Alex jubien-think mobile
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Alex jubien-think mobile Presentation Transcript

  • 1. Deep linking @AlexJubien
  • 2. @AlexJubien
  • 3. Pioneer of mobile development
  • 4. 2003 - 2007 Games
  • 5. 2003 - 2007 Games Apps
  • 6. Deezer 2008 - 2012 (main competitor of Spotify)
  • 7. Deezer Viadeo 2008 - 2012 (main competitor of Spotify) (main competitor of Linkedin)
  • 8. ThinkMobile Mobile Strategy Consulting
  • 9. 2010 at Deezer: Project ‘Url Handler’
  • 10. The issue
  • 11. Why does it happen? HTTP URLs are not supported by apps / no standard format for URL in apps
  • 12. Why does it happen? HTTP URLs are not supported by apps / no standard format for URL in apps => Deep linking is the solution
  • 13. What the hell is deep linking?
  • 14. What the hell is deep linking? A way to open an app directly to a specific section or content, thanks to a link
  • 15. Example: specific ad Your appAnother app
  • 16. Ad2App Your app What Deep Linking allows:
  • 17. Ad2App SMS2App Your app StockApp : CLGC – 10%, wanna buy? http://stockapp.com/ 12345 What Deep Linking allows:
  • 18. Ad2App SMS2App QR2App Your app StockApp : CLGC – 10%, wanna buy? http://stockapp.com/ 12345 What Deep Linking allows:
  • 19. Ad2App Email2App SMS2App QR2App Your app StockApp : CLGC – 10%, wanna buy? http://stockapp.com/ 12345 What Deep Linking allows:
  • 20. Ad2App Web2App Email2App SMS2App QR2App Your app StockApp : CLGC – 10%, wanna buy? http://stockapp.com/ 12345 What Deep Linking allows:
  • 21. Ad2App Social2App Web2App Email2App SMS2App QR2App Your app StockApp : CLGC – 10%, wanna buy? http://stockapp.com/ 12345 What Deep Linking allows:
  • 22. What Deep Linking allows: Ad2App App2App Social2App Web2App Email2App SMS2App QR2App Your app StockApp : CLGC – 10%, wanna buy? http://stockapp.com/ 12345
  • 23. Deep Linking = Everything2App
  • 24. Leverage your digital marketing efforts also for your apps
  • 25. How it works / Url Scheme
  • 26. Url Scheme A technical mechanism to launch an app, with parameters myapp://myparameters?yy=zz
  • 27. Url Scheme A technical mechanism to launch an app, with parameters myapp://myparameters?yy=zz Ex.: fb://, skype://, deezer://, spotify://, …
  • 28. Url Scheme twitter://user?screen_name=AlexJubien QR Code made with
  • 29. Issues •  Not a standard •  Not multi-platform •  Not a HTTP url / crappy fail when not handled: •  Desktop web browser •  App is not installed •  …
  • 30. How it works / Flow
  • 31. Click   Desktop  web   Mobile?   Yes   No   Analyze     User  Agent   www.myDomain.com/content/xyz  
  • 32. App  Store   App   Installed ?   No   IOS  /   Android   ?   Google  Play   Android   iOS  
  • 33. Android  URL   Intent  Filter   App  Store   App   Installed ?   Yes   No   IOS  /   Android   ?   Google  Play   IOS  /   Android   ?   Android   iOS   Web  redirect   myApp://content/xyz   iOS   Android  
  • 34. Focus: Social2App / Growth Hacking
  • 35. Viral mechanics Production ! Consumption
  • 36. Viral mechanics Production ! Consumption Features in product lead users to share contents on social networks
  • 37. Viral mechanics Production ! Consumption Features in product lead users to share contents on social networks Consumption of these contents generates acquisition or retention (and thus more production)
  • 38. => Benefits both for users and for the digital service Viral mechanics Production ! Consumption Features in product lead users to share contents on social networks Consumption of these contents generates acquisition or retention (and thus more production)
  • 39. Social2App Download Deezer Launch app
  • 40. Social2App AppStore   Download Deezer Launch app INSTALL Sharings generates downloads
  • 41. Social2App AppStore   App   Download Deezer Launch app INSTALL and re-engagement
  • 42. Social2App AppStore   App   Cookie used to record choice Download Deezer Launch app INSTALL
  • 43. iOS Smart App Banner •  Allows deep linking •  But quite no publisher do it right! •  Not multi-platform •  Can’t remember choice
  • 44. Resources
  • 45. Related frameworks / tools (acquired by Yahoo!) APPURL URX
  • 46. Related frameworks / tools (acquired by Yahoo!) Do you really need them? => at least, ensure your techies study them APPURL URX
  • 47. Facebook / App Links Facebook doc
  • 48. Twitter App Card •  Proprietary mechanisms for rich media formats in their native apps •  Twitter doc
  • 49. Google App Indexing Search results on Android open app directly! (doc)
  • 50. Deferred Deep Linking •  Uses ad tracking technologies •  Allows to open app directly to the right content or section at 1st launch AFTER INSTALL •  Tapstream tech / Article
  • 51. •  Quixey / AppUrl: ‘The Problem’ (part 1) – Article •  Quixey / AppUrl: ‘The Solution’ (part 2) – Article Some articles
  • 52. •  Quixey / AppUrl: ‘The Problem’ (part 1) – Article •  Quixey / AppUrl: ‘The Solution’ (part 2) – Article •  HasOffers: ‘Past, present and future of mobile marketing’ – Article •  Facebook: ‘An industry standard for linking on mobile’ – Article •  AppTweak: ‘The future of deep linking from app to app’ – Article Some articles
  • 53. Recommendations
  • 54. Simple and cheap •  Rely on your website (desktop or mobile) •  Implement iOS Smart App banner (the right way!) •  Use intent filter on Android
  • 55. Simple and cheap •  Rely on your website (desktop or mobile) •  Implement iOS Smart App banner (the right way!) •  Use intent filter on Android •  Suboptimal, many issues (UX, not flexible, not suited for ads, bad tracking, …) •  Costs on app side, quite no maintenance
  • 56. Advanced •  Want to get big on mobile? => Grab your techies and build your own deep linking routing platform! •  Remember UX should prevail
  • 57. Advanced •  Want to get big on mobile? => Grab your techies and build your own deep linking routing platform! •  Remember UX should prevail •  Add support for FB App Links, Twitter App Cards, Google App Indexing •  Use these slides as your cookbook!
  • 58. For your techies
  • 59. Tricky points •  App has to be able to launch on any section or content •  Nicely handle what is supported… and what isn’t! (implement a fallback? – at least, track failures) •  Fragmentation and maintenance •  Proper tracking is hard to build! •  Particular case when app is uninstalled
  • 60. Reco on URL Scheme •  AppURL recommends not using schemes like yelp, imdb or spotify. These schemes may look nice, but there's no system for avoiding naming conflicts with them. •  Instead, AppURL recommends you use your website's (sub)domain as your scheme.
  • 61. Crappy tinkering •  To detect if app in installed from Javascript : "  http://stackoverflow.com/questions/1108693/is-it-possible-to-register- a-httpdomain-based-url-scheme-for-iphone-apps-like/ 1109200#1109200 "  http://stackoverflow.com/questions/13044805/how-to-check-if-an- app-is-installed-from-a-web-page-on-an-iphone "  http://jesseditson.com/clean-ish-mobile-web-deep-linking-for-ios- and-android "  http://fokkezb.nl/2013/09/20/url-schemes-for-ios-and-android-2/
  • 62. Various •  A directory of URLSchemes: http://handleopenurl.com/ •  A proxy-standard for app to app communication / using part of an app in another one: http://x-callback-url.com/