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A QUICK POLL

A SHOW OF HANDS, HOW MANY OF YOU…

WOKE UP THIS MORNING TO THE ALARM ON PHONE?

“I hate my new phone. It keeps waking me up in the morning”
*54% of smartphone users use their phones in place of an alarm Key Implication: Mobile phones are the first and (probably) the last thing you interact with daily

In fact. 50% of people in Asia access the web primarily or exclusively via their mobile phones .CHECKED THEIR PHONES IMMEDIATELY AFTER WAKING UP? *53% of people reach for their mobiles the first thing in the morning Key Implication: Mobile is now the first screen of choice.

HAS SCANNED A QR CODE BEFORE? Rise in the use of QR codes in Singapore over the last 2 years Key Implication: Consumers are becoming more sophisticated in their use of mobile technology .

And 70% of them make a decision in the same day (as compared to 30% on a PC) Key Implications: The right message at the right place and time can trigger consumer action .SEARCHED FOR SOMETHING USING YOUR MOBILE WHILE IN-STORE? *Over 60% of smartphone owners used their mobile phones to make local searches.

OWNS A TABLET? *31% of Singaporeans own a tablet. Brands need to ensure that digital/mobile experiences are designed and optimized for multiple devices . Globally. more web traffic from mobile devices are coming from tablets than from mobile phones (Adobe Study) Key Implication:.

TAKEN A PICTURE OF YOUR FOOD. . This presents a great opportunity for brands as consumers are engaging with their mobile devices in a way that would allow us to better connect with them. UPLOADED IT ONLINE BEFORE START YOU EATING? Some people spend more time documenting their lives than living it All these highlight a shift in how we behave with our mobile devices.

SMARTPHONE IS OUR SWISS ARMY KNIFE The ultimate convergence of devices because of apps “Always with you” .

LET’S TALK ABOUT… HOW MOBILE APPS* CAN BE USED FOR SALES AND BRANDING *4 out of every 5 mobile minutes are spent on apps (vs. a mobile browser) .

WHAT MAKES A GREAT MOBILE APP? .

A STRAW POLL .

RESULTS: APPS ON PHONE On average The Most 50 200 *Nielsen did a survey in the US and found that most people had about 41 apps on their phone .

In fact. .RESULTS: APPS ACTUALY USE WEEKLY On average 8 That’s 16%. Which means that there are a lot of apps that people don’t use. only 26% of smartphone users use an app more than 10 times.

UNSURPISING RESULTS: TOP USED APP No surprise: Social/communication apps used the most often and on a daily basis .

especially during their “me time” which makes up of 46% of their total time spent on their mobile devices .A CLOSE THIRD Mobile users also want something fun to entertain them.

WHO REMEMBERS THIS? This reminds us that a mobile app needs to achieve two goals: Interesting enough to get downloaded (Gimmicks are fun) Useful enough to ensure they use it over again and again (Helps me solve a problem) .

BRANDED APPS USED A variety of utility apps that help consumers solve a problem or save time .

GREAT MOBILE APPS HAVE: Brand Utility “Make my life easier” Time Savers Brand Experiences “Entertain me” Brighten My Day With Fun .

THREE RULES WHEN MAKING APPS .

RULE 1: DON’T USE TECH FOR TECH SAKE .

START WITH THE CONSUMER Consumer Need Brand purpose / Business Objective Technology Solution Killer App .

RULE 2: NO ONE KNOWS. NO ONE DOWNLOADS Paid Media Earned Media Owned Media App Launch * Study by Deloitte show that 80% of branded mobile apps have been downloaded less than 1.000 times One of the top reasons cited was because they were not promoted well .

RULE 3: KEEP THEM COMING BACK Standard Chartered Bank: The Good Life App .

SOME BRANDS THAT HAVE DONE IT WELL .

com/watch? v=BSWeAUA4uVk .NIKE PLUS http://www.youtube.

com/watch? v=9kQCeAxe_aI .UNIQLO WAKE UP http://www.youtube.

youtube.WESTPAC IMPULSE SAVER http://www.com/watch? v=M9v9HpR4qTU .

com/44351185 .IN STORE: MEAT PACK HIJACK http://vimeo.

REMEMBER: BAD APPS HURT BRANDS * 69% of users will develop a negative impression for a brand if their app is not useful or easy to use .

MAKING A GREAT APP •  Planning & Insights –  Define objectives –  Know your customers •  Hybrid vs. Native •  User Interface •  Adapt to a users needs •  Monetization . Web vs.

MONETIZATION: OREO TWIST LICK DUNK * Oreo developed a mobile game that mimicked the brand behavior in which people consume Oreos (Twist. It has had over 2 million downloads in just a few months and generated over US$50. Lick. Dunk).000 in ad revenue . The game contains in-app purchases as well as mobile ads which provide additional monetization opportunities to Oreo.

  Make your app great 3.IN SUMMARY… 1.  Objective.  Build to live. not to die . strategy then tactics 2.

.THINK 365. NOT 360 Mobile apps provide businesses the unique opportunity to be omnipresent in a consumer’s life everywhere he/she goes. every single day. mobile apps allow us to give our customers a reason to love our brand 365 days a year. providing we give them a reason to allow us in their lives Unlike traditional communications where we try to surround consumers with 360 degree advertising at every touch point.

com/ http://digitallabblog.sg @intersphere http://themobileworkblog.com/ Content on this document is licensed under Creative commons attribution 3.org/licenses/by/3.com.Thanks! vincent.teo@proximity.0/ .0 license http://creativecommons.