Mobile Apps - How can it help brands achieve their objectives?

“Mobile Apps”
How can it help brands achieve their objectives?
PRESENTED BY
SENTHIL ANAND

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# 1. The ‘app’ertunities
The Opportunities that Mobile Apps provide to marketers

The Most Powerful Medium
 Mobile has opened up a new Medium which can
help marketers reach out to the Personal Space of
the end customer
 What makes this Medium Powerful?
 India now has more mobile phones than TV sets, and
mobile Internet users spend more time with their phones
than with any other media including TV.
 Mobile Internet traffic surpassed desktop Internet traffic in
May 2012 in India, according to data cited by Chirag Arora,
researcher at IIT Delhi.
 On an average, Mobile users can't leave their phone alone
for fifteen minutes and check it up-to 75 times a day
Broadcast Media
Social Media
Mobile
What Next?

# 2. Understanding Mobile Apps
What is a Mobile App? What are the different Types of Apps?

What is a Mobile App?
 “A mobile application, most commonly referred to
as an app, is a type of application software
designed to run on a mobile device, such as a
smartphone or tablet computer.”
 Attributes of a Successful Mobile App
• Meets a specific need of the user
• Fast and Nimble
• Simple and Easy to Use

Types of Mobile Apps
Features
Features
Features
• Platform Specific
• Access to Native Features
• Enhanced User Experience
• Push Notifications
• Upgrades go through stores
• Access to Native Features
• Push Notifications
• Code Re-usability
• Easy Upgrades
• Shared via App Stores
• Browser based access
• No access to Native Features
• Cross Compatibility
• No Push Notifications
• Easy Upgrades

An Affordable Alternative for Short-Term Apps
 Facebook Applications are great tools to
engage your fans and a mobile compatible
Facebook Application can help you leverage its
capabilities to the fullest.
 The fact that nearly 75% of the smart phones
have the Facebook Native App, makes it a
logical extension to create short-term apps.
 Facebook is about to introduce a “share”
feature for applications as well. This will make
FB apps more viral on mobile.

Why do people use Mobile Apps?
Entertainment Socialize
Instant
Information
Utility
Apps that help the
user to kill time or
take a leisure break
Apps that help the user to
socialize with his friends
and make new ones
get immediate information
on their preferred topics
organize themselves and
serve a specific purpose
Apps can be summarized into 4 categories

#3. How Brands use Apps

Johnson & Johnson
 A long term strategy from Johnson &
Johnson, focusing on the end customer
 A Platform which provides information to
mothers and mother’s to be on different
aspects of pregnancy and child care
 Subtly promoting the Johnson &
Johnson baby products through ads and
offers
 The application is a Hybrid Application
with a fully responsive WAP site as well

Titan - HTSE
 A short term product promotion strategy
from Titan
 The Key to the success of the App was
the unique idea and the user
engagement
 The application was also made available
on Facebook
 The application also had Augmented
Reality which was a great add-on to the
mobile app.

L’Oreal Colour Genius
 A long term idea from L’Oreal
 The app suggested the user on what to
wear and also promoted the L’Oreal
products
 The application had a social connect,
which ensured the application became
viral organically
 Next version of the application comes
with a social network of L’Oreal users

Canal +
 A long term idea from Canal + (leading
television channel in Europe)
 The app was a social network of Soccer
fans and it allowed user to predict
winners
 The app is re-activated everytime during
the soccer season
 The application is actually a Facebook
application, compatible on mobile

Key Aspects from these Apps
 Clear Objective
 BabyCentre :: Create a platform for prospective customers
 Titan HTSE :: Excite the user and give him a unique experience of
HTSE
 Colour Genius :: Help the user in choosing the right product
 Canal + :: Create a platform for customers / fans
 Key Offering
 BabyCentre :: Exclusive Information to the Mother to be
 Titan HTSE :: A new experience
 Colour Genius :: Utility for the TG
 Canal + :: Socialize
 Shareability
 BabyCentre :: Had Birth Club Community
 Titan HTSE :: Augmented Reality and Share on Facebook and Twitter
 Colour Genius :: Shareable on Facebook
 Canal + :: Facebook Community

#4. Conceptualizing a Mobile App
A Step by Step Process Guide

Branded Apps

4 Mistakes that Brands do
 Recreating the web experience
 Don’t think of an App that re-creates a web-experience. Better
develop a Mobile compatible mobile site.
 How many steps does it take for a user to perform an action?
 Throwing branding out the window
 An app should be an extension of the brand, but don't lose site of the
brand identity.
 Assuming there's an audience
 Without a plan, a branded app is likely to be one of the 400,000
“zombie apps” that are never even downloaded from the App Store.
 Businesses should study their audience and identify the unmet need,
and then use their app to solve that problem.
 Don’t make it Packed with Features
 Include as little features as possible. Don’t stuff your application idea
with everything that you’ve got
 Go with one unique Feature and make the entire app simple

Steps in Developing a Successful Mobile Application
Develop a Unique Concept
Will the user be
excited?
Is this
“shareable”?
Is it usable?
One time or
repeat Use?
Set the Theme
Information Utility Entertainment Social
Set The Objective
Long Term Short Term

Steps in Developing a Successful Mobile Application
Key Aspects to Note
Size of the App App Store Reviews The first 3 Minutes
Do I Monetize the App?
Introduce M-Commerce Provision for Ads
What is the Platform that I can use?
Native App Hybrid App WAP Facebook App

Thank You!

Mobile Apps - How can it help brands achieve their objectives?

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