How to develop and market an app globally with success. Learn how Digidoc and Mobtimizers have joint up to increase app downloads with incremental app improvements and app store optimization. Is it a continuous process of testing and learning. Mobile strategy and marketing at its best.

1. Four Critical Concepts
You Must Embrace for
App Success in 2015
by Brian Egerup Kjærulff
CEO & CO-founder, Mobtimizers

2. Four Critical Concepts for App Success
• Strategy: Value proposition and budget allocation
• Visibility: Be visible and attract your target group
• Engagement: Create positive user experience
• Insights: Ensure fulfillment of business objectives

3. Strategy

4. Mobile Is Now: Smartphone Penetration (Nordic Average)
0%
25%
50%
75%
100%
2005 2007 2009 2011 2013 2015 2017 2019
ForecastedActual
Source: eMarketer

5. Mobile Is Now: App Usages Takes Over Desktop Usage
June 2014
June 2013
Digital media time spent (Minutes, Billions)
0 350 700 1050 1400
Desktop (1% increase)
Mobile Apps (52% increase)
Mobile Web (17% increase)

6. Mobile Is Now
Don’t treat Mobile devices as PCs

7. “... Responsive design principles have become synonymous with
‘mobile design’ to many people. While the ability to scale and
modify an interface to remain comprehensible at different screen
sizes is absolutely important, it is not in itself a design strategy
for mobility…
Don’t Treat Mobile Devices as PCs
Source: Paul Pangaro,
Ph. D. Writing for Gigaom Research

8. …In fact, responsive design effectively ignores the context of the
mobile user by focusing only on how software responds to the
constraints of the hardware screen rather than how a user
responds to the possibilities of an interface."
Don’t Treat Mobile Devices as PCs
Source: Paul Pangaro,
Ph. D. Writing for Gigaom Research

9. U.S. Retail Industry in 2018
$5,552B
Retail Sales
$492B
E-Commerce Sales
$133B
M-Commerce Sales
Source: eMarketer, April 2014

10. Source: ComScore, MasterCard, & PayPal, January 2015
U.S. Retail Growth
Total Retail E-Commerce M-Commerce
43%
15%
5,5%
Holiday Sales 2014-15

11. Device Differentiation
Source: Deloitte, The New Digital Divide, April 2014
Mobile Influence
Actual Estimated
95 %
75 %
81 %
2012 2013 2014
$159B $539B $1,100B
5% 19% 25%

12. Mobile Strategy Should Support Business Objectives
Source: Mobtimizers - Roadmap til jeres mobile strategi
• Increase sales
• Reduce cost
• Strengthen branding & customer relationships
• Avoid disruptive takeovers

13. Identify
Engineer
Analyze
Design
the mobile moment
and context
the mobile
engagement
your platform
processes, and mobile
for people
results to monitor
performance and
optimize outcome
Start small
with a platform
to extend
Source: The Mobile Mindshift - Forrester Research
Idea Framework

14. Source: The Mobile Mindshift - Forrester Research
Identify
• What are customers motivations?
• What does the customer need?
• What is their context?

15. Source: The Mobile Mindshift - Forrester Research
Engagement
• How can we offer our customers what they need in
their mobile moment?
• How will we drive ongoing engagement?
• What are the mechanics of the engagement?

16. Source: The Mobile Mindshift - Forrester Research
Re-Engineer
• Processes
• People
• Platforms

17. Source: The Mobile Mindshift - Forrester Research
Analyze to Improve Outcomes
• Instrument your app or mobile service with analytics to drive
performance and outcome improvements
• Develop insights based on how your customers use the app,
develop and test hypotheses through A/B testing
• Consider the physical world implications of what you learn
• Iterate your app or services through agile processes

18. DigiDoc Technologies Asthma Whistle
• Asthma Whistle, iOS & Android
• Coupling real world with mobile
• Cloud based

19. DigiDoc Technologies Pulse Oximeter App
• Measures pulse rate and oxygen levels
• $3.99 - Paid App - No freemium option
• Sold globally in the App Store
• Medical category

20. DigiDoc Technologies Pulse Oximeter App - 21.000 Downloads

21. DigiDoc Technologies Pulse Oximeter App - by territory

22. Pulse Oximeter App - Mobile Roadmap - Strategy
Nov 2013
March 2015
Jan 2014
March 2014
May 2014
July 2014
Sep 2014
Nov 2014
Jan 2014
Medical background
w. market insights
Disruptive model
Experimenting with
pricing, A/B testing
Market expansion
Apple Healthkit
integration
Pricing, A/B testing

23. Visibility

24. SEO: Search Engine Optimization
SEOVisible on Search Engines

25. ASOVisibility in the App Stores
ASO: App Store Optimization

26. Source: Forrester
63%
Exploring the App Stores
is the primary method
to finding new apps
(search & browsing)
How Apps Are Found

27. App Store Optimization (ASO)
Source: Mobtimizers
Visibility Cycle

28. Keyword Optimization
Old keywords
Optimized keywords

29. App Store Description

30. App Store Screenshots
Analysis & Optimization
Infographic Screens with selling point overlays

31. • United States - 16% growth
• Norway - 195%
• Japan - 203%
• Denmark - 306%
GROWTHROI (3 months)
Business Impact
Downloads & Revenue

32. Higher Category Ranking Boosts Organic Downloads

33. Pulse Oximeter App - Mobile Roadmap - Visibility
Nov 2013
March 2015
Jan 2014
March 2014
May 2014
July 2014
Sep 2014
Nov 2014
Jan 2014
Viral efforts (video)
“Ole-skool” SEO
Med-gadgets feature
Keywords
App Store
Optimization
ASO
Keywords &
Localization

34. Engagement

35. Embrace The Consumers Needs and Expectations
Currently 21% of consumers expect
personalized contextual experiences.
That number is expected to jump
to 50% within the next 4 years.
Source: Forrester

36. App Loyalty Challenge
Source: TechCrunch
• 26 Apps used per month by users
• 80% of Apps are only used once
• 5% of Apps are still in use after 6 months

37. • Onboarding
• Conversion
• Retention
• Loyalty
Source: Mobtimizers
App Engagement
Engagement Cycle

38. Engagement Methods
• Define business objectives
• Define segments & Most Wanted Responses
• Tracking of business critical events and behavior
• Create triggers & personalized communication
• Launch, learn and adjust

39. Pulse Oximeter App - Mobile Roadmap - Engagement
Nov 2013
March 2015
Jan 2014
March 2014
May 2014
July 2014
Sep 2014
Nov 2014
Jan 2014
Health
Integration
Development of user
engagement plan
Appboy integration
Health
Integration
Marketing Automation
Optimized CRM
A/B Testing

40. Insights

41. Pulse Oximeter App - Mobile Roadmap - Insights
Nov 2013
March 2015
Jan 2014
March 2014
May 2014
July 2014
Sep 2014
Nov 2014
Jan 2014
KPI Development
Universal Analytics
Integration
App Annie
App ranking
Features & Events

42. Digidoc Technologies - Mobile Roadmap
Nov 2013
March 2015
Jan 2014
March 2014
May 2014
July 2014
Sep 2014
Nov 2014
Jan 2014
Medical background
w. market insights
Disruptive model
KPI Development
Universal Analytics
Integration
Health
Integration
Development of user
engagement plan
Appboy integration
Viral efforts (video)
“Ole-skool” SEO
Med-gadgets feature
Keywords
App Store
Optimization
ASO
Keywords &
Localization
Health
Integration
Marketing Automation
Optimized CRM
A/B Testing
Experimenting with
Pricing, A/B testing
Market expansion
App Annie
App ranking
Features & Events
Apple Healthkit
integration
Pricing, A/B testing

43. Tracking Visibility
• Rank on keywords & categories
• Installs (Downloads)
• Revenue (Paid app or In-app purchases)
• 7 / 14 / 30-day active users acquired
• Cost per user acquired
• % organic installs

44. Tracking Engagement
• Number of engaged users
• Number of users in each segment
• App store rating & reviews
• % who opt in and out of push messages
• Time spent, return visits

45. Mobile Budgets
50% of searches on Google are mobile,
43% growth in m-Commerce US Holiday Sales 2014-15
25% of retail sales are influenced by mobile,
yet only 5% of marketing budget is used on mobile
Source: Forrester, Digital Maturity Online Survey

46. Thank You
Q & A

47. linkedin.com/in/brianegerup
mobtimizers.com
@mobtimizers
linkedin.com/in/damounnassehi
digidoctech.no
@digidoctech
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