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Mobile App Lifecycle: Trends, Challenges, & SuccessRay Pun | Mobile Strategy & Marketing @RayPunSD

© 2016 Adobe Systems Incorporated. All Rights Reserved.

Agenda: 1 hour

§ Adobe Marketing Cloud and Mobile

§ Mobile App Lifecycle

§ App Marketing Trends

§ Success Stories: Acquire, Analyze, and Engage

#AdobeMWC

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SOLUTIONS

CORE SERVICES

PLATFORM

ANALYTICSEXPERIENCEMANAGER

CAMPAIGNMEDIAOPTIMIZER

SOCIALTARGET

ACTIVATIONASSETS COLLABORATIONEXCHANGEMOBILEPROFILES & AUDIENCES

USER MANAGEMENT & ADMINISTRATION

Data & Content

PRIMETIMEAUDIENCE MANAGER

Adobe Marketing Cloud & Mobile

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Mobile (App) Experience Lifecycle

BUILD & Manage

ANALYZE

ACQUIREENGAGE

Consumer Profile

Location

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Build and Manage Apps

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“Through 2017, the market demand for mobile app development services will grow at least five times faster than internal IT organizations capacity to deliver them.”

Source: Gartner, June 2015; http://www.gartner.com/newsroom/id/3076817

Demand for Apps is Growing

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App Prototyping for UX Design

UX DesignerUI DesignerBusiness Analysts

Mobile App Development Platforms (MADPs)

DevelopersIT Department

Point App Services

Contractors/ConsultantsPartnersSystem IntegratorsSmall Niche Companies

Challenge of Building Apps: It’s fragmented and complicated

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$13.5B

Building Apps 10%Maintaining Apps 9%

Building andMaintaining Websites 8%

2xIT spends more than of its tech budget on Apps than Websites

Vs.

And spends more than annually on contractors to keep up with building and maintaining apps.

Source: The Global Tech Market Outlook For 2015 To 2016”, Forrester, January 2015

And it’s expensive, especially compared to the web

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B2CB2B

B2E

Adobe: Mobile Apps For All Audiences

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UNDER ARMOURApps§ Robust B2E product catalog – used extensively by the sales force

ROI§ Eliminated inefficiencies from out-of-date content

§ Expects to achieve $4M/yr. in avoided missed orders

§ Expects to save $1.1M/yr. in operating expenses via print & design costs

HARTFORDFUNDSApps§ Real-time information for financial advisors

§ Sales tools for wholesale team to have accurate info

ROI§ Expects cost savings from centralized publishing & content management

§ Expects to increase sales to advisor customers

Case Studies: App Experience Management

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Acquire, Analyze, & Engage Users

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Crowded App Marketplaces:§ How to stand out?§ Paid vs. owned media?§ How to improve ranking?

Acquire

App & Platform Complexity:§ How to measure apps?§ Why do users abandon?§ Where do I improve?

Analyze Engage

Engagement Beyond Downloads: § How to improve onboarding?§ How to improve conversions?§ How to personalize?

Top Business Problems: Consumer Facing Apps

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Paid media

Owned media

Earned media

None

13

Base: Use Paid Media for Mobile Apps (n=187)

Base: Total Respondents (n=239)

Media UsedSocial – 78%Search – 66%Display – 66%Video – 50%

Source: Adobe Mobile Maturity Survey, 2015

$3 BillionUS Mobile App Install Ad Spend* eMarketer, 2015

10%

50%

62%

78%

Marketers use paid, owned, & earned media to drive downloads

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Cost per install (May 2015)

Android: $2.33

iOS: $1.46

Source: Fiksu

Acquire: Advertising costs have been increasing to acquire app users

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15 ADOBE DIGITAL INDEX | Share of Activity, August 2015

Desktop40%

Mobile50%

Apps10%

Retail

Desktop50%

Mobile30%

Apps20%

Financial Services

Desktop35%

Mobile25%

Apps40%

Media & Entertainment

Analyze: Clear shift to mobile web & apps across major industries

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38% 52% 78%15%

84%13%

53% 49%86%

North AmericaEMEA

Asia Pacific

Media Finance Retail

Source: Adobe Digital Index, Mobile Benchmark 2015

Analyze: Growth in app launches by region & industry (2015 vs. 2014)

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Engagement Challenge: Retention and app usage erodes over time

Source: Adobe Digital Index, Mobile Benchmark 2015

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§ Over half of all digital traffic comes from mobile devices

§ Apps for most loyal users and members§ Higher app AOV and conversion rate

than mobile web§ Strong iOS user base

Confidential | for internal use only19

Mobile Apps

Deep-linking

App StoreorResponsive

Web

Mobile Marketing,

Traffic Drivers, Re-Visits, Etc.

REI: Setting the Mobile Stage

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Apple Appstore

Google Play

Acquisition: Smart banners & mobile website

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Acquisition: Email promotion

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Acquisition: Social via Twitter & Facebook

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NO APP

YES APP

REI.com

DeepLink

Acquisition: Display ads

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2005: First Mobile WAP Site

2008: MLB.com At Bat for iPhone(only sports app at App Store launch)

2009: First Live Streaming on Mobile

2010: MLB.com At Bat for iPad(presented on-stage demo for iPad Announcement)

Mobile: “If it has a screen, we’re putting baseball on it.”

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§ Free App§ Ticket Management§ Seat Upgrades§ Food Ordering§ Exclusive Video Highlights

Journal§ Game Attendance History§ Photos

Special Offers & Promotions§ Stadium Check-In§ Points Of Interest

MLB.com: “Ballpark” App

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§ Released during the 2008 launch of the Apple App Store

§ Watch Live “Out of Market” Games

§ Listen to Game Audio Feeds

§ Video Highlights

§ Archive Games

§ Box Scores

§ Team Customization

MLB.com: “At Bat” App

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Adobe Places Core Service: MLB Integration

Geo-Location and Points of InterestBallpark & At Bat

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Step 1: Map POI locations and set geo fence

Adobe Places Core Service: Points of Interest

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Club Announced Attendance

In-Stadium MLB App Users

MLB App Penetration

Team A 25,000 4,200 17%

Team B 30,000 3,100 10%

Team C 35,000 2,800 8%

Evaluating In Stadium Marketing

Adobe Places Core Service: Points of Interest

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Now Available to MLB & Clubs

§ How are fans consuming baseball content in-venue on their mobile devices

§ Identify fans are attending road games

§ Ability to message fans in stadium

Results:

§ +3M Visits to MLB Apps within the Ballpark

§ 74% of users are watching video highlights

§ 85% of users are checking scores for other games

Adobe Places Core Service: Points of Interest

Step 3 : Data!

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Adobe Mobile Services: MLB Integration

In-App MessagingBallpark & At Bat

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Using In-App Messaging we triggered customized team paywalls immediately after teams clinched series. This allowed us to capitalize on the excitement of the Postseason while also offering fans and customized experience that reflects their favorite team.

Results:

§ Drove 48% of In-App Sales during Postseason

§ 43% YOY Increase

§ Conversion 3X higher

Adobe Mobile Services: In-App Messaging

Team Customization: Postseason Club Promotion

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Cross App PromotionPoints Of Interest allows us to identify users opening MLB.com At Bat inside the stadium during live baseball games. We can set Point Of Interest as a Trait in the messaging interface within Adobe Mobile Services. Additionally, the link that sends users from At Bat to the MLB.com Ballpark App Store page is an Acquisition link. This allows us to measure conversion/usage.

“At Bat” App

Acquisition Link

App Store

Adobe Mobile Services: In-App Messaging

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Video

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2009Version 1.0

2011Version 2.0

2013Version 4.0

2014Version 5.0 (Universal)

2016Today (6.0)

1.0 1.1 2.0 2.1 2.2 3.0 3.1 4.0 4.1 4.2 4.3 5.0 5.1 5.1.1 5.2 5.2.1 5.3 5.3.1 5.4 6.0

In-App Messaging is a lifesaver for legacy app versions

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Example: Encouraging users to update

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Example: Changing user behavior in production

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Example: Changing user behavior in production

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Example: Changing user behavior in production

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Happy Thanksgiving + Merry Christmas “Extended Hours”

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Apple “Shopping” Launch Promotion Example

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In-App Messaging can help highlight new features

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Push notifications offer a timely, in-context, feedback experience

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And Actionable Notifications take it to the next level

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Actionable Notifications

Notifications can be so much more than simple messages

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Notifications should be at the heart of your wearable strategy

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