This document discusses the importance of mobile applications and personalization strategies. Some key points made include: - Mobile applications are becoming the primary point of contact for brands as people spend more time on apps than desktop websites. - App usage is growing significantly while web traffic declines. The majority of time spent on smartphones is within mobile apps. - Developing an app is not enough, a strategy is needed to promote downloads and encourage recurring use to avoid becoming a "zombie app" that is rarely used. - To be successful, an app needs a clear role and value, reliable and intuitive design, and strategies to promote initial downloads and stimulate ongoing use through updates and notifications.

1. DATA
&
PERSONNALISATION
MOBILE
THAT COUNTS

2. D ATA
We believe mobile and tablet applications are the
1st challenge in a brand digital strategy
Because they will become your 1st point of
contact

3. 2007 YESTERDAY
TOMOROW 2017

4. D ATA
• In 2016, the web traffic was down: -4,3%,
when applications traffic increased by +48,8%
• Time spent on mobile > web desktop
• We spend 2 more time on applications (81 min / day)
than on internet
• 88% of the time spent on a smartphone = application (us)

5. D ATA
50% of youtube videos & google maps are viewed on mobile
70% of facebook daily users & tweets = mobile
50% of Showroomprivé turnover = mobile
70% Facebook turnover = mobile
30% of Nespresso digital turnover = mobile
SHOWROOM
PRIVÉ

6. We believe that developing an application isn’t
enough: it must come with a strategy to make
it visible and used!
Beware of the “zombie” effect:
. 68% of Apps have a maximum of 5000 Downloads
. 2/3 of applications are only used once

7. DEFINE A
ROLE
FOR YOUR APPLICATION
QUALITY
OF EXECUTION :
RELIABLE, INTUITIVE & FAST
PROMOTE
& ENCOURAGE DOWNLOADS
STIMULATE THE
RECURRENCE
OF USE

8. 1 APP = 1 SERVICE
ROLE
THE VALUEPROPOSALMUSTBE CLEARLYUNDERSTOODINA FEW SECONDS

9. RELIABLE, INTUITIVE & QUICK
QUALITY
FEW SECONDSTOCONVINCE..
…ANDTOAVOIDTOBE REMOVED AND RECEIVE A NEGATIVE COMMENT
A GOOD APP,ISA APP:

10. EMERGE IN
APP STORES
PROMOTE
APP STOREOPTIMIZATION(ASO)
OWNED/EARNED & PAIDMEDIA

11. INCREASE DOWNLOADS
ICON,VIDEO,DESCRIPTION,SCREENSHOTS
INVITEYOURAMBASSADORSTOCOMMENT
PROMOTE

12. FREQUENT UPDATES
PUSH NOTIFICATIONS STRATEGY
RECURRENCE
HOWTOSTIMULATERECURRENCEOF USE?