Mobile Apps <br />Anil Panguluri, Yahoo!<br />@spandana<br />@spandana    #deast11<br />
The Premiere Digital Media Company<br />We build deeply personal digital experiences<br />Mobile Mindset Matters!<br />JAZ...
Smartphones are driven by app use…<br />31% of mobile users in US will have a smart phone by the end of 2011 (3.1% tablet ...
4<br />QM7. Did you do these activities on your mobile device using an application (app) or by accessing a website through...
Apps are most widely used in Connect, Inform and Navigate modes<br />5<br />QM7. Did you do these activities on your mobil...
Given a Choice, Users Prefer Apps<br />Tru Research<br />@spandana    #deast11<br />
Millions Served Daily<br />15B downloads and counting – on iTunes App Store alone! (Blackberry crossed 1B)<br />@spandana ...
8<br />Games capture highest interest<br />@spandana    #deast11<br />
9<br />But Clearly, Users aren’t Keeping All the apps they download(if they did, we’d all be having >500 apps)<br />@spand...
App usage behavior is resembling web behavior<br />10<br /><ul><li>50 min mobile per day, equal to the time with print new...
Mobile use will exceed desktop use by 2015
72% of marketers plan to increase their use of mobile apps in the next 2 years
In-App advertizing growing at 45% QoQ</li></li></ul><li>Deliver some Value within Your App<br />11<br />Action Taken after...
12<br />TV drives highest volume of downloads<br />Base: Respondents who are Aware of Branded Apps (n=1,722)<br />@spandan...
Typical Engagement Levels <br />13<br />Top Household/Personal Apps Used in the Past 30 Days<br />Past 30 Day App Download...
14<br />App economy goes well beyond the principals…<br />Platform fragmentation<br />Store fragmentation<br />Differentia...
15<br />… so distribute your Apps Widely<br /><ul><li>Every possible app store (manyaccept free submission)
Incentivized & Promoted downloads
Mobile Display & Rich Ads
In-app sponsorships </li></ul>@spandana    #deast11<br />
Consider In-App Advertizing<br />16<br />
Be aware of the mobile context<br />Browsing<br />Accomplishing Goals<br />@spandana    #deast11<br />
Humorous, bold, and graphic rich ads attract consumers most<br />Q37 For each of the following sets of descriptors noted o...
Ads that are relevant, specific and geographically targeted are also effective<br />Q37 For each of the following sets of ...
Interactivity is also a feature in mobile ads, more so in a web browser than an application<br />Q37 For each of the follo...
@spandana    #deast11<br />
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#DEast11 Thanks for Listening to Mobile Apps presentation - Anil Panguluri, Yahoo! the Premier Digital Media Company. Here's the deck.

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  • Apps tend to be more widely used in the morning, but not markedly so. Consumers are using apps for a wide range of tasks throughout the day. In particular, apps are used for managing the daily routine, finding places (maps) and content – and, as already well documented, for connecting with others via social networks . On average consumers have about 32 apps on their devices, moreso for teens and iPhone owners at 43 on average. Pre-installed = 10Free = 17Paid-for = 5
  • Connect : Connecting via voice, SMS, IM, email, social mediaSearch : Using a search engine to find specific information, like a health- related or looking up something localEntertain : Playing music or games and viewing entertainment-related videos and articlesManage : Managing key aspects of your life like your stock portfolio or paying an online billInform : Reading news or educational articles / videosShop : Purchasing or comparing prices for goods or servicesNavigate : Using an online map or GPS system
  • 1. By any measure you choose, smartphones &amp; apps are penetrating faster than anything before it – broadband, PCs, the web itself.2. Downloads seem to be doubling every year3. The cloud changes everything – look at what Kindle Fire/Silk is going
  • No surprise here
  • App install base has radioactive properties. SMS was great at engaging customers that you have already acquired. Apps are great at increasing loyalty to your brand, and providing value-add to your existing products throughout it’s life cycle of consideration, buying and ownership.
  • Apps tend to be more widely used in the morning, but not markedly so. Consumers are using apps for a wide range of tasks throughout the day. In particular, apps are used for managing the daily routine, finding places (maps) and content – and, as already well documented, for connecting with others via social networks . On average consumers have about 32 apps on their devices, moreso for teens and iPhone owners at 43 on average. Pre-installed = 10Free = 17Paid-for = 5
  • Mirror better engagement than typical display ad units
  • Literally 100’s of app stores are available. Especially for non iOS devices.App Stores cater to many Operating Platforms – beyond iOS and Android And we aren’t even talking about web apps on Chrome, Mac App Store, etc. Not to mention app social platforms like ngmoco and openfeint.
  • Apps tend to be more widely used in the morning, but not markedly so. Consumers are using apps for a wide range of tasks throughout the day. In particular, apps are used for managing the daily routine, finding places (maps) and content – and, as already well documented, for connecting with others via social networks . On average consumers have about 32 apps on their devices, moreso for teens and iPhone owners at 43 on average. Pre-installed = 10Free = 17Paid-for = 5
  • A mobile internet user’s ideal ad would combine humor - funny enough to share with others, as well as a strong, distinctive color scheme that catches their attention without blinding or distracting graphics.
  • …however, it becomes a matter of balance. Consumers like lots of information, but prefer that it be layered via interactive features rather than served-up in a dense pack screen.Relevance to them and their location at the time of seeing the ad is important.
  • Interactivity is also a feature in mobile ads, more so in a web browser than an application. Linking to a website works, as long as the landing site has been optimized for the screen and resolution constraints of the mobile web. Free apps rate high as a popular feature for advertising, addressing the consumer hunger for functional assistance and actionable information.
  • Yahoo! Product
  • Mobile Internet gives consumers ‘wings’ – getting from a to b (metaphorically and physically) and providing a sense of freedom and safetyTo transport them to different places – literally and virtually.To make it easier to do tasks (to get from a to b).To give a sense of freedom.And a feeling of safety.
  • Mobile apps-anil-panguluri-yahoo-at-digital-east-2011

    1. 1. Mobile Apps <br />Anil Panguluri, Yahoo!<br />@spandana<br />@spandana #deast11<br />
    2. 2. The Premiere Digital Media Company<br />We build deeply personal digital experiences<br />Mobile Mindset Matters!<br />JAZZ UP THESE DIVIDER SLIDES TO MATCH THEME OF SECTION<br />@spandana #deast11<br />
    3. 3. Smartphones are driven by app use…<br />31% of mobile users in US will have a smart phone by the end of 2011 (3.1% tablet installed base)<br />33-71% of smartphone owners use apps<br />800k – 1M apps overall <br />eMarketer “Hot Digital Trends in 2011”<br />@spandana #deast11<br />
    4. 4. 4<br />QM7. Did you do these activities on your mobile device using an application (app) or by accessing a website through your browser? Q33. Thinking about a typical day, what type of applications/apps do you use on you mobile device during each of the following stages? Select all that apply for each.<br />… for a variety of activities in apps & browser<br />Waking up<br />Weather, 56%<br />Utilities, 42%<br />Communications, 35%<br />Social networking applications, 31%<br />News, 30%<br />On the go<br />Navigation, 73%<br />Communication, 42%<br />Music, 42%<br />Social networking applications, 39%<br />Search, 38%<br />Working<br />Reference, 46%<br />Productivity, 43%<br />Communication, 42%<br />Social networking applications, 37%<br />Medical, 36%<br />Breaktimes<br />Games & Fun, 62%<br />Social networking applications, 33%<br />Communication, 58%<br />Sports (News and Information), 53%<br />Fantasy Sports, 52%<br />Socializing<br />Social networking applications, 35%<br />Photography, 33%<br />Communication, 30%<br />Utilities, 30%<br />Fantasy Sports, 27%<br />Eating<br />Social networking applications, 29%<br />Communication, 28%<br />Health & Fitness, 25%<br />Fantasy Sports, 23%<br />Sports (News and Information), 22%<br />Shopping<br />Shopping, 35%<br />Communications, 23%<br />Search, 21%<br />Food, 20%<br />Social networking applications, 20%<br />Winding down<br />Social networking applications, 48%<br />Communications, 42%<br />Games & Fun, 42%<br />Books, 37%<br />Entertainment, 36%<br />@spandana #deast11<br />
    5. 5. Apps are most widely used in Connect, Inform and Navigate modes<br />5<br />QM7. Did you do these activities on your mobile device using an application (app) or by accessing a website through your browser?<br />@spandana #deast11<br />
    6. 6. Given a Choice, Users Prefer Apps<br />Tru Research<br />@spandana #deast11<br />
    7. 7. Millions Served Daily<br />15B downloads and counting – on iTunes App Store alone! (Blackberry crossed 1B)<br />@spandana #deast11<br />eMarketer “Hot Digital Trends in 2011”, IAB, Gartner at al.<br />
    8. 8. 8<br />Games capture highest interest<br />@spandana #deast11<br />
    9. 9. 9<br />But Clearly, Users aren’t Keeping All the apps they download(if they did, we’d all be having >500 apps)<br />@spandana #deast11<br />
    10. 10. App usage behavior is resembling web behavior<br />10<br /><ul><li>50 min mobile per day, equal to the time with print newspapers and magazines combined
    11. 11. Mobile use will exceed desktop use by 2015
    12. 12. 72% of marketers plan to increase their use of mobile apps in the next 2 years
    13. 13. In-App advertizing growing at 45% QoQ</li></li></ul><li>Deliver some Value within Your App<br />11<br />Action Taken after Branded App Download<br />Base: Downloaded a Branded App (n=484)<br />Source: August 2010 Nielsen App Playbook <br />Questions used: CQBA8 Which of the following actions have you taken after downloading a branded app?<br />
    14. 14. 12<br />TV drives highest volume of downloads<br />Base: Respondents who are Aware of Branded Apps (n=1,722)<br />@spandana #deast11<br />
    15. 15. Typical Engagement Levels <br />13<br />Top Household/Personal Apps Used in the Past 30 Days<br />Past 30 Day App Downloader & Smartphone User (n=2,300)<br />Source: August 2010 Nielsen App Playbook <br />Questions used: CQBA8 Which of the following actions have you taken after downloading a branded app?<br />
    16. 16. 14<br />App economy goes well beyond the principals…<br />Platform fragmentation<br />Store fragmentation<br />Differentiated Curation<br />@spandana #deast11<br />
    17. 17. 15<br />… so distribute your Apps Widely<br /><ul><li>Every possible app store (manyaccept free submission)
    18. 18. Incentivized & Promoted downloads
    19. 19. Mobile Display & Rich Ads
    20. 20. In-app sponsorships </li></ul>@spandana #deast11<br />
    21. 21. Consider In-App Advertizing<br />16<br />
    22. 22. Be aware of the mobile context<br />Browsing<br />Accomplishing Goals<br />@spandana #deast11<br />
    23. 23. Humorous, bold, and graphic rich ads attract consumers most<br />Q37 For each of the following sets of descriptors noted on the left and the right, please indicate which would capture your attention the most on your mobile device. Note: Middle bar not shown is “equally would respond to both.”<br />Most Likely to Respond to this Form of Mobile Advertising<br />@spandana #deast11<br />
    24. 24. Ads that are relevant, specific and geographically targeted are also effective<br />Q37 For each of the following sets of descriptors noted on the left and the right, please indicate which would capture your attention the most on your mobile device. Note: Middle bar not shown is “equally would respond to both.”<br />Most Likely to Respond to this Form of Mobile Advertising<br />@spandana #deast11<br />
    25. 25. Interactivity is also a feature in mobile ads, more so in a web browser than an application<br />Q37 For each of the following sets of descriptors noted on the left and the right, please indicate which would capture your attention the most on your mobile device. Note: Middle bar not shown is “equally would respond to both.”<br />Most Likely to Respond to this Form of Mobile Advertising<br />@spandana #deast11<br />
    26. 26. @spandana #deast11<br />
    27. 27. @spandana #deast11<br />
    28. 28. @spandana #deast11<br />
    29. 29. @spandana #deast11<br />@spandana #deast11<br />
    30. 30. @spandana #deast11<br />
    31. 31. 26<br />Source: Qualitative<br />Thank You!<br />Anil Panguluri<br />Product Director Yahoo! Mobile<br />@spandana<br />The Premiere Digital Media CompanyWe build deeply personal digital experiences<br />

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