craver
TRANSCRIPT
@ryanmcraver
Keynote Interview: Beacons Chuck Martin & Ryan Craver – November 3, 2014
@ryanmcraver1 Pocketgamer.biz iOS App count by month.2 Adjust, “Birth, life and death of an app,” July 2014.
Approximately 1.2mm apps and games are available in the iOS
store
Ineffective app discovery/search and
the overwhelming selection has led to
80%2 of apps becoming “zombie apps”
Month & Year
App/
Gam
e Av
aila
bilit
y Co
unt
Total iOS Active Apps & Games1
Apps Games
App selection is overwhelming making it difficult and expensive for apps to gain scale
@ryanmcraver1 Fiksu, “Cost per Loyal User, 2012 – 2014”
Cost of acquiring a loyal app user was up
34% YoY to $2.25
The cost of acquiring a loyal app user
continues its upward slope since being tracked in 2012
Cost per Loyal iOS App User1
The cost of acquiring loyal app users continues to rise
Jan-12
Mar-12
May-12
Jul-12
Sep-12
Nov-12
Jan-13
Mar-13
May-13
Jul-13
Sep-13
Nov-13
Jan-14
Mar-14
May-14
Jul-14
Sep-14
$-
$0.50
$1.00
$1.50
$2.00
$2.50
@ryanmcraver
Customer engagement continues to evolve
GEO PUSH PERSONALIZEBEACONS
Engage customers through beacons based on
progression through store
Conversion: Medium
Geolocate customers based on proximity to
store
Conversion: Low
Engage customers through personalized offers using
browsing/clipping/purchase behavior
Conversion: High
BANNERS
Promote offering or coupon through banner
adds or associated search results
Conversion: Low
Beacons are driving highly personalized, intent based content and advertisements
@ryanmcraver5
Across the 10 locations in US and Canada, coupon redemption rates exceeded all other promotions (initial pilot drove 57% open rate and 29% offer conversion rate)
Initial results are positive and promising for the next catalyst
Further Catalysts to Drive Adoption
Educate, educate, educate
Mega-app(s) adoption
Brand(s) adoption
Additional beacon use cases (social, checkout, etc.)
@ryanmcraver
Keynote Interview: Beacons Chuck Martin & Ryan Craver – November 3, 2014