iphone application marketing

Appiness

Jon Keefe

CEO

Flipping the Mobile Phone

• Entertainment

• Location Awareness

• Capturing and Sharing Experiences

• Helper tools

• Payments

• Oh and yes to make calls

Mobile NumbersWhy iPhones (91 % at the moment*)

*because Android is coming up fast and don’t forget Blackberry, Nokia,

Palm et al

Scale

• In May 2009 the one billionth* app download, Bump created by Bump Technologies, was downloaded by Connor Mulcahey, age 13, of Weston, CT. As the grand prize winner of Apple’s one billion app countdown contest, Connor will receive a $10,000 iTunes gift card, an iPod touch, a Time Capsule and a MacBook Pro.

Apps per month submitted

2008

-05

2008

-08

2008

-11

2009

-02

2009

-05

2009

-08

2009

-11

0

2000

4000

6000

8000

10000

12000

14000

No.of Apps submit-ted

www.148apps.com

Approval times

www.148apps.com

• Oct 2009 Max 48 days

• Average 11.5 days

iPhone numbers

30% of iPhone usersare Mums

The Media Festival 2009

42% of iPhone usersare under 25years old

The Media Festival 2009

25% of iPhone usersuse apps > 80mins per

day

The Media Festival 2009

Successful iPhone App Strategy

• On the move

• I’ve a few minutes to kill

• I’m settled and engaged (alone/group)

Context

• Content

• Toys

• Tools

• Communications

• Games

Utility

• Mobilise don’t miniaturise

• Apps should feel Apple-like

• Don’t create a potential negative experience, gracefully handle poor connectivity

• Exploit the technology & delight

User Experience

• Paid for

• At download 34% readily make purchases up to £2.99

• Freemium model ie: Twitteriffic, Spotify (63% upgraded from free/lite “they liked” to premium version “they loved”)

• Advertising

• Networks

• Sponsorship

• Free

• 59p is same as free

• Indirect brand value add (there are currently 30,000 free apps available

Monetisation models

• Unless your business model is based on the App store, in the big scheme of things forget it – Its about brand, customer service and fun

• Virgin Atlantic – Fear of Flying

• NHS – Alcohol unit tracker

P&L Impact

• Below 10Mb and users can download app. untethered

• Swap functionality for hot areas i.e iPhone incoming call screen

• Account for accidental touches in UX proximity

• Keep the error notification as passive as the situation merits

• Support rotation fully or not at all

• Use sound – Hint, iPhone is iPod with a phone in it

Design & Tech Tips

10-25.0K

What should it cost?

Manchester Airports Group

A Case Study

What should our app do?

• Ease traveller journey

• Live Flight info

• Locate Terminal

• Drive online car park sales

• Promote Retail

Phase 1

• Live flight info

• Directions and terminal information

• Integration with mobile car park booking site

Application HomeTap the flight number or destination fields to apply filter.

If Get flight info is tapped without any filters being applied, the user will be sent to results page displaying ALL arrivals

Enter Destination ActionUser is presented with a scroll down menu displaying all Arrivals or Departures.

Once chosen, the user is taken to results page displaying all arrivals from (or departures to) that Airport.

Search ResultsResults are displayed following filter actions (if any)

The button enables the user to update displayed data.

selects a flight and displays the flight information page

Flight information pageFlight information shows:

•Flight number

•Terminal

•Due time/date

•Status

refreshes status

displays terminal information (getting here)

My FavouritesTo avoid repeated searches, flights can be added to favourite list.

Getting herePhase 1 will display static map at suitable zoom to show airport and terminal positions

Clicking map will open up Google Maps application in iPhone to allow user to search for directions

More terminal information is available

Getting here – Terminal informationStatic text information on how to get to terminal

User can add ad contact to ease directions search

Again the map link will open external application

Car Park BookingFor Phase 1 the car park booking would be achieved by adaptation of the existing mobile web application.

The HTML and CSS would be redesigned to suit the iPhone and app look-and-feel

Car Park BookingMobile web app would be displayed in web kit browser

Appear to the user as an in application transaction.

• Push Notifications for live flight info

• Integrated Car park booking

• Improved “getting here” section

• Retail

• Terminal Maps

• Product Search

• Offers

• Voucher

• The application work in line with existing CMS and content to maximise efficiency

Phase 2

Phase 3

• Augmented Reality

• Retail Promotions

• Plane information

• Easter Egg promotions

• Destination information

• My Airport Guide

• Find your friends

• Locate other app users

• Share location

What fitted into buildings 25 years ago today fits in your pocket and in 25 years will fit inside a blood cell

Ray Kurzweil

Entrepreneur, Scientist & Futurist

Since May this year a further 1 billion Apps have been downloaded

Thank you, any questions?

jon.keefe@kmp.co.uk