The document outlines the mobile usage habits of a smartphone user named Brad, highlighting his engagement with apps and the context in which he uses his device. It discusses trends in mobile app usage, including high deletion rates and the importance of creating user-friendly mobile experiences. Additionally, it emphasizes the significance of tailoring mobile products to specific user behaviors and contexts.

1. MOBILE BRAND
EXPERIENCES
KEY OBSERVATIONS

2. “To be wired, or not to be wired,
that is the question.”

3. Today, we are
going to meet…
Brad, a mobile user
A smart phone
The mobile market

4. Say hello
to Brad!

5. 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

6. The most common reasons why
Brad and his friends use their
smart phones…

7. I’m bored
I love
multitasking
(Bored now)
(or Repetitive now)
I’m local
(Urgent now)
(Google’s 3 mobile behavior groups)

8. 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

9. Brads smartphone usage takes away
time spend on other devices. More
and more.
Anybody want to
guess how much
money that is?

10. 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.

11. Brad does things differently on the
desktop and on his smartphone
Desktop
Mobile

12. Context creates new opportunities
Brads usual day
8 am
11 pm
g
Work in pro
ress
Brads unusual day
8 am
11 pm

13. Say hello
to Brad's
smart
phone!

14. 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

15. Mobile happens in
varied environments
with varied privacy.
63% do NOT share their
phones. Brad either

16. Mobile is very context
sensitive. Mobile is
very personal.

17. Another thing,…

18. Android is
mostly male
(73%)
iPhone is mixed
(53%)

19. 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.

20. 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.

21. 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

22. Say hello
to the
mobile
market.

23. 1,9 bio are on
the wired web
5 bio. Mobile
phones out

24. 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.

25. Best Practices
Barcleys Waterslide and Rollercoaster
26.7 mio users
r
are good fo
TIP: Games
acquisition

26. Best Practices
BMW Mobile Sales App
45 mio. Revenue in selling parts
nce.
your audie
TIP: Define
es.
cific servic
Deliver spe

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

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

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

30. 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)

31. 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)

32. 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%.

33. Conclusion:
Do it simple.
Make it sticky.
Make it useful.

34. 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

35. Change user
behaviour with
experiences not a
set of features.

36. Start with an
Application
Definition
Statement.
What is it?
Who is it for?

37. 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

38. 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

39. Thanks.
Prepared by Marc-Oliver for
EA Sports Online, Feb. 2011