Olympic inspired Apps FULL report

GO FOR GOLD
with mobile apps: olympics 2012
How your business can capitalize on tHe mobile opportunity

go for gold The OppOrTuniTy
tHE
OppORtunitY:
It’s coming! The most connected international event in history.
with cross-platform apps and social media designed to capture
London 2012 promises tremendous mobile opportunities for momentum and mindshare, without infringing the heavily
advertisers to inspire millions of tourists, athletes, fans and spectators. protected trademarked partnerships.

With 5.3 million tourists expected in London1, over 8 million coveted
event tickets, and over 1 billion global viewers tuning in2, brands can and Visa have already announced branded apps, interactive
join the experience, deepen connections with customers, and claim digital and mobile campaigns that tap into star power, music,
their territory during “the biggest consumer spend ever at an Olympic community spirit and new mobile payment technologies.
Games.”3

Networks in London will buzz like never before. To meet this how you can get your app launched for the summer.

massive, positive audience.

www.exicon.mobi 01

go for gold quick sTaTs
Quick StatS: 84% of
Smartphone
UK mobile advertising market
began a new “golden age”,
Market Potential owners access doubling in value to USD 130
mobile Internet million in 2010, with 19.1 million
daily.4 monthly data users.5
1.6 million additional UK mobile advertising market expected
network users to remain the largest market in Europe
expected during the accounting for €1.14bn per
6 annum by 2015.7
2012 Olympic Games.

Smartphone penetration in UK: over
50% by end 2011, 32.44 million devices.8

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go for gold The cOnTesTanTs: hOpefuls
Word on the street is that General
Electric is producing a social interactive
map of the Olympic grounds, including
photos, blog posts and social feeds.
Maybe it will look something like this.9

at the Aquatics center in the Olympic Park

Dave Manning just checked-in
to Olympic Stadium

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saMsUnG olYMPic torch
toUr 2012
offered participants the chance to nominate their heroes to carry

An interactive billboard campaign launched the Olympic Torch

themselves in the experience by posing with a virtual Beckham
and sharing their photos via Facebook.

60 young people are expected to report live from key locations

Olympic events.
limited edition Olympics branded Near Field

with exclusive content, and are offering quick to bring the people of the Olympic Games, both participants and viewers,
payments at more than 60,000 locations in the closer together with the use of smarter wireless technologies”10
UK.

part of the initiative.

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coca-cola
Move to the beat

B. The entire experience was captured in a 60 min documentary
as part of a fully integrated global campaign.

the unveiling of the Beat Wall, an urban art piece overlooked

journey to fuse music and sport. Track the Beat engages teens by

gain access to exclusive content and prizes.

Olympic Games and to sport in general. Harnessing teens’
passion for music, and drawing inspiration from London’s
musical heritage, the campaign fuses London music with
Olympic sport to connect young people to London 2012.”11

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go for gold The cOnTesTanTs: seTTing The pace

nEwS appS aGGREGatE
Our analysis of Forbes 2000 brands tells us that product and service
news is a top feature for integration into successful branded applications.
& innOvatE
are popular with a spectrum of brands and have proven a rich source of

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to entry is low and the technology readily adaptable to any newsfeed/
consumer engagement.

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media-feed concept. Differentiation in this competitive space is all about

| | lifestyle, event or celebrity who will be inclined to buy or subscribe to

design and strong editorial controls are key to standing apart in this
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| | space and adding value to your brand.
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news: nbc
breaking news, live results, schedules, content listings, medal

media feeds and videos; and mobile alerts containing news,
results, alerts by sport, video/photo/athlete alerts, and TV/
event reminders.

“During Beijing 2008, we found that users turn to mobile to
stay connected to the Games anytime, anywhere. Therefore
we are working on a better mobile experience. We want users

they are.”

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StREaminG
mEDia appS
Video is widely considered the king of content. If you own the
exclusive rights to broadcast or distribute footage from events or

the Vancouver 2010 Olympics - your competitive edge is secure.

user-generated video can help your app draw its own unique crowd.
But don’t just expect users to download your app. An unexpected
niche or perspective is essential - brands should resist casting too

www.exicon.mobi 09


streaMinG Media: ctv
Launched in Dec 2009, when only one carrier sold the iPhone in

information about results, athletes, venues and schedules and
in-app purchases. Downloads were achieved only by word-of-
mouth.

“Important for broadcasters, [besides the news feed], are video

to success. Beyond features, broadcaster apps should always

data is important, the brand name won’t sell the app, but the
true metric is the user star rating, so UX & UI need to be great.”

- Indusblue

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go for gold: The cOnTesTanTs: seTTing The pace

EvEnt rUGbY

anD
In 2008, Guinness
offered a pitch
perfect app to the

tOuRiSm
20,000 international

visiting Hong

GuiDES
Visitors need guidance and fans need updates. What time
Kong. Passport to
Greatness offered a
free city guide with

does the triathlon start? Where’s the nearest Tube station? spoken Cantonese
What time does that pub close? Directions, timetables, phrases, local maps,
results, area history, restaurant and hotel guides… Who is
your customer, and what do they want to discover? schedules and
rewards. Guinness
Following a favorite national team, sport, athlete or brand is credited the guide
with a 30% year-
interviews and behind the scenes content can help make us- on-year increase
ers feel involved and build grassroots support for groups and in sales. “Take me

themes and countries can share their message in a seamless of Guinness and
experience and build a wealth of goodwill that lasts long beautiful girls.”
after the event.

www.exicon.mobi 11

event/toUrisM: heineken
Available also in Java and web version, it features venue maps,
daily schedules, taxi calling, healthcare information, weather
and news, wallpapers, a ringtone and available merchandise.

information around the public transport, taxis, artist & sports
schedules, location of food stalls, weather information and a
download area for wallpapers and ringtones.

“With the Holland Heineken House app for all platforms in

Unique about the campaign is that it was distributed through

unique phones, out of those the application was sent to 6,000
-

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event/toUrisM: bell
The 2010 app included location-aware schedule of the events,
directions to venues, ticket purchase, personalized news &
sharing. Provides event guide templates to sponsor & customize
apps. Heavy integration of location-based services, “great for

the Games. Details have not been made public yet.

“Important features for event apps are location-sensitivity
combined with a map or plan of the area and venues,

- Xomo Digital

www.exicon.mobi 13


tEam
cEntRic appS

to build itself by making features easy to share, and offering re-
wards, access or special status that’s worth working for.

clumsy extras that don’t quite match the brand.

-
spire long-term loyalty.

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teaM centric:
Usa woMan’s bobsled
schedUle
times, notes, pictures, videos and links to twitter and their team
website.

“The biggest issue in developing apps around Olympics will be
licensing & trademarks, as the use will need to be discussed
with teams & organizers. If that issue is solved, one should in-

and enhance the schedules with social capabilities, push no-

The overall app should ideally also be combined with other
strategies.”

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teaM centric:
sPecial olYMPics
ireland
Launched in mid-2011, planned to be part of the marketing
campaign for the Athens special Olympics. The app couldn’t
be integrated well due to time constraints; downloads of almost
1,000 were just based on word-of-mouth. The aim was to create
a positive association with the team & athletes by integrating

feeds and a donation link, all fed into the app by the athletes.

“Planned features for the next updates include an update

customization / personalization of content, other additions could
be referrals and a direct donation process. No matter the features
though, the most important thing is how things are presented.“

- mApps.ie

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GamES GimmickS
proposition. It can reap massive rewards if successful - games are Beckham in your photo and post it to
consistently the most popular app category. Games are fun, fast, Facebook. Ring that cowbell. One-off
playable and easy to share, but committing to game development and apps that capture a niche or simple
idea can hit it big with the fans, and
importantly, the budget to expand your brand in a bold direction? big at the bank too.

offer genuine, quirky entertainment or a superb user experience to
carve a piece of that time? few games are innovative and sophis-
ticated enough to make it to the top.

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GaMes: barclaYcard
AlternAtive to utility: entertAinment.
Although only about 1 in 100 branded apps is a pure gaming
application, entertainment apps & games remain an important
alternative to utility apps.

This was proven by the Barclaycard Waterslide app that was
downloaded over 20 million times and generated brand
engagement of over 650,000 hours.

www.exicon.mobi 18

GiMMick: cowbell
emblazoned
cowbell, event schedule, favorites, news, social media.

Leveraged social media and online marketing to reach their
download numbers.

www.exicon.mobi 19


GiMMick:
nbc with coca-cola
universal to engage fans in a multi-faceted olympics themed
programme.

athletes, limited edition packaging, mobile media and digital
experiences.

sounds related to the winter Games like air horns, and sounds

users can created custom sounds and watch videos.

www.exicon.mobi 20

go for gold Tech Tips

mObiLE cHEckinG in
paYmEntS & Facebook. Foursquare. Gowalla. All of these services
encourage users to share their locations in real-time,
to connect with nearby friends and to “check in” at

nFc shops, restaurants and attractions to earn discounts
and loyalty rewards. Locations, reviews
and coupons are broadcast to the
users chosen network.
as a convenient tool for customers has inspired many major companies to
Expanded loyalty services like
Google has announced a mobile wallet
redeemed at thousands of retailers

walking in the door, sharing a message,
payments will become a norm in the
even using a linked Visa card to pay at
near future.

www.exicon.mobi 22


auGmEntED Polo. These location-based games brought
hours of fun to many of us as children. Then

REaLitY appS &
video games came along and suddenly the
only location you played in was the living
room. Now this shift is coming full circle as

LOcatiOn baSED innovative mobile games are using geo-
location, image recognition and augmented

SERvicES 12 reality technologies to combine the real and
virtual worlds.”

Augmented reality places virtual objects in
Greg Stein, Mashable.com
user’s real world view through the screens
of their mobile devices. A user walking in
an unfamiliar city can overlay directions,

other residents or trigger elaborate animations

Interacting with territories, items and locations
was impossible before the proliferation of
smart mobile devices and apps.

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QR cODES
QR codes are popping up everywhere, on posters,
on television, on takeaway packaging and in the
pages popular magazines.

and you’re instantly transported to any number of
branded campaigns, exclusive content, deals and
discounts.

www.exicon.mobi 24

go for gold hurdles
the issue of Bandwidth
The expected strain on London’s 3G networks has prompted wireless leader
British Telecom to provide increased capacity to cope with the inevitable
demand for data. The company has promised more than 500,000 Wi-Fi
hotspots in time for the Olympic Games.

the Phone Free Zone

connection, sharing and interaction will be centered in the Olympic Park and
throughout the city.

olympics logo

for it you can’t use it.

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go for gold
readY... steadY... Go Mobile! The sTarTing blOcks
timELinES FOR
DEv / buDGEt: What
can you
Mass Market vs. boUtiqUe
Brands don’t have to reach 1 million downloads to reach their
goals. A loyal following of 10,000 customers can do a lot for a

Olympics?

make?
Use Exicon’s tools

( or contact Us! )
www.exicon.mobi 27

go for gold The sTarTing blOcks
tHREE LEvELS OF nativE appS
basic interMediate advanced
US $5,000 - $15,000 US $50,000 - $100,000 Over US $100,000
2 weeks 1 - 3 months 3 - 12 months
Think about optimizing your Tap into key handset features Integrate with existing loyalty
website, blog, or microblog for to provide location, social, and programs, mobile payment,
the mobile. gaming services. logistics, and legacy systems.

awareness informing sharing location aware transactional
“A great looking interactive “All the bells and whistles.”
brochure.” experience.”

www.exicon.mobi 28

go for gold The sTarTing blOcks

wHat aRE YOu waitinG FOR?
do it now
The London 2012 Olympic Games and Paralympics offers opportunities never before
seen in the mobile advertising industry - millions of truly connected world citizens,

we can help
Exicon matches businesses with the best developers globally for their app projects. Our
online tools, directories and reports, as well as our consulting services, can help you

will bring you the best 3 developers for your project, brand, budget and location.

Don’t miss out on the huge opportunity presented by the London Olympics 2012.

www.exicon.mobi 29

go for gold references
1. MobileSQUARED, “The Olympic opportunity: Will poor 3G networks hinder mobile creativity?” 30 Nov. 2011. http://
mobilesquared.co.uk/news/The%20Olympic%20opportunity%20Will%20poor%203G%20networks%20hinder%20mo- image Credits:
bile%20creativity_170, 1.1 MobileSQUARED “Access: Mobile, Inspiring brands to communicate with mobile consum-
ers, Can 3G networks deliver rich media mobile campaigns to millions of Olympic fans in 2012?” Nov.2012. http://
-
2. The Economist. “And the silver goes to...” 27 Sept. 2011. (http://www.economist.com/blogs/gametheory/2011/09/
ranking-sports%E2%80%99-popularity?page=3,

3. Visa Europe. “Visa report predicts biggest ever Olympic and Paralympic Games consumer spend at London 2012
- £5.1 billion boost to UK.” July.2011. http://www.visaeurope.com/en/newsroom/news/articles/2011/visa_2012_

4. Gstatic. “Think mobile, the mobile movement, understanding smartphone users with Google” April. 2011. http://www.
gstatic.com/ads/research/en/2011_TheMobileMovement.pdf
-
5. -

6. Exicon calculation. 5.3M addtl visitors, around 50% smartphone users, of which 59% use mobile internet = around
1.56M – this is the potential of people that have the habit of using mobile internet, not the people who would necessar-
ily roam.

7. MobileMarketing Magazine. “UK Mobile Advertising Worth EUR1.14bn Per Annum by 2015” March. 2011. (http://

8. mobileSQUARED . ”Teens lead UK smartphone penetration“ 23 August. 2011. (http://www.mobilesquared.co.uk/

-
9. mobileSQUARED. “Access:mobile – Inspiring brands to communicate with mobile consumers. Can 3G networks deliver
rich media mobile campaigns to millions of Olympic fans in 2012?” Nov.2011. - http://www.mobilesquared.co.uk/

10. Samsung. “London 2012 Olympic Games. Everyone’s Olympic Games with Samsung” 20 March 2012 http://www.
samsung.com/uk/london2012/olympics.html

11. Coca-Cola. Press Releases “Coca-Cola Invites Teens Around the World to Move to the Beat“ of London 2012 with
Award-Winning Producer Mark Ronson” Nov. 2011. (http://www.thecoca-colacompany.com/dynamic/press_cent-

12. Aurasma: Augmented Reality in action. March 2012 http://www.aurasma.com/

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this report was brought to you
by exicon.
Exicon helps clients drive software innovations through our
smart platform and advisory services. We provide the tools,
resources directories and reports to support our clients’ quest to
get ahead in the mobile and internet arena. We connect Fortune
500 companies seeking applications and widget creation, API

independent software vendors.

Find out what we can do for you and how we can help you build
successful mobile campaigns on our website at http://www.
exicon.mobi/company/presentations/

Be sure to check out some of our other reports under the resources
section on our website…

www.exicon.mobi

Olympic inspired Apps FULL report

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