Finding the sweet spot for mobile apps - what do consumers want from an application? Andrew Grill, Mobile & Social Media Evangelist 118 Awards 2009

What do consumers want from a mobile application? Works on my phone (no idea what model it is) Easy to download (app store vs direct) Useful (I would use it regularly) Free or low cost Simple to use (I don’t read instructions) Minimal branding or pop-ups

Works on my phone (no idea what model it is)

Easy to download (app store vs direct)

Useful (I would use it regularly)

Free or low cost

Simple to use (I don’t read instructions)

Minimal branding or pop-ups

What your mobile says about you

The MadMen need to change their approach

What’s wrong with this picture ?

The advertising world has to change

Ad avoidance

Imagine if advertising was personal

Branded Utility

Branded applications

Barclaycard waterslide game

Barclaycard waterslide game

Branded experiences

In game advertising

IBM augmented reality at Wimbledon

What does this mean for directory/location apps?

Finder / directory iPhone apps

Finder / directory iPhone apps

Yell.com iPhone app

Promotion – app store or direct?

Campaigns must be measurable

Mobile Secrets

Mobile secret #1 “ Mobile operators don’t collect the information advertisers need”

“ Volkswagen spend ONE PERCENT of their DIGITAL budget on mobile” VW CRM Manager May 2009

“ P&G spent just 0.17% of their advertising budget on mobile in 2008” Informa /Ogilvy / Acision paper bit.ly/ad2020

Mobile secret #2 “ we’re not interested in CPM or click-through rates…we just want to sell products” Brand Manager FMCG 2008

“ Ultimately advertising must sell...or else” David Ogilvy

Mobile secret #3 “ we don’t need a mobile site”

Mobile secret #4 “ Small is beautiful with mobile”

The changing face of advertising

Mobile secret #5 “ Unless we heed the 3 Ps of mobile it will never take off as a medium”

Permission Privacy Preference

Permission people will decide what they see / receive / engage with Privacy Preference

Permission Privacy people will decide where their data is and how it is used Preference

Permission Privacy Preference people will decide what content they find relevant. Inference and assumption has a limited lifespan

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