"Fun & Functionality - Brand strategies for the future of the Mobile Internet"

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Webling's presentation at AIMIA's Commercialising Apps event- 18/11/2010.

The presentation includes "10 Commandments for a Great App" and stats on Apps marketplace.

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"Fun & Functionality - Brand strategies for the future of the Mobile Internet"

  1. 1. Webling Interactive Fun & Functionality Brand strategies for the future of mobile
  2. 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. 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. 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. 5. The App Landscape PAY TO DOWNLOAD FREE TO DOWNLOAD
  6. 6. The App Landscape Direct Revenue from App Marketplace (minus marketplace commission) PAY TO DOWNLOAD FREE TO DOWNLOAD
  7. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 18. Two case studies Tic Tac Shake & Share Coles Shopmate
  19. 19. Tic Tac Shake & Share
  20. 20. Tic Tac Shake & Share
  21. 21. Tic Tac Shake & Share
  22. 22. Tic Tac Shake & Share
  23. 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. 24. Coles Shopmate
  25. 25. Coles Shopmate
  26. 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. 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. 28. Thank you! webling interactive Extraordinary Brand Experiences Online www.webling.com.au

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