Rebecca lieb
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Pub Apps: You Have No Idea
How Much You Don’t Know
Rebecca Lieb
@lieblink
Analyst, Altimeter Group
(But asking these 10 questions can help)
© 2011 Altimeter Group
1. Competition
2. Technology & Platform
3. Content & Audience
Agenda
2
© 2011 Altimeter Group
1. Competition
2. Technology & Platform
3. Content & Audience
Agenda
3
#1 Who are your competitors –
Brands?
© 2011 Altimeter Group
5
Content marketers plan to
beef up their mobile strategy
in the next one to three years.
Where will you be?
© 2011 Altimeter Group
6
Recommendations
What can you offer that a 500 lb. gorilla can’t?
• Subject matter expertise
• Presentation
• Speed-to-market
• A more compelling experience
#2 Who are your competitors –
agency side?
© 2011 Altimeter Group
8
“Content types we’ll be adding
within the next three years?
Mobile’s the easy answer”
– David Berkowitz, 360i
© 2011 Altimeter Group
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Recommendations
Remember that agencies are frenemies
Keep them close, but don’t show all your cards too early
© 2011 Altimeter Group
1. Competition
2. Technology & Platform
3. Content & Audience
Agenda
10
#3 What will mobile advertising
look like?
© 2011 Altimeter Group
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© 2011 Altimeter Group
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Recommendations
Experiment. Be flexible.
Develop new models & explore custom solutions.
Test, test, and test some more.
#4 Who will win the format war?
© 2011 Altimeter Group
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© 2011 Altimeter Group
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Recommendations
If you put all your eggs into one basket, pick that basket very
carefully.
Content for Mac fans? iPhone!
Business users? Blackberry
Largest smartphone user base? Android
#5 Apps are mobile.
So what’s “mobile,” anyway?
© 2011 Altimeter Group
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© 2011 Altimeter Group
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Recommendations
Determine what mobile is – it shapes what you publish.
#6 Who supports development efforts
– both internally and externally?
© 2011 Altimeter Group
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Who will you turn to for
mobile strategy and app
development? An agency,
internal resources, or both?
© 2011 Altimeter Group
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Recommendations
Build strategy into technology considerations for scale
Simple as a mobile-enabled CMS?
Vastly more complex & multiplatform?
© 2011 Altimeter Group
1. Competition
2. Technology & Platform
3. Content & Audience
Agenda
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#7 What is “publishing” on an app?
© 2011 Altimeter Group
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© 2011 Altimeter Group
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Recommendations
Apps don’t conform to classic editorial models
• Functionality & utility
• Hyperlocal relevance
• Ultra-vertical search engine
• Gamification
#8 Who’s the audience for your app?
© 2011 Altimeter Group
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© 2011 Altimeter Group
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Recommendations
Research your audience to make determinations on platform,
content, pricing and functionality.
#9 How will you measure success?
© 2011 Altimeter Group
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26% of apps downloaded in
2010 were only used once.
Number of downloads, like
ratings, are an inaccurate
measure of success.
© 2011 Altimeter Group
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Recommendations
Don’t measure everything.
Determine KPIs.
• Establish a measurement plan
•Target metrics that indicate desired behaviors
• Gather feedback
#10 Do apps fit into your cross-media
strategy?
© 2011 Altimeter Group
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© 2011 Altimeter Group
35
Recommendations
What’s the multiplier effect that will increase reach and
awareness without colliding into platform issues?
© 2011 Altimeter Group
1. Who is your competition – brand side?
2. Who is your competition - agency side?
3. What will mobile advertising look like?
4. Who will win the format war?
5. Apps are mobile. So what's mobile, anyway?
6. Who supports development efforts - internally and externally?
7. What is “publishing” on an app?
8. Who's your audience?
9. How will you measure success?
10. How will mobile apps fit into your cross-media strategy?
Question Checklist
36
© 2011 Altimeter Group
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Rebecca Lieb
rebeccalieb.com/blog
Twitter: lieblink
WHAT ARE YOUR QUESTIONS?
With assistance from Researcher Jaimy Szymanski & Industry Analyst Chris SIlva