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Mobile Apps

Mobile Experience and Engagement 7-8 & 10-11 Oct 2012
by

Jonie Oostveen

on 11 October 2012

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Transcript of Mobile Apps

Deciding On
The Right Mobile Platform Initiating and Managing
Continued Consumer
Engagement eBuddy's App Distribution Strategy 2. App Stores 3. Operators 1. Handset
Manufacturers 9 Jan 2007:
Launch of iPhone 3 Pillars The usual suspects: But also: Key: Get Featured eBuddy specific data bundles
Promotion Preloading eBuddy Chat and XMS
7 HTC and 5 LG handsets
Nokia Asha S40
Promotion Add value

(easier said than done)

Strategies For Prospering
In The Mobile App Space 25 million monthly active users
+230 million mobile apps downloads
+13 billion messages processed per month
100 FTE
HQ in Amsterdam Top Global Brands And Their Mobile App Status 91% of the Top Brands have mobile app presence



Brands have realized that apps offer a viable channel for promotion, reach consumers and sell content



higher ranked brands have more presence in app stores



iPhone App Store is by far most popular.



Nokia store is least popular (only 6 brands)



Google Play and iPad App Store are increasingly seen as good stores



Most brands are not looking to make money with Apps, only 27% have a direct monitization purpose. Average gain in ranks:
+15 iPhone App Store
+27 iPad
+42 Google Play eBuddy XMS: 1 Week Featured in Google Play The Major Smartphone
Platforms In SEA

Android................... 31%
iPhone..................... 19%
Blackberry.............. 10%
Windows Phone..... 6% Aug 2012 Ericsson ConsumerLab The Right Mobile Platform Does Not Exist! 1. Target Group/Market

2. App/Technical Requirements

3. GTM: Ease Of Development

4. Mobile Industry Developments Rank Country Per Capita
1 . . . . Singapore 73%
2 . . . . Hong Kong 61%
3 . . . . Sweden 52%
4 . . . . Australia 47%
5 . . . . Spain 46%
tie 6 . . Denmark 44%
tie 6 . . Israel 44%
tie 8 . . Finland 43%
tie 8 . . Norway 43%
10 . . . New Zealand 42%
11 . . . UK 40%
tie 12 . Italy 38%
tie 12 . Netherlands 38%
tie 14 . Austria 36%
tie 14 . Taiwan 36%
tie 16 . Greece 35%
tie 16 . Ireland 35%
tie 16 . Portugal 35%
tie 16 . USA 35%
20 . . . South Korea 34%
tie 21 . Canada 30%
tie 21 . Switzerland 30%
tie 21 . France 30%
tie 24 . Japan 28%
tie 24 . Germany 28%
tie 24 . Belgium 28%
tie 26 . Poland 19%
tie 26 . Malaysia 19%
28 . . . Russia 18%
29 . . . South Africa 17%
tie 30 . Czech Rep 16%
tie 30 . Hungary 16%
32 . . . Thailand 15%
tie 33 . Brazil 14%
tie 33 . Romania 14%
36 . . . Turkey 11%
37 . . . Ukraine 10%
tie 38 . Indonesia 8%
tie 38 . Mexico 8%
40 . . . Slovakia 7%
41 . . . China 6%
42 . . . India 3% 42 Major Countries Ranked by
Smartphone Penetration Rate 9 Asian countries
almost half of the countries are between 28-52% penetration
Among asian emerging countries, Malaysia and Thailand have the highest penetration rate Source: TomiAhonen Cosunlting Analysis Dec 2011.
Ranking is based on combining the following sources: Netsize, Informa, Google/Ipsos But Don't Forget:

J2ME/feature phones:
In Asia 600 million devices (2011)

MRE / VRE
Mediatek 570 million chipsets (2011)

Mobile Web
Facebook has more mobile web than app users (2012) Concept
Design
Development Important!
1st impression counts
launch fast and often
Full Launch End User
Feedback Bug Fixing New Features Beta Questionnaires
Crash Reports
Focus Groups
App Store Reviews Bought Media
Feature in App Store
(In App) Advertisement
Search Engine Optimization
Operator Promotion Top Global Brands
And Their Mobile App Status Deciding On
The Right Mobile Platform 1. Target Group/Market 2. App/Technical Requirements 3. GTM: Ease of Development 4. Mobile Industry Developments SEA: Mobile Phone Growth
Mobile Phone growth 24%
Smartphone growth 78%
PH highest smartphone growth 326%
Feature phone prevalent mobile phone type (for now) *Gfk Asia, Sep 2012 Initiating and Maintaining Consumer Engagement eBuddy's App Distribution Strategy Mobile Apps
Strategies For Prospering In The Mobile App Space Mobile Engagement & Experience Jonie Oostveen
Director Strategic Partnerships
eBuddy
jonie@ebuddy.com About eBuddy 4 Topics Influencing Factors: Smartphone vs Feature Phones Promotion Mobile Apps Source: Distimo 891% increase in week on week downloads +525K downloads 2 days after getting featured still 300% increase in downloads Owned Media
Web and Mobile site
Facebook, Twitter
Email
POS
(App Pricing) Earned Media
App Store Reviews
PR
Blog Review Any app promotion strategy, should have strong focus on downloads How To Avoid Churn?? FYI 1:
The average app is used a handful of times before being deleted.
15-13% of apps see repeat usage
6 weeks after download * Flurry (2011) Jakarta International Airport Terminal 1, 4 Oct 2012 FYI 2:
Average Smartphone user has 65 apps installed
And uses 15 apps per week * Flurry (2012) Smartphone Trends:
M-commerce
Mobile Payment
Tablet and Phablet penetration
Gamifaction
Enterprise Apps Soft
Launch
Full transcript