FOR MOBILE APPS, THINK APPS, NOT ADS

Submitted by: Group 10Ayush Trivedi (PGP31017) Ayush Jain (PGP31078) Prathamesh Bobade (PGP31079) Madeline Porteman (IEP17012) Justine Cano (IEP17015)

Mobile Apps infested with unwanted advertisements!!!!

People don’t like ads but why?• Private space

Since mobile phones are considered personal space, ads seems to be intrusive

• There is no right side

There is no space on the screen and ads prop up haphazardly

• The “Fat Finger” effect

Many taps are inadvertent causing inconvenience to both consumer and advertiser

20%

80%

Survey on Ads

I love Ads I hate Ads

Why Apps instead of Ads??

• According to a survey, consumer devote 82% of their mobile time on Apps

• Consumers install around 40 apps and use 15 regularly

• Average media and entertainment app sessions lasted 5.59 minutes whereas e-commerce app sessions only took an average of 2.85 minutes.

• E-commerce and retail apps were at the top of the frequency engagement list with an average of 17.5 sessions per month.

Customers devote a lot of time to

Apps

18%

82%

Mobile time

Web Apps

The 5 types of Apps :

Social networks31% time

For eg- Facebook, Whatsapp

Games and entertainment42% of time

For eg- Pokemon , Angry Birds

Utilities7% time

For eg- Google Maps, camera

Brands11% time

For eg- Nike, Redmi

Discovery9 % time

For eg- Ibibo, Makemytrip

BRAND APPS•Brands should focus on building long term

relationship with their customers through apps that add value rather than going for a myopic benefit through click advertisement.•Brand apps offer the following advantages:-

Add convenience

Offer unique value

Provide Social value

Offer incentives Entertain

JIO• The app provides multiple

facilities ranging from downloading music, watching movie to reading news

• The app acts as a single point for fulfilling all the customer needs

• The app had more than 10 million downloads on the play store in a very short duration of time

• The app has a rating of over and is helping the company connect in a better way to the consumer

• Repeated use of the app leads to more brand resilience and hence, more brand loyalty in the long term

My Airtel app

Benefits of Airtel app Like the JIO app, the app offers many functionalities to the consumer like

music, bill payment, plan changes, watching TV

Airtel is heavily advertising the

functionality of the app through mass

media

The app also has 10 million+ downloads and a user rating of

over 4

Airtel is heavily investing on the app

so that it can leverage the

increased resilience over a long term

The app is offering added convenience

to the consumer

Jabong app Jabong offers subscription bonus as well as routine

additional discount to customers using

the app

The company is using a monetary incentive to lure

consumers to use the app

The app also has downloads of more than 1 millions and is one of the most used apps for e-

commerce shopping

OLA app

Company is offering incentive to consumers to download its app

Paytm app

Company is offering unique value to its customers by offering an opportunity to transfer funds by using barcodes

Thank You