The document discusses the growing mobile app market globally and in Australia. It notes that the iPhone App Store has passed 10 billion downloads and 400,000 apps, while Android has over 1 billion downloads. Three quarters of Australian smartphone users have downloaded free apps, most commonly in the categories of social, games, maps, travel, and weather. The document outlines the landscape of paid and free apps, and how free apps can improve brands through loyalty, exposure, and market research. It provides examples of successful branded utility and entertainment apps, and discusses best practices for developing, marketing, and supporting apps over the long term.

1. Webling Interactive Fun & Functionality Brand strategies for the future of mobile

2. A Global Perspective iPhone app store Passed 10bn downloads in Jan 2011 400,000 apps Mar 2011 200,000developers iPad apps growing 3x faster than iPhone apps Android market Passed 1bn downloads in July 2010 Nokia Ovi Store serves 3m downloads daily BlackBerry App World 3m downloads daily From 20m registered users according to RIM

4. 1 in 5 Smartphone users have downloaded 20 or more

5. Top 6 App Categories (most useful)1. Social 2. Games 3. Maps 4. Travel 5. Weather 6. Banking * Nielsen Telstra Bigpond Mobile Study 2010

6. The App Landscape PAY TO DOWNLOAD FREE TO DOWNLOAD

7. The App Landscape PAY TO DOWNLOAD FREE TO DOWNLOAD Direct Revenue from App Marketplace(minus marketplace commission)

8. The App Landscape PAY TO DOWNLOAD FREE TO DOWNLOAD Transactional Generates in-app revenue Non TransactionalBrand Experience, utility and/or entertainment Direct Revenue from App Marketplace(minus marketplace commission)

9. Transactional Generates in-app revenue The App Landscape PAY TO DOWNLOAD FREE TO DOWNLOAD Non TransactionalBrand Experience, utility and/or entertainment Direct Revenue from App Marketplace(minus marketplace commission)

10. The App Landscape PAY TO DOWNLOAD FREE TO DOWNLOAD Transactional Generates in-app revenue Direct Revenue from App Marketplace(minus marketplace commission) Non-TransactionalBrand Experience, utility and/or entertainment

11. Two models for free branded apps Non Transactional Free apps Branded UtilityFocus on the brand providing a useful tool to consumers. Branded EntertainmentFocus on entertaining with brand-inspired fun/novelty concepts.

12. Two models for free branded apps Non Transactional Free apps Branded UtilityFocus on the brand providing a useful tool to consumers. Branded EntertainmentFocus on entertaining with brand-inspired fun/novelty concepts.

13. Two models for free branded apps Non Transactional Free apps Branded UtilityFocus on the brand providing a useful tool to consumers. Branded EntertainmentFocus on entertaining with brand-inspired fun/novelty concepts.

15. Reach consumers with moderate media cost

16. Create new opportunities for consumers to accessexisting online services

17. Inexpensive market research

18. Generate PR

20. New revenue opportunitiesfor existing workforce/businesscustomers

22. Meet the app consumer A different kind of relationship Think experiences, featuresthen messages Trust is everything Every app is a social media campaign* Exposure vs Retention * “Apps users value the recommendations of third parties, whether it is a family member, a friend, or a site or service offering ratings and reviews. Those seeking to market mobile apps would be well advised to emphasize two tactics: Word-of-mouth marketing (including social media) and securing favourable ratings and reviews.” NIELSEN “State of mobile apps” whitepaper, 2010xx

23. The app marketplace Welcome to Mobile Hollywood! Build a strategy to take it to market Existing brand perceptionimpacts downloads Reviews are instant and passionate Prepare for long term commitment

24. Choosing platforms and minding the gap “Mobile App” doesn’t just mean“iPhone App” any more. Rising expectation for Appsto be platform neutral Web Apps versus Native Apps The Hybrid Mobility approach Weighing up user experiencevsdevelopment budget

25. Tic Tac Shake & Share

26. Tic Tac Shake & Share

27. Tic Tac Shake & Share

28. Tic Tac Shake & Share

30. Cost per conversion: ~2c } (zero media spend)

31. Cost per acquisition: ~$1.00 }

33. Coles Express

34. Coles Express

37. Thank you! webling interactive Extraordinary Brand Experiences Online www.webling.com.au