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Inc pres (dma bristol apps) 24 jun11 v1.1
 

Inc pres (dma bristol apps) 24 jun11 v1.1

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Engagement: "building the perfect app"

Engagement: "building the perfect app"

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    Inc pres (dma bristol apps) 24 jun11 v1.1 Inc pres (dma bristol apps) 24 jun11 v1.1 Presentation Transcript

    • The perfect app – isthere such a thing?Sian Fishwick24 June 2011Copyright Incentivated Limited 2011 www.incentivated.com
    • Contents Who we are Growth in smartphones usage History of apps Golden rules in app creation Case study 1 – Waitrose Christmas app Case study 2- Third party : Lynx stream Case study 3- Third party: Argos app Key takeaways Copyright Incentivated Limited 2011
    • Who we are Incentivated is an independent technology company and marketing services agency We have 10 years’ experience operating exclusively in the mobile marketing sector We help our international client-base deliver integrated acquisition, CRM, and mCommerce campaigns and services through mobile Copyright Incentivated Limited 2011
    • Who we are Incentivated’s offering covers the full range of mobile technologies Copyright Incentivated Limited 2011
    • Who we areApps Consumers have downloaded more than 13 billion apps from the Apple App Store and Android Market in under three years 36.4% of people use mobile apps* >7m People download apps for their mobile phones *Excluding native games Source: comScore, January 2011 Copyright Incentivated Limited 2011
    • Who we areApps We build apps for all mobile devices and platforms  Either native (per platform) or cross-platform ‘web apps’  Both are integrated with client systems and supported by proprietary middleware  Development is entirely in-house Copyright Incentivated Limited 2011
    • Contents Who we are Growth in smartphones usage History of apps Golden rules in app creation Case study 1 – Waitrose Case study 2- Third party : Lynx stream Case study 3- Third party: Argos app Key takeaways Copyright Incentivated Limited 2011
    • Smartphones in the UKSmartphone use increases, but market is still dominated by non-smartphones Non-smartphones 61% Apple 10.7% Symbian 9.7% Google 9.1% RIM 7.1% Microsoft 1.6% Palm 0.1% Other smartphone 0.9% Smartphones 39% Source: comScore, 3 month average ending March 2011. Copyright Incentivated Limited 2011
    • Smartphones in the UKSmartphone usage continues to grow Number of smartphone subscribers in the UK (000’s) 20,000 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 2007 2008 2009 2010 2011Source: comScore, 3 month average ending March 2011. Copyright Incentivated Limited 2011
    • Global smartphone sales numbersSales continue to grow with Android and iOS the clear winners Number of global smartphone sales to end users, Q1 2011 (000’s) 1Q10 1Q11 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 Symbian BlackBerry (RIM) Android (Google) iOS (Apple) Microsoft Other OSSource: Gartner, May 2011, http://www.gartner.com/technology/home.jsp Copyright Incentivated Limited 2011
    • Use of mobile media18-24 age band are the most prolific users of mobile media features Index vs. population as a whole 13-17 18-24 25-34 35-44 45-54 250 200 150 100 50 0 Apps Mobile Internet Source: ComScore, Average number of subs for the 3 month ended June 10 Copyright Incentivated Limited 2011
    • Contents Who we are Growth in smartphones usage History of apps Golden rules in app creation Case study 1 – Waitrose Case study 2- Third party : Lynx stream Case study 3- Third party: Argos app Key takeaways Copyright Incentivated Limited 2011
    • History of apps- why develop an app? Research has shown that there is now a demographic that relies primarily on mobile apps to get them through the day:  Apps can be faster and more usable  Can render content quicker than sites  Easily accessible  Trend for consumers to browse app stores actively looking for new content, entertainment and new tools  They require very little hardware compared to computers.  Apps are always connected to the internet. Copyright Incentivated Limited 2011
    • Contents Who we are Growth in smartphones usage History of apps Golden rules in app creation Case study 1 – Waitrose Case study 2- Third party : Lynx stream Case study 3- Third party: Key takeaways Copyright Incentivated Limited 2011
    • Golden Rules in App CreationFrom the leading app developers in the mobile marketplace Customise for the device  developers needs to be aware of the limitations a smaller screen has on the overall experience. Think big  Building an app with a big audience in mind positions it well for wider adoption. Start free  For maximum exposure you need to make your app available to the masses early on to get adoption rates. “They say that money talks, but in the app world, FREE talks.” Copyright Incentivated Limited 2011
    • Golden Rules in App CreationFrom the leading app developers in the mobile marketplace Listen to your customer  Customers get irritated when common complaints about an app are not addressed in future version upgrades in reviews and ratings. Delight the user – word of mouth  Users will tell their friends and all contacts via social media if they rate the app. Copyright Incentivated Limited 2011
    • Contents Who we are Growth in smartphones usage History of apps Golden rules in app creation Case study 1 – Waitrose Christmas app Case study 2- Third party : Lynx stream Case study 3- Third party: Argos app Key takeaways Copyright Incentivated Limited 2011
    • The Waitrose Christmas app Objectives:  Build an innovative yet useful ‘kitchen tool’ mobile application  Give Waitrose’s customers the Charming ability to organise their Christmas  Recognised as part of Waitrose’s Traditional c 2010 Christmas campaign  Themed as charming, traditional and seasonal Seasonal  Built by YGLT Copyright Incentivated Limited 2011
    • Design requirements Fresh every day  Algorithms for refreshed content to make the customer want to open the app again and again. The app must be useful to the user and not just a one-off download  Practical turkey timer  Canapé calculator  Big Day Planner that drew upon intrinsic Apple and Android design features.  Recipes section featuring Delia and Heston  Full social media integration  Gift finder Copyright Incentivated Limited 2011
    • Functional solutions Copyright Incentivated Limited 2011
    • Full integration with Christmas strategyIn-store design Copyright Incentivated Limited 2011
    • ResultsKey stats 90,000 500,000 10% downloads in a recipe views viewed videos and month shared recipes Copyright Incentivated Limited 2011
    • ResultsHas the app succeeded? Apple gave this app commendation and praise  It featured in the application store for four weeks and it scored highly within top categories The Android Market also featured the app ‘App of the week’ in both the Apple and Android app stores simultaneously  This is the first branded app to achieve this The app was placed in the top 15 of the branded app charts for 2010 Awards: Meffys 2011 (highly commended), Marketing Society for Excellence Awards (highly commended) & The Blades (shortlisted) Copyright Incentivated Limited 2011
    • Key takeaways Shoppers now prefer to buy on mobile than their computers  mCommerce capability would have improved the usefulness of the app Reaching more consumers  The app was developed for iOS and Android platforms only. Developing for other platforms, including Java, BlackBerry and others, would have increased the reach of the app Copyright Incentivated Limited 2011
    • Contents Who we are Growth in smartphones usage History of apps Golden rules in app creation Case study 1 – Waitrose Christmas app Case study 2- Third party : Lynx stream Case study 3- Third party: Argos app Key takeaways Copyright Incentivated Limited 2011
    • What is Lynx Stream? What does it do?  It’s the equivalent of a micro Facebook wall for parties and events  Invite your friends to your Lynx Stream group via the iPhone or Android app  Track the night with pics, vids, check-ins, tweets, and more  Everyone in the group can contribute – everyone sees the same stream  See the incriminating evidence at thelynxstream.com when you’ve sobered up Copyright Incentivated Limited 2011
    • thelynxstream.com- the journey begins Copyright Incentivated Limited 2011
    • Desktop integrationhttp://www.thelynxstream.com/ Copyright Incentivated Limited 2011
    • What worksWhat have Razorfish & Unilever done differently with this app? It’s a useful social tool It’s relevant to the target market  Party, fun, drinks, more drinks…………. It adds value for the user  People forget what happens during the good times, so it’s a genuine solution to this real problem It immerses the user in the brand  Most branded apps offer few ways for the user to really get involved with the brand It associates the Lynx brand with good times  Conditions the user to ‘think fun, think Lynx’ Copyright Incentivated Limited 2011
    • What doesn’t workIt’s great, but… iPhone and Android only  Most of us don’t use these platforms and will be automatically excluded from the fun; reduces the usefulness of the app UK-only (so far)  Can’t party with your friends in other countries in real time Facebook achieves mostly the same result  & “everyone” is already on Facebook and has access to it on their phones Privacy?  What happens in Vegas… Copyright Incentivated Limited 2011
    • Key takeaways It’s no longer enough for brands (and agencies) to put out basic apps  Competition within app stores is too high for this now Questions to ask  How will this benefit the user?  Is it social?  How will this immerse the user with the brand?  Is it available to enough potential users (platform and distribution) Copyright Incentivated Limited 2011
    • Contents Who we are Growth in smartphones usage History of apps Golden rules in app creation Case study 1 – Waitrose Christmas app Case study 2- Third party : Lynx stream Case study 3- Third party: Argos app Key takeaways Copyright Incentivated Limited 2011
    • Case Study three: Argos appVirtual wallets are catching on..... Mobile purchases are on the rise: 47% of smartphone owners and 56% of tablet owners plan to purchase more products Device dictates behaviour: One-third of smartphone owners use their devices to make mobile purchases, while less than 10% of feature phone owners make purchases with theirs. Virtual wallets are catching on: A full 20% of smartphone owners have used their devices as a virtual wallet (we suspect many of these have done so with the Starbucks app) and 28% expect to do so more in the future. A quarter of tablet owners have used their tablets as a virtual wallet in stores. Copyright Incentivated Limited 2011
    • Case Study three: Argos appVirtual wallets are catching on..... Top 20 ranking  The Argos app has consistently ranked in the top 20 free applications on the iTunes app store.  It currently retains the top spot in the lifestyle category for free apps, above high street competitors and etailers, eBay and Amazon. Copyright Incentivated Limited 2011
    • Case Study three: Argos appAlmost the perefect app? What works  There is a text reminder service which integrates the app with the overall mobile experience  Provides latest price cuts within app  Price & stock checker.  Ability to reserve your products  Store opening times  Customer product reviews  Directions to your nearest store Copyright Incentivated Limited 2011
    • Contents Who we are Growth in smartphones usage History of apps Golden rules in app creation Case study 1 – Waitrose Christmas app Case study 2- Third party : Lynx stream Case study 3- Third party: Argos app Key takeaways Copyright Incentivated Limited 2011
    • Is there such a thing as the perfect app?Optmise your site for mobile first................. Not just yet  Having to choose one (or many) platforms to build your app for is costly.  “Web apps” still a new concept and a learning curve still exists for business and customers ….and the fact that if you only choose Apple or Android then you are excluding 61 % of the non- smartphone owning population.  ..and >80% of the UK as a whole Copyright Incentivated Limited 2011
    • Is there such a thing as the perfect app?Optmise your site for mobile first................. This leads us to conclude that optimising your website for mobile should be the your first priority and you should drive users to your mobile website with one touch of the screen through traditional marketing, social media or QR codes. Do you have continuously changing products and information? Will your users need or want to use your app daily or at least weekly? If the answer is “yes”, then consider designing the perfect app. Key Takeaways – Other key questions to ask:  How will this benefit the user?  Is it social?  How will this immerse the user with the brand?  Is it available to enough potential users (platform and distribution) Copyright Incentivated Limited 2011
    • Thank You Sian Fishwick Marketing Manager sianf@incentivated.com Incentivated 23 Curtain Road London EC2A 3LT Tel: 0845 130 3985(No code reader? Text CODE to62233 for a link to a readerappropriate for your phone)Copyright Incentivated Limited 2011 www.incentivated.com