Transcript
Page 1: CeBIT Australia Presents WebForward 2011

Webling Interactive

Fun & FunctionalityBrand strategies for the future of mobile

Page 2: CeBIT Australia Presents WebForward 2011

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

Page 3: CeBIT Australia Presents WebForward 2011

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

Page 4: CeBIT Australia Presents WebForward 2011

The App Landscape

PAY TO DOWNLOAD FREE TO DOWNLOAD

Page 5: CeBIT Australia Presents WebForward 2011

The App Landscape

Direct Revenue from App Marketplace

(minus marketplace commission)

PAY TO DOWNLOAD FREE TO DOWNLOAD

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The App Landscape

TransactionalGenerates in-app revenue

Non Transactional

Brand Experience, utility and/or entertainment

Direct Revenue from App Marketplace

(minus marketplace commission)

PAY TO DOWNLOAD FREE TO DOWNLOAD

Page 7: CeBIT Australia Presents WebForward 2011

TransactionalGenerates in-app revenue

The App Landscape

Non Transactional

Brand Experience, utility and/or entertainment

Direct Revenue from App Marketplace

(minus marketplace commission)

PAY TO DOWNLOAD FREE TO DOWNLOAD

Page 8: CeBIT Australia Presents WebForward 2011

The App Landscape

TransactionalGenerates in-app

revenue

Direct Revenue from App Marketplace

(minus marketplace commission)

PAY TO DOWNLOAD FREE TO DOWNLOAD

Non-Transactional

Brand Experience, utility and/or entertainment

Page 9: CeBIT Australia Presents WebForward 2011

Two models for free branded apps

Branded Utility

Focus on the brand providing a useful tool to consumers.

Branded Entertainment

Focus on entertaining with brand-

inspired fun/novelty concepts.

Non Transactional

Free apps

Page 10: CeBIT Australia Presents WebForward 2011

Two models for free branded apps

Branded Utility

Focus on the brand providing a useful tool to consumers.

Branded Entertainment

Focus on entertaining with brand-

inspired fun/novelty concepts.

Non Transactional

Free apps

Page 11: CeBIT Australia Presents WebForward 2011

Two models for free branded apps

Branded Utility

Focus on the brand providing a useful tool to consumers.

Branded Entertainment

Focus on entertaining with brand-

inspired fun/novelty concepts.

Non Transactional

Free apps

Page 12: CeBIT Australia Presents WebForward 2011

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

Page 13: CeBIT Australia Presents WebForward 2011

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

Page 14: CeBIT Australia Presents WebForward 2011

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?

Page 15: CeBIT Australia Presents WebForward 2011

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

Page 16: CeBIT Australia Presents WebForward 2011

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

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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

Page 18: CeBIT Australia Presents WebForward 2011

Tic Tac Shake & Share

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Tic Tac Shake & Share

Page 20: CeBIT Australia Presents WebForward 2011

Tic Tac Shake & Share

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Tic Tac Shake & Share

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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

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Coles Express

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Coles Express

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Coles Express

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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

Page 27: CeBIT Australia Presents WebForward 2011

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

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Thank you!

webling interactiveExtraordinary Brand Experiences Online

www.webling.com.au