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Mobile Marketing

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by

Maximilian Wedel

on 11 June 2013

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Transcript of Mobile Marketing

Independent developer vs. big company
<App Stores>
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Mobile Internet Usage

Mobile Application
Shop Apps
Technologies
Second Screen
Mobile Marketing
Veronika
Revenue Models
Making the Game “Freaky Police”
Native Apps
Web Apps
Hybrid Apps
Interface with features, information and hardware
Faster Performance
Ability to charge for the App
App Stores help find native Apps
More secured
Offline Usage


Pros
More Expensive
Harder to maintain -dependent on specific Operating System
App Store Approval



Cons
Independent from OS
No approval by App Store
No share to Google, Apple ...
Easy to link to other Web Pages
Pros
Can't interface with all features etc. (yet)
No central Store
Weaker performance
Cons
App for a certain mobile device
Installed directly onto the device
Native programming language (OS specific)
Acquired through an Online Store - eg. Apple App Store


Access with Web Browser

Not installed

HTML5, Javascript & CSS3

App feeling
Free & Paid
Lite & Full Versions
Advertisement based Model
Subscription Model
Freemium
Texturing
Modelling
Pogramming
In-App purchase & In-App Currencies
<Utility>
Service Apps
Top Chart Apps
Banking App
Car App
Glasses
Silhouette iMirror
Focus
Do it by yourself vs. outsourcing
Ideas
Game clones
iterative process
Game scene
Back Up Slides
Publishing
Flash games or games in general
Appstore
films, game websites, comics, books, youtube, pictures
Analytics
Google Developer Console
Distimo
App Annie
Flurry SDK
typical lifecycle/daily installs
Overall installs
Low budget marketing
Icon
App description
Cross-promotion
Cross-promotion experiment
Entering the Charts

Low budget marketing (2)
Viral game design: FB integration, multiplayer
Reviews on websites
Success factors

addicting gameplay, diversity of levels
Graphics & Rating could be important but no must have:
Monetizing
paid apps, subscriptions, in-app purchases
all kinds of ads
Trend: in-app purchases with ads
http://sixrevisions.com/mobile/native-app-vs-mobile-web-app-comparison/
http://sixrevisions.com/mobile/native-app-vs-mobile-web-app-comparison/
http://sixrevisions.com/mobile/native-app-vs-mobile-web-app-comparison/
http://cdn.sixrevisions.com/0274-02_facebook_native_mobile_web_app.jpg
http://blog.brainhost.com/wp-content/uploads/2012/05/HiRes.jpg
http://sixrevisions.com/mobile/native-app-vs-mobile-web-app-comparison/
http://blog.brainhost.com/wp-content/uploads/2012/05/HiRes.jpg
http://www.distimo.com/publications
http://www.distimo.com/publications
2012 in Numbers
2.27 billion Internet users worldwide
317% increase in Africa
249% increase in The Middle East

extended costumer service
opening hours
increase company image and
market presence
Europe (2012)

60% of the young population uses mobile internet
offer service to costumer
act as broker
http://www.mytaxi.com/home.html
What are the differences between mobile devices and stationary devices?
Small Screen
Processors
Handling
Broadband Internet
Defining Mobile Marketing

http://www.distimo.com/publications
"Mobile Marketing offers the service to place ads directly on potential consumers mobile devices. In general, it means marketing efforts in particular on the mobile phone."
The advantages of Mobile Marketing
Instant reach-ability.
Cheaper production.
Tracking responses.
Potential to go viral.
Communication to the masses.
Personalization.
Easy payments.
How does an App get into an app Store?
Mobile Marketing tools
SMS, MMS
Mobile Internet (mobile website, social media, networking channels, TV, videos)
Applications, games, advertisements
Location based services
Mobile sales promotion
Mobile services (tickets, banking, shopping)

methods to make it possible to be visible at all
luck that Google become aware about the app
http://www.distimo.com/publications
http://www.distimo.com/publications
Definition:
software application
designed for mobile devices
usually distributed through a platform
e.g. Apple App Store, Google Play Store...
http://www.webopedia.com/TERM/M/mobile_application.html
Figures
Average 25 installed Apps
10 of them are paid for
10 are used every month

25 % of all smartphone users have purchased a product or service with their phone
57 % have done this in the past month
http://theapplabb.com/hello-world/
http://theapplabb.com/hello-world/
Full transcript