marketing your mobile apps

MARKETING YOUR MOBILE APPS

打造至HOT手機應用程式(Apps)

http://www.4d.com.hk 1

Eric Tang

Business Strategy Director Product Director

Part-time Teacher in Nanjing University

Young Entrepreneurship

Mobile App, New Media and Digital Publishing

Founding President of Hong Kong Young Entrepreneur Alliance

Co-Founder of Startup Leadership Programme (Hong Kong Chapter)

Co-Founder of AppGreen Limited

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Make Friends with

• We have 50 talents in local team and over 100 people in global team

• Supporting region: Hong Kong, China, the Philippines, Taiwan and Canada

• We have full team in account servicing, project management, technical and creative work

• In 2010 to 2012, we developed over 150 mobile apps, 100 websites, 50 mobile websites and managed over 50 mobile & social media campaigns

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Mobile & Social Application

• iOS, Android App

•Mobile Web & Game

•Web and Social App

•Facebook App

•Augment Reality Solution

• Indoor Positioning

•LBS Solution

mCommerce

•mCommerce Strategy

•Mobile Shopping & Commerce Solution

•Mobile Payment

•Social Commerce

•O2O Marketing

New Media Marketing

•Digital Strategy

•WOM Marketing

•CPC, CPA & Mobile Advertising

•Social Media Marketing

•Digital Campaign Management

•eDM Management

•Digital Analytics

Digital Publishing

• iOS & Android eBook Publishing

•Enterprise Digital Publishing

The winner of 2011 Red Herring Asia 100

Top 100 Growth Award of Asia Brand

7 Kam Fan Awards 2012

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GLOBAL MOBILE TRAFFIC

GROWING

MOBILE INTERNET TRAFFIC SURPASSED DESKTOP INTERNET

13% MOBILE TRAFFIC

GROWING IN 11/12 http://www.4d.com.hk 5

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MOBILE WHY

1MILLION SMARTPHONES

SOLD DAILY

50% OF DATA IS NOW CONSUMED

ON MOBILE DEVICES AND GROWING

66% ROUGHLY TWO-THIRDS OF AMERICANS HAVE

AN APP DEVICE

80 MINS MOBILE USERS SPEND 80 MINUTES IN APPS

EVERY DAY

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Preferring Messages

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Actions Taken

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Reasons to Click Ads

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App Content ever Clicked

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Modern Shopper’s Expectation

• Special shopping experience

• Get exclusive discount

• Shopping anytime anywhere

• Buy products with stories

• Share shopping experiences

• Instant access to expertise

• Wants to be offered a prefect match

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0 10 20 30 40 50 60 70 80 90

China

Taiwan

UK

USA

Percentage

Co

un

try

What Smartphone users usually do with their phones?

Smartphone owners Used online/mobile

shopping coupons

Smartphone owners Accessed a social

network

Smartphone owners Searched for

restaurants/pubs

Smartphone owners Purchased a

product/service

Smartphone owners Product search

Smartphone owners Browsed the Internet

Smartphone owners Used an application

Smartphone owners Tethered to a

computer

Traditional retailers have been facing serious challenges recently

Source: http://www.flickr.com/photos/unav/4118995807/sizes/z/in/photostream/ http://www.4d.com.hk 13

Traditional retailers have been facing serious challenges recently

85% of US consumers are expected to use their phone while shopping in-store in the 2012 holiday season Source: http://www.flickr.com/photos/ljrmike/6981556406/ http://www.4d.com.hk 14

41

60

69

65

0 10 20 30 40 50 60 70 80

China

Taiwan

UK

USA

Has ever purchased on smartphone

Smartphone owners No

Smartphone owners Yes

Traditional retailers have been facing serious challenges recently

Source: http://www.flickr.com/photos/nrkbeta/3905907681/sizes/z/in/photostream/ http://www.4d.com.hk 15

Source: Mobile Commerce Guide of ebiDigital

Mobile Conversion Funnel

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Tips for Gaining Mobile Data - 1

• Google Mobile Planet

– http://www.thinkwithgoogle.com/mobileplanet/en/

– A regular survey for different countries starting in 2011, this enables you to prepare your own reports.

• ITU

– http://www.itu.int/ITU-D/ict/

– The International Telecoms Union data reports mobile usage including mobile broadband subscriptions to show growth in use of mobile. This reported at country, continent and overall levels, so is the best overall source for mobile penetration worldwide.

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Think with Google, Mobile Planet

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ITU

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Tips for Gaining Mobile Data - 2

• Xyologic app download reports

– http://www.xyologic.com/app-downloads-reports

– This is a great source for showing the overall level of app usage across the four major mobile app platforms by country and drilling down into the popularity of individual apps for different sectors like retail, banking and travel. Around 30 countries are covered

• Flurryblog

– http://blog.flurry.com

– For specific reports on trends in app usage. For example, this recent compilation of app usage shows the dominance of games and social networking and the potential of utilities.

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Tips for Gaining Mobile Data - 3

• Comscore Digital Future Series

– http://www.smartinsights.com/marketplace-analysis/customer-analysis/new-free-worldwide-digital-media-statistics-reports-starting-with-uk-us-and-europe/

– Comscore is one of key worldwide sources useful for marketers to help us find out about the changes in use of mobile media by consumers.

• Ofcom Internet usage report

– http://www.smartinsights.com/marketplace-analysis/customer-analysis/new-internet-usage-report/

– Ofcom’s seventh International Communications Market

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ELEMENTS NEED FOR BUILDING AN CHARMING APP

What is your purpose?/ What kind of result do you expect?

Design for your target group/ Imagine the user scenario

Highly leverage on what a smartphone can do A user-friendly experience/ Think what your

customers think/ Don’t plan too much Launch the app smartly and how to maintain

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FUMET Framework

Fluent in manipulation

User Experience

Marketing

Extendable

Targeting

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What is your purpose? /What kind of result do you expect?

It is NOT a small/mini version of your website Branding-based/Transaction-based/Campaign-

based Who do you want to attract?

Newbie to your company Non-loyal clients Loyal clients

Viral effect/Attract your potential clients to download

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Design for your target group / Imagine the user scenario

What do your target group need

Why they want to download your app motivation by designing functions

Imagine how they use your app in different scenario

What kind of problem or need can be solved by app only

What kind of process can be shortened by your app

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Highly leverage on what a smartphone can do

Touch Screen Camera/QRCode/Augmented Reality Motion Detection/Sound Detection GPS NFC Internet Access/Phone Book Access/Photo

Access/Social Sharing Service Integration Push Notification Instant Messaging/Communication with others

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A user-friendly experience / Think what your customers think / Don’t plan too much

Make sure you know how they interact with different operating system/different phones/different devices

Don’t include too much functions in one app

Keep it simple and easy

Lean Development

Solve the real problem

Design and User-friendly is the most important thing

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Mobile Pattern Reference

http://www.mobile-patterns.com/

http://pttrns.com/

http://inspired-ui.com/

http://www.lovelyui.com/

http://patterntap.com/

http://designsnips.com/

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CHECK IN

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POPOVER

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WALKTHROUGHS

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IMPORT FRIEND

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Launch the app smartly and how to maintain

When to launch, how to launch Your app design itself is the best selling point Collect user feedbacks and modify your

development plan Killing function Catch the real need 2 weeks to 1 month for one version update

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Advertising Strategy

Think what your users think

Design in-line layout with

devices

Minimize the loading time

Offer a strong call-to-action

Learn from analytics tool

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CityWalk - Game

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QR Cookie

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Nordstorm - cross-channel interaction for brand loyalists

• Skirting competition

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Diesel's Facebook-Enabled QR Codes

• https://www.youtube.com/watch?feature=player_embedded&v=4OZmbBPym1k

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Macy's QR Code Explanations on YouTube

https://www.youtube.com/watch?feature=player_embedded&v=ZMYIrQ3Wy80 http://www.4d.com.hk 44

Starbucks Loyalty Program

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Please Drop Me a Line Eric Tang, eric@4d.com.hk/98591902 Four Directions Room 511, Block B, Hoi Luen Industrial Center, 55 Hoi Yuen Rd, Kwun Tong, Hong Kong Tel.: (852) 2154 0069 Fax.: (852) 3016 9790

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