Rock mobile! !

Hugo Pibernat !

@hugopibernat hugo.pibernat@gmail.com

!Barcelona

September 2013

A story of love...

Put everything you have into everything you do.

Ingredients

Common senseKnowledge

DataTechnology

Why

What

How

Why

What

How

“Is not What you do, is Why you do it.”Simon Sinek

1:5Only 1 in 5 phones is a smarphone

Apps

• Multitouch

• Better performance

• Rich interfaces

• AppStore presence

• Push Notifications

Why iOS first?

Business models

¿Why is mobile a revolution?

New B2C channel

Direct return

Virtual GoodsLicenses

The user pays

Direct return

Virtual GoodsLicenses

The user pays

Direct return

Virtual GoodsLicenses

The user pays

Indirect return

Value generationAdvertisement

A third party pays

Indirect return

Value generationAdvertisement

A third party pays

Indirect return

Value generationAdvertisement

A third party pays

How do you generate value?

Some numbers

• Square: processes $25 million/day

• Angry Birds: +1billion/downloads

• Instagram: +100 million users

Exercise

Is it always positive to have more users?

Mobile usage

How much?

8% video hours !

15% internet traffic

40% any-age users read the news

Top 100 grossing apps for iOS

Paid 34% vs. 64% Free

Top 100 grossing apps for iOS

Paid 34% vs. 64% Free

No In App Purchase 7% vs. 93% InApp Purchase

Top 100 grossing apps for iOS

Paid 34% vs. 64% Free

No In App Purchase 7% vs. 93% InApp Purchase

Non games 17% vs. 83% Games

Advertising

Advertising

• ~10% of digital advertising is mobile

• ~2% of all advertising is mobile

Native Ads

• Ads in timelines

• Sponsored content

• Geo-located ads

• Shareable ads

• Activity-linked ads

Marketing goals

+ profits - costs

+ satisfaction

¿What is the focus of marketing?

¿What is the focus of marketing?

The user

Areas of Action

Acquisition - Conversion - Engagement

Games

All-time Top-grossing Apps1.Angry Birds

2.Fruit Ninja

3.Doodle Jump

4.Cut the Rope

5.Angry Birds Seasons

6.Words with Friends

7.Tiny Wings

8.Angry Birds Rio

9.Pocket God

10.Camera+

From Business Insider, March 2012

All-time Top-grossing Apps1.Angry Birds

2.Fruit Ninja

3.Doodle Jump

4.Cut the Rope

5.Angry Birds Seasons

6.Words with Friends

7.Tiny Wings

8.Angry Birds Rio

9.Pocket God

10.Camera+

From Business Insider, March 2012

GAMES!!

Current Top-Grossing Apps

9/10 are games!

Candy Crush Saga

SEO

Create content of quality

What is virality?

Virality is the speed of reference.

Exercise:

How do we measure virality?

Analytics

Ingredients

Knowledge

Data

Visualization

Ingredients

Knowledge

Data

Visualization

Ingredients

Knowledge

Data

Visualization

Ingredients

Knowledge

Data

Visualization

Data Overload

Ingredients

Knowledge

Data

Visualization

Data Overload

Useless Data

Ingredients

Knowledge

Data

Visualization

Data Overload

Useless Data

Charts

Ingredients

Knowledge

Data

Visualization

Data Overload

Useless Data

Charts

AGILE DATA-DRIVEN

ANALYTICS

Mobile Analytics

• Google Analytics

• Localytics

• Malcom

• Adobe Omniture

• Custom (BigData)

Measuring success

Key Performance Indicators

What is the value of a user?

• Virality

• Retention

• Mobnetization

Remark: ufert.se - “A comprehensive free-to-play game model”

What is the value of a user?

• Virality

• Retention

• Mobnetization

Remark: ufert.se - “A comprehensive free-to-play game model”

CLV

False friends

Number of downloads

Number of registered users

Number of downloads

The big flip in analytics

User basedSession based

Cross-Platform tracking

Google Universal Analytics

Strategy

SOcial LOcal

MObile

Adquisición > Local

¿Nos afecta la competencia de negocios locales?

‣ analizar en Google Analytics CTR para localidades con o sin competencia local

‣ a/b testing copy anuncio: con o sin teléfono

‣ a/b testing copy anuncio: destacar inmediatez

AdWords Extensions

Click to BuyClick to CallClick to Drive

QR Codes

Grant Berry Farms

And now is time for love...

The beginning of everything

Be revolutionary (even when others don’t know you are)

Be user friendly

Seamless experience UsabilityHyperrelevance

How to succeed?

Don’t be viral

How to succeed?

Be social

The first mistake

I work because I want to be rich

The first mistake

I work because I enjoy it

The second mistake

Money doesn’t matter if I am happy

The second mistake

Equilibrium allows balance between growth and happiness

Why

What

How

Why

What

How

Candy Crush Saga

Put everything you have into everything you do.

Saa was dee khrap!

Rock mobile! !

Hugo Pibernat !

@hugopibernat hugo.pibernat@gmail.com

!Barcelona

September 2013

Rock mobile! !

Hugo Pibernat !

@hugopibernat hugo.pibernat@gmail.com

!Barcelona

September 2013