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Mobile apps and user adoption
outline
Importance of research and value proposition
Marketing a mobile application
Achieving 5,000 downloads per month
Thorough research
How do we stand
out? What’s our out? What’s our
value proposition?
Desktop research
Examine ratings
and comments to
find weakeness
and new
opportunities
“Damn. I really want a clock that
tells me the time in different time
zones, and detects which
timezone I’m in!!!”
Location-based
application
First-person
shooter
Define a single-minded proposition
Find a model, and
stick with a single-
purpose
beer o’clock application
Corporate objective –get people buying home delivered beer before leaving the office
Website: http://www.firestarter.com.sg/fs_document.php?id=153
Useful counter to remind consumers to go home at a certain hour.
online keyword research
singapore movie gadget
Paid apps
So useful, customer
is prepared to pay
for it.
Marketing an application
App store
Fight it out in the app
store. Keywords,
tagging, free trial tagging, free trial
versions.
Time release of app
Time the release
of the app with a
device.
New device
owners download
FREE apps
Leverage existing channels
Facebook community
Email marketing
SMS marketing
SEM marketing
Above the line
Promote app to an
existing customer
base.
Find the best 3
mediums that
have a high Above the line
Event marketing
have a high
concentration of
eyeballs
Simple small space placements
Call to action
in an email
sign off
Download our app
Offline communications
Download this
app now and
enhance your
event
experience
Every touch point is
an opportunity
experienceLook for captive
audiences
Mobile apps not another push channel
Not a substitute
for desktop.
If I can get it from the web,
retention of the app will
decrease over time
Mobile apps not another push channel
Be wary of using digital media
to push another digital
medium. Are you just saying
the same thing again?
Retention –
5,000 downloads per month5,000 downloads per month
Phones are highly personal
To get on here and stay
here, app needs to be
valuable.
“what’s in it for me?” “what’s in it for me?”
Consumers are
empowered, self-
centred beings
Word-of-mouth
“Love this app. Helps me stay in
touch with everyone no matter
what the social media platform.
downloads
Adoption will start off
small, but grow over
Positive user reviews
and ongoing
marketing will
increase retention
small, but grow over
time
Downloads per month
downloads
The users experience is paramount.
The app benefits will ultimately determine success, not marketing
Getting the value proposition right at proposition right at the beginning is important
New versions and content
Release new
versions with features
users ask for.
Schedule new
content to keep the
app fresh
Serving apps to multiple
mobile platformsmobile platforms
iphone penetration
Country iPhoneiPod
touchiPad
iPhone
OS TotalPopulation
Penetrati
on (%)
Singapore 402,922 76,575 1,453 480,950 4,987,600 9.64%
Hong
Kong299,720 69,025 2,306 371,051 7,055,071 5.26%
iOS has the highest
overall penetration of
the 3G market
http://blog.nelso.com/2010/06/iphone-os-penetration-by-country.html
App usage
According to Nielsen,
which conducted a
survey among 4,000
mobile subscribers, the
iPhone users
downloaded an
http://moconews.net/article/419-average-number-of-apps-downloaded-to-iphone-
40-android-25/
iPhone Android Blackberry
Av no. of
downloads40 apps 25 apps 14 apps
average of 40 apps
App usage
iOS users are ten times iOS users are ten times
more likely to download
apps than Symbian
users
http://www.asymco.com/2010/10/03/ios-users-are-ten-times-more-likely-to-
download-apps-than-symbian-users/
Fees and timing
Entry level iphone app
SG$
Research. 1 day research on competition and opportunities
UI. Full user experience and flow design
Design. Original design look and feel
Code. Programming and integration
Versions. Free + paid versions of the app
Project management
Sub-total $20,000
Rollout to Android $6,000
TOTAL $26,000
The concepts, ideas, strategies, information, materials, artwork, plans and copy
contained in this document are presented in absolute confidence and are the
property of Firestarter Pte Ltd and must not be reproduced, adapted,
communicated to third parties or in any way used without the express
permission of Firestarter Pte Ltd.
© Copyright Firestarter Pte Ltd 2010.