Mobile 1UP was invited to speak at a workshop focused around development and go-to-market and strategies around the iphone platform. It is an event specifically hosted by the Stockholm School of Economics as part of the "Entrepreneurship & Coffee" after-work workshops for emerging entreprenuers in the nordic region.

1. Aaron Ardiri
Founder
Business Development
March 2010

2. iPhone Development Background
Devices:
- iPhone (July 2007) 4Gb
- iPod Touch 16Gb, 32Gb
- iPod Touch 2nd Gen 8Gb (own a few actually)
Development:
- jail-broken SDK
- official SDK since release
- since Sep, 2008 (18+ months)
Hobby Development Project
- full-time job: Chief Technology Officer
- company: Appear Networks AB

3. Portfolio: GW Series (Nintendo)

4. Portfolio: GW Series (revised versions)

5. Portfolio: Cronk

6. Portfolio: Pizookie Challenge

7. Getting Started
http://developer.apple.com/iphone/
$99 USD registration fee : payable once approved
BUY A MAC (Mac Mini = most affordable)
Developer Connection (once approved)
- create your developer certificate (signature pairs)
- register your UUID of your iPod Touch / iPhone
- register your application ID's
- create a development distribution profile
- download your mobile provisioning profiles
signatures and profiles are typically valid for a 12 month period.

8. Development Environment
XCode + iPhone SDK
- compiler
- excellent debugging environment
- performance tools
- application signing for distribution
iPhone Simulator
- x86 implementation, not ARM
- quite acceptable representation
- should not be used for performance analysis
An Intel based Mac OSX (10.5 or later) is required for iPhone
development - this requirement is for the digital signing tools.

9. Distributing Your Application
https://itunesconnect.apple.com/
Add Application
- add description
- set pricing model
- add translations
- upload binaries / icons / screen shots
- approval is manual process; can take over 1 week to occur.
The largest problem with uploading applications is failing to
build application binaries correctly - it is important to follow the
instructions provided by Apple for this process exactly.

10. Setting Your Application Price
apple takes 30% of all payments
your price point? $0.99 - $1.99 - $2.99 - $3.99 ... $999.99
free - with advertising?
$0.99 applications sell 65% more than $1.99 applications
lower prices encourage impulse buying, only $0.99 - why not?
find your "ideal" price point where sales = maximum profits

11. The iTunes Zones
seven distribution zones
- Australia
- Canada
- Europe
- Japan
- United Kingdom
- USA
- World Wide
payments in zone currency (AUD, CAD, EUR, JPY, GBP, USD)
developer payments monthly; threshold of $150 USD per zone
currency fluctuations : 81 JPY = 0.91 USD = 30% more value

12. The iTunes Zones : Mobile 1UP
seven distribution zones
- Australia 2.5%
- Canada 1.5%
- Europe 7.1%
- Japan 56.0%
- United Kingdom 4.2%
- USA 21.6%
- World Wide 7.1%
payments in zone currency (AUD, CAD, EUR, JPY, GBP, USD)
developer payments monthly; threshold of $150 USD per zone
currency fluctuations : 81 JPY = 0.91 USD = 30% more value

13. iTunes Factor
ranking means sales
ranking lists:
- top 100 free *
- top 100 paid *
- whats new * (warning)
- whats hot
- staff favorites
each category has its own
top lists as well - however, the foremost presented are above.
the 'top' lists are based on downloads; where the others are
determined by the iTunes staff on a country-by-country basis.

14. Software Piracy
1:4 legitimate users
3:4 pirate users
while the iTunes distribution uses
digital signatures against the UUID;
this mechanism has been "worked-around" by resigning an
application against another 'generic' signatory account.
.ipa -> pirate .ipa = single click action
there are software hints/tips available to detect piracy;
software then requires modification (dissassembly etc) -
however, this will be done anyhow.

15. Press / Reviews
Get Known = Be Found
- application reviews
- press releases
- interviews
- magazines
- YouTube videos
- promotional codes (US only)
- attend to community events

16. Questions
?

17. Contact Information
SOCIAL NETWORKS:
LinkedIn: http://www.linkedin.com/in/ardiri
twitter: http://www.twitter.com/ardiri/
CONTACT INFORMATION:
http://www.mobile1up.com/ support@mobile1up.com
twitter: http://www.twitter.com/mobile1up/