Branded Mobile Applications Mobile marketing in a social economy. Martin Svensson Releaze A/S
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1 Branded Mobile Applications Mobile marketing in a social economy Martin Svensson Releaze A/S
2 What is happening around us?
3 Market trends Mobile applications will redefine and change how we consume mobile services and mobile internet Smartphone market share est. to 38% in Apps in iphone appstore, in Android + 1 billion apps downloaded in less than a year App-stores from all mobile manufactures launched App stores => free marketing / distribution => lower customer acquisition cost New players gets market access => Value chain is redefined New and simpler value chain Content provider Appstore April 2009 End-users
4 Sellsumers Crowdsourcing Web 2.0 Social economy??? Mapmania Authentic Community Viral User-driven Freemium Free love Review 2.0 Map-mania Social capital Nichetribute Feedback 3.0 App store
5 Customers don t care what you have to say, sell or even give away!
6 Branded mobile applications Become part of the community you serve and start building relations with your customers Offer value (service, information, entertainment) Free Give something back to the users Communicate - Collect info - Feedback -Dialogue
7 An example Benzinpriser/Tjekbenzin (gas prices)
8 3 rd application launched in Danish App Store (august 2008) Gas price koncept An overview In top 100 free downloads & no. 1 in finance category since lanuch Find nearest & cheapest gas price Save up to 15% when buying gas = 10$ or more Covers all gas stations in Denmark Gas price is a user driven concept Users reports gas prices via mobile phone on location Reporters can define a nickname creating a social context around the concept
9 Case Tjekbenzin iphone Downloads Java Downloads Windows Downloads Android In progress Web-site, full functionality, but limited trafic 90% of all application downloads are iphone 99% of all mobile traffic is iphone
10 Gas price Key functionality Nearby Favourites Report prices Price alerts Parking User profile Create profile via mobile Gas log (R) Trafic reports (R) Directory (R) Facebook integration (R) Reward scheme (R)
11 Gas price Key functionality Nearby Favourites Report prices Price alerts Parking User profile Create profile via mobile Gas log (R) Trafic reports (R) Directory (R) Facebook integration (R) Reward scheme (R)
12 Gas price Key functionality Nearby Favourites Report prices Price alerts Parking User profile Create profile via mobile Gas log (R) Trafic reports (R) Directory (R) Facebook integration (R) Reward scheme (R)
13 Gas price Key functionality Nearby Favourites Report prices Price alerts Parking User profile Create profile via mobile Gas log (R) Trafic reports (R) Directory (R) Facebook integration (R) Reward scheme (R)
14 Gas price Key functionality Nearby Favourites Report prices Price alerts Parking User profile Create profile via mobile Gas log (R) Trafic reports (R) Directory (R) Facebook integration (R) Reward scheme (R)
15 Gas price Key functionality Nearby Favourites Report prices Price alerts Parking User profile Create profile via mobile Gas log (R) Trafic reports (R) Directory (R) Facebook integration (R) Reward scheme (R)
16 Gas price Key functionality Nearby Favourites Report prices Price alerts Parking User profile Create profile via mobile Gas log (R) Trafic reports (R) Directory (R) Facebook integration (R) Reward scheme (R)
17 Gas price Key functionality Nearby Favourites Report prices Price alerts Parking User profile Create profile via mobile Gas log (R) Trafic reports (R) Directory (R) Facebook integration (R) Reward scheme (R)
18 Gas price Key functionality Nearby Favourites Report prices Price alerts Parking User profile Create profile via mobile Gas log (R) Trafic reports (R) Directory (R) Facebook integration (R) Reward scheme (R)
19 The numbers Marketing & distribution costs Downloads (iphone only) dkk,- users Profiles created via website Daily user reports (gas prices) Monthly unique visits Monthly page impressions users reports /day visits /month pageviews /month
20 iphone and Android Current and expected (Denmark) Antal telefoner Iphone Iphone Android Android
21 Opportunities Social / Connected ( c2c) Friends / buddy finder Presence Music: Concert/events Beer: Friends / nigthlife Cars: Games Facebook Multi user games Chat Dating Physical Cars: Gas price Roads: LBS Trafic info concepts Bar codes Airline: Turist Guide Bluecasting Shopping Center: Guides & offers Physical computing Museum: Guides Health: Trainer Film dist.: Movies/cinema Supermarket: Wine guide Commercial ( b2c) Soda: Downloadable Soccer School content Infotainment Fashion: Style School Entertainment Food: Cook book Mobile TV Mobile books Music Bookmakers: Sports livescore Virtuel Banks: Stocks/markets
22 Mobile Branded Applications Opportunities & Learnings Social economy Value Find the thing Be creative Involve users iphone/android Free distribution ROI Give something to get something => The more you give, the more you get Focus on creating value for your customers: Offer a service, entertainment or information Find the thing and your purpose don't worry about cost, there is a lot of free or almost free content out there Create cool experiences for your customer: Utilize the smartphone features: GEO, Video, Audio, Gyroscope Involve users if possible and allow them to interact Spend your money smart: Focus on iphone and Android for now forget the rest Distribution / marketing is free - spend money on the application, not on promoting it High traffic and usage for limited spending
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