FA B I O L A L L I C E O @ I Q U I I

Enterprise App Ecosystem

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I Q U I I K N O W L E D G E

Overview of market numbers

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More than 2.2 million applications in the Apple App Store

More than 2.7 million applications in the Google Play Store

Over 50,000 new applications every month

More than 300 billion downloads since the birth of the stores

About 10 billion push notifications everyday

9/12 days the average life cycle of an app on the device (except the top apps)

Over 5 hours per day spent on smartphones

About 92% of time spent on apps installed on smartphones

The reasons for this choice only in most cases linked to:

Optimization of management and promotion costs1 2 3

Simplification of content1 2 3

Rationalization of maintenance 1 2 3

A L L I N O N E

Business & Mobile

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Many brands and companies that are going down the route of mobile, focus the presence on a single application, integrating all the functions in a single project, as was the case in web projects in the early 2000s

Critical issues with an “All-in- one” approach

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Lack of clarity of the information and service

Difficulty in positioning and gaining visibility

High maintenance and evolution costs

Complexity in integrating functionality maintaining suitable and not too complex ergonomics

Low probability of remaining installed on the device

Ineffectiveness in communicating with the right person, at the right time with the right message

Low thoroughness of data analysis and identification of performance indicators

The all-in- one approach over time, as happened also with the Web, does not prove beneficial for the following reasons

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New opportunities

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The evolution of OS systems, the development of more and more vertical platforms and increased user setup with the use of digital products and services, are creating new opportunities

Deep LinkTotal integration app-to- app, web-to- app

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BRAND

Single Sign on (and social connect)Using unique authentication systems

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BRAND

Individual features from low frequency of use that do not require the installation of an app

Instant Apps

Ability to promote and install groups of apps from the same brand

App Bundles

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BRAND

Depth of acquired data from different applicationsProfiling

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BRAND

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The strengths of EAE

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ExtendableThe number of applications in the ecosystem can grow innumerably

IncrementalThe development of new channels and services does not require temporal or functional constraints

Vertical The development of new services can be done in a vertical and very specialized fashion

Integrated The development of different applications and services, remains logged on and connected

ExperimentalThe development of new services does not jeopardize the relationship with the user, and does not impair the core-model of the service

MeasurableThe greater specialization of applicable products and services allows for more thorough measuring

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Ecosystem app advantages

The life cycle of an application impacts across the board on strategy, user experience and maintenance. Corporate applications usually have long-term life cycles, while vertical projects related to campaigns or marketing initiatives have limited life cycles

Different functionalities, different types of users and different markets require a specific user experience and ergonomics. Designing different interfaces and interactions provide a better user experience

Different users and different target types, require engagement dynamics. The design of different dynamics of behavioral activation impacts on the type of user experience, on the interface and on the means of communication and interaction (Push, email, notifications)

The in-store positioning strategy can be more thoroughly differentiated in terms of categories, keywords. Acquisition and downloads strategies are targeted and optimized for specific targets and for lower costs. It is possible to do A/B testing in a more targeted and structured manner

The specialization of a service and an application allows to analyze more specific behaviors, more vertical data and more detailed information

Lifecycle

Experience

Engagement

Strategy

Analysis

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target homogeneous heterogeneous

profiling generic detailed

lifecycle unique different

service types core multiple

user experience universal vertical

applications 1/2 >2

objective mono multi

Lifecycle

Services

Experience

Engagement

Strategy

ObjectivesFew applications aimed at the same target focused on core services and the same objective

W H E N C H O O S I N G

Different applications aimed at targeting heterogeneous users with specific objectives, experience and capabilities

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EAEALL-IN-ONE

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E N T E R P R I S E A P P E C O S Y S T E M EAE FASHION / Example

Long ShortMedium

Brand CampaignCustomer centric

Information ShortInteraction

Placement AcquisitionConversion

Corporate brandingCore model businessBrand awareness

User acquisitionLoyaltyProfiling

User acquisitionLead generationProfiling & data acquisitionEngagement

Lifecycle

Services

Experience

Engagement

Strategy

Objectives

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Catalogue / mCommerceServices and InformationStore LocatorLoyalty

For some brands the management of the Corporate and Community ecosystem is not feasible because it can not be separated, while in other cases it is possible to extend specific features or even separate.

Fan Engagement ToolsWishlist / My AreaLoyalty and CouponSocial Stream

EventsSpecial initiativesFestivityNew productsNew user targets

Corporate CampaignsCommunity

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E N T E R P R I S E A P P E C O S Y S T E M / I N F O @ I Q U I I . C O M / W W W. I Q U I I . C O M

Thank you.

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FA B I O L A L L I C E O @ I Q U I I