mobile iq - apps: 10 habits for success
TRANSCRIPT
Apps for brands: 10 habits for success
Think huge. Render small.
Apps for media brands
• What are the habits that lead to success? – How to execute a successful strategy
• Do I need to build an App? – App Development vs HTML 5
Mobile IQ qualifications? • Delivering mobile web
solutions for over five years • From The Guardian to
Playboy • Developed apps for
• iOS • Android • Blackberry
• 100’s of millions of PI’s per year
• 3+ million app users
#1 – Proceed with caution
Users take no prisoners – negative voices always more vocal A “2 star” rating is bad for brand – just ‘being’ in the store is not good enough
#2 – Avoid bumps with a clear objective
Prepare a business plan – or at least an elevator pitch Do your homework – what are other competitive apps doing?
#3 – Select the right platform
Remember your target market – they may have a device preference Launching cross-platform is tough – get the order right
#3 – Select the right platform
#4 – Make sure it’s sustainable
Getting v1 live is one thing – keeping it running is another Supporting and maintaining apps takes time and money – factor this in
#5 – Avert a design disaster
Tread carefully with in-house design – unless you have experience Think different – remember to design appropriately for brand and device
#6 – It’s not just about the development
Don’t get caught thinking it’s all about development – it’s only 25% You need other 25% splits – for analysis, design and deployment too
#7 – Beware of pot-holes
Test, test, test – different connectivity scenarios Fragmentation – versions and device specific OS builds
#8 – Get a launch plan
We all hate gantt charts – but there are benefits to planning You can build anticipation via other mediums – pre-launch momo
#9 – Rinse and repeat
Leverage the app store eco-system – do what you can to get noticed Try every angle – keywords, search, ratings, promotion, partnership, releases
#10 – Analyze your audience
Analytics are key – for improvements for the next release Feedback is actually helpful – respond to users’ needs to bump up ratings
#10 – Analyze your audience
…but it can be worth it!
• “Delivered 4x ROI on investment”
• “Built larger user database than all other channels combined”
• “Exceeded our expectations”
Case study: BBC News App
Case study: BBC News App
• BBC iOS app (iPhone & iPad) – Over 2 million downloads – 44% of users use the app every
day – 70% of users use the app every 3
days – #1 free app in the UK App Store – #1 news app in 16 countries, top
10 in 62
BIG THINKING FOR THE SMALL SCREEN
Mobile IQ