Understanding mobile apps and mobile marketing

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An overview of why mobile apps are becoming increasingly important and the different options on the market

An overview of why mobile apps are becoming increasingly important and the different options on the market

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  • 1. October 2010 Transformational ICT An introduction to apps and mobile marketing
  • 2. Agenda
      • Why developing mobile content is important
      • Options for creating your mobile content
      • Differences between mobile websites and mobile apps
      • What is mobile marketing?
      • Other business applications for mobile technology
      • Real examples of businesses using mobile technology
      • Follow the presentation on your mobile http://bit.ly/bqB8Bl
  • 3. Why you cannot ignore mobile access "Smartphones will be more numerous than  PCs by 2012" "65% of all internet access will be from mobile devices by 2015" Mary Meeker, Technology Analyst, Morgan Stanley
  • 4. Key differences with mobile
      • Smaller screens
      • Slower processors
      • Less device memory
      • Less tolerance for slow loading pages as slower access speeds
      • More interactive tools
      • Different usage trends
      • Less time wasters?
  • 5. Classic examples  
  • 6. Which platform?   Global Mobile Browser Market Share   Source - admob.com iPhone   55% Blackberry   20% Windows Mobile   7% Android     6% Palm     6% Symbian     2%
  • 7. Future trends  
      • 7% of smartphone users accessed their browser in April 2010
      • 80% of smartphone users accessed applications.
      • Growth in browser usage up 111% in the past year
  • 8. Not just smartphones
    • Mobile access is no longer just about smartphones 
      • Apple iPad sold 3 Million in 80 days
      • Android Tablets now launched
      • Netbook sales start to decline
  • 9. Mobile development options
      • Do nothing - current site works OK
      • Mobile template for your existing website
      • New integrated mobile site
      • New stand alone mobile site
      • Mobile app
      • Hybrid mobile app
  • 10. Key differences between mobile websites and mobile apps
      • Ability to work online or offline
      • Create a reduced barrier to use
      • Frequency of use
      • The need for dynamic content
      • Need simpler user experience
      • Need to use device services like geo-location or push messaging
      • Want to market via the app store
  • 11. Mobile app vs mobile website   
  • 12. Your website on a mobile
      • Take a look at a browser emulator or an online simulator
      • Will illustrate the potential issues well
      • Download to your PC for more accurate testing
      • Use your mobile to check load speed and ease of use
  • 13. Development packages
      • Most open source websites have mobile templates available such as WordPress, Joomla & Magento
      • Self build app packages are becoming increasingly popular like AppMakr
      • Simple mobile website conversion packages like Skyweezer or Funkify
      • Development tools such as JQTouch, iWebkit help developers get involved
      • Development tools like PhoneGap enable creation of mobile apps for multiple platforms
      • Like conventional websites design sells
  • 14. What content works best on a mobile
      • News, blogs and updates
      • Simple forms
      • Large images for browsing
      • Offers / Vouchers
      • Search - try Google
      • Games & gadgets 
      • Lists & favourites
  • 15. Apps Store Marketing
      • Google’s Android has 95,000 apps
      • Apple’s iOS has 250,000 apps
      • Apple launched in May 2008
      • Over 60 million active app store users
      • Almost 3 billion apps downloaded - currently over 6.3 million iPhone apps are being downloaded every single day
      • 25% are now being paid for
      • In December 2009 each user downloaded 4.8 apps each
      • Now 41% games and 59% other
      • Android now has 1.3 billion apps downloaded 
  • 16. Mobile commerce
      • People are ordering products on their mobiles
      • Amazon and eBay have created their own apps
      • Have to consider payment processing more carefully
      • Native apps help streamline the shopping experience 
      • Template solutions available
  • 17. What is mobile marketing?
    • Mobile marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network
    • Mobile Marketing Association
        • Mobile marketing via SMS
        • Mobile marketing via MMS
        • In-game mobile marketing
        • Mobile web marketing (advertising)
        • Mobile marketing via bluetooth
        • Location-based services
        • App store
        • Direct push
        • Mobile SEO
  • 18. Mobile marketing tools
      • Vouchers
      • 2D bar codes
      • Push messaging
      • Geo location
      • Mobile search & SEO
      • Mobile advertising
      • Bluetooth
      • MMS and SMS
  • 19. Mobile media usage
      • Picture MMS, bluetooth and internet browsing are the top uses
      • 81% of users access mobile media at least once per week mostly from home.
      • Users feel content should be made specifically for mobile phones.
      • 72% of all mobile users place an emphasis on consistency and clarity.
      • The top three favoured ad formats are coupons, free, downloadable games, and local information.
      • Men use mobiles to surf more than women do.
      • The most popular content on mobile phones includes search engines and email with news coming in third.
      • However, more than half of all users have no specific purpose in mind while surfing.
    Source - Orange Exposure 2 Survey
  • 20. Other business applications
      • Job management
      • Navigation and tracking
      • Quotations and invoices
      • Information
      • Content upload
      • Recording
      • Signature capture
      • Audio, image and video capture
  • 21. Case studies & examples
      • Corgi Connect - high volume of mobile users so added a simple Word Press mobile template
      • Whoson Live Chat - in when you are out
      • Mashable - easy way to keep updated with the latest news
      • Northface - affordable mobile commerce using Magento Mobile
  • 22. Top mobile websites
    •  
      • BBC News
      • Flickr
      • Twitter
      • Delicious
      • BBC iPlayer
      • Wikipedia
      • Google Search
      • Google Maps
      • MocoSpace
      • Phone Zoo
  • 23. Top business apps
      • Google Mobile
      • Reqall
      • Tweetdeck for Social Networking
      • WordPress Blogger
      • Kashflow
      • Audio Boo
      • Keeper
      • Geo Tasks
      • Analytics
      • Roambie
  • 24. How can you get involved?
      • Talk to your customers and team
      • Share this presentation @ http://bit.ly/bqB8Bl
      • View this presentation on your mobile
      • Test mobile search & competitors sites on your mobile or browser emulator
      • Plan your content - what will people want
      • Is there an internal application?
      • Discuss development options
      • Don't get left behind