Mobile Apps / Extract

8/6/2019 Mobile Apps / Extract

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CHAPTERS

11 /

CREDITS

10 /

REFERENCES

09 /

STATS

05 /

CASE STUDIES

06 /

APP STORES

07 /DEVICES

08 /

FUTURE

01 /

INTRO

02 /

TIPS 1

03 /

TIPS 2

04 /

CONSUMERS

p.02mobile apps / index /

MOBILE APPSINDEX /

01 / pages 3-4

INTRODUCTION

02 / pages 5-6

TIPS FOR BRANDS / PART 1by John Cecil-Wright

03 / pages 7-9

TIPS FOR BRANDS / PART 2by Alexander Fairfax

04 / pages 10-14

LANDSCAPE / CONSUMERS

05 / pages 15-25

BRANDED APPS / CASE STUDIES

06 / pages 26-30

APP STORES

07 / pages 31-34

LANDSCAPE / DEVICES

08 / pages 35-36

LOOKING AHEAD

09 / pages 37-38

NUMBER CRUNCHING

10 / pages 39-40

REFERENCES & LINKS

11 / page 42

CREDITS



CHAPTERS

11 /

CREDITS

10 /

REFERENCES

09 /

STATS

05 /

CASE STUDIES

06 /

APP STORES

07 /

DEVICES

08 /

FUTURE

01 /

INTRO

02 /

TIPS 1

03 /

TIPS 2

04 /

CONSUMERS

mobile apps / introduction / p.03

Over the past 10 years, the mobile phonehas become the one gadget that nobody,rom media mogul to suburban school kid,can do without: the undisputed winner o the‘battle o the bulge’, the race or the space inyour pocket. As trend researcher Sean Pillotde Chenecy once remarked, ‘No-one’s evergoing to commit suicide because they lethome without their iPod.’

To date and to their credit, marketers have shownan almost preternatural reticence to get stuck in to

mobile, perhaps noting that email as a marketing me-dium is only just staggering to its eet ater a serieso sucker punches dealt by spam marketers. This inaddition to the act that the advertising industry’s col-lective ego has been bolstered over the years by theproduction o cinematic lms or TV, artistically crat-ed print ads or glossy magazines, and latterly, fash-heavy microsites designed to enthral and bedazzle.Small wonder, perhaps, that the charms o the mobilephone’s small screen size, restrictive price plans anda preponderance o entry level handsets designed atmost or SMS marketing have taken a while to engageour attention.

However, with 4.1bn handsets now in circulationand countries such as China, Brazil and India appear-ing to leaprog the desktop stage o technologicalevolution and head straight or the mobile web, thepotential or targeted, practical brand communica-tions via the cellular device seems assured.

So – how to engage, without spamming? How tosustain interaction without constant redevelopment?How to apply the creativity or which the advertising

industry is so well known to location-based technolo-gies and teeny tiny screens?

Step orward the humble application, or app orshort. Opt-in, fexible, and considerably better lookingthan your average SMS, applications can ull all therequirements o a successul and engaging brandedutility, carrying with them a disproportionate emotionalclout. They can be useul. They can be relevant. Theycan be entertaining. The best ones are all three. Theother unexpected benet o a branded app on a mo-bile device is privacy or the user. Social networkingsites such as Facebook have been labelled ‘an appsgraveyard’ due to the low rates o uptake amongstuser communities. This has been attributed to severalactors, not least the way in which social networkingapps tend to be best experienced when tied to one’sdesktop computer, and a degree o embarrassmentrom consumers in associating themselves so publiclywith what is still, to all intents and purposes, advertis-ing. Mobile phones are not only portable, they’re per-sonal – meaning that a useul branded app concealeddiscreetly in the privacy o one’s pocket could prove

more appealing.

Following the debut o Apple’s iPhone, with its revo-lutionary touchscreen interace™ (not actually a trade-mark, although it may as well be), sales o the deviceswitly claimed Apple a 11% share o the global smart-phone market, dominated by Nokia at 40%. However,the iPhone’s creative, social and technological potential

01 / pages 03 - 04

INTRODUCTION

Illustration: Chellie Carroll /



CHAPTERS

11 /

CREDITS

10 /

REFERENCES

09 /

STATS

05 /

CASE STUDIES

06 /

APP STORES

07 /

DEVICES

08 /

FUTURE

01 /

INTRO

02 /

TIPS 1

03 /

TIPS 2

04 /

CONSUMERS

mobile apps / introduction / p.04

was only ully realised in March 2008 when Apple, acompany not normally known or encouraging post-launch tinkering rom their rabid and willing an base,broke with tradition by releasing a Software Devel-

opment Kit or the Apple App Store – the hub romwhich all iPhone compatible apps could be down-loaded. The explosion o user-generated content a-

cilitated by the internet was no longer conned to theproduction o ‘content’ such as video and music. TheApp Store had expanded Apple’s development teamto include everyone with an interest in technology andan idea. The store now numbers some 30,000 appsand passed its billionth download in April 2009. Thisis proving lucrative or independent developers andApple alike, with iPhone apps only available throughiTunes. The man behind the iShoot game is reputedto have netted $600,000 in the rst month o avail-ability. As or Apple: with one billion downloads, owhich 30% are estimated to be paid-or at an averageprice o 99 cents each – we’re talking revenues osome $297m through the App Store, 30% o which isretained by Apple. And that’s not including the listingee charged to developers.

An ot-quoted statistic o unknown provenance yetextreme credibility states that ‘98% o creative direc-tors have an iPhone. 1% o actual people have one’.As with any new marketing medium, there are contro-versies. At a time in which economic adversity seesadvertisers less willing to take risks, especially when

they cannot be guaranteed scale, the benets o un-charted territories such as mobile applications are stillsomewhat hazy. Is the target audience large enoughto justiy the technological investment?

Thankully, the arrival o several other big players inthis space looks set to conrm the app as a mediumworthy o investment. Google’s Android Market has

got o to a slow start due to the absence o compatiblehandsets to rival the iPhone’s sleek design. However,the steady introduction o Android-riendly models, amore ubiquitous open platorm that promises to de-liver content regardless o manuacturer, the ast takeup o Android phones over the costlier iPhone in Asia,and a backer with a track-record in the establishment

o successul online hubs could make this a surerewinner. Meanwhile, Nokia’s Ovi – a content-sharingservice linking phones and the internet – is indicativeo a larger move towards convergent services or themanuacturer at a troubled time in its 144-year history(the company announced a 90% all in prots or therst quarter o 2009).

In this Contagious Special Report, we’ll be lookingat how the mechanisms work. Who’s taken the plunge.Who’s succeeded, and who has ailed. What benetsthere are or brands in engaging with this emergingspace, and how to build an app worthy o consumerattention. We’ll provide an overview o the consumerlandscape and mobile usage beore exploring some othe case studies we like best. We’ll look at the meteoricrise o Apple’s App Store and its oremost position inthis retail space, as well as the devices that are leadingthe way. We’ll also take a longer-term view on whereapps are headed – rom m-commerce and augmentedreality to their potential to improve our health.

The rise o the application represents a land grab

or the hugely valuable real estate in all o our pockets.Once we have an app or bar-hopping, recipe shop-ping, or blood pressure monitoring, it’s going to takean awul lot to have us switch. And i the internet hasproven that ‘pull marketing’ can engage and stimulatecommunities o loyal brand enthusiasts, mobile repre-sents a chance to apply those principles to more per-sonal relationships between brands and consumers.

STATS /

• Thereareanestimated30million

combined iPhone and iPod touch

users around the world

• TheAppleAppStorehadmore

than 35,000 applications at the endo April 2009

• iPhoneownersdownloadan

average number o 37 apps in totalto their devices, while G1 ownersdownload an average o 40

• Applepostedsecondquarter2009

prots o $1.21bn and $8.16bn insales

• Nokiahas41%shareofthesmart-

phone market

• TheiPhonegenerates33%ofall

smartphone trac worldwide

• 3Gsubscriptionsrose300%inthe

US in 2008

• Mobileinternetpenetrationisat

17% in the US, 16% in the UK,14% in Italy and 12% in France

• IndiaandChinaaddanaverageof

10m and 8m mobile subscribersper month, respectively





CHAPTERSCHAPTERS

11 /

CREDITS

10 /

REFERENCES

09 /

STATS

05 /

CASE STUDIES

06 /

APP STORES

07 /

DEVICES

08 /

FUTURE

01 /

INTRO

02 /

TIPS 1

03 /

TIPS 2

04 /

CONSUMERS

p.16

tant. The app quickly went to #2 in the Liestyle cate-

gory o the iPhone app store - impressive considering

there is a one-o 99-cent charge or downloading it -

and in April 2009 remains in the top 100 paid applica-

tions. What’s more, it also eatures advertising which

users are clearly happy to sit through in exchange or

the service which it provides.

The iFood Assistant urnishes consumers with tips,

recipes and consequent shopping lists (obviously

including Krat products), aiming to make cooking

quicker or those with less time on their hands, be it

busy mums or proessionals with hectic liestyles. The

7,000 recipes are broken down into various catego-

ries including meal time, ingredients and preparation

time - there are even step-by-step instructional videos

covering techniques rom chopping to seasoning.

In order to access these recipes, users must frst

log in, meaning that at any given time Krat can seehow many people are going ater what content - a

useul tool or gathering targeted inormation.

This is a real masterclass in branded utility rom

Krat - proving that i you make something useul

enough, consumers will be happy to not only be mar-

keted to, but what’s more, pay or the privilege AND

exchange personal inormation. O course, there is the

chance that users may embark on the recipes using

non-Krat products. However by covering every detail

rom shopping lists to store locators, even speciyingwhich aisle to buy the ingredients rom, it literally be-

comes more eort not to tow the line and buy Krat.

While Krat won’t reveal fnancials or total number o

downloads, the estimated revenues or the iFood As-

sistant are in the seven fgures.

There’s a similar app available or Betty Crocker.

A mobile version o the world-amous Betty Crocker

Cookbook, this iPhone app – which is ree to down-

load – provides 4,000 recipes. As well as searching

or specifc dishes, you can type in ingredients o let-

overs in the ridge, and the app will return recipes to

match. You can also tag avourite recipes and email

them direct to riends via your phone’s email unction.

GoodGuide /

Launched in September 2008, the idea behind inde-

pendent ‘or beneft’ start-up GoodGuide’s website is

simple; an online database o products that are rated

on the basis o how healthy, environmentally riendly

and ethical they are.

As well as the comprehensive web-based database,

GoodGuide extended the reach o the service by cre-

ating a ree iPhone/iPod Touch app that consumers

can use while out shopping.

The app lets you search and view inormation and

ratings or over 70,000 products, check the acts on

the product as well as its manuacturer, and browse

top rated products by category. Users can also cre-

ate, access and share shopping lists either online or

on the go.

With household budgets being squeezed by the

economic slowdown, consumers are making more

considered decisions about what they buy; price,while a actor, is not the only criterion by which these

choices are made. GoodGuide provides vital reassur-

ance to shoppers who simply want the acts about

what they are buying and this app is a neat piece o

utility or those wanting to make the right choices

while out and about.

mobile apps / branded apps / case studies

Betty Crocker /

GoodGuide /



CHAPTERS

11 /

CREDITS

10 /

REFERENCES

09 /

STATS

05 /

CASE STUDIES

06 /

APP STORES

07 /

DEVICES

08 /

FUTURE

01 /

INTRO

02 /

TIPS 1

03 /

TIPS 2

04 /

CONSUMERS

mobile apps / apps stores / p.26

Downloads rom the App Store on Apple’s iTunes sitereached a billion in April 2009, and the impact on Ap-ple’s revenues has been signifcant: app downloadsalong with strong iPhone sales contributed to the com-pany’s $8bn revenues posted or its fscal second quar-ter 2009, up almost 9% on the same quarter last year.

At the same time, competition is heating up in the app store spaceas challenger brands aim to eat into Apple’s leading market posi-tion. Notable launches into the consumer retail scene in the frst halo 2009 include BlackBerry (BlackBerry App World), Google (An-droid Marketplace), Samsung (Mobile Applications store), Nokia (Ovi app store) and Microsoft (Windows Marketplace).

‘Without a doubt other app stores can succeed,’ Alex Meisl, ceoo Sponge, told Mobile Entertainment in April 2009. ‘We shouldn’torget that while Apple has made great strides, its market share isstill pretty low. What Apple has done is raise the profle o handsetapps by making the process seamless and intuitive. It can only en-courage the others to work on their interaces.’

While it’s possible or these competitors to be successul withtheir retail oerings it’s important to keep in mind Apple’s uniqueadvantages: its premium brand; a single device; and a mature con-

tent distribution platorm through iTunes. Apple has also beneftedrom fxed-price data plans that encourage increased use o themobile internet. The competitive retail landscape is also likely tocreate conusion or new consumers who may be unable to buyrom outlets that their devices don’t support. Advertisers wishing todistribute their apps should assume that Apple will have the largestaudience reach or the oreseeable 12 months.

APP STORES06 / pages 26-30

Apple All-Time Top 20 Apps /

All-Time Top Paid Apps All-Time Top Free Apps

Crash Bandicoot Nitro FacebookMoto Chaser iPint

Virtual Pool Google Earth

Cro-Mag Rally PAC-MAN Lite

Flick Fishing Touch Hockey: FS5

Koi Pond Labyrinth Lite Edition

MONOPOLY Here & Now Lightsaber Unleashed

Super Monkey Ball Tap Tap Revenge

PocketGuitar Flashlight

iCopter ShazamPocket God Backgrounds

London Tube iBowl

Bejeweled 2 Crazy Penguin Catapult

Texas Hold’em Remote

Real Football 2009 BubbleWrap

Blocked Audi A4 Driving Challenge

Fieldrunners Darts

TETRIS eBay Mobile

iShoot Last.fm

iFart Mobile Movies

Source: Apple, iTunes, April 2009



CHAPTERS

11 /

CREDITS

10 /

REFERENCES

09 /

STATS

05 /

CASE STUDIES

06 /

APP STORES

07 /

DEVICES

08 /

FUTURE

01 /

INTRO

02 /

TIPS 1

03 /

TIPS 2

04 /

CONSUMERS

mobile apps / credits /

11 / pages 42

p.42

CREDITS

Published by Contagious Communications

Editorial Director

Paul Kemp-Robertson

Editorial Consultant

Noah Ko

Series Editor

Georgia Malden

Edited by

Lucy Aitken, Georgia Malden

ContributorsJohn Cecil-Wright, Icom / www.icomgroup.net

Alexander Fairax, Jeanie Media /

www.jeaniemedia.com

Illustrations By

Am I Collective / www.amicollective.com

Chellie Carroll / www.chelliecarroll.co.uk

Design

FLOK Berlin / www.fokline.com

Production

Smita Mistry, Ellie Kilburn, Dean Dorat

Contagious Communications

45 Foubert’s Place

London, W1F 7QH, UK

T: +44 (0) 20 7575 1981www.contagiousmagazine.com

Published in partnership with

Xtreme Inormation

T: +44 (0) 20 7575 1800

www.xtremeinormation.com

Xtreme Inormation is the market leader in the

provision o media Intelligence and competitive

advertising monitoring rom around the world.

Xtreme works with the majority o FTSE 100and Fortune 500 multinational companies, and

with every major advertising and media agency.

The company is backed by leading US media

investors, Veronis Suhler Stevenson.

www.vss.com

No parts o this publication may be reproduced, copiedor transmitted in any orm or by any means stored in anyinormation storage or retrieval system without the pub-lisher’s written permission. Where source material hasbeen reproduced the copy-right remains the property o thecopyright owner and material may not be reproduced in any

orm whatsoever without the owner’s prior consent.

Published April 2009

CONTAGIOUS SPECIALREPORTS /

This report is part o an ongoing series o Special

Reports produced by Contagious.

The series also includes reports on BrandedEntertainment, Mobile Marketing, Goodvertising

and Branded Utility.

For more inormation, call

+44 (0) 20 7575 1886/1882

or vist www.contagiousmagazine.com/shop

Branded Entertainment /

Goodvertising /

Branded Utility /

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Mobile Apps / Extract

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