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Mobile apps and user adoption [email protected]

Mobile apps and adoption v2

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Page 1: Mobile apps and adoption v2

Mobile apps and user adoption

[email protected]

Page 2: Mobile apps and adoption v2

outline

Importance of research and value proposition

Marketing a mobile application

Achieving 5,000 downloads per month

Page 3: Mobile apps and adoption v2

Thorough research

Page 4: Mobile apps and adoption v2

How do we stand

out? What’s our out? What’s our

value proposition?

Page 5: Mobile apps and adoption v2

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!!!”

Page 6: Mobile apps and adoption v2

Location-based

application

First-person

shooter

Define a single-minded proposition

Find a model, and

stick with a single-

purpose

Page 7: Mobile apps and adoption v2

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.

Page 8: Mobile apps and adoption v2

online keyword research

Page 9: Mobile apps and adoption v2

singapore movie gadget

Page 10: Mobile apps and adoption v2

Paid apps

So useful, customer

is prepared to pay

for it.

Page 11: Mobile apps and adoption v2

Marketing an application

Page 12: Mobile apps and adoption v2

App store

Fight it out in the app

store. Keywords,

tagging, free trial tagging, free trial

versions.

Page 13: Mobile apps and adoption v2

Time release of app

Time the release

of the app with a

device.

New device

owners download

FREE apps

Page 14: Mobile apps and adoption v2

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

Page 15: Mobile apps and adoption v2

Simple small space placements

Call to action

in an email

sign off

Download our app

Page 16: Mobile apps and adoption v2

Offline communications

Download this

app now and

enhance your

event

experience

Every touch point is

an opportunity

experienceLook for captive

audiences

Page 17: Mobile apps and adoption v2

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

Page 18: Mobile apps and adoption v2

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?

Page 19: Mobile apps and adoption v2

Retention –

5,000 downloads per month5,000 downloads per month

Page 20: Mobile apps and adoption v2

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

Page 21: Mobile apps and adoption v2

Word-of-mouth

“Love this app. Helps me stay in

touch with everyone no matter

what the social media platform.

Page 22: Mobile apps and adoption v2

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

Page 23: Mobile apps and adoption v2

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

Page 24: Mobile apps and adoption v2

New versions and content

Release new

versions with features

users ask for.

Schedule new

content to keep the

app fresh

Page 25: Mobile apps and adoption v2

Serving apps to multiple

mobile platformsmobile platforms

Page 26: Mobile apps and adoption v2

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

Page 27: Mobile apps and adoption v2

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

Page 28: Mobile apps and adoption v2

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/

Page 29: Mobile apps and adoption v2

Fees and timing

Page 30: Mobile apps and adoption v2

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

Page 31: Mobile apps and adoption v2

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.