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#DEast11 Thanks for Listening to Mobile Apps presentation - Anil Panguluri, Yahoo! the Premier Digital Media Company. Here's the deck.

#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 & 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.
  • Transcript

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