webforward 2011 workshop a - creating a successful mobile marketing strategy , webling

Webling Interactive

Fun & FunctionalityBrand strategies for the future of mobile

A Global Perspective

• iPhone app store– Passed 10bn downloads in Jan 2011– 400,000 apps Mar 2011– 200,000 developers

• iPad apps growing 3x faster than iPhone apps

• Android market– Passed 1bn downloads in July 2010

• Nokia Ovi Store serves 3m downloads daily

• BlackBerry App World 3m downloads daily– From 20m registered users according to RIM

An Australian perspective

• Three quarters of Australian smartphone internet users have downloaded a free application*

• 1 in 5 Smartphone users have downloaded 20 or more

• Top 6 App Categories (most useful)

* Nielsen Telstra Bigpond Mobile Study 2010

1. Social 2. Games

3. Maps 4. Travel

5. Weather 6. Banking

The App Landscape

PAY TO DOWNLOADPAY TO DOWNLOAD FREE TO DOWNLOADFREE TO DOWNLOAD

The App Landscape

Direct Revenue from App Marketplace

(minus marketplace commission)




The App Landscape

TransactionalGenerates in-app revenue


Non TransactionalBrand Experience, utility

and/or entertainment










The App Landscape










The App Landscape




PAY TO DOWNLOAD FREE TO DOWNLOAD

Non-TransactionalBrand Experience, utility


Non-TransactionalBrand Experience, utility


Two models for free branded apps

Branded Utility

Focus on the brand providing a useful tool to consumers.

Branded Utility


Branded Entertainment

Focus on entertaining with brand-inspired fun/novelty

concepts.



concepts.

Non TransactionalFree apps



Branded Utility




concepts.



concepts.




Branded Utility


Branded Utility



Focus on entertaining with brand-inspired fun/novelty concepts.



How can free apps improve the bottom line?

• Improve brand loyalty/exposure

• Reach consumers with moderate media cost

• Create new opportunities for consumers to accessexisting online services

• Inexpensive market research

• Generate PR

• Influence purchase decisions

The rise of tablets for business

• Tablets are becoming a viable b2b tool

• New revenue opportunitiesfor existing workforce / businesscustomers

• Easy to update, low unit cost,always-on, highly portable

Conceiving your corporate app

• What existing brand-specific assets, services or infrastructure can be leveraged to create the app?

• Does it already exist in non-branded or competitor form? How will your version differentiate itself?

• Will it fully exploit the mobile platform to achieve tangible benefits to your brand?

• How could it connect/reinforce your brand’s presence on other platforms or ATL?

Meet the app consumer

• A different kind of relationship

• Think experiences, featuresthen messages

• Trust is everything

• Every app is a social media campaign*

• Exposure vs Retention

* “Apps users value the recommendations of third parties, whether it is a family member, a friend, or a site or service offering ratings and reviews. Those seeking to market mobile apps would be well advised to emphasize two tactics: Word-of-mouth marketing (including social media) and securing favourable ratings and reviews.”

NIELSEN “State of mobile apps” whitepaper, 2010xx

The app marketplace

• Welcome to Mobile Hollywood!

• Build a strategy to take it to market

• Existing brand perceptionimpacts downloads

• Reviews are instant and passionate

• Prepare for long term commitment

Choosing platforms and minding the gap

• “Mobile App” doesn’t just mean“iPhone App” any more.

• Rising expectation for Appsto be platform neutral

• Web Apps versus Native Apps

• The Hybrid Mobility approach

• Weighing up user experiencevs development budget

Tic Tac Shake & Share

Tic Tac Shake & Share – Results

• 1.6 million global downloads and rising – 550,000 active users• Top free app in Australian Entertainment category (for over a month)• 2nd top free app overall on the Aus app store• Remained in the store-wide free top 10 for over 2 months• Remained in the store-wide free top 50 for over a year• 50+ articles written across the web and print media

• Cost per download: ~1c }• Cost per conversion: ~2c } (zero media spend)• Cost per acquisition: ~$1.00 }• Free market research

Brand exposure

Bottom line

Coles Express

Coles Express - Results

• Launched across iPhone, iPad and Android platforms• #2 in the utilities category• 26,683 downloads in two weeks so far (Apple app store).

• Cost per download: ~???c (zero media spend)• Free market research

Brand exposure

Bottom line

Ten Commandments for a great App

1. Make it unique, or make it better2. Let them play straight away3. No Smoke & Mirrors4. Will it work in the real world?5. Is it a joy to use?6. How will people share it?7. What will the haters say?8. Plan to promote it9. Plan to support it10. Boldness is rewarded

Thank you!

webling interactiveExtraordinary Brand Experiences Online

www.webling.com.au

webforward 2011 workshop a - creating a successful mobile marketing strategy , webling

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