The document discusses how marketers are seeking the "killer app" for the iPhone but raises questions about the sustainability and audience reach of iPhone apps. It notes that iPhone apps see steep usage declines over time and have limited audiences due to the small percentage of iPhone users. The document then argues that SMS provides a more effective and affordable "killer app" for mobile marketing by allowing customizable, incentivizing messages that can reach all mobile users, not just iPhone owners.

1. The Killer app

2. The Killer app(And why it won’t be an iPhone App)

3. Marketers are falling over themselves to get on the iPhone band wagon and find the “killer” app

4. We still haven’t found our killer iPhone app!

5. We have an APP now!

6. Will pay $10,000’s for iPhone app

7. Now we have an app we are doing the whole mobile marketing “thing”

8. Wait Just AMinute

9. Some important questions are going unasked in this iPhone app hysteria

10. Such as...How frequently will they use it?What are the incentives to use itHow big is my audience?How much will it cost?

11. Maybe we should take at them then?

12. 1How Frequently will they use it?

13. iPhone app usage over time25%20%15%10%5%0%1 day11 days21 days31 days41 days51 days61 days71 days81 days91 days

14. iPhone app usage over timeOnly 20% of Apps are used after the 1st day25%20%15%10%5%0%1 day11 days21 days31 days41 days51 days61 days71 days81 days91 daysDays After Download

15. iPhone app usage over time25%5% of apps are used after the first month after download20%15%10%5%0%1 day11 days21 days31 days41 days51 days61 days71 days81 days91 daysDays After Download

16. iPhone app usage over timeOnly 1% of apps are used 90 days after download25%20%15%10%5%0%1 day11 days21 days31 days41 days51 days61 days71 days81 days91 daysDays After DownloadSource: Pinch Media

17. So there is an 80% chance that your iPhone app’s first day with your customer...

18. Will be it’s lastYOUR APP

19. 2What are the incentives

20. It’s unfortunate but...

21. It’s unfortunate but...People don't wake up thinking about your brand!

22. They think about a lot of things...

23. They think about a lot of things...

24. They think about a lot of things...

25. They think about a lot of things...Your AppYour Brand

26. These aren’t one of them!Your AppYour Brand

27. Why?

28. Why?They don’t have any incentive to do so...

29. And an iPhone app with novelty value isn’t going to prove an incentive for brand interaction for too long!

30. 3How big is the audience

31. When considering the best medium through which to conduct mobile marketing...

32. We should think about how many people can receive our message

33. Let’s take the USA phone market as an example

34. Let’s take the USA phone market as an example

35. iPhones make up less than 3% of the market

36. iPhones make up less than 3% of the market97% of phones can’t interact with your app

37. Not a very big audience!iPhone share will undoubtedly rise – but the fact remains that iPhone apps will always be restricted to reaching a portion, rather than all, of the population

38. 4How expensive will it be

39. Do you have one of...

40. These?

41. Maybe one of...

42. These?

43. If not then you probably can’t afford an iPhone app!

44. When Bloggers boast about:

45. When Bloggers boast about:“How we built an iPhone app for $4,873” and call it a “shoestring”

46. You know its going to be pricey!

47. Ok... I hear you. How can I conduct mobile marketing then?

48. Let me tell you!

49. IntroducingThe KILLER app!

50. RE-IntroducingThe KILLER app!

52. Although SMS has been around the block...

53. It hits all the targets!

54. 1How Frequently will they use it?

55. You get to decide!

56. You get to decide!You can send your customers alerts to promotions, offers, deals AS THEY HAPPENHi

57. 2What are the incentives

58. Incentivising is easy&It’s customisable

59. You could send an SMS with a text coupon

60. You could send an Invitation to a special event

61. You could send an SMS detailing exclusive offers

62. You could send ... Pretty much anything!

63. 3How big is the audience

64. Here is the real beauty...

65. You have the potential to reach...

66. Audience100% of Phones

67. 4How expensive will it be

68. SMS Marketing is cost effective and very much affordable to the average business

69. And doesn’t require either

70. And doesn’t require eitheror

71. So...

72. If you have been looking for the “killer app”

73. It’s already here

74. To find out more about how you can use SMS for mobile marketing...www.truenorthmetrics.wordpress.comwww.truenorthmetrics.com