Best Practices for Developing and Marketing

Mobile Applications

What it takes to get your brand noticed in a world with 700,000 mobile apps 

Today's Mobile Application Landscape

 

More than 400,000 apps available for iOS devices (iPhone, iPad, iPod touch)

More than 250,000 Android apps available on scores of devices from multiple carriers

iTunes App Store

-Closed system: Apple exerts complete control over distribution. 

-Apps can only be downloaded at one point of purchase

-Superior development platform and marketing exposure.

-Finite number of devices

Android Market (and more)

-Open development/distribution environment. 

-Multiple points of purchase (Amazon, GetJar, etc.)

-Multiple development platforms

-Carrier/manufacturer agnostic 

-Need to test on multiple devices     

Key Ingredients to Driving Downloads

-Nearly impossible for iOS apps to succeed without iTunes App Store marketing support (how do you get that???)

-The App has to be good (high production value, unique, quickly updated to fix bugs and crashes)

-Strong credentials and reputation of developer/publisher/brand

-Established constituency to promote via social channels 

-Positive reviews/word-of-mouth

-Ad campaign 

Appolicious Background

-Founded in 2009 by serial entrepreneur Alan Warms

-Based in Chicago and backed by Apex Venture Partners 

-Found at Appolicious.com, AndroidApps.com as well as separate apps for the iPhone and Android devices 

-Full service discovery solution that helps consumers find apps through algorithmic search and recommendations, social networking, user-generated content, professional editorial

-More than 2.5 million unique visitors per month. Content partner of Yahoo!. 

WWDC Update

iCloudiOS 5etc. 

Nike powers another Hall-of-Famer 

  Keys to Success 

-Perfect match of content with context

-Focuses on doing just a few things well

-Seamless social integration via Facebook/Twitter

-Value-added utility 

Nike+ GPS iPhone app was named to the App Store Essentials Hall of Fame

-Similar Nike BOOM app available on Android

The Starbucks Mobile Marketing Blend

        

"Customer awareness of our apps is viral – they tell us that they learn about the apps from their friends or through social media."

- Chuck Davidson, Starbucks Innovation Executive

-January 2011, Starbucks Card Mobile iPhone app rolls out nationally. 

-Works in 6,800 U.S. stores.

-Also publishes MyStarbucks app for store locations

-Available on some BlackBerry devices

-No Android/Tablets

It's not TV, it's HBO (on your phone/tab)

                                                           

"Our goal is a simple one … to be on every device and every platform our subscribers are interested in accessing." -Courteney Monroe, Executive Vice President, Consumer Marketing and Digital Platforms

-Launched April 29 online, iPhone, iPad and Android devices. 

-Incentive includes first look at Episode 7 of Game of Thrones

-Aim to make content viewable within "a couple clicks or strokes"

-Extension of the HBO brand

Zipcar Turns on Android Ignition                                                                                                              

"Being able to honk the horn and flash the lights from your smartphone is cool and fun, but it also helps members find their car."

- Lesley Mottla, VP of Member Experience

-Unveiled iOS app at 2009 WWDC Conference

-2008, 55 percent of customers used smartphones (mostly iPhones)

-Dec. 2010, 94 percent of "zipsters" own smartphones. Equally divided between iOS and Android.

-Easier to attract new users on iOS.

-Successful messaging Android beta app to existing customers - greater challenge creating new Android customers via the app. 

Thumbs Down for Pepsi's AMP UP

 

-In October 2009, Pepsi released AMP Up Before You Score iPhone app that supplied 24 different pickup lines for different "types" of women

Amidst social media backlash, Pepsi pulled the app within weeks. 

J&J's BabyCenter and the Circle of Life for Mobile Applications      -Multiple apps for iOS and

Android, including $40 Birth Class app for iPad 

-Constantly in search of new users

-Markets aggressively via blogs and social channels

-Takes advantage of Android's homescreen Widget functionality    

"Because of the nature of pregnancy, there are new moms coming to BabyCenter every day... We need to make sure we are constantly promoting the app to our newest users."

-David Weiss, BabyCenter Chief Technology Officer

The Salvation Army's Mobile Philanthropy    

 

-The free Salvation Army Bellringer app has been downloaded nearly 250,000 times in 47 countries. 

-Apple banned making charitable donations via iPhone apps last December.     

The Future of Mobile Applications 

 

-700K apps will soon become 7 million.

-Discoverability will become an even greater challenge

-iOS and Android will still dominate 

-TVs and household appliances will join smartphones and tablets and app-powered devices. 

-App metaphor will continue to permeate popular culture 

Thank You!

     www.appolicious.com

www.androidapps.com

www.appvee.com (video reviews)

Apps on iTunes and Android Market    

Facebook.com/appolicious

Facebook.com/androidapps

Twitter: @appolicious, @androidapps,

@appvee    

Brad SpirrisonManaging Editorbrad@appolicious.com312-857-2387Twitter: @spirrison