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Gemma Ravensdale - BEN Apps for Business


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Gemma Ravensdale - BEN Apps for Business

  1. 1. A Purposeful App Gemma Ravensdale - Planning Director Developing smartphone applications for your business and brands
  2. 2. Mubaloo <ul><li>Bespoke App Solutions for Businesses and Brands </li></ul><ul><li>40 Staff, 50 Apps and counting </li></ul><ul><li>London, Bristol, Berlin, Helsinki, New York </li></ul>
  3. 3. Application Strategy <ul><li>“ We’d like to dip our toe in the water… where shall we begin?” </li></ul><ul><li>Review and definition of the mobile strategy: </li></ul><ul><li>Who's it for </li></ul><ul><li>It’s role within the business </li></ul><ul><li>How to measure success </li></ul><ul><li>“ What are the potential revenue streams?” </li></ul><ul><li>“ How big is the potential audience?” </li></ul><ul><li>“ How does this sit alongside my other services / marketing activity?” </li></ul>
  4. 4. Application Scope <ul><li>“ I guess it’s not so simple as condensing our existing website?” </li></ul><ul><li>Definition of the scope: </li></ul><ul><li>UX – Business & Audience requirements </li></ul><ul><li>Prioritisation of functionality and content </li></ul><ul><li>“ What functionality is possible within the various mobile platforms?” </li></ul><ul><li>“ What experience can we offer to our customers?” </li></ul><ul><li>“ How much would it cost to do X?” </li></ul>
  5. 5. A focus on Purpose <ul><li>“ Is Purpose the new Proposition ?” </li></ul><ul><li>Brand Experience </li></ul><ul><li>Increase relevance </li></ul><ul><li>Listen and interact </li></ul><ul><li>Build momentum </li></ul><ul><li>Service Extension </li></ul><ul><li>Increase reach </li></ul><ul><li>Improve accessibility </li></ul><ul><li>Build reliance </li></ul>A Purposeful App
  6. 6. The Role of an App
  7. 7. The Role of an App <ul><li>Service extension </li></ul><ul><li>Marketing tactic </li></ul><ul><li>A channel in itself </li></ul><ul><li>Sales tool </li></ul><ul><li>Internal tool </li></ul><ul><li>Brand experience </li></ul><ul><li>Hardware extension </li></ul><ul><li>Info on the move </li></ul><ul><li>A taster </li></ul><ul><li>Drive acquisition </li></ul><ul><li>Build PR </li></ul><ul><li>Engagement-led </li></ul><ul><li>Entertainment / Events </li></ul><ul><li>Supports less formal comms </li></ul><ul><li>Up to date </li></ul><ul><li>Intuitive </li></ul><ul><li>Capture data on the move </li></ul><ul><li>Supporting internal comms </li></ul><ul><li>Building efficiencies </li></ul>
  8. 8. Top 5 Tips for a Purposeful App
  9. 9. Top 5 tips for a Purposeful App <ul><li>A purposeful app... </li></ul><ul><li>Does not translate your offering – Instead it should evolve it </li></ul><ul><li>Keeps it simple </li></ul><ul><li>Recognises it’s role within the broader business offering </li></ul><ul><li>Offers a two way value transaction </li></ul><ul><li>Learns from user behaviour and responds </li></ul>VALUE Value Complexity Y N
  10. 10. Meeting Commercial Targets
  11. 11. Meeting Commercial Targets <ul><li>Monetisation </li></ul><ul><ul><li>In-app purchases </li></ul></ul><ul><ul><li>Partner promotion </li></ul></ul><ul><ul><li>Promotion of premium apps </li></ul></ul><ul><ul><li>Subscription services </li></ul></ul><ul><li>Momentum </li></ul><ul><ul><li>Educate internal teams </li></ul></ul><ul><ul><li>Make the most of existing assets </li></ul></ul><ul><ul><li>Seed among prime advocates ahead of “stretch” audience </li></ul></ul>
  12. 12. Many thanks for your time Embassy House Queen’s Avenue Bristol BS8 1SB 85 Strand London WC2R 0DW 280 Madison Ave # 912 New York NY 10016 USA Gemma Ravensdale [email_address] 0117 973 3983 Keilasatama 3 Espoo, 02150 Finland Potsdamer Platz 10 Berlin 10785 Germany