Mobile IQ - Apps: 10 habits for success

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Mobile IQ - Apps: 10 habits for success

  1. 1. Apps for brands: 10 habits for success Think huge. Render small.
  2. 2. Apps for media brands •  What are the habits that lead to success? –  How to execute a successful strategy •  Do I need to build an App? –  App Development vs HTML 5
  3. 3. Mobile IQ qualifications? •  Delivering mobile web solutions for over five years •  From The Guardian to Playboy •  Developed apps for •  iOS •  Android •  Blackberry •  100’s of millions of PI’s per year •  3+ million app users
  4. 4. #1 – Proceed with caution Users take no prisoners – negative voices always more vocal A “2 star” rating is bad for brand – just ‘being’ in the store is not good enough
  5. 5. #2 – Avoid bumps with a clear objective Prepare a business plan – or at least an elevator pitch Do your homework – what are other competitive apps doing?
  6. 6. #3 – Select the right platform Remember your target market – they may have a device preference Launching cross-platform is tough – get the order right
  7. 7. #3 – Select the right platform
  8. 8. #4 – Make sure it’s sustainable Getting v1 live is one thing – keeping it running is another Supporting and maintaining apps takes time and money – factor this in
  9. 9. #5 – Avert a design disaster Tread carefully with in-house design – unless you have experience Think different – remember to design appropriately for brand and device
  10. 10. #6 – It’s not just about the development Don’t get caught thinking it’s all about development – it’s only 25% You need other 25% splits – for analysis, design and deployment too
  11. 11. #7 – Beware of pot-holes Test, test, test – different connectivity scenarios Fragmentation – versions and device specific OS builds
  12. 12. #8 – Get a launch plan We all hate gantt charts – but there are benefits to planning You can build anticipation via other mediums – pre-launch momo
  13. 13. #9 – Rinse and repeat Leverage the app store eco-system – do what you can to get noticed Try every angle – keywords, search, ratings, promotion, partnership, releases
  14. 14. #10 – Analyze your audience Analytics are key – for improvements for the next release Feedback is actually helpful – respond to users’ needs to bump up ratings
  15. 15. #10 – Analyze your audience
  16. 16. …but it can be worth it! •  “Delivered 4x ROI on investment” •  “Built larger user database than all other channels combined” •  “Exceeded our expectations”
  17. 17. Case study: BBC News App
  18. 18. Case study: BBC News App •  BBC iOS app (iPhone & iPad) –  Over 2 million downloads –  44% of users use the app every day –  70% of users use the app every 3 days –  #1 free app in the UK App Store –  #1 news app in 16 countries, top 10 in 62
  19. 19. BIG THINKING FOR THE SMALL SCREEN Mobile IQ

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