Lisa Calkins, CEO of Amadeus Consulting, presented information on smart phone and tablet applications to the DaVinci Institute. Here company has been engaged in web development, and more recently, app development for eighteen years. Based in Boulder, Amadeus Consulting is best known in Denver for the software behind B-cycle.
B-cycle is a bike-sharing program. It incorporates smart technology, such as RFID tracking and process automation, into the solution. The programs support healthy lifestyles and reduction of pollution.
Well known apps aslo developed by Amadeus Consulting include SuzZy’s Portable Stitches – detailed descriptions of needlepoint stitching, fun tips and examples of stitches and the game Speed Bag - a realistic on-the-go boxing application as part of the Urban Gym series of apps.
Ms. Calkins described the rapidly growing app market, started two years ago with the iPhone (now 400,000 apps) and the even quicker growing Android (250,000 apps). The growth of the Android is based primarily upon the Google platform which has been licensed to multiple mobile carriers. Android is expected to pass iPhone later this year.
In consideration of building an app for your business, Ms. Calkins raised five questions to be answered:
- What is the main purpose of the application? (One idea per app)
- Who is your target customer/user
- How do I make my app different than my competition?
- Which Platform to develop on (iPhone, Android, Blackberry or Windows 7)?
- Do I give it away or sell it?
Development of an app typically ranges between $10,000 and $50,000. However, if it is integrated with a website or social media, the price can climb above $100,000. And, in most cases the product life is very short –often measured in less than six months. The payback on the investment must justify the costs.
The development of apps is still a moving target, with changes to each of the mobile platforms occurring continuously. Ms. Calkins observed, “The volume of what you have to know and keep up with is unbelieveable.”
Although most apps are free, many sell for prices ranging from $.99 to over $6.99. Ms. Calkins stated, “Consumers are very fickle about the app market and if the whole thing of the app is to get you to buy something, you probably won’t buy the app.”
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