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Sxsw app vs. web

App vs web preso from SXSW 2011. Pros and cons; examples of different strategies of players like Facebook, Yahoo! and Fandango

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Sxsw app vs. web

  1. Apps VS. WEB<br />
  2. Putting apps into context….<br />Over 8billion downloads last year from zero a few years ago<br />Estimated to be 50 billion downloads by 2012 and 30$ billion in revenue by 2015 (Chetan Sharma, Juniper)<br />Over 600,000 apps between Apple, Android and GetJar<br />35.3% of US consumers used apps in Jan 2011 (Comscore)<br />An estimated 65.8M Americans now use smartphones (ComscoreJan 2011)<br />Top smartphone platforms: Rim 30.4%, Android 31.2%, Apple 24.7% (Jan 2011, Comscore)<br />2<br />Confidential<br />
  3. What is GetJar?<br />As the world’s largest, open app store GetJar’s technology, people and experience allows us to:<br /><ul><li>Host over 75,000 apps supporting nearly 2,500 different phones across all major mobile platforms
  4. Distribute these apps for more then 300,000 publishers in nearly 200 countries
  5. Acquire users for our clients across multiple inventory sources guaranteeing the lowest cost per download and the highest scale
  6. Track app downloads and usage leveraging in-house data analytics and conversion tracking</li></ul>3<br />Results: Over 1.6 billion downloads to date for clients<br />
  7. Apps vs. web – does the consumer care?<br />Blackberry Bold, Curve, Tour, Storm?<br />What version of Android do I have?<br />Is my phone a smartphone?<br />What is HTML5?<br />Will it work on my old old Moto Rzr?<br />4<br />Confidential<br />
  8. Side by Side – what does it look like?<br />Web pros:<br /><ul><li> Reach
  9. Cheaper development
  10. Ease of distribution
  11. Instant update
  12. Requires connectivity*</li></ul>Apps pros:<br /><ul><li> Always “on”
  13. Deep engagement
  14. Leverage device power / features (touch, accelerometer)
  15. Viral!
  16. Sexy</li></ul>5<br />Confidential<br />
  17. Key questions to ask yourself in terms of strategy<br />Am I brand building or trying to get the user to “do” something?<br />Determines app or web strategy<br />Do I want a deep experience or something more shallow?<br />Determines platform strategy<br />How broad is my audience?<br />Determines app or web strategy<br />How much resource do I have?<br />Determines depth of engagement and number of platforms<br />How important is monetizing my mobile users?<br />6<br />Confidential<br />
  18. There are a number of things you should know…<br />Billing available<br />Installed base?<br />OEM’s using <br />platform<br />Number of <br />versions<br />Ease of<br />distribution<br />Size of <br />catalog<br />7<br />Confidential<br />
  19. 8<br />And the landscape looks ugly…<br />
  20. Top mobile brands today are cross platform<br />
  21. Web & Apps for Facebook<br />How do you get 500m users <br />Of your service to go mobile?<br />10<br />
  22. Using your mobile site to drive app downloads<br />Step 1:<br />Consumer visits the Facebook site and clicks a link to<br />“Download Facebook here”<br />Step 2:<br />They are taken to Facebook’s App download page on the appropriate store <br />Step 23:<br />Consumer downloads the most appropriate app for their handset<br />11<br />Confidential<br />
  23. 12<br />And don’t forget your Web site!<br />
  24. 13<br />Fandango’s approach was similar<br />Web downloads <br />More then 40% of <br />Dl’s to date<br />
  25. 14<br />Yahoo!’s strategy US smartphones + web<br />
  26. Everyone’s got a phone! What should you do?<br /><ul><li>Identify precisely your user and what they expect of your mobile service
  27. Determine brand vs. performance
  28. Select the platforms that best suit your strategy
  29. Richness vs. speed
  30. Depth vs. breadth
  31. Dive in, collect data, analyze and start over!</li></ul>15<br />
  32. Patrick Mork<br />Chief Marketing Officer<br /><br /><br />@getjar<br /><br />16<br />