gemma ravensdale - ben apps for business

Developing smartphone applications for your business and brands

A Purposeful AppGemma Ravensdale - Planning Director

Mubaloo

Bespoke App Solutions for Businesses and Brands

40 Staff, 50 Apps and counting

London, Bristol, Berlin, Helsinki, New York

Application Strategy

“We’d like to dip our toe in the water… where shall we begin?”

Review and definition of the mobile strategy:

Who's it for

It’s role within the business

How to measure success

“What are the potential revenue streams?”

“How big is the potential audience?”

“How does this sit alongside my other services / marketing activity?”

Application Scope

“I guess it’s not so simple as condensing our existing website?”

Definition of the scope:

UX – Business & Audience requirements

Prioritisation of functionality and content

“What functionality is possible within the various mobile platforms?”

“What experience can we offer to our customers?”

“How much would it cost to do X?”

A focus on Purpose

“Is Purpose the new Proposition?”

A Purposeful AppBrand Experience

Increase relevance

Listen and interact

Build momentum

Service Extension

Increase reach

Improve accessibility

Build reliance

The Role of an App

The Role of an App

Service extension

Marketing tactic

A channel in itself

Sales tool

Internal tool

Brand experience

Hardware extension

Info on the move

A taster

Drive acquisition

Build PR

Engagement-led

Entertainment / Events

Supports less formal comms

Up to date

Intuitive

Capture data on the move

Supporting internal comms

Building efficiencies

Top 5 Tips for a Purposeful App

Top 5 tips for a Purposeful App

A purposeful app...

1. Does not translate your offering – Instead it should evolve it

2. Keeps it simple

3. Recognises it’s role within the broader business offering

4. Offers a two way value transaction

5. Learns from user behaviour and responds

VALUE

Val

ue

Complexity

Y

N

Meeting Commercial Targets

Meeting Commercial Targets

Monetisation

In-app purchases

Partner promotion

Promotion of premium apps

Subscription services

Momentum

Educate internal teams

Make the most of existing assets

Seed among prime advocates ahead of “stretch” audience

Many thanks for your time

Embassy House

Queen’s Avenue

Bristol

BS8 1SB

85 Strand

London

WC2R 0DW

280 Madison Ave # 912

New York NY 10016

USA

Gemma Ravensdale

gemma.ravensdale@mubaloo.com

0117 973 3983

Keilasatama 3

Espoo, 02150

Finland

Potsdamer Platz 10

Berlin 10785

Germany