sms is the killer app!

The The KillerKiller appapp

The The KillerKiller appapp

(And why it won’t be an iPhone App)

Marketers are Marketers are falling over falling over

themselves to get themselves to get on the smartphone on the smartphone

band wagon and band wagon and find the “killer” appfind the “killer” app

We still haven’t

found our killer app!

We still haven’t

found our killer app!

We have an APP now!

We have an APP now!

Will pay €10,000’s

for an app

Will pay €10,000’s

for an app

Now we have an app we

are doing the whole

mobile marketing

“thing”

Now we have an app we

are doing the whole

mobile marketing

“thing”

Wait Wait Just Just

AAMinuteMinute

Some Some important important questions are questions are going unasked going unasked about this app about this app

hysteriahysteria

Such as...Such as...

How frequently How frequently will they use it?will they use it?

What are the incentives What are the incentives to use itto use it

How big How big is my audience?is my audience?

How much How much will it cost?will it cost?

Maybe we should take a look them

then?

Maybe we should take a look them

then?

1How Frequently How Frequently will they use it?will they use it?

iPhone app usage over iPhone app usage over timetime

25%25%

20%20%

15%15%

10%10%

5%5%

0%0%

1 da

y1

day

11 d

ays

11 d

ays

21 d

ays

21 d

ays

31 d

ays

31 d

ays

41 d

ays

41 d

ays

51 d

ays

51 d

ays

61 d

ays

61 d

ays

71 d

ays

71 d

ays

81 d

ays

81 d

ays

91 d

ays

91 d

ays

iPhone app usage over iPhone app usage over timetime

25%25%

20%20%

15%15%

10%10%

5%5%

0%0%

1 da

y1

day

11 d

ays

11 d

ays

21 d

ays

21 d

ays

31 d

ays

31 d

ays

41 d

ays

41 d

ays

51 d

ays

51 d

ays

61 d

ays

61 d

ays

71 d

ays

71 d

ays

81 d

ays

81 d

ays

91 d

ays

91 d

ays

Days After Download

iPhone app usage over iPhone app usage over timetime

25%25%

20%20%

15%15%

10%10%

5%5%

0%0%

1 da

y1

day

11 d

ays

11 d

ays

21 d

ays

21 d

ays

31 d

ays

31 d

ays

41 d

ays

41 d

ays

51 d

ays

51 d

ays

61 d

ays

61 d

ays

71 d

ays

71 d

ays

81 d

ays

81 d

ays

91 d

ays

91 d

ays

Days After Download

iPhone app usage over iPhone app usage over timetime

25%25%

20%20%

15%15%

10%10%

5%5%

0%0%

1 da

y1

day

11 d

ays

11 d

ays

21 d

ays

21 d

ays

31 d

ays

31 d

ays

41 d

ays

41 d

ays

51 d

ays

51 d

ays

61 d

ays

61 d

ays

71 d

ays

71 d

ays

81 d

ays

81 d

ays

91 d

ays

91 d

ays

Only Only 1%1% of of

apps are apps are

used 90 used 90

days after days after

downloaddownload

Source: Pinch MediaDays After Download

So there is an So there is an 80% 80% chancechance that your that your smartphone app’s smartphone app’s first day with your first day with your

customer...customer...

Will be Will be it’s it’s lastlast Y

OU

R A

PP

YO

UR

AP

P

2What are the What are the incentivesincentives

It’s unfortunate It’s unfortunate but...but...

It’s unfortunate It’s unfortunate but...but...

People don't wake People don't wake up thinking about up thinking about

your brand!your brand!

They think about a They think about a lot of things...lot of things...

They think about a They think about a lot of things...lot of things...

They think about a They think about a lot of things...lot of things...

Your Brand Your App

They think about a They think about a lot of things...lot of things...

These aren’t These aren’t one of them!one of them!

Your Brand Your App

Why?Why?

Why?Why?They don’t have They don’t have

any incentive to do any incentive to do so...so...

And a smartphone And a smartphone app with app with nnoovveellttyy

value isn’t going to value isn’t going to prove an prove an incentive incentive

for brand interaction for brand interaction for too long!for too long!

3How big How big is the is the audienceaudience

When considering When considering the best medium the best medium through which to through which to conduct mobile conduct mobile

marketing...marketing...

We should think We should think about about how many how many

people can receive people can receive our messageour message

Let’s take Let’s take the Irish the Irish mobile mobile phone phone market as market as an examplean example

Let’s take Let’s take the Irish the Irish mobile mobile phone phone market as market as an examplean example

Smartphones make up about 50% of the market

Smartphones make up about 50% of the market

50% of phones can’t interact with

your app

50% of phones can’t interact with

your app

Smartphones make up about 50% of the market

Smartphones make up about 50% of the market

50% of phones can’t interact with

your app

50% of phones can’t interact with

your app

Smartphones make up about 50% of the market

Smartphones make up about 50% of the market

But it gets worse!

Those 50% aren’t even on Those 50% aren’t even on the same operating systemthe same operating system

Those 50% aren’t even on Those 50% aren’t even on the same operating systemthe same operating system

So you need multiple apps just to So you need multiple apps just to reach 50% of the population!reach 50% of the population!

That’s a That’s a LOTLOT of money of money and a and a LOTLOT of of

development!development!Smartphone share will undoubtedly rise – but the fact remains that apps will always be restricted to reaching a portion, rather than all, of the population

4How expensive How expensive will it bewill it be

Do you have one Do you have one of...of...

These?These?

Maybe one of...Maybe one of...

These?These?

If not then you If not then you probably can’t probably can’t afford an app!afford an app!

When Bloggers When Bloggers boast about:boast about:

When Bloggers When Bloggers boast about:boast about:

“How we built an “How we built an iPhone app for iPhone app for

$4,873” $4,873” and call it and call it a a “shoestring”“shoestring”

You know its going You know its going to be to be priceypricey!!

Ok... I hear you. How

can I conduct mobile

marketing then?

Ok... I hear you. How

can I conduct mobile

marketing then?

Let me tell you!

Let me tell you!

IntroducingIntroducing

The KILLER The KILLER app!app!

IntroducingIntroducing

The KILLER The KILLER app!app!

RE-

Although SMS has Although SMS has been around the been around the

block...block...

It hits all the It hits all the targets!targets!

1How Frequently How Frequently will they use it?will they use it?

You get to decide!You get to decide!

You get to decide!You get to decide!

You can send your You can send your customers alerts to customers alerts to promotions, offers, promotions, offers, deals deals AS THEY AS THEY HAPPENHAPPEN

Hi

2What are the What are the incentivesincentives

Incentivising is Incentivising is easyeasy

&&It’s customisableIt’s customisable

You could send an You could send an SMS with a text SMS with a text

couponcoupon

You could send an You could send an Invitation to a Invitation to a special eventspecial event

You could send an You could send an SMS detailing SMS detailing

exclusive offersexclusive offers

You could send ... You could send ...

Pretty much Pretty much anything!anything!

3How big How big is the is the audienceaudience

Here is the real Here is the real beauty...beauty...

You have the You have the potential to potential to

reach...reach...

Audience

100% 100% of of

PhonePhoness

4How expensive How expensive will it bewill it be

SMS Marketing is SMS Marketing is cost effective and cost effective and

very much very much affordable to the affordable to the average businessaverage business

And doesn’t And doesn’t require eitherrequire either

And doesn’t And doesn’t require eitherrequire either

oror

So...So...

If you have been If you have been looking for the looking for the

“killer app”“killer app”

It’s already hereIt’s already here

To find out more To find out more about how you can about how you can use SMS for mobile use SMS for mobile

marketing...marketing...www.textrepublic.com

http://www.textrepublic.com/mobile-marketing-blog/