LESS THAN FIVE YEARS SINCE THE LAUNCH
OF APPLE’S APP STORE, MOBILE APPLICATIONS
HAVE BECOME ONE OF THE PRIMARY WAYS
PEOPLE COMMUNICATE, SHOP, ORGANIZE
THEIR LIVES, PLAY OR EVEN WORK. WHAT’S THE
NEXT STAGE IN THE EVOLUTION
OF MOBILE APPS?
1993
IBM begins selling
Simon, which paves the
way for modern
smartphones by
2002
including a touchscreen
instead of buttons.
IT ALSO INCLUDES:
RIM releases its first BlackBerry
devices with integrated phone
Calendar Address World Calculator Notepad Email functionality; the product line
book clock eventually evolves into the first
mass-market smartphone
optimized for wireless email.
Fax Games
capability
July
2008 2007
Apple releases the first iPhone,
APPLE LAUNCHES THE APP which comes with only the default
STORE AND IPHONE 3G apps preloaded on the phone,
including:
Maps Photos Texts Weather
October April
2008 2009
GOOGLE LAUNCHES TOTAL APPLE APP STORE
ANDROID MARKET APP DOWNLOADS EXCEED
1 BILLION
HTC releases the HTC Dream,
the first commercially available
Android smartphone
April
2010
APPLE RELEASES
THE FIRST IPAD
TOTAL ANDROID MARKET
APP DOWNLOADS EXCEED Samsung releases the Galaxy,
1 BILLION
the first tablet computer with
an Android operating system
in the U.S.
August September
2010 2010
TOTAL APPLE APP STORE
APP DOWNLOADS EXCEED
APPLE RELEASES
THE IPHONE 4S
APPLE RELEASES
THE IPAD 2 10 BILLION
October March January
2011 2011 2011
TOTAL NUMBER OF MOBILE TOTAL ANDROID MARKET
APPS REACHES APP DOWNLOADS EXCEED AMONG SMARTPHONE
1 MILLION 10 BILLION
USERS, APP USAGE
SURPASSES MOBILE
December WEB USAGE
2011 APP USAGE MOBILE
WEB USAGE
BEAUTIFUL WIDGETS BECOMES THE
94 72
FIRST PAID ANDROID APP TO REACH
10 BILLION DOWNLOADS min. min.
APPLE UNVEILS THE THIRD
GENERATION OF THE IPAD
(“THE NEW IPAD”)
March
GOOGLE RENAMES THE
ANDROID MARKET GOOGLE
2012
TOTAL APPLE APP STORE PLAY
APP DOWNLOADS EXCEED
25 BILLION
SMARTPHONES ACCOUNT FOR
HALF THE CELLULAR MARKET
IN THE UNITED STATES
DRAWSOMETHING REACHES INSTAGRAM PASSES
April 50 MILLION 50 MILLION
2012 DOWNLOADS JUST 50 DAYS
AFTER RELEASE
DOWNLOADS, FROM 12
MILLION IN JANUARY
TOTAL GOOGLE PLAY APP
May DOWNLOADS EXCEED
ANGRY BIRDS EXCEEDS
2012 15 BILLION
1 BILLION
DOWNLOADS GLOBALLY
MICROSOFT RELEASES WINDOWS
8, BRINGING SMARTPHONE-STYLE
APPS TO PCS
WHAT’S COMING BY 2016…
… 44 BILLION
APP DOWNLOADS PREDICTED
… APP-TO-PERSON MESSAGING SHOULD
OVERTAKE TEXT MESSAGING
BRANDED APPS
70%
IPHONE USERS WHO HAVE DOWNLOADED
60%
WOULD BE INTERESTED IN DOING SO
APPS FROM WELL-KNOWN BRANDS
WHAT MAKES A BRANDED APP SUCCESSFUL?
According to research from Indiana University, effective branded apps
provide users with information and personalization – and, most
importantly, a connection to a brand they know and trust.
TABLETS VS. SMARTPHONES
Not all apps are created the same for all platforms; users of tablets
probably want something completely different from smartphone users.
HOW THEY USE THEIR DEVICES
89% 72%
Tablet users who go online with Smartphone users who
their devices while at home access the web on the go
SMARTPHONES’ PORTABILITY ALSO
MEANS THEY ARE USED MORE FREQUENTLY.
APPS FOR EACH PLATFORM
SMARTPHONE TABLET
QUICK, KEEP EASE ANALYSIS, DISCOVERY
OF PURCHASING IN MIND AND CONTENT CONSUMPTION
DISPLAY ADS WELL-TOLERATED DISPLAY ADS WELL-TOLERATED
IN-APP ADS SHOULD BE EASY CAN EMPLOY LONGER-FORM IN-APP
TO CLICK THROUGH; USERS ADS, BUT MAKE SURE THEY ARE
WON’T WANT TO SIT HIGHLY RELEVANT TO APP USERS
THROUGH A MINUTE-LONG AD
APPS ARE UBIQUITOUS BENEFITS FOR BRANDS
AND ENGAGING
INCREASE IN GENERAL
INTEREST OF PRODUCT
APPS PRESENT AN INNOVATIVE APPS HAVE EXPANDED FROM
NEW MARKETING SMARTPHONES TO TABLETS TO IMPROVEMENT IN
/COMMUNICATION CHANNEL PCS (I.E. COVER ALL DEVICES) ATTITUDE TOWARD BRAND
You've invited the brand into your life and onto your phone. If it's an informational app, you're
inviting that brand even deeper in, because now you're thinking about what's in your life and
apply it to the things that the apps are presenting you with. With the experiential app, things are
still kept at a distance -- you're still experiencing it on your phone and not in your life.
ROBERT F. POTTER,
DIRECTOR OF THE INSTITUTE FOR COMMUNICATION RESEARCH AT IU BLOOMINGTON
KEYS TO ENGAGEMENT
TAKE ADVANTAGE OF THE UBIQUITY OF APPS AND THEIR HIGH USAGE/ENTERTAINMENT VALUE TO CREATE A
HIGHLY EFFECTIVE MARKETING CHANNEL. COORDINATE IT SEAMLESSLY WITH EXISTING CHANNELS, INCLUDING
EMAIL, WEB, SOCIAL MEDIA AND MORE.
HOW CAN IT WORK?
Automate the Create, target and Send
execution of personalize push notifications
campaigns of push notifications and and in-app
notifications in-app content content that are
contextualized
and geo-
personalized
Leverage data in a central Measure the
marketing database to response rates and
send consistent messages revenues generated
via the app and other from push and app
channels (cross-channel, campaigns
not just another silo)
EXAMPLES
EVENT-TRIGGERED AND CROSS-CHANNEL MARKETING TRANSACTIONAL MARKETING
A user abandons an online Upon completing an online
shopping cart and receives purchase, the user receives
a coordinated email and an order confirmation via
mobile push notification. push notification and is
Upon accepting the push redirected in app to review
notification, they’re the purchase details and
redirected to complete the receive additional product
purchase in the app. recommendations based on
their purchase.
PROMOTIONAL MARKETING GEOLOCATION MARKETING
The user receives an Based on a Facebook
exclusive offer via push check-in, the user receives a
notification and is real-time push notification
redirected to a product with a personalized offer for
info area within the app. a promotion at a nearby
A badge displays the store location.
number of days remaining
before the promotion
expires.
ADDITIONAL SOURCES
http://www.androidcentral.com/beautiful-widgets-achieves-1-million-downloads-becomes-1st-paid-app-do-so
Nielsen
Indiana University
http://newsinfo.iu.edu/news/page/normal/20609.html
Juniper Research, May 2011