DiscoveryBeat: Application discovery in an age of noise

DiscoveryBeat is an event focused on the "secret recipe" for application discovery and the opportunity to create the relationships needed to succeed.

Don’t fool yourself. Getting your app discovered has little to do with luck, and everything to do with strategy. From mobile to social, we’ve watched developers go from startup to stardom, while the vast majority of apps sit in a store somewhere, unknown and undiscovered.

Given the variety of platforms, complexity of guidelines, and need for constant agility, today’s entrepreneus must be equipped with bullet-proof strategies and real-world tactics from the get-go. DiscoveryBeat will break through the typical conference-speak and give attendees the chance to look under the hood of today’s hottest, most successful apps.


Sebastien de Halleux
Sebastien de Halleux
COO, Playfish
Julian Farrior
Julian Farrior
CEO, Backflip Studios

Roy Sehgal
GM, Zynga
Ge Wang
Ge Wang
Co-founder, CTO, & CCO, Smule
John Pleasants
John Pleasants
CEO, Playdom
Jon Vlassopulos
Jon Vlassopulos
CEO, Moderati
Peter Relan
Peter Relan
Founder, YouWeb
Chris Dury
Chris Dury
VP Product, GetJar
Peter Farago
Peter Farago
VP Marketing, Flurry
Simon Khalaf
Simon Khalaf
President & CEO, Flurry
Vijay Chattha
Vijay Chattha
Founder & Chief Talker,
Randy Angle
Randy Angle
Game Design Director, SGN
Alex St. John
Alex St. John
President & CTO, hi5
Michael Chang
Michael Chang
Founder & CEO, Greystripe
Neil Young
Neil Young
Founder & CEO, ngmoco
Lisa Marino
Lisa Marino
VP Sales, RockYou


2:30pm - 3:00pm | Registration

3:00pm - 3:05pm | Welcome

3:05pm - 3:15pm | "Make or Break: How to successfully leverage publicity and social media to drive awareness and downloads of mobile apps"

3:15pm - 3:30pm | "Should driving app discovery require hemorrhaging money?"

3:30pm - 3:45pm | "Social Gaming: The evolving technology platform & monetization"

3:45pm - 4:00pm | "Building Social Games: Games at the speed of light"

4:00pm - 4:40pm | "Discovery 1.0: Starting from scratch"

4:40pm - 4:55pm | "Super-sizing the app economy by moving it beyond the iPhone"

4:55pm - 5:35pm | "Discovery 2.0: Moving to the next level"

5:35pm - 6:00pm | "Discovery 3.0: Bringing in the big guys"

6:00pm - 6:05pm | Closing remarks

6:05pm - 7:30pm | Reception

Discovery 1.0: Starting from scratch

With more than 119,000 apps in the Apple AppStore, discovery is a huge problem. Facebook is just as tough. And to make it worse, you’re at a disadvantage because large networks have the upper hand of experience in platform strategy and a louder voice to get their products heard.

• If you’re a two-person garage development shop and starting from scratch, how do you create an app that can go viral?
• If you're not a giant company, how do you exploit your newness and focus, using the key ingredients of success?
• How can the smaller developers team up with bigger brands that have name recognition? When should they go it alone?
• How do they build a company that bigger investors will notice?
• What are some of the platform tools at your disposal that can be used to get your apps noticed?
• How does discovery fit with the right business model for your app?

• Randy Angle (Director of Game Design, SGN)
• Julian Farrior (CEO, Backflip Studios)
• Ge Wang (Co-Founder, CTO, & COO, Smule - maker of Ocarina iPhone app)
• Peter Farago (VP Marketing, Flurry)

Moderator: Matt Marshall (Editor in Chief, VentureBeat)

Discovery 2.0: Moving to the next level

The social app companies, those successful application companies that came of age on Facebook and the iPhone, have created their own ecosystems with successful titles that feed on each other. Now what do they do?

• How many different types of monetization schemes do they need? What can they learn from the bigger companies?
• Should they recruit executives from the “old world” companies, to help with partnering or organizational discipline?
• What sort of analytics process should they have in place?
• Can anyone catch up with them?
• What will the social/mobile/gaming look like in two years?

• Sebastien De Halleux (COO, Playfish)
• John Pleasants (CEO, Playdom)
• Roy Sehgal (GM, Zynga & Executive Producer of Cafe World game)
• Neil Young (Founder & CEO, ngmoco)

Dean Takahashi (Lead Writer for GamesBeat, VentureBeat)

Discovery 3.0: Bringing in the big guys

Established video game companies and entertainment giants are eyeing the social networking and mobile platforms as a source of future growth. For success, the big guys need to apply the secret ingredients in different proportions.

• How much should they invest in these areas, and how should they do it?
• Which kinds of partners should they recruit? Which business models are the best?
• Who has made the transition already?
• What’s the right mix of social networking, marketing, analytical measurement, advertising and web design ingredients they should apply?

• Jon Vlassopulos (CEO, Moderati - maker of the virtual light Zippo iPhone app)
• Alex St. John (President & CTO, hi5)
• Michael Chang (Founder & CEO, Greystripe)
• Lisa Marino (VP Sales, RockYou)

Roy Bahat (President, IGN Entertainment)

Networking reception to follow.


150-200 mobile and gaming applications developers and entrepreneurs, VCs, top executives from telecom and technology infrastructure companies, content and social media executives, marketers and media. The open invitation will be promoted on and through our partners.



DiscoveryBeat 2009 Event Co Host - Flurry       DiscoveryBeat 2009 Event Host - Zynga       DiscoveryBeat 2009 Event Host - AppLaunchPR    
DiscoveryBeat 2009 Event Host - GetJar          DiscoveryBeat 2009 Event Host - YouWeb


DiscoveryBeat 2009 Event Supporter - SGN


Strategic Partners:


For sponsorships, contact Andie Rhyins at

Hosted by VentureBeat

Full refund available for cancellations before December 6, 2009.

Name Sales End Price
Early Bird Ticket   Ended $114
Regular Price Ticket Ended $149

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