Presentation Slides about iPhone applications from the Mobile Marketing Seminar hosted by InBlackandWhite

1. Appiness Jon Keefe CEO

2. Flipping the Mobile Phone Entertainment Location Awareness Capturing and Sharing Experiences Helper tools Payments Oh and yes to make calls

3. Mobile Numbers Why iPhones (91 % at the moment*) *because Android is coming up fast and don’t forget Blackberry, Nokia, Palm et al

4. Scale In May 2009 the one billionth* app download, Bump created by Bump Technologies, was downloaded by Connor Mulcahey, age 13, of Weston, CT. As the grand prize winner of Apple’s one billion app countdown contest, Connor will receive a $10,000 iTunes gift card, an iPod touch, a Time Capsule and a MacBook Pro.

5. Apps per month submitted www.148apps.com

6. Approval times Oct 2009 Max 48 days Average 11.5 days www.148apps.com

7. iPhone numbers

8. 30% of iPhone users are Mums The Media Festival 2009

9. 42% of iPhone users are under 25years old The Media Festival 2009

10. 25% of iPhone users use apps > 80mins per day The Media Festival 2009

11. Successful iPhone App Strategy

12. On the move I’ve a few minutes to kill I’m settled and engaged (alone/group) Context

13. Content Toys Tools Communications Games Utility

14. Mobilise don’t miniaturise Apps should feel Apple-like Don’t create a potential negative experience, gracefully handle poor connectivity Exploit the technology & delight User Experience

15. Paid for At download 34% readily make purchases up to £2.99 Freemium model ie: Twitteriffic, Spotify (63% upgraded from free/lite “they liked” to premium version “they loved”) Advertising Networks Sponsorship Free 59p is same as free Indirect brand value add (there are currently 30,000 free apps available Monetisation models

16. Unless your business model is based on the App store, in the big scheme of things forget it – Its about brand, customer service and fun Virgin Atlantic – Fear of Flying NHS – Alcohol unit tracker P&L Impact

17. Below 10Mb and users can download app. untethered Swap functionality for hot areas i.e iPhone incoming call screen Account for accidental touches in UX proximity Keep the error notification as passive as the situation merits Support rotation fully or not at all Use sound – Hint, iPhone is iPod with a phone in it Design & Tech Tips

18. 10-25.0K What should it cost?

19. Manchester Airports Group A Case Study

20. What should our app do? Ease traveller journey Live Flight info Locate Terminal Drive online car park sales Promote Retail

21. Phase 1 Live flight info Directions and terminal information Integration with mobile car park booking site

22. Application Home Tap the flight number or destination fields to apply filter. If Get flight info is tapped without any filters being applied, the user will be sent to results page displaying ALL arrivals

23. Enter Destination Action User is presented with a scroll down menu displaying all Arrivals or Departures. Once chosen, the user is taken to results page displaying all arrivals from (or departures to) that Airport.

24. Search Results Results are displayed following filter actions (if any) The button enables the user to update displayed data. selects a flight and displays the flight information page

26. Terminal

27. Due time/date

28. Status refreshes status displays terminal information (getting here)

29. My Favourites To avoid repeated searches, flights can be added to favourite list.

30. Getting here Phase 1 will display static map at suitable zoom to show airport and terminal positions Clicking map will open up Google Maps application in iPhone to allow user to search for directions More terminal information is available

31. Getting here – Terminal information Static text information on how to get to terminal User can add ad contact to ease directions search Again the map link will open external application

32. Car Park Booking For Phase 1 the car park booking would be achieved by adaptation of the existing mobile web application. The HTML and CSS would be redesigned to suit the iPhone and app look-and-feel

33. Car Park Booking Mobile web app would be displayed in web kit browser Appear to the user as an in application transaction.

34. Push Notifications for live flight info Integrated Car park booking Improved “getting here” section Retail Terminal Maps Product Search Offers Voucher The application work in line with existing CMS and content to maximise efficiency Phase 2

35. Phase 3 Augmented Reality Retail Promotions Plane information Easter Egg promotions Destination information My Airport Guide Find your friends Locate other app users Share location

36. What fitted into buildings 25 years ago today fits in your pocket and in 25 years will fit inside a blood cell Ray Kurzweil Entrepreneur, Scientist & Futurist

37. Since May this year a further 1 billion Apps have been downloaded

38. Thank you, any questions? jon.keefe@kmp.co.uk