TV Companion Experiences: An Overview

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Who am I & Why am I here?• CEO, L4 Mobile - A Leader in

Interactive Mobile Applications

• We’ve done some cool work for some very cool customers

Hello There!

Today we are talking about

The Mobile Phone

Mobile Phones are Everywhere

• 81% keep it on at all times

• 80% use it while watching TV

• 44% sleep with it within arm’s reach

• 37% admit to being “highly addicted”

• 23% use it during meals

• 22% use it in bathroomSource: http://gigaom.com/broadband/smartphones-the-cigarrettes-of-the-next-century/

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Smartphones are now prevalent

• Android devices are used by 20% of cell owners

• iPhones are used by 19% of cell owners

• Blackberries are used by 6% of cell owners

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50% of U.S. adults now own a smartphone

Half of cell phone owners use apps

And they are using them a lot…even

more than the web

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Appmazing

25 BILLION+ applications have been downloaded from the Apple app store alone

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Your Competition Is TIME

You’re Competing for Mindshare

“Our biggest competition is TIME. We want to know how people are spending their time

and how we can get more of it? That is what we are fighting for.”

– Beth Comstock, CMO, General Electric

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Content On-Demand: Anytime, Anywhere

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• People Record Shows, Rather Than Run Home to Watch Them

• They Retreat to Personal Laptops and Phones for Television Content

• They Chat About Shows Through Social Networks, Text, or Instant Messaging

Mobile Companion Apps Drive Ratings

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Directly proportional - As your social chatter increases, your ratings increase

14% increase in social TV chatter => 1% ratings increase

Let’s Build One!

Not so fast…11

What are today’s top apps doing to engage consumers?

Key Tips to Maximizing App Usage

Tip #1: Present fresh content

Mobile App User Survey• 55% rank “having fresh

content” as very important in making an app among a user’s favorites– Source: MTV OMMA

presentation 2011

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Case study: Medpage Today

• Devices: iPhone & iPad• Key Features

o Original Concepto Drug Database for on-

the fly informationo Continuing Education

Classes built into application

o Customized News Feed for Medical Professionals to access latest articles/info

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Tip #2: Integrate social media

Social Media is a must have feature

• Community counts – Brands who have Facebook pages increased:– Store visits by 36%– Amount spent by 45%– Loyalty by 41%

• Prominent one click integration with Twitter

• Created a “Twitter central” for all Daily Show related tweets

• See who’s talking about key trending topics related to the show

Case study: Daily Show

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Case study: Futurama

• Application: Futurama Head-in-a-Jar

• Devices: iPhone• Key Features

o Integration with Facebook and phone contacts

o Original Concepto In App-purchase of videoso Live TV schedule and push

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Tip #3: Engage across screens

Mobile presents new opportunities to connect with TV viewers and form a community around your brand

Tip #4: Give Consumers a Complementary Experience

Race to offer companion apps to TV experiences

Example: Virtual viewing partiesOffer complementary services that enhance TV viewing experienceTurn passive viewers into active participantsBuild community around brand

Tip #3: Engage across screens

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Sweepstakes Deliver Results

Tip #4: Build loyalty with sweepstakes/rewards

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Keep ‘em coming back for more

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• Achievements are a great way for brands to engage with customers on a mobile device

• Make the experience add value and provide an incentive for interacting/visiting brand applications

• Offer contests, sweepstakes and loyalty points programs to drive repeat usage

Offer a call to action

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Case Study: The Club Shopping Mall Guide

• Devices: iPhone, Android• Key Features

o Get exclusive promotions, the best discounts, mall event information and much more at over 150 GGP malls

o Enter for the chance to win instant prizes such as mall gift cards and sweepstakes entries

• One app, multiple sweepstakes, interactive “game-like” experience: scratch tickets, shake to win, etc.

• Build app “stickiness”, consumers return to play on a daily basis

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Play-a-Day Drives Incredible Repeat Usage

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Tip #5: Offer Bonus Content

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• Reward your customers by giving them “special” content in apps they can’t get anywhere else

Case study: MTV News

• Devices: iPhone• Key Features

o Exclusive Videos, updated throughout the day from everywhere MTV News has access

o Articles by categories. Customize with My News to get just the stories on the celebs you care about.

o MTV News, Shows, Music, Movies, and Gaming Blogs

o Exclusive celeb Photos from MTV events and beyond.

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How can I make $ from my app?

• Multiple options: Download fees, Subscriptions, In-app purchases, Mobile advertising

• In-app purchasing is the growing trend

Case study: In-app Purchases

• Application: Hahn Family Wines• Devices: iPhone, Android• Key Features

o Ability to Buy wine inside the app and have it shipped customers home

o Learn about the Hahn Family wines, reviews, awards, tasting notes

o Find where to buy specific labels and varietals

o Join and manage wine club membership, including exclusive offers.

o Wine Events & Tastings complete with RSVP and map to location

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Case study: Subscription App

• Application: Jillian Michaels• People will pay for regularly updated

content that matters to them• Key Features

o 1st non-magazine subscription application in App Store

o Tips and guidance on maximizing your workouts from Jillian Michaels

o Personal Meal planner to make sure users obtain results

o Easy-to-use tools to track calories burnedo Videos of Jillian demonstrating all of her

favorite moves that you can use to build your own customized circuits

o Forums where users can share results and encourage each other

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A lot of decisions need to be made

APP

We are here to help

• L4 Mobile can help our customers and partners deliver the best mobile applications in the market.

• Contact:Keith O’NeillPhone: +1 (425) 605-7030 Email: keith@l4mobile.com

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