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BUILDING A MOBILE APP

FOR YOUR BLOG
Wednesday, November 27, 2013	

Pietro Saccomani	

cofounder, Mobiloud



www.mobiloud...
AGENDA
1. The mobile opportunity	

2. Apps for publishers and bloggers	

3. How to build your mobile presence	

4. How to ...
HOW BIG IS MOBILE?
1.2bn mobile Internet users
(2.33bn Internet users)

Source: Trinity Digital Marketing 2013
SMARTPHONE PENETRATION

2011
2012
2013

Source: Google 2013
A MULTI-SCREEN WORLD

Source: Google 2013
WHEN DO WE USE IT

Source: Comscore 2013
MOBILE FIRST

“31% consider mobile their primary way to access the web”
Pew Internet, USA Cell Internet Use 2012
WHAT DO PEOPLE DO

ON MOBILE?

Source: Microsoft 2013
80% OF TIME SPENT ON APPS

Source: Flurry, Comscore, NetMarketShare 2013
APPS FOR PUBLISHERS AND
BLOGGERS
Source: Flurry Analytics
USE OF NEWS APPS

ON THE RISE

Source: Reynolds Journalism Institute and Digital Publishing Alliance, 2013
Niche news is the most

popular category

Source: Reynolds Journalism Institute and Digital Publishing Alliance, 2013
RSS NEVER TOOK OFF

2005	


	


	


2007	


	


2009	


	


	


2011	


	


	


2013

Source: Google Trends
EMAIL OVERLOAD
DIRECT COMMUNICATIONS
CHANNEL
PUSH NOTIFICATIONS

“30-60% open rates”
Source: Xtify
PUSH BEST PRACTICES
•

Give users control of what they receive and when	


•

Make sure the content is informative or ente...
HOW TO BUILD 

YOUR MOBILE PRESENCE
OPTIONS

Native app

Hybrid app

Web app

Responsive
COMPARISON
Native

Web

Speed

Cross platform

User experience (native feel)

Easier updates

Offline access

No approval r...
WHICH PLATFORM?
THE RISE OF ANDROID

Source: Flurry Analytics 2013
TOTAL TIME IN APPS

Source: Flurry Analytics 2013
ANDROID FRAGMENTATION
AVERAGE PRICE OF AN APP

Source: Flurry Analytics 2013
HOW TO LAUNCH AND
PROMOTE YOUR APP
BUILD A BETA/LAUNCH LIST
Start early on
Use for beta testing
Use Mailchimp, Launchrock or Kick Off Labs
CREATE A VIDEO TEASER
Short (60sec)
Professional sound/video
jewelbeat.com
CREATE A LANDING PAGE
Page/site
Screenshots
Call to action
CREATE A LANDING PAGE
Page/site
Screenshots
Call to action
LEVERAGE YOUR BLOG/SITE
Official badges

Sidebar banner
Sidebar icons
Post banner
USE SMART BANNERS
OPTIMISE APP STORE PROFILE
Icon
Description
Screenshots
KEYWORDS
SEO
Not about the position
App description doesn’t matter
Focus on finding keywords with little competition
Check ...
INTRO TO APP
MONETISATION & 

MOBILE ADVERTISING
Andrea Ottolina
Founder at Pixelinlove & Flubber Media
@pixelinlove
A little about our Apps
iTorch!
•

17M downloads so far, 500k+ active users daily

•

Top Utility App in 20+ country

•

A...
So… you have a shiny new App,
now what?
•

Make it premium - Paid app

•

Make it freemium - IAP (in-app purchase)

•

Ban...
Premium / Freemium
•

Premium model - selling “the
old fashion way”

•

Freemium model - a well
designed freemium game can...
What if your App is not a
game?
•

You can display ads

•

You can promote goods and services thanks to
affiliate networks
...
Mobile Ads - Glossary
•

Ad Network - company that connects advertisers with
publishers

•

Requests - number of requests ...
Mobile Ads - Example
•

Usually it sits on top of your
content and doesn’t scroll with
the page

•

You can target the ad ...
Mobile Ads - Networks
•

Different Networks available

•

Fill-rate and eCPM may vary
greatly, also on a country-bycountry...
Mobile Ads - Why is good
for you
•

Good for content based apps: more revenue
generated by returning users

•

Ad supporte...
WORDPRESS IS BECOMING 

THE STANDARD
Wordpress penetration
22%
20%

17%

17%
15%

11% 12%
6%
2%
1%

0%
2010

3%
2%

3%
2%
...
PROBLEM: BUILDING AN APP IS
STILL EXPENSIVE AND TIME
CONSUMING

• App

development cost: minimum for a simple app is £5,00...
BUILD A MOBILE APP IN MINUTES

• Apps

are customised online in 3 easy steps, less then 5 minutes	


• Content

comes dire...
WITH YOUR BRAND
NATIVE + HTML

Native app

Hybrid app

Web app

Responsive
ADVANTAGES
Native app UX and performance
Focus on online publishers
Speed and ease of use
SIMPLE PLANS
Professional

Publisher

Custom

iPhone and iPad app

iPhone and iPad app

We can accomodate 


Unlimited pus...
GREAT FEEDBACK
"They left no stone unturned in making our mobile app
perfect! It has been a pleasure working with them.”	
...
LIVE DEMO
CONTACT US
HELLO@MOBILOUD.COM	

!

WWW.MOBILOUD.COM
Build A Mobile App For Your Blog or WordPress site with Mobiloud
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Build A Mobile App For Your Blog or WordPress site with Mobiloud

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Presentation to the London Bloggers Meetup in November 2013.

Published in: Marketing, Technology, Design
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Transcript of "Build A Mobile App For Your Blog or WordPress site with Mobiloud"

  1. 1. BUILDING A MOBILE APP
 FOR YOUR BLOG Wednesday, November 27, 2013 Pietro Saccomani cofounder, Mobiloud
 
 www.mobiloud.com pietro@mobiloud.com
  2. 2. AGENDA 1. The mobile opportunity 2. Apps for publishers and bloggers 3. How to build your mobile presence 4. How to launch and promote your app 5. Monetisation - turn app users into revenue 6. Mobiloud - build your own app
  3. 3. HOW BIG IS MOBILE?
  4. 4. 1.2bn mobile Internet users (2.33bn Internet users) Source: Trinity Digital Marketing 2013
  5. 5. SMARTPHONE PENETRATION 2011 2012 2013 Source: Google 2013
  6. 6. A MULTI-SCREEN WORLD Source: Google 2013
  7. 7. WHEN DO WE USE IT Source: Comscore 2013
  8. 8. MOBILE FIRST “31% consider mobile their primary way to access the web” Pew Internet, USA Cell Internet Use 2012
  9. 9. WHAT DO PEOPLE DO
 ON MOBILE? Source: Microsoft 2013
  10. 10. 80% OF TIME SPENT ON APPS Source: Flurry, Comscore, NetMarketShare 2013
  11. 11. APPS FOR PUBLISHERS AND BLOGGERS
  12. 12. Source: Flurry Analytics
  13. 13. USE OF NEWS APPS
 ON THE RISE Source: Reynolds Journalism Institute and Digital Publishing Alliance, 2013
  14. 14. Niche news is the most
 popular category Source: Reynolds Journalism Institute and Digital Publishing Alliance, 2013
  15. 15. RSS NEVER TOOK OFF 2005 2007 2009 2011 2013 Source: Google Trends
  16. 16. EMAIL OVERLOAD
  17. 17. DIRECT COMMUNICATIONS CHANNEL
  18. 18. PUSH NOTIFICATIONS “30-60% open rates” Source: Xtify
  19. 19. PUSH BEST PRACTICES • Give users control of what they receive and when • Make sure the content is informative or entertaining • Make it relevant to the user’s context
  20. 20. HOW TO BUILD 
 YOUR MOBILE PRESENCE
  21. 21. OPTIONS Native app Hybrid app Web app Responsive
  22. 22. COMPARISON Native Web Speed Cross platform User experience (native feel) Easier updates Offline access No approval required Push notifications No Apple tax Device features (i.e. sensors) In-app purchase Distribution Generally more expensive Cheaper, but web apps 
 require extensive optimisation
  23. 23. WHICH PLATFORM?
  24. 24. THE RISE OF ANDROID Source: Flurry Analytics 2013
  25. 25. TOTAL TIME IN APPS Source: Flurry Analytics 2013
  26. 26. ANDROID FRAGMENTATION
  27. 27. AVERAGE PRICE OF AN APP Source: Flurry Analytics 2013
  28. 28. HOW TO LAUNCH AND PROMOTE YOUR APP
  29. 29. BUILD A BETA/LAUNCH LIST Start early on Use for beta testing Use Mailchimp, Launchrock or Kick Off Labs
  30. 30. CREATE A VIDEO TEASER Short (60sec) Professional sound/video jewelbeat.com
  31. 31. CREATE A LANDING PAGE Page/site Screenshots Call to action
  32. 32. CREATE A LANDING PAGE Page/site Screenshots Call to action
  33. 33. LEVERAGE YOUR BLOG/SITE Official badges Sidebar banner Sidebar icons Post banner
  34. 34. USE SMART BANNERS
  35. 35. OPTIMISE APP STORE PROFILE Icon Description Screenshots
  36. 36. KEYWORDS SEO Not about the position App description doesn’t matter Focus on finding keywords with little competition Check out appcodes.com
  37. 37. INTRO TO APP MONETISATION & 
 MOBILE ADVERTISING Andrea Ottolina Founder at Pixelinlove & Flubber Media @pixelinlove
  38. 38. A little about our Apps iTorch! • 17M downloads so far, 500k+ active users daily • Top Utility App in 20+ country • Average 4.5 star reviews ZenView! • 200k downloads so far • Featured in “Top 50 must have iPad apps” on Time Magazine Online Stickers Lite! • 150k downloads so far • 1.7M photos taken
  39. 39. So… you have a shiny new App, now what? • Make it premium - Paid app • Make it freemium - IAP (in-app purchase) • Banner Advertising • Affiliate Marketing
  40. 40. Premium / Freemium • Premium model - selling “the old fashion way” • Freemium model - a well designed freemium game can generate an insane amount of revenue (Candy Crush Saga: $2.3M A DAY!!!) • But… you need a game, and a very good one :)
  41. 41. What if your App is not a game? • You can display ads • You can promote goods and services thanks to affiliate networks • You can always charge for premium content (or to remove ads)
  42. 42. Mobile Ads - Glossary • Ad Network - company that connects advertisers with publishers • Requests - number of requests that your app sends to Ad Networks • Impressions - number of ads actually displayed in your app • Fill-rate - the percentage of ad requests that are filled with ads • eCPM - effective Cost per Mille: (earnings/impression) * 1000
  43. 43. Mobile Ads - Example • Usually it sits on top of your content and doesn’t scroll with the page • You can target the ad to your audience by using relevant keywords (ex. “Around Me”) • On average they perform better than desktop/web equivalent solutions • Different formats available (banner, interstitial, offer walls)
  44. 44. Mobile Ads - Networks • Different Networks available • Fill-rate and eCPM may vary greatly, also on a country-bycountry basis • Best strategy is to use at least 3 or 4 networks and prioritise them based on eCPM
  45. 45. Mobile Ads - Why is good for you • Good for content based apps: more revenue generated by returning users • Ad supported apps are usually free and therefore users are more likely to download them • Mobile Advertising is still in its infancy, it’s growing and evolving very fast
  46. 46. WORDPRESS IS BECOMING 
 THE STANDARD Wordpress penetration 22% 20% 17% 17% 15% 11% 12% 6% 2% 1% 0% 2010 3% 2% 3% 2% 3% 2% 2011 2012 2013 WordPress Joomla Drupal
  47. 47. PROBLEM: BUILDING AN APP IS STILL EXPENSIVE AND TIME CONSUMING • App development cost: minimum for a simple app is £5,000 • Average development times: 8-10 weeks
  48. 48. BUILD A MOBILE APP IN MINUTES • Apps are customised online in 3 easy steps, less then 5 minutes • Content comes directly from WordPress or your existing CMS (via RSS) • Native, fast applications built for iPhone, iPad and Android
  49. 49. WITH YOUR BRAND
  50. 50. NATIVE + HTML Native app Hybrid app Web app Responsive
  51. 51. ADVANTAGES Native app UX and performance Focus on online publishers Speed and ease of use
  52. 52. SIMPLE PLANS Professional Publisher Custom iPhone and iPad app iPhone and iPad app We can accomodate 
 Unlimited push notifications Android app your requests for any
 Monetisation Unlimited push notifications Analytics Monetisation Analytics functionality you need.
  53. 53. GREAT FEEDBACK "They left no stone unturned in making our mobile app perfect! It has been a pleasure working with them.” 
 Paul Andrew, Founder of Speckyboy Magazine “I had previously worked with four different mobile app developers and none of them were able to get the job done for me the way I wanted it. It took just two days for Mobiloud to get my wordpress website into an iPhone App." 
 Nick Coffey, The Cardinal Connect
  54. 54. LIVE DEMO
  55. 55. CONTACT US HELLO@MOBILOUD.COM ! WWW.MOBILOUD.COM
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