Best Practices in Mobile App Discovery


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Presentation will discuss how any individual or entity creating an app can best drive adoption. In many ways, the marketplace for mobile applications resembles the early, pre-Google days of the world wide web. So what channels can developers and marketers best pursue in order to get their app sampled and downloaded.

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Best Practices in Mobile App Discovery

  1. 1. Best Practices for  Developing and Marketing Mobile Applications What it takes to get your brand noticed in a world with 700,000 mobile apps 
  2. 2. Today's Mobile Application Landscape <ul><li>  </li></ul>More than 400,000 apps available for iOS devices (iPhone, iPad, iPod touch) More than 250,000 Android apps available on scores of devices from multiple carriers
  3. 3. iTunes App Store - Closed system: Apple exerts complete control over distribution.  -Apps can only be downloaded at one point of purchase -Superior development platform and marketing exposure. -Finite number of devices Android Market (and more) -Open development/distribution environment.  -Multiple points of purchase (Amazon, GetJar, etc.) -Multiple development platforms -Carrier/manufacturer agnostic  -Need to test on multiple devices        
  4. 4. Key Ingredients to Driving Downloads <ul><li>-Nearly impossible for iOS apps to succeed without iTunes App Store marketing support (how do you get that???) </li></ul><ul><li>-The App has to be good (high production value, unique, quickly updated to fix bugs and crashes) </li></ul><ul><li>-Strong credentials and reputation of developer/publisher/brand </li></ul><ul><li>-Established constituency to promote via social channels  </li></ul><ul><li>-Positive reviews/word-of-mouth  </li></ul><ul><li>-Ad campaign  </li></ul>
  5. 5. Appolicious Background <ul><li>-Founded in 2009 by serial entrepreneur Alan Warms </li></ul><ul><li>-Based in Chicago and backed by Apex Venture Partners  </li></ul><ul><li>-Found at, as well as separate apps for the iPhone and Android devices  </li></ul><ul><li>-Full service discovery solution that helps consumers find apps through algorithmic search and recommendations, social networking, user-generated content, professional editorial </li></ul><ul><li>-More than 2.5 million unique visitors per month. Content partner of Yahoo!.  </li></ul>
  6. 6. WWDC Update <ul><li>iCloud </li></ul><ul><li>iOS 5 </li></ul><ul><li>etc.  </li></ul>
  7. 7. Nike powers another Hall-of-Famer  <ul><li>  </li></ul><ul><li>Keys to Success  </li></ul><ul><li>-Perfect match of content with context </li></ul><ul><li>-Focuses on doing just a few things well </li></ul><ul><li>-Seamless social integration via Facebook/Twitter </li></ul><ul><li>-Value-added utility  </li></ul>Nike+ GPS iPhone app was named to the App Store Essentials Hall of Fame -Similar Nike BOOM app available on Android
  8. 8. The Starbucks Mobile Marketing Blend <ul><li>         </li></ul>&quot;Customer awareness of our apps is viral – they tell us that they learn about the apps from their friends or through social media.&quot; - Chuck Davidson, Starbucks Innovation Executive -January 2011, Starbucks Card Mobile iPhone app rolls out nationally.  -Works in 6,800 U.S. stores. -Also publishes MyStarbucks app for store locations -Available on some BlackBerry devices -No Android/Tablets
  9. 9. It's not TV, it's HBO (on your phone/tab) <ul><li>                                                            </li></ul>  &quot; Our goal is a simple one … to be on every device and every platform our subscribers are interested in accessing.&quot; - Courteney Monroe, Executive Vice President, Consumer Marketing and Digital Platforms -Launched April 29 online, iPhone, iPad and Android devices.  -Incentive includes first look at Episode 7 of  Game of Thrones -Aim to make content viewable within &quot;a couple clicks or strokes&quot; -Extension of the HBO brand
  10. 10. Zipcar Turns on Android Ignition  <ul><li>                                                         </li></ul><ul><li>                                                      </li></ul>&quot;Being able to honk the horn and flash the lights from your smartphone is cool and fun, but it also helps members find their car.&quot; - Lesley Mottla, VP of Member Experience -Unveiled iOS app at 2009 WWDC Conference -2008, 55 percent of customers used smartphones (mostly iPhones) -Dec. 2010, 94 percent of &quot;zipsters&quot; own smartphones. Equally divided between iOS and Android. -Easier to attract new users on iOS. -Successful messaging Android beta app to existing customers - greater challenge creating new Android customers via the app. 
  11. 11. Thumbs Down for Pepsi's AMP UP <ul><li>  </li></ul>-In October 2009, Pepsi released AMP Up Before You Score iPhone app that supplied 24 different pickup lines for different &quot;types&quot; of women Amidst social media backlash, Pepsi pulled the app within weeks. 
  12. 12. J&J's BabyCenter and the Circle of Life for Mobile Applications     <ul><li>  </li></ul><ul><li>-Multiple apps for iOS and Android, including $40 Birth Class app for iPad  </li></ul><ul><li>-Constantly in search of new users </li></ul><ul><li>-Markets aggressively via blogs and social channels </li></ul><ul><li>-Takes advantage of Android's homescreen Widget functionality      </li></ul>&quot; Because of the nature of pregnancy, there are new moms coming to BabyCenter every day... We need to make sure we are constantly promoting the app to our newest users.&quot; -David Weiss, BabyCenter Chief Technology Officer
  13. 13. The Salvation Army's Mobile Philanthropy     <ul><li>  </li></ul>-The free Salvation Army Bellringer app has been downloaded nearly 250,000 times in 47 countries.  -Apple banned making charitable donations via iPhone apps last December.      
  14. 14. The Future of Mobile Applications  <ul><li>  </li></ul>-700K apps will soon become 7 million. -Discoverability will become an even greater challenge -iOS and Android will still dominate  -TVs and household appliances will join smartphones and tablets and app-powered devices.  -App metaphor will continue to permeate popular culture 
  15. 15. Thank You! <ul><li>     </li></ul> (video reviews) Apps on iTunes and Android Market Twitter: @appolicious, @androidapps, @appvee      Brad Spirrison Managing Editor [email_address] 312-857-2387 Twitter: @spirrison