To Be or Not To Be Mobile?
Todd Marks
CEO
Todd.Marks@mindgrub.com
@mindgrub
How To Leverage Mobile For Your Organization
This session will cover the following topics:
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Overview of Mobile Market Place
Samples of Apps you Could Build For Your Business
Mobile Marketing
The Development Process High-Level Overview
Native vs. Mobile Web
6 key steps to mobile App success
How to submit your App to the store(s)
Common reasons an App can get rejected
How to monetize your App
How to gain users
How to distribute your App
How to keep users engaged and retained
The Internet of Things
The Future of Mobile
6 Key Steps To A Successful App
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Mobile Market Trends
Convergence of Technology
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Growth of the Gadget
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http://conmoz.org/mobiletrends/mobile-devices-3g/?lang=en
Tablets Entered The Enterprises in 2011
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Tablets In The Enterprise
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Customer Support
Case Study :: GEICO Customer Support
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Case Study :: DELL Customer Support
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Case Study :: Yamaha Customer Support
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Data Visualization
Data & Reporting :: Blue Sky Factory
Reporting & Metrics key to determining ROI
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Data Visualization :: Total Baby
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User Generated
Content
News Media
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Dawn of the Social
Consumer
The Dawn of the Social Consumer
•Tweet…. ReTweet
•Like
•Share
•Check-in
•Group Buy
•QR Code Scan
•RFID
•Augmented Reality
(Nov 3, 2010, Fast Company)
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The Dawn of the Social Consumer
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Augmented Reality :: GEICO
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Case Study: GEICO Tailgate
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Case Study: GEICO Tailgate
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LBS & Augmented
Reality
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Case Study :: 600Block
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Convention & Visitors Associations
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Case Study :: UNLV Alumni Association
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Case Study :: Sonoma County, CA
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Case Study :: University of Md (UMBC)
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Johns Hopkins > Wayfinding
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Yamaha > Dealer Locator
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viaPlace - Augmented Reality
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viaPlace - Augmented Reality
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ECommerce
iPad Applications :: ConnorNYC
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MyMakeup101
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Order Up
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Tablets
iPad Applications :: FORBES
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iPad Applications :: GEICO Glovebox
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iPad Applications :: Netapp Salesman App
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iPad Applications :: Admiral
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iPad Applications :: KPSS Salesman App
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eLearning
Discovery Kids, Scuba Adventures
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UMBC – Instructional Systems Dev App
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UDL Links :: Resource Finder
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Production
Native vs. Mobile Web
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Native vs. Mobile Web (Facebook)
Facebook’s move
to a native app
• Faster
performance
• Use of native
controls
• Offline storage
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5 Steps To Get Started
1)
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Start small, with a clear vision
Do your research
It's all in your name -- and your brand
See if a DIY solution will really meet
your needs, and get ready for the next
steps
5) Know how to hire a developer
http://www.huffingtonpost.com/2011/10/14/building-apps-for-your-business_n_1011681.html
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Mobile Development Process
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Monetization
Download Cost
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Why Pay? – Clickz Stats
• Expanded features and capabilities
(77 percent)
• Remove ads (44 percent)
• Trial expired (35 percent)
• To support the developer (22 percent)
• Curiosity (16 percent)
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Mobile Ad Frameworks
Google AdSense
Millennial Media
iAd
AdMob
Brightroll
Greystripe
InMobi
Jumptap
MdotMSAY Media
ZestADZ
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“Freemium”
• Free To Play. Costs to unlock additional
content
• Apple, Android and Amazon all Keep 30%
• Barnes and Noble most likely will do the same
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Subscription
• Similar to Freemium which uses and In-App
Purchase
• Apple, Android and Amazon all Keep 30%
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User Acquisition
iPad Applications : GEICO Glovebox
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Case Study :: Discovery Kids
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Case Study :: Escape From Detention
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User Acquisition
• Can no longer just stick it in the store
• Good SEO practice with
Social Media Marketing
• Dark Art of “App Store Optimization.”
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How Do They Find It – Clickz Stats
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Categories (57 percent)
Search (57 percent)
Featured - new (52 percent)
Top 25 overall (52 percent)
Features - what's hot (48 percent)
Featured - personalized recommendations
(e.g., Apple's Genius) (18 percent)
• Ads in other apps (12 percent)
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Incentivized User Acquisition
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Value of Paid Installs
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Value of Certain Users
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Mobile Ad Frameworks, Flurry
Google AdSense
Millennial Media
iAd
AdMob
Brightroll
Greystripe
InMobi
Jumptap
MdotMSAY Media
ZestADZ
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Magic Numbers
Top 25 in Appstore
• 40-50k downloads in 24-48 hours
• 1:.75 or 1:1 Organic uplift per incentive
Ad Revenue
• 100k total downloads
• 50k MAU’s (Monthly Active Users)
• Monthly ad revenue
Users
• Lifetime Value
• IAP (In-App Purchases) rate
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Mobile Marketing
Methodology
Mobile Marketing Methodology
A Good Mobile Marketing Campaign1:
• Know your audience
• Establish your budget in advance
• Choose How to deploy your mobile marketing message
QRcodes
SMS
In-App Advertising
Social Media Integration
Marketing Apps
Native Apps
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Mobile Web
Augmented Reality
Mobile Gaming
Ecommerce
Discount and Specials
LBS / Tours
Build Long-Term Relationships
1http://www.business2community.com/mobile-apps/how-to-create-mobile-marketing-campaigns-that-win-0225899
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Mobile Marketing ROI
The steps to achieve a solid ROI on a mobile marketing initiative are
as follows:
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Mobile Marketing Steps to Measure ROI
1) Establish - a Baseline to measure results
2) Create an Activity Timeline
Activites, Social Data, Web Data, Transactions
3) Monitor – Sales Revenue
How often customers make transactions.
How many customers you are reaching.
How much customers are spending.
ROI =
(Gain from Investment - Cost of Investment)
Cost of Investment
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Case Study :: GoEnglish.me
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Distribution
Distribution
• iOS Apps Must go into the App store
• Amazon and Kindle Apps must go into
their respective stores
• Google Apps can be distributed a number
of different ways including Email, posting on
website and several 3rd Party distribution
channels.
• 3rd Party Distribution Channels include:
Amazon, GetJar, AppBrain, Appsfire to
name just a few…
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Mobile Gaming Explosion
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The Rise of 3rd Party Frameworks
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Welcome to the Social Game Layer
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Engagement &
Retention
Engagement & Retention
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Loyalty Matrix
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Retention Solutions
Clever gameplay solutions
for retention problems
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Trends in Retention
• Social network layers for games and apps
• Games as a service model, the
“minnow/whale” balancing act
• Artificial barriers
• Time warping Donuts
• Soliciting for “Lives” on Facebook
• Daily allotment of tokens to play
• Incentives too (login bonus)
• User segmentation
• Featured achievements
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Analysis
Analysis
• Flurry
• Google
Analytics
• Appboy
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The Future of Apps
More Convergence
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Convergence- Bigger, Better, Faster, Social
• Social/Network
game play
• Upgrades in
hardware
• Network
Upgrades
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Convergence- Location Based Mobile Social
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History Repeating Itself
SIMPLE CASUAL
HARDWARE
INNOVATION
SOFTWARE
INNOVATION
Genre
Innovation
Product
Innovation
2013
2012
2011
2010
2009
2008
2007
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2006
Product
Innovation
2000
1998
1996
1994
1992
1990
1988
1986
1984
1982
1980
Genre Innovation
Product
Innovation
History Repeating Itself
SIMPLICITY
HARDWARE
INNOVATION
SOFTWARE
INNOVATION
Genre Innovation
2013
2012
2011
2010
2009
2008
2007
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2006
Product
Innovation
Innovations in Wearable Tech
AUGMENTED REALITY & BLUETOOTH PAIRED ACCESSORIES
• Google Glasses
• iWatch
• Oculus Rift
• Myo Thalmic Labs
• Tobii Eye tracking
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The Internet of Things
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Questions?
Todd Marks
President & CEO
todd.marks@mindgrub.com
@mindgrub