The Boat Beacon Story.

The Boat Beacon Story.

by Steve Bennett, CEO, Electric Pocket Ltd.

 
I sail a 30 foot Catamaran in the Bristol Channel, one of the most challenging areas of water in the World due to its high tidal range, currents and sandbanks - see http://www.bcya.org.uk/content/sailing-bristol-channel .

 
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As with sailing in any waters, you need to keep in mind ports of refuge (most harbours dry), keep an eye on the weather (the channel faces West or South West, the direction of the prevailing winds) and keep a careful eye open for the very large vessels that use Bristol, Milford, Cardiff and Swansea.  

With a following tide of up to 8 knots these vessels can have a speed over ground (SOG) of over 25 knots (30 mph!) - 75,000 Tonnes approaching at 30mph! Judging their position versus yours as you approach the narrow Channel under the Severn Bridge is challenging even in good visibility - in poor it's beyond scary! It's vital you keep out of their way because they can't turn or stop quickly! At 25 knots they can appear from over the horizon in less than 5 minutes. Survival depends on you spotting them and getting out of the way. Even if they could see you they probably couldn't avoid you in time - you just “don’t want to mess with them”!

The International Maritime Organization's (IMO) International Convention for the Safety of Life at Sea (SOLAS) requires AIS to be fitted aboard international voyaging ships with gross tonnage (GT) of 300 or more tons, and all passenger ships regardless of size. AIS works a bit like radar, but better. Ships continuously transmit their details and position and can be displayed on a live map display.

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A car container passing just south of me near Portishead (the white flecks on the left are Yachts!)

The Ship AIS units cost thousands of dollars. Small AIS receivers are available for around $400 which will allow you to show these boats on a computer screen including their course, speed and  their MMSI - Marine Telephone Number - so you can call them up on VHF radio. But, that requires a large outlay and a computer screen or an even more expensive dedicated unit or Chart Plotter.

Worse than that there is also the horizon problem. An AIS receiver can only see as far as the horizon. For an aerial mounted at deck height as many are, the horizon is about one nautical mile away  ( http://en.wikipedia.org/wiki/Horizon ). A ship with its AIS aerial at 10m above sea level has a horizon of about six miles. With an approach velocity of 28 knots it could be upon you from nowhere in 15 minutes. This is where the network of shore-based AIS systems come to the fore. As long as you are within GSM coverage and there are AIS shore stations in your area then you can pickup AIS via the Internet and not only see over the horizon but anywhere in the world.

There were already a couple of iPhone apps available which will receive internet AIS data and plot ships' positions over a Google map. One such app, widely used by sailing fans (though not necessarily sailors themselves) love it for spotting, watching and learning about ships around the world from their desk or the harbour-side cafe. It has even been featured on CNN. I tried using it in the Bristol Channel and it was a decent app, but it's clearly aimed at landlubbers and there were several key features that, as a Skipper, I needed from an AIS app that this kind of app doesn’t provide. A couple of features that I would certainly desire in such an app are Collision Detection in the background and being able to transmit and share my position on global AIS systems being the next.

I wanted to be alerted if I was on a potential collision course with another boat that I might not even be able to see yet and I didn't want to have to keep checking a screen every five minutes.

There have been several collisions between small boats and ships reported over the last year. Fortunately no one has been seriously injured in the recent one below in the Solent at Cowes

 


I have been developing apps for mobile devices for over 15 years and decided to put that experience to the task of creating an ideal app for sailors like me - with the result being Boat Beacon. Not only will Boat Beacon display ships and their information on a Google map, it continuously monitors all ships within a 60 mile radius, 5 to 10  times further than a conventional  AIS receiver on my boat could do, and calculates their Closest Point of Approach (CPA).  

If any are going to be within 100m of me within the next 10 minutes, Boat Beacon alerts with an alarming Big Ship’s horn - plus a vibration and popup notification. We have tested it out in the Bristol Channel and on a misty day in the Solent and it has proved very reliable and accurate, with no false alarms and no missed alarms.

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Boat Beacon compass view on an iPad around the Solent.


Here is a quote from our test boat skipper in the Solent:

“It was fairly foggy with low vis so app was very useful. All worked well, the alarm was activated in good time and no false alarms as I saw it. Only had three alarms to deal with..............I can see a new game emerging where one has to induce the collision alarm!”

and another from Lake Erie in the US:

“We did an interesting experiment yesterday while helping a friend bring his 42' sailboat through the south passage of Lake Erie. On board: Ship Finder Iphone app. a Raymarine AIS driven by E80 MFD and the Boat Beacon. The results within a 40 mi range were: the Ship Finder app had the least number of targets (2) Raymarine AIS had 4 and Boat Beacon had at least 6. Interesting. Additionally the Boat Beacon had more detail on the targets such as Ship names etc. The only rationale for the mid performance of Raymarine AIS could be that some of the targets were on the other side of Kelly's Island.”

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Potential Collision detected. Closest Point of Approach - 41 metres in 7.8 mins.

Boat Beacon also has a host of other additional "Sailing" related features that I wanted:

  • A fully gimballed compass and rangefinder overlaid on the map so you can sight ships and shore stations, know their bearing and how far away they are.
  • The ability to highlight other Boat Beacon boats around you so you can keep an eye on the race you are in or the flotilla you are sailing with and a ship-to-ship messaging feature so you can chat with them.
  • The ability to overlay your planned route on the map (Waypoints) and show your track history. Its AIS transmit feature -- my wife’s favorite feature as she can now keep an eye on me and where I am out sailing in the Bristol Channel from a web page on her MacBook at home!

Obviously, Boat Beacon should only be used for basic navigation reference in Coastal areas where there is internet and shore-based station coverage. It should not be solely relied upon to determine precise locations, proximity, distance, or direction. There is no replacement for the Skippers’ and their crews’ eyes and the Skipper’s ultimate judgement.

There are some possible drawbacks with relying on an Internet-based AIS for Coastal Navigation. It relies on you having Internet coverage, however most popular coastal areas in the US have cellular data access extending 12 or more miles out to sea. The UK has nearly complete coastal coverage out to 12 miles. It relies on AIS shore stations covering your area. The network of stations Boat Beacon can access covers the majority of popular coastal and harbour areas. It typically has live data available on over 45,000 ships around the world and coverage is continually increasing. In the unlikely chance that there is no coverage in your area then club together, set up a shore station and join the network!

In some cases, shore-based receivers can be provided for free - see Marine Traffic's site. Another reservation is that you won't show up on the big ships’ AIS systems unless they have an Internet AIS feed too. However, as I mentioned earlier, even if they can see you they are unlikely to be able to do much to avoid you in time!

The tag line for Boat Beacon is "See and be seen on your boat in Coastal Sea areas with 60 mile Collision Avoidance using just your iPhone or iPad. Lets you keep a watch on boats near you and others keep a watch on you using Boat Beacon and Global AIS systems. Does not require any external AIS transponder equipment."

 

Conversions are King - iPhone Apps, mAdWords, Clicks and ROI

Our experiences using Google Adwords and Facebook Ads to promote our iPhone apps.

Introduction

This article is a summary of our experiences and lessons learnt over the last month to promote our Apps using Google AdWords and Facebook ads.

The cost per click of AdWords would normally put them out of the equation for a typical 99c iPhone app, but we had just  introduced two niche Boating applications on the iPhone, Compass Eye and Boat Beacon which we hope can command a premium price point. The apps are great, the challenge is getting them noticed. After the initial adrenaline run up the charts from the Press Release and app of the day in Gizmodo  review we were left wondering how to market them. They are too niche to maintain a high App Store position, but being niche meant we could charge more for them and maybe spend more on targeted marketing.

So we looked at Adwords and Facebook ads. AdWords first.

Adwords - Networks and devices

Initially, being a noob to AdWords, I went for all the default/recommended settings which includes Google search, partner search and the Display network; ads that get shown on pages related to your keywords; and all devices, desktops and mobile. Set up some keywords, a daily budget limit equivalent to 10% of our daily sales and started watching the clicks and our daily App Store sales figures hoping to spot some effect. We were having to pay quite a lot for the clicks for our keywords - nearly $1 a pop to get a position on the first page of any result for words like iPhone Compass and Marine Navigation! After a week I stood back and looked at the figures. We were getting a reasonable click through rate for our ads - 2-3% on Search and 0.3% on the Display network. We were maxing out on our budget each day and our overall sales were higher. Most importantly we weren’t losing money! However it was hard to get any real feel for the return on investment (ROI) as Apple do not provide any way to measure Conversion rates - the Nirvana of online marketing ROI!  My initial thought was to take a cautious approach, slowly increasing the daily budget spend limit over the next few weeks and see if there is a trend.

Our CTO had an idea. Assuming we were still some way below the maximum number of clicks we can get, set the budget extremely high for one day and see what difference it makes - an impulse measurement. Sounded good, the maths made sense. So I increased the budget 10 fold. Within an hour of turning the budget up our clickthrough rate went through the roof and our budget was disappearing in front of my eyes - mainly on iPhone clicks - great I thought......... and that’s when we discovered iPhone App Click Fraud. Apparently there are iPhone apps which are designed just to make money from fake clicks on Ads. So I turned off the hosepipe, a few hundred dollars down. The seismic impulse measurement theory was good, but we didn’t know enough about the hostile terrain out there to take it yet.

Back to the softly softly approach. I had learnt a lot more about driving the AdWords machine by now and re-focussed our ads on where we would get the highest qualified clicks and highest chance of a purchase. I selected to only show ads on the search network, that meant folks were at least looking for something like our app, secondly only show the ads on iOS devices that the apps would run on so the clickers were many less clicks away from pressing the buy button on the App Store on their device.

Facebook Ads - Interests and Brand names.

I also decided to take a look at Facebook ads. The setup process was a lot simpler than for Google Adwords. Instead of keywords you choose interests and they give you an estimate of the reach. I chose people interested in Yachting, Sailing and Boating which gave us a reach of 650,000 users and, because Facebook allows you to use the word iPhone and iPad in the ads, I could be sure the Ads were targeting better. I wonder for how much longer they will allow 3rd party Brand names in ads? The downside with Facebook is they don’t show ads on mobile devices - how did they forget to do that! -  so clickers are one big step removed from fulfillment.  A plus though was the cost per click on Facebook which was half that on Google.

Ads were showing and clicks were coming but it was still really difficult to tell or get a feel for how successful these campaigns were and how much to increase the budgets by. I desperately needed a conversion measurement.

Conversion rates.

As previously mentioned, Apple do not provide a way of measuring conversions through their store to third parties. So I came up with a cunning scheme for measuring them for both Google and Facebook ads; temporal correlation. Both our apps communicate with our servers to register the users on first install and for subsequent data and messaging feeds. I can record the device type, os version, ip address and time of the first use of the app after install. If I can correlate these with folks clicking the ads then I have a conversion metric. It won’t be perfect, for instance  it will miss folks who click on their desktop and then buy via their phone over a different network/ip address, but at least it would be a worse case metric.

Unfortunately neither Google or Facebook will provide the detailed click information needed - time and ip address of clicks, but there’s a way round that too by collecting the information from our own landing page. When someone clicks your ad they are directed to the link in your ad - the landing page. I set up some scripts on our landing page to record the time and ip address of the click. I then correlate that with the time and ip address of first use of our apps. Would it work?

The results


Yes. After a day I had definite correlations, I could see folks clicking the ads and then a few minutes later an app install on the same IP address.  Bingo!

The result, 2.5% Conversion ratio - 1/40 Clicks to purchase.

Figures from last week:-

No of clicks = 693
Google Clickthrough rate = 3%
No of google clicks = 234
No of facebook clicks = 459
Facebook Clickthrough rate = 0.04%

Total No of purchases = 235
No of correlated google purchases = 6
No of correlated facebook  purchases = 11
Worse case google Conversion ratio (Clicks to purchase) = 2.6%
Worse case fb Conversion ratio  (Clicks to purchase) = 2.4%

Conclusion

I really hope these are worst case conversion rates and that we are missing some due to folks buying much later on and possibly from another IP address. But even assuming we have missed 50% of the associated purchases it doesn’t make good commercial sense for us.  I had expected the Google conversions to be better than the Facebook ones , maybe twice as good, because they are already on their device when they click so the click takes them directly to the app on the App Store and more chance of the IP address correlating . So not sure why they are not better. One possibility is folks are more likely to click by mistake on small devices or maybe the Google ads provided less well qualified leads.

Based on 1/40 ratio  the most we can afford to pay per click for a $10 app to break even is 20c. That is double the Facebook CPC and 3 times the Google CPC.  Alternatively we need to double the price of the apps!

We haven’t totally given up on ads as yet. As long as we continue to make more per day than we spend and keep the budget at 10% we can continue to experiment with ads. At least now we have a metric we can use to baseline the effects of any changes we make. Maybe the real way to make money from AdWords is to sell the iPhone App Store Conversion technology we have invented to other folks.  Anyone interested?

Compass Eye Plaudits

We recently announced a new app, Compass Eye (Press Release) - an Augmented Reality Compass. Compass Eye was designed by our CEO Steve Bennett who almost had a mishap whilst out sailing - the result is a very handy navigation app for iPhone and iPad.

We were delighted to see Compass Eye got a great write up at Gizmodo, who also awarded it "App Of the Day" - thanks guys, that's fantastic news!

 

Announcing Coverjam

Today we're announcing Coverjam - a fun music app which creates photo slideshows of the artist as you listen to your music. Our press release is at PRWeb - the text is below. You can find out all about Coverjam on its own product site at coverjamapp.com, which also features a nice overview video.

 

Electric Pocket Limited today launched Coverjam for iOS, a first-of-its kind app which automatically taps into the image libraries of Instagram and Flickr to create beautiful multimedia slideshows of each artist as their music is playing. For the first time, music lovers will have more than just cover art to look at while listening to their favorite bands.

Coverjam uses an instantly familiar interface to control users’ music, and automatically retrieves images tagged with the artists’ names from Instagram and Flickr and begins displaying them while the music is playing. Upon its launch, Coverjam loads the user’s music from their iOS device, allows the user to select songs, albums or playlists and then fetches the latest images to display while the song is playing.

“Coverjam is the perfect way for an artist’s fans to see the latest and greatest images of the acts they love,” said Iain Barclay, Electric Pocket’s Chief Product Officer. “Whether it’s the latest tour photos, new photo-shoots, or art created by other fans, the photos in Coverjam are sure to delight the most avid music lovers.”

Coverjam fits in well with user’s current ways of playing music. Users who are already listening to music via the default iPod player can simply launch Coverjam with their music playing and the app will seamlessly load photos for the song being played.

Features of Coverjam Include: 

  • Photo sharing via Facebook, Twitter or email
  • A fresh slide-set each time the music track advances to the next song
  • The ability to select music from either the iPod music player or Coverjam
  • Viewing photos in Safari, with options for learning more about them and seeing other photos by the same photographers

 

The free version of Coverjam includes advertising and is available for iPhone and iPod Touch devices, and will run in 2x mode on an iPad. Coverjam Pro offers a stunning full-screen experience on iPad, iPhone and iPod touch with no ads for US$0.99.

A Change to Our Marketing Team

Below is the text of a press release we issued today - its great news for Electric Pocket, as we get to get better at marketing and telling the world about our apps! We've been in the same mobile community as the Astraware folks for the past 10 years, and know them very well. Its great to formalise a working relationship with them, and we're really looking forward to getting down to work on this...

Astraware and Electric Pocket To Share Marketing Resources 
 
Staffordshire, UK & Chepstow, UK - July 13th 2011 - Astraware® and Electric Pocket Limited are pleased to announce a new arrangement which sees them sharing experience and resources in order to benefit both businesses.

This new agreement will see Astraware’s Publishing and Marketing Team, led by Chief Communications Officer, Alison Barclay, lend their apps marketing expertise to Electric Pocket’s quality range of applications and utilities, which includes BugMe!, MailTones, and the forthcoming Coverjam. Astraware will assist with marketing and promotion of individual applications as well as Electric Pocket as a company.

“Electric Pocket and Astraware have been good friends since the pioneering days of mobile computing, and strong advocates of each others apps for many years,” said Iain Barclay, Chief Product Officer, Electric Pocket. “We’re delighted to formalise this agreement between our two companies, and look forward to the skills and energies of Astraware’s marketing team bringing our apps to the attention of a new audience.”

“As small companies, developing mobile products to delight customers, whether they be apps or games, we have a great deal in common, and have enjoyed working alongside each other for many years,” said Howard Tomlinson, CEO Astraware. “Sharing our marketing expertise is an obvious step - and hopefully will be great for the exposure of all our collective products.”

Astraware and Electric Pocket will continue to operate as separate companies.

 

MailTones gives NudgeMail an extra kick!

[Update, NudgeMail have removed the subject "tag" I was previously spotting, so I've modified the instructions to reflect this, and I think its actually a better solution!]

I've been reading a lot about NudgeMail this week, its a lovely new service which lets you send yourself reminders by email, with no signups and no fuss - very cool, and very nicely done.

I realised this morning that our MailTones iPhone app could watch out for the NudgeMail reminders arriving on your iPhone and give a nice loud beep to grab your attention - as well as showing your reminder in a pop-up, for instant visibility.

This means you could set a reminder by email from your desk, and have your iPhone beep and remind you later in the day - effortless, and brilliant for all that!

There are two ways you could set it up - firstly, if you're already a MailTones user then all your mail will come to MailTones anyway, so you just need to set a Contact Match on the email address that NudgeMail sends its reminders from - "reminder@nudgemail.com" - one slight wrinkle is that we don't allow for freeform recipient addresses in MailTones, so you need to create a contact in your Address Book first - call it anything you like, just make sure the email address is set to reminder@nudgemail.com. Then return to MailTones and pick this contact in the "Contact Matching" section. You can pick a suitable "remember this" alarm style tone, and away you go - lovely, attention-grabbing beeps on your iPhone when the NudgeMail reminder arrives.

 

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If you're not currently a MailTones user, and not comfortable with the whole forward-your-email to the MailTones server notion, then you could use a gmail filter to forward only the NudgeEmail reminders (setting your gmail filter to match on the sender like I did above) to the MailTones server and still get the benefits of MailTones giving you a good loud alert and a dialog box showing your reminder.

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Hopefully this will inspire you to try NudgeMail and MailTones, as I really think they are a great combination for iPhone users. (Oh, I should point out we have MailTones for BlackBerry too, and the Android version will be out Real Soon Now!)

MailTones for iPhone is in the AppStore