Mobile app lifecycle: Trends, challenges, & success
Transcript of Mobile app lifecycle: Trends, challenges, & success
© 2016 Adobe Systems Incorporated. All Rights Reserved.
Mobile App Lifecycle: Trends, Challenges, & SuccessRay Pun | Mobile Strategy & Marketing @RayPunSD
© 2016 Adobe Systems Incorporated. All Rights Reserved.
Agenda: 1 hour
§ Adobe Marketing Cloud and Mobile
§ Mobile App Lifecycle
§ App Marketing Trends
§ Success Stories: Acquire, Analyze, and Engage
#AdobeMWC
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SOLUTIONS
CORE SERVICES
PLATFORM
ANALYTICSEXPERIENCEMANAGER
CAMPAIGNMEDIAOPTIMIZER
SOCIALTARGET
ACTIVATIONASSETS COLLABORATIONEXCHANGEMOBILEPROFILES & AUDIENCES
USER MANAGEMENT & ADMINISTRATION
Data & Content
PRIMETIMEAUDIENCE MANAGER
Adobe Marketing Cloud & Mobile
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Mobile (App) Experience Lifecycle
BUILD & Manage
ANALYZE
ACQUIREENGAGE
Consumer Profile
Location
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Build and Manage Apps
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“Through 2017, the market demand for mobile app development services will grow at least five times faster than internal IT organizations capacity to deliver them.”
Source: Gartner, June 2015; http://www.gartner.com/newsroom/id/3076817
Demand for Apps is Growing
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App Prototyping for UX Design
UX DesignerUI DesignerBusiness Analysts
Mobile App Development Platforms (MADPs)
DevelopersIT Department
Point App Services
Contractors/ConsultantsPartnersSystem IntegratorsSmall Niche Companies
Challenge of Building Apps: It’s fragmented and complicated
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$13.5B
Building Apps 10%Maintaining Apps 9%
Building andMaintaining Websites 8%
2xIT spends more than of its tech budget on Apps than Websites
Vs.
And spends more than annually on contractors to keep up with building and maintaining apps.
Source: The Global Tech Market Outlook For 2015 To 2016”, Forrester, January 2015
And it’s expensive, especially compared to the web
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B2CB2B
B2E
Adobe: Mobile Apps For All Audiences
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UNDER ARMOURApps§ Robust B2E product catalog – used extensively by the sales force
ROI§ Eliminated inefficiencies from out-of-date content
§ Expects to achieve $4M/yr. in avoided missed orders
§ Expects to save $1.1M/yr. in operating expenses via print & design costs
HARTFORDFUNDSApps§ Real-time information for financial advisors
§ Sales tools for wholesale team to have accurate info
ROI§ Expects cost savings from centralized publishing & content management
§ Expects to increase sales to advisor customers
Case Studies: App Experience Management
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Acquire, Analyze, & Engage Users
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Crowded App Marketplaces:§ How to stand out?§ Paid vs. owned media?§ How to improve ranking?
Acquire
App & Platform Complexity:§ How to measure apps?§ Why do users abandon?§ Where do I improve?
Analyze Engage
Engagement Beyond Downloads: § How to improve onboarding?§ How to improve conversions?§ How to personalize?
Top Business Problems: Consumer Facing Apps
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Paid media
Owned media
Earned media
None
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Base: Use Paid Media for Mobile Apps (n=187)
Base: Total Respondents (n=239)
Media UsedSocial – 78%Search – 66%Display – 66%Video – 50%
Source: Adobe Mobile Maturity Survey, 2015
$3 BillionUS Mobile App Install Ad Spend* eMarketer, 2015
10%
50%
62%
78%
Marketers use paid, owned, & earned media to drive downloads
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Cost per install (May 2015)
Android: $2.33
iOS: $1.46
Source: Fiksu
Acquire: Advertising costs have been increasing to acquire app users
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15 ADOBE DIGITAL INDEX | Share of Activity, August 2015
Desktop40%
Mobile50%
Apps10%
Retail
Desktop50%
Mobile30%
Apps20%
Financial Services
Desktop35%
Mobile25%
Apps40%
Media & Entertainment
Analyze: Clear shift to mobile web & apps across major industries
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38% 52% 78%15%
84%13%
53% 49%86%
North AmericaEMEA
Asia Pacific
Media Finance Retail
Source: Adobe Digital Index, Mobile Benchmark 2015
Analyze: Growth in app launches by region & industry (2015 vs. 2014)
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Engagement Challenge: Retention and app usage erodes over time
Source: Adobe Digital Index, Mobile Benchmark 2015
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§ Over half of all digital traffic comes from mobile devices
§ Apps for most loyal users and members§ Higher app AOV and conversion rate
than mobile web§ Strong iOS user base
Confidential | for internal use only19
Mobile Apps
Deep-linking
App StoreorResponsive
Web
Mobile Marketing,
Traffic Drivers, Re-Visits, Etc.
REI: Setting the Mobile Stage
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Apple Appstore
Google Play
Acquisition: Smart banners & mobile website
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Acquisition: Email promotion
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Acquisition: Social via Twitter & Facebook
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NO APP
YES APP
REI.com
DeepLink
Acquisition: Display ads
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2005: First Mobile WAP Site
2008: MLB.com At Bat for iPhone(only sports app at App Store launch)
2009: First Live Streaming on Mobile
2010: MLB.com At Bat for iPad(presented on-stage demo for iPad Announcement)
Mobile: “If it has a screen, we’re putting baseball on it.”
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§ Free App§ Ticket Management§ Seat Upgrades§ Food Ordering§ Exclusive Video Highlights
Journal§ Game Attendance History§ Photos
Special Offers & Promotions§ Stadium Check-In§ Points Of Interest
MLB.com: “Ballpark” App
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§ Released during the 2008 launch of the Apple App Store
§ Watch Live “Out of Market” Games
§ Listen to Game Audio Feeds
§ Video Highlights
§ Archive Games
§ Box Scores
§ Team Customization
MLB.com: “At Bat” App
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Adobe Places Core Service: MLB Integration
Geo-Location and Points of InterestBallpark & At Bat
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Step 1: Map POI locations and set geo fence
Adobe Places Core Service: Points of Interest
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Club Announced Attendance
In-Stadium MLB App Users
MLB App Penetration
Team A 25,000 4,200 17%
Team B 30,000 3,100 10%
Team C 35,000 2,800 8%
Evaluating In Stadium Marketing
Adobe Places Core Service: Points of Interest
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Now Available to MLB & Clubs
§ How are fans consuming baseball content in-venue on their mobile devices
§ Identify fans are attending road games
§ Ability to message fans in stadium
Results:
§ +3M Visits to MLB Apps within the Ballpark
§ 74% of users are watching video highlights
§ 85% of users are checking scores for other games
Adobe Places Core Service: Points of Interest
Step 3 : Data!
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Adobe Mobile Services: MLB Integration
In-App MessagingBallpark & At Bat
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Using In-App Messaging we triggered customized team paywalls immediately after teams clinched series. This allowed us to capitalize on the excitement of the Postseason while also offering fans and customized experience that reflects their favorite team.
Results:
§ Drove 48% of In-App Sales during Postseason
§ 43% YOY Increase
§ Conversion 3X higher
Adobe Mobile Services: In-App Messaging
Team Customization: Postseason Club Promotion
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Cross App PromotionPoints Of Interest allows us to identify users opening MLB.com At Bat inside the stadium during live baseball games. We can set Point Of Interest as a Trait in the messaging interface within Adobe Mobile Services. Additionally, the link that sends users from At Bat to the MLB.com Ballpark App Store page is an Acquisition link. This allows us to measure conversion/usage.
“At Bat” App
Acquisition Link
App Store
Adobe Mobile Services: In-App Messaging
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Video
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2009Version 1.0
2011Version 2.0
2013Version 4.0
2014Version 5.0 (Universal)
2016Today (6.0)
1.0 1.1 2.0 2.1 2.2 3.0 3.1 4.0 4.1 4.2 4.3 5.0 5.1 5.1.1 5.2 5.2.1 5.3 5.3.1 5.4 6.0
In-App Messaging is a lifesaver for legacy app versions
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Example: Encouraging users to update
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Example: Changing user behavior in production
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Example: Changing user behavior in production
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Example: Changing user behavior in production
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Happy Thanksgiving + Merry Christmas “Extended Hours”
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Apple “Shopping” Launch Promotion Example
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In-App Messaging can help highlight new features
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Push notifications offer a timely, in-context, feedback experience
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And Actionable Notifications take it to the next level
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Actionable Notifications
Notifications can be so much more than simple messages
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Notifications should be at the heart of your wearable strategy
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