1) Building a mobile community requires engaging existing users through push notifications, interactions on social media, and game mechanics to improve retention rather than relying on paid acquisition. 2) Successful apps often replace or improve core phone functions, get users addicted through check-ins and leaderboards, or fill a niche for a passionate user group. 3) The user interface must be simple, fast, and get users into the core experience without unnecessary tutorials or signups. Touch inputs and minimal text improve the mobile experience.

1. Building Mobile Communities
Engaging users in a world full of apps
Emmanuel Bellity, Founder & CEO, HeyCrowd
Internet & Mobile World 2012, Bucharest

2. The surge of mobile
Macworld event 2007 : Steve Jobs announced the
iPhone

3. The surge of mobile
September 2012 : 700K apps on the App
Store

4. The discovery issue
In such a competitive space, getting discovered
has become increasingly challenging.
- Paid downloads / ads (Tapjoy, Admob, Flurry...)

5. The discovery issue
Alternative App Stores (Chomp, AppsFire...)

6. The discovery issue
Promo apps (Freeappaday, AppGratis,
FreeAppMagic...)

7. App store analytics
Distimo for app market analysis, App
Annie for motoring your app rankings

8. App store analytics
Flurry : benchmarked retention stats (general)
and analytics on your app
76% of people stop using the app after 3 months

9. Retention is key
Many overnight hits have
quickly disappeared from
the app store rankings.
Need to improve
retention to build an
active and engaged
community of users.
example : Path => half
of the total user base
is active

10. Build a community
- Paid downloads acquisition. Few apps can
afford it and have positive ROI
- Best customer is the one we already have.
- An audience is people who interact with a
service / A community is a network of
people who interact with each other. You
can buy an audience but not a community.

11. Hits : patterns
Many successful applications
are replacements /
improvements from core
functions in native Apple
apps.
Instagram (Camera), Sparrow
(Mail), Whatsapp, GroupMe
(Message), Skype, Tango, Viber
(FaceTime / Phone), Brewster
(Contacts), Spotify (iTunes),
Dropbox (iCloud), Batch
(Photos) ...

12. Hits : patterns
Other successes like Foursquare
have managed to get their fan
base addicted and become part
of their everyday lives.
Recipe : Built a community,
game mechanics, leaderboard,
check in with push
notifications, fun, early
If not a core utility function
and doesn’t create a community
of users => it’s hard.
Example : Banters

13. User Interface
- Good UI, simplicity, fast
- don’t add features, kill
features
- One main screen
- Example : Instagram

14. User Interface
- Avoid signups when
possible
- Get right into the
core experience.
First impression is
key
- Tutorial is not
necessary

15. User Interface
- Use touch instead of
keyboard. Clear.
Onswipe. Sparrow. Grid.
- Don't make user write
too much. example :
Quora works better on
the web
- Short reviews (Yelp),
short messages (Twitter)

16. User Interface
For more UI inspiration : mobile-patterns.com

17. Interactions &
Notifications
«Without promotion,
something terrible
happens ...

18. Interactions &
Notifications
Nothing !

19. Interactions
Your toolbox to not
disappear :
- Push notifications
- email, SMS, facebook
- Do it from day one !
(blog: Lies that losers tell :
Ben Horowit)

20. Push Notifications
Crucial !
With notification
center, it’s less
annoying
Even if the user
doesn’t open, he sees
your app exists.

21. Interactions
SMS & Address Book :

22. Interactions
Facebook integration : Songpop

23. Interactions
Facebook
integration :
HeyCrowd
(Timeline / Open
Graph)

24. Ego
It’s all about
looking good !
# of followers, # of likes,
Klout score, good pictures,
winning, rewards..

25. Game Mechanics
Ranking, levels & Scores,
game center. (Angry Birds,
Temple Run)

26. Game Mechanics
Badges & Stickers :
Foursquare, GetGlue

27. Game Mechanics
Compete with friends : Draw
Something, Songpop, Zynga with
Friends...
Almost impossible to play alone.
Notifications + Retention + Chat +
Ego + Game + Simple + Fast +
Facebook => perfect combo

28. Focus on a niche
Get passionate
users who will
interact and
spread the word
Ex: Foodspotting
for foodies

29. Focus on a niche
Other ex : Runkeeper
for runners
(Here is the founder
running with his app
costume !)

30. Build the community
outside mobile
Lyft puts a pink
moustache on every
car to be clearly
recognized

31. Build the community
outside mobile
HipMunk logo is
also a real
mascotte in their
office !

32. THANK YOU
emmanuel@heycrowd.com
twitter : @ebellity

33. Some references
https://speakerdeck.com/u/mikeyk/p/secrets-to-lightning-fast-mobile-design
http://fr.slideshare.net/djc1805/iphone-apps-what-how-why
http://fr.slideshare.net/andreasc/101-myths-about-the-mobile-economy
http://fr.slideshare.net/andreasc/mobile-megatrends-2011-visionmobile
http://bhorowitz.com/2012/02/29/lies-that-losers-tell/
http://continuations.com/post/3106558122/go-ahead-be-more-spammy