1. Apps for brands:
10 habits for success
Think huge.
Render small.

2. Apps for media brands
• What are the habits that lead to success?
– How to execute a successful strategy
• Do I need to build an App?
– App Development vs HTML 5

3. Mobile IQ qualifications?
• Delivering mobile web
solutions for over five
years
• From The Guardian to
Playboy
• Developed apps for
• iOS
• Android
• Blackberry
• 100’s of millions of PI’s
per year
• 3+ million app users

4. #1 – Proceed with caution
Users take no prisoners – negative voices always more vocal
A “2 star” rating is bad for brand – just ‘being’ in the store is not good enough

5. #2 – Avoid bumps with a clear objective
Prepare a business plan – or at least an elevator pitch
Do your homework – what are other competitive apps doing?

6. #3 – Select the right platform
Remember your target market – they may have a device preference
Launching cross-platform is tough – get the order right

7. #3 – Select the right platform

8. #4 – Make sure it’s sustainable
Getting v1 live is one thing – keeping it running is another
Supporting and maintaining apps takes time and money – factor this in

9. #5 – Avert a design disaster
Tread carefully with in-house design – unless you have experience
Think different – remember to design appropriately for brand and device

10. #6 – It’s not just about the development
Don’t get caught thinking it’s all about development – it’s only 25%
You need other 25% splits – for analysis, design and deployment too

11. #7 – Beware of pot-holes
Test, test, test – different connectivity scenarios
Fragmentation – versions and device specific OS builds

12. #8 – Get a launch plan
We all hate gantt charts – but there are benefits to planning
You can build anticipation via other mediums – pre-launch momo

13. #9 – Rinse and repeat
Leverage the app store eco-system – do what you can to get noticed
Try every angle – keywords, search, ratings, promotion, partnership, releases

14. #10 – Analyze your audience
Analytics are key – for improvements for the next release
Feedback is actually helpful – respond to users’ needs to bump up ratings

15. #10 – Analyze your audience

16. …but it can be worth it!
• “Delivered 4x ROI on investment”
• “Built larger user database than all other channels
combined”
• “Exceeded our expectations”

17. Case study: BBC News App

18. Case study: BBC News App
• BBC iOS app (iPhone & iPad)
– Over 2 million downloads
– 44% of users use the app every
day
– 70% of users use the app every 3
days
– #1 free app in the UK App Store
– #1 news app in 16 countries, top
10 in 62

19. BIG THINKING
FOR THE SMALL SCREEN
Mobile IQ