This document discusses how mobile apps are better for brands than mobile ads. It notes that consumers spend most of their mobile time on apps, not websites. A survey found that consumers devote 82% of their time to apps. The document then discusses the advantages of brand apps, including adding convenience for customers, offering unique value, providing social value, and offering incentives. It provides examples of successful brand apps like Jio, Airtel, Jabong, Ola, and Paytm that have many features and incentives to encourage regular usage and build customer loyalty over time compared to ads.

1. FOR MOBILE APPS,
THINK APPS, NOT ADS
Submitted by: Group 10
Ayush Trivedi (PGP31017) Ayush Jain (PGP31078) Prathamesh Bobade (PGP31079) Madeline Porteman
(IEP17012) Justine Cano (IEP17015)

2. Mobile Apps infested with unwanted
advertisements!!!!

3. People don’t like ads but why?
• Private space
Since mobile phones are considered personal space, ads seems to be intrusive
• There is no right side
There is no space on the screen and ads prop up haphazardly
• The “Fat Finger” effect
Many taps are inadvertent causing inconvenience to both consumer and
advertiser
20%
80%
Survey on Ads
I love Ads I hate Ads

6. Why Apps instead of Ads??
• According to a survey, consumer devote 82% of their
mobile time on Apps
• Consumers install around 40 apps and use 15 regularly
• Average media and entertainment app sessions lasted
5.59 minutes whereas e-commerce app sessions only
took an average of 2.85 minutes.
• E-commerce and retail apps were at the top of the
frequency engagement list with an average of 17.5
sessions per month.
Customers
devote a
lot of time
to Apps
18%
82%
Mobile time
Web Apps

7. The 5 types of Apps :
Social
networks
31% time
For eg-
Facebook,
Whatsapp
Games and
entertainment
42% of time
For eg- Pokemon
, Angry Birds
Utilities
7% time
For eg- Google
Maps, camera
Brands
11% time
For eg- Nike,
Redmi
Discovery
9 % time
For eg- Ibibo,
Makemytrip

8. BRAND APPS
• Brands should focus on building long term relationship
with their customers through apps that add value
rather than going for a myopic benefit through click
advertisement.
• Brand apps offer the following advantages:-
Add
convenience
Offer unique
value
Provide
Social value
Offer
incentives
Entertain

11. JIO
• The app provides multiple
facilities ranging from
downloading music, watching
movie to reading news
• The app acts as a single point
for fulfilling all the customer
needs
• The app had more than 10
million downloads on the play
store in a very short duration
of time
• The app has a rating of over
and is helping the company
connect in a better way to the
consumer
• Repeated use of the app leads
to more brand resilience and
hence, more brand loyalty in
the long term

12. My Airtel app

13. Benefits of Airtel app Like the JIO app, the
app offers many
functionalities to
the consumer like
music, bill payment,
plan changes,
watching TV
Airtel is heavily
advertising the
functionality of the
app through mass
media
The app also has 10
million+ downloads
and a user rating of
over 4
Airtel is heavily
investing on the
app so that it can
leverage the
increased resilience
over a long term
The app is offering
added convenience
to the consumer

14. Jabong app Jabong offers
subscription bonus
as well as routine
additional discount
to customers using
the app
The company is
using a monetary
incentive to lure
consumers to use
the app
The app also has
downloads of more
than 1 millions and
is one of the most
used apps for e-
commerce
shopping

15. OLA app
Company is offering incentive to consumers to download its app

16. Paytm app
Company is offering unique value to its customers by offering an opportunity to transfer funds by
using barcodes

17. Thank You