The document discusses why companies should choose native mobile apps over mobile web apps. It notes that native apps provide a better user experience through deeper interactions and automatic playing of audio/video. They are also found through app store searches, allowing companies to "own" space on the user's home screen. While native apps require developing for each platform, they are easier to monetize and where most mobile users spend their time. The document then provides tips for developing successful native apps, including building engaging apps, getting promoted in app stores, and using analytics to improve apps and marketing.

1. Going Native: Why and How?
Colette Crosby
Director, Intuit Mobile Go-to-Market Team
Feb 2014

2. About Intuit
Mission: To improve our customers’ financial lives so profoundly…
they can’t imagine going back to the old way
CONSUMERS
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SMALL
BUSINESSES
ACCOUNTING
PROFESSIONALS

3. 60+ native mobile apps
Running on a variety of devices & OS‟s:
• Phone & tablet
• iOS
• Android
• Windows 8 & Win 8 phone
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4. Overview
• Why choose native:
– Bottom line?
– It‟s a business decision, not an engineering decision
• If you want to win in mobile native:
– Build a killer app
– Market like crazy
– (TRY TO) Get the app stores to love you
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5. Why choose native
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6. Developer perspectives
Web
Native
• “Write once” for all mobile devices
• Leverage existing analytics
• Complete control of updates
• Can‟t leverage all OS/device capabilities
• Browser performance
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• Provide deeper/richer interactions
• App store vetting assures users of security
• Audio/video play automatically
• Cost of development
• New analytics to track user behaviors
• Publishing through app store (not direct)

7. Marketing perspectives
Web
Native
• Lower cost of entry: start by making
websites responsive
• Real-time A/B testing
• No rev-share payouts
• Difficult for users to find you
• Difficult for them to find you again
• Mobile users spend 80% of time on mobile
apps, 20% on browser
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• Be where people are looking (app stores)
• “Own” a share of user homepage
• Easier monetization (if using API)
• Store search is not web search
• New analytics for marketing
• Pay rev-share (IF you use in-app purchase)

8. Why native?
Be THIS EASY to find …
and THIS HARD to displace.
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9. Why native?
Be THIS EASY for customers
to spend money with you.
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10. Why native?
Be THIS GORGEOUS.
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11. Dream scenarios for a native retail app …
3x rewards day!
I’m going shopping!
Also:
Receive sale notices, coupons
My favorite Vince T-shirts are
on sale, 2nd floor.
My personal shopper knows
I’m in da house.
Also:
Receive sale notices, coupons
My shopper sees everything I‟ve scanned/ordered
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Can’t find my size? No problem.
Scan the product tag and order from
website or another store.
Also:
Tag items for wish-list
Check credit card balance
Remind me to enter in-store contests
Ask me for feedback real-time

12. Now we‟ll pivot
• How consumers choose and use native apps
• Marketing your app
• Analytics

13. How consumers choose and use native apps
Start
LEARN
Keys to app discovery:
• Word of mouth
• App store
• Online version
• Publications/Websites
• Ads
SHOP
USE
Financial Security
Financial & transaction
processing apps require proof
that personal/business
information is secure.
Apps must be engaging,
glitch-free, relevant.
Finish
Keep
Research critical on path to
download, especially:
• Peer recommendation
• 3rd-party articles/websites
• App store (promotions)
Delete
Average user has just
40 apps on device.
Apps that are not used
regularly are often
deleted
CHOOSE
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66% of users find
apps through
family/friends
Finish
• Free preferred to paid apps (most will tolerate ads if free)
• Selection among similar apps comes down to:
- Price
- App store stars/rankings/reviews/features
- Prior relationship with business
- Brand (financial apps)

14. Positioning mobile as a key benefit of service
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15. Promoting mobile never a problem …
when there‟s only a native app! 
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16. Use app store badges for call to action
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17. Introduce companion apps from inside your web app
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18. In-product discovery “call to action”
Sample landing page
Scenario:
• User is in web app
• Link: “Download our mobile app”
• Click takes user to landing page
• User enters mobile #, hits send
• User receives SMS with link
• Click link, launch app store
• Click to install
Intuit test result:
• 62% of users who entered their mobile
phone number on landing page
installed the app.
According to Techipedia, 98% of SMS messages sent are
opened, and 83% of them are opened within 3 minutes
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19. Telesales/Sales force
• WOM – leverage personal
recommendation + power of “time of need”
• Can SMS link to app store
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20. Mobile web search:
drive branded term mobile search to native app
For branded terms, send user to
app store product page
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21. Mobile web search:
benefit from advertising from Google Play
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22. Your mobile website:
leverage iOS Smart App Banner app
1. From web search, user lands on your
web page.
2. Banner ad appears at top of page.
3. Click to launch app store and download
app.
4. If app already installed, directs
customers to launch the app.
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23. Facebook mobile newsfeed: tap to install campaign
• For Intuit, top performer on “cost per install”
• Targeting & segmentation options:
– Look-alike modeling
– Re-targeting
– Deep linking
• Using Mobile App Tracking, can evaluate channel performance
by post-install actions, including spending
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24. Mobile ad campaigns
• Present your offers (or your native app) by advertising in other
native apps.
• Millennial media is one of several publishers. Intuit has found
them to be cost-effective, given our targets.
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25. StarStar program lets users “dial” for a mobile app
This tactic is useful
in radio advertising
(e.g., Pandora)
1. Dial **[2 digit code]
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2. Get SMS
3. Download app

26. App store product page
• App description
– Clearly state features and benefits
– Add third party testimonials, awards
– Use “What„s New” to let customers know they have been heard
• Screenshots are “eye candy”
– Convey most important & attractive aspects of the app, enhanced
with annotations
• Video (Google Play)
– Use video clips to showcase your app or bring your story to life
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27. Manage user reviews
• Encourage positive reviewers to post in app store
• Encourage “detractors” to talk to you
• In Google Play, can respond publicly to dissatisfied users
• Monitor social channels and post solutions there, too
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28. App store search optimization
Ranking
Priority
Google Play
Apple iTunes
1
App Name/Title
App Name/Title
2
App Description (text)
Keywords
3
Net installs
App Ratings
4
App Ratings & Reviews
App DLs
5
Video preview
App stores do not publish their search algorithm – this is our “best
available” conclusion about how search works in top two stores.
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29. Winning App Store promotional support
What‟s in it for your app?
8–20 X lift in downloads during promo
period
Downloads
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30. Big rules for getting promoted by app stores
•
•
•
•
•
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Build AWESOME apps
Adopt latest OS/device capabilities
Create a strong GTM strategy
Brief partners
Follow app store guidelines

31. Prepping the partner
Request
UI Review
Deliver Product
Briefing
Review
GTM Strategy
Launch!
90- 120 Days
30 Days
15 Days
Also:
• Coordinate launch/GTM/PR dates with target go-live date in app store
• Prepare feature assets ahead of time
• Don‟t pre-announce apps or misuse partner device images
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32. Align PR & social for more lift
Case study:
• Weave app promoted in app store: ~5x lift
• Next-day PR/social: ~13x lift (cum.)
App store promo
Downloads
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PR/Social

33. Marketing analytics
OS
Installs
Sign Ups
Purchases
Sign up Rate
Cool App
50,576
32,859
16,303
65%
47%
$4.57
$7.03
$14.17
Awesome
App
65,471
44,443
18,673
68%
42%
$3.27
$4.82
$11.47
Total
116,047
77,302
34,976
67%
45%
$3.84
$5.76
$12.73
Installs
116,047
Sign ups
77,302
Purchases
34,976
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Purchase Rate Cost per Install Cost per Sign up
Cost per Purchase
Implement one, easy-to-use
analytics tool to track results of
driven marketing campaigns –
from install to active use, and
monetization.

34. Analytics: downloads
Key vendors …
• AppFigures
• Distimo
• Apsalar
… can help you see DL by:
•
•
•
•
Day, week, month
App store
Device type (GP)
Country
… and compare your results vs. competitors
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35. Reviews/ratings in one dashboard
Reviews
Sort/filter your reviews
by “type”
Ratings
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36. Analytics: app usage
 Understand what updates/events
attribute to lift in users
 Distinguishing behavior between
new vs. existing users
 Source: Apsalar
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37. Questions or comments?
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38. Thank you

39. Extra slides

40. Phones/tablets primarily used for games/entertainment,
FB, and search (limited “run my business/productivity”)
Daily usage:
•
•
40% games/entertainment
18% FB
12% web
•
FB most adopted web
browser on mobile
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~7.9 apps used daily
•
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80% mobile apps
•
•
•
App economy now generating $25 Billion
2 hrs, 38 min
63% of apps on mobile
device today were not there
one year ago

41. Interesting new marketing opportunities with iOS 7
iTunes Radio ads
Popular Near Me
Airdrop
Popular Near Me
Possible ways to implement:
Target Marketing by
Music Type
Small Business
Convention
Share the App With
a Friend
The volatile mobile landscape uncovers new marketing opportunities at a rapid pace
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