The document discusses building branded mobile apps. It notes that brands can now engage customers through apps in many ways like entertainment, content, gaming and transactions. It asks important questions about the purpose of an app, brand values, target customers and how success will be measured. The document provides examples of different types of branded apps like games, augmented reality, customer service and transactions. It cautions that most free apps are not used after the first month and says apps need an ongoing experience rather than just novelty to truly engage customers.

1. Building the Perfect Branded App

2. A Changing Landscape
This is how it used to be ….

3. The Possibilities are Endless
Brands can get engagement in many ways
and there are new media owners
• Brand Experience
• Entertainment
• Content
• Gaming
• Service
• Transaction
• Payments

4. A Changing Landscape
… and now we have this

5. Why branded apps?
Utility vs Entertainment
Branding vs Service
Paid vs Free • Why have an app?
• What are the brand values and
campaign aims?
• Where are the customers in the mobile
landscape?
• Is there a compelling creative concept?
• How will it be promoted?
• How will success be measured?

6. First, find your customers
Use mobile to Uses Facebook on These facts all
browse news + info their mobile relate to women
25-34 – 26.3% 25-34 – 21.7% in the UK
35-44 – 16.4% 35-44 – 9.0%
Accesses and uses
Reads BBC on their mobile search
mobile Take photos with 25-34 – 15.6%
25-34 – 9.6% mobile every 35-44 – 9.9%
35-44 – 5.7% month
25-34 – 72.9%
35-44 – 64.1%
Use SMS at least Played a game on
once per month their mobile
25-34 – 95.9% 25-34 – 36.4%
35-44 – 95.3% 35-44 – 30.3%

7. What handsets are they using?

8. Mobile Games: Barclaycard

9. iPhone Ouch!
Are Audi A4s
really that
horrible to drive?
...drives like
there is a drunk
If their cars handled behind the wheel
like this the company
would be in big
trouble
I feel ripped off –
even though the
Just like a real A4 – game was free!
it’s boring and
tedious

10. Utility: O2

11. Augmented Reality

12. AR: Barclaycard

13. Gaming: O2

14. UGC and Engagement: Home Office

15. Paid Content: The Guardian

16. Customer Service: NatWest

17. Engagement and Uplift: BGT

18. Brand Engagement: Lastminute

19. Ad Led Utility: Tube Map

20. The Problem with Free Apps
Less than 5% of free apps are still in use a
month after first usage

21. Novelty gadget or engagement?
3-minute ‘hit’ of fun’
...like a TV ad
...delivers a quick shot
of brand equity
...raises a smile or an
Ongoing experience or utility
eyebrow
...if a game, should have long
gameplay
...if a utility, should be really useful
...should match or better the
commercial offering

22. Brand Engagement: Carling iPint

23. Customer Service: Ocado

24. Customer Service: eBay

25. Customer Service: The Co-op

26. Transaction: M&S

27. Is there another way?

28. Complete Brand Experience