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"Fun & Functionality - Brand strategies for the future of the Mobile Internet"

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Webling's presentation at AIMIA's Commercialising Apps event- 18/11/2010. …

Webling's presentation at AIMIA's Commercialising Apps event- 18/11/2010.

The presentation includes "10 Commandments for a Great App" and stats on Apps marketplace.


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  • 1. Webling Interactive Fun & Functionality Brand strategies for the future of mobile
  • 2. A Global Perspective • iPhone app store – Passed 5bn downloads in June 2010 – Last billion took two months = 16.7m a day • Android market – Passed 1bn downloads in July 2010 • Nokia Ovi Store serves 1.7m downloads daily • BlackBerry App World 1m downloads daily – From 20m registered users according to RIM • iPad app store had 35m app downloads in first 65 days • Indie store GetJar serves 3m downloads daily
  • 3. An Australian perspective • Three quarters of Australian smartphone internet users have downloaded a free application* • 1 in 5 Smartphone users have downloaded 20 or more • Top 6 App Categories (most useful) * Nielsen Telstra Bigpond Mobile Study 2010 1. Social 2. Games 3. Maps 4. Travel 5. Weather 6. Banking
  • 4. An Australian perspective • Three quarters of Australian smartphone internet users have downloaded a free application* • 1 in 5 Smartphone users have downloaded 20 or more • Top 6 App Categories (most useful) * Nielsen Telstra Bigpond Mobile Study 2010 1. Social 2. Games 3. Maps 4. Travel 5. Weather 6. Banking Fart Apps
  • 5. The App Landscape PAY TO DOWNLOAD FREE TO DOWNLOAD
  • 6. The App Landscape Direct Revenue from App Marketplace (minus marketplace commission) PAY TO DOWNLOAD FREE TO DOWNLOAD
  • 7. The App Landscape Transactional Generates in-app revenue Non Transactional Brand Experience, utility and/or entertainment Direct Revenue from App Marketplace (minus marketplace commission) PAY TO DOWNLOAD FREE TO DOWNLOAD
  • 8. Transactional Generates in-app revenue The App Landscape Non Transactional Brand Experience, utility and/or entertainment Direct Revenue from App Marketplace (minus marketplace commission) PAY TO DOWNLOAD FREE TO DOWNLOAD
  • 9. The App Landscape Transactional Generates in-app revenue Direct Revenue from App Marketplace (minus marketplace commission) PAY TO DOWNLOAD FREE TO DOWNLOAD Non-Transactional Brand Experience, utility and/or entertainment
  • 10. Two models for free branded apps Branded Utility Focus on the brand providing a useful tool to consumers. Branded Entertainment Focus on entertaining with brand- inspired fun/novelty concepts. Non Transactional Free apps
  • 11. Two models for free branded apps Branded Utility Focus on the brand providing a useful tool to consumers. Branded Entertainment Focus on entertaining with brand- inspired fun/novelty concepts. Non Transactional Free apps
  • 12. Two models for free branded apps Branded Utility Focus on the brand providing a useful tool to consumers. Branded Entertainment Focus on entertaining with brand- inspired fun/novelty concepts. Non Transactional Free apps
  • 13. How can free apps improve the bottom line? • Improve brand loyalty/exposure • Reach consumers with close to zero media cost • Create new opportunities for consumers to access existing online services • Inexpensive market research • Generate PR • Influence purchase decisions
  • 14. Conceiving your corporate app • What existing brand-specific assets, services or infrastructure can be leveraged to create the app? • Does it already exist in non-branded or competitor form? How will your version differentiate itself? • Will it fully exploit the mobile platform to achieve tangible benefits to your brand? • How could it connect/reinforce your brand’s presence on other platforms or ATL?
  • 15. Meet the app consumer • A different kind of relationship • Think experiences, features then messages • Trust is everything • Every app is a social media campaign* • Exposure vs Retention * “Apps users value the recommendations of third parties, whether it is a family member, a friend, or a site or service offering ratings and reviews. Those seeking to market mobile apps would be well advised to emphasize two tactics: Word-of-mouth marketing (including social media) and securing favourable ratings and reviews.” NIELSEN “State of mobile apps” whitepaper, 2010xx
  • 16. The app marketplace • Welcome to Mobile Hollywood! • Build a strategy to take it to market • Existing brand perception impacts downloads • Reviews are instant and passionate • Prepare for long term commitment
  • 17. Choosing platforms and minding the gap • “Mobile App” doesn’t just mean “iPhone App” any more. • As the smartphone demographic broadens, so will the pressure for popular apps to be “on everything” • Web Apps versus Native Apps • The solution - Hybrid Mobility
  • 18. Two case studies Tic Tac Shake & Share Coles Shopmate
  • 19. Tic Tac Shake & Share
  • 20. Tic Tac Shake & Share
  • 21. Tic Tac Shake & Share
  • 22. Tic Tac Shake & Share
  • 23. Tic Tac Shake & Share – Results • 1.6 million global downloads and rising – 550,000 active users • Top free app in Australian Entertainment category (for over a month) • 2nd top free app overall on the Aus app store • Remained in the store-wide free top 10 for over 2 months • Remained in the store-wide free top 50 for over a year • 50+ articles written across the web and print media • Cost per download: ~1c } • Cost per conversion: ~2c } (zero media spend) • Cost per acquisition: ~$1.00 } • Free market research Brand exposure Bottom line
  • 24. Coles Shopmate
  • 25. Coles Shopmate
  • 26. Coles Shopmate – Results • 180,000 Australian downloads and rising • Number 1 the in Australian Lifestyle category • Top 10 free apps in the Australian App Store • First to market with branded supermarket assistant • Cost per download: ~20c • Over 2300 users per day • Top recipes average close to 3,000 views per month • Top store welcome around 1,000 shoppers using the app per month Brand Exposure Bottom Line
  • 27. Ten Commandments for a great App 1. Make it unique, or make it better 2. Design it twice 3. Let them play straight away 4. No Smoke & Mirrors 5. Will it work in the real world? 6. Is it a joy to use? 7. How will people share it? 8. What will the haters say? 9. Plan to promote it 10. Plan to support it
  • 28. Thank you! webling interactive Extraordinary Brand Experiences Online www.webling.com.au