Your brand seen through the eyesof an iphone user               Ernst & Young London - December 1st, 2011                 ...
Smartphones and Apps:A booming market    Smartphones               Mobile AppsBooming Android   „Gartner forecasts that by...
Smartphones and Apps
New challenges and opportunities • Apps become a major customer touchpoint • Apps attract consumer and business customers ...
This is not a.....
What if your brand had many apps...?
Action: Manage your portfolio of apps!• What is your portfolio• Finding an app on the phone• Icons and app names• Publishe...
App Store accounts• Nike, Inc• Nike ItalyIcons and names• Nike brand logo• partly explanatory  namesNote• Nike/Apple hardw...
App Store accounts• PUMA Japan K.K• PUMA AGIcons and names• no real branding
App Store accounts• adidas AG• adidas eyewear• adidas  international, Inc• adidas Japan K.K.• agenciesIcons and names• 6 x...
A clear message to customers? trackName             artistName               sellerName adidas Originals      adidas Inter...
iTunes: publisher names
Different views
Some industries & brands are advanced • Automotive • Mobile Operators • Coca Cola • Games
Automotive: AudiFind an app on the phone
Automotive: Audi                 Mobile WebsiteWebsite
Automotive: Audi                            Each app is                             represented:A proper landing page for ...
App portfolio management basics✓ App icon design guidelines✓ App naming guidelines✓ Manage categories, keywords and descri...
App & serviceportfolio managament tools and topicsService proposition                        Launch promotion• uniqueness ...
And this is the real challenge...
New digital products special session 01 dec11
New digital products special session 01 dec11
New digital products special session 01 dec11
New digital products special session 01 dec11
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New digital products special session 01 dec11

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New digital products special session 01 dec11

  1. 1. Your brand seen through the eyesof an iphone user Ernst & Young London - December 1st, 2011 based on:
  2. 2. Smartphones and Apps:A booming market Smartphones Mobile AppsBooming Android „Gartner forecasts that by 2014, there will be more than 70 billion mobile application downloads from app stores every year. This will grow from a consumer-only phenomena to an enterprise focus. With enterprise app stores, the role of IT shifts from that of a centralized planner to a market manager providing governance and brokerage services to users and potentially an cosystem to upportentrepreneurs. Enterprises should use a managed diversity approach to focus on app store efforts and segment apps by risk and value“ Quelle: Gartner
  3. 3. Smartphones and Apps
  4. 4. New challenges and opportunities • Apps become a major customer touchpoint • Apps attract consumer and business customers • An unmanaged app portfolio is like an unmanaged brand • App consultancy and audits is a growing business
  5. 5. This is not a.....
  6. 6. What if your brand had many apps...?
  7. 7. Action: Manage your portfolio of apps!• What is your portfolio• Finding an app on the phone• Icons and app names• Publisher names and app store accounts• App marketing toolbox
  8. 8. App Store accounts• Nike, Inc• Nike ItalyIcons and names• Nike brand logo• partly explanatory namesNote• Nike/Apple hardware partnership
  9. 9. App Store accounts• PUMA Japan K.K• PUMA AGIcons and names• no real branding
  10. 10. App Store accounts• adidas AG• adidas eyewear• adidas international, Inc• adidas Japan K.K.• agenciesIcons and names• 6 x brand logo• explanatory names
  11. 11. A clear message to customers? trackName artistName sellerName adidas Originals adidas International, Inc. adidas Group adidas Urban Art Guide adidas AG adidas AG miCoach adidas International, Inc. adidas Group adidas Super 64 adidas Super 64 Michael Flynn SILHOUETTE adidas eyewear adidas eyewear International Schmied AG adidas reader IPS Pirates IPS Pirates adidas大学 adidas Japan K.K. adidas Japan アディダス時限クーポン adidas Japan K.K. adidas Japan ID LEW_LARA/TBWA adidas shake IDTBWA INTERNET PROPAGANDA
  12. 12. iTunes: publisher names
  13. 13. Different views
  14. 14. Some industries & brands are advanced • Automotive • Mobile Operators • Coca Cola • Games
  15. 15. Automotive: AudiFind an app on the phone
  16. 16. Automotive: Audi Mobile WebsiteWebsite
  17. 17. Automotive: Audi Each app is represented:A proper landing page for apps related topics
  18. 18. App portfolio management basics✓ App icon design guidelines✓ App naming guidelines✓ Manage categories, keywords and descriptions✓ One App Store account for all brand apps✓ One landing page/support page for all brand apps✓ App monitoring and reporting✓ Customer support and feedback structure✓ Provide guidelines and tools for 3rd parties making use of your app
  19. 19. App & serviceportfolio managament tools and topicsService proposition Launch promotion• uniqueness • sneak peek preview• target audiences • beta testing• competition • promo codes• message • forums & communities• benefit• relevanceApp design Promotion packages• icon consistency • press release• tested icon design • twitter & facebook• app usability • custom twitter account• app sensor usage• situation & context aware design App • Facebook Fan Page • review sites submission• user centricity • promotional pricing• mobile websites • banner for apps • in-market app trackingApp store optimisation • in-app analysis• competitive research • app store SEO• app description • app website promotion• keyword write and research • web SEO• category research • teaser youtube video• screenshots • web support pages• app pricing • mobile websites• updates• reviews & ratings
  20. 20. And this is the real challenge...

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