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Rebecca lieb

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Rebecca lieb

  1. 1. 1 Pub Apps: You Have No Idea How Much You Don’t Know (But asking these 10 questions can help)Rebecca Lieb@lieblinkAnalyst, Altimeter Group
  2. 2. 2 Agenda 1. Competition 2. Technology & Platform 3. Content & Audience© 2011 Altimeter Group
  3. 3. 3 Agenda 1. Competition 2. Technology & Platform 3. Content & Audience© 2011 Altimeter Group
  4. 4. #1 Who are your competitors – Brands?
  5. 5. 5 Content marketers plan to beef up their mobile strategy in the next one to three years. Where will you be?© 2011 Altimeter Group
  6. 6. 6 Recommendations What can you offer that a 500 lb. gorilla can’t? • Subject matter expertise • Presentation • Speed-to-market • A more compelling experience© 2011 Altimeter Group
  7. 7. #2 Who are your competitors – agency side?
  8. 8. 8 “Content types we’ll be adding within the next three years? Mobile’s the easy answer” – David Berkowitz, 360i© 2011 Altimeter Group
  9. 9. 9 Recommendations Remember that agencies are frenemies Keep them close, but don’t show all your cards too early© 2011 Altimeter Group
  10. 10. 10 Agenda 1. Competition 2. Technology & Platform 3. Content & Audience© 2011 Altimeter Group
  11. 11. #3 What will mobile advertising look like?
  12. 12. 12© 2011 Altimeter Group
  13. 13. 13 Recommendations Experiment. Be flexible. Develop new models & explore custom solutions. Test, test, and test some more.© 2011 Altimeter Group
  14. 14. #4 Who will win the format war?
  15. 15. 15© 2011 Altimeter Group
  16. 16. 16 Recommendations If you put all your eggs into one basket, pick that basket very carefully. Content for Mac fans? iPhone! Business users? Blackberry Largest smartphone user base? Android© 2011 Altimeter Group
  17. 17. #5 Apps are mobile.So what’s “mobile,” anyway?
  18. 18. 18© 2011 Altimeter Group
  19. 19. 19 Recommendations Determine what mobile is – it shapes what you publish.© 2011 Altimeter Group
  20. 20. #6 Who supports development efforts – both internally and externally?
  21. 21. 21 Who will you turn to for mobile strategy and app development? An agency, internal resources, or both?© 2011 Altimeter Group
  22. 22. 22 Recommendations Build strategy into technology considerations for scale Simple as a mobile-enabled CMS? Vastly more complex & multiplatform?© 2011 Altimeter Group
  23. 23. 23 Agenda 1. Competition 2. Technology & Platform 3. Content & Audience© 2011 Altimeter Group
  24. 24. #7 What is “publishing” on an app?
  25. 25. 25© 2011 Altimeter Group
  26. 26. 26 Recommendations Apps don’t conform to classic editorial models • Functionality & utility • Hyperlocal relevance • Ultra-vertical search engine • Gamification© 2011 Altimeter Group
  27. 27. #8 Who’s the audience for your app?
  28. 28. 28© 2011 Altimeter Group
  29. 29. 29 Recommendations Research your audience to make determinations on platform, content, pricing and functionality.© 2011 Altimeter Group
  30. 30. #9 How will you measure success?
  31. 31. 31 26% of apps downloaded in 2010 were only used once. Number of downloads, like ratings, are an inaccurate measure of success.© 2011 Altimeter Group
  32. 32. 32 Recommendations Don’t measure everything. Determine KPIs. • Establish a measurement plan •Target metrics that indicate desired behaviors • Gather feedback© 2011 Altimeter Group
  33. 33. #10 Do apps fit into your cross-media strategy?
  34. 34. 34© 2011 Altimeter Group
  35. 35. 35 Recommendations What’s the multiplier effect that will increase reach and awareness without colliding into platform issues?© 2011 Altimeter Group
  36. 36. 36 Question Checklist 1. Who is your competition – brand side? 2. Who is your competition - agency side? 3. What will mobile advertising look like? 4. Who will win the format war? 5. Apps are mobile. So whats mobile, anyway? 6. Who supports development efforts - internally and externally? 7. What is “publishing” on an app? 8. Whos your audience? 9. How will you measure success? 10. How will mobile apps fit into your cross-media strategy?© 2011 Altimeter Group
  37. 37. 37 WHAT ARE YOUR QUESTIONS? Rebecca Lieb rebecca@altimetergroup.com rebeccalieb.com/blog Twitter: lieblink With assistance from Researcher Jaimy Szymanski & Industry Analyst Chris SIlva© 2011 Altimeter Group

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