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18 ungeschminkte Wahrheiten über mobile Apps

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Bereits mehr als 69% der Österreicher nutzen tagtäglich Smartphones und damit auch immer mehr mobile Applikationen. Jeden Tag stehen 1000e neue Apps auf den Portalen zum Downloaden bereit. Chris Budgen – CCO der Agentur diamond:dogs|group, Österreichs Marktführer im Bereich New Media – gab beim vergangenen Marketing Clubabend eine genaue Anleitung für die erfolgreiche Entwicklung einer Mobilen Applikation. Fakt ist, Mobile Apps kosten Zeit und Geld. Wer eine Anwendung umsetzen möchte, die auf den zahlreichen Endgeräten tatsächlich funktioniert und ausreichend getestet wurde, der muss schon mal 50.000 Euro und einige Wochen Entwicklungszeit einkalkulieren. Laut Budgen sollten Apps aber keine Alleskönner sein. Wichtig ist die Konzentration auf einen Kernnutzen, der einen wahren Mehrwert für den User darstellt.

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18 ungeschminkte Wahrheiten über mobile Apps

  1. 1. Chris Budgen CCO
  2. 2. Die härtesten 3 Wahrheiten gleich zu Beginn
  3. 3. 18 Wahrheiten über Apps 1. Apps kosten Geld
  4. 4. 18 Wahrheiten über Apps 1. Apps kosten Geld
  5. 5. 18 Wahrheiten über Apps 1. Apps kosten Geld 2. Apps kosten Zeit Ø 125 Personentage = 25 Wochen
  6. 6. 18 Wahrheiten über Apps 1. Apps kosten Geld 2. Apps kosten Zeit 3. Apps kosten Energie
  7. 7. Warum werden Apps bevorzugt? Quelle: Smartphone-Studie 2013, Compuware
  8. 8. Apps? Na klar. Jeder Dritte hat mehr als 20 Apps installiert Installierte Apps 40% 35% 30% 25% 20% 15% 10% 5% 0% 34% 27% > 20 21% 15% 10 - 20 6 - 10 Keine Apps > 20 10 - 20 6 - 10 Keine Apps Quelle: Mobile Communication Report 2012, Mobile Marketing Association
  9. 9. 18 Wahrheiten über Apps 4. Apps sind bereits ein Massenphänomen
  10. 10. Kennen Sie uns?
  11. 11. $ 200 Millionen Umsatz 2012 $ 71 Millionen Gewinn 2012 101% Wachstum
  12. 12. Kennen Sie uns auch? Nur Zwei von 51 Spielen die Rovio vor dem Launch von Angry Birds entwickelt hat
  13. 13. Auch eine Wahrheit: 63% der Apps haben weniger als 50k Downloads 59% der Apps erzeugen nicht genug Gewinn um die Entwicklungskosten abzudecken
  14. 14. 18 Wahrheiten über Apps 4. Apps sind bereits ein Massenphänomen 5. Gewinnorientierte Apps sind ein Glücksspiel
  15. 15. Zu viel Arbeit!
  16. 16. Zu viel Risiko!
  17. 17. So dachten auch einige beim Siegeszug des Internet
  18. 18. Paid App Profit In-App Käufe Werbung Mobile App Image orientiert Non Profit Prozess orientiert Service orientiert
  19. 19. 18 Wahrheiten über Apps 4. Apps sind bereits ein Massenphänomen 5. Gewinnorientierte Apps sind ein Glücksspiel 6. Apps können Wettbewerbsvorteile darstellen
  20. 20. Die Frage aller Fragen: Was sind die Zutaten für eine nachhaltig erfolgreiche App?
  21. 21. 25% Planung
  22. 22. Planung • Welche Ziele verfolgt mein Unternehmen mit der App? • Wie kann eine App Mehrwert für meine Kunden generieren? • Passt dieser Mehrwert zu mir und meiner Marke?
  23. 23. Beispiel für klaren Kundennutzen: Starbucks App
  24. 24. Planung • Welche Technologien und Schnittstellen werden benötigt? • Welche internen Rahmenbedingungen müssen geschaffen werden? • Detailplanung
  25. 25. 18 Wahrheiten über Apps 7. Apps sind die Verlängerung der Marke und repräsentieren das Unternehmen 8. Apps müssen nicht Alleskönner sein, Konzentration auf den Kernnutzen 9. Apps spielen sich meist nicht nur am Handy ab sondern sind Teil eines EcoSystems
  26. 26. 25% 25% Umsetzung
  27. 27. Umsetzung • Laufende Überprüfung der Planungsannahmen • Entwickeln Sie realistische Erwartungshaltungen (vor allem hinsichtlich Lauffähigkeit und Kompatibilität) 1 Monat am Markt iPhone Android Phones 16 Monate am Markt
  28. 28. Android Fragmentation
  29. 29. Umsetzung • Laufende Überprüfung der Planungsannahmen • Entwickeln Sie realistische Erwartungshaltungen (vor allem hinsichtlich Lauffähigkeit und Kompatibilität) • Design für iOS ≠ Android ≠ Windows Mobile
  30. 30. Umsetzung • Laufende Überprüfung der Planungsannahmen • Entwickeln Sie realistische Erwartungshaltungen (vor allem hinsichtlich Lauffähigkeit und Kompatibilität) • UI Design für iOS ≠ Android ≠ Windows Mobile • Prüfen Sie rechtzeitig die Kompatibilität mit den App Store Guidelines
  31. 31. 18 Wahrheiten über Apps 10. Apps müssen auf möglichst vielen Plattformen verfügbar sein 11. Apps können nicht auf allen Plattformen gleich sein 12. Apps können nicht für alle Endgeräte optimiert werden
  32. 32. 25% 25% 20% Optimierung
  33. 33. Optimierung • Definieren Sie Testszenarien und zu testende Use Cases • Testen, testen und nochmals testen
  34. 34. Optimierung • Definieren Sie Testszenarien und zu testende Use Cases • Testen, testen und nochmals testen • Eye-Candy ist wichtig und macht einen hohen Anteil an der User Experience aus
  35. 35. Bsp. Eye Candy: Solar
  36. 36. Optimierung • Definieren Sie Testszenarien und zu testende Use Cases • Testen, testen und nochmals testen • Eye-Candy ist wichtig und macht einen hohen Anteil an der User Experience aus • Bringen Sie laufend neue Versionen raus (Verbesserungen und Neuerungen)
  37. 37. Laufende Erweiterung und Optimierung
  38. 38. Optimierung • Definieren Sie Testszenarien und zu testende Use Cases • Testen, testen und nochmals testen • Eye-Candy ist wichtig und macht einen hohen Anteil an der User Experience aus • Bringen Sie laufend neue Versionen raus (Verbesserungen und Neuerungen) • Nehmen Sie User Feedback ernst und ermöglichen Sie Interaktionen abseits der App Stores
  39. 39. 18 Wahrheiten über Apps 13. Apps werden nicht in einer Version gebaut, das Testen und Optimieren macht oft 40% der Projektdurchlaufzeit aus 14. Apps müssen systematisch getestet werden 15. Apps sind nicht fertig sobald sie im App Store sind
  40. 40. 25% 25% 20% Vermarktung 20%
  41. 41. Vermarktung • Beginnen Sie frühzeitig Interesse für Ihre App zu erzeugen
  42. 42. Vermarktung • Beginnen Sie frühzeitig Interesse für Ihre App zu erzeugen • Investieren Sie Zeit in das App Icon, die richtigen Screens, App Store Texte und Landingpage
  43. 43. Vermarktung • Beginnen Sie frühzeitig Interesse für Ihre App zu erzeugen • Investieren Sie Zeit in das App Icon, die richtigen Screens, App Store Texte und Landingpage • Launchen Sie mit einem Big Bang, die ersten Tage im App Store sind oft entscheidend
  44. 44. Launch Kampagne: Erste Bank
  45. 45. Vermarktung • Beginnen Sie frühzeitig Interesse für Ihre App zu erzeugen • Investieren Sie Zeit in das App Icon, die richtigen Screens, App Store Texte und Landingpage • Launchen Sie mit einem Big Bang, die ersten Tage im App Store sind oft entscheidend • Integrieren Sie Review- und Alert-Push in der App
  46. 46. 18 Wahrheiten über Apps 16. Apps werden nicht erst ab dem Launch vermarktet 17. Apps müssen umfassend in alle Kommunikationsprozesse des Unternehmens integriert werden 18. Eine schlechte App zu vermarkten kostet zehnmal soviel wie eine gute App zu vermarkten (außer Sie haben echte Marken-Afficiandos)
  47. 47. Moment Mal! 25 + 25 + 20 + 20 = 90 ?!? 10% =
  48. 48. Napoléon Bonaparte © 2013, the diamond:dogs|group. All rights reserved!

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