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Presentation Slides about iPhone applications from the Mobile Marketing Seminar hosted by InBlackandWhite
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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?