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To Be or Not To Be Mobile?

Todd MarksCEO

Todd.Marks@mindgrub.com@mindgrub

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• Overview of Mobile Market Place• Samples of Apps you Could Build For Your Business• Mobile Marketing• The Development Process High-Level Overview• Native vs. Mobile Web• 6 key steps to mobile App success• How to submit your App to the store(s)• Common reasons an App can get rejected• How to monetize your App• How to gain users• How to distribute your App• How to keep users engaged and retained• The Internet of Things• The Future of Mobile

How To Leverage Mobile For Your Organization

This session will cover the following topics:

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6 Key Steps To A Successful App

Mobile Market Trends

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Convergence of Technology

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Growth of the Gadget

http://conmoz.org/mobile-

trends/mobile-devices-3g/?lang=en

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Tablets Entered The Enterprises in 2011

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Tablets In The Enterprise

Customer Support

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Case Study :: GEICO Customer Support

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Case Study :: DELL Customer Support

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Case Study :: Yamaha Customer Support

Data Visualization

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Data & Reporting :: Blue Sky Factory

Reporting & Metrics key to determining ROI

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Data Visualization :: Total Baby

User Generated Content

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News Media

Dawn of the Social Consumer

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•Tweet…. ReTweet•Like•Share•Check-in•Group Buy•QR Code Scan•RFID•Augmented Reality(Nov 3, 2010, Fast Company)

The Dawn of the Social Consumer

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The Dawn of the Social Consumer

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Augmented Reality :: GEICO

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Case Study: GEICO Tailgate

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Case Study: GEICO Tailgate

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LBS & Augmented Reality

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Case Study :: 600Block

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Convention & Visitors Associations

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Case Study :: UNLV Alumni Association

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Case Study :: Sonoma County, CA

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Case Study :: University of Md (UMBC)

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Johns Hopkins > Wayfinding

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Yamaha > Dealer Locator

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viaPlace - Augmented Reality

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viaPlace - Augmented Reality

ECommerce

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iPad Applications :: ConnorNYC

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MyMakeup101

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Order Up

Tablets

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iPad Applications :: FORBES

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iPad Applications :: GEICO Glovebox

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iPad Applications :: Netapp Salesman App

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iPad Applications :: Admiral

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iPad Applications :: KPSS Salesman App

eLearning

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Discovery Kids, Scuba Adventures

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UMBC – Instructional Systems Dev App

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UDL Links :: Resource Finder

Production

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Native vs. Mobile Web

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Native vs. Mobile Web (Facebook)

Facebook’s move to a native app• Faster

performance• Use of native

controls• Offline storage

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1) Start small, with a clear vision

2) Do your research

3) It's all in your name -- and your brand

4) See if a DIY solution will really meet your needs, and get ready for the next steps

5) Know how to hire a developer

5 Steps To Get Started

http://www.huffingtonpost.com/2011/10/14/building-apps-for-your-business_n_1011681.html

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Mobile Development Process

Monetization

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Download Cost

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Why Pay? – Clickz Stats

• Expanded features and capabilities

(77 percent)

• Remove ads (44 percent)

• Trial expired (35 percent)

• To support the developer (22 percent)

• Curiosity (16 percent)

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Mobile Ad Frameworks

Google AdSense

Millennial Media

iAd

AdMob

Brightroll

Greystripe

InMobi

Jumptap

MdotMSAY Media

ZestADZ

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“Freemium”

• Free To Play. Costs to unlock additional content

• Apple, Android and Amazon all Keep 30%• Barnes and Noble most likely will do the same

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Subscription

• Similar to Freemium which uses and In-App Purchase

• Apple, Android and Amazon all Keep 30%

User Acquisition

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iPad Applications : GEICO Glovebox

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Case Study :: Discovery Kids

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Case Study :: Escape From Detention

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User Acquisition

• Can no longer just stick it in the store• Good SEO practice with

Social Media Marketing • Dark Art of “App Store Optimization.”

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How Do They Find It – Clickz Stats

• Categories (57 percent)

• Search (57 percent)

• Featured - new (52 percent)

• Top 25 overall (52 percent)

• Features - what's hot (48 percent)

• Featured - personalized recommendations

(e.g., Apple's Genius) (18 percent)

• Ads in other apps (12 percent)

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Incentivized User Acquisition

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Value of Paid Installs

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Value of Certain Users

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Mobile Ad Frameworks, Flurry

Google AdSense

Millennial Media

iAd

AdMob

Brightroll

Greystripe

InMobi

Jumptap

MdotMSAY Media

ZestADZ

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Magic Numbers

Top 25 in Appstore

• 40-50k downloads in 24-48 hours

• 1:.75 or 1:1 Organic uplift per incentive

Ad Revenue

• 100k total downloads

• 50k MAU’s (Monthly Active Users)

• Monthly ad revenue

Users

• Lifetime Value

• IAP (In-App Purchases) rate

Mobile Marketing Methodology

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Mobile Marketing Methodology

A Good Mobile Marketing Campaign1:

• Know your audience

• Establish your budget in advance

• Choose How to deploy your mobile marketing message

• Build Long-Term Relationships

1http://www.business2community.com/mobile-apps/how-to-create-mobile-marketing-campaigns-that-win-0225899

QRcodes

SMS

In-App Advertising

Social Media Integration

Marketing Apps

Native Apps

Mobile Web

Augmented Reality

Mobile Gaming

Ecommerce

Discount and Specials

LBS / Tours

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Mobile Marketing ROI

The steps to achieve a solid ROI on a mobile marketing initiative are as follows:

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Mobile Marketing Steps to Measure ROI

1) Establish - a Baseline to measure results2) Create an Activity Timeline

Activites, Social Data, Web Data, Transactions

3) Monitor – Sales RevenueHow often customers make transactions.

How many customers you are reaching.

How much customers are spending.

ROI =Cost of Investment

(Gain from Investment - Cost of Investment)

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Case Study :: GoEnglish.me

Distribution

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Distribution

• iOS Apps Must go into the App store• Amazon and Kindle Apps must go into

their respective stores• Google Apps can be distributed a number

of different ways including Email, posting onwebsite and several 3rd Party distributionchannels.

• 3rd Party Distribution Channels include: Amazon, GetJar, AppBrain, Appsfire to name just a few…

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Mobile Gaming Explosion

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The Rise of 3rd Party Frameworks

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Welcome to the Social Game Layer

Engagement & Retention

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Engagement & Retention

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Loyalty Matrix

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Retention Solutions

Clever gameplay solutions

for retention problems

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Trends in Retention

• Social network layers for games and apps

• Games as a service model, the

“minnow/whale” balancing act

• Artificial barriers

• Time warping Donuts

• Soliciting for “Lives” on Facebook

• Daily allotment of tokens to play

• Incentives too (login bonus)

• User segmentation

• Featured achievements

Analysis

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Analysis

• Flurry• Google

Analytics• Appboy

The Future of Apps

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More Convergence

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Convergence- Bigger, Better, Faster, Social

• Social/Network

game play

• Upgrades in

hardware

• Network

Upgrades

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Convergence- Location Based Mobile Social

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History Repeating Itself

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Genre Innovation

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Genre Innovation

Product Innovation

Product Innovation

Product Innovation

SIMPLE CASUAL SOFTWARE

INNOVATION

HARDWARE

INNOVATION

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History Repeating Itself

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Genre Innovation

Product Innovation

SIMPLICITY SOFTWARE

INNOVATION

HARDWARE

INNOVATION

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Innovations in Wearable Tech

• Google Glasses

• iWatch

• Oculus Rift

• Myo Thalmic Labs

• Tobii Eye tracking

AUGMENTED REALITY & BLUETOOTH PAIRED ACCESSORIES

The Internet of Things

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Questions?

Todd MarksPresident & CEO

todd.marks@mindgrub.com@mindgrub