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Four Critical Concepts You Must Embrace for App Success in 2015
by Brian Egerup Kjærulff CEO & CO-founder, Mobtimizers
Four Critical Concepts for App Success
• Strategy: Value proposition and budget allocation
• Visibility: Be visible and attract your target group
• Engagement: Create positive user experience
• Insights: Ensure fulfillment of business objectives
Mobile Is Now: Smartphone Penetration (Nordic Average)
0%
25%
50%
75%
100%
2005 2007 2009 2011 2013 2015 2017 2019
ForecastedActual
Source: eMarketer
Mobile Is Now: App Usages Takes Over Desktop Usage
June 2014
June 2013
Digital media time spent (Minutes, Billions)0 350 700 1050 1400
Desktop (1% increase)Mobile Apps (52% increase)Mobile Web (17% increase)
“... Responsive design principles have become synonymous with ‘mobile design’ to many people. While the ability to scale and modify an interface to remain comprehensible at different screen sizes is absolutely important, it is not in itself a design strategy for mobility…
Don’t Treat Mobile Devices as PCs
Source: Paul Pangaro, Ph. D. Writing for Gigaom Research
…In fact, responsive design effectively ignores the context of the mobile user by focusing only on how software responds to the constraints of the hardware screen rather than how a user responds to the possibilities of an interface."
Don’t Treat Mobile Devices as PCs
Source: Paul Pangaro, Ph. D. Writing for Gigaom Research
U.S. Retail Industry in 2018
$5,552B Retail Sales
$492B E-Commerce Sales
$133B M-Commerce Sales
Source: eMarketer, April 2014
Source: ComScore, MasterCard, & PayPal, January 2015
U.S. Retail Growth
Total Retail E-Commerce M-Commerce
43%
15%
5,5%
Holiday Sales 2014-15
Device Differentiation
Source: Deloitte, The New Digital Divide, April 2014
Mobile Influence
Actual Estimated
95 % 75 %81 %
2012 2013 2014
$159B $539B $1,100B
5% 19% 25%
Mobile Strategy Should Support Business Objectives
Source: Mobtimizers - Roadmap til jeres mobile strategi
• Increase sales
• Reduce cost
• Strengthen branding & customer relationships
• Avoid disruptive takeovers
Identify
Engineer
AnalyzeDesign
the mobile moment and context
the mobile engagement
your platform processes, and mobile
for people
results to monitor performance and optimize outcome
Start small with a platform
to extend
Source: The Mobile Mindshift - Forrester Research
Idea Framework
Source: The Mobile Mindshift - Forrester Research
Identify
• What are customers motivations?
• What does the customer need?
• What is their context?
Source: The Mobile Mindshift - Forrester Research
Engagement
• How can we offer our customers what they need in their mobile moment?
• How will we drive ongoing engagement?
• What are the mechanics of the engagement?
Source: The Mobile Mindshift - Forrester Research
Analyze to Improve Outcomes
• Instrument your app or mobile service with analytics to drive performance and outcome improvements
• Develop insights based on how your customers use the app, develop and test hypotheses through A/B testing
• Consider the physical world implications of what you learn
• Iterate your app or services through agile processes
DigiDoc Technologies Asthma Whistle
• Asthma Whistle, iOS & Android • Coupling real world with mobile • Cloud based
DigiDoc Technologies Pulse Oximeter App
• Measures pulse rate and oxygen levels • $3.99 - Paid App - No freemium option • Sold globally in the App Store • Medical category
Pulse Oximeter App - Mobile Roadmap - Strategy
Nov 2013
March 2015
Jan 2014
March 2014
May 2014
July 2014
Sep 2014
Nov 2014
Jan 2014
Medical background w. market insights Disruptive model
Experimenting with pricing, A/B testing Market expansion
Apple Healthkit integration Pricing, A/B testing
Source: Forrester
63%Exploring the App Stores
is the primary method to finding new apps
(search & browsing)
How Apps Are Found
• United States - 16% growth • Norway - 195% • Japan - 203% • Denmark - 306%
GROWTHROI (3 months)
Business Impact Downloads & Revenue
Pulse Oximeter App - Mobile Roadmap - Visibility
Nov 2013
March 2015
Jan 2014
March 2014
May 2014
July 2014
Sep 2014
Nov 2014
Jan 2014
Viral efforts (video) “Ole-skool” SEO Med-gadgets feature
Keywords App Store Optimization
ASO Keywords & Localization
Embrace The Consumers Needs and Expectations
Currently 21% of consumers expect personalized contextual experiences.
That number is expected to jump to 50% within the next 4 years.
Source: Forrester
App Loyalty Challenge
Source: TechCrunch
• 26 Apps used per month by users
• 80% of Apps are only used once
• 5% of Apps are still in use after 6 months
Engagement Methods
• Define business objectives
• Define segments & Most Wanted Responses
• Tracking of business critical events and behavior
• Create triggers & personalized communication
• Launch, learn and adjust
Pulse Oximeter App - Mobile Roadmap - Engagement
Nov 2013
March 2015
Jan 2014
March 2014
May 2014
July 2014
Sep 2014
Nov 2014
Jan 2014
Health IntegrationDevelopment of user engagement plan Appboy integration
Health IntegrationMarketing Automation Optimized CRM A/B Testing
Pulse Oximeter App - Mobile Roadmap - Insights
Nov 2013
March 2015
Jan 2014
March 2014
May 2014
July 2014
Sep 2014
Nov 2014
Jan 2014
KPI Development Universal Analytics Integration
App Annie App ranking Features & Events
Digidoc Technologies - Mobile Roadmap
Nov 2013
March 2015
Jan 2014
March 2014
May 2014
July 2014
Sep 2014
Nov 2014
Jan 2014
Medical background w. market insights Disruptive model
KPI Development Universal Analytics Integration
Health IntegrationDevelopment of user engagement plan Appboy integration
Viral efforts (video) “Ole-skool” SEO Med-gadgets feature
Keywords App Store Optimization
ASO Keywords & Localization
Health IntegrationMarketing Automation Optimized CRM A/B Testing
Experimenting with Pricing, A/B testing Market expansion
App Annie App ranking Features & Events
Apple Healthkit integration Pricing, A/B testing
Tracking Visibility
• Rank on keywords & categories
• Installs (Downloads)
• Revenue (Paid app or In-app purchases)
• 7 / 14 / 30-day active users acquired
• Cost per user acquired
• % organic installs
Tracking Engagement
• Number of engaged users
• Number of users in each segment
• App store rating & reviews
• % who opt in and out of push messages
• Time spent, return visits
Mobile Budgets
50% of searches on Google are mobile, 43% growth in m-Commerce US Holiday Sales 2014-15
25% of retail sales are influenced by mobile,
yet only 5% of marketing budget is used on mobile
Source: Forrester, Digital Maturity Online Survey
linkedin.com/in/brianegerupmobtimizers.com
@mobtimizers
linkedin.com/in/damounnassehidigidoctech.no @digidoctech
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