Mobile apps and user adoption

info@firestarter.com.sg

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.