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Status of the Mobile market, Apps and Augmented Reality

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A short summary with a lot of data on the present status of the mobile market, usage of Apps and some hints on app marketing and Augmented Reality

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Status of the Mobile market, Apps and Augmented Reality

  1. 1. Smartphones and apps 1bn people using it 3 hours a day. Do you have a strategy?Szabolcs Budahazy, CEO Linked in: http://hu.linkedin.com/pub/szabolcs-budahazy/12/688/744/ www.arworks.com
  2. 2. Smartphones
  3. 3. Content1. World of smartphones2. Apps3. Corporate apps4. Augmented Reality5. App development6. Marketing your app7. Apps as salestools8. The future
  4. 4. Market• Newly sold devices 2012: – 1.8 bn phones: 40% smartphones/60% feature phones – 2011 to 2012 38% increase in smartphone sales• All used devices – 6.2bn subscription – 4.2 bn actual user – 1bn smartphones• 2017: 3bn Smartphones
  5. 5. Manufacturers Samsung Nokia Apple
  6. 6. Most popular Android phoneshttp://www.appbrain.com/stats/number-of-android-apps
  7. 7. Operating systems
  8. 8. Op system changes 2007-2012Guardian 2012/05
  9. 9. Feb 2012 vs Feb 2013Kantar Worldpanel ComTech
  10. 10. Usage
  11. 11. Replacing everything Carkey Airplane Bankcard ticket Phone Flower Health care TV
  12. 12. TV or Smartphone
  13. 13. TV vs Smartphone
  14. 14. Time spent with Mobile apps
  15. 15. From 100 users – how manysearched for a specified content?
  16. 16. Shopping
  17. 17. Smartphone user and FB
  18. 18. Application outlook
  19. 19. App stores (March 2013)• 800,000 - Apple App Store• 664.000 – Google Play (Android)• 100.000 – Blackberry World• 50,000 – Windows Store New apps by week in the Windows Store
  20. 20. TOP 12 all time apps
  21. 21. Google App Downloads
  22. 22. How do you use the mobile?
  23. 23. Non–game usage increasing
  24. 24. Applicationsin corporate life
  25. 25. Apps• For Profit apps – Apps for sell (short/long term)• Corporate apps – Marketing – CRM, sales process – Manual – Processes – Other
  26. 26. Marketing apps• Catalogue (Car, Furniture, etc)• Game with product (FMCG)• Game theme connected the brand• Functional (Nike, Adidas, Knorr)• Shareable content, Interactivity
  27. 27. Examples
  28. 28. Nike apps
  29. 29. Toyota apps
  30. 30. Coca-Cola apps
  31. 31. Axe/Unilever
  32. 32. Branded Apps in MarketingWhat we see:• Games with products• Catalogues/Mobile Brochures• Simple branded “fun games”What brands need:• Branded, useful or real fun addictive apps ensuring repeated usage, building up brand loyalty and increase sales
  33. 33. Feel the need“Unilever, the worlds second-largestadvertiser, brought more than 30 marketingexecutives to the Consumer Electronics Show in LasVegas to meet with tech partners and immersethemselves in the technologies shaping the waypeople interact with content and one another.”January, 2012More…
  34. 34. Marketers problems• No personal smartphone experience• Failing to understand importance of changes• Concentrating on own product, not on user’s interests and motivation• Limited knowledge of technology
  35. 35. Let’s go deep
  36. 36. A special smartphone technology
  37. 37. Augmented Reality
  38. 38. Augmented Reality(AR): superimposing additional digitalinformation on a live camera image of a smartphone
  39. 39. AR typesPanoramic Markerprint GPS
  40. 40. Augmented Reality gives you Talking print Interactive Video Screens on ads prints newspaper products Unlimited 3D brand Holographic Immersive 3D test drives sculptures product demo TV spots Pop up stores Time travel Space travel anywhere …. and many many more
  41. 41. Markerprint AR• Novartis • Deutsche Telekom Angry Bird • Aquarium• F1 Car
  42. 42. Panoramic AR• Audi • Ericsson City• KH HQ • Angry birds
  43. 43. GPS AR - Navigators• Olympic • Telekom Festival• Mecca • Wine
  44. 44. Eyewear Contact… Lenses Future 3D Car movie – Window PS3
  45. 45. App development
  46. 46. Smartphone content alternatives• Responsive web site• Web apps – HTML5 – Look like an App• Standalone apps – Installed, works off-line, – Operating system upgrades – Device optimalisation – One app vs Many apps
  47. 47. ResponsivePC Mobile
  48. 48. Web App
  49. 49. App design - hints• Name of the app• Platform design standards• GUI, UI – 2013 Simplicity• Apple versions (iPhone 3GS, 4, 5, iPad2, iPad3, iPad Mini)• Android versions (4000 devices – S/M/L screens)• App Store size – 50 MB• Integrating videos – native or youtube
  50. 50. MarCom Apps :Timing/process• T-day:Brief• T+1 week: Offer• T+2 week: Order• T+3 week: Final specification• T+6 week: Programming/design/testing• T+9 week: Public app
  51. 51. Specification
  52. 52. Making it downloadableiOS - Apple• Developer status – Public developer (App Store apps) – Enterprise developer (Internal apps) • Process – application, approval, fee• Approval time• Approval processAndroid – Google Play• Easy – 1 day
  53. 53. App Marketing
  54. 54. App marketing steps• Let them know so they download – Link in a: Web site, Banner, eDM, QR code,
  55. 55. Find the link to Apps!
  56. 56. App marketing steps• Let them know so they download – Link in a: Web site, Banner, eDM, QR code,• First launch – Reward, hook element – Exclusive content• Regular use – Functional value/solving a problem (product related) – Gamification – Push notification• Monetize• Recommend/share to others
  57. 57. Monetizing successful apps• Special product/brand experience• Special offers• Motivating to visit sales points, stores• Local based marketing• Brand ambassadors: – Sharing experience – reaching other potential customers
  58. 58. App Statistics
  59. 59. Content1. World of smartphones2. Apps3. Corporate apps4. Augmented Reality5. App development6. Marketing your app7. Making profit8. The future
  60. 60. The world is going mobile Are you?
  61. 61. END or the beginning of a beautiful future :)Szabolcs Budahazy, CEO Linked in: http://hu.linkedin.com/pub/szabolcs-budahazy/12/688/744/ www.arworks.com

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