The document discusses the significant impact of mobile technology and applications on consumer behavior and marketing strategies. It highlights statistics showing the prevalence of mobile phone usage, the effectiveness of mobile ads, and the rapid growth of mobile app development across various industries. Additionally, it presents a framework for managing app lifecycle and engagement strategies to enhance business growth through mobile technology.

1. Marke&ng
&
Mobile
April
2013

2. Proprietary
&
Confiden&al
2
Appcessorize
Everything!

3. Proprietary
&
Confiden&al
3
There
are
6.8
billion
people
on
the
planet.
Only
3.5
billion
of
them
use
a
toothbrush.
4
billion
of
them
use
a
mobile
phone.
hBp://www.slideshare.net/HubSpot/50-­‐mobilefactsdeck62812

4. Proprietary
&
Confiden&al
4
hBp://www.slideshare.net/HubSpot/50-­‐mobilefactsdeck62812

5. Proprietary
&
Confiden&al
5
81%
of
smartphone
users
have
done
product
research
via
smartphone.
50%
have
made
a
purchase
with
one.
hBp://www.slideshare.net/HubSpot/50-­‐mobilefactsdeck62812

6. Proprietary
&
Confiden&al
6
9
out
of
10
mobile
searches
lead
to
acFon...
…
and
over
half
lead
to
purchase.
hBp://www.slideshare.net/HubSpot/50-­‐mobilefactsdeck62812

7. Proprietary
&
Confiden&al
7
70%
of
mobile
searches
lead
to
acFon
within
one
hour.
It
takes
one
month
for
the
same
percentage
of
desktop
users
to
catch
up.
hBp://www.slideshare.net/HubSpot/50-­‐mobilefactsdeck62812

8. Proprietary
&
Confiden&al
8
43%
of
marketers
currently
use
mobile
technology
Another
25%
plan
to
do
so
within
the
next
12
months,
and
16%
plan
to
do
so
in
more
than
12
months.
Only
15%
of
marketers
have
no
plans
to
use
mobile
technology.
hBp://www.slideshare.net/HubSpot/50-­‐mobilefactsdeck62812

9. Proprietary
&
Confiden&al
9
Growing
mobile
ad
spending
The
Interac&ve
Adver&sing
Bureau
(IAB)
reported
that
mobile
adver&sing
spending
officially
surged
111%
in
2012
Ballooning
to
$3.4
billion
last
year,
marking
the
second
consecu&ve
year
of
drama&c
mobile
growth

10. Proprietary
&
Confiden&al
10
Mobile
ads
perform
4-­‐5
Fmes
beRer
than
online
ads
in
key
metrics
such
as
brand
favorability
awareness,
and
purchase
intent.
hBp://www.slideshare.net/HubSpot/50-­‐mobilefactsdeck62812

11. Proprietary
&
Confiden&al
11
16%
of
smartphone
users
made
a
purchase
because
of
a
markeFng
message
received
on
their
phone
hBp://www.slideshare.net/HubSpot/50-­‐mobilefactsdeck62812

12. Proprietary
&
Confiden&al
12
Mobile
coupons
receive
10
Fmes
higher
redempFon
rates
than
print
coupons.
hBp://www.slideshare.net/HubSpot/50-­‐mobilefactsdeck62812

13. Proprietary
&
Confiden&al
13
“It’s
mine”

14. Proprietary
&
Confiden&al
14
Gaming
“61%
of
smart
device
owners
play
games
and
on
average
spend
30-­‐60
minutes
a
day
doing
so”
“The
typical
gamer
ranges
from
13-­‐55”

15. Proprietary
&
Confiden&al
15
Banners
&
Splash
Screens

16. Proprietary
&
Confiden&al
16
Product
placement

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&
Confiden&al
17
In-­‐game
video

18. Proprietary
&
Confiden&al
18
Product/Service
Engagement
Virtual
&
Real
World

19. Proprietary
&
Confiden&al
19
Web
is
Dead!
The
app
has
won!

20. Proprietary
&
Confiden&al
20
Businesses
going
mobile
and
not
the
mobile
business

21. Proprietary
&
Confiden&al
21
ApplicaFons
are
exploding
across
industries
Publicly
Available
Apps
(End
2012)
Automo&ve
Industrial
Media
Hotels
0
50
100
150
200
250
No.
of
Apps

22. Proprietary
&
Confiden&al
22
The
value
of
apps

23. Proprietary
&
Confiden&al
23
Brand
value
of
apps
• M-­‐commerce
• CRM
• Drive
to
retail
• Brand
awareness
• Lead
genera&on
• Internal
opera&ons
• Event
support

24. Proprietary
&
Confiden&al
24
Who’s
doing
well?
RedBull
Apps
-­‐
Entertain
Nike+
App
Tesco’s
Home
Plus
Wrapp
–
hot
new
Facebook/
voucher
app
service

25. Proprietary
&
Confiden&al
25
How
many
apps?
Device
No.
of
Apps
Revenue
Apple
(iOS)
775,000
Apple’s
mobile
app
downloads
grow
11%
in
Q1
2013,
revenues
hit
$1.6B
(74%
of
all
app
revenues)
Android
700,000
Google
play
app
revenue
grow
by
90%
Windows
130,000
Blackberry
100,000

26. Proprietary
&
Confiden&al
26
Even
handset
manufactures
bet
on
apps
• Nielsen
claims
there
are
41
apps
per
device
on
average
• BlackBerry’s
App
World
now
touts
100,000
BB10
applica&ons
• BlackBerry
claims
30,000
applica&ons
were
added
in
the
last
couple
of
weeks.
Each
day
BB10
early
adopters
are
waking
up
to
new
apps
with
just
20%
Android
apps.

27. Proprietary
&
Confiden&al
27
Angry
Birds

28. Proprietary
&
Confiden&al
28
Trends

29. Proprietary
&
Confiden&al
29
A
Single
Hotel
• 18+
apps
• 1M+
Downloads
Universal
Remote
Control

30. Proprietary
&
Confiden&al
30
New
payment
technologies
being
adopted

31. Proprietary
&
Confiden&al
31
LBS

32. Proprietary
&
Confiden&al
32
GamificaFon

33. Proprietary
&
Confiden&al
33
Trend
Example
“Video”:
why
it
maRers
Video
is
a
core
component
of
the
booking
and
travel
process
Online Video becomes key feature
Videos along the whole planning process
Video for Sharing
Sources:
Think
Travel.
10M
Downloads

34. Proprietary
&
Confiden&al
34
Augmented
Reality

35. Proprietary
&
Confiden&al
35
EvoluFon
is
rapid
Augmented
Reality
Augmented
Reality

36. Proprietary
&
Confiden&al
36
Connected
Home,
Connected
Devices

37. Proprietary
&
Confiden&al
37
You
can
either
appcessorize
it
Or
Api-­‐fy
at
the
core
You
sFll
need
to
manage
Partners,
Apps
and
API’s
A
Single
Product:
a
Lightbulb

38. Proprietary
&
Confiden&al
38
Developer:
Chris
Chow
Hong
Kong
Weather
App
Using
mulFple
APIs
Hong
Kong
Weather
accesses
the
data
from
Hong
Kong
Observatory
and
Environmental
Protec&on
Department,
tells
you
the
current
Hong
Kong
weather
with
more
frequent
update
and
more
accurate
data.

39. Proprietary
&
Confiden&al
39
Connected
Cars
Spo&fy
integrated
into
Ford
Car
System
Volvo
-­‐
Sensus
connected
touch
system
Audi
can
make
your
car
a
Wi-­‐Fi
hotspot
Tesla’s
huge
touchscreen
wows
the
crowd

40. Proprietary
&
Confiden&al
40
For
a
whole
Industry:
AutomoFve
You
can
either
appcessorize
it…

41. Proprietary
&
Confiden&al
41
For
a
whole
Industry:
AutomoFve
Or
Api-­‐fy
it
at
core…

42. Proprietary
&
Confiden&al
42
For
a
whole
Industry:
AutomoFve
And
then
you
need
to
manage
Partners
&
Apps
ApplicaFons
Partners

43. Proprietary
&
Confiden&al
43
OpFons
for
Scale
BUILD
e.g.
Developed
by
3rd
parFes

44. Proprietary
&
Confiden&al
44
Number
of
Apps
Complexity
Comes
with
Complexity
-­‐ brand
damage
-­‐ increased
cost
-­‐ longer
&me
to
market
-­‐ IP
leakage.
ApplicaFon
diversity
Number
of
Plalorms
Number
of
Languages

45. Proprietary
&
Confiden&al
45
Exicon
–
App
LifeCycle
Management
Company
Exicon
is
the
core
plaqorm
providing
intelligence,
tools
and
connec&ons
to
unlock
the
full
poten&al
of
mobile
technology
to
support
business
growth.

46. Proprietary
&
Confiden&al
46
And
we
have
a
SaaS
Plalorm
to
support
your
apps

47. Proprietary
&
Confiden&al
47
Our
Customers

48. Proprietary
&
Confiden&al
48
EXICON App LifeCycle
Method
Your software
Your ROI
Your strategy
Your software
evolution
Finding
you
the
best
developers
&
project
managers
for
your
sorware
What
do
you
need?
Get
it
in
the
right
place
and
drive
users
to
download
your
app.
How
did
you
do?
How
could
you
do
beBer?
Get
your
somware
Mobility
strategy
Downloads
&
Engagement
Control
&
monitor
assets
DEFINE
BUILD
ENGAGE
MEASURE
Exicon’s
App
LifeCycle
Process

49. Proprietary
&
Confiden&al
49
Define
• What
are
your
company’s
main
objec&ves?
• Can
mobile
support
it?
• If
so
what
do
you
want
to
achieve?
• Who
are
you
trying
to
reach?
• Where
are
they?
• What
devices
do
they
use?
• What
could
you
do?
• What
are
your
compe&tors
doing?
• What
does
success
look
like
to
you?
What
do
you
need?
Mobility
strategy
DEFINE

50. Proprietary
&
Confiden&al
50
Build
• Who
should
be
building
the
app
for
you?
• Do
they
have
the
right
skills
and
experience?
• Are
they
able
to
evolve
with
you?
• Are
you
able
to
store
your
cri&cal
project
needs?
• Who
will
project
manage
it?
• Are
you
up
to
date
with
news
about
your
developers?
• Where
are
you
going
to
securely
store
all
the
assets?
Finding
you
the
best
developers
&
project
managers
for
your
sorware
Get
your
somware
BUILD

51. Proprietary
&
Confiden&al
51
Engage
• Are
you
in
the
relevant
app
stores?
• Is
your
social
media
driving
downloads?
• Are
you
getng
real
engagement?
• Are
you
using
in-­‐app
promo&ons?
• Do
you
have
all
your
digital
content
under
your
control?
• Are
you
engaging
your
end-­‐users
through
your
apps?
Get
it
in
the
right
place
and
drive
users
to
download
your
app.
Downloads
&
Engagement
ENGAGE

52. Proprietary
&
Confiden&al
52
Measure
• Are
you
measuring
the
right
things?
• Are
you
really
getng
the
ROI
you
planned?
• Are
you
reaching
the
right
people?
• Are
you
achieving
your
business
objec&ves?
• How
could
you
improve?
• Is
your
app
where
it
should
be?
• Are
the
services
you
are
using
providing
what
your
app
needs?
How
did
you
do?
How
could
you
do
beBer?
Control
&
monitor
assets
MEASURE

53. Proprietary
&
Confiden&al
53
FOUNDER
&
EVP
Cat
Rust
sales@exiconglobal.com
WEBSITE
www.exiconglobal.com
Transforming business by Application