Rock mobile!
!
Hugo Pibernat	

!
@hugopibernat	

hugo.pibernat@gmail.com	

!
Barcelona	

September 2013
A story of love...
Put everything you have into everything you do.
Ingredients
Common senseKnowledge
DataTechnology
Why
What
How
Why
What
How
“Is not What you do, is Why you do it.”
Simon Sinek
1:5
Only 1 in 5 phones is a smarphone
Apps
• Multitouch	

• Better performance	

• Rich interfaces	

• AppStore presence	

• Push Notifications
Why iOS first?
Business models
¿Why is mobile a
revolution?
New B2C channel
Direct return
Virtual GoodsLicenses
The user pays
Direct return
Virtual GoodsLicenses
The user pays
Direct return
Virtual GoodsLicenses
The user pays
Indirect return
Value generationAdvertisement
A third party pays
Indirect return
Value generationAdvertisement
A third party pays
Indirect return
Value generationAdvertisement
A third party pays
How do you generate value?
Some numbers
• Square: processes $25 million/day	

• Angry Birds: +1billion/downloads	

• Instagram: +100 million users
Exercise
Is it always positive to have more users?
Mobile usage
How much?
8% video hours	

!
15% internet traffic
40% any-age users read the news
Top 100 grossing
apps for iOS
Paid 34% vs. 64% Free
Top 100 grossing
apps for iOS
Paid 34% vs. 64% Free
No In App Purchase 7% vs. 93% InApp Purchase
Top 100 grossing
apps for iOS
Paid 34% vs. 64% Free
No In App Purchase 7% vs. 93% InApp Purchase
Non games 17% vs. 83% Gam...
Advertising
Advertising
• ~10% of digital advertising is mobile	

• ~2% of all advertising is mobile
Native Ads
• Ads in timelines	

• Sponsored content	

• Geo-located ads	

• Shareable ads	

• Activity-linked ads
Marketing goals
+ profits	

- costs	

+ satisfaction
¿What is the focus of
marketing?
¿What is the focus of
marketing?
The user
Areas of Action
Acquisition - Conversion - Engagement
Games
All-time Top-grossing Apps
1.Angry Birds	

2.Fruit Ninja	

3.Doodle Jump	

4.Cut the Rope	

5.Angry Birds Seasons	

6.Word...
All-time Top-grossing Apps
1.Angry Birds	

2.Fruit Ninja	

3.Doodle Jump	

4.Cut the Rope	

5.Angry Birds Seasons	

6.Word...
Current Top-Grossing Apps
9/10 are games!
Candy Crush Saga
SEO
Create content of quality
What is virality?
Virality is the speed of reference.
Exercise:
How do we measure virality?
Analytics
Ingredients
Knowledge
Data
Visualization
Ingredients
Knowledge
Data
Visualization
Ingredients
Knowledge
Data
Visualization
Ingredients
Knowledge
Data
Visualization
Data	

Overload
Ingredients
Knowledge
Data
Visualization
Data	

Overload
Useless	

Data
Ingredients
Knowledge
Data
Visualization
Data	

Overload
Useless	

Data
Charts
Ingredients
Knowledge
Data
Visualization
Data	

Overload
Useless	

Data
Charts
AGILE	

DATA-DRIVEN	

ANALYTICS
Mobile Analytics
• Google Analytics	

• Localytics	

• Malcom	

• Adobe Omniture	

• Custom (BigData)
Measuring success
Key Performance Indicators
What is the value of a
user?
• Virality	

• Retention	

• Mobnetization
Remark: ufert.se - “A comprehensive free-to-play g...
What is the value of a
user?
• Virality	

• Retention	

• Mobnetization
Remark: ufert.se - “A comprehensive free-to-play g...
False friends
Number of
downloads
Number of
registered users
Number of
downloads
The big flip in analytics
User basedSession based
Cross-Platform tracking
Google Universal Analytics
Strategy
SOcial	

LOcal	

MObile
cia de negocios locales?
alytics CTR para
competencia local
cio: con o sin teléfono
cio: destacar inmediatez
AdWords Extensions
Click to BuyClick to CallClick to Drive
QR Codes
Grant Berry Farms
And now is time for love...
The beginning of
everything
Be revolutionary
(even when others don’t know you are)
Be user friendly
Seamless experience UsabilityHyperrelevance
How to succeed?
Don’t be viral
How to succeed?
Be social
The first mistake
I work because I want to be rich
The first mistake
I work because I enjoy it
The second mistake
Money doesn’t matter if I am happy
The second mistake
Equilibrium allows balance between growth and happiness
Why
What
How
Why
What
How
Candy Crush Saga
Put everything you have into everything you do.
Saa was dee khrap!
Rock mobile!
!
Hugo Pibernat	

!
@hugopibernat	

hugo.pibernat@gmail.com	

!
Barcelona	

September 2013
Rock mobile!
!
Hugo Pibernat	

!
@hugopibernat	

hugo.pibernat@gmail.com	

!
Barcelona	

September 2013
BEST Student Association Barcelona Summit, June 2013
BEST Student Association Barcelona Summit, June 2013
BEST Student Association Barcelona Summit, June 2013
BEST Student Association Barcelona Summit, June 2013
BEST Student Association Barcelona Summit, June 2013
BEST Student Association Barcelona Summit, June 2013
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BEST Student Association Barcelona Summit, June 2013

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Supporting material for a 2-hours lecture for the BEST Student Association Barcelona Summit participants. More info at: http://www.best.eu.org

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BEST Student Association Barcelona Summit, June 2013

  1. 1. Rock mobile! ! Hugo Pibernat ! @hugopibernat hugo.pibernat@gmail.com ! Barcelona September 2013
  2. 2. A story of love...
  3. 3. Put everything you have into everything you do.
  4. 4. Ingredients Common senseKnowledge DataTechnology
  5. 5. Why What How
  6. 6. Why What How
  7. 7. “Is not What you do, is Why you do it.” Simon Sinek
  8. 8. 1:5 Only 1 in 5 phones is a smarphone
  9. 9. Apps • Multitouch • Better performance • Rich interfaces • AppStore presence • Push Notifications
  10. 10. Why iOS first?
  11. 11. Business models
  12. 12. ¿Why is mobile a revolution? New B2C channel
  13. 13. Direct return Virtual GoodsLicenses The user pays
  14. 14. Direct return Virtual GoodsLicenses The user pays
  15. 15. Direct return Virtual GoodsLicenses The user pays
  16. 16. Indirect return Value generationAdvertisement A third party pays
  17. 17. Indirect return Value generationAdvertisement A third party pays
  18. 18. Indirect return Value generationAdvertisement A third party pays
  19. 19. How do you generate value?
  20. 20. Some numbers • Square: processes $25 million/day • Angry Birds: +1billion/downloads • Instagram: +100 million users
  21. 21. Exercise Is it always positive to have more users?
  22. 22. Mobile usage
  23. 23. How much? 8% video hours ! 15% internet traffic 40% any-age users read the news
  24. 24. Top 100 grossing apps for iOS Paid 34% vs. 64% Free
  25. 25. Top 100 grossing apps for iOS Paid 34% vs. 64% Free No In App Purchase 7% vs. 93% InApp Purchase
  26. 26. Top 100 grossing apps for iOS Paid 34% vs. 64% Free No In App Purchase 7% vs. 93% InApp Purchase Non games 17% vs. 83% Games
  27. 27. Advertising
  28. 28. Advertising • ~10% of digital advertising is mobile • ~2% of all advertising is mobile
  29. 29. Native Ads • Ads in timelines • Sponsored content • Geo-located ads • Shareable ads • Activity-linked ads
  30. 30. Marketing goals + profits - costs + satisfaction
  31. 31. ¿What is the focus of marketing?
  32. 32. ¿What is the focus of marketing? The user
  33. 33. Areas of Action Acquisition - Conversion - Engagement
  34. 34. Games
  35. 35. All-time Top-grossing Apps 1.Angry Birds 2.Fruit Ninja 3.Doodle Jump 4.Cut the Rope 5.Angry Birds Seasons 6.Words with Friends 7.Tiny Wings 8.Angry Birds Rio 9.Pocket God 10.Camera+ From Business Insider, March 2012
  36. 36. All-time Top-grossing Apps 1.Angry Birds 2.Fruit Ninja 3.Doodle Jump 4.Cut the Rope 5.Angry Birds Seasons 6.Words with Friends 7.Tiny Wings 8.Angry Birds Rio 9.Pocket God 10.Camera+ From Business Insider, March 2012 GAMES!!
  37. 37. Current Top-Grossing Apps 9/10 are games!
  38. 38. Candy Crush Saga
  39. 39. SEO Create content of quality
  40. 40. What is virality?
  41. 41. Virality is the speed of reference.
  42. 42. Exercise: How do we measure virality?
  43. 43. Analytics
  44. 44. Ingredients Knowledge Data Visualization
  45. 45. Ingredients Knowledge Data Visualization
  46. 46. Ingredients Knowledge Data Visualization
  47. 47. Ingredients Knowledge Data Visualization Data Overload
  48. 48. Ingredients Knowledge Data Visualization Data Overload Useless Data
  49. 49. Ingredients Knowledge Data Visualization Data Overload Useless Data Charts
  50. 50. Ingredients Knowledge Data Visualization Data Overload Useless Data Charts AGILE DATA-DRIVEN ANALYTICS
  51. 51. Mobile Analytics • Google Analytics • Localytics • Malcom • Adobe Omniture • Custom (BigData)
  52. 52. Measuring success Key Performance Indicators
  53. 53. What is the value of a user? • Virality • Retention • Mobnetization Remark: ufert.se - “A comprehensive free-to-play game model”
  54. 54. What is the value of a user? • Virality • Retention • Mobnetization Remark: ufert.se - “A comprehensive free-to-play game model” CLV
  55. 55. False friends Number of downloads Number of registered users Number of downloads
  56. 56. The big flip in analytics User basedSession based
  57. 57. Cross-Platform tracking Google Universal Analytics
  58. 58. Strategy
  59. 59. SOcial LOcal MObile
  60. 60. cia de negocios locales? alytics CTR para competencia local cio: con o sin teléfono cio: destacar inmediatez
  61. 61. AdWords Extensions Click to BuyClick to CallClick to Drive
  62. 62. QR Codes
  63. 63. Grant Berry Farms
  64. 64. And now is time for love...
  65. 65. The beginning of everything
  66. 66. Be revolutionary (even when others don’t know you are)
  67. 67. Be user friendly Seamless experience UsabilityHyperrelevance
  68. 68. How to succeed? Don’t be viral
  69. 69. How to succeed? Be social
  70. 70. The first mistake I work because I want to be rich
  71. 71. The first mistake I work because I enjoy it
  72. 72. The second mistake Money doesn’t matter if I am happy
  73. 73. The second mistake Equilibrium allows balance between growth and happiness
  74. 74. Why What How
  75. 75. Why What How
  76. 76. Candy Crush Saga
  77. 77. Put everything you have into everything you do.
  78. 78. Saa was dee khrap!
  79. 79. Rock mobile! ! Hugo Pibernat ! @hugopibernat hugo.pibernat@gmail.com ! Barcelona September 2013
  80. 80. Rock mobile! ! Hugo Pibernat ! @hugopibernat hugo.pibernat@gmail.com ! Barcelona September 2013

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