A QUICK POLLA SHOW OF HANDS, HOW MANY OF YOU…
WOKE UP THIS MORNING TO THE ALARMON PHONE?                             “I hate my new phone.                     It keeps ...
CHECKED THEIR PHONES IMMEDIATELYAFTER WAKING UP?               *53% of people reach for their mobiles the first thing in t...
HAS SCANNED A QR CODE BEFORE?                Rise in the use of QR codes in Singapore over the last 2 years Key Implicatio...
SEARCHED FOR SOMETHING USING YOURMOBILE WHILE IN-STORE?  *Over 60% of smartphone owners used their mobile phones to make l...
OWNS A TABLET? *31% of Singaporeans own a tablet. Globally, more web traffic from mobile devices are coming               ...
TAKEN A PICTURE OF YOUR FOOD,UPLOADED IT ONLINE BEFORE START YOUEATING?             Some people spend more time documentin...
SMARTPHONE IS OUR SWISS ARMY KNIFE     The ultimate convergence of devices               because of apps              “Alw...
LET’S TALK ABOUT… HOW MOBILE APPS* CAN BE USED FOR      SALES AND BRANDING     *4 out of every 5 mobile minutes are spent ...
WHAT MAKES A GREAT MOBILE APP?
A STRAW POLL
RESULTS: APPS ON PHONE           On average                                        The Most            50                 ...
RESULTS: APPS ACTUALY USE WEEKLY                       On average                              8     That’s 16%. Which mea...
UNSURPISING RESULTS: TOP USED APP    No surprise: Social/communication apps used the most often and on a daily basis
A CLOSE THIRD Mobile users also want something fun to entertain them, especially during their “me time” which             ...
WHO REMEMBERS THIS?              This reminds us that a mobile app needs to achieve two goals:                Interesting ...
BRANDED APPS USED     A variety of utility apps that help consumers solve a problem or save time
GREAT MOBILE APPS HAVE:                          Brand       Brand Utility                        Experiences      “Make m...
THREE RULES WHEN MAKING APPS
RULE 1: DON’T USE TECH FOR TECH SAKE
START WITH THE CONSUMER             Brand Consumer   purpose /     Technology   Need     Business       Solution          ...
RULE 2:NO ONE KNOWS, NO ONE DOWNLOADS                                             Paid                                    ...
RULE 3: KEEP THEM COMING BACK    Standard Chartered Bank: The Good Life App
SOME BRANDS THAT HAVE DONE IT WELL
NIKE PLUS            http://www.youtube.com/watch?                    v=BSWeAUA4uVk
UNIQLO WAKE UP        http://www.youtube.com/watch?                v=9kQCeAxe_aI
WESTPAC IMPULSE SAVER        http://www.youtube.com/watch?                v=M9v9HpR4qTU
IN STORE: MEAT PACK HIJACK           http://vimeo.com/44351185
REMEMBER: BAD APPS HURT BRANDS* 69% of users will develop a negative impression for a brand if their app is not useful or ...
MAKING A GREAT APP•  Planning & Insights   –  Define objectives   –  Know your customers•  Hybrid vs. Web vs. Native•  User...
MONETIZATION:OREO TWIST LICK DUNK    * Oreo developed a mobile game that mimicked the brand behavior in which people consu...
IN SUMMARY…1.  Objective, strategy then tactics2.  Make your app great3.  Build to live, not to die
THINK 365, NOT 360Mobile apps provide businesses the unique opportunity to be omnipresent in aconsumer’s life everywhere h...
Thanks!vincent.teo@proximity.com.sg@interspherehttp://themobileworkblog.com/http://digitallabblog.com/ Content on this doc...
How Mobile Apps Can Be Used For Sales And Branding
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How Mobile Apps Can Be Used For Sales And Branding

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This is a presentation I gave at eTail Asia 2013 in Singapore that highlights the opportunities for brands to leverage on mobile devices and apps to drive sales and branding. There are interesting statistics that show how consumer behavior has shifted with mobile devices and insights from a survey I did on what makes a great mobile app. It also details three key rules when it comes to making mobile apps and some brand examples of great apps.

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How Mobile Apps Can Be Used For Sales And Branding

  1. 1. A QUICK POLLA SHOW OF HANDS, HOW MANY OF YOU…
  2. 2. WOKE UP THIS MORNING TO THE ALARMON PHONE? “I hate my new phone. It keeps waking me up in the morning” *54% of smartphone users use their phones in place of an alarm Key Implication: Mobile phones are the first and (probably) the last thing you interact with daily
  3. 3. CHECKED THEIR PHONES IMMEDIATELYAFTER WAKING UP? *53% of people reach for their mobiles the first thing in the morning Key Implication: Mobile is now the first screen of choice. In fact, 50% of people in Asia access the web primarily or exclusively via their mobile phones
  4. 4. HAS SCANNED A QR CODE BEFORE? Rise in the use of QR codes in Singapore over the last 2 years Key Implication: Consumers are becoming more sophisticated in their use of mobile technology
  5. 5. SEARCHED FOR SOMETHING USING YOURMOBILE WHILE IN-STORE? *Over 60% of smartphone owners used their mobile phones to make local searches. And 70% of them make a decision in the same day (as compared to 30% on a PC) Key Implications: The right message at the right place and time can trigger consumer action
  6. 6. OWNS A TABLET? *31% of Singaporeans own a tablet. Globally, more web traffic from mobile devices are coming from tablets than from mobile phones (Adobe Study) Key Implication:. Brands need to ensure that digital/mobile experiences are designed and optimized for multiple devices
  7. 7. TAKEN A PICTURE OF YOUR FOOD,UPLOADED IT ONLINE BEFORE START YOUEATING? Some people spend more time documenting their lives than living it All these highlight a shift in how we behave with our mobile devices. This presents a great opportunity for brands as consumers are engaging with their mobile devices in a way that would allow us to better connect with them.
  8. 8. SMARTPHONE IS OUR SWISS ARMY KNIFE The ultimate convergence of devices because of apps “Always with you”
  9. 9. LET’S TALK ABOUT… HOW MOBILE APPS* CAN BE USED FOR SALES AND BRANDING *4 out of every 5 mobile minutes are spent on apps (vs. a mobile browser)
  10. 10. WHAT MAKES A GREAT MOBILE APP?
  11. 11. A STRAW POLL
  12. 12. RESULTS: APPS ON PHONE On average The Most 50 200 *Nielsen did a survey in the US and found that most people had about 41 apps on their phone
  13. 13. RESULTS: APPS ACTUALY USE WEEKLY On average 8 That’s 16%. Which means that there are a lot of apps that people don’t use. In fact, only 26% of smartphone users use an app more than 10 times.
  14. 14. UNSURPISING RESULTS: TOP USED APP No surprise: Social/communication apps used the most often and on a daily basis
  15. 15. A CLOSE THIRD Mobile users also want something fun to entertain them, especially during their “me time” which makes up of 46% of their total time spent on their mobile devices
  16. 16. WHO REMEMBERS THIS? This reminds us that a mobile app needs to achieve two goals: Interesting enough to get downloaded (Gimmicks are fun) Useful enough to ensure they use it over again and again (Helps me solve a problem)
  17. 17. BRANDED APPS USED A variety of utility apps that help consumers solve a problem or save time
  18. 18. GREAT MOBILE APPS HAVE: Brand Brand Utility Experiences “Make my life “Entertain me” easier” Time Savers Brighten My Day With Fun
  19. 19. THREE RULES WHEN MAKING APPS
  20. 20. RULE 1: DON’T USE TECH FOR TECH SAKE
  21. 21. START WITH THE CONSUMER Brand Consumer purpose / Technology Need Business Solution Objective Killer App
  22. 22. RULE 2:NO ONE KNOWS, NO ONE DOWNLOADS Paid Media Earned Media Owned Media App Launch * Study by Deloitte show that 80% of branded mobile apps have been downloaded less than 1,000 times One of the top reasons cited was because they were not promoted well
  23. 23. RULE 3: KEEP THEM COMING BACK Standard Chartered Bank: The Good Life App
  24. 24. SOME BRANDS THAT HAVE DONE IT WELL
  25. 25. NIKE PLUS http://www.youtube.com/watch? v=BSWeAUA4uVk
  26. 26. UNIQLO WAKE UP http://www.youtube.com/watch? v=9kQCeAxe_aI
  27. 27. WESTPAC IMPULSE SAVER http://www.youtube.com/watch? v=M9v9HpR4qTU
  28. 28. IN STORE: MEAT PACK HIJACK http://vimeo.com/44351185
  29. 29. REMEMBER: BAD APPS HURT BRANDS* 69% of users will develop a negative impression for a brand if their app is not useful or easy to use
  30. 30. MAKING A GREAT APP•  Planning & Insights –  Define objectives –  Know your customers•  Hybrid vs. Web vs. Native•  User Interface•  Adapt to a users needs•  Monetization
  31. 31. MONETIZATION:OREO TWIST LICK DUNK * Oreo developed a mobile game that mimicked the brand behavior in which people consume Oreos (Twist, Lick, Dunk). The game contains in-app purchases as well as mobile ads which provide additional monetization opportunities to Oreo. It has had over 2 million downloads in just a few months and generated over US$50,000 in ad revenue
  32. 32. IN SUMMARY…1.  Objective, strategy then tactics2.  Make your app great3.  Build to live, not to die
  33. 33. THINK 365, NOT 360Mobile apps provide businesses the unique opportunity to be omnipresent in aconsumer’s life everywhere he/she goes, every single day, providing we give them a reason to allow us in their lives Unlike traditional communications where we try to surround consumers with360 degree advertising at every touch point, mobile apps allow us to give our customers a reason to love our brand 365 days a year.
  34. 34. Thanks!vincent.teo@proximity.com.sg@interspherehttp://themobileworkblog.com/http://digitallabblog.com/ Content on this document is licensed under Creative commons attribution 3.0 license http://creativecommons.org/licenses/by/3.0/

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