The document discusses mobile app trends globally and in Australia. It notes that the iPhone App Store passed 5 billion downloads in June 2010, with the last billion taking only two months. Three quarters of Australian smartphone users have downloaded free apps, with social, games, maps, travel, weather and banking as the most useful categories. The document outlines different models for paid and free apps, and how free branded utility and entertainment apps can improve brands through exposure, reach consumers with low costs, and influence purchase decisions. It provides case studies of successful branded Australian apps from Tic Tac and Coles.

1. Webling Interactive
Fun & Functionality
Brand strategies for the future of mobile

2. A Global Perspective
• iPhone app store
– Passed 5bn downloads in June 2010
– Last billion took two months = 16.7m a day
• Android market
– Passed 1bn downloads in July 2010
• Nokia Ovi Store serves 1.7m downloads daily
• BlackBerry App World 1m downloads daily
– From 20m registered users according to RIM
• iPad app store had 35m app downloads
in first 65 days
• Indie store GetJar serves 3m downloads daily

3. An Australian perspective
• Three quarters of Australian smartphone internet users
have downloaded a free application*
• 1 in 5 Smartphone users have downloaded 20 or more
• Top 6 App Categories (most useful)
* Nielsen Telstra Bigpond Mobile Study 2010
1. Social 2. Games
3. Maps 4. Travel
5. Weather 6. Banking

4. An Australian perspective
• Three quarters of Australian smartphone internet users
have downloaded a free application*
• 1 in 5 Smartphone users have downloaded 20 or more
• Top 6 App Categories (most useful)
* Nielsen Telstra Bigpond Mobile Study 2010
1. Social 2. Games
3. Maps 4. Travel
5. Weather 6. Banking Fart Apps

5. The App Landscape
PAY TO DOWNLOAD FREE TO DOWNLOAD

6. The App Landscape
Direct Revenue from App
Marketplace
(minus marketplace commission)
PAY TO DOWNLOAD FREE TO DOWNLOAD

7. The App Landscape
Transactional
Generates in-app revenue
Non Transactional
Brand Experience, utility
and/or entertainment
Direct Revenue from App
Marketplace
(minus marketplace commission)
PAY TO DOWNLOAD FREE TO DOWNLOAD

8. Transactional
Generates in-app revenue
The App Landscape
Non Transactional
Brand Experience, utility
and/or entertainment
Direct Revenue from App
Marketplace
(minus marketplace commission)
PAY TO DOWNLOAD FREE TO DOWNLOAD

9. The App Landscape
Transactional
Generates in-app revenue
Direct Revenue from App
Marketplace
(minus marketplace commission)
PAY TO DOWNLOAD FREE TO DOWNLOAD
Non-Transactional
Brand Experience, utility
and/or entertainment

10. Two models for free branded apps
Branded Utility
Focus on the brand providing
a useful tool to consumers.
Branded Entertainment
Focus on entertaining with brand-
inspired fun/novelty concepts.
Non Transactional
Free apps

11. Two models for free branded apps
Branded Utility
Focus on the brand providing
a useful tool to consumers.
Branded Entertainment
Focus on entertaining with brand-
inspired fun/novelty concepts.
Non Transactional
Free apps

12. Two models for free branded apps
Branded Utility
Focus on the brand providing
a useful tool to consumers.
Branded Entertainment
Focus on entertaining with brand-
inspired fun/novelty concepts.
Non Transactional
Free apps

13. How can free apps improve the bottom line?
• Improve brand loyalty/exposure
• Reach consumers with close to zero media cost
• Create new opportunities for consumers to access
existing online services
• Inexpensive market research
• Generate PR
• Influence purchase decisions

14. Conceiving your corporate app
• What existing brand-specific assets, services
or infrastructure can be leveraged to create
the app?
• Does it already exist in non-branded or
competitor form? How will your version
differentiate itself?
• Will it fully exploit the mobile platform to
achieve tangible benefits to your brand?
• How could it connect/reinforce your brand’s
presence on other platforms or ATL?

15. Meet the app consumer
• A different kind of relationship
• Think experiences, features
then messages
• Trust is everything
• Every app is a social media
campaign*
• Exposure vs Retention
* “Apps users value the recommendations of third parties, whether it
is a family member, a friend, or a site or service offering ratings and
reviews. Those seeking to market mobile apps would be well advised
to emphasize two tactics: Word-of-mouth marketing (including social
media) and securing favourable ratings and reviews.”
NIELSEN “State of mobile apps” whitepaper, 2010xx

16. The app marketplace
• Welcome to Mobile Hollywood!
• Build a strategy to take it to market
• Existing brand perception
impacts downloads
• Reviews are instant and passionate
• Prepare for long term commitment

17. Choosing platforms and minding the gap
• “Mobile App” doesn’t just mean
“iPhone App” any more.
• As the smartphone demographic
broadens, so will the pressure
for popular apps to be “on
everything”
• Web Apps versus Native Apps
• The solution - Hybrid Mobility

18. Two case studies
Tic Tac Shake & Share Coles Shopmate

19. Tic Tac Shake & Share

20. Tic Tac Shake & Share

21. Tic Tac Shake & Share

22. Tic Tac Shake & Share

23. Tic Tac Shake & Share – Results
• 1.6 million global downloads and rising – 550,000 active users
• Top free app in Australian Entertainment category (for over a month)
• 2nd top free app overall on the Aus app store
• Remained in the store-wide free top 10 for over 2 months
• Remained in the store-wide free top 50 for over a year
• 50+ articles written across the web and print media
• Cost per download: ~1c }
• Cost per conversion: ~2c } (zero media spend)
• Cost per acquisition: ~$1.00 }
• Free market research
Brand exposure
Bottom line

24. Coles Shopmate

25. Coles Shopmate

26. Coles Shopmate – Results
• 180,000 Australian downloads and rising
• Number 1 the in Australian Lifestyle category
• Top 10 free apps in the Australian App Store
• First to market with branded supermarket assistant
• Cost per download: ~20c
• Over 2300 users per day
• Top recipes average close to 3,000 views per month
• Top store welcome around 1,000 shoppers using
the app per month
Brand Exposure
Bottom Line

27. Ten Commandments for a great App
1. Make it unique, or make it better
2. Design it twice
3. Let them play straight away
4. No Smoke & Mirrors
5. Will it work in the real world?
6. Is it a joy to use?
7. How will people share it?
8. What will the haters say?
9. Plan to promote it
10. Plan to support it

28. Thank you!
webling interactive
Extraordinary Brand Experiences Online
www.webling.com.au