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

    • Webling Interactive Fun & Functionality Brand strategies for the future of mobile
    • 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
    • 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) 1. Social 2. Games 3. Maps 4. Travel 5. Weather 6. Banking * Nielsen Telstra Bigpond Mobile Study 2010
    • 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) 1. Social 2. Games 3. Maps 4. Travel 5. Weather 6. Banking Fart Apps * Nielsen Telstra Bigpond Mobile Study 2010
    • The App Landscape PAY TO DOWNLOAD FREE TO DOWNLOAD
    • The App Landscape PAY TO DOWNLOAD FREE TO DOWNLOAD Direct Revenue from App Marketplace (minus marketplace commission)
    • The App Landscape PAY TO DOWNLOAD FREE TO DOWNLOAD Direct Revenue from App Transactional Non Transactional Marketplace Generates in-app revenue Brand Experience, utility (minus marketplace commission) and/or entertainment
    • The App Landscape PAY TO DOWNLOAD FREE TO DOWNLOAD Direct Revenue from App Transactional Non Transactional Marketplace Generates in-app revenue Brand Experience, utility (minus marketplace commission) and/or entertainment
    • The App Landscape PAY TO DOWNLOAD FREE TO DOWNLOAD Direct Revenue from App Transactional Non-Transactional Marketplace Generates in-app revenue Brand Experience, utility (minus marketplace commission) and/or entertainment
    • Two models for free branded apps Non Transactional Free apps Branded Utility Branded Entertainment Focus on the brand providing Focus on entertaining with brand- a useful tool to consumers. inspired fun/novelty concepts.
    • Two models for free branded apps Non Transactional Free apps Branded Utility Branded Entertainment Focus on the brand providing Focus on entertaining with brand- a useful tool to consumers. inspired fun/novelty concepts.
    • Two models for free branded apps Non Transactional Free apps Branded Utility Branded Entertainment Focus on the brand providing Focus on entertaining with brand- a useful tool to consumers. inspired fun/novelty concepts.
    • 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
    • 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?
    • 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
    • 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
    • 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
    • Two case studies Tic Tac Shake & Share Coles Shopmate
    • Tic Tac Shake & Share
    • Tic Tac Shake & Share
    • Tic Tac Shake & Share
    • Tic Tac Shake & Share
    • Tic Tac Shake & Share – Results Brand exposure • 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 Bottom line • Cost per download: ~1c } • Cost per conversion: ~2c } (zero media spend) • Cost per acquisition: ~$1.00 } • Free market research
    • Coles Shopmate
    • Coles Shopmate
    • Coles Shopmate – Results Brand Exposure • 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 Bottom Line • 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
    • 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
    • Thank you! webling interactive Extraordinary Brand Experiences Online www.webling.com.au