Mobile Apps - How can it help brands achieve their objectives?

“Mobile Apps” How can it help brands achieve their objectives?

PRESENTED BY

SENTHIL ANAND

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# 1. The ‘app’ertunities

The Opportunities that Mobile Apps provide to marketers


The Most Powerful Medium

Mobile has opened up a new Medium which can

help marketers reach out to the Personal Space of

the end customer

What makes this Medium Powerful?

India now has more mobile phones than TV sets, and

mobile Internet users spend more time with their phones

than with any other media including TV.

Mobile Internet traffic surpassed desktop Internet traffic in

May 2012 in India, according to data cited by Chirag Arora,

researcher at IIT Delhi.

On an average, Mobile users can't leave their phone alone

for fifteen minutes and check it up-to 75 times a day

Broadcast Media

Social Media

Mobile

What Next?


# 2. Understanding Mobile Apps

What is a Mobile App? What are the different Types of Apps?


What is a Mobile App?

“A mobile application, most commonly referred to

as an app, is a type of application software

designed to run on a mobile device, such as a

smartphone or tablet computer.”

Attributes of a Successful Mobile App

• Meets a specific need of the user

• Fast and Nimble

• Simple and Easy to Use


Types of Mobile Apps

Featu

res

Fe

atu

res

Featu

res

• Platform Specific

• Access to Native Features

• Enhanced User Experience

• Push Notifications

• Upgrades go through stores

• Access to Native Features

• Push Notifications

• Code Re-usability

• Easy Upgrades

• Shared via App Stores

• Browser based access

• No access to Native Features

• Cross Compatibility

• No Push Notifications

• Easy Upgrades


An Affordable Alternative for Short-Term Apps

Facebook Applications are great tools to

engage your fans and a mobile compatible

Facebook Application can help you leverage its

capabilities to the fullest.

The fact that nearly 75% of the smart phones

have the Facebook Native App, makes it a

logical extension to create short-term apps.

Facebook is about to introduce a “share”

feature for applications as well. This will make

FB apps more viral on mobile.


Why do people use Mobile Apps?

Entertainment SocializeInstant

InformationUtility

Apps that help the

user to kill time or

take a leisure break

Apps that help the user to

socialize with his friends

and make new ones


get immediate information

on their preferred topics


organize themselves and

serve a specific purpose

Apps can be summarized into 4 categories


#3. How Brands use Apps


Johnson & Johnson

A long term strategy from Johnson &

Johnson, focusing on the end customer

A Platform which provides information to

mothers and mother’s to be on different

aspects of pregnancy and child care

Subtly promoting the Johnson &

Johnson baby products through ads and

offers

The application is a Hybrid Application

with a fully responsive WAP site as well


Titan - HTSE

A short term product promotion strategy

from Titan

The Key to the success of the App was

the unique idea and the user

engagement

The application was also made available

on Facebook

The application also had Augmented

Reality which was a great add-on to the

mobile app.


L’Oreal Colour Genius

A long term idea from L’Oreal

The app suggested the user on what to

wear and also promoted the L’Oreal

products

The application had a social connect,

which ensured the application became

viral organically

Next version of the application comes

with a social network of L’Oreal users


Canal +

A long term idea from Canal + (leading

television channel in Europe)

The app was a social network of Soccer

fans and it allowed user to predict

winners

The app is re-activated everytime during

the soccer season

The application is actually a Facebook

application, compatible on mobile


Key Aspects from these Apps

Clear Objective BabyCentre :: Create a platform for prospective customers

Titan HTSE :: Excite the user and give him a unique experience of

HTSE

Colour Genius :: Help the user in choosing the right product

Canal + :: Create a platform for customers / fans

Key Offering BabyCentre :: Exclusive Information to the Mother to be

Titan HTSE :: A new experience

Colour Genius :: Utility for the TG

Canal + :: Socialize

Shareability BabyCentre :: Had Birth Club Community

Titan HTSE :: Augmented Reality and Share on Facebook and Twitter

Colour Genius :: Shareable on Facebook

Canal + :: Facebook Community


#4. Conceptualizing a Mobile App

A Step by Step Process Guide


Branded Apps


4 Mistakes that Brands do

Recreating the web experience Don’t think of an App that re-creates a web-experience. Better

develop a Mobile compatible mobile site.

How many steps does it take for a user to perform an action?

Throwing branding out the window An app should be an extension of the brand, but don't lose site of the

brand identity.

Assuming there's an audience Without a plan, a branded app is likely to be one of the 400,000

“zombie apps” that are never even downloaded from the App Store.

Businesses should study their audience and identify the unmet need,

and then use their app to solve that problem.

Don’t make it Packed with Features Include as little features as possible. Don’t stuff your application idea

with everything that you’ve got

Go with one unique Feature and make the entire app simple


Steps in Developing a Successful Mobile Application

Develop a Unique Concept

Will the user be excited?

Is this “shareable”?

Is it usable?One time or repeat Use?

Set the Theme

Information Utility Entertainment Social

Set The Objective

Long Term Short Term


Steps in Developing a Successful Mobile Application

Key Aspects to Note

Size of the App App Store Reviews The first 3 Minutes

Do I Monetize the App?

Introduce M-Commerce Provision for Ads

What is the Platform that I can use?

Native App Hybrid App WAP Facebook App


Thank You!