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New digital products special session 01 dec11
New digital products special session 01 dec11
New digital products special session 01 dec11
New digital products special session 01 dec11
New digital products special session 01 dec11
New digital products special session 01 dec11
New digital products special session 01 dec11
New digital products special session 01 dec11
New digital products special session 01 dec11
New digital products special session 01 dec11
New digital products special session 01 dec11
New digital products special session 01 dec11
New digital products special session 01 dec11
New digital products special session 01 dec11
New digital products special session 01 dec11
New digital products special session 01 dec11
New digital products special session 01 dec11
New digital products special session 01 dec11
New digital products special session 01 dec11
New digital products special session 01 dec11
New digital products special session 01 dec11
New digital products special session 01 dec11
New digital products special session 01 dec11
New digital products special session 01 dec11
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New digital products special session 01 dec11

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  • 1. Your brand seen through the eyesof an iphone user Ernst & Young London - December 1st, 2011 based on:
  • 2. Smartphones and Apps:A booming market Smartphones Mobile AppsBooming Android „Gartner forecasts that by 2014, there will be more than 70 billion mobile application downloads from app stores every year. This will grow from a consumer-only phenomena to an enterprise focus. With enterprise app stores, the role of IT shifts from that of a centralized planner to a market manager providing governance and brokerage services to users and potentially an cosystem to upportentrepreneurs. Enterprises should use a managed diversity approach to focus on app store efforts and segment apps by risk and value“ Quelle: Gartner
  • 3. Smartphones and Apps
  • 4. New challenges and opportunities • Apps become a major customer touchpoint • Apps attract consumer and business customers • An unmanaged app portfolio is like an unmanaged brand • App consultancy and audits is a growing business
  • 5. This is not a.....
  • 6. What if your brand had many apps...?
  • 7. Action: Manage your portfolio of apps!• What is your portfolio• Finding an app on the phone• Icons and app names• Publisher names and app store accounts• App marketing toolbox
  • 8. App Store accounts• Nike, Inc• Nike ItalyIcons and names• Nike brand logo• partly explanatory namesNote• Nike/Apple hardware partnership
  • 9. App Store accounts• PUMA Japan K.K• PUMA AGIcons and names• no real branding
  • 10. App Store accounts• adidas AG• adidas eyewear• adidas international, Inc• adidas Japan K.K.• agenciesIcons and names• 6 x brand logo• explanatory names
  • 11. A clear message to customers? trackName artistName sellerName adidas Originals adidas International, Inc. adidas Group adidas Urban Art Guide adidas AG adidas AG miCoach adidas International, Inc. adidas Group adidas Super 64 adidas Super 64 Michael Flynn SILHOUETTE adidas eyewear adidas eyewear International Schmied AG adidas reader IPS Pirates IPS Pirates adidas大学 adidas Japan K.K. adidas Japan アディダス時限クーポン adidas Japan K.K. adidas Japan ID LEW_LARA/TBWA adidas shake IDTBWA INTERNET PROPAGANDA
  • 12. iTunes: publisher names
  • 13. Different views
  • 14. Some industries & brands are advanced • Automotive • Mobile Operators • Coca Cola • Games
  • 15. Automotive: AudiFind an app on the phone
  • 16. Automotive: Audi Mobile WebsiteWebsite
  • 17. Automotive: Audi Each app is represented:A proper landing page for apps related topics
  • 18. App portfolio management basics✓ App icon design guidelines✓ App naming guidelines✓ Manage categories, keywords and descriptions✓ One App Store account for all brand apps✓ One landing page/support page for all brand apps✓ App monitoring and reporting✓ Customer support and feedback structure✓ Provide guidelines and tools for 3rd parties making use of your app
  • 19. App & serviceportfolio managament tools and topicsService proposition Launch promotion• uniqueness • sneak peek preview• target audiences • beta testing• competition • promo codes• message • forums & communities• benefit• relevanceApp design Promotion packages• icon consistency • press release• tested icon design • twitter & facebook• app usability • custom twitter account• app sensor usage• situation & context aware design App • Facebook Fan Page • review sites submission• user centricity • promotional pricing• mobile websites • banner for apps • in-market app trackingApp store optimisation • in-app analysis• competitive research • app store SEO• app description • app website promotion• keyword write and research • web SEO• category research • teaser youtube video• screenshots • web support pages• app pricing • mobile websites• updates• reviews & ratings
  • 20. And this is the real challenge...

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