Gemma Ravensdale - BEN Apps for Business

A Purposeful App Gemma Ravensdale - Planning Director Developing smartphone applications for your business and brands

Mubaloo
Bespoke App Solutions for Businesses and Brands
40 Staff, 50 Apps and counting
London, Bristol, Berlin, Helsinki, New York

Application Strategy
“ We’d like to dip our toe in the water… where shall we begin?”
Review and definition of the mobile strategy:
Who's it for
It’s role within the business
How to measure success
“ What are the potential revenue streams?”
“ How big is the potential audience?”
“ How does this sit alongside my other services / marketing activity?”

Application Scope
“ I guess it’s not so simple as condensing our existing website?”
Definition of the scope:
UX – Business & Audience requirements
Prioritisation of functionality and content
“ What functionality is possible within the various mobile platforms?”
“ What experience can we offer to our customers?”
“ How much would it cost to do X?”

A focus on Purpose
“ Is Purpose the new Proposition ?”
Brand Experience
Increase relevance
Listen and interact
Build momentum
Service Extension
Increase reach
Improve accessibility
Build reliance
A Purposeful App

The Role of an App

The Role of an App
Service extension
Marketing tactic
A channel in itself
Sales tool
Internal tool
Brand experience
Hardware extension
Info on the move
A taster
Drive acquisition
Build PR
Engagement-led
Entertainment / Events
Supports less formal comms
Up to date
Intuitive
Capture data on the move
Supporting internal comms
Building efficiencies

Top 5 Tips for a Purposeful App

Top 5 tips for a Purposeful App
A purposeful app...
Does not translate your offering – Instead it should evolve it
Keeps it simple
Recognises it’s role within the broader business offering
Offers a two way value transaction
Learns from user behaviour and responds
VALUE Value Complexity Y N

Meeting Commercial Targets

Meeting Commercial Targets
Monetisation
In-app purchases
Partner promotion
Promotion of premium apps
Subscription services
Momentum
Educate internal teams
Make the most of existing assets
Seed among prime advocates ahead of “stretch” audience

Many thanks for your time Embassy House Queen’s Avenue Bristol BS8 1SB 85 Strand London WC2R 0DW 280 Madison Ave # 912 New York NY 10016 USA Gemma Ravensdale [email_address] 0117 973 3983 Keilasatama 3 Espoo, 02150 Finland Potsdamer Platz 10 Berlin 10785 Germany

Gemma Ravensdale - BEN Apps for Business

by Science City Bristol on Mar 02, 2011

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Gemma Ravensdale - BEN Apps for Business — Presentation Transcript