eTail Asia 2013 - Mobile Apps for Sales and Branding

7/29/2019 eTail Asia 2013 - Mobile Apps for Sales and Branding

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A SHOW OF HANDS, HOW MANY OF YOU

A QUICK POLL


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WOKE UP THIS MORNING TO THE ALARMON PHONE?

I hate my new phone.It keeps waking me up in the morning

*54% of smartphone users use their phones in place of an alarm

Key Implication: Mobile phones are the first and (probably) the last thing you interact with daily


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CHECKED THEIR PHONES IMMEDIATELYAFTER WAKING UP?

*53% of people reach for their mobiles the first thing in the morning

Key Implication: Mobile is now the first screen of choice. In fact, 50% of people in Asia accessthe web primarily or exclusively via their mobile phones


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HAS SCANNED A QR CODE BEFORE?

Rise in the use of QR codes in Singapore over the last 2 years

Key Implication: Consumers are becoming more sophisticated in their use of mobile technology


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SEARCHED FOR SOMETHING USING YOURMOBILE WHILE IN-STORE?

*Over 60% of smartphone owners used their mobile phones to make local searches. And 70%of them make a decision in the same day (as compared to 30% on a PC)

Key Implications: The right message at the right place and time can trigger consumer action


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OWNS A TABLET?

*31% of Singaporeans own a tablet. Globally, more web traffic from mobile devices are comingfrom tablets than from mobile phones (Adobe Study)

Key Implication:. Brands need to ensure that digital/mobile experiences are designed and

optimized for multiple devices


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TAKEN A PICTURE OF YOUR FOOD,UPLOADED IT ONLINE BEFORE START YOU

EATING?

Some people spend more time documenting their lives than living it

All these highlight a shift in how we behave with our mobile devices.

This presents a great opportunity for brands as consumers are engaging with their mobiledevices in a way that would allow us to better connect with them.


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SMARTPHONE IS OUR SWISS ARMY KNIFE

The ultimate convergence of devicesbecause of apps

Always with you


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HOW MOBILE APPS* CAN BE USED FOR

SALES AND BRANDING

LETS TALK ABOUT

*4 out of every 5 mobile minutes are spent on apps (vs. a mobile browser)


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WHAT MAKES A GREAT MOBILE APP?


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A STRAW POLL


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RESULTS: APPS ON PHONE

The Most

200

On average

50

*Nielsen did a survey in the US and found that most people had about 41 apps on their phone


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RESULTS: APPS ACTUALY USE WEEKLY

On average

8Thats 16%. Which means that there are a lot of apps that people dont use.

In fact, only 26% of smartphone users use an app more than 10 times.


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UNSURPISING RESULTS: TOP USED APP

No surprise: Social/communication apps used the most often and on a daily basis


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A CLOSE THIRD

Mobile users also want something fun to entertain them, especially during their me time whichmakes up of 46% of their total time spent on their mobile devices


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WHO REMEMBERS THIS?

This reminds us that a mobile app needs to achieve two goals:

Interesting enough to get downloaded (Gimmicks are fun)Useful enough to ensure they use it over again and again (Helps me solve a problem)


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BRANDED APPS USED

A variety of utility apps that help consumers solve a problem or save time


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GREAT MOBILE APPS HAVE:

Brand Utility

Make my lifeeasier

Time Savers

BrandExperiences

Entertain me

Brighten My

Day With Fun


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THREE RULES WHEN MAKING APPS


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RULE 1: DONT USE TECH FOR TECH SAKE


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START WITH THE CONSUMER

KillerApp

Consumer

Need

Brandpurpose /

BusinessObjective

Technology

Solution


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RULE 2:NO ONE KNOWS, NO ONE DOWNLOADS

OwnedMedia

AppLaunch

EarnedMedia

PaidMedia

* Study by Deloitte show that 80% of branded mobile apps have been downloaded less than 1,000 timesOne of the top reasons cited was because they were not promoted well


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RULE 3: KEEP THEM COMING BACK

Standard Chartered Bank: The Good Life App


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SOME BRANDS THAT HAVE DONE IT WELL


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NIKE PLUS

http://www.youtube.com/watch?v=BSWeAUA4uVk


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UNIQLO WAKE UP

http://www.youtube.com/watch?v=9kQCeAxe_aI


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WESTPAC IMPULSE SAVER

http://www.youtube.com/watch?v=M9v9HpR4qTU


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IN STORE: MEAT PACK HIJACK

http://vimeo.com/44351185


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REMEMBER: BAD APPS HURT BRANDS

* 69% of users will develop a negative impression for a brand if their app is not useful or easy to use


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MAKING A GREAT APP

Planning & Insights Define objectives Know your customers

Hybrid vs. Web vs. Native User Interface Adapt to a users needs Monetization


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MONETIZATION:OREO TWIST LICK DUNK

* Oreo developed a mobile game that mimicked the brand behavior in which people consume Oreos(Twist, Lick, Dunk). The game contains in-app purchases as well as mobile ads which provide additional

monetization opportunities to Oreo. It has had over 2 million downloads in just a few months and

generated over US$50,000 in ad revenue


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IN SUMMARY

1. Objective, strategy then tactics2. Make your app great3. Build to live, not to die


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THINK 365, NOT 360

Mobile apps provide businesses the unique opportunity to be omnipresent in a

consumers life everywhere he/she goes, every single day, providing we givethem a reason to allow us in their lives

Unlike traditional communications where we try to surround consumers with

360 degree advertising at every touch point, mobile apps allow us to give ourcustomers a reason to love our brand 365 days a year.


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Thanks!

[email protected]

@intersphere

http://themobileworkblog.com/

http://digitallabblog.com/

Content on this document is licensed under Creative commons attribution 3.0 license

http://creativecommons org/licenses/by/3 0/

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eTail Asia 2013 - Mobile Apps for Sales and Branding