Capturing Users !

Volker Hirsch !@vhirsch!

StartUP Conference NEXT 2013 Sofia, 30 Nov. 2013 !

About Me!

Co-Founder + Partner

We help start-ups grow. We helping and invigorate the ability of start-ups to roll out, scale and grow - faster, better and more efficiently. !

Users are valuable!

Acquisition !

Retention !

Acquisition !

Store Features !

PR, Press, Social,…!

Paid Acquisition !

Advertising Cross-Promotion

Incentivised Installs !

Time is of

the essence!

Social !

Time is of

the essence!

Retention !

Make something awesome!

Deliver WOW!!

Use the Power of Social !

What Social Means !

Social refers to the interaction of organisms with other organisms and to their collective co-existence ... !

Source: Wikipedia!

http://flickr.com/photos/nolifebeforecoffee/124659356/!

You Need Context !

Scale alone kills conversations because they require dense two-way interaction. !

Clay Shirky, “A Group Is Its Own Worst Enemy” Keynote, ETech, Santa Clara 2003 !

Why Context matters !

Prof Dr Karin Knorr-Cetina, Sociologist

Jyrri Engestrom

Founder, Jaiku !

Object-Centered Sociality !

Object !

Social is Interaction in context !

Use the Power of Engagement !

a/k/a Gamification !

Psychology !

Change Behavioural Patterns (for the Better)!

http://blogs.loc.gov/law/files/2011/12/Bills-Bills-Bills.jpg!

Rules !

Boring Hard to enforce negative incentive !

Psychology !

Rewards !

Singular incentive uncreative Costly

(and slightly boring)!

+68%

+80%

850,000,000!

20,000!

5!

56% !

60,714,285,714 !

Cars in the World !

of the Annual Oil Output of Saudi Arabia!

Mileage p.a.!

Miles Per Gallon Saving Through “Virtual Plant”!

Gallons Saved p.a. !

Source on Oil Figures: Merryl Lynch Commodity Research!

Psychology !

(last time, promise!)!

http://www.yukaichou.com/!

Engagement Tools !

http://images.mmosite.com/photo/2006/06/19/englandN47x26GVuF.jpg!

XP !

Use the power of Mobile !

Mobile is the most powerful medium to date

1. It’s big (numbers) 2. It’s personal (nature) 3. It has more context

(Identification of needs)!

Mobile is Big!

Metcalfe’s Law!

V N2!~!

2.5 bn users ! 6.5 bn users !

Mobile is Personal!

-  91% of people have their mobile within arm’s reach 24/7. !

-  60% of married people will not share their mobile with their spouse!!

-  It takes an average of 26 h for a user to report a lost wallet but only 68 minutes to report a lost mobile phone. !

Morgan Stanley 2007!

Unisys Survey !

Wired Magazine 2006!

-  10% of under-25 year-olds find it OK to text whilst having sex. !

Retrevo Gadgetology Report, 2010!

Mobile has more context !

1. Personal mass media 2. Always carried 3. Always on 4. Built-in billing system 5. Present at the point of creative impulse 6. Accurate audience identification 7.  Captures social context 8. Enables augmented reality !

Tomi Ahonen, Mobile as 7th of Mass Media, 2008 Alan Moore + Jonathan MacDonald, The Glittering Allure of the Mobile Society, 2008 !

Mobile is Sensor-rich !

Summary !

Make it awesome Make it relevant Make it Mobile Make it Social Make it contextual Make it Engaging!

Thank you!!

@vhirsch!

volker@oystercrowd.com !

+44 7843 599 678 !