Transcript
Page 1: iOS 7 Implications for App Marketers (10.22.13)

Cezary PietrzakDirector of Marketing !Spencer BurkeMobile Strategist

#MRMstrategy

iOS 7 IMPLICATIONS FOR APP MARKETERS: 1 MONTH LATEROctober 22, 2013

Page 2: iOS 7 Implications for App Marketers (10.22.13)

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iOS 7 has made a big splash

73%of Apple users are on iOS 7

3 daysto cross

50% adoption

9MMiPhone 5S/5Cs

sold 1st weekend

11launch countries (including China)

Page 3: iOS 7 Implications for App Marketers (10.22.13)

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iOS 7 has made a big splashAnd it’s a great leap forward

• Every new release of iOS since 2007 has brought new changes, from big hits like FaceTime to flops like Apple Maps

• But Apple has never released such a dramatically different, feature-rich update

• iOS 7 brings app marketers closer to the end user than ever before

!!— Jony Ive, SVP of Design

iOS 7 is the most significant change to the mobile operating system since our first iOS platform"

“v

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iOS 7 is pushing the personal

ENGAGE ME ‣ New UI ‣ Falling user reviews ‣ Algorithm changes

SYNC ME ‣ Automatic updates ‣ Background fetch ‣ AirDrop

LOCATE ME ‣ Popular Near Me ‣ Passbook ‣ iBeacons

Page 5: iOS 7 Implications for App Marketers (10.22.13)

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Appboy drives the “Me”

• Appboy is the leading platform for mobile relationship management (MRM)

• We’re the only company that offers key MRM tools on one dashboard: • User segmentation • Multi-channel messaging (push / in-app / email) • Automation • Customer support

• Appboy can help you improve organic engagement by 25%-80%

LAPSED USER

SOCIAL INFLUENCER

BIG SPENDER

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SYNC ME LOCATE ME‣ New UI ‣ Falling user reviews ‣ Algorithm changes

ENGAGE ME

Page 7: iOS 7 Implications for App Marketers (10.22.13)

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iOS 7 connects on many levels

• Visual: Flat design, bright colors, thin fonts, borderless views,parallax effect

• Functional: new gestures, new interactions, disappearing controls

• Emotional: light, airy, fun

Page 8: iOS 7 Implications for App Marketers (10.22.13)

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You can adapt to iOS 7

Seatgeek iOS 7

Seatgeek iOS 6

Kickstarter iOS 7

Kickstarter iOS 6

Page 9: iOS 7 Implications for App Marketers (10.22.13)

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Or you can transform

FacebookiOS 7

Facebook iOS 6

!!— Mark Jardine, Tweetbot

Playing with the beta of iOS 7 brought us to the realization that this would not just be a re-skin. We really had to just start over with the new foundation and concepts of iOS 7

Page 10: iOS 7 Implications for App Marketers (10.22.13)

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But doing nothing will cost you

TweetbotWhatsApp

3.56avg. app rating

2.81for reviews w/ “iOS 7”

vs.

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Positive app ratings impact discovery

• Apple improved its ranking algorithm to incorporate app ratings in July/August 2013

• Previously, ranking relied only on ‘popularity’ and ‘velocity’

• Rankings are also now updating on a 3-hour schedule vs. 15 minutes

• Apple will continue tweaking its algorithm to reward engaging apps

Engagement

Positive ratings

Rankings

Discoverability

The Virtuous Cycle

App

inst

alls

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Improve iOS 7 engagement in 3 steps

Still in iOS6? Triage your options and avoid inertia at all cost

Spend more time listening to your customers

Think about simple ways to start a dialogue with your customers

01

02

03

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Engage me Locate meLOCATE ME‣ Automatic updates ‣ Background fetch ‣ AirDrop

SYNC ME Locate meENGAGE ME

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iOS 7 has made a big splashWe’re moving to a real-time mentality

iOS 6 and earlier iOS 7

Network limitations Frictionless interactions

Slow load speeds Instant gratification

Frustration Efficiency + value

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iOS 7 has made a big splashExperiment more with automatic updates

• Product teams can get new app functionality to market quicker

• More freedom to focus on new feature awareness and adoption

• Tweak, optimize, and measure more efficiently

• Tailor an experience to the needs of their audience

Pinterest

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iOS 7 has made a big splashEliminate the wait with background fetch

• Background Fetch allows your app to fetch data on a regular basis, so it’s ready the moment your app is launched

• Applications: breaking news, sports scores, stock prices, pre-loading content for places w/ weak network

• Give people what they want fast, without the worry of technology getting in the way

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iOS 7 has made a big splashDrive sharing and installs with AirDrop

• Use Airdrop to encourage immediate peer-to-peer sharing

• If users don’t have the app, it will require an App Store install - big opportunity to increase organic discovery

• Stronger engagement - recommended by friends and starting with content

Kayak

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ENGAGE ME SYNC ME Engage me‣ Popular Near Me ‣ Passbook ‣ iBeacons

LOCATE ME

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iOS 7 has made a big splashLocation has hit its stride

• Location has been a controversial issue in mobile since app developers first started using it

• iOS 7 has found a good balance between privacy concerns and the value of location data

• Using location to provide context is becoming an indispensable part of a mobile marketer’s toolbox

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iOS 7 has made a big splashiOS 7 location features that arepro-user

Popular Near Me

PassbookThe place to keep your digital coupons, airline & train tickets, movie passes,  rewards and gift cards, now with QR code functionality.

iBeaconsGPS for inside. Can be used to find products in a store, or seats in a stadium. Useful!

Increases discovery of niche and local apps based upon “hyper local” searches and downloads. What are people in my location downloading? Now you know.

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CONNECT WITH USwww.appboy.com [email protected]@appboy

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