Inc pres (dma bristol apps) 24 jun11 v1.1

The perfect app – is
there such a thing?
Sian Fishwick
24 June 2011

Copyright Incentivated Limited 2011 www.incentivated.com

Contents

Who we are
Growth in smartphones usage
History of apps
Golden rules in app creation
Case study 1 – Waitrose Christmas app
Case study 2- Third party : Lynx stream
Case study 3- Third party: Argos app
Key takeaways

Copyright Incentivated Limited 2011

Who we are

 Incentivated is an independent technology company and marketing
services agency
 We have 10 years’ experience operating exclusively in the mobile
marketing sector
 We help our international client-base deliver integrated acquisition,
CRM, and mCommerce campaigns and services through mobile


Who we are

 Incentivated’s offering covers the full range of mobile technologies


Who we are
Apps

 Consumers have downloaded more
than 13 billion apps from the Apple
App Store and Android Market in
under three years
36.4%

of people use
mobile apps* >7m
People download apps
for their mobile phones

*Excluding native games
Source: comScore, January 2011


Who we are
Apps

 We build apps for all mobile devices and platforms
 Either native (per platform) or cross-platform ‘web apps’
 Both are integrated with client systems and supported by proprietary
middleware
 Development is entirely in-house


Contents

Who we are
History of apps
Case study 1 – Waitrose
Case study 3- Third party: Argos app
Key takeaways


Smartphones in the UK
Smartphone use increases, but market is still dominated by non-smartphones

Non-smartphones 61%
Apple 10.7%
Symbian 9.7%
Google 9.1%
RIM 7.1%
Microsoft 1.6%
Palm 0.1%
Other smartphone 0.9%
Smartphones 39%
Source: comScore, 3 month average ending March 2011.


Smartphones in the UK
Smartphone usage continues to grow

Number of smartphone subscribers in the UK (000’s)

20,000
18,000
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
2007 2008 2009 2010 2011

Source: comScore, 3 month average ending March 2011.


Global smartphone sales numbers
Sales continue to grow with Android and iOS the clear winners

Number of global smartphone sales to end users, Q1 2011 (000’s)

1Q10 1Q11
40,000

35,000

30,000

25,000

20,000

15,000

10,000

5,000

0
Symbian BlackBerry (RIM) Android (Google) iOS (Apple) Microsoft Other OS

Source: Gartner, May 2011, http://www.gartner.com/technology/home.jsp


Use of mobile media
18-24 age band are the most prolific users of mobile media features

Index vs. population as a whole

13-17 18-24 25-34 35-44 45-54
250

200

150

100

50

0
Apps Mobile Internet

Source: ComScore, Average number of subs for the 3 month ended June 10


History of apps- why develop an app?

 Research has shown that there is now a demographic that relies
primarily on mobile apps to get them through the day:
 Apps can be faster and more usable
 Can render content quicker than sites
 Easily accessible
 Trend for consumers to browse app stores actively looking for new
content, entertainment and new tools
 They require very little hardware compared to computers.
 Apps are always connected to the internet.


Contents

Who we are
History of apps
Case study 1 – Waitrose
Case study 3- Third party:
Key takeaways


Golden Rules in App Creation
From the leading app developers in the mobile marketplace

 Customise for the device
 developers needs to be aware of the limitations a smaller screen has on
the overall experience.
 Think big
 Building an app with a big audience in mind positions it well for wider
adoption.
 Start free
 For maximum exposure you need to make your app available to the
masses early on to get adoption rates. “They say that money talks, but in
the app world, FREE talks.”


Golden Rules in App Creation
From the leading app developers in the mobile marketplace

 Listen to your customer
 Customers get irritated when common complaints about an app are not
addressed in future version upgrades in reviews and ratings.
 Delight the user – word of mouth
 Users will tell their friends and all contacts via social media if they rate
the app.


The Waitrose Christmas app

Objectives:
 Build an innovative yet useful
‘kitchen tool’ mobile application
 Give Waitrose’s customers the
Charming ability to organise their
Christmas
 Recognised as part of Waitrose’s

Traditional
c 2010 Christmas campaign
 Themed as charming, traditional
and seasonal
Seasonal  Built by YGLT


Design requirements

 Fresh every day
 Algorithms for refreshed content to make the
customer want to open the app again and
again.
 The app must be useful to the user
and not just a one-off download
 Practical turkey timer
 Canapé calculator
 Big Day Planner that drew upon intrinsic
Apple and Android design features.
 Recipes section featuring Delia and Heston
 Full social media integration
 Gift finder


Functional solutions


Full integration with Christmas strategy
In-store design


Results
Key stats

90,000 500,000 10%
downloads in a recipe views viewed videos and
month shared recipes


Results
Has the app succeeded?

 Apple gave this app commendation and praise
 It featured in the application store for four weeks and it scored highly
within top categories
 The Android Market also featured the app
 ‘App of the week’ in both the Apple and Android app stores
simultaneously
 This is the first branded app to achieve this
 The app was placed in the top 15 of the branded app charts for 2010
 Awards: Meffys 2011 (highly commended), Marketing Society for
Excellence Awards (highly commended) & The Blades (shortlisted)


Key takeaways

 Shoppers now prefer to buy on mobile than their computers
 mCommerce capability would have improved the usefulness of the app
 Reaching more consumers
 The app was developed for iOS and Android platforms only. Developing
for other platforms, including Java, BlackBerry and others, would have
increased the reach of the app


What is Lynx Stream?

 What does it do?
 It’s the equivalent of a micro Facebook wall
for parties and events
 Invite your friends to your Lynx Stream group
via the iPhone or Android app
 Track the night with pics, vids, check-ins,
tweets, and more
 Everyone in the group can contribute –
everyone sees the same stream
 See the incriminating evidence at
thelynxstream.com when you’ve sobered up


thelynxstream.com- the journey begins


Desktop integration
http://www.thelynxstream.com/


What works
What have Razorfish & Unilever done differently with this app?

 It’s a useful social tool
 It’s relevant to the target market
 Party, fun, drinks, more drinks………….
 It adds value for the user
 People forget what happens during the good times, so it’s a genuine
solution to this real problem
 It immerses the user in the brand
 Most branded apps offer few ways for the user to really get involved with
the brand
 It associates the Lynx brand with good times
 Conditions the user to ‘think fun, think Lynx’

What doesn’t work
It’s great, but…

 iPhone and Android only
 Most of us don’t use these platforms and will be automatically excluded
from the fun; reduces the usefulness of the app
 UK-only (so far)
 Can’t party with your friends in other countries in real time
 Facebook achieves mostly the same result
 & “everyone” is already on Facebook and has access to it on their phones
 Privacy?
 What happens in Vegas…


Key takeaways

 It’s no longer enough for brands (and agencies) to put out basic apps
 Competition within app stores is too high for this now
 Questions to ask
 How will this benefit the user?
 Is it social?
 How will this immerse the user with the brand?
 Is it available to enough potential users (platform and distribution)


Case Study three: Argos app
Virtual wallets are catching on.....

 Mobile purchases are on the rise: 47% of smartphone owners and
56% of tablet owners plan to purchase more products
 Device dictates behaviour: One-third of smartphone owners use
their devices to make mobile purchases, while less than 10% of
feature phone owners make purchases with theirs.
 Virtual wallets are catching on: A full 20% of smartphone owners
have used their devices as a virtual wallet (we suspect many of these
have done so with the Starbucks app) and 28% expect to do so more
in the future. A quarter of tablet owners have used their tablets as a
virtual wallet in stores.


Virtual wallets are catching on.....

 Top 20 ranking
 The Argos app has
consistently ranked in the top
20 free applications on the
iTunes app store.
 It currently retains the top
spot in the lifestyle category
for free apps, above high
street competitors and
etailers, eBay and Amazon.


Almost the perefect app?

 What works
 There is a text reminder service which integrates the app with the overall
mobile experience
 Provides latest price cuts within app
 Price & stock checker.
 Ability to reserve your products
 Store opening times
 Customer product reviews
 Directions to your nearest store


Is there such a thing as the perfect app?
Optmise your site for mobile first.................

 Not just yet
 Having to choose one (or many) platforms to build your app
for is costly.
 “Web apps” still a new concept and a learning curve still exists
for business and customers
 ….and the fact that if you only choose Apple or Android
then you are excluding 61 % of the non- smartphone
owning population.
 ..and >80% of the UK as a whole


Is there such a thing as the perfect app?
Optmise your site for mobile first.................

 This leads us to conclude that optimising your website for mobile
should be the your first priority and you should drive users to your
mobile website with one touch of the screen through traditional
marketing, social media or QR codes.
 Do you have continuously changing products and information? Will
your users need or want to use your app daily or at least weekly? If
the answer is “yes”, then consider designing the perfect app.
 Key Takeaways – Other key questions to ask:
 How will this benefit the user?
 Is it social?
 How will this immerse the user with the brand?
 Is it available to enough potential users (platform and distribution)


Thank You

Sian Fishwick
Marketing Manager
sianf@incentivated.com

Incentivated
23 Curtain Road
London EC2A 3LT
Tel: 0845 130 3985

(No code reader? Text CODE to
62233 for a link to a reader
appropriate for your phone)

Copyright Incentivated Limited 2011 www.incentivated.com

Inc pres (dma bristol apps) 24 jun11 v1.1

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