The document discusses launch strategies for mobile propositions. It recommends: 1) Testing a mobile app with staff before launching to all customers. 2) Releasing features incrementally and responding to feedback. 3) Creating a multi-channel marketing campaign that targets the right users and engages influencers. 4) Monitoring customer feedback through social media, surveys, and the app store and responding quickly. 5) Tracking key metrics like demographics, sales, usage, satisfaction to measure success and make improvements.

1. Developing a Mobile Proposition
Section 7: Launch Strategies
MICHAEL NUCIFORO
Mobile Consultant, Innovator and Futurist

2. Section 7 – 15:55 to 16:35
Launch Strategies
• Big bang, beta, pre-launch registration: which works best and why?
• Supporting and responding to customers: social, call centre and app store
• Marketing approach: how to get maximum engagement and advocacy
• Examining tactics for delivering optimum take-up
• Exercise: each group defines a go-to market approach for their propositions
Next: Refreshments
2

3. Launch approach…
APPLE ANDROID
TIP:
Platforms? ! Approval times on Apple
are around 1-2 weeks
WEB MOBILE EMAIL OFFLINE
TIP:
Channels? ! Offline channels can still
deliver great results
BIG BANG PHASED SOFT
TIP:
Approach? ! De-risk through a phased
launch strategy
BTL ATL
TIP:
Marketing? ! Use BTL to warm up for
your ATL activity
3

4. Agree launch approach…
Recommend a staff deployment. Can be used to gather feedback and learning’s.
If staff trial is successful. Launch to full customer base.
Launch features incrementally. Don’t hold off.
3
2 Continue to innovate
• Progressive roll outs
• Respond to feedback
1 Deploy app to customers
• Launch to customers
• Multi-media campaign
Separate app for staff only:
• Test and learn
• Capture feedback
4

5. Complete impact assessments…
Ensure you are resourced and
prepared operationally:
• Call centre
• Social
• Incident management
5

6. Create a strong campaign…
6

7. …that is multi-channel…
7

8. Get your branding right…
8

9. Create advocates…
• Be creative…
• Engage influencers – bloggers – speakers – tweeters
• Take passionate customers and make them advocates and evangelists
• Get them in prior to launch and show them your new app
• Use the power to connect to enrich your service offering
9

10. Capture feedback…
Mobile users hate to call – even though they are on a phone.
• Core channel
for mobile
feedback Social • Difficult to
Media App monitor
• Can respond in
Store Google with
right access
• May be more
useful than
App Store In App
Feedback
NPS • Should be a
Survey standard part
• Will not suffer of your
as big an reporting
impact as Call • Available on
desktop log out
changes
Centre
10

11. Respond to your customers…
11

12. Track your key objectives…
AREAS OF INSIGHT CORE METRICS
• Age
Users by device, • Gender
brand & platform • # product holdings
1 - Demographics • Customer segmentation
• Marital status
• Other channel usage
• Length of time with the bank
Sales by device, brand & platform: Sales per ‘000 unique logons, per ‘000 active users,
2 - Sales frequently started sales journeys, product holding & channel of acquisition
Usage by device, brand & platform: Total number of servicing journeys (completed &
3 – Service Usage uncompleted), usage per ‘000 logons; total per active user, service process, top pages visited,
no. of defects (?)
Active users & logons by device, brand, platform, time of usage, time spent on site
4 – Acquisition & Usage
5 – Customer Satisfaction NPS score by device, platform
12

13. Key takeaways…
1. Think through your launch strategy – it can make or break the initiative
2. Use staff or engaged customers to trial the service prior to launch
3. Ensure you are operationally ready and resourced to support the service
4. Develop a strong multi-channel campaign that targets the right users
5. Monitor and listen to customer feedback – have a roadmap to enhance
6. Track your key objectives and initiate actions where required
13

14. Group Exercise
• Each group to define a go-to market approach for their proposition – 20 mins
Key questions:
• Launch strategy – beta, trial, phased, big bang?
• Engagement – channels, messages, branding?
• How will you respond to any barriers to adoption?
• What metrics will you track?
14