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Portland ad fed

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This is a discussion I gave at the Portland Ad Federation lunch on May 5, 2011. It covers the decisions behind mobile apps, and how to prepare your app for success.

Published in: Technology, Business
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  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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Portland ad fed

  1. 1. Urban AirshipMaking Mobile CountMay 2011Jason Glaspey : @jasonglaspeyjason@urbanairship.com * Confidential *
  2. 2. Agenda• Survey• State of Mobile• Roots of Success• Discovery and Engagement• Earning Revenue• Q&A• Wild Applause (optional)* Confidential *
  3. 3. Audience SurveyPhones • How many of you have smartphone? • In the past month, how many have downloaded: • More than 5 apps, More than 10, 15, 20?* Confidential *
  4. 4. Audience SurveyClients • How many of you currently work at an agency? • How many of you have had a client ask: • What’s our mobile strategy? • Should we have an app? • We Need to have an app!* Confidential *
  5. 5. Urban Airship • First app in the App Store that used Push • Over 3 Billion Messages, over 2 Million transactions, over 100 million devices • Over 8000 Developer accounts; Over 10,000 apps • Preferred Push provider for Verizon Developer Community* Confidential *
  6. 6. Urban Airship Impressive numbers* Confidential *
  7. 7. Urban Airship Impressive numbers Until you compare them to Mobile’s numbers.* Confidential *
  8. 8. Mobile has Exploded • 10 Billion app downloads • Over 350,000 apps available on iOS alone • 30-50 apps/person • Mobile app revenue will top $15 billion this year • People Love Phones • People Love Apps* Confidential *
  9. 9. But your app has competition 40 hours 15 apps 1 month Time spent Number Lifespan in-app/Month Used/Month of an app* Confidential *
  10. 10. You app has competition An app isn’t enough. A GOOD app isn’t enough.* Confidential *
  11. 11. You app has competition So let’s talk about how to succeed.* Confidential *
  12. 12. Audience SurveyBrand Loyalty • How many of you consider yourself to have loyalty to a brand? • To a car company, watch company, Apple?* Confidential *
  13. 13. Audience SurveyBrand Loyalty • Ford • Facebook • Apple • Dunkin Donuts • Sam Adams • Cheerios • The Yankees* Confidential *
  14. 14. Audience SurveyBrand Loyalty • What are the brands youre loyal to?* Confidential *
  15. 15. Audience SurveyBrand Loyalty • What are the brands youre loyal to? • Have any of you ever searched to see if that brand made an app?* Confidential *
  16. 16. Audience SurveyBrand Loyalty • What are the brands youre loyal to? • Have any of you ever searched to see if that brand made an app? • If it did, would you download it?* Confidential *
  17. 17. The Roots of Success • Do you need an app?* Confidential *
  18. 18. The Roots of Success • Do you need an app? “Um, yeah... I’m gonna need you to build me an app this weekend...”* Confidential *
  19. 19. The Roots of Success • Do you need an app? • Would a mobile website be enough? Pros/Cons to apps* Confidential *
  20. 20. The Roots of Success Sometimes your mobile strategy is: “We don’t need one.”* Confidential *
  21. 21. The Roots of Success • Know your audience! vs.* Confidential *
  22. 22. The Roots of Success • Your app needs to tell a story. vs.* Confidential *
  23. 23. The Roots of Success • Your app needs to tell a story. • A good story isn’t about the product. vs.* Confidential *
  24. 24. The Roots of Success • Your app needs to tell a story. • A good story isn’t about the product. • It’s about the user. vs.* Confidential *
  25. 25. The Roots of Success vs. ?* Confidential *
  26. 26. The Roots of Success • Don’t create barriers to your app* Confidential *
  27. 27. Know Your Types of AppsAnd different motivations behind them Revenue Angry Birds Branding Product Extension Weber On-The-Grill Xfinity Utility Storytelling ESPN Score Center The Democrats* Confidential *
  28. 28. Know App UsageDrive-Through Apps: 15-second usageWaiting Apps Apps: 1-5 minute usageEntertainment Apps: 5+ MinutesUtility Apps* Confidential *
  29. 29. Why Would Users Download? • Does it have a clear value proposition? • Are users asking for the app? • Will you have to market your marketing app? • Does it provide Entertainment, Solutions, Productivity, Utility? • “Because our brand is great” is a bad reason. • Plenty of apps are ego trips for Brand Managers comparable to micro sites of 5 years ago.* Confidential *
  30. 30. Why Would Users Return?• Many apps have short life-spans or infrequent usage• 95% of free apps are abandoned in 30 days• 26% are never opened a second time• Some are only used when needed (utility apps)• Many are short-term/seasonal • (Chow.com Thanksgiving Dinner)* Confidential *
  31. 31. A Powerful Story is Critical• An interesting story is one about the user• The story has to be ongoing, regularly updated • Push and/or App Upgrades• Should delight the user from day one • Flipboard vs. Xfinity* Confidential *
  32. 32. Content must be deep Trip-It Nike Training Club* Confidential *
  33. 33. What is Push?push noun: direct-to-pocket messaging that delivers messages without user-intervention 1. not SMS; no carrier relationship required 2. requires app to be installed on users device and a data connection 3. can work for any IP-connected device * Confidential *
  34. 34. Push Best Practices • Give lots of control to the user • Be clear about how you’ll push • Don’t over-send • No Spam! • Put push settings in the app. • Track active devices to see if you’re oversending • You want users to LOVE getting your messages* Confidential *
  35. 35. Making Money with Apps • Free vs. Paid apps • 26% of highest grossing apps are free • In-App Purchase & Subscriptions • Advertising (makes engagement important)* Confidential *
  36. 36. In-App Best Practices• Be clear about what upgrades are available• Make the app valuable as-is• Make the purchase process really clear and simple• Look for archived content to create new revenue streams* Confidential *
  37. 37. Questions and Answers We’ve talked about:• State of Mobile• Roots of Success• Discovery and Engagement• Earning Revenue* Confidential *
  38. 38. Thank you.Jason Glaspey : @jasonglaspeyjason@urbanairship.com * Confidential *

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