Marke&ng & Mobile April 2013
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Appcessorize Everything!
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There are 6.8 billion people on the planet.
Only 3.5 billion of them use a toothbrush.
4 billion of them use a mobile phone.
hBp://www.slideshare.net/HubSpot/50-‐mobilefactsdeck62812
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hBp://www.slideshare.net/HubSpot/50-‐mobilefactsdeck62812
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81% of smartphone users have done product research via smartphone.
50% have made a purchase with one.
hBp://www.slideshare.net/HubSpot/50-‐mobilefactsdeck62812
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9 out of 10 mobile searches lead to acFon...
… and over half lead to purchase. hBp://www.slideshare.net/HubSpot/50-‐mobilefactsdeck62812
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70% of mobile searches lead to acFon within one hour.
It takes one month for the same percentage of desktop users to catch up.
hBp://www.slideshare.net/HubSpot/50-‐mobilefactsdeck62812
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43% of marketers currently use mobile technology
Another 25% plan to do so within the next 12 months, and 16% plan to do so in more than 12 months.
Only 15% of marketers have no plans to use mobile technology.
hBp://www.slideshare.net/HubSpot/50-‐mobilefactsdeck62812
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Growing mobile ad spending
The Interac&ve Adver&sing Bureau (IAB) reported that mobile adver&sing spending officially surged 111% in 2012 Ballooning to $3.4 billion last year, marking the second consecu&ve year of drama&c mobile growth
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Mobile ads perform
4-‐5 Fmes beRer than online ads in key metrics such as brand favorability awareness, and purchase intent.
hBp://www.slideshare.net/HubSpot/50-‐mobilefactsdeck62812
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16% of smartphone users made a purchase because of a markeFng message received on their phone
hBp://www.slideshare.net/HubSpot/50-‐mobilefactsdeck62812
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Mobile coupons receive
10 Fmes higher redempFon rates than print coupons.
hBp://www.slideshare.net/HubSpot/50-‐mobilefactsdeck62812
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“It’s mine”
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Gaming “61% of smart device owners play games and on average spend 30-‐60 minutes a day doing so” “The typical gamer ranges from 13-‐55”
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Banners & Splash Screens
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Product placement
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In-‐game video
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Product/Service Engagement
Virtual & Real World
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Web is Dead!
The app has won!
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Businesses going mobile and not the mobile business
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ApplicaFons are exploding across industries
Publicly Available Apps (End 2012)
Automo&ve Industrial Media Hotels 0
50
100
150
200
250
No. of A
pps
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The value of apps
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Brand value of apps
• M-‐commerce • CRM • Drive to retail • Brand awareness • Lead genera&on • Internal opera&ons • Event support
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Who’s doing well?
RedBull Apps -‐ Entertain
Nike+ App Tesco’s Home Plus
Wrapp – hot new Facebook/voucher app service
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How many apps?
Device No. of Apps Revenue
Apple (iOS)
775,000
Apple’s mobile app downloads grow 11% in Q1 2013, revenues hit $1.6B (74% of all app revenues)
Android
700,000
Google play app revenue grow by 90%
Windows
130,000
Blackberry
100,000
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Even handset manufactures bet on apps
• Nielsen claims there are 41 apps per device on average
• BlackBerry’s App World now
touts 100,000 BB10 applica&ons
• BlackBerry claims 30,000 applica&ons were added in the last couple of weeks. Each day BB10 early adopters are waking up to new apps with just 20% Android apps.
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Angry Birds
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Trends
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A Single Hotel • 18+ apps • 1M+ Downloads
Universal Remote Control
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New payment technologies being adopted
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LBS
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GamificaFon
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Trend Example “Video”: why it maRers
Video is a core component of the booking and travel process Online Video becomes key feature Videos along the whole planning process
Video for Sharing
Sources: Think Travel.
10M Downloads
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Augmented Reality
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EvoluFon is rapid Augmented Reality
Augmented Reality
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Connected Home, Connected Devices
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You can either appcessorize it Or Api-‐fy at the core
You sFll need to manage Partners, Apps and API’s
A Single Product: a Lightbulb
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Developer: Chris Chow
Hong Kong Weather App
Using mulFple APIs
Hong Kong Weather accesses the data from Hong Kong Observatory and Environmental Protec&on Department, tells you the current Hong Kong weather with more frequent update and more accurate data.
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Connected Cars
Spo&fy integrated into Ford Car System Volvo -‐ Sensus connected touch system
Audi can make your car a Wi-‐Fi hotspot Tesla’s huge touchscreen wows the crowd
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For a whole Industry: AutomoFve You can either appcessorize it…
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For a whole Industry: AutomoFve Or Api-‐fy it at core…
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For a whole Industry: AutomoFve And then you need to manage Partners & Apps
ApplicaFons Partners
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OpFons for Scale BUILD e.g.
Developed by 3rd parFes
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Number of Apps
Complexity
Comes with Complexity -‐ brand damage -‐ increased cost -‐ longer &me to market -‐ IP leakage.
ApplicaFon diversity
Number of Plalorms Number of
Languages
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Exicon – App LifeCycle Management Company
Exicon is the core plaqorm providing intelligence, tools and connec&ons to unlock the full poten&al of mobile technology to support business growth.
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And we have a SaaS Plalorm to support your apps
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Our Customers
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EXICON App LifeCycle Method
Your software Your ROI
Your strategy Your software evolution
Finding you the best developers & project managers for your sorware
What do you need?
Get it in the right place and drive users to download your app.
How did you do? How could you do beBer?
Get your somware
Mobility strategy
Downloads & Engagement
Control & monitor assets
DEFINE
BUILD
ENGAGE
MEASURE
Exicon’s App LifeCycle Process
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Define
• What are your company’s main objec&ves?
• Can mobile support it? • If so what do you want to achieve? • Who are you trying to reach? • Where are they? • What devices do they use? • What could you do? • What are your compe&tors doing? • What does success look like to
you?
What do you need? Mobility strategy DEFINE
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Build
• Who should be building the app
for you? • Do they have the right skills and
experience? • Are they able to evolve with you? • Are you able to store your cri&cal
project needs? • Who will project manage it? • Are you up to date with news
about your developers? • Where are you going to securely
store all the assets?
Finding you the best developers & project managers for your sorware
Get your somware BUILD
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Engage
• Are you in the relevant app
stores? • Is your social media driving
downloads? • Are you getng real engagement? • Are you using in-‐app promo&ons? • Do you have all your digital
content under your control? • Are you engaging your end-‐users
through your apps?
Get it in the right place and drive users to download your app. Downloads & Engagement ENGAGE
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Measure
• Are you measuring the right things?
• Are you really getng the ROI you planned?
• Are you reaching the right people? • Are you achieving your business
objec&ves? • How could you improve? • Is your app where it should be? • Are the services you are using
providing what your app needs?
How did you do? How could you do beBer?
Control & monitor assets MEASURE
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FOUNDER & EVP
Cat Rust
WEBSITE www.exiconglobal.com
Transforming business by Application