CeBIT Australia Presents WebForward 2011

Embed Size (px)

DESCRIPTION

Our Creative Director Rick's presentation as part of CeBIT Austrlia WebForward 2011 in "Creating a successful mobile marketing strategy". section

Text of CeBIT Australia Presents WebForward 2011

  • 1. Webling Interactive
    Fun & Functionality
    Brand strategies for the future of mobile
  • 2. A Global Perspective
    iPhone app store
    Passed 10bn downloads in Jan 2011
    400,000 apps Mar 2011
    200,000developers
    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
  • 3. An Australian perspective
    • Three quarters of Australian smartphone internet users have downloaded a free application*
    • 4. 1 in 5 Smartphone users have downloaded 20 or more
    • 5. Top 6 App Categories (most useful)
    1. Social
    2. Games
    3. Maps
    4. Travel
    5. Weather
    6. Banking
    * Nielsen Telstra Bigpond Mobile Study 2010
  • 6. The App Landscape
    PAY TO DOWNLOAD
    FREE TO DOWNLOAD
  • 7. The App Landscape
    PAY TO DOWNLOAD
    FREE TO DOWNLOAD
    Direct Revenue from App Marketplace(minus marketplace commission)
  • 8. The App Landscape
    PAY TO DOWNLOAD
    FREE TO DOWNLOAD
    Transactional
    Generates in-app revenue
    Non TransactionalBrand Experience, utility and/or entertainment
    Direct Revenue from App Marketplace(minus marketplace commission)
  • 9. Transactional
    Generates in-app revenue
    The App Landscape
    PAY TO DOWNLOAD
    FREE TO DOWNLOAD
    Non TransactionalBrand Experience, utility and/or entertainment
    Direct Revenue from App Marketplace(minus marketplace commission)
  • 10. The App Landscape
    PAY TO DOWNLOAD
    FREE TO DOWNLOAD
    Transactional
    Generates in-app revenue
    Direct Revenue from App Marketplace(minus marketplace commission)
    Non-TransactionalBrand Experience, utility and/or entertainment
  • 11. Two models for free branded apps
    Non Transactional
    Free apps
    Branded UtilityFocus on the brand providing a useful tool to consumers.
    Branded EntertainmentFocus on entertaining with brand-inspired fun/novelty concepts.
  • 12. Two models for free branded apps
    Non Transactional
    Free apps
    Branded UtilityFocus on the brand providing a useful tool to consumers.
    Branded EntertainmentFocus on entertaining with brand-inspired fun/novelty concepts.
  • 13. Two models for free branded apps
    Non Transactional
    Free apps
    Branded UtilityFocus on the brand providing a useful tool to consumers.
    Branded EntertainmentFocus on entertaining with brand-inspired fun/novelty concepts.
  • 14. How can free apps improve the bottom line?
    • Improve brand loyalty/exposure
    • 15. Reach consumers with moderate media cost
    • 16. Create new opportunities for consumers to accessexisting online services
    • 17. Inexpensive market research
    • 18. Generate PR
    • 19. Influence purchase decisions