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Killer Apps - Thoughts from Deloitte
Killer Apps - Thoughts from Deloitte
Killer apps
Killer apps
Access points for the web will dramatically change in the next few
Access points for the web will dramatically change in the next few
Apps  the new goldrush
Apps the new goldrush
The struggle to cut through
The struggle to cut through
Branded App strategy: Utility or Game
Branded App strategy: Utility or Game
Branded App strategy: Utility or Game
Branded App strategy: Utility or Game
The next step for branded apps
The next step for branded apps
Summary
Summary
And finally
And finally
Killer Apps - Thoughts from Deloitte
Killer Apps - Thoughts from Deloitte

: Killer Apps - Thoughts from Deloitte. : remmca. : Killer Apps - Thoughts from Deloitte.pptx. zip-: 1117 .

Killer Apps - Thoughts from Deloitte

Killer Apps - Thoughts from Deloitte.pptx
1 Killer Apps - Thoughts from Deloitte

Killer Apps - Thoughts from Deloitte

2 Killer apps

Killer apps

Appearance isnt everything

The TMT team at Deloittes have produced a report that takes an in-depth look at the world of branded apps --- They outline the size of the prize in terms of the rapidly expanding smartphone market --- Whilst outlining the challenges brands face in trying to cut through in this marketplace --- Heres a selection of highlights from their report the full version can be found via clicking the image below:

3 Access points for the web will dramatically change in the next few

Access points for the web will dramatically change in the next few

years

Smartphone shipments forecast to grow by 411% in 5 years (Note: Tablet shipments are already at 15m (Q2 11) so the 70m figure looks conservative)

Annual global shipments of computing devices 2009A / 2014F --- Millions of devices shipped globally

Source: Deloitte

4 Apps  the new goldrush

Apps the new goldrush

A successful branded app is the new holy grail for marketers Ebay is estimated to have made 1.5bn from their smartphone app in 2010 45% of smartphone owners download at least one app per week Consumers also expect their favourite brands to have a presence Three-quarters of mobile app users expect all companies to have a mobile app However, according to Deloitte , success is hard to find : Only 20% of the apps published by major consumer and healthcare brands globally were downloaded enough to appear in our figures and of that 20%, less than 1% were downloaded more than a million times

Source: Deloitte

5 The struggle to cut through

The struggle to cut through

Smartphone users tend to have a lot of apps on their handset ... but they have an avalanche of choice

Average number of apps per handset

Number of apps available by platform

Source: Deloitte / Admap

6 Branded App strategy: Utility or Game

Branded App strategy: Utility or Game

Games are potentially rewarding but the cost of entry is escalating ever higher

At the time Volkswagen succeeded (1st half 2010) ... there were relatively few simulators on the market --- Real Racing 2, released in early 2011, cost $2m to develop

Volkswagen Touareg challenge --- Over a million downloads in the first week --- Average playing time: 8m --- Average player age: 35 --- 3,500 test drive requests

Source: Deloitte

7 Branded App strategy: Utility or Game

Branded App strategy: Utility or Game

Krafts iFood Assistant was a strong, early example of how an app that provides user benefits can deliver results

Our research found, out of the functionality available on smartphones (e.g. touchscreens) ... Use of these functions is likely to give a branded app significantly higher likelihood of success

Half a million downloads, even at $0.99 --- Positive aspects of the app: Networking / ugc : uploading / sharing recipes Strong brand presence User benefits via coupons and discounts Data collection regarding user habits GPS-driven store finder

Source: Deloitte

8 The next step for branded apps

The next step for branded apps

Maximising functionality to drive user and brand value --- Potential scenario:

Data held in phone: Nearby Kings Head pub Close proximity to a paired phone (e.g. Wife / partner) Its warm (info provided by a weather feed) Its 5.30 in the afternoon The phone is registered with a contactless mobile payment service

The result: The app pushes a BOGOF offer for a cold branded drink (can be redeemed immediately at the Kings Head pub via mobile payment) --- Can be tailored due to the relevant data held in the phone: e.g. a relevant Starbucks offer if its a cold morning

Source: Deloitte

9 Summary

Summary

The smartphone market will grow apace in the next few years: Using the tools available will drive user engagement, usage and ultimately sales

Make use of handset functionality to offer something relevant and targeted to the individual and their immediate environment

Source: Deloitte

10 And finally

And finally

A quote from the comment section from a related article in the Guardian:

I don't care about branding I just want a quality app that I find useful.

11 Killer Apps - Thoughts from Deloitte

Killer Apps - Thoughts from Deloitte

Killer Apps - Thoughts from Deloitte
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