successfully launched apps for their business.  This process has produced a lot of learnings.  The goal of this blog is to highlight and discuss mobile app development for your business including benefits, challenges, and how ultimately to be successful.  

So does your business need an app?  No, maybe, YES!  Full disclosure we develop apps internally for sale in the various apps stores and for external clients.  Our bias is native app development.  This said organizations and businesses of all sizes can significantly benefit from developing a Blackberry, Android, or iPhone app.   Over the last year we have developed apps for political candidates, business to business media companies, and business to consumer companies.  These individuals and organizations have greatly benefited from extending their brand in to the mobile space.

When you see an iPhone ad on TV doesn’t a small part of you think it would be COOL TO HAVE YOUR OWN APP?  So how do you determine if an app is right for your business?

Would your customers benefit from being able to call or locate you right from your custom app?  Do you produce rich Web Content or RSS feeds?  Do you produce a Blog, Facebook Post, Great Tweets, or You Tube Videos?   Would you like to connect with your customers where ever they are, at any time?  If you answer YES to any of these questions then a mobile app is probably right for you.  

How about an example!  This past spring we developed and produced an app for Scott Walker a gubernatorial candidate in Wisconsin.  It was the first mobile app in history of Wisconsin Politics.  Build into the app is Scott’s Tweets, YouTube Videos, FaceBook posts, Bio, and Stance on the issues.  Additionally the app allows supporters the ability to contribute, get involved, and request additional information.  The app allows Scott’s campaign to connect with voters in a unique and innovative way.  Lastly Scott’s app icon is a brown paper bag the cornerstone of his campaign and a unique way to brand the app.  

Our Next Post:  What type of App should my Business Have?  How do you leverage your existing business and port to the mobile space?