Alex jubien-think mobile

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Alex jubien-think mobile

  1. 1. Deep linking @AlexJubien
  2. 2. @AlexJubien
  3. 3. Pioneer of mobile development
  4. 4. 2003 - 2007 Games
  5. 5. 2003 - 2007 Games Apps
  6. 6. Deezer 2008 - 2012 (main competitor of Spotify)
  7. 7. Deezer Viadeo 2008 - 2012 (main competitor of Spotify) (main competitor of Linkedin)
  8. 8. ThinkMobile Mobile Strategy Consulting
  9. 9. 2010 at Deezer: Project ‘Url Handler’
  10. 10. The issue
  11. 11. Why does it happen? HTTP URLs are not supported by apps / no standard format for URL in apps
  12. 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. 13. What the hell is deep linking?
  14. 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. 15. Example: specific ad Your appAnother app
  16. 16. Ad2App Your app What Deep Linking allows:
  17. 17. Ad2App SMS2App Your app StockApp : CLGC – 10%, wanna buy? http://stockapp.com/ 12345 What Deep Linking allows:
  18. 18. Ad2App SMS2App QR2App Your app StockApp : CLGC – 10%, wanna buy? http://stockapp.com/ 12345 What Deep Linking allows:
  19. 19. Ad2App Email2App SMS2App QR2App Your app StockApp : CLGC – 10%, wanna buy? http://stockapp.com/ 12345 What Deep Linking allows:
  20. 20. Ad2App Web2App Email2App SMS2App QR2App Your app StockApp : CLGC – 10%, wanna buy? http://stockapp.com/ 12345 What Deep Linking allows:
  21. 21. Ad2App Social2App Web2App Email2App SMS2App QR2App Your app StockApp : CLGC – 10%, wanna buy? http://stockapp.com/ 12345 What Deep Linking allows:
  22. 22. What Deep Linking allows: Ad2App App2App Social2App Web2App Email2App SMS2App QR2App Your app StockApp : CLGC – 10%, wanna buy? http://stockapp.com/ 12345
  23. 23. Deep Linking = Everything2App
  24. 24. Leverage your digital marketing efforts also for your apps
  25. 25. How it works / Url Scheme
  26. 26. Url Scheme A technical mechanism to launch an app, with parameters myapp://myparameters?yy=zz
  27. 27. Url Scheme A technical mechanism to launch an app, with parameters myapp://myparameters?yy=zz Ex.: fb://, skype://, deezer://, spotify://, …
  28. 28. Url Scheme twitter://user?screen_name=AlexJubien QR Code made with
  29. 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. 30. How it works / Flow
  31. 31. Click   Desktop  web   Mobile?   Yes   No   Analyze     User  Agent   www.myDomain.com/content/xyz  
  32. 32. App  Store   App   Installed ?   No   IOS  /   Android   ?   Google  Play   Android   iOS  
  33. 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. 34. Focus: Social2App / Growth Hacking
  35. 35. Viral mechanics Production ! Consumption
  36. 36. Viral mechanics Production ! Consumption Features in product lead users to share contents on social networks
  37. 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. 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. 39. Social2App Download Deezer Launch app
  40. 40. Social2App AppStore   Download Deezer Launch app INSTALL Sharings generates downloads
  41. 41. Social2App AppStore   App   Download Deezer Launch app INSTALL and re-engagement
  42. 42. Social2App AppStore   App   Cookie used to record choice Download Deezer Launch app INSTALL
  43. 43. iOS Smart App Banner •  Allows deep linking •  But quite no publisher do it right! •  Not multi-platform •  Can’t remember choice
  44. 44. Resources
  45. 45. Related frameworks / tools (acquired by Yahoo!) APPURL URX
  46. 46. Related frameworks / tools (acquired by Yahoo!) Do you really need them? => at least, ensure your techies study them APPURL URX
  47. 47. Facebook / App Links Facebook doc
  48. 48. Twitter App Card •  Proprietary mechanisms for rich media formats in their native apps •  Twitter doc
  49. 49. Google App Indexing Search results on Android open app directly! (doc)
  50. 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. 51. •  Quixey / AppUrl: ‘The Problem’ (part 1) – Article •  Quixey / AppUrl: ‘The Solution’ (part 2) – Article Some articles
  52. 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. 53. Recommendations
  54. 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. 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. 56. Advanced •  Want to get big on mobile? => Grab your techies and build your own deep linking routing platform! •  Remember UX should prevail
  57. 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. 58. For your techies
  59. 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. 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. 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. 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/

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