BASIC S EXECUTING A C C E L E R AT I N G LEADING

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Mastering MAX TM is a step-by-step progression, from implementing
basic elements to developing advanced app experiences. Taking
Airship’s Mobile App Maturity Assessment is your first step. It’s how
you can measure & understand your current state of maturity and
learn how to deliver world-class experiences.

Many marketers have been trained to think about mobile apps the same way they approached email
marketing – as a promotional channel. But mobile isn’t a channel. It’s a distinct business environment,
with a unique ethos of respect and reward between brands and customers.

Making the most of this environment requires mastering mobile app experience, also known as MAX.

MAX is a disciplined way of engaging customers after they’ve taken the all-important step of down-
loading your app. And it’s harder than you think.

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Optimize The Customer App Lifecycle
Airship has been on the front lines of mobile apps from the beginning, working with thousands of lead-
ing brands and powering trillions of customer interactions.

That foundation helped us create the Airship Experience Platform (AXP), the only enterprise-class SaaS
platform that’s designed and built to help brands optimize the entire customer app lifecycle.

That lifecycle begins with discovery and acquisition delivered via our Gummicube App Store Optimization
(ASO) solution. Then it’s all about life after download™ – creating sustainable value through activation,
engagement and loyalty.

Customer App Lifecycle

ACQUISITION ACTIVATION ENGAGEMENT LOYALTY

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MAX Pre-Check
As eMarketer reports, app users produce 3.5x more revenue than other shoppers and are 3x more likely
to make a repeat purchase. In this new world order – where the app is the preferred destination – brands
have to learn to get app experiences right.

That requires understanding the customer app lifecycle

and what’s at stake in each phase — from discovery
and acquisition when the customer downloads the app,
to activation when the customer opens the app, to engagement
when the customer uses the app, to loyalty when the
customer comes back again and again.
It also requires app teams that are empowered and enabled to make real-time improvements. With AXP,
your app teams can learn what customers like and don’t like over time by experimenting with alternate
approaches. They can ask customers directly what’s important and why. And they can discover what’s
needed to make life after download a rich and rewarding experience for everyone involved.

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Chasm of No Return
Most brands have a long way to go to master MAX. Some are just starting out, and even leaders have
room for improvement. The most challenging part of the MAX lifecycle is the chasm of no return.

7
14

30

According to data from Apptopia and others, app downloads have increased every year for the last three
years. But in that same period, app retention rates have barely budged. The pattern is probably familiar
to you: customers depart after 7, 14 and 30 days – and never come back.

The C H A S M of NO RETURN™

ACQUISITION ACTIVATION ENGAGEMENT LOYALTY

To keep customers engaged, brands need to implement a series of individually curated, timely and
impactful experiences – such as feature tours, VIP rewards and special access – that deliver on the
promise of the app’s value proposition. The desired outcome is to drive customers to take high-value,
repeated actions beyond the initial download to move them closer to loyalty.

Setting up the infrastructure to perform these functions requires a platform for experience management,
such as Airship’s AXP.

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6 MAX Dimensions
To cross the chasm and engage customers, you need to master six functional and operational dimen-
sions of MAX. You’ll see later how these dimensions help (1) assess where you are in your MAX maturity
and (2) provide you with a framework for recommendations on logical next steps.

Audience Growth

How healthy is your app audience and how much of a priority is growing that audience
to your business?

In-App Experiences

In-App Experiences - How organized is your engagement strategy? Are you coordinating
messages across the customer journey to facilitate in-app experiences?

Personalization

How do you collect, organize and leverage customer insights into curated,
individualized experiences?

Automation

Are all your experiences individualized to meet users in-moment? Or are you simply
leveraging segmentation and automation to create experiences?

Experimentation

How well are your current messages, app experiences and app UX are driving your
desired outcome? Are you testing and optimizing to quantify the impact?

Orchestration

To what extent have you established cross-channel collaboration and a single view
of the customer to enhance the overall customer experience?

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4 Levels of MAX Maturity
No matter what level you’re at or how good you are in any of the six MAX dimensions, there is always
room for improvement. Continually. That’s the reality of a world that’s operating at the speed of mobile
apps. The four levels of MAX maturity are Basics, Executing, Accelerating and Leading.

LEVEL 1 – BASICS LEVEL 1 – EXECUTING LEVEL 1 – ACCELERATING LEVEL 1 – LEADING

Your app has yet to You’re in the early levels It’s clear your app You’re a mobile-first
become a business of mastering MAX. is a priority customer organization, MAX is
priority, but you’re not destination with a a top business priority
alone! strong value and the customer is
proposition. at the center of
everything you do.

Your app has huge Your app is becoming You continually test and Your mastery of MAX
potential but is not a priority customer optimize your growth allows you to create
currently treated as a destination within your strategy, from App Store curated, automated
priority destination business and you’re Optimization (ASO) to interactions based on
or your customers. already taking steps cross-channel promotion customer-provided
With only limited cross- to grow your audience. and value analysis. insights, driving
channel promotion, However, you could predictable outcomes.
App Store Optimization significantly improve your
and knowledge of the mobile app experience
effectiveness and value and attributable value
of the app and its users, with a little more focus.
there’s a lot of room
for improvement.

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Plot Your Position
Airship’s Mobile App Maturity Assessment is a tool you and others on your team can use to determine
your current level of competence in each of the dimensions of MAX. That’s a critical reality check for
your mobile app business.

Mobile App Experience Maturity Assessment Profile Maturity Assessment results

Maturity Assessment
Now, tell us how the descriptions in the left column align with your brand’s mobile app performance, where 1 = strongly disagree and 5 m= strongly agree.

App Growth In-App Experiences Personalization Automation Experimentation Orchestration

Strongly disagree Strongly agree

1 2 3 4 5

To identify each customer, we use a persistent user-identifier that aligns with mobile and other
channels across the enterprise.

Our in-app preference center collects explicit user preference data for our mobile app and other
communication channels.

Our customer data is updated automatically.

We regularly segment our audience for messaging and in-app experiences using a combination of
behavioral and customer-provided data.

We leverage a variety of customers data (demographic, preferences, behavioral, location, etc.)

to deliver personalized in-app experiences and contextual messages.

Back Next

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Your Score/s
Your maturity scores tell you exactly where you are on your way to mastering MAX. You’ll receive a score
for each MAX dimension, plus an overall maturity score.

The Four Levels of MAX Maturity: Basics / Executing / Accelerating / Leading

Your Overall Maturity Level (Average Scoring of Dimensional Levels)

There are 6 Dimensional Categories

Used in this Assessment to Define Maturity

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Recomendations
Once you have your scores in hand, you’ll have a starting point for mastering MAX. Which means you’ll
be able to think about how you’re going to advance to the next level.

Airship can help you make that happen. We’ll deliver a set of recommendations based on your current
state of maturity for each MAX dimension. These recommendations are the logical next steps that will
help you advance forward and increase your capabilities.

App Growth In-App Experiences Personalization Automation Experimentation Orchestration

App Growth In-App Experiences Personalization Automation Experimentation Orchestration

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Airship Strategic Services
With our recommendations, you’ll have your work cut out for you. Airship Strategic Services can guide
you by helping to develop an implementation checklist, following up with suggestions and tracking your
progress.

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EXPONENTIAL
POTENTIAL
A mobile app can drive crazy growth if you get it right. That’s exactly what some of the world’s most
successful brands are doing – mastering MAX™ – to create exponential value for both customers and brands.

How do they do that? Incremental improvements with MAX.

Take the Mobile App Maturity Assessment to see where you are, and get tailored recommendations for your
biggest opportunities for improvement.

We’re here to help.

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About Airship
At the dawn of mobile apps, Airship powered the first commercial messages and then expanded its data-
led approach to all re-engagement channels (mobile wallet, SMS, email), app UX experimentation, no-code
native app experience creation and App Store Optimization (ASO).

With the Airship App Experience Platform and Gummicube’s ASO technology and expertise, brands now
have a complete set of solutions to optimize the entire mobile app customer journey – from the point of
discovery to loyalty – driving greater value for everyone involved.

Having powered trillions of mobile app interactions for thousands of global brands, Airship is proud to be
at the forefront of what has become the digital center of customer experience, loyalty and monetization
– mobile app experience (MAX).

No one knows more, does more, or cares more than Airship when
it comes to helping brands master MAX.
For more information, visit AXP (App Experience Platform), MAX (Mobile App Experience),
and www.airship.com Also, read our blog or follow us on Twitter, LinkedIn and Facebook.

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App Experience Platform

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