#MRMstrategy

iOS 7 IMPLICATIONS FOR
APP MARKETERS:
1 MONTH LATER
October 22, 2013

Cezary Pietrzak

Director of Marketing...
iOS 7 has made a big splash

73%


3 days


9MM


11


of Apple users
are on iOS 7

to cross

50% adoption

iPhone 5S/5Cs
...
And it’s a made a big splash
iOS 7 has great leap forward

•

•

•

“

Every new release of iOS since 2007
has brought new...
iOS 7 is pushing the personal

ENGAGE ME

SYNC ME

LOCATE ME

‣

New UI

‣

Automatic updates

‣

Popular Near Me

‣

Fall...
Appboy drives the “Me”

•

•

Appboy is the leading platform for
mobile relationship management (MRM)
We’re the only compa...
ENGAGE ME
‣

New UI

‣

Falling user reviews

‣

Algorithm changes

#MRMstrategy

SYNC ME

LOCATE ME
iOS 7 connects on many levels

•

Visual: Flat design, bright colors, thin
fonts, borderless views,

parallax effect

•

F...
You can adapt to iOS 7

Seatgeek

Seatgeek

Kickstarter

Kickstarter

iOS 6

iOS 7

iOS 6

iOS 7

#MRMstrategy
Or you can transform

“

Playing with the beta of iOS 7
brought us to the realization
that this would not just be a
re-ski...
But doing nothing will cost you

3.56

avg. app rating
vs.

2.81

for reviews w/ “iOS 7”
WhatsApp

#MRMstrategy

Tweetbot
Positive app ratings impact discovery
Apple improved its ranking algorithm
to incorporate app ratings in July/
August 2013...
Improve iOS 7 engagement in 3 steps

01

02

Spend more time listening to your customers

03

#MRMstrategy

Still in iOS6?...
SYNC ME
Engage me

ENGAGEme
Locate ME
‣
‣

Background fetch

‣

#MRMstrategy

Automatic updates
AirDrop

LOCATEme
Locate M...
We’re moving to a real-time
iOS 7 has made a big splash mentality

iOS 6 and earlier
Network limitations

Frictionless int...
Experiment more with automatic
iOS 7 has made a big splash
updates
•

Product teams can get new app
functionality to marke...
Eliminate the wait with background
iOS 7 has made a big splash
fetch
•

Background Fetch allows your app to
fetch data on ...
Drive sharing and installs with
iOS 7 has made a big splash AirDrop

•

Use Airdrop to encourage immediate
peer-to-peer sh...
ENGAGE ME

SYNC ME

LOCATE ME
Engage me
‣
‣

Passbook

‣

#MRMstrategy

Popular Near Me
iBeacons
Location made its stride
iOS 7 hashas hit a big splash

•

Location has been a controversial
issue in mobile since app dev...
iOS 7 location features that are

iOS 7 has made a big splash
pro-user
Popular Near Me
Increases discovery of niche and lo...
#MRMstrategy

CONNECT WITH US
www.appboy.com
hello@appboy.com

@appboy
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iOS 7 Implications for App Marketers (10.22.13)

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“iOS 7 is the most significant change to the mobile operating system since our first iOS platform.”
- Jony Ive, SVP of Design at Apple

The look, the feel and the flow have all changed with iOS 7. Dramatic isn’t the right word – it’s polarizing.

But love it or hate it, app marketers need to react.

One month after its launch, we’re starting to see the true impact of iOS 7 on the app ecosystem. While some apps are making big gains, others are on the fast track to becoming zombies. Almost everyone is struggling to embrace the new design and make the most of technologies like iBeacons and Airdrop.

Appboy’s Director of Marketing, Cezary Pietrzak, and Mobile Strategist, Spencer Burke, put together a webinar discussing these implications and how you can win with iOS 7.

Topics covered:

- Key iOS 7 adoption statistics
- How app marketers are adapting to the new flat design
- The evolution of the App Store ranking algorithm
- The rising importance of location and context
- The opportunities and challenges of automatic updates

Published in: Technology
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iOS 7 Implications for App Marketers (10.22.13)

  1. 1. #MRMstrategy iOS 7 IMPLICATIONS FOR APP MARKETERS: 1 MONTH LATER October 22, 2013 Cezary Pietrzak
 Director of Marketing ! Spencer Burke
 Mobile Strategist
  2. 2. iOS 7 has made a big splash 73%
 3 days
 9MM
 11
 of Apple users are on iOS 7 to cross
 50% adoption iPhone 5S/5Cs sold 1st weekend launch countries (including China) #MRMstrategy
  3. 3. And it’s a made a big splash iOS 7 has great leap forward • • • “ Every new release of iOS since 2007 has brought new changes, from big hits like FaceTime to flops like Apple Maps But Apple has never released such a dramatically different, feature-rich update iOS 7 brings app marketers closer to the end user than ever before #MRMstrategy v iOS 7 is the most significant change to the mobile operating system since our first iOS platform" ! ! — Jony Ive, SVP of Design
  4. 4. iOS 7 is pushing the personal ENGAGE ME SYNC ME LOCATE ME ‣ New UI ‣ Automatic updates ‣ Popular Near Me ‣ Falling user reviews ‣ Background fetch ‣ Passbook ‣ Algorithm changes ‣ AirDrop ‣ iBeacons #MRMstrategy
  5. 5. Appboy drives the “Me” • • Appboy is the leading platform for mobile relationship management (MRM) We’re the only company that offers key MRM tools on one dashboard: • Multi-channel messaging (push / in-app / email) • Automation • • User segmentation • LAPSED USER Customer support Appboy can help you improve organic engagement by 25%-80% #MRMstrategy SOCIAL INFLUENCER BIG SPENDER
  6. 6. ENGAGE ME ‣ New UI ‣ Falling user reviews ‣ Algorithm changes #MRMstrategy SYNC ME LOCATE ME
  7. 7. iOS 7 connects on many levels • Visual: Flat design, bright colors, thin fonts, borderless views,
 parallax effect • Functional: new gestures, new interactions, disappearing controls • Emotional: light, airy, fun #MRMstrategy
  8. 8. You can adapt to iOS 7 Seatgeek Seatgeek Kickstarter Kickstarter iOS 6 iOS 7 iOS 6 iOS 7 #MRMstrategy
  9. 9. Or you can transform “ Playing with the beta of iOS 7 brought us to the realization that this would not just be a re-skin. We really had to just start over with the new foundation and concepts of iOS 7 ! ! Facebook iOS 6 #MRMstrategy Facebook
 iOS 7 — Mark Jardine, Tweetbot
  10. 10. But doing nothing will cost you 3.56
 avg. app rating vs. 2.81
 for reviews w/ “iOS 7” WhatsApp #MRMstrategy Tweetbot
  11. 11. Positive app ratings impact discovery Apple improved its ranking algorithm to incorporate app ratings in July/ August 2013 • Previously, ranking relied only on ‘popularity’ and ‘velocity’ • Rankings are also now updating on a 3-hour schedule vs. 15 minutes • Apple will continue tweaking its algorithm to reward engaging apps The Virtuous Cycle Engagement App installs • Positive ratings Rankings Discoverability #MRMstrategy
  12. 12. Improve iOS 7 engagement in 3 steps 01 02 Spend more time listening to your customers 03 #MRMstrategy Still in iOS6? Triage your options and avoid inertia at all cost Think about simple ways to start a dialogue with your customers
  13. 13. SYNC ME Engage me ENGAGEme Locate ME ‣ ‣ Background fetch ‣ #MRMstrategy Automatic updates AirDrop LOCATEme Locate ME
  14. 14. We’re moving to a real-time iOS 7 has made a big splash mentality iOS 6 and earlier Network limitations Frictionless interactions Slow load speeds Instant gratification Frustration #MRMstrategy iOS 7 Efficiency + value
  15. 15. Experiment more with automatic iOS 7 has made a big splash updates • Product teams can get new app functionality to market quicker • More freedom to focus on new feature awareness and adoption • Tweak, optimize, and measure more efficiently • Tailor an experience to the needs of their audience Pinterest #MRMstrategy
  16. 16. Eliminate the wait with background iOS 7 has made a big splash fetch • Background Fetch allows your app to fetch data on a regular basis, so it’s ready the moment your app is launched • Applications: breaking news, sports scores, stock prices, pre-loading content for places w/ weak network • Give people what they want fast, without the worry of technology getting in the way #MRMstrategy
  17. 17. Drive sharing and installs with iOS 7 has made a big splash AirDrop • Use Airdrop to encourage immediate peer-to-peer sharing • If users don’t have the app, it will require an App Store install - big opportunity to increase organic discovery • Stronger engagement recommended by friends and starting with content Kayak #MRMstrategy
  18. 18. ENGAGE ME SYNC ME LOCATE ME Engage me ‣ ‣ Passbook ‣ #MRMstrategy Popular Near Me iBeacons
  19. 19. Location made its stride iOS 7 hashas hit a big splash • Location has been a controversial issue in mobile since app developers first started using it • iOS 7 has found a good balance between privacy concerns and the value of location data • Using location to provide context is becoming an indispensable part of a mobile marketer’s toolbox #MRMstrategy
  20. 20. iOS 7 location features that are
 iOS 7 has made a big splash pro-user Popular Near Me Increases discovery of niche and local apps based upon “hyper local” searches and downloads. What are people in my location downloading? Now you know. Passbook The place to keep your digital coupons, airline & train tickets, movie passes,  rewards and gift cards, now with QR code functionality. iBeacons GPS for inside. Can be used to find products in a store, or seats in a stadium. Useful! #MRMstrategy
  21. 21. #MRMstrategy CONNECT WITH US www.appboy.com hello@appboy.com
 @appboy

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