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MOBILE BRAND
EXPERIENCES
KEY OBSERVATIONS
“To be wired, or not to be wired,
that is the question.”
Today, we are
going to meet…
Brad, a mobile user

A smart phone

The mobile market
Say hello
to Brad!
Brad is between 31 and 33.
He downloaded 27 apps*, including
11 games over the lifetime of his
smartphone.
He engages with most of his apps 91
days until he deletes them.
23% of the apps he never launches
again after the first download.

* The Yankee Group predicts, this number goes up to 60 apps/year
The most common reasons why
Brad and his friends use their
smart phones…
I’m bored

I love
multitasking

(Bored now)

(or Repetitive now)

I’m local
(Urgent now)

(Google’s 3 mobile behavior groups)
A day with Brad
8 h work
1,5 h commute
2 h internet
5 h TV/Console
21 min. talk/phone
25 SMS read/write
79 min. using apps
iPad?

= Pretty busy

frequency
mobile, the
es
TIP: With
the web go
ecting with
ect
of conn
ity to conn
= opportun
up
es
ent increas
brand & cli
Brads smartphone usage takes away
time spend on other devices. More
and more.
Anybody want to
guess how much
money that is?
Brad is always connected. But more
often in the evening, while on his
couch.

Tablets are considered to be
more an “evening” device,
which at the end also takes
away console time.
Brad does things differently on the
desktop and on his smartphone

Desktop

Mobile
Context creates new opportunities

Brads usual day
8 am

11 pm

g
Work in pro

ress

Brads unusual day
8 am

11 pm
Say hello
to Brad's
smart
phone!
On Brads smart phone there are:
27-30 apps.
He uses only 5 most of the time.
Brad gives an app 2 min./ave.
(except Games)

Phone

Msg.

E-Mail

Game

Weather

EA
App?

Safari/
Search

Face
book
Mobile happens in
varied environments
with varied privacy.
63% do NOT share their
phones. Brad either
Mobile is very context
sensitive. Mobile is
very personal.
Another thing,…
Android is
mostly male
(73%)

iPhone is mixed
(53%)
So, Brads smart phone
Is always with him, he even texts
from the bathroom (27% male,
54% of female users).
He uses it as a digital wallet.
And thinks it’s not a PC, it’s a
“connectivity tool”, where I can
play games when I am bored.
Brad likes apps, but:
He accesses Facebook via his mobile
browser (like 55% of all FB users)
He is one of 6 mio. people that visits
the mobile site of ESPN, compared to
11 mio. who use the app.
That said, Twitter was surprised by the
fact, that even with the plethora of
third-party Twitter apps out there, not
only Brad was having trouble finding
and selecting one because none were
called “Twitter.” He still tweets via
SMS, like 17 mio. other users.

Source: Twitter Company Blog
Say hello
to the
mobile
market.
1,9 bio are on
the wired web
5 bio. Mobile
phones out
54% of free apps have fewer than
1,000 users.
Long term audiences are generally
1% of total downloads.
Usage declines by almost a third in the
first month after use, stabilizing under
five minutes.
350,000 apps are currently in the app
store. Only 20% have an audience.
Best Practices

Barcleys Waterslide and Rollercoaster
26.7 mio users

r
are good fo
TIP: Games
acquisition
Best Practices

BMW Mobile Sales App
45 mio. Revenue in selling parts

nce.
your audie
TIP: Define
es.
cific servic
Deliver spe
Best Practices

ebay
Each second one mobile transaction.
Sold 3 Ferraris each month from mobile devices.
Items sold worth $400 mio.
Best Practices

World of Warcraft Auction House (Buy, Sell, Trade) and Info Guide
Relat. Small user base compared to other outlets but very active.
Best Practices

Xbox (several apps)
Check Friends, Avatars, Game Statistics (Problem: Not a large user base,
App Store chart ranking around 135 to 185)
Best Practices

. Here
ne purpose
Focus on o
TIP:
rds:
leads towa
everything
ST DRIVE.
BOOK A TE

Firemint GTI Real Racing
Increased Test Drives by 80%, with out a single Dollar spent on Ad.
# 1 iPhone app in 36 countries (4,4 mio. downloads)
Best Practices

etitors with
your comp
r
TIP: Outrun
tion. Delive
ality execu
high qu
audience.
t, for a core
nten
busy
specific co
s meals for
.
: 20 minute
Here
ant to cook
ho don’t w
people w

Jamie Oliver
Increased brand recognition, produced most lucrative app (sell for 7,99)
Best Practices

ll.
ngage – Se

– E
TIP: Inspire

SMULE – T-Pain
300,000 downloads in the first 3 weeks.
4,1 mio user generated songs. Increased record sale by 65%.
Conclusion:
Do it simple.
Make it sticky.
Make it useful.
Understand
mobile context

Chan
ge us
behav er
ior

Create a product, don’t reimagine one for small screens.
Great mobile products are
created, never ported.
tive
Be crea
Change user
behaviour with
experiences not a
set of features.
Start with an
Application
Definition
Statement.
What is it?
Who is it for?
Pick a few features,
most frequently used,
by the majority of
people, appropriate for
mobile context.
Think of Brad

Think of Brad

Think of Brad
Links.
http://www.mobile-ent.biz
http://www.comscore.com
www.forrester.com
www.kpcp.com
http://www.piperjaffray.com
http://blog.compete.com/
http://www.mobiliciouz.com
http://kissmetrics.com
http://www.nokia.com
metrics.admob.com
blog.nielsen.com
Twitter.com
Thanks.
Prepared by Marc-Oliver for
EA Sports Online, Feb. 2011

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