iOS7 For Marketers and Advertisers:Why It Matters

Gene KeenanFounder, Collective FactoryJune 17, 2013 TCF

Monday, June 17, 13

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APPLE STILL MATTERSKEY STATS• 6MM registered developers• 1.5MM New developers in last year alone• 50BB Apps downloaded• Over 80% of all 2012 holiday online shopping done via

mobile was done on iOS • 575MM accounts. Most with CC attached. More than

any other online store. (adding 500,000 a day)• 93% of all iOS devices are on OS6 (37% for android).

iOS is still the most popular OS in the world• iOS app sales are 4.6x greater than Android

APPLE STILL WINNING

iOS App Sales: http://www.idigitaltimes.com/articles/17985/20130531/ios-app-sales-vs-android-apples-itunes.htmiTunes Accounts: http://appleinsider.com/articles/13/06/14/apple-now-adding-500000-new-itunes-accounts-per-dayHoliday Sales: http://www-01.ibm.com/software/marketing-solutions/benchmark-reports/benchmark-2012-black-friday.pdfApp numbers, developers, number downloaded: http://9to5mac.com/2013/06/10/tim-cook-talks-numbers-at-apples-wwdc-2013-keynote-407-retail-stores-1m-daily-visitors-6m-registered-devs-more/

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NEW DESIGN FOR IOS - ADAPT EXISTING APPSWHAT:• Apple has followed MS and utilized the Swiss

graphic design sensibility• Icons and layout are flatter• UI is completely redesigned

WHY IT MATTERS:• Marketers need to examine existing user

experiences and interfaces and adopt them to the new human interface guidelines developed by Apple

• HIG:https://developer.apple.com/library/prerelease/ios/documentation/UserExperience/Conceptual/MobileHIG/index.html

iOS7iOS6

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MAPPING - IN-STORE MAPPING - SDK FOR APPSDEFINITION:• Apples mapping service

WHAT:• Apple maps have received significant important

updates• Map toolkit for 3rd party apps• iBeacons + Inclinometer for more precise location

(micro-location) information like In-store, museums, airports, etc.

WHY IT MATTERS:• Marketers focused on travel sectors can now utilize

apple maps within their own native experiences• iBeacon could potentially be used by store

owners to provide location mapping in-store that is accurate within a few feet

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PASS BOOK - 2D CODE SCANNINGDEFINITION:• Passbook is Apples tool kit for keeping track of

tickets, coupons, gift cards, etc.

WHAT:• Apple has implemented a 2D code scanner into

Passbook

WHY IT MATTERS:• 2D codes which have not taken off with consumers

may finally get some uptake (implementation is still TBD).

• Apple may also be implementing a simple way to obtain Passbook items like Coupons. This would be very valuable to marketers. Think print+scanner+share+utilize

http://techcrunch.com/2013/06/11/hidden-ios7-features/passbook-for-ios-7/

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PASS BOOK - SHARINGDEFINITION:• Passbook is Apples tool kit for keeping track

of tickets, coupons, gift cards, etc.

WHAT:• Apple has implemented sharing of Passbook

items via AirDrop

WHY IT MATTERS:• Marketers can now incentivize users to share

coupons and gift cards, contact etc. with their friends and family

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iTUNES RADIO - ADVERTISING OPPORTUNITIESDEFINITION:• ITUNES RADIO is Apples competitive offering

to the likes of Spotify and Pandora

WHAT:• Apple will offer a free ad supported service

and a premium paid service

WHY IT MATTERS:• Marketers will be able to purchase “radio

spots” within iTunes Radio environment

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iCLOUD and KEYCHAIN - ENHANCED SECURITYDEFINITION:• iCloud is Apples cloud service offering.

Keychain is Apples service for storing passwords and credit card information

WHAT:• Apple has increased security by making it

seamless across all of their devices. Users will be able to transfer credentials between devices automatically through easy login

WHY IT MATTERS:• Makes it easier for customers to engage with

brands on a monetary level by eliminating barriers to entry on a continuing basis

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GAMING - APPLE ADDINGDEFINITION:• Gaming

WHAT:• Apple already dominates in the gaming arena.

Now they have released game controller API’s. Logitech and Moga intend to release game controllers for iOS

WHY IT MATTERS:• Think Apple TV + iOS + Game Controllers +

Advertising Opportunities in the living room

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AUTOMATIC APP UPDATINGDEFINITION:• Apps have had to be manually updated by

users in the past

WHAT:• Apple is now enabling automatic background

updates to applications (and the system) on the phone

WHY IT MATTERS:• Brands can now adopt a more agile process

to application development. Focus on numerous smaller updates instead of large updates knowing that updates are made automatically

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iOS IN THE CARDEFINITION:• Apple integration with automobiles

WHAT:• Apple is now providing tool kits for

implementation of iOS with at least 12 automakers starting next year

WHY IT MATTERS:• iOS in the car combined with “Apps Near Me”

will provide new and relevant ways for consumers to discover brands while traveling

• Brands should assess the value of having relevant in-car experiences

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TCFhttp://www.blogcdn.com/www.engadget.com/media/2013/06/airdrop4.png

AIR DROP - FILE SHARINGDEFINITION:• Apples over the air file (OTA) sharing function

WHAT:• Apple brings Air Drop to iOS

WHY IT MATTERS:• This combined with Passbook will provide a

simple and seamless way to share coupons, gift cards, etc. over the air with those nearby

• In addition photos videos and other content can be shared OTA

• Based on API it will also support 3rd party files

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APPS NEAR MEDEFINITION:• Apples app store based on location

WHAT:• App discovery based on location/popularity

WHY IT MATTERS:• Retailers need to reconsider sitting on the

sidelines in regards to native app experiences• Apps Near Me combined with in-store location

experiences or the in-car implementations could mean killer apps for many brands

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MULTI-TASKINGDEFINITION:• Running multiple apps at the same time

WHAT:• Apple brings true multi-tasking to applications

WHY IT MATTERS:• Apps will now be able to run in the

background providing useful updates and utility to users instead of being kept in stasis

• Certain verticals (travel for instance) need to look at how this effects their current application builds

http://macaficionados.files.wordpress.com/2013/06/ios-7-multitasking.png

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- 9%

http://cdn.cultofmac.com/wp-content/uploads/2013/06/iOS7level.gif

INCLINOMETER - LOCATION BY 3D SPACEDEFINITION:• 3D space tracking

WHAT:• Apple brings three dimensional tracking to

iOS7. Track location based on altitude in addition to XY coordinates

WHY IT MATTERS:• The Inclinometer combined with iBeacons and

GPS may provide marketers ways provide location specific information based on what floor of a retail store they are in

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THANKS FOR LOOKINGContact me to discuss your iOS 7 StrategyThis document is only a thought starter and not meant to be an exhaustive examination of possibilities

Gene KeenanFounder, Collective Factoryhello@thecollectivefactory.com415.218.7369

FOR MORE:http://www.slideshare.net/genekeenan1/presentations

Monday, June 17, 13