Dropbox to mention a few, because they understand that it is not just the mobile app, but existence over all platforms and eco-systems that sets your product apart. Their monetization strategy works equally well on all platforms.

APPO: Where do you see the most innovation in the app sector?

OB: I think that the photography sector is the most innovative (especially video), as it completely revolutionizes the basic concepts of photography. I believe that in a few years from now, capturing video/photo without an app to process and share them will be inconceivable. Photography – photos and ideos – has been essentially reinvented.

APPO: How do you harness that innovation in your own titles?

OB: We combine unprecedented sophistication of Artificial Intelligence (AI) capabilities in the cloud, with the 24h connectivity of the video camera on the smartphone to give every user the impression that Magisto brings a whole professional casting crew – director, editor, producer – ready to help you tell your story, in real-time, 24-7. The ‘blown-away’ responses, positivereviews, and very high ratings (higher than any video creation app in iOS, e.g. iMovie) tells it all.

APPO: In such a crowded space, explain how you generate awareness and drive downloads to your applications.

AB: At the end of the day, you need a killer app to make people talk about you and ‘spread the word’. All other channels are available to everyone and don’t provide differentiation. But it’s not just direct to consumers – we have a lot of interest from tier 1 device manufacturers and operators that are interested to help distribute the app in their eco-system.

APPO: What are the biggest technical constraints that exist today in the app sector?

OB: Getting your app to provide a consistently good UX on all platforms as they evolve (more screen sizes, hardware capabilities, operating system versions etc.)

APPO: How do you (or will you) make money from your application?

OB: On top of the basic level of features available for any Magisto user, on iOS we have a premium subscription service. This will be shortly available on Android.

APPO: What advice do you have to those working on their first applications?

OB: Work iteratively – launch something small, learn, improve and iterate. It’s very difficult to get it right on the first shot. That’s a good recipe for not wasting your time and improving your chances to develop something users really want.

APPO: Where do you see the app sector one year from now? Five years from now?

OB: In general, we will see more and more apps, but this means that app discoverability is going to be more important than ever. Utilizing multiple discoverability platforms will become one of the most important parts of marketing your app. Moreover, due to the multiple screen usage that increases, apps that are relevant on all platforms and eco-systems will have a significant advantage. This means that funded companies or startups will have better chance to develop these apps as this takes time and money. So, although there will be more and more apps, the apps that will be actually used will cause some consolidation in the app market (quite similar to what happened on the PC market after the first happy days of shareware software).

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