Appiness<br />Jon Keefe<br />CEO <br />
Flipping the Mobile Phone<br />Entertainment<br />Location Awareness<br />Capturing and Sharing Experiences<br />Helper to...
Mobile Numbers<br />Why iPhones (91 % at the moment*)<br />*because Android is coming up fast and don’t forget Blackberry,...
Scale<br />In May 2009 the one billionth* app download, Bump created by Bump Technologies, was downloaded by Connor Mulcah...
Apps per month submitted<br />www.148apps.com<br />
Approval times<br />Oct 2009 Max 48 days<br />Average 11.5 days<br />www.148apps.com<br />
iPhone numbers<br />
30% of iPhone users<br />are Mums<br />The Media Festival 2009<br />
42% of iPhone users<br />are under 25years old<br />The Media Festival 2009<br />
25% of iPhone users<br />use apps &gt; 80mins per day<br />The Media Festival 2009<br />
Successful iPhone App Strategy<br />
On the move<br />I’ve a few minutes to kill<br />I’m settled and engaged (alone/group)<br />Context<br />
Content<br />Toys<br />Tools<br />Communications<br />Games<br />Utility<br />
Mobilise don’t miniaturise<br />Apps should feel Apple-like<br />Don’t create a potential negative experience, gracefully ...
Paid for<br />At download 34% readily make purchases up to £2.99<br />Freemium model ie: Twitteriffic, Spotify (63% upgrad...
Unless your business model is based on the App store, in the big scheme of things forget it – Its about brand, customer se...
Below 10Mb and users can download app. untethered<br />Swap functionality for hot areas i.e iPhone incoming call screen<br...
10-25.0K<br />What should it cost?<br />
Manchester Airports Group<br />A Case Study<br />
What should our app do?<br />Ease traveller journey<br />Live Flight info<br />Locate Terminal<br />Drive online car park ...
Phase 1<br />Live flight info<br />Directions and terminal information<br />Integration with mobile car park booking site<...
Application Home<br />Tap the flight number or destination fields to apply filter.<br />If Get flight info is tapped witho...
Enter Destination Action<br />User is presented with a scroll down menu displaying all Arrivals or Departures. <br />Once ...
Search Results<br />Results are displayed following filter actions (if any)<br />The 	   button enables the user to update...
Flight information page<br />Flight information shows:<br /><ul><li>Flight number
Terminal
Due time/date
Status</li></ul> 	refreshes status<br /> 	displays terminal information (getting here)<br />
My Favourites<br />To avoid repeated searches, flights can be added to favourite list.<br />
Getting here<br />Phase 1 will display static map at suitable zoom to show airport and terminal positions<br />Clicking ma...
Getting here – Terminal information<br />Static text information on how to get to terminal<br />User can add ad contact to...
Car Park Booking<br />For Phase 1 the car park booking would be achieved by adaptation of the existing mobile web applicat...
Car Park Booking<br />Mobile web app would be displayed in web kit browser<br />Appear to the user as an in application tr...
Push Notifications for live flight info<br />Integrated Car park booking<br />Improved “getting here” section<br />Retail ...
Phase 3<br />Augmented Reality<br />Retail Promotions<br />Plane information<br />Easter Egg promotions<br />Destination i...
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iPhone Application Marketing

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Presentation Slides about iPhone applications from the Mobile Marketing Seminar hosted by InBlackandWhite

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  • 8 Dos and 5 DON’Ts
  • Transcript of "iPhone Application Marketing"

    1. 1. Appiness<br />Jon Keefe<br />CEO <br />
    2. 2. Flipping the Mobile Phone<br />Entertainment<br />Location Awareness<br />Capturing and Sharing Experiences<br />Helper tools<br />Payments<br />Oh and yes to make calls<br />
    3. 3. Mobile Numbers<br />Why iPhones (91 % at the moment*)<br />*because Android is coming up fast and don’t forget Blackberry, Nokia, Palm et al<br />
    4. 4. Scale<br />In May 2009 the one billionth* app download, Bump created by Bump Technologies, was downloaded by Connor Mulcahey, age 13, of Weston, CT. As the grand prize winner of Apple’s one billion app countdown contest, Connor will receive a $10,000 iTunes gift card, an iPod touch, a Time Capsule and a MacBook Pro.<br />
    5. 5. Apps per month submitted<br />www.148apps.com<br />
    6. 6. Approval times<br />Oct 2009 Max 48 days<br />Average 11.5 days<br />www.148apps.com<br />
    7. 7. iPhone numbers<br />
    8. 8. 30% of iPhone users<br />are Mums<br />The Media Festival 2009<br />
    9. 9. 42% of iPhone users<br />are under 25years old<br />The Media Festival 2009<br />
    10. 10. 25% of iPhone users<br />use apps &gt; 80mins per day<br />The Media Festival 2009<br />
    11. 11. Successful iPhone App Strategy<br />
    12. 12. On the move<br />I’ve a few minutes to kill<br />I’m settled and engaged (alone/group)<br />Context<br />
    13. 13. Content<br />Toys<br />Tools<br />Communications<br />Games<br />Utility<br />
    14. 14. Mobilise don’t miniaturise<br />Apps should feel Apple-like<br />Don’t create a potential negative experience, gracefully handle poor connectivity<br />Exploit the technology & delight<br />User Experience<br />
    15. 15. Paid for<br />At download 34% readily make purchases up to £2.99<br />Freemium model ie: Twitteriffic, Spotify (63% upgraded from free/lite “they liked” to premium version “they loved”) <br />Advertising<br />Networks<br />Sponsorship<br />Free<br />59p is same as free<br />Indirect brand value add (there are currently 30,000 free apps available<br />Monetisation models<br />
    16. 16. Unless your business model is based on the App store, in the big scheme of things forget it – Its about brand, customer service and fun<br />Virgin Atlantic – Fear of Flying<br />NHS – Alcohol unit tracker<br />P&L Impact<br />
    17. 17. Below 10Mb and users can download app. untethered<br />Swap functionality for hot areas i.e iPhone incoming call screen<br />Account for accidental touches in UX proximity<br />Keep the error notification as passive as the situation merits<br />Support rotation fully or not at all<br />Use sound – Hint, iPhone is iPod with a phone in it<br />Design & Tech Tips<br />
    18. 18. 10-25.0K<br />What should it cost?<br />
    19. 19. Manchester Airports Group<br />A Case Study<br />
    20. 20. What should our app do?<br />Ease traveller journey<br />Live Flight info<br />Locate Terminal<br />Drive online car park sales<br />Promote Retail<br />
    21. 21. Phase 1<br />Live flight info<br />Directions and terminal information<br />Integration with mobile car park booking site<br />
    22. 22. Application Home<br />Tap the flight number or destination fields to apply filter.<br />If Get flight info is tapped without any filters being applied, the user will be sent to results page displaying ALL arrivals<br />
    23. 23. Enter Destination Action<br />User is presented with a scroll down menu displaying all Arrivals or Departures. <br />Once chosen, the user is taken to results page displaying all arrivals from (or departures to) that Airport.<br />
    24. 24. Search Results<br />Results are displayed following filter actions (if any)<br />The button enables the user to update displayed data.<br /> selects a flight and displays the flight information page<br />
    25. 25. Flight information page<br />Flight information shows:<br /><ul><li>Flight number
    26. 26. Terminal
    27. 27. Due time/date
    28. 28. Status</li></ul> refreshes status<br /> displays terminal information (getting here)<br />
    29. 29. My Favourites<br />To avoid repeated searches, flights can be added to favourite list.<br />
    30. 30. Getting here<br />Phase 1 will display static map at suitable zoom to show airport and terminal positions<br />Clicking map will open up Google Maps application in iPhone to allow user to search for directions<br />More terminal information is available<br />
    31. 31. Getting here – Terminal information<br />Static text information on how to get to terminal<br />User can add ad contact to ease directions search<br />Again the map link will open external application<br />
    32. 32. Car Park Booking<br />For Phase 1 the car park booking would be achieved by adaptation of the existing mobile web application.<br />The HTML and CSS would be redesigned to suit the iPhone and app look-and-feel<br />
    33. 33. Car Park Booking<br />Mobile web app would be displayed in web kit browser<br />Appear to the user as an in application transaction.<br />
    34. 34. Push Notifications for live flight info<br />Integrated Car park booking<br />Improved “getting here” section<br />Retail <br />Terminal Maps<br />Product Search<br />Offers<br />Voucher<br />The application work in line with existing CMS and content to maximise efficiency<br />Phase 2<br />
    35. 35. Phase 3<br />Augmented Reality<br />Retail Promotions<br />Plane information<br />Easter Egg promotions<br />Destination information<br />My Airport Guide<br />Find your friends<br />Locate other app users<br />Share location<br />
    36. 36. What fitted into buildings 25 years ago today fits in your pocket and in 25 years will fit inside a blood cell<br />Ray Kurzweil<br />Entrepreneur, Scientist & Futurist<br />
    37. 37. Since May this year a further 1 billion Apps have been downloaded<br />
    38. 38. Thank you, any questions?<br />jon.keefe@kmp.co.uk<br />
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