Branded Mobile Applications

BRANDED APPLICATION MARKETING

Agenda  Why iPhone applica.ons appeal to marketers  Challenges to branded applica.on success  Razorﬁsh capabili.es  Best prac.ces page 2

WHY IPHONE APPLICATIONS APPEAL TO MARKETERS

apps offer superior consumer connection   Resides on & secures place on dashboard »  Prolonged & repeated connec.on »  Creates base to launch subsequent mobile ini.a.ves   Most robust brand engagement opportunity on mobile   High WOM/viral value   Not perceived as adver.sing   Enable increased measurement and tracking capabili.es »  Besides iPhone, browsers do not support cookies 4

iPhone epicenter of app marketing fervor 5

iPhone revolutionized device & interface   Intui.ve & engaging naviga.on   Larger screen size improves crea.ve appearance   Developer SDK apps wriMen for & marketed to speciﬁc device 6

iTunes app store facilitates downloading   75 million consumers already have iTunes Store accounts   App store integrates discovery & billing experience »  Direct download to mobile device enables impulse consump.on   Pre‐iPhone frustra.ng “on deck” download experience »  Diﬃcult for consumers to search, discover & download apps 7

iPhone app consumption growth is meteoric   93% have used the App Store   73% have more than 5 apps   800 million downloads since July 2008 App Store launch »  App downloads growing twice as fast as song sales   Pre‐iPhone: Most users download 2‐3 apps & give up 8

iPhone apps more than double consumption

iPhone embodies future of mobile   Smart phone pla`orms all released iPhone comparable devices, interfaces & applica.on marketplaces by April 2009 10

CHALLENGES TO BRANDED APPLICATION SUCCESS

despite rapid growth iPhone audience limited   5.2 million U.S. iPhone owners 12

acceptable ROI requires perfect execution   Upfront development & promo.on costs   Limited audience size   Metrics for applica.on success »  Downloads »  Use frequency »  Longevity »  Usage .me »  Engagement »  Calls to ac.on 13

app store increasingly crowded & competitive   Over 32,000 applica.ons oﬀered by April 1st 2009   Average applica.ons launched per day doubled in 6 months »  September, 2008 = 98/day  February, 2009 = 209/day 15

usage frequency & time spent falls rapidly   Dele.on and shih in use to newer applica.ons   Average usage .me declines by a third during the ﬁrst month, stabilizing at 5 minutes   Average applica.on audience reten.on 5% aher 1 month & 1% aher 3 months 16

reaching top application status harder   Top applica.ons based on previous 24 hours sales »  Top 100 App status increases new users by 2.3 .mes per day on average »  Top 25 App: Sept 2008 10,000 downloads  Feb 2009 20,000 »  Top 100 App: Sept 2008 1,000 downloads  Feb 2009 5,000   Mobile media support »  AdMob mobile media recommenda.on to guarantee Top App status increases: •  Sept 2008: $15K  Feb 2009 $150,000 17

RAZORFISH CAPABILITIES

drive success from concept to top app status   Brand strategic roadmap   Concept & content strategy   User experience & crea.ve design   Project management   Launch promo.on   Analy.cs, op.miza.on & updates 19

ongoing idea lab proprietary R&D 20

BEST PRACTICES

strategically position application   Scarcity »  Need to be the only applica.on that solves problem of user segment »  Solves problem in a way that no other app does; cannot be found elsewhere »  Requires .meliness & insight   Ubiquitous »  Go to resource for a certain need; i.e. YouTube ~ UGC »  Most downloaded applica.on for a problem, with the most reviews »  Requires crea.ng something that goes viral and spreads quickly & deeply 22

align value proposition with user behavior   Buzz‐worthiness »  People should want to blog/tweet/email about the app »  Users should want to show it oﬀ to people oﬄine   Do not repurpose content   Iden.fy appropriate content & u.li.es for consump.on on the go 23

capitalize on inherent strength of technology   Use unique func.onality of device »  Mul.‐touch events and controls »  Accelerometer support »  Localiza.on »  Camera support 24

prioritize simple & intuitive user experience   More important than PC –limited space & .me   Make naviga.on fric.onless, intui.ve & engaging »  Facilitate and encourage increased content consump.on »  Unobtrusively stay within applica.on experience 25

drive downloads with promotional media   Concentrated ﬂight promo.on to get on Top App list »  Gesng on Top 100 list increases daily new users by 2.3X   Mul.‐tac.c concentrated launch promo.on »  Blog / news stories »  Mobile media: Banners & In‐app inventory »  Promo.on on brand websites   Well .med updates: Drive sales & increase usage frequency 26

continue development after launch of application   Set up measurement analy.cs   Extract insight from analy.cs data   U.lize prac.cal advice from user comments   Release updates »  Expanded features »  New & addi.onal content »  UX improvements 27

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Branded Mobile Applications

by razorfishee on May 07, 2009

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Branded Mobile Applications — Presentation Transcript