Marketing Your Mobile Apps

MARKETING YOUR MOBILE APPS
打造至HOT手機應用程式(Apps)
http://www.4d.com.hk 1

Eric Tang
Business Strategy Director
Product Director
 Part-time Teacher in Nanjing University
 Young Entrepreneurship
 Mobile App, New Media and Digital Publishing
 Founding President of Hong Kong Young
Entrepreneur Alliance
 Co-Founder of Startup Leadership Programme
(Hong Kong Chapter)
 Co-Founder of AppGreen Limited

Make Friends with
• We have 50 talents in local team and over 100 people in global
team
• Supporting region: Hong Kong, China, the Philippines, Taiwan and
Canada
• We have full team in account servicing, project management,
technical and creative work
• In 2010 to 2012, we developed over 150 mobile apps, 100
websites, 50 mobile websites and managed over 50 mobile &
social media campaigns

Mobile & Social
Application
•iOS, Android App
•Mobile Web &
Game
•Web and Social App
•Facebook App
•Augment Reality
Solution
•Indoor Positioning
•LBS Solution
mCommerce
•mCommerce
Strategy
•Mobile Shopping &
Commerce Solution
•Mobile Payment
•Social Commerce
•O2O Marketing
New Media
Marketing
•Digital Strategy
•WOM Marketing
•CPC, CPA & Mobile
Advertising
•Social Media
Marketing
•Digital Campaign
Management
•eDM Management
•Digital Analytics
Digital Publishing
•iOS & Android
eBook Publishing
•Enterprise Digital
Publishing
The winner of 2011
Red Herring Asia 100
Top 100 Growth Award
of Asia Brand
7 Kam Fan Awards 2012

GLOBAL MOBILE TRAFFIC
GROWING
MOBILE INTERNET
TRAFFIC SURPASSED
DESKTOP INTERNET
13%
MOBILE TRAFFIC
GROWING IN 11/12

MOBILEWHY
1MILLION
SMARTPHONES
SOLD DAILY
50%
OF DATA IS NOW CONSUMED
ON MOBILE DEVICES
AND GROWING
66%
ROUGHLY TWO-THIRDS
OF AMERICANS HAVE
AN APP DEVICE
80 MINS
MOBILE USERS SPEND
80 MINUTES IN APPS
EVERY DAY

Preferring Messages
Source: Hotmob Ltd 2013

Actions Taken

Reasons to Click Ads

App Content ever Clicked

Modern Shopper’s Expectation
• Special shopping experience
• Get exclusive discount
• Shopping anytime anywhere
• Buy products with stories
• Share shopping experiences
• Instant access to expertise
• Wants to be offered a prefect
match

0 10 20 30 40 50 60 70 80 90
China
Taiwan
UK
USA
Percentage
Country
What Smartphone users usually do with their phones?
Smartphone owners Used online/mobile
shopping coupons
Smartphone owners Accessed a social
network
Smartphone owners Searched for
restaurants/pubs
Smartphone owners Purchased a
product/service
Smartphone owners Product search
Smartphone owners Browsed the Internet
Smartphone owners Used an application
Smartphone owners Tethered to a
computer
Traditional retailers have been facing serious challenges recently
Source: http://www.flickr.com/photos/unav/4118995807/sizes/z/in/photostream/

85%of US consumers
are expected to
use their phone
while shopping
in-store in the
2012 holiday
season Source: http://www.flickr.com/photos/ljrmike/6981556406/http://www.4d.com.hk 14

41
60
69
65
0 10 20 30 40 50 60 70 80
China
Taiwan
UK
USA
Has ever purchased on smartphone
Smartphone owners No
Smartphone owners Yes
Source: http://www.flickr.com/photos/nrkbeta/3905907681/sizes/z/in/photostream/http://www.4d.com.hk 15

Source: Mobile Commerce Guide of ebiDigital
Mobile Conversion Funnel

Tips for Gaining Mobile Data - 1
• Google Mobile Planet
– http://www.thinkwithgoogle.com/mobileplanet/en/
– A regular survey for different countries starting in 2011, this
enables you to prepare your own reports.
• ITU
– http://www.itu.int/ITU-D/ict/
– The International Telecoms Union data reports mobile usage
including mobile broadband subscriptions to show growth in use
of mobile. This reported at country, continent and overall levels,
so is the best overall source for mobile penetration worldwide.

Think with Google, Mobile Planet

• Xyologic app download reports
– http://www.xyologic.com/app-downloads-reports
– This is a great source for showing the overall level of app usage
across the four major mobile app platforms by country and
drilling down into the popularity of individual apps for different
sectors like retail, banking and travel. Around 30 countries are
covered
• Flurryblog
– http://blog.flurry.com
– For specific reports on trends in app usage. For example, this
recent compilation of app usage shows the dominance of games
and social networking and the potential of utilities.

• Comscore Digital Future Series
– http://www.smartinsights.com/marketplace-analysis/customer-
analysis/new-free-worldwide-digital-media-statistics-reports-
starting-with-uk-us-and-europe/
– Comscore is one of key worldwide sources useful for marketers to
help us find out about the changes in use of mobile media by
consumers.
• Ofcom Internet usage report
– http://www.smartinsights.com/marketplace-analysis/customer-
analysis/new-internet-usage-report/
– Ofcom’s seventh International Communications Market

ELEMENTS NEED FOR BUILDING AN CHARMING APP
What is your purpose?/ What kind of result do
you expect?
Design for your target group/ Imagine the user
scenario
Highly leverage on what a smartphone can do
A user-friendly experience/ Think what your
customers think/ Don’t plan too much
Launch the app smartly and how to maintain

FUMET Framework
Fluent in manipulation
User Experience
Marketing
Extendable
Targeting

What is your purpose?
/What kind of result do you expect?
It is NOT a small/mini version of your website
Branding-based/Transaction-based/Campaign-
based
Who do you want to attract?
Newbie to your company
Non-loyal clients
Loyal clients
Viral effect/Attract your potential clients to
download

Design for your target group
/ Imagine the user scenario
 What do your target group need
 Why they want to download your app
 motivation by designing functions
 Imagine how they use your app in different
scenario
 What kind of problem or need can be solved by
app only
 What kind of process can be shortened by your
app

Highly leverage on what a smartphone can do
Touch Screen
Camera/QRCode/Augmented Reality
Motion Detection/Sound Detection
GPS
NFC
Internet Access/Phone Book Access/Photo
Access/Social Sharing Service Integration
Push Notification
Instant Messaging/Communication with others

A user-friendly experience
/ Think what your customers think
/ Don’t plan too much
 Make sure you know how they interact with
different operating system/different
phones/different devices
 Don’t include too much functions in one app
 Keep it simple and easy
 Lean Development
 Solve the real problem
 Design and User-friendly is the most important
thing

Mobile Pattern Reference
 http://www.mobile-patterns.com/
 http://pttrns.com/
 http://inspired-ui.com/
 http://www.lovelyui.com/
 http://patterntap.com/
 http://designsnips.com/

CHECK IN

POPOVER

WALKTHROUGHS

IMPORT FRIEND

Launch the app smartly and how to maintain
When to launch, how to launch
Your app design itself is the best selling point
Collect user feedbacks and modify your
development plan
Killing function
Catch the real need
2 weeks to 1 month for one version update

Advertising Strategy
Think what your
users think
Design in-line
layout with
devices
Minimize the
loading time
Offer a strong call-
to-action
Learn from
analytics tool
39http://www.4d.com.hk

CityWalk - Game

QR Cookie

Nordstorm - cross-channel
interaction for brand loyalists
• Skirting competition

Diesel's Facebook-Enabled QR
Codes
• https://www.youtube.com/watch?feature=player_embedded&v
=4OZmbBPym1k

Macy's QR Code Explanations on
YouTube
https://www.youtube.com/watch?feature=player_embedded&v=ZMYIrQ3Wy80

Starbucks Loyalty Program

Please Drop Me a Line
Eric Tang, eric@4d.com.hk/98591902
Four Directions
Room 511, Block B, Hoi Luen Industrial Center,
55 Hoi Yuen Rd, Kwun Tong, Hong Kong
Tel.: (852) 2154 0069
Fax.: (852) 3016 9790

Marketing Your Mobile Apps

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