rebecca lieb

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Pub Apps: You Have No Idea

How Much You Don’t Know

Rebecca Lieb

@lieblink

Analyst, Altimeter Group

(But asking these 10 questions can help)

© 2011 Altimeter Group

1. Competition

2. Technology & Platform

3. Content & Audience

Agenda

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© 2011 Altimeter Group

1. Competition

2. Technology & Platform

3. Content & Audience

Agenda

3

#1 Who are your competitors –

Brands?

© 2011 Altimeter Group

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Content marketers plan to

beef up their mobile strategy

in the next one to three years.

Where will you be?

© 2011 Altimeter Group

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Recommendations

What can you offer that a 500 lb. gorilla can’t?

• Subject matter expertise

• Presentation

• Speed-to-market

• A more compelling experience

#2 Who are your competitors –

agency side?

© 2011 Altimeter Group

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“Content types we’ll be adding

within the next three years?

Mobile’s the easy answer”

– David Berkowitz, 360i

© 2011 Altimeter Group

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Recommendations

Remember that agencies are frenemies

Keep them close, but don’t show all your cards too early

© 2011 Altimeter Group

1. Competition

2. Technology & Platform

3. Content & Audience

Agenda

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#3 What will mobile advertising

look like?

© 2011 Altimeter Group

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© 2011 Altimeter Group

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Recommendations

Experiment. Be flexible.

Develop new models & explore custom solutions.

Test, test, and test some more.

#4 Who will win the format war?

© 2011 Altimeter Group

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© 2011 Altimeter Group

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Recommendations

If you put all your eggs into one basket, pick that basket very

carefully.

Content for Mac fans? iPhone!

Business users? Blackberry

Largest smartphone user base? Android

#5 Apps are mobile.

So what’s “mobile,” anyway?

© 2011 Altimeter Group

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© 2011 Altimeter Group

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Recommendations

Determine what mobile is – it shapes what you publish.

#6 Who supports development efforts

– both internally and externally?

© 2011 Altimeter Group

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Who will you turn to for

mobile strategy and app

development? An agency,

internal resources, or both?

© 2011 Altimeter Group

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Recommendations

Build strategy into technology considerations for scale

Simple as a mobile-enabled CMS?

Vastly more complex & multiplatform?

© 2011 Altimeter Group

1. Competition

2. Technology & Platform

3. Content & Audience

Agenda

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#7 What is “publishing” on an app?

© 2011 Altimeter Group

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© 2011 Altimeter Group

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Recommendations

Apps don’t conform to classic editorial models

• Functionality & utility

• Hyperlocal relevance

• Ultra-vertical search engine

• Gamification

#8 Who’s the audience for your app?

© 2011 Altimeter Group

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© 2011 Altimeter Group

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Recommendations

Research your audience to make determinations on platform,

content, pricing and functionality.

#9 How will you measure success?

© 2011 Altimeter Group

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26% of apps downloaded in

2010 were only used once.

Number of downloads, like

ratings, are an inaccurate

measure of success.

© 2011 Altimeter Group

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Recommendations

Don’t measure everything.

Determine KPIs.

• Establish a measurement plan

•Target metrics that indicate desired behaviors

• Gather feedback

#10 Do apps fit into your cross-media

strategy?

© 2011 Altimeter Group

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© 2011 Altimeter Group

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Recommendations

What’s the multiplier effect that will increase reach and

awareness without colliding into platform issues?

© 2011 Altimeter Group

1. Who is your competition – brand side?

2. Who is your competition - agency side?

3. What will mobile advertising look like?

4. Who will win the format war?

5. Apps are mobile. So what's mobile, anyway?

6. Who supports development efforts - internally and externally?

7. What is “publishing” on an app?

8. Who's your audience?

9. How will you measure success?

10. How will mobile apps fit into your cross-media strategy?

Question Checklist

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© 2011 Altimeter Group

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Rebecca Lieb

rebecca@altimetergroup.com

rebeccalieb.com/blog

Twitter: lieblink

WHAT ARE YOUR QUESTIONS?

With assistance from Researcher Jaimy Szymanski & Industry Analyst Chris SIlva