A short summary with a lot of data on the present status of the mobile market, usage of Apps and some hints on app marketing and Augmented Reality

1. Smartphones and apps
1bn people using it 3 hours a day.
Do you have a strategy?
Szabolcs Budahazy, CEO Linked in: http://hu.linkedin.com/pub/szabolcs-budahazy/12/688/744/ www.arworks.com

2. Smartphones

3. Content
1. World of smartphones
2. Apps
3. Corporate apps
4. Augmented Reality
5. App development
6. Marketing your app
7. Apps as salestools
8. The future

5. Market
• Newly sold devices 2012:
– 1.8 bn phones: 40% smartphones/60% feature phones
– 2011 to 2012 38% increase in smartphone sales
• All used devices
– 6.2bn subscription – 4.2 bn actual user
– 1bn smartphones
• 2017: 3bn Smartphones

6. Manufacturers
Samsung
Nokia
Apple

7. Most popular Android phones
http://www.appbrain.com/stats/number-of-android-apps

8. Operating systems

9. Op system changes 2007-2012
Guardian 2012/05

10. Feb 2012 vs Feb 2013
Kantar Worldpanel ComTech

11. Usage

12. Replacing everything
Carkey
Airplane
Bankcard
ticket
Phone
Flower
Health
care
TV

13. TV or Smartphone

14. TV vs Smartphone

16. Time spent with Mobile apps

17. From 100 users – how many
searched for a specified content?

18. Shopping

19. Smartphone user and FB

20. Application
outlook

22. App stores (March 2013)
• 800,000 - Apple App Store
• 664.000 – Google Play (Android)
• 100.000 – Blackberry World
• 50,000 – Windows Store
New apps by week in the Windows Store

24. TOP 12 all time apps

26. Google App Downloads

27. How do you use the mobile?

28. Non–game usage increasing

29. Applications
in corporate
life

30. Apps
• For Profit apps
– Apps for sell (short/long term)
• Corporate apps
– Marketing
– CRM, sales process
– Manual
– Processes
– Other

31. Marketing apps
• Catalogue (Car, Furniture, etc)
• Game with product (FMCG)
• Game theme connected the brand
• Functional (Nike, Adidas, Knorr)
• Shareable content, Interactivity

32. Examples

33. Nike apps

34. Toyota apps

35. Coca-Cola apps

36. Axe/Unilever

37. Branded Apps in Marketing
What we see:
• Games with products
• Catalogues/Mobile Brochures
• Simple branded “fun games”
What brands need:
• Branded, useful or real fun addictive apps ensuring
repeated usage, building up brand loyalty and
increase sales

38. Feel the need
“Unilever, the world's second-largest
advertiser, brought more than 30 marketing
executives to the Consumer Electronics Show in Las
Vegas to meet with tech partners and immerse
themselves in the technologies shaping the way
people interact with content and one another.”
January, 2012
More…

39. Marketers problems
• No personal smartphone experience
• Failing to understand importance of changes
• Concentrating on own product, not on user’s
interests and motivation
• Limited knowledge of technology

40. Let’s go deep

41. A special smartphone technology

42. Augmented Reality

43. Augmented Reality
(AR): superimposing
additional digital
information on a live
camera image
of a smartphone

44. AR types
Panoramic Markerprint
GPS

45. Augmented Reality gives you
Talking print Interactive Video Screens on
ads prints newspaper products
Unlimited 3D brand Holographic Immersive 3D
test drives sculptures product demo TV spots
Pop up stores
Time travel Space travel
anywhere
…. and many many more

46. Markerprint AR
• Novartis • Deutsche Telekom Angry Bird
• Aquarium
• F1 Car

47. Panoramic AR
• Audi • Ericsson City
• KH HQ • Angry birds

48. GPS AR - Navigators
• Olympic • Telekom Festival
• Mecca • Wine

49. Eyewear
Contact
…
Lenses
Future
3D
Car
movie –
Window
PS3

50. App development

51. Smartphone content alternatives
• Responsive web site
• Web apps
– HTML5 – Look like an App
• Standalone apps
– Installed, works off-line,
– Operating system upgrades
– Device optimalisation
– One app vs Many apps

52. Responsive
PC Mobile

53. Web App

54. App design - hints
• Name of the app
• Platform design standards
• GUI, UI – 2013 Simplicity
• Apple versions (iPhone 3GS, 4, 5, iPad2, iPad3, iPad Mini)
• Android versions (4000 devices – S/M/L screens)
• App Store size – 50 MB
• Integrating videos – native or youtube

55. MarCom Apps :Timing/process
• T-day:Brief
• T+1 week: Offer
• T+2 week: Order
• T+3 week: Final specification
• T+6 week: Programming/design/testing
• T+9 week: Public app

56. Specification

57. Making it downloadable
iOS - Apple
• Developer status
– Public developer (App Store apps)
– Enterprise developer (Internal apps)
• Process – application, approval, fee
• Approval time
• Approval process
Android – Google Play
• Easy – 1 day

58. App Marketing

59. App marketing steps
• Let them know so they download
– Link in a: Web site, Banner, eDM, QR code,

60. Find the link to Apps!

67. App marketing steps
• Let them know so they download
– Link in a: Web site, Banner, eDM, QR code,
• First launch
– Reward, hook element
– Exclusive content
• Regular use
– Functional value/solving a problem (product related)
– Gamification
– Push notification
• Monetize
• Recommend/share to others

68. Monetizing successful apps
• Special product/brand experience
• Special offers
• Motivating to visit sales points, stores
• Local based marketing
• Brand ambassadors:
– Sharing experience – reaching other potential customers

69. App Statistics

70. Content
1. World of smartphones
2. Apps
3. Corporate apps
4. Augmented Reality
5. App development
6. Marketing your app
7. Making profit
8. The future

71. The world is going mobile
Are you?

72. END
or the beginning of a
beautiful future :)
Szabolcs Budahazy, CEO Linked in: http://hu.linkedin.com/pub/szabolcs-budahazy/12/688/744/ www.arworks.com