1) The document analyzes marketing strategies for iPhone applications based on a case study of two RATP transportation apps called RATP Lite and RATP Premium. It identifies patterns in downloads, sales, and rankings over time.
2) Key findings include that price reductions can significantly increase sales, free versions help promote paid versions, and concentrated advertising periods yield better rankings than spaced-out campaigns.
3) The analysis suggests the App Store ranking algorithm favors most recent sales over longer periods, and good placement boosts further sales and rankings in a self-reinforcing cycle.
GAFAnomics: Using APIs to gain unfair competitive advantage in the network ec...Fabernovel
At FABERNOVEL, we’re convinced APIs are a powerful lever for traditional companies willing to enter and thrive in a world dominated by the GAFA (Google, Amazon, Facebook, Apple), Unicorns (Uber, Airbnb…), Chinese giants (Alibaba, Tencent…) and all similar actors that have deeply changed the way goods and services are produced, shared and distributed.
As outlined in our latest study, these new players share one common feature: they’re all structured as networks, connecting individuals, businesses, information and goods to one another.
GAFANOMICS Season 2: 4 superpowers to outperform in the Network EconomyFabernovel
FABERNOVEL identifies 4 superpowers to outperform in the Network Economy.
FABERNOVEL released a new study analyzing the strategic practices of the GAFA companies. The study, which presents actionable lessons for legacy industries looking to reshape their strategy for the New Economy, finds that the fastest-growing superpowers in the Network Economy position themselves as Magnet, Intimate, Real Time, or Infinite Enterprises.
FABERNOVEL’s 2014 report, GAFAnomics: New Economy, New Rules detailed how Google, Apple, Facebook, and Amazon – GAFA – are driven by a common vision of a borderless market and a customer culture which redefined their notions of value creation, core business, and talent management. FABERNOVEL’s 2015 study builds upon these findings to analyze how other companies are utilizing the infrastructure built by these 4 web giants to spur their own rapid growth.
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FABERNOVEL vous invite à découvrir dans sa nouvelle étude 4 stratégies inspirées des GAFA pour transformer votre entreprise en champion de l'économie connectée. Venez comprendre comment devenir une entreprise "Magnétique", "Instantanée", "Intime" ou "Infinie" : 4 «super-pouvoirs» économiques inspirés du modèle des GAFA.
En 2014, dans la première étude GAFAnomics®, nous nous étions attachés à analyser les facteurs clés de succès des 4 géants du web. Cette année, notre étude du modèle des GAFA nous a permis d'identifier 4 modèles de performance dans la nouvelle économie, qui permettront à nos clients de repartir avec des stratégies rapides à mettre en oeuvre pour retrouver cette compétitivité dans la nouvelle économie.
Les précédentes études annuelles de FABERNOVEL ont rencontré 10 millions de lecteurs, nous avons hâte de partager cette nouvelle publication avec vous.
Tarama is a futurist with love of data and passion for marketing results. In 2012, her company Adobe started actively mining its wealth of data, to discover trends and perspectives of interest to marketers, most of whom were (and still are) struggling to get ahead of what is happening in the digital marketplace. They wondered: Is there anything that would better prepare marketers for this very challenging and ever-changing new world? Tamara Gaffney will show some of her findings and explain how every company can do marketing that is useful and how marketers can do better.
GAFAnomics: Using APIs to gain unfair competitive advantage in the network ec...Fabernovel
At FABERNOVEL, we’re convinced APIs are a powerful lever for traditional companies willing to enter and thrive in a world dominated by the GAFA (Google, Amazon, Facebook, Apple), Unicorns (Uber, Airbnb…), Chinese giants (Alibaba, Tencent…) and all similar actors that have deeply changed the way goods and services are produced, shared and distributed.
As outlined in our latest study, these new players share one common feature: they’re all structured as networks, connecting individuals, businesses, information and goods to one another.
GAFANOMICS Season 2: 4 superpowers to outperform in the Network EconomyFabernovel
FABERNOVEL identifies 4 superpowers to outperform in the Network Economy.
FABERNOVEL released a new study analyzing the strategic practices of the GAFA companies. The study, which presents actionable lessons for legacy industries looking to reshape their strategy for the New Economy, finds that the fastest-growing superpowers in the Network Economy position themselves as Magnet, Intimate, Real Time, or Infinite Enterprises.
FABERNOVEL’s 2014 report, GAFAnomics: New Economy, New Rules detailed how Google, Apple, Facebook, and Amazon – GAFA – are driven by a common vision of a borderless market and a customer culture which redefined their notions of value creation, core business, and talent management. FABERNOVEL’s 2015 study builds upon these findings to analyze how other companies are utilizing the infrastructure built by these 4 web giants to spur their own rapid growth.
****
FABERNOVEL vous invite à découvrir dans sa nouvelle étude 4 stratégies inspirées des GAFA pour transformer votre entreprise en champion de l'économie connectée. Venez comprendre comment devenir une entreprise "Magnétique", "Instantanée", "Intime" ou "Infinie" : 4 «super-pouvoirs» économiques inspirés du modèle des GAFA.
En 2014, dans la première étude GAFAnomics®, nous nous étions attachés à analyser les facteurs clés de succès des 4 géants du web. Cette année, notre étude du modèle des GAFA nous a permis d'identifier 4 modèles de performance dans la nouvelle économie, qui permettront à nos clients de repartir avec des stratégies rapides à mettre en oeuvre pour retrouver cette compétitivité dans la nouvelle économie.
Les précédentes études annuelles de FABERNOVEL ont rencontré 10 millions de lecteurs, nous avons hâte de partager cette nouvelle publication avec vous.
Tarama is a futurist with love of data and passion for marketing results. In 2012, her company Adobe started actively mining its wealth of data, to discover trends and perspectives of interest to marketers, most of whom were (and still are) struggling to get ahead of what is happening in the digital marketplace. They wondered: Is there anything that would better prepare marketers for this very challenging and ever-changing new world? Tamara Gaffney will show some of her findings and explain how every company can do marketing that is useful and how marketers can do better.
Essentials of a platform business modelValueCoders
A platform business model connects buyers and suppliers who can then transact with ease. This model is being seen as the latest trend in businesses of today.
Platforms: How Change in Industry is Driving Change in StrategyMarshall Van Alstyne
Presentation at MIT Platform Summit on how economic change in the Internet era parallels change in the Industrial era, but for the opposite reason. This inverts marketing, operations, finance, IT, strategy and innovation.
Each year we product trends based to help us think about how the worlds of technology and media will change over the next few years.
There are lots of things happening, and we hope we have chosen some the most interesting
This year we look at:
Smart Devices
Push Notifications
Bluetooth Beacons
Frictionless Payments
Location & Local
Deliveries
Health
Actionable Intelligence
Polarisation
Borrowed Formats
This step-by-step "Mobile Apps" Training System will take you by the hand and show you how to quickly skyrocket your business success in the shortest time ever by creating mobile apps
Covering the top mobile trends and forecasts for 2014, the presentation includes information and recommendations on the top 12 trends for this year: including mobile payments, enterprise apps, beacons for in-store customer engagement and the issues surrounding privacy amongst others.
Why "mobile first" isn't enough - Developing a better user experienceKevin Powell
"Mobile first," is a concept that serves us well as a design tool, putting constraints on our messaging, layout, etc. But to use "mobile first" as a complete mobile strategy can lead to some dangerous lines of thought.
There's a bigger picture that needs to be seen, and it's what we've always done when developing experiences for the web. We need to put the "Experience First." Then we can think about "mobile", "desktop", "lean-back", and whatever other technologies are released in the next several years. It's not about devices, it's about users and experiences.
Presentation first given at BarCamp Nashville in October of 2011.
WITI Summit 2013 Mobile Technology Trends & StrategyAmanda McConnell
The complete presentation from the Mobile Technology & Strategy Workshop at the 2013 Women in Technology Summit. Includes slides from Bess Ho and Amanda McConnell.
Ángel Ron: depósito nómina Gasol y préstamo nómina Banco Popular
Con el fin de reforzar la vinculación de los clientes y apoyar así la positiva evolución de Tenemos un Plan, por la cual y desde el pasado mes de octubre los clientes vinculados han aumentado en más de 142.000, Popular lanza el Depósito Nómina Gasol y el Préstamo Nómina, productos que completan la oferta financiera de Tenemos un Plan con las siguientes características:
Essentials of a platform business modelValueCoders
A platform business model connects buyers and suppliers who can then transact with ease. This model is being seen as the latest trend in businesses of today.
Platforms: How Change in Industry is Driving Change in StrategyMarshall Van Alstyne
Presentation at MIT Platform Summit on how economic change in the Internet era parallels change in the Industrial era, but for the opposite reason. This inverts marketing, operations, finance, IT, strategy and innovation.
Each year we product trends based to help us think about how the worlds of technology and media will change over the next few years.
There are lots of things happening, and we hope we have chosen some the most interesting
This year we look at:
Smart Devices
Push Notifications
Bluetooth Beacons
Frictionless Payments
Location & Local
Deliveries
Health
Actionable Intelligence
Polarisation
Borrowed Formats
This step-by-step "Mobile Apps" Training System will take you by the hand and show you how to quickly skyrocket your business success in the shortest time ever by creating mobile apps
Covering the top mobile trends and forecasts for 2014, the presentation includes information and recommendations on the top 12 trends for this year: including mobile payments, enterprise apps, beacons for in-store customer engagement and the issues surrounding privacy amongst others.
Why "mobile first" isn't enough - Developing a better user experienceKevin Powell
"Mobile first," is a concept that serves us well as a design tool, putting constraints on our messaging, layout, etc. But to use "mobile first" as a complete mobile strategy can lead to some dangerous lines of thought.
There's a bigger picture that needs to be seen, and it's what we've always done when developing experiences for the web. We need to put the "Experience First." Then we can think about "mobile", "desktop", "lean-back", and whatever other technologies are released in the next several years. It's not about devices, it's about users and experiences.
Presentation first given at BarCamp Nashville in October of 2011.
WITI Summit 2013 Mobile Technology Trends & StrategyAmanda McConnell
The complete presentation from the Mobile Technology & Strategy Workshop at the 2013 Women in Technology Summit. Includes slides from Bess Ho and Amanda McConnell.
Ángel Ron: depósito nómina Gasol y préstamo nómina Banco Popular
Con el fin de reforzar la vinculación de los clientes y apoyar así la positiva evolución de Tenemos un Plan, por la cual y desde el pasado mes de octubre los clientes vinculados han aumentado en más de 142.000, Popular lanza el Depósito Nómina Gasol y el Préstamo Nómina, productos que completan la oferta financiera de Tenemos un Plan con las siguientes características:
The Accenture Technology Vision 2016 identifies five technology trends fueled by the people first principal and that are essential to business success in the digital economy.
Инструменты для проведения конкурентного анализа программных продуктов | Вла...Positive Hack Days
1. Что такое конкурентный анализ (КА) программных продуктов?
2. Методика и этапы КА.
3. Сложности реализации различных этапов КА.
4. Инструменты для автоматизации КА.
Автоматизация нагрузочного тестирования в связке JMeter + TeamСity + Grafana ...Positive Hack Days
1. Описание старого процесса сбора данных о тестах: как было до, что хорошего, что плохого
2. Influxdb, как хранилище time-series данных,
3. Zabbix - мониторинг нагрузочных стендов: windows и linux агенты, активный сбор данных, autodiscovery виртуальных машин в esx
4. Grafana, как способ превратить графики и дашборды в конфетку
5. Автоматизация нагрузки от пользователей через web-UI при помощи Jmeter, отображение статистики в реальном времени, CI в Teamcity
CIAPEM 2010 - Mas cerca de los usuarios: pruebas de usabilidadLuis Carlos Aceves
Presentación para realizar y contextualizar una demostración de pruebas de usabilidad con Morae. Dada en el CIAPEM 2010 en Monterrey por Luis Carlos Aceves e Isabel Murillo, consultores de Web Usability S.C. México
App store optimization is the ability of vital promotion on mobile applications in any online mobile application store to increase the visibility of the app. It means the apps should be found when the users search with the specific keywords. This optimization will help to generate leads.
Infuse Creative Local/Mobile Search 7 the iPhone - PubConinfusecreative
Infuse Creative was one of the first SEO and digital marketing companies to talk about iPhone optimization going way back to 2007/8. This is Gregory Markel's presentation at PubCon on November 12, 2008.
Marketing and Monetizing Mobile Apps 2009Katie Lips
Presentation on Marketing and Monetizing Mobile Apps. Focusses on opportunities offered by the iPhone and Android Platforms and contains detailed sales stats for iPhone platform.
Presentation given at "Beyond Mobile 2.0", Manchester, UK, 24th February 2009 - a Northern Startup 2.0 event, UK.
By Katie Lips, Mobile Apps Strategist at Appostles.com
This article looks at why should an organization build an iPhone app from a marketing perspective, what are the features that can be leveraged and some ideas around what can be built.
Moving to Mobile: Simple Strategies for SMEs 2009Katie Lips
Moving to Mobile: Simple Strategies for Small and Medium Businesses. Presentation at Think Visibility, Leeds, UK, 7th March 2009.
http://www.thinkvisibility.com/
By Katie Lips, Mobile Strategist at Appostles:
http://www.appostles.com
How can SMEs start integrating mobile into their web marketing strategies. Many of us now use the web via our mobile device / phones / smart phones / iPhones. How does your website hold up on the small screen? How can you make your website accessible and useful to people on the move?
Simple tips for 'moving to mobile' for SMEs: From mobile friendly websites, to SMS, to interactive mobile ads, to mobile apps.
SoLoMo University by Mobilosoft - Conference 1 - 23/11/2012Mobilosoft
This slideshare contains the presentations that have been done during the first conference of the SoLoMo University organised by Mobilosoft on the 23th of November 2011.
The topics were:
- An Introduction to SoLoMo Marketing by Georges-Alexandre Hanin - CEO Mobilosoft
- How to generate traffic on a mobile website thanks to the medias by Frédéric Martins - Sales Manager & Head of Digital at Rossel
- Google Mobile Ads, Be local – Drive perfomances by Gaetan Godart - Account Manager blue2purple
- What can we learn from Mobile users? By Olivier Delangre Co-founder Amoobi
Similar to How to successfully market your iPhone Application (20)
GAFAnomics Tesla Volume 2 - Is Tesla the disruptor we need?Fabernovel
Valued at 210 billion dollars, that is to say the valuations of Ford, GM, Draimler, PSA and Uber combined, Tesla, the leading company in electric car sales, recently became the world's leading manufacturer ahead of Toyota. It is because the company has succeeded in breaking the codes of a century-old industry, symbol of the industrial model of the 20th century, that Tesla deserves its place at the top of the list of the most disruptive companies. Fabernovel presents its new study "Is Tesla the disruptor we need? which reveals the secrets of its success but also provides thought on the future of mobility, which the company has not disrupted to date.
Lancement de ReCOVery - Sortie de crise - Les nouveaux raisonnablesFabernovel
La crise que le monde traverse atteint individus et acteurs économiques avec une puissance inédite et nécessite de repenser en profondeur nos modèles de développement, sur la base de solutions véritablement actionnables.
Plusieurs entreprises et associations d’entreprises s’unissent donc pour lancer reCOVery, une initiative collaborative visant à faire redémarrer l’économie selon un modèle plus durable, plus juste et plus résilient. Voici la présentation donnée lors de lancement de cette plateforme pour échanger sur une mutation appelée de toutes parts, et redémarrer en mettant en œuvre la transformation vers les "nouveaux raisonnables".
We are pleased to release the second volume of our new KPIs report series. This study is dedicated to the new value creation levers in the digital era and in particular on the talent pillar: why it is a critical asset, how to monitor it, assess it and optimize valuation.
This comes jointly with an index to assess one’s company maturity on talent capital.
If you want to get a full version or have any question about this study, please email us: kpi@fabernovel.com.
You can find our first study Customer KPIs here : https://www.slideshare.net/faberNovel/fabernovel-study-new-economy-new-kpi-the-customer-era
Fabernovel analyse les tendances publicitaires du super bowl de 2020Fabernovel
Aux États-Unis le Super Bowl est le plus grand événement sportif de l’année, suivi par près d'un américain sur trois. La compétition n'y est pas seulement sportive, elle est également publicitaire. À 5,6 millions de dollars les 30 secondes d'antenne, les marques ne regardent pas à la dépense et font de leur campagne de véritables spectacles. Si bien que pour 23% des américains, les publicités sont devenues la partie la plus importante du Super Bowl, contre 35% pour le jeu et 9% pour le show de mi-temps. Cette 54ème édition n'a pas dérogé à la règle !
Alors, pourquoi tant d’engouement autour des campagnes publicitaires du Super Bowl ?
Et quelles sont les tendances 2020 ?
À découvrir dans notre analyse.
Amazon: friend or foe?
This presentation looks at the ways to work with Amazon, its opportunities and threats for brands and the winning distribution strategies for you.
Fabernovel is pleased to release this new edition of “Gafanomics Quarterly”, our publication which offers you every quarter a transversal review of the earnings releases and strategic announcements of the disruptive Tech giants.
This last quarter was somewhat special in our view, ushering in new times at several levels : a new fiscal year, a new decade and the accelerating change towards new value patterns.
After a challenging Q3, the Tech segment outperformed all other sectors on the Street with an impressive cumulated market cap gain of more than $1,300bn for our sample of 20 firms (i.e. the equivalent of Microsoft market value or the annual GDP of Spain). This was underpinned by the robust quarterly delivery of most of the Tech leaders with a value pattern still favouring user and top-line growth pattern compared to margin expansion. Our sample of Tech disruptors posted a median revenue growth of 23% and 17% EBIT growth in Q4 19, with very similar figures for FY19.
Is this outperformance set to last?
Beyond their economic power, the Tech leaders face several challenges. Facing rising maturity and competition, they are increasingly criticized on their dark side and their Achilles heel: Corporate and Social Responsibility. Several of them recorded in the last months the departures of their founders (Travis Kalanick at Uber, Jack Ma from Alibaba, Larry Page and Sergey Brin at Google, Adam Neumann at WeWork). Softbank has seen the arrival of activist investors in their capital.
The Green tide was the most striking new theme emerging from Q4 releases. Many tech players (Microsoft, Amazon, …) have started to communicate on the environmental impact. Greenwashing or strategic reality? Probably both. But we hope that the latter will prevail! Given their deep pockets, innovation culture and infrastructure power, Tech giants are probably among the few Corporates that can save the planet. The Coronavirus crisis has shown that software can help adapt in critical situation with new practices (more remote work) that can reduce carbon emissions.
In a new world where transparency and responsibility will increasingly drive valuation, we are convinced that this Green horizon can be a structuring value path for GAFAM & Co but also an area where they can join forces with other Corporates.
Kereitsu of modern times, Softbank has pioneered with its Vision Fund an Innovation at scale strategy powered by an agressive venture investments. It has thus opened an alternative way to GAFAM’s model that relied primarily on an organic technology model amplified by some bolt-on M&A.
SoftBank’s transformation case is in our view particularly interesting at a time when the European startups and innovation ecosystems need to catch-up with their American and Asian and many Corporates are entering in « coopetition » with Investment funds, launching or reinventing their ventures set-up in order to address their innovation at scale challenge.
For sure, like all disruptors Softbank has been somewhat extreme in its approach (especially in terms of risk aversion, fundraising, inflationary valuation) and not always exemplary in its practices (CSR, governance, financial disclosure...). Nevertheless we are witnessing some interesting read-across for European players, especially as vision, risk taking and entrepreneurial approaches are in our view critical success factors in the new economy.
Thus one of our wishes for 2020 is that some European Softbank may emerge and create a new way for innovation at scale.
Retail Apocalypse. Voilà comment Business Insider qualifiait il y a quelques semaines la situation actuelle (et future ?) du retail. Et à raison : aux US plus de 8600 magasins physiques doivent fermer en 2019. La France n’est pas épargnée - en témoignent les fermetures de huit enseignes Gap et plus de 30 Conforama cet été, pour n'en citer que quelques unes.
Dans le même temps, les Digitally Native Vertical Brands - ces ovnis du e-commerce devenus leaders aussi inspirants qu’anxiogènes - envahissent les rues. Littéralement : sur les 84 DNVB à fort potentiel identifiées en 2016 par Andy Dunn dans son article phare, 44 comptent désormais au moins un magasin physique. Ici aussi : difficile de se balader dans Paris aujourd’hui sans passer devant une boutique Sezane, Le Slip Français ou Jimmy Fairly.
Pour passer à l'échelle, il semblerait que les DNVB doivent faire tomber le “D”. “Halo effect” disent les Américains pour décrire ce phénomène qui consiste à ouvrir une boutique physique pour considérablement augmenter les ventes online. Mais alors...
Entre apocalypse et terre promise, à quoi ressemble vraiment le retail de demain ?
Quel modèle, quels KPIs et quelles conditions pour émerger ?
Présentée lors du MobileOne 2019 par Benoît AUDOUARD, responsable projet myCANAL chez Canal+ et Julie ROLLIN-MOUSTÉOU, Senior Product Manager chez Fabernovel.
Fabernovel is pleased to share this playbook reviewing various offerings of
WeChat advertising and the possibilities for brands to reach and engage the tech
savvy consumers.
Since the inception of WeChat, Tencent has been very cautious about introducing
promotional messages on its platform. The Super APP is envisioned more as a
productive toolkit for the users' daily life than a source of media revenue stream itself.
On contrary to 1 ad for every 10 posts on Facebook, the Shenzhen tech giant makes
sure its users exposed to maximum 2 ads per day.
That being said, WeChat advertising offerings have become so comprehensive and
impactful to capture the attention of Chinese consumers from both home and
abroad. To build successful WeChat strategies, it is now crucial for business to master
these various ad formats, ad touch points, ad features, bidding tactics and audience
targeting possibilities.
Let’s discover more with this playbook!
[Extract] Study The We Company: is real estate a disruptable industry?Fabernovel
A lot has been said about WeWork, whether it is about its controversial CEO, its delusional valuation, its abyssal losses, its obscure governance or its esoteric motto. But, as analysts passionated by new models and disruption players, we could not stay away from the debate surrunding the one startup that has shaken the real estate market.
Our study does not predict whether Wework will become public, or whether it will actually survive. But, it aims at describing how WeWork has made coworking a thing, which lessons should be drawn from its model (whether considered tech or not tech) , and which possible future can be imagined for the industry.
Insight Report by Fabernovel - The Hidden consumption force of Overseas Chine...Fabernovel
Fabernovel, the global innovation agency operating in Europe, US and China, is pleased to share its latest in-depth study analyzing Overseas Chinese Residents, “The hidden consumption force”.
Study Ardian & Fabernovel - The Augmented Infrastructure: Digital for climate?Fabernovel
Foreword:
2020 is tomorrow. Once a synonym for “future”,
this key date is a symbol for new dawn where
the issue of long term value can not be but linked
to digital sobriety and technological responsibility.
At Fabernovel, that is why when working on transformation projects, services design or engineering, we follow a triple approach: entrepreneurial, digital but first and foremost responsible.
I am convinced that this approach can be applied
to infrastructures. Regarding carbon impact issue, beyond mitigation measures and energy recycling,
we need to act upstream by rethinking the way we design services and technology.
Innovation more than ever, has to be thought in a global ecosystem perspective to prevent drifts and limit impact.
Let’s build this inclusive future together.
Stéphane Distinguin, CEO & Co-founder at Fabernovel
Services urbains : faut il vraiment penser utilisateur ?Fabernovel
Ils investissent l'espace, orchestrent les flux, bouleversent les usages et uniformisent nos villes : les géants du numérique saisissent l'espace urbain et nous forcent à requestionner notre façon de concevoir les services urbains.
A quoi doit ressembler une ville à l'ère du numérique ?
Peut-on vraiment "penser utilisateur" dans un contexte urbain ?
Comment réconcilier besoins individuels et communautaires ?
Nous sommes convaincus que c'est par le design que nous répondrons à ces nouveaux enjeux.
Pour échanger avec nous sur ces questions essentielles, nous avons eu le plaisir de recevoir Agnes Kwek, ambassadrice Design pour la ville de Singapour et Dominique Sciamma, Directeur et Doyen de Strate Ecole de Design et Président de l'APCI.
Découvrez dans cette keynote les nouveaux paradigmes de la Ville moderne, et contactez-nous pour échanger davantage sur ce sujet passionnant !
[Fabernovel study] New economy, new KPI: the customer eraFabernovel
By creating some disruption in value chains and favouring the emergence of new models, the digital revolution has induced deep changes in the way value is created and shared. It is more and more decorrelated from short term financial performance. That should push organizations and investors to review their monitoring and valuation of innovative projects, as well as pay attention to the value of some intangible assets, such as customer capital, talent capital, ecosystem, software or societal and environmental impact.
Customer centricity was at the heart of the digital revolution, which explains why among these assets, customer capital is the easiest to value by investors. However, if we’ve focused our analysis in this presentation on this asset, this should not overshadow the other key levers that organizations need now for their transformation to be more and more systemic.
Digital native economic models have been built by design according to an extra-financial approach with monitoring and communication already focused on customer KPIs, and sometimes on talent or ecosystem metrics. By contrast, if players other than digital natives have initiated a deep transformation of their model, they have not yet adapted their reporting styles, even though this would enable them to better allocate resources and value the customer acquisition strategy.
Combined with this document, we are launching a new index dedicated to testing your own maturity regarding customer capital (how you’ve integrated this approach, how customer-centric your reporting is, how you use it). Once this assessment has been completed, this presentation will help drive you along the path towards a new reporting approach. Additionally, it will help you harness your organization's potential, which we've identified at both the internal and external levels, while focusing on stakeholder engagement and value creation levers.
Gafanomics - The Quarterly - Episode 2 (Q2FY19)Fabernovel
Financial analysis of some of the most disruptive Tech companies in the world. This document aims to provide you with some major insights concerning the financial markets and the most disruptive innovations for the second quarter of the financial year 2019.
The Future of Corporate Learning: from Training to Learning ExperienceFabernovel
With innovation cycles becoming ever shorter, companies are faced with a new challenge: keeping their key skills up to date in real time. This strategic dimension of ‘workforce planning’ cannot rely solely on recruitment; existing employees must be able to continuously learn new things. As such, the number one skill companies now look for is the capacity to learn, and companies are particularly looking for ‘learning animals’, a term coined by Google.
To download the full report: http://eepurl.com/guJvA5
Gafanomics - The Quarterly - Episode 1 (Q1FY19)Fabernovel
Financial analysis of some of the most disruptive Tech companies in the world. This document aims to provide you with some major insights concerning the financial markets and the most disruptive innovations for the first quarter of the financial year 2019.
Vers une nouvelle ère de vos expériencesFabernovel
L’exposition Vasarely en cours actuellement au Centre Pompidou à Paris nous le rappelle : l’art est aussi affaire de méthode, de système, de programme. L’oeuvre de l’artiste hongrois-français ne doit rien au hasard : dès sa première période artistique, il met au point un alphabet plastique, lui permettant des combinaisons infinies de couleurs et de formes - garantissant une harmonie entre toutes ses créations, tout en rendant possible leur “industrialisation”. Digression ? Non, car les enjeux du design d’expérience aujourd’hui sont précisément ceux-là.
Cinquante-neuf ans après “Alphabet VR”, ce sont les expériences qui doivent passer à l’échelle. Et c’est exactement le propos du design system : une sorte de “toolbox” digitale à destination des designers, mais aussi des développeurs, chefs de projets et quiconque serait engagé de près ou de loin dans la conception d’une nouvelle expérience. Fini de bricoler des bouts d’expérience par-ci, par-là : le design system permet d’assurer la cohérence et l’harmonie sur tous les pans d’expérience d’une marque. Un outil plus qu’essentiel à l’ère de l’expérience.
In this study Gafanomics by Fabernovel, you’ll discover what is, to us – FABERNOVEL is among Slack’s early adopters, using it since 2014 –, Slack’s secret sauce and what makes it so special.
Slack is surely an incredible company with tremendous growth perspectives. But what does it mean in terms of work ideology? How can a single application transform culture, work relationships and, ultimately, entire organizations?
There is a (work) life before Slack... and another one after it: let’s see how Slack has impacted the corporate world.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
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Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
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Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
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At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
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A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
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Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
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How to successfully market your iPhone Application
1. How to successfully market
your iPhone Application?
#appstudy
Paris, January 2010
2. Introduction
This study originated from observations made on the lifecycle of “RATP Lite”
and “RATP Premium”, two applications we designed to provide Parisians with
public transportation official information
We decided to go further in the analysis by running mathematical programs
Today we make a step further by sharing the results with you through this
creative commons presentation
We hope your challenge and contributions to the study will favor the
emergence of best practices for iPhone apps marketing
..…….
January 2010 • Marketing your iPhone application #appstudy • 2
3. Summary
1 - Presentation of the App Store
2 - Case study: RATP apps
3 - The App Store 4Ps
4 - Conclusion
..…….
January 2010 • Marketing your iPhone application #appstudy • 3
5. App Store: applications entrypoint
App Store is the unique marketplace
to get iPhone and iPod Touch applications
..…….
January 2010 • Marketing your iPhone application #appstudy • 5
6. App Store: Figures
34 million 24 million
iPhone iPod Touch 58 million
App Store users
3 billion applications have been downloaded
Each user spends an average 4,37$ a month on apps*
Generating over $250 million in revenue per month
Apple has locked a huge market
*Source: GigaOM.com
..…….
http://gigaom.com/2010/01/12/the-apple-app-store-economy
January 2010 • Marketing your iPhone application #appstudy • 6
7. Browsing the App Store (desktop)
Search bar
Apple Categories
editorial
content
Banners 3 Rankings
“New and
Paid apps
noteworthy”
“What’s hot”
Free apps
“Staff
favourites”
Grossing apps
..…….
January 2010 • Marketing your iPhone application #appstudy • 7
8. Browsing the App Store (mobile)
Apple editorial Category
Rankings
content browsing
..…….
January 2010 • Marketing your iPhone application #appstudy • 8
9. The big challenge!
There is no opportunity for advertising within the App Store
Getting the right marketing mix is more important than ever
..…….
January 2010 • Marketing your iPhone application #appstudy • 9
11. Case study: RATP apps
faberNovel designed two applications for RATP users:
RATP Lite RATP Premium
• Live on May 13th 2009 • Live on May 3rd 2009
• Free • Paid: 1,59€ then 0,79€
• Ad-funded
• 350 000 downloads • 105 000 downloads
• 126 000 active users • 80 000 active users
..…….
January 2010 • Marketing your iPhone application #appstudy • 11
12. Case study: sales and downloads evolution
Downloads Lite
Downloads
Downloads Premium
Time
Price cut V 2.0
..…….
January 2010 • Marketing your iPhone application #appstudy • 12
13. Case study: pricing evolution on RATP Premium
The initial pricing was 2,99 € according to the business
plan, but that never happened
0 day!!!
We realized that it was too high compared to the market.
We set a premium price of 1,59 €, capitalizing on the
RATP brand
2 months
That wasn’t enough to win significant market share, so we
shifted to a volume strategy with a 0,79€ price
..…….
January 2010 • Marketing your iPhone application #appstudy • 13
14. Case study: week-end sales peak
Sales breakdown by weekday
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Sales peak during the weekend (+20% on Sunday)
It might be even bigger for games….
..…….
January 2010 • Marketing your iPhone application #appstudy • 14
15. Case study: sales vs advertising
Advertising revenues from the Lite version brings recurrent
revenues to compensate sales relative stability in Premium
Monthly Profits First ad campaign
SalesAdvertising Lite
Premium
Advertising Lite
Sales Premium
63%
55%
45% 37%
May June July August September October November December
..…….
January 2010 • Marketing your iPhone application #appstudy • 15
16. Case study: RATP apps
Those results encouraged us to go further in the analysis
With 8 months of data…
… we ran statistical analysis…
0
… to identify the the App Store 4Ps
..…….
January 2010 • Marketing your iPhone application #appstudy • 16
17. PRODUCT PROMOTION
PRICE PLACE
..…….
January 2010 • Marketing your iPhone application #appstudy • 17
18. Product: great upsell opportunity
We monitored the percentage of RATP Premium owners that downloaded
RATP Lite first
80% of users try Lite before buying 50% of users try Lite before buying
Premium Premium
A good free version is crucial to push users towards the paid one
…especially if the price is high
..…….
January 2010 • Marketing your iPhone application #appstudy • 18
19. Product: 4 reasons for a differentiated
product line
Upsell opportunity
Brand visibility
Better segmentation
Clearer product definition
..…….
January 2010 • Marketing your iPhone application #appstudy • 19
20. Price: a price-sensitive market
2
1,59€ 0,79€
A 50% price cut led to 3x more sales
3 Sales
..…….
January 2010 • Marketing your iPhone application #appstudy • 20
21. Promotion: web campaign ROI was not so great
We booked 500 000 impressions* on a major website…
…generating 4 sales!!!
With an average CPM** of 6€ in France
That’s 750€ of advertising for one client
… to make a 2€ revenue!
*Impression = display of an advertising banner ..…….
**CPM = cost of 1000 impressions
January 2010 • Marketing your iPhone application #appstudy • 21
22. Promotion: cross-marketing increases
click-through rate
Cross-application advertising
seems a better solution
Click-through rate 8
0,07%* 0,59%*
Web advertising Cross-application
advertising
* Source: appfigures for RATP Lite ..…….
January 2010 • Marketing your iPhone application #appstudy • 22
23. Place: availability on the device is key
An app has to be lighter than 10Mo to be available in 3G (on the iPhone)
When we launched RATP Premium, it was way too big (27Mo)
SALES x3,5
RATP Premium available in 3G, on the iPhone biggest sales peak ever
..…….
January 2010 • Marketing your iPhone application #appstudy • 23
24. Place: the App Store ranking algorithm
Macro observations led to 2 likely hypothesis*:
Ranking is based on sales of the previous
1 week
The formula is a 7 days weighted
2 average
We ran a program to identify the best combination of weighted coefficients…
… and here is what we found
* See http://tii.libsyn.com/index.php?post_id=522655 for precisions ..…….
January 2010 • Marketing your iPhone application #appstudy • 24
25. Place: the App Store ranking algorithm
The ranking only takes account the last 4 days of sales
Sales of the current day are determinant
..…….
January 2010 • Marketing your iPhone application #appstudy • 25
26. Key learning: advertising campaign timing
WIN FAIL
Focused campaign on Advertising on a specific day
4 consecutive days and repeating over the weeks
Self-perpetuating good position
Advertising effort will be diluted
in the rankings
Ranking will not be maintained
Higher Good
sales ranking
..…….
January 2010 • Marketing your iPhone application #appstudy • 26
27. One more thing… in progress
We can forecast future sales based on previous sales with a precision of 10%
450
400
350
Real Sales
300
Our forecast
Nombre de vente
250
Sales
200
150
This algorithm is based
on an ARMA model :
100 Autoregressive Moving
Average Model
50
0
0 10 20 30 40 50 60 70
jour étudié
Time ..…….
January 2010 • Marketing your iPhone application #appstudy • 27
29. What’s your take on this?
• These results are based exclusively on our Apps study
• The algorithm can’t be proved, as the rankings are relative to other applications
sales
• To extend the reach of this presentation, we will wait your contribution:
Try the algorithm on your application
Challenge our case study
Bring constructive feedback on iPhone Apps marketing
On twitter: #appstudy
..…….
January 2010 • Marketing your iPhone application #appstudy • 29
30. Study written by:
Marie-Caroline Lanfranchi @mariecaroline
Baptiste Benezet @Ba_B
Romain Perrier @RomPerrier
Acknowledgements:
Yves, Martin, Clément L., Virginie, Patrick, Estelle, Pierre-Yves,
Cyril, Matthieu, Sabrina, Stéphane, Ouriel and La Cantine
Contacts
Project - Baptiste Benezet
baptiste.benezet@fabernovel.com
Press - Sabrina Distinguin
Sabrina.distinguin@fabernovel.com
17, rue du faubourg du Temple 75010 Paris
Tél. : +33 1 42 72 20 04
Fax. : +33 1 42 72 20 03
www.fabernovel.com
..…….
January 2010 • Marketing your iPhone application #appstudy • 30
31. Our Apps are available
on the iPhone App Store
http://getap.ps/RATPpremium/appstudy
http://getap.ps/RATPlite/appstudy
..…….
January 2010 • Marketing your iPhone application #appstudy • 31