dmf10 - mobile madness

April 11, 2023LBi 1

Benoit Lips – CVO LBi

Mobile Madness…

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Or, Why your business needs a mobile strategy ?

“We know 25% of the world is online now,

but the next 75% will

mostly get online via mobile"

B. Rangaiah, Unilever VP of global planningApril 11, 2023 LBi 3

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The market is saturated… 120%

of population already has a mobile …

… and it will increase up to 140% in 2014

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From simple inexpensive, to gold coated devices… and many specialized phones…

(Hopefully) it’s a replacement market

16% of devices already pda, smartphone

50% will be smartphone in 2 years

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With smartphones, there are only to give only phone calls 3%

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What do they do, than, with those smartphones ?

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Most used :Search 48%

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2nd most used :Social Media 42%

Mobile Facebook users are twice as active as non-mobile users

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They download apps to enhance functionalities

Average installed apps : 22+

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Smartphone apps are the new « way of life »!

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Even US Army has an app…

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It’s not the « mobile revolution »,

it’s the « Smartphone + Online + Apps » revolution

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Let’s have a look at this

Apps market

3.000.000.000 (billion) apps downloaded on Apple App store

in 18 months

500 million apps downloaded

every month

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The growth in popularity of mobile apps

The Apple eco-system

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Applications

iPhone – iPod touchiTunes Store

Music iPod

Books

iPad

On July 11, 2008 the store opened. 10 millions app downloaded the first week end.6 months later : 500 millions app downloaded.9 months after opening : 1 billion apps downloaded…

The app stores dynamic

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itunes app store iPhone – iPod touch

Androïd Market

14% of mobile subscribers have downloaded an app in the last 30 days

Average number of apps: Smartphone: 22

- BlackBerry: 10- iPhone: 37- Android: 22- Palm: 14- Windows Mobile: 13

And Nokia, Palm, Windows, ….

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iPhone apps will remain dominant, Android in 2nd place

Apps download (in million)

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Mobile app strategy options

Q1. Are apps a strategic priority for us?Q2. Do we build our own app and/or leverage existing apps ?Q3. Free or paid apps?Q4. Which category of application to target?Q5. How to best promote mobile apps?Q6. How to refine apps in line with feedback.

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Q1. Are apps a strategic priority for us?

The goal of apps for most organisations is to increase awareness and sales…

For many companies, developing apps won’t be a priority

But the figures presented before show the potential benefits of apps to marketers in reaching audiences…

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Can be a « branded utility » like this ATM Finder

Or … your car !

If you have the right car, you can even control it!

And if you crash it…

You can start filling your claim … onsite

British Gas

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Q2. Do we build our own app and/or leverage existing apps ?

Creating an app is only one of the marketing options – licensing and rebranding existing apps or advertising and sponsorship options may be a more cost-effective method to build reach and awareness of a brand

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Scannez, comparez les prix et économisez !

Cette application vous permet, à l'aide de l'appareil photo de votre iPhone, de scanner les codes barres présents sur les emballages de produits de grande consommation. Vous pourrez comparer en un clin d'oeil les prix pratiqués par les marchands du web.

Thousands of Brands …

SHOP STYLE

Jump to online store (web) for partner store

Voucher Cloud (UK)

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Voucher Cloud (UK)

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Q3. Free or paid apps?

Retailers will generally offer free apps offering choice and convenience in return for loyalty.

Brands offering entertainment or customer servicing will likely also go the free route to increase customer engagement.

But “freemium” model showcasing the service (paid for improved features) is an option to be considered.

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Q4. Which category of application to target?

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Q5. How to best promote mobile apps?

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Q5. How to best promote mobile apps?

The most popular methods of app discovery are

1. Searching the app store2. Recommendations from friends and family3. Mention on device or network carrier page4. Email promotion5. Offline mention in TV and print

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Q6. How to refine apps in line with feedback.

The success of apps is very dependent on feedback in the App stores and the need to fix bugs and add enhancements to compete, shows the need for an ongoing development cycle with frequent updates

Thank You!

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To summarize :

Q1. Are apps a strategic priority for us?Q2. Do we build our own app and/or leverage existing apps ?Q3. Free or paid apps?Q4. Which category of application to target?Q5. How to best promote mobile apps?Q6. How to refine apps in line with feedback.