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iOS 7 Implications for App Marketers (10.22.13)

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“iOS 7 is the most significant change to the mobile operating system since our first iOS platform.” …

“iOS 7 is the most significant change to the mobile operating system since our first iOS platform.”
- Jony Ive, SVP of Design at Apple

The look, the feel and the flow have all changed with iOS 7. Dramatic isn’t the right word – it’s polarizing.

But love it or hate it, app marketers need to react.

One month after its launch, we’re starting to see the true impact of iOS 7 on the app ecosystem. While some apps are making big gains, others are on the fast track to becoming zombies. Almost everyone is struggling to embrace the new design and make the most of technologies like iBeacons and Airdrop.

Appboy’s Director of Marketing, Cezary Pietrzak, and Mobile Strategist, Spencer Burke, put together a webinar discussing these implications and how you can win with iOS 7.

Topics covered:

- Key iOS 7 adoption statistics
- How app marketers are adapting to the new flat design
- The evolution of the App Store ranking algorithm
- The rising importance of location and context
- The opportunities and challenges of automatic updates

Published in: Technology
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  • 1. #MRMstrategy iOS 7 IMPLICATIONS FOR APP MARKETERS: 1 MONTH LATER October 22, 2013 Cezary Pietrzak
 Director of Marketing ! Spencer Burke
 Mobile Strategist
  • 2. iOS 7 has made a big splash 73%
 3 days
 9MM
 11
 of Apple users are on iOS 7 to cross
 50% adoption iPhone 5S/5Cs sold 1st weekend launch countries (including China) #MRMstrategy
  • 3. And it’s a made a big splash iOS 7 has great leap forward • • • “ Every new release of iOS since 2007 has brought new changes, from big hits like FaceTime to flops like Apple Maps But Apple has never released such a dramatically different, feature-rich update iOS 7 brings app marketers closer to the end user than ever before #MRMstrategy v iOS 7 is the most significant change to the mobile operating system since our first iOS platform" ! ! — Jony Ive, SVP of Design
  • 4. iOS 7 is pushing the personal ENGAGE ME SYNC ME LOCATE ME ‣ New UI ‣ Automatic updates ‣ Popular Near Me ‣ Falling user reviews ‣ Background fetch ‣ Passbook ‣ Algorithm changes ‣ AirDrop ‣ iBeacons #MRMstrategy
  • 5. Appboy drives the “Me” • • Appboy is the leading platform for mobile relationship management (MRM) We’re the only company that offers key MRM tools on one dashboard: • Multi-channel messaging (push / in-app / email) • Automation • • User segmentation • LAPSED USER Customer support Appboy can help you improve organic engagement by 25%-80% #MRMstrategy SOCIAL INFLUENCER BIG SPENDER
  • 6. ENGAGE ME ‣ New UI ‣ Falling user reviews ‣ Algorithm changes #MRMstrategy SYNC ME LOCATE ME
  • 7. iOS 7 connects on many levels • Visual: Flat design, bright colors, thin fonts, borderless views,
 parallax effect • Functional: new gestures, new interactions, disappearing controls • Emotional: light, airy, fun #MRMstrategy
  • 8. You can adapt to iOS 7 Seatgeek Seatgeek Kickstarter Kickstarter iOS 6 iOS 7 iOS 6 iOS 7 #MRMstrategy
  • 9. Or you can transform “ Playing with the beta of iOS 7 brought us to the realization that this would not just be a re-skin. We really had to just start over with the new foundation and concepts of iOS 7 ! ! Facebook iOS 6 #MRMstrategy Facebook
 iOS 7 — Mark Jardine, Tweetbot
  • 10. But doing nothing will cost you 3.56
 avg. app rating vs. 2.81
 for reviews w/ “iOS 7” WhatsApp #MRMstrategy Tweetbot
  • 11. Positive app ratings impact discovery Apple improved its ranking algorithm to incorporate app ratings in July/ August 2013 • Previously, ranking relied only on ‘popularity’ and ‘velocity’ • Rankings are also now updating on a 3-hour schedule vs. 15 minutes • Apple will continue tweaking its algorithm to reward engaging apps The Virtuous Cycle Engagement App installs • Positive ratings Rankings Discoverability #MRMstrategy
  • 12. Improve iOS 7 engagement in 3 steps 01 02 Spend more time listening to your customers 03 #MRMstrategy Still in iOS6? Triage your options and avoid inertia at all cost Think about simple ways to start a dialogue with your customers
  • 13. SYNC ME Engage me ENGAGEme Locate ME ‣ ‣ Background fetch ‣ #MRMstrategy Automatic updates AirDrop LOCATEme Locate ME
  • 14. We’re moving to a real-time iOS 7 has made a big splash mentality iOS 6 and earlier Network limitations Frictionless interactions Slow load speeds Instant gratification Frustration #MRMstrategy iOS 7 Efficiency + value
  • 15. Experiment more with automatic iOS 7 has made a big splash updates • Product teams can get new app functionality to market quicker • More freedom to focus on new feature awareness and adoption • Tweak, optimize, and measure more efficiently • Tailor an experience to the needs of their audience Pinterest #MRMstrategy
  • 16. Eliminate the wait with background iOS 7 has made a big splash fetch • Background Fetch allows your app to fetch data on a regular basis, so it’s ready the moment your app is launched • Applications: breaking news, sports scores, stock prices, pre-loading content for places w/ weak network • Give people what they want fast, without the worry of technology getting in the way #MRMstrategy
  • 17. Drive sharing and installs with iOS 7 has made a big splash AirDrop • Use Airdrop to encourage immediate peer-to-peer sharing • If users don’t have the app, it will require an App Store install - big opportunity to increase organic discovery • Stronger engagement recommended by friends and starting with content Kayak #MRMstrategy
  • 18. ENGAGE ME SYNC ME LOCATE ME Engage me ‣ ‣ Passbook ‣ #MRMstrategy Popular Near Me iBeacons
  • 19. Location made its stride iOS 7 hashas hit a big splash • Location has been a controversial issue in mobile since app developers first started using it • iOS 7 has found a good balance between privacy concerns and the value of location data • Using location to provide context is becoming an indispensable part of a mobile marketer’s toolbox #MRMstrategy
  • 20. iOS 7 location features that are
 iOS 7 has made a big splash pro-user Popular Near Me Increases discovery of niche and local apps based upon “hyper local” searches and downloads. What are people in my location downloading? Now you know. Passbook The place to keep your digital coupons, airline & train tickets, movie passes,  rewards and gift cards, now with QR code functionality. iBeacons GPS for inside. Can be used to find products in a store, or seats in a stadium. Useful! #MRMstrategy
  • 21. #MRMstrategy CONNECT WITH US www.appboy.com hello@appboy.com
 @appboy

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