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*53% of people reach for their mobiles the first thing in the morning Key Implication: Mobile is now the first screen of choice. In fact, 50% of people in Asia access the web primarily or exclusively via their mobile phones
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
*Over 60% of smartphone owners used their mobile phones to make local searches. 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
OWNS A TABLET?
*31% of Singaporeans own a tablet. Globally, more web traffic from mobile devices are coming from tablets than from mobile phones (Adobe Study) Key Implication:. Brands need to ensure that digital/mobile experiences are designed and optimized for multiple devices
TAKEN A PICTURE OF YOUR FOOD, 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. 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.
*4 out of every 5 mobile minutes are spent on apps (vs. a mobile browser)
A STRAW POLL
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
On average
8
Thats 16%. Which means that there are a lot of apps that people dont use. In fact, only 26% of smartphone users use an app more than 10 times.
No surprise: Social/communication apps used the most often and on a daily basis
A CLOSE THIRD
Mobile users also want something fun to entertain them, especially during their me time which makes up of 46% of their total time spent on their mobile devices
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)
A variety of utility apps that help consumers solve a problem or save time
Consumer Need
Technology Solution
Killer App
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
NIKE PLUS
http://www.youtube.com/watch? v=BSWeAUA4uVk
UNIQLO WAKE UP
http://www.youtube.com/watch? v=9kQCeAxe_aI
http://www.youtube.com/watch? v=M9v9HpR4qTU
http://vimeo.com/44351185
* 69% of users will develop a negative impression for a brand if their app is not useful or easy to use
Hybrid vs. Web vs. Native User Interface Adapt to a users needs Monetization
* Oreo developed a mobile game that mimicked the brand behavior in which people consume Oreos (Twist, Lick, Dunk). The game contains in-app purchases as well as mobile ads which provide additional monetization opportunities to Oreo. It has had over 2 million downloads in just a few months and generated over US$50,000 in ad revenue
IN SUMMARY 1. Objective, strategy then tactics 2. Make your app great 3. Build to live, not to die
Thanks!
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