new digital products special session 01 dec11
Post on 19-Oct-2014
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Your brand seen through the eyes of an iphone user
Ernst & Young London - December 1st, 2011based on:
Smartphones and Apps:A booming marketSmartphones and Apps:A booming market
„Gartner forecasts that by 2014, there will be more than 70 billion mobile application downloads from app stores every year. This will grow from a consumer-only phenomena to an enterprise focus. With enterprise app stores, the role of IT shifts from that of a centralized planner to a market manager providing governance and brokerage services to users and potentially an cosystem to upportentrepreneurs. Enterprises should use a managed diversity approach to focus on app store efforts and segment apps by risk and value“Quelle: Gartner
Smartphones Mobile Apps
Booming Android
Smartphones and AppsSmartphones and Apps
New challenges and opportunitiesNew challenges and opportunities
• Apps become a major customer touchpoint
• Apps attract consumer and business customers
• An unmanaged app portfolio is like an unmanaged brand
• App consultancy and audits is a growing business
This is not a.....This is not a.....
What if your brand had many apps...?What if your brand had many apps...?
Action: Manage your portfolio of apps!Action: Manage your portfolio of apps!
• What is your portfolio
• Finding an app on the phone
• Icons and app names
• Publisher names and app store accounts
• App marketing toolbox
App Store accounts• Nike, Inc• Nike Italy
Icons and names• Nike brand logo• partly explanatory
names
Note• Nike/Apple hardware
partnership
App Store accounts• PUMA Japan K.K• PUMA AG
Icons and names• no real branding
App Store accounts• adidas AG• adidas eyewear• adidas international,
Inc• adidas Japan K.K.• agencies
Icons and names• 6 x brand logo• explanatory names
A clear message to customers?A clear message to customers?
trackName artistName sellerName
adidas Originals adidas International, Inc. adidas Group
adidas Urban Art Guide adidas AG adidas AG
miCoach adidas International, Inc. adidas Group
adidas Super 64 adidas Super 64 Michael Flynn
adidas eyewear adidas eyewearSILHOUETTEInternationalSchmied AG
adidas reader IPS Pirates IPS Pirates
adidas大学 adidas Japan K.K. adidas Japan
アディダス時限クーポン adidas Japan K.K. adidas Japan
adidas shake ID\TBWAID LEW_LARA/TBWAINTERNET PROPAGANDA
iTunes: publisher names iTunes: publisher names
Different views Different views
Some industries & brands are advancedSome industries & brands are advanced
• Automotive
• Mobile Operators
• Coca Cola
• Games
Automotive: AudiAutomotive: Audi
Find an app on the phone
Automotive: AudiAutomotive: Audi
Website
Mobile Website
Automotive: AudiAutomotive: Audi
A proper landing page for apps related topics
Each app is represented:
App portfolio management basicsApp portfolio management basics
✓ App icon design guidelines
✓ App naming guidelines
✓ Manage categories, keywords and descriptions
✓ One App Store account for all brand apps
✓ One landing page/support page for all brand apps
✓ App monitoring and reporting
✓ Customer support and feedback structure
✓ Provide guidelines and tools for 3rd parties making use of your app
Service proposition• uniqueness• target audiences• competition• message• benefit• relevance
App design• icon consistency• tested icon design• app usability• app sensor usage• situation & context aware design• user centricity• mobile websites
App store optimisation• competitive research• app description• keyword write and research• category research• screenshots• app pricing• updates• reviews & ratings
Launch promotion• sneak peek preview• beta testing• promo codes• forums & communities
Promotion packages• press release• twitter & facebook• custom twitter account• Facebook Fan Page • review sites submission• promotional pricing• banner for apps• in-market app tracking• in-app analysis• app store SEO• app website promotion• web SEO• teaser youtube video• web support pages• mobile websites
App & serviceportfolio managament tools and topicsApp & serviceportfolio managament tools and topics
AppApp
And this is the real challenge...And this is the real challenge...