to be or not to be mobile? - baltimore | mindgrub · • samples of apps you could build for your...
TRANSCRIPT
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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 :: 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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