Your brand seen through the eyes of an iphone user

Ernst & Young London - December 1st, 2011based on:

Smartphones and Apps:A booming marketSmartphones and Apps:A booming market

„Gartner forecasts that by 2014, there will be more than 70 billion mobile application downloads from app stores every year.  This will grow from a consumer-only phenomena to an enterprise focus. With enterprise app stores, the role of IT shifts from that of a centralized planner to a market manager providing governance and brokerage services to users and potentially an cosystem to upportentrepreneurs. Enterprises should use a managed diversity approach to focus on app store efforts and segment apps by risk and value“Quelle: Gartner

Smartphones Mobile Apps

Booming Android

Smartphones and AppsSmartphones and Apps

New challenges and opportunitiesNew challenges and opportunities

• Apps become a major customer touchpoint

• Apps attract consumer and business customers

• An unmanaged app portfolio is like an unmanaged brand

• App consultancy and audits is a growing business

This is not a.....This is not a.....

What if your brand had many apps...?What if your brand had many apps...?

Action: Manage your portfolio of apps!Action: Manage your portfolio of apps!

• What is your portfolio

• Finding an app on the phone

• Icons and app names

• Publisher names and app store accounts

• App marketing toolbox

App Store accounts• Nike, Inc• Nike Italy

Icons and names• Nike brand logo• partly explanatory

names

Note• Nike/Apple hardware

partnership

App Store accounts• PUMA Japan K.K• PUMA AG

Icons and names• no real branding

App Store accounts• adidas AG• adidas eyewear• adidas international,

Inc• adidas Japan K.K.• agencies

Icons and names• 6 x brand logo• explanatory names

A clear message to customers?A clear message to customers?

trackName artistName sellerName

adidas Originals adidas International, Inc. adidas Group

adidas Urban Art Guide adidas AG adidas AG

miCoach adidas International, Inc. adidas Group

adidas Super 64 adidas Super 64 Michael Flynn

adidas eyewear adidas eyewearSILHOUETTEInternationalSchmied AG

adidas reader IPS Pirates IPS Pirates

adidas大学 adidas Japan K.K. adidas Japan

アディダス時限クーポン adidas Japan K.K. adidas Japan

adidas shake ID\TBWAID LEW_LARA/TBWAINTERNET PROPAGANDA

iTunes: publisher names iTunes: publisher names

Different views Different views

Some industries & brands are advancedSome industries & brands are advanced

• Automotive

• Mobile Operators

• Coca Cola

• Games

Automotive: AudiAutomotive: Audi

Find an app on the phone

Automotive: AudiAutomotive: Audi

Website

Mobile Website

Automotive: AudiAutomotive: Audi

A proper landing page for apps related topics

Each app is represented:

App portfolio management basicsApp portfolio management basics

✓ App icon design guidelines

✓ App naming guidelines

✓ Manage categories, keywords and descriptions

✓ One App Store account for all brand apps

✓ One landing page/support page for all brand apps

✓ App monitoring and reporting

✓ Customer support and feedback structure

✓ Provide guidelines and tools for 3rd parties making use of your app

Service proposition• uniqueness• target audiences• competition• message• benefit• relevance

App design• icon consistency• tested icon design• app usability• app sensor usage• situation & context aware design• user centricity• mobile websites

App store optimisation• competitive research• app description• keyword write and research• category research• screenshots• app pricing• updates• reviews & ratings

Launch promotion• sneak peek preview• beta testing• promo codes• forums & communities

Promotion packages• press release• twitter & facebook• custom twitter account• Facebook Fan Page • review sites submission• promotional pricing• banner for apps• in-market app tracking• in-app analysis• app store SEO• app website promotion• web SEO• teaser youtube video• web support pages• mobile websites

App & serviceportfolio managament tools and topicsApp & serviceportfolio managament tools and topics

AppApp

And this is the real challenge...And this is the real challenge...