Mobile apps and user adoption
         info@firestarter.com.sg
outline


  Importance of research and value proposition

  Marketing a mobile application

  Achieving 5,000 downloads pe...
Thorough research
How do we stand
out? What’s our
value proposition?
Desktop research



“Damn. I really want a clock that
tells me the time in different time   Examine ratings
zones, and det...
Define a single-minded proposition



  Location-based        First-person
  application           shooter




           ...
beer o’clock application
                                                                     Corporate objective –
      ...
online keyword research
singapore movie gadget
Paid apps




            So useful, customer
            is prepared to pay
            for it.
Marketing an application
App store




            Fight it out in the app
            store. Keywords,
            tagging, free trial
           ...
Time release of app




                      Time the release
                      of the app with a
                   ...
Leverage existing channels


  Facebook community
                             Promote app to an
  Email marketing        ...
Simple small space placements




              Download
              our app
                                Call to act...
Offline communications




                              Every touch point is
              Download this   an opportunity...
Mobile apps not another push channel




          Not a substitute     If I can get it from the web,
          for deskto...
Mobile apps not another push channel




                 Be wary of using digital media
                 to push another ...
Retention –
5,000 downloads per month
Phones are highly personal




                                   To get on here and stay
                                ...
Word-of-mouth



“Love this app. Helps me stay in
touch with everyone no matter
what the social media platform.
downloads


                                    Positive user reviews
                                    and ongoing
    ...
downloads

                         The users
The app benefits will    experience is
ultimately determine     paramount.
s...
New versions and content

                           Release new
                           versions with features
       ...
Serving apps to multiple
   mobile platforms
iphone penetration



                                         iPod                     iPhone                        Pene...
App usage




                                                                               According to Nielsen,
       ...
App usage




                                                                           iOS users are ten times
         ...
Fees and timing
Entry level iphone app



                                              SG$
Research. 1 day research on competition and
op...
The concepts, ideas, strategies, information, materials, artwork, plans and copy

   contained in this document are presen...
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Mobile apps and adoption v2

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Mobile apps and adoption v2

  1. 1. Mobile apps and user adoption info@firestarter.com.sg
  2. 2. outline Importance of research and value proposition Marketing a mobile application Achieving 5,000 downloads per month
  3. 3. Thorough research
  4. 4. How do we stand out? What’s our value proposition?
  5. 5. Desktop research “Damn. I really want a clock that tells me the time in different time Examine ratings zones, and detects which and comments to find weakeness timezone I’m in!!!” and new opportunities
  6. 6. Define a single-minded proposition Location-based First-person application shooter Find a model, and stick with a single- purpose
  7. 7. beer o’clock application Corporate objective – get people buying home delivered beer before leaving the office Useful counter to remind consumers to go home at a certain hour. Website: http://www.firestarter.com.sg/fs_document.php?id=153
  8. 8. online keyword research
  9. 9. singapore movie gadget
  10. 10. Paid apps So useful, customer is prepared to pay for it.
  11. 11. Marketing an application
  12. 12. App store Fight it out in the app store. Keywords, tagging, free trial versions.
  13. 13. Time release of app Time the release of the app with a device. New device owners download FREE apps
  14. 14. Leverage existing channels Facebook community Promote app to an Email marketing existing customer base. SMS marketing SEM marketing Find the best 3 mediums that Above the line have a high concentration of Event marketing eyeballs
  15. 15. Simple small space placements Download our app Call to action in an email sign off
  16. 16. Offline communications Every touch point is Download this an opportunity app now and enhance your event experience Look for captive audiences
  17. 17. Mobile apps not another push channel Not a substitute If I can get it from the web, for desktop. retention of the app will decrease over time
  18. 18. Mobile apps not another push channel Be wary of using digital media to push another digital medium. Are you just saying the same thing again?
  19. 19. Retention – 5,000 downloads per month
  20. 20. Phones are highly personal To get on here and stay here, app needs to be valuable. “what’s in it for me?” Consumers are empowered, self- centred beings
  21. 21. Word-of-mouth “Love this app. Helps me stay in touch with everyone no matter what the social media platform.
  22. 22. downloads Positive user reviews and ongoing marketing will increase retention Adoption will start off small, but grow over time Downloads per month
  23. 23. downloads The users The app benefits will experience is ultimately determine paramount. success, not marketing Getting the value proposition right at the beginning is important
  24. 24. New versions and content Release new versions with features users ask for. Schedule new content to keep the app fresh
  25. 25. Serving apps to multiple mobile platforms
  26. 26. iphone penetration iPod iPhone Penetrati Country iPhone iPad Population touch OS Total on (%) Singapore 402,922 76,575 1,453 480,950 4,987,600 9.64% Hong 299,720 69,025 2,306 371,051 7,055,071 5.26% Kong iOS has the highest overall penetration of the 3G market http://blog.nelso.com/2010/06/iphone-os-penetration-by-country.html
  27. 27. App usage According to Nielsen, which conducted a survey among 4,000 mobile subscribers, the iPhone users downloaded an average of 40 apps iPhone Android Blackberry Av no. of 40 apps 25 apps 14 apps downloads http://moconews.net/article/419-average-number-of-apps-downloaded-to-iphone- 40-android-25/
  28. 28. App usage iOS users are ten times more likely to download apps than Symbian users http://www.asymco.com/2010/10/03/ios-users-are-ten-times-more-likely-to- download-apps-than-symbian-users/
  29. 29. Fees and timing
  30. 30. Entry level iphone app SG$ Research. 1 day research on competition and opportunities UI. Full user experience and flow design Design. Original design look and feel Code. Programming and integration Versions. Free + paid versions of the app Project management Sub-total $20,000 Rollout to Android $6,000 TOTAL $26,000
  31. 31. The concepts, ideas, strategies, information, materials, artwork, plans and copy contained in this document are presented in absolute confidence and are the property of Firestarter Pte Ltd and must not be reproduced, adapted, communicated to third parties or in any way used without the express permission of Firestarter Pte Ltd. © Copyright Firestarter Pte Ltd 2010.

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