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Marke&ng	  &	  Mobile	  April	  2013	  
Proprietary	  &	  Confiden&al	  2	  Appcessorize	  Everything!	  	  
Proprietary	  &	  Confiden&al	  3	  There	  are	  6.8	  billion	  people	  on	  the	  planet.	  	  Only	  3.5	  billion	  o...
Proprietary	  &	  Confiden&al	  4	  hBp://www.slideshare.net/HubSpot/50-­‐mobilefactsdeck62812	  
Proprietary	  &	  Confiden&al	  5	  81%	  of	  smartphone	  users	  have	  done	  product	  research	  via	  smartphone.	  ...
Proprietary	  &	  Confiden&al	  6	  9	  out	  of	  10	  mobile	  searches	  lead	  to	  acFon...	  	  …	  and	  over	  half...
Proprietary	  &	  Confiden&al	  7	  70%	  of	  mobile	  searches	  lead	  to	  acFon	  within	  one	  hour.	  It	  takes	  ...
Proprietary	  &	  Confiden&al	  8	  43%	  of	  marketers	  currently	  use	  mobile	  technology	  Another	  25%	  plan	  t...
Proprietary	  &	  Confiden&al	  9	  Growing	  mobile	  ad	  spending	  The	  Interac&ve	  Adver&sing	  Bureau	  (IAB)	  rep...
Proprietary	  &	  Confiden&al	  10	  Mobile	  ads	  perform	  4-­‐5	  Fmes	  beRer	  than	  online	  ads	  in	  key	  metri...
Proprietary	  &	  Confiden&al	  11	  16%	  of	  smartphone	  users	  made	  a	  purchase	  because	  of	  a	  markeFng	  me...
Proprietary	  &	  Confiden&al	  12	  Mobile	  coupons	  receive	  	  10	  Fmes	  higher	  redempFon	  rates	  	  than	  pri...
Proprietary	  &	  Confiden&al	  13	  	  “It’s	  mine”	  
Proprietary	  &	  Confiden&al	  14	  Gaming	  	  	  “61%	  of	  smart	  device	  owners	  play	  games	  and	  on	  average...
Proprietary	  &	  Confiden&al	  15	  Banners	  &	  Splash	  Screens	  
Proprietary	  &	  Confiden&al	  16	  Product	  placement	  
Proprietary	  &	  Confiden&al	  17	  In-­‐game	  video	  	  
Proprietary	  &	  Confiden&al	  18	  Product/Service	  Engagement	  Virtual	  &	  Real	  World	  
Proprietary	  &	  Confiden&al	  19	  Web	  is	  Dead!	  The	  app	  has	  won!	  	  
Proprietary	  &	  Confiden&al	  20	  Businesses	  going	  mobile	  and	  not	  the	  mobile	  business	  
Proprietary	  &	  Confiden&al	  21	  ApplicaFons	  are	  exploding	  across	  industries	  Publicly	  Available	  Apps	  (E...
Proprietary	  &	  Confiden&al	  22	  The	  value	  of	  apps	  
Proprietary	  &	  Confiden&al	  23	  Brand	  value	  of	  apps	  	  •  M-­‐commerce	  •  CRM	  	  •  Drive	  to	  retail	  ...
Proprietary	  &	  Confiden&al	  24	  Who’s	  doing	  well?	  RedBull	  Apps	  -­‐	  EntertainNike+	  App	  Tesco’s	  Home	 ...
Proprietary	  &	  Confiden&al	  25	  How	  many	  apps?	  	  Device	   No.	  of	  Apps	  	   Revenue	  	  	  Apple	  (iOS)	...
Proprietary	  &	  Confiden&al	  26	  Even	  handset	  manufactures	  bet	  on	  apps	  •  Nielsen	  claims	  there	  are	  ...
Proprietary	  &	  Confiden&al	  27	  Angry	  Birds	  
Proprietary	  &	  Confiden&al	  28	  Trends	  
Proprietary	  &	  Confiden&al	  29	  A	  Single	  Hotel	  •  18+	  apps	  •  1M+	  Downloads	  Universal	  Remote	  Control...
Proprietary	  &	  Confiden&al	  30	  New	  payment	  technologies	  being	  adopted	  	  
Proprietary	  &	  Confiden&al	  31	  LBS	  
Proprietary	  &	  Confiden&al	  32	  GamificaFon	  
Proprietary	  &	  Confiden&al	  33	  Trend	  Example	  “Video”:	  why	  it	  maRers	  Video	  is	  a	  core	  component	  o...
Proprietary	  &	  Confiden&al	  34	  Augmented	  Reality	  
Proprietary	  &	  Confiden&al	  35	  EvoluFon	  is	  rapid	  Augmented	  Reality	  Augmented	  Reality	  
Proprietary	  &	  Confiden&al	  36	  Connected	  Home,	  Connected	  	  Devices	  
Proprietary	  &	  Confiden&al	  37	  You	  can	  either	  appcessorize	  it	   Or	  Api-­‐fy	  at	  the	  core	  You	  sFll...
Proprietary	  &	  Confiden&al	  38	  	  	  Developer:	  Chris	  Chow	  Hong	  Kong	  Weather	  App	  Using	  mulFple	  APIs...
Proprietary	  &	  Confiden&al	  39	  Connected	  Cars	  Spo&fy	  integrated	  into	  Ford	  Car	  System	   Volvo	  -­‐	  S...
Proprietary	  &	  Confiden&al	  40	  For	  a	  whole	  Industry:	  AutomoFve	  You	  can	  either	  appcessorize	  it…	  
Proprietary	  &	  Confiden&al	  41	  For	  a	  whole	  Industry:	  AutomoFve	  Or	  Api-­‐fy	  it	  at	  core…	  
Proprietary	  &	  Confiden&al	  42	  For	  a	  whole	  Industry:	  AutomoFve	  And	  then	  you	  need	  to	  manage	  Part...
Proprietary	  &	  Confiden&al	  43	  OpFons	  for	  Scale	  BUILD	  e.g.	  Developed	  by	  3rd	  parFes	  
Proprietary	  &	  Confiden&al	  44	  Number	  of	  Apps	  Complexity	  Comes	  with	  Complexity	  -­‐  brand	  damage	  -­...
Proprietary	  &	  Confiden&al	  45	  Exicon	  –	  App	  LifeCycle	  Management	  Company	  Exicon	  is	  the	  core	  plaqo...
Proprietary	  &	  Confiden&al	  46	  And	  we	  have	  a	  SaaS	  Plalorm	  to	  support	  your	  apps	  
Proprietary	  &	  Confiden&al	  47	  Our	  Customers	  
Proprietary	  &	  Confiden&al	  48	  EXICON App LifeCycleMethodYour softwareYour ROIYour strategyYour softwareevolutionFind...
Proprietary	  &	  Confiden&al	  49	  Define	  •  What	  are	  your	  company’s	  main	  objec&ves?	  	  •  Can	  mobile	  su...
Proprietary	  &	  Confiden&al	  50	  Build	  	  •  Who	  should	  be	  building	  the	  app	  for	  you?	  •  Do	  they	  h...
Proprietary	  &	  Confiden&al	  51	  Engage	  	  •  Are	  you	  in	  the	  relevant	  app	  stores?	  	  •  Is	  your	  soc...
Proprietary	  &	  Confiden&al	  52	  Measure	  •  Are	  you	  measuring	  the	  right	  things?	  	  •  Are	  you	  really	...
Proprietary	  &	  Confiden&al	  53	  FOUNDER	  &	  EVP	  Cat	  Rust	  	  sales@exiconglobal.com	  WEBSITE	  www.exicongloba...
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Mobile & marketing

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Exicon's founder Cat Rust met with a fun crowd from all over the world in Hong Kong for the InterDirect Conference at the new L'Hotel in Aberdeen. It's a group of independent agencies here to learn about all kinds of things one of which was mobile and marketing. Check out the mobile marketing presentation for more details on how it's all about the app and that the web is dead.

Published in: Business, Technology

Transcript of "Mobile & marketing"

  1. 1. Marke&ng  &  Mobile  April  2013  
  2. 2. Proprietary  &  Confiden&al  2  Appcessorize  Everything!    
  3. 3. Proprietary  &  Confiden&al  3  There  are  6.8  billion  people  on  the  planet.    Only  3.5  billion  of  them  use  a  toothbrush.    4  billion  of  them  use  a  mobile  phone.    hBp://www.slideshare.net/HubSpot/50-­‐mobilefactsdeck62812  
  4. 4. Proprietary  &  Confiden&al  4  hBp://www.slideshare.net/HubSpot/50-­‐mobilefactsdeck62812  
  5. 5. Proprietary  &  Confiden&al  5  81%  of  smartphone  users  have  done  product  research  via  smartphone.    50%    have  made  a  purchase  with  one.    hBp://www.slideshare.net/HubSpot/50-­‐mobilefactsdeck62812  
  6. 6. Proprietary  &  Confiden&al  6  9  out  of  10  mobile  searches  lead  to  acFon...    …  and  over  half  lead  to  purchase.  hBp://www.slideshare.net/HubSpot/50-­‐mobilefactsdeck62812  
  7. 7. Proprietary  &  Confiden&al  7  70%  of  mobile  searches  lead  to  acFon  within  one  hour.  It  takes  one  month  for  the  same  percentage  of  desktop  users  to  catch  up.  hBp://www.slideshare.net/HubSpot/50-­‐mobilefactsdeck62812  
  8. 8. Proprietary  &  Confiden&al  8  43%  of  marketers  currently  use  mobile  technology  Another  25%  plan  to  do  so  within  the  next  12  months,  and  16%  plan  to  do  so  in  more  than  12  months.  Only  15%  of  marketers  have  no  plans  to  use  mobile  technology.  hBp://www.slideshare.net/HubSpot/50-­‐mobilefactsdeck62812  
  9. 9. Proprietary  &  Confiden&al  9  Growing  mobile  ad  spending  The  Interac&ve  Adver&sing  Bureau  (IAB)  reported  that  mobile  adver&sing  spending  officially  surged  111%  in  2012      Ballooning  to  $3.4  billion  last  year,  marking  the  second  consecu&ve  year  of  drama&c  mobile  growth    
  10. 10. Proprietary  &  Confiden&al  10  Mobile  ads  perform  4-­‐5  Fmes  beRer  than  online  ads  in  key  metrics  such  as  brand  favorability  awareness,  and  purchase  intent.  hBp://www.slideshare.net/HubSpot/50-­‐mobilefactsdeck62812  
  11. 11. Proprietary  &  Confiden&al  11  16%  of  smartphone  users  made  a  purchase  because  of  a  markeFng  message  received  on  their  phone      hBp://www.slideshare.net/HubSpot/50-­‐mobilefactsdeck62812  
  12. 12. Proprietary  &  Confiden&al  12  Mobile  coupons  receive    10  Fmes  higher  redempFon  rates    than  print  coupons.  hBp://www.slideshare.net/HubSpot/50-­‐mobilefactsdeck62812  
  13. 13. Proprietary  &  Confiden&al  13    “It’s  mine”  
  14. 14. Proprietary  &  Confiden&al  14  Gaming      “61%  of  smart  device  owners  play  games  and  on  average  spend  30-­‐60  minutes  a  day  doing  so”      “The  typical  gamer  ranges  from  13-­‐55”  
  15. 15. Proprietary  &  Confiden&al  15  Banners  &  Splash  Screens  
  16. 16. Proprietary  &  Confiden&al  16  Product  placement  
  17. 17. Proprietary  &  Confiden&al  17  In-­‐game  video    
  18. 18. Proprietary  &  Confiden&al  18  Product/Service  Engagement  Virtual  &  Real  World  
  19. 19. Proprietary  &  Confiden&al  19  Web  is  Dead!  The  app  has  won!    
  20. 20. Proprietary  &  Confiden&al  20  Businesses  going  mobile  and  not  the  mobile  business  
  21. 21. Proprietary  &  Confiden&al  21  ApplicaFons  are  exploding  across  industries  Publicly  Available  Apps  (End  2012)    Automo&ve   Industrial   Media   Hotels  0  50  100  150  200  250  No.  of  Apps  
  22. 22. Proprietary  &  Confiden&al  22  The  value  of  apps  
  23. 23. Proprietary  &  Confiden&al  23  Brand  value  of  apps    •  M-­‐commerce  •  CRM    •  Drive  to  retail    •  Brand  awareness  •  Lead  genera&on    •  Internal  opera&ons    •  Event  support    
  24. 24. Proprietary  &  Confiden&al  24  Who’s  doing  well?  RedBull  Apps  -­‐  EntertainNike+  App  Tesco’s  Home  Plus  Wrapp  –  hot  new  Facebook/voucher  app  service  
  25. 25. Proprietary  &  Confiden&al  25  How  many  apps?    Device   No.  of  Apps     Revenue      Apple  (iOS)        775,000  Apple’s  mobile  app  downloads  grow  11%  in  Q1  2013,  revenues  hit  $1.6B  (74%  of  all  app  revenues)      Android          700,000    Google  play  app  revenue  grow  by  90%      Windows        130,000    Blackberry        100,000    
  26. 26. Proprietary  &  Confiden&al  26  Even  handset  manufactures  bet  on  apps  •  Nielsen  claims  there  are  41  apps  per  device  on  average      •  BlackBerry’s  App  World  now  touts  100,000  BB10  applica&ons  •  BlackBerry  claims  30,000  applica&ons  were  added  in  the  last  couple  of  weeks.  Each  day  BB10  early  adopters  are  waking  up  to  new  apps  with  just  20%  Android  apps.  
  27. 27. Proprietary  &  Confiden&al  27  Angry  Birds  
  28. 28. Proprietary  &  Confiden&al  28  Trends  
  29. 29. Proprietary  &  Confiden&al  29  A  Single  Hotel  •  18+  apps  •  1M+  Downloads  Universal  Remote  Control  
  30. 30. Proprietary  &  Confiden&al  30  New  payment  technologies  being  adopted    
  31. 31. Proprietary  &  Confiden&al  31  LBS  
  32. 32. Proprietary  &  Confiden&al  32  GamificaFon  
  33. 33. Proprietary  &  Confiden&al  33  Trend  Example  “Video”:  why  it  maRers  Video  is  a  core  component  of  the  booking  and  travel  process     Online Video becomes key feature Videos along the whole planning processVideo for SharingSources:  Think  Travel.          10M  Downloads  
  34. 34. Proprietary  &  Confiden&al  34  Augmented  Reality  
  35. 35. Proprietary  &  Confiden&al  35  EvoluFon  is  rapid  Augmented  Reality  Augmented  Reality  
  36. 36. Proprietary  &  Confiden&al  36  Connected  Home,  Connected    Devices  
  37. 37. Proprietary  &  Confiden&al  37  You  can  either  appcessorize  it   Or  Api-­‐fy  at  the  core  You  sFll  need  to  manage  Partners,  Apps  and  API’s  A  Single  Product:  a  Lightbulb  
  38. 38. Proprietary  &  Confiden&al  38      Developer:  Chris  Chow  Hong  Kong  Weather  App  Using  mulFple  APIs  Hong  Kong  Weather  accesses  the  data  from  Hong  Kong  Observatory  and  Environmental  Protec&on  Department,  tells  you  the  current  Hong  Kong  weather  with  more  frequent  update  and  more  accurate  data.  
  39. 39. Proprietary  &  Confiden&al  39  Connected  Cars  Spo&fy  integrated  into  Ford  Car  System   Volvo  -­‐  Sensus  connected  touch  system  Audi  can  make  your  car  a  Wi-­‐Fi  hotspot   Tesla’s  huge  touchscreen  wows  the  crowd  
  40. 40. Proprietary  &  Confiden&al  40  For  a  whole  Industry:  AutomoFve  You  can  either  appcessorize  it…  
  41. 41. Proprietary  &  Confiden&al  41  For  a  whole  Industry:  AutomoFve  Or  Api-­‐fy  it  at  core…  
  42. 42. Proprietary  &  Confiden&al  42  For  a  whole  Industry:  AutomoFve  And  then  you  need  to  manage  Partners  &  Apps  ApplicaFons   Partners  
  43. 43. Proprietary  &  Confiden&al  43  OpFons  for  Scale  BUILD  e.g.  Developed  by  3rd  parFes  
  44. 44. Proprietary  &  Confiden&al  44  Number  of  Apps  Complexity  Comes  with  Complexity  -­‐  brand  damage  -­‐  increased  cost  -­‐  longer  &me  to  market    -­‐  IP  leakage.  ApplicaFon  diversity  Number  of  Plalorms  Number  of  Languages  
  45. 45. Proprietary  &  Confiden&al  45  Exicon  –  App  LifeCycle  Management  Company  Exicon  is  the  core  plaqorm  providing  intelligence,  tools  and  connec&ons  to  unlock  the  full  poten&al  of  mobile  technology  to  support  business  growth.    
  46. 46. Proprietary  &  Confiden&al  46  And  we  have  a  SaaS  Plalorm  to  support  your  apps  
  47. 47. Proprietary  &  Confiden&al  47  Our  Customers  
  48. 48. Proprietary  &  Confiden&al  48  EXICON App LifeCycleMethodYour softwareYour ROIYour strategyYour softwareevolutionFinding  you  the  best  developers  &  project  managers  for  your  sorware  What  do  you  need?  Get  it  in  the  right  place  and  drive  users  to  download  your  app.  How  did  you  do?  How  could  you  do  beBer?  Get  your  somware  Mobility  strategy  Downloads  &  Engagement  Control  &  monitor  assets  DEFINE  BUILD  ENGAGE  MEASURE  Exicon’s  App  LifeCycle  Process  
  49. 49. Proprietary  &  Confiden&al  49  Define  •  What  are  your  company’s  main  objec&ves?    •  Can  mobile  support  it?    •  If  so  what  do  you  want  to  achieve?    •  Who  are  you  trying  to  reach?    •  Where  are  they?    •  What  devices  do  they  use?    •  What  could  you  do?    •  What  are  your  compe&tors  doing?    •  What  does  success  look  like  to  you?    What  do  you  need?   Mobility  strategy  DEFINE  
  50. 50. Proprietary  &  Confiden&al  50  Build    •  Who  should  be  building  the  app  for  you?  •  Do  they  have  the  right  skills  and  experience?  •  Are  they  able  to  evolve  with  you?  •  Are  you  able  to  store  your  cri&cal  project  needs?    •  Who  will  project  manage  it?  •  Are  you  up  to  date  with  news  about  your  developers?    •  Where  are  you  going  to  securely  store  all  the  assets?  Finding  you  the  best  developers  &  project  managers  for  your  sorware  Get  your  somware  BUILD  
  51. 51. Proprietary  &  Confiden&al  51  Engage    •  Are  you  in  the  relevant  app  stores?    •  Is  your  social  media  driving  downloads?    •  Are  you  getng  real  engagement?    •  Are  you  using  in-­‐app  promo&ons?    •  Do  you  have  all  your  digital  content  under  your  control?    •  Are  you  engaging  your  end-­‐users  through  your  apps?    Get  it  in  the  right  place  and  drive  users  to  download  your  app.  Downloads  &  Engagement  ENGAGE  
  52. 52. Proprietary  &  Confiden&al  52  Measure  •  Are  you  measuring  the  right  things?    •  Are  you  really  getng  the  ROI  you  planned?    •  Are  you  reaching  the  right  people?    •  Are  you  achieving  your  business  objec&ves?    •  How  could  you  improve?    •  Is  your  app  where  it  should  be?  •  Are  the  services  you  are  using  providing  what  your  app  needs?      How  did  you  do?  How  could  you  do  beBer?  Control  &  monitor  assets  MEASURE  
  53. 53. Proprietary  &  Confiden&al  53  FOUNDER  &  EVP  Cat  Rust    sales@exiconglobal.com  WEBSITE  www.exiconglobal.com  Transforming business by Application
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