ATSYD 13 Irene/Rob - Fairfax & Zeus Unwired

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ATSYD 13 Irene/Rob - Fairfax & Zeus Unwired

  1. 1.   Tablet:  -­‐  the  New  Fron1er        Wednesday  13th  March,  2013     th   Irene  Ongkowidjaja  –  Fairfax   Rob  Marston  –  Zeus  Unwired  #ATMU  
  2. 2. Content  •  The  Australia  Tablet  Owner  •  All  ‘Devices’  are  not  created  equally  •  What  is  the  Tablet  opportunity?  •  Case  Study  -­‐  Fairfax  Domain   #ATMU  
  3. 3. #ATMU  
  4. 4. IAB  Australia  predic1on  2012  #ATMU  
  5. 5. The  Australia  Tablet  Market  •  2.5m units sold by the end of 2012•  15% penetration growing to 30% in 2013•  Apple will have install base advantage in 2013#ATMU  
  6. 6. #ATMU  
  7. 7. Almost  Equal  Smartphone  and   Tablet  Traffic  Share  #ATMU  
  8. 8. #ATMU  
  9. 9. At  Home  #ATMU  
  10. 10. Consumers  Browse  on  Tablet  #ATMU  
  11. 11. Tablet  Users  More  Engaged  #ATMU  
  12. 12. #ATMU  
  13. 13. Search is a Key Activity #ATMU  Source: IAB Three Device Lives: Tablets in context N.B. Smartphone sample not asked Tablet
  14. 14. Paid  Search  conversion  rates   higher  on  Tablet  #ATMU  
  15. 15. 50% of tablet uses are after 7pm 35% 30% Day in the Life of Device Usage - Weekday 25% 20% 15% 10% 5%% interactions 0% Desktop Mobile Tablet #ATMU   Source: IAB Three Device Lives: Tablets in context
  16. 16. Usage  peaks  at  Weekends   `  #ATMU  
  17. 17. Tablets are an entertainment device Which of your devices best allows you to be entertained? #ATMU  Source: IAB Three Device Lives: Tablets in context
  18. 18. Gaming  is  a  key  category  for  Tablet   #ATMU  
  19. 19. People love exploring on tablets Which of your devices best allows you to explore new things? #ATMU  Source: IAB Three Device Lives: Tablets in context
  20. 20. PuVng  your  feet  up!  #ATMU  
  21. 21. The  Value  Add  of  a  Valuable  Ad  #ATMU  
  22. 22. Kerching  #ATMU  
  23. 23. Do I need a T-commerce strategy?#ATMU  
  24. 24. Tablet owners shop a lot   72%     purchase   weekly   2:56   2:12   #ATMU  Source:  IAB  Mojo  Study  
  25. 25. #ATMU  
  26. 26. Conclusion  •  The  Tablet  User  is   •  Connect  using   –  At  home   –  Rich  Immersive  content   –  Older   –  Preferably  video…   –  More  engaged   –  …even  longer  form   –  Spending   –  With  an  op1on  to  buy   –  Watching  video   –  In  tandem  with  TV   –  Playing  games   –  Aaer  7pm!   –  Over  Wi-­‐Fi   #ATMU  
  27. 27. Domain.com.au  iPad  App    Case  Study   #ATMU  
  28. 28. How  did  the  app  came  about?  •   Late  2010  we  no1ced  that  there  were  50,000  users  (and  growing)  that  accessed  our  website  &  iPhone  app  on  their  iPad          •   These  50,000  users  generated  3,000  property  email  enquiries  per  month  •   We  also  started  receiving  many  requests    from  our  users  asking  for  an  iPad  app  •   At  that  1me,  there  were  approximately  250,000  iPad  in  Australia  and  it  was  growing  strong.  Gi  Australia  survey  showed  that  12  months  from  then,  1  in  8  Australians  were  likely  to  buy  a  tablet  •   From  our  iPhone  app,  we  knew  that  apps  are  more  engaging  than  website  (Double  number  of  proper1es  were  being  shortlisted,  and  higher  conversion  to  leads)       So  we  knew  that  if  we  built  an  iPad  app,  we  would  already  have  :     1.  Customer  base  that  will  switch  to  iPad  app  immediately   2.  These  customer  base  were  growing  strongly   3.  Higher  engagement  and  conversion  from  these  users     #ATMU  
  29. 29. User testing – Video capturesWhat  was  the  build  process?   using Morae Observer RESEARCH   • Started  with  analysing  iPad  user  profile  &  exis1ng   usage  behaviour  (when  is  it  being  used  most?)   • Determine  core  usage  tasks  &  MVP   • Determine  UX  and  Design  principles  &  guidelines  PROTOTYPE   • Figure  out  context  of  use  –  how  it  will  be  used?   • Compara1ve  review     • User  Sessions  –  Morae  Observer  -­‐  internal  staffs,   USER   various  background   SESSIONS   •   Agent  visits  –  they  are  our  consumers  too     •   Building  (with  lots  of  tweaks  as  we  go!)   BUILD   •   Test,  test  and  test  –  make  sure  it  feels  right   •   Get  colleagues  &  friends  to  use  the  app  for  their   TWEAKS   weekend  inspec1ons  prior  to  release   TEST   #ATMU  
  30. 30. Lessons  Learnt              Result   •   Build  the  basic  right  first  1me   •   16,000  downloads  &  200  posi1ve  ra1ngs/ •   Keep  it  simple   reviews  within  1  week  (before  marke1ng   •   Add  features  as  you  go   commenced)   •   Understand  and  listen  to  users   •   1st  day  of  marke1ng  =  5,000  downloads   •   Tweak  and  descope   •   Achieved  our  50,000  downloads  in  3   weeks                       •   The  map!   •   Very  posi1ve  –  happy  users  &  agents   •   Fresh  perspec1ve  of  loca1on   •   4.5  star  ra1ngs  in  App  Store   •   More  open  minded   •   #1  Lifestyle  category,  #1  Overall   •   Interac1ve   category,  and  #2  Lifestyle  category  in   NZ   •   Intui1ve  &  Easy  to  use       •   Winner  for  Best  Classifieds  –  AIMIA     •   How  do  I  refine  my  search?   •   Top  Lifestyle  iPad  app  ‘Rewind  2011’  -­‐   •   How  do  I  search  for  mul1ple  suburbs?   iTunes   •  Satellite  &  Hybrid  mode  for  map   • Top  25  All  1me  free  Lifestyle  iPad  app  in   Australia  –  iTunes   • Top  20  App  Store  Best  of  2012  -­‐  iTunes   #ATMU  
  31. 31. #ATMU  

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