The Mobile Appertunities

“Mobile Appertunities”

PRESENTED BY

SENTHIL ANAND Head – Account Management,

KRDS India

KRDS FOLLOW US TWITTER.COM/KRDS OR FACEBOOK.COM/KRDS


# 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

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• 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

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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 Socialize Instant

Information Utility

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

Apps that help the user to get immediate information on their preferred topics

Apps that help the user to 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!