30 January 2015 LBi 1
Benoit Lips – CVO LBi
Mobile Madness…
30/01/2015 LBi 2
Or, Why your business
needs a mobile strategy ?
“We know 25%of the world is online now,
but the next 75% will mostly get
online via mobile"
B. Rangaiah, Unilever VP of gl...
30/01/2015 LBi 4
The market is saturated… 120%
of population already has a mobile …
… and it will increase up to 140% in 2014
30 January 20...
From simple inexpensive, to gold coated
devices… and many specialized phones…
30/01/2015 LBi 6
(Hopefully) it’s a replacement market
16% of devices already pda, smartphone
50% will be smartphone in 2 years
30 January ...
30/01/2015 LBi 8
With smartphones, there are only
to give only phone calls 3%
30/01/2015 LBi 9
What do they do, than, with those
smartphones ?
30 January 2015 LBi 10
Most used :
Search 48%
30/01/2015 LBi 11
2nd most used :
Social Media 42%
Mobile Facebook users are
twice as active
as non-mobile users
30 January 2015 LBi 12
They download apps to
enhance functionalities
Average installed apps : 22+
30/01/2015 LBi 13
Smartphone apps are the
new « way of life »!
30/01/2015 LBi 14
Even US Armyhas an app…
It’s not the « mobile revolution »,
it’s the « Smartphone +
Online + Apps»
revolution
30/01/2015 LBi 15
16
Let’s have a
look at this
Apps market
3.000.000.000
(billion) apps downloaded on Apple App store
in 18 months
500 million apps downloaded
every month
30/01/2015 LBi 19
The growth in popularity of mobile apps
The Apple eco-system
20LBi30 January 2015
Applications
iPhone – iPod touch
iTunes Store
Music iPod
Books
iPad
On July 11, ...
The app stores dynamic
21LBi30 January 2015
itunes app store iPhone – iPod touch
Androïd Market
14% of mobile subscribers ...
30/01/2015 LBi 22
iPhone apps will remain dominant,
Android in 2nd place
Apps download (in million)
Mobile app strategy options
Q1. Are apps a strategic priority for us?
Q2. Do we build our own app and/or leverage
existing...
Q1. Are apps a strategic priority for us?
The goal of apps for most organisations is to
increase awareness and sales…
For ...
Can be a « branded utility » like this
ATM Finder
30/01/2015 LBi 25
Or … your car !
If you have the right car, you can
even control it!
And if you crash it…
You can start filling your claim … onsite
British Gas
Q2. Do we build our own app and/or leverage
existing apps ?
Creating an app is only one of the marketing options
– licensi...
32LBi30 January 2015
Scannez, comparez les prix et économisez !
Cette application vous permet, à l'aide de
l'appareil phot...
Thousands
of Brands …
SHOP STYLE
Jump to online
store (web) for
partner store
Voucher Cloud (UK)
30/01/2015 35
Voucher Cloud (UK)
30/01/2015 36
Q3. Free or paid apps?
Retailers will generally offer free apps offering choice
and convenience in return for loyalty.
Bra...
Q4. Which category of application to target?
30/01/2015 LBi 38
Q5. How to best promote mobile apps?
30/01/2015 LBi 39
Q5. How to best promote mobile apps?
The most popular methods of app discovery are
1. Searching the app store
2. Recommend...
Q6. How to refine apps in line with feedback.
The success of apps is very dependent on feedback
in the App stores and the ...
Thank You!
To summarize :
Q1. Are apps a strategic priority for us?
Q2. Do we build our own app and/or leverage
existing apps ?
Q3. F...
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DMF10 - Mobile Madness

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  • Mobile Facebook users are twice as active than non-mobile users
  • The growth in popularity of apps for the iPhone has been amazing with Apple announcing in January 2010 that 3 billion apps had been downloaded in the 18 months following the launch of the AppStore. Growth has been maintained through 2010

    The figures in the chart above from iPhoneDev are compiled a summary of the growth based on official figures from the Apple App Store and showed these fascinating characteristics of Apps from the App Store in June 2010:
    Number of apps downloaded per month = 500M
    The number iOS users = 100 Million
    Average number of apps downloaded by an iOS user = 5 per month
    Of which paid apps are 25% i.e. 1.25 apps
    Average spend by an iOS user = 1.25*$1.25 = $1.5 per month
    Total paid apps sales amount = $1.5*100M = $150M
  • On July 11, 2008 the store opened, allowing users to buy applications and transfer them to an iPhone or iPod Touch with the iPhone 2.0 software update, which became available through iTunes on the same day. Ten million applications were downloaded the first weekend.
    On January 16, 2009, Apple announced on its website that 500 million applications had been downloaded. The billionth application was downloaded on April 23, 2009
  • Of course, the Apple App Store has grabbed a lot of the headlines, and rightly so, but there are many rival smartphone operating systems which are worth considering. This compilation from ABI research shows a clear prediction that the Android will be in second place, but significantly behind the iPhone with others such as Nokia/Symbian and Blackberry OS not far behind. So if you have to select one OS, Apple is a clear winner. But there may be case where other audiences should be considered.

    For example, Tesco recently launched a Nokia Grocery App (http://www.tesco.com/apps/) in advance of  it’s iPhone app to reach the substantial audience of non iPhone users.
  • The goal of apps for most organisations will be to increase awareness and sales, or for publishers revenue from advertising or subscriptions.
    For many companies, this won’t be a priority because they will have to put budget into higher priority areas such as improving the experience on site or in their social network presence. Owing to volume of users reached through these other platforms incremental improvements here are likely to give better returns. But the figures presented above show the potential benefits of apps to marketers in reaching audiences and potentially in selling apps, although the latter will be generally limited to publishers or specialist software developers. For these types of organisations, apps are likely to be a priority.
  • Take me to my car : One-button interface for marking car location; interfaces with Google map app for directions, can be used to mark locations other than parked cars.
  • Creating an app is only one of the marketing options – advertising and sponsorship options may be a more cost-effective method to build reach and awareness of a brand. A good example of sponsorship fit is the Canon Sponsorship of the excellent Guardian Eyewitness phototgraphy app. We also have the new in-app advertising including iAds from Apple and Google Adsense equivalents (made possible through its acquisition of the AdMob network) although we are not sure of any results from those yet.
  • Retailers will generally offer free apps offering choice and convenience in return for loyalty. Brands offering entertainment will likely also go the free route to increase customer engagement. But for publishers or software houses, a freemium approach of free app showcasing the serivce and paid app for improved features or content is the standard approach.
  • As you would expect, accessing social networks and music via apps is popular, but for  most organisations, you can see from the chart below that Games and Entertainment are the main options.
  • Your options for marketing apps are illustrated well by this chart of preference for finding out about apps for smartphones which shows that the most popular methods of app discovery are
    1. Searching the app store
    2. Recommendations from friends and family
    3. Mention on device or network carrier page
    4. Email promotion
    5. Offline mention in TV and print.
  • Your options for marketing apps are illustrated well by this chart of preference for finding out about apps for smartphones which shows that the most popular methods of app discovery are
    1. Searching the app store
    2. Recommendations from friends and family
    3. Mention on device or network carrier page
    4. Email promotion
    5. Offline mention in TV and print.
  • The success of apps is very dependent on feedback in the App stores and the need to fix bugs and add enhancements to compete shows the need for an ongoing development cycle with frequent updates. A whole new area of app analytics and new solutions will no doubt develop but a challenge with apps similar to that of Flash apps before them is that measurement functionality needs to be specified in advance. Careful review of hurdle rates for % user base who are using the app or its different function is going to be a KPI here
  • DMF10 - Mobile Madness

    1. 1. 30 January 2015 LBi 1 Benoit Lips – CVO LBi Mobile Madness…
    2. 2. 30/01/2015 LBi 2 Or, Why your business needs a mobile strategy ?
    3. 3. “We know 25%of the world is online now, but the next 75% will mostly get online via mobile" B. Rangaiah, Unilever VP of global planning 30 January 2015 LBi 3
    4. 4. 30/01/2015 LBi 4
    5. 5. The market is saturated… 120% of population already has a mobile … … and it will increase up to 140% in 2014 30 January 2015 LBi 5
    6. 6. From simple inexpensive, to gold coated devices… and many specialized phones… 30/01/2015 LBi 6
    7. 7. (Hopefully) it’s a replacement market 16% of devices already pda, smartphone 50% will be smartphone in 2 years 30 January 2015 LBi 7
    8. 8. 30/01/2015 LBi 8 With smartphones, there are only to give only phone calls 3%
    9. 9. 30/01/2015 LBi 9 What do they do, than, with those smartphones ?
    10. 10. 30 January 2015 LBi 10 Most used : Search 48%
    11. 11. 30/01/2015 LBi 11 2nd most used : Social Media 42% Mobile Facebook users are twice as active as non-mobile users
    12. 12. 30 January 2015 LBi 12 They download apps to enhance functionalities Average installed apps : 22+
    13. 13. 30/01/2015 LBi 13 Smartphone apps are the new « way of life »!
    14. 14. 30/01/2015 LBi 14 Even US Armyhas an app…
    15. 15. It’s not the « mobile revolution », it’s the « Smartphone + Online + Apps» revolution 30/01/2015 LBi 15
    16. 16. 16 Let’s have a look at this Apps market
    17. 17. 3.000.000.000 (billion) apps downloaded on Apple App store in 18 months
    18. 18. 500 million apps downloaded every month
    19. 19. 30/01/2015 LBi 19 The growth in popularity of mobile apps
    20. 20. The Apple eco-system 20LBi30 January 2015 Applications iPhone – iPod touch iTunes Store Music iPod Books iPad On July 11, 2008 the store opened. 10 millions app downloaded the first week end. 6 months later : 500 millions app downloaded. 9 months after opening : 1 billion apps downloaded…
    21. 21. The app stores dynamic 21LBi30 January 2015 itunes app store iPhone – iPod touch Androïd Market 14% of mobile subscribers have downloaded an app in the last 30 days Average number of apps: Smartphone: 22 - BlackBerry: 10 - iPhone: 37 - Android: 22 - Palm: 14 - Windows Mobile: 13 And Nokia, Palm, Windows, ….
    22. 22. 30/01/2015 LBi 22 iPhone apps will remain dominant, Android in 2nd place Apps download (in million)
    23. 23. Mobile app strategy options Q1. Are apps a strategic priority for us? Q2. Do we build our own app and/or leverage existing apps ? Q3. Free or paid apps? Q4. Which category of application to target? Q5. How to best promote mobile apps? Q6. How to refine apps in line with feedback. 30/01/2015 LBi 23
    24. 24. Q1. Are apps a strategic priority for us? The goal of apps for most organisations is to increase awareness and sales… For many companies, developing apps won’t be a priority But the figures presented before show the potential benefits of apps to marketers in reaching audiences… 30/01/2015 LBi 24
    25. 25. Can be a « branded utility » like this ATM Finder 30/01/2015 LBi 25
    26. 26. Or … your car !
    27. 27. If you have the right car, you can even control it!
    28. 28. And if you crash it…
    29. 29. You can start filling your claim … onsite
    30. 30. British Gas
    31. 31. Q2. Do we build our own app and/or leverage existing apps ? Creating an app is only one of the marketing options – licensing and rebranding existing apps or advertising and sponsorship options may be a more cost-effective method to build reach and awareness of a brand 30/01/2015 LBi 31
    32. 32. 32LBi30 January 2015 Scannez, comparez les prix et économisez ! Cette application vous permet, à l'aide de l'appareil photo de votre iPhone, de scanner les codes barres présents sur les emballages de produits de grande consommation. Vous pourrez comparer en un clin d'oeil les prix pratiqués par les marchands du web.
    33. 33. Thousands of Brands … SHOP STYLE
    34. 34. Jump to online store (web) for partner store
    35. 35. Voucher Cloud (UK) 30/01/2015 35
    36. 36. Voucher Cloud (UK) 30/01/2015 36
    37. 37. Q3. Free or paid apps? Retailers will generally offer free apps offering choice and convenience in return for loyalty. Brands offering entertainment or customer servicing will likely also go the free route to increase customer engagement. But “freemium” model showcasing the service (paid for improved features) is an option to be considered. 30/01/2015 LBi 37
    38. 38. Q4. Which category of application to target? 30/01/2015 LBi 38
    39. 39. Q5. How to best promote mobile apps? 30/01/2015 LBi 39
    40. 40. Q5. How to best promote mobile apps? The most popular methods of app discovery are 1. Searching the app store 2. Recommendations from friends and family 3. Mention on device or network carrier page 4. Email promotion 5. Offline mention in TV and print 30/01/2015 LBi 40
    41. 41. Q6. How to refine apps in line with feedback. The success of apps is very dependent on feedback in the App stores and the need to fix bugs and add enhancements to compete, shows the need for an ongoing development cycle with frequent updates 30/01/2015 LBi 41
    42. 42. Thank You!
    43. 43. To summarize : Q1. Are apps a strategic priority for us? Q2. Do we build our own app and/or leverage existing apps ? Q3. Free or paid apps? Q4. Which category of application to target? Q5. How to best promote mobile apps? Q6. How to refine apps in line with feedback. 30/01/2015 LBi 43

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