ios 7 for marketers - why it matters
DESCRIPTION
iOS 7 For Marketers. A quick look at a few of the new API's and features in iOS 7 that could impact your marketing in a huge wayTRANSCRIPT
iOS7 For Marketers and Advertisers:Why It Matters
Gene KeenanFounder, Collective FactoryJune 17, 2013 TCF
Monday, June 17, 13
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APPLE STILL MATTERSKEY STATS• 6MM registered developers• 1.5MM New developers in last year alone• 50BB Apps downloaded• Over 80% of all 2012 holiday online shopping done via
mobile was done on iOS • 575MM accounts. Most with CC attached. More than
any other online store. (adding 500,000 a day)• 93% of all iOS devices are on OS6 (37% for android).
iOS is still the most popular OS in the world• iOS app sales are 4.6x greater than Android
APPLE STILL WINNING
iOS App Sales: http://www.idigitaltimes.com/articles/17985/20130531/ios-app-sales-vs-android-apples-itunes.htmiTunes Accounts: http://appleinsider.com/articles/13/06/14/apple-now-adding-500000-new-itunes-accounts-per-dayHoliday Sales: http://www-01.ibm.com/software/marketing-solutions/benchmark-reports/benchmark-2012-black-friday.pdfApp numbers, developers, number downloaded: http://9to5mac.com/2013/06/10/tim-cook-talks-numbers-at-apples-wwdc-2013-keynote-407-retail-stores-1m-daily-visitors-6m-registered-devs-more/
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NEW DESIGN FOR IOS - ADAPT EXISTING APPSWHAT:• Apple has followed MS and utilized the Swiss
graphic design sensibility• Icons and layout are flatter• UI is completely redesigned
WHY IT MATTERS:• Marketers need to examine existing user
experiences and interfaces and adopt them to the new human interface guidelines developed by Apple
• HIG:https://developer.apple.com/library/prerelease/ios/documentation/UserExperience/Conceptual/MobileHIG/index.html
iOS7iOS6
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MAPPING - IN-STORE MAPPING - SDK FOR APPSDEFINITION:• Apples mapping service
WHAT:• Apple maps have received significant important
updates• Map toolkit for 3rd party apps• iBeacons + Inclinometer for more precise location
(micro-location) information like In-store, museums, airports, etc.
WHY IT MATTERS:• Marketers focused on travel sectors can now utilize
apple maps within their own native experiences• iBeacon could potentially be used by store
owners to provide location mapping in-store that is accurate within a few feet
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PASS BOOK - 2D CODE SCANNINGDEFINITION:• Passbook is Apples tool kit for keeping track of
tickets, coupons, gift cards, etc.
WHAT:• Apple has implemented a 2D code scanner into
Passbook
WHY IT MATTERS:• 2D codes which have not taken off with consumers
may finally get some uptake (implementation is still TBD).
• Apple may also be implementing a simple way to obtain Passbook items like Coupons. This would be very valuable to marketers. Think print+scanner+share+utilize
http://techcrunch.com/2013/06/11/hidden-ios7-features/passbook-for-ios-7/
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PASS BOOK - SHARINGDEFINITION:• Passbook is Apples tool kit for keeping track
of tickets, coupons, gift cards, etc.
WHAT:• Apple has implemented sharing of Passbook
items via AirDrop
WHY IT MATTERS:• Marketers can now incentivize users to share
coupons and gift cards, contact etc. with their friends and family
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iTUNES RADIO - ADVERTISING OPPORTUNITIESDEFINITION:• ITUNES RADIO is Apples competitive offering
to the likes of Spotify and Pandora
WHAT:• Apple will offer a free ad supported service
and a premium paid service
WHY IT MATTERS:• Marketers will be able to purchase “radio
spots” within iTunes Radio environment
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iCLOUD and KEYCHAIN - ENHANCED SECURITYDEFINITION:• iCloud is Apples cloud service offering.
Keychain is Apples service for storing passwords and credit card information
WHAT:• Apple has increased security by making it
seamless across all of their devices. Users will be able to transfer credentials between devices automatically through easy login
WHY IT MATTERS:• Makes it easier for customers to engage with
brands on a monetary level by eliminating barriers to entry on a continuing basis
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GAMING - APPLE ADDINGDEFINITION:• Gaming
WHAT:• Apple already dominates in the gaming arena.
Now they have released game controller API’s. Logitech and Moga intend to release game controllers for iOS
WHY IT MATTERS:• Think Apple TV + iOS + Game Controllers +
Advertising Opportunities in the living room
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AUTOMATIC APP UPDATINGDEFINITION:• Apps have had to be manually updated by
users in the past
WHAT:• Apple is now enabling automatic background
updates to applications (and the system) on the phone
WHY IT MATTERS:• Brands can now adopt a more agile process
to application development. Focus on numerous smaller updates instead of large updates knowing that updates are made automatically
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iOS IN THE CARDEFINITION:• Apple integration with automobiles
WHAT:• Apple is now providing tool kits for
implementation of iOS with at least 12 automakers starting next year
WHY IT MATTERS:• iOS in the car combined with “Apps Near Me”
will provide new and relevant ways for consumers to discover brands while traveling
• Brands should assess the value of having relevant in-car experiences
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TCFhttp://www.blogcdn.com/www.engadget.com/media/2013/06/airdrop4.png
AIR DROP - FILE SHARINGDEFINITION:• Apples over the air file (OTA) sharing function
WHAT:• Apple brings Air Drop to iOS
WHY IT MATTERS:• This combined with Passbook will provide a
simple and seamless way to share coupons, gift cards, etc. over the air with those nearby
• In addition photos videos and other content can be shared OTA
• Based on API it will also support 3rd party files
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APPS NEAR MEDEFINITION:• Apples app store based on location
WHAT:• App discovery based on location/popularity
WHY IT MATTERS:• Retailers need to reconsider sitting on the
sidelines in regards to native app experiences• Apps Near Me combined with in-store location
experiences or the in-car implementations could mean killer apps for many brands
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MULTI-TASKINGDEFINITION:• Running multiple apps at the same time
WHAT:• Apple brings true multi-tasking to applications
WHY IT MATTERS:• Apps will now be able to run in the
background providing useful updates and utility to users instead of being kept in stasis
• Certain verticals (travel for instance) need to look at how this effects their current application builds
http://macaficionados.files.wordpress.com/2013/06/ios-7-multitasking.png
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- 9%
http://cdn.cultofmac.com/wp-content/uploads/2013/06/iOS7level.gif
INCLINOMETER - LOCATION BY 3D SPACEDEFINITION:• 3D space tracking
WHAT:• Apple brings three dimensional tracking to
iOS7. Track location based on altitude in addition to XY coordinates
WHY IT MATTERS:• The Inclinometer combined with iBeacons and
GPS may provide marketers ways provide location specific information based on what floor of a retail store they are in
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THANKS FOR LOOKINGContact me to discuss your iOS 7 StrategyThis document is only a thought starter and not meant to be an exhaustive examination of possibilities
Gene KeenanFounder, Collective [email protected]
FOR MORE:http://www.slideshare.net/genekeenan1/presentations
Monday, June 17, 13