This document outlines best practices for marketing branded iPhone applications. It discusses why iPhone apps appeal to marketers by allowing prolonged consumer engagement. However, challenges include a limited iPhone audience and high costs. To succeed, apps need perfect execution, from concept to achieving top app status. The document provides strategies for positioning the app, aligning with user behavior, leveraging iPhone technology, optimizing the user experience, promoting downloads, and continuing development after launch.

1. BRANDED APPLICATION MARKETING

2. Agenda
 Why iPhone applica.ons appeal to marketers
 Challenges to branded applica.on success
 Razorfish capabili.es
 Best prac.ces
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3. WHY IPHONE APPLICATIONS
APPEAL TO MARKETERS

4. apps offer superior consumer connection
 Resides on & secures place on dashboard
» Prolonged & repeated connec.on
» Creates base to launch subsequent mobile ini.a.ves
 Most robust brand engagement opportunity on mobile
 High WOM/viral value
 Not perceived as adver.sing
 Enable increased measurement and tracking capabili.es
» Besides iPhone, browsers do not support cookies
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5. iPhone epicenter of app marketing fervor
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6. iPhone revolutionized device & interface
 Intui.ve & engaging naviga.on
 Larger screen size improves crea.ve appearance
 Developer SDK apps wriMen for & marketed to specific device
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7. iTunes app store facilitates downloading
 75 million consumers already have iTunes Store accounts
 App store integrates discovery & billing experience
» Direct download to mobile device enables impulse consump.on
 Pre‐iPhone frustra.ng “on deck” download experience
» Difficult for consumers to search, discover & download apps
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8. iPhone app consumption growth is meteoric
 93% have used the App Store
 73% have more than 5 apps
 800 million downloads since July 2008 App Store launch
» App downloads growing twice as fast as song sales
 Pre‐iPhone: Most users download 2‐3 apps & give up
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9. iPhone apps more than double consumption

10. iPhone embodies future of mobile
 Smart phone pla`orms all released iPhone comparable devices,
interfaces & applica.on marketplaces by April 2009
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11. CHALLENGES TO BRANDED
APPLICATION SUCCESS

12. despite rapid growth iPhone audience limited
 5.2 million U.S. iPhone owners
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13. acceptable ROI requires perfect execution
 Upfront development & promo.on costs
 Limited audience size
 Metrics for applica.on success
» Downloads
» Use frequency
» Longevity
» Usage .me
» Engagement
» Calls to ac.on
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15. app store increasingly crowded & competitive
 Over 32,000 applica.ons offered by April 1st 2009
 Average applica.ons launched per day doubled in 6 months
» September, 2008 = 98/day  February, 2009 = 209/day
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16. usage frequency & time spent falls rapidly
 Dele.on and shih in use to newer applica.ons
 Average usage .me declines by a third during the first month,
stabilizing at 5 minutes
 Average applica.on audience reten.on 5% aher 1 month & 1%
aher 3 months
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17. reaching top application status harder
 Top applica.ons based on previous 24 hours sales
» Top 100 App status increases new users by 2.3 .mes per day on average
» Top 25 App: Sept 2008 10,000 downloads  Feb 2009 20,000
» Top 100 App: Sept 2008 1,000 downloads  Feb 2009 5,000
 Mobile media support
» AdMob mobile media recommenda.on to guarantee Top App status increases:
• Sept 2008: $15K  Feb 2009 $150,000
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18. RAZORFISH CAPABILITIES

19. drive success from concept to top app status
 Brand strategic roadmap
 Concept & content strategy
 User experience & crea.ve design
 Project management
 Launch promo.on
 Analy.cs, op.miza.on & updates
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20. ongoing idea lab proprietary R&D
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21. BEST PRACTICES

22. strategically position application
 Scarcity
» Need to be the only applica.on that solves problem of user segment
» Solves problem in a way that no other app does; cannot be found elsewhere
» Requires .meliness & insight
 Ubiquitous
» Go to resource for a certain need; i.e. YouTube ~ UGC
» Most downloaded applica.on for a problem, with the most reviews
» Requires crea.ng something that goes viral and spreads quickly & deeply
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23. align value proposition with user behavior
 Buzz‐worthiness
» People should want to blog/tweet/email about the app
» Users should want to show it off to people offline
 Do not repurpose content
 Iden.fy appropriate content & u.li.es for consump.on on the go
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24. capitalize on inherent strength of technology
 Use unique func.onality of device
» Mul.‐touch events and controls
» Accelerometer support
» Localiza.on
» Camera support
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25. prioritize simple & intuitive user experience
 More important than PC –limited space & .me
 Make naviga.on fric.onless, intui.ve & engaging
» Facilitate and encourage increased content consump.on
» Unobtrusively stay within applica.on experience
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26. drive downloads with promotional media
 Concentrated flight promo.on to get on Top App list
» Gesng on Top 100 list increases daily new users by 2.3X
 Mul.‐tac.c concentrated launch promo.on
» Blog / news stories
» Mobile media: Banners & In‐app inventory
» Promo.on on brand websites
 Well .med updates: Drive sales & increase usage frequency
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27. continue development after launch of application
 Set up measurement analy.cs
 Extract insight from analy.cs data
 U.lize prac.cal advice from user comments
 Release updates
» Expanded features
» New & addi.onal content
» UX improvements
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