Cezary PietrzakDirector of Marketing !Spencer BurkeMobile Strategist
#MRMstrategy
iOS 7 IMPLICATIONS FOR APP MARKETERS: 1 MONTH LATEROctober 22, 2013
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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)
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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
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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
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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
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You can adapt to iOS 7
Seatgeek iOS 7
Seatgeek iOS 6
Kickstarter iOS 7
Kickstarter iOS 6
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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
“
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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
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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.
CONNECT WITH USwww.appboy.com [email protected]@appboy
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