LESS THAN FIVE YEARS SINCE THE LAUNCHOF APPLE’S APP STORE, MOBILE APPLICATIONS

HAVE BECOME ONE OF THE PRIMARY WAYS PEOPLE COMMUNICATE, SHOP, ORGANIZE

THEIR LIVES, PLAY OR EVEN WORK. WHAT’S THE NEXT STAGE IN THE EVOLUTION

OF MOBILE APPS?

WHAT MAKES A BRANDED APP SUCCESSFUL?According to research from Indiana University, effective branded apps

provide users with information and personalization – and, most importantly, a connection to a brand they know and trust.

Measure the response rates and revenues generated from push and app campaigns

ADDITIONAL SOURCEShttp://www.androidcentral.com/beautiful-widgets-achieves-1-million-downloads-becomes-1st-paid-app-do-soNielsenIndiana Universityhttp://newsinfo.iu.edu/news/page/normal/20609.htmlJuniper Research, May 2011

BRANDED APPS

RIM releases its first BlackBerry devices with integrated phone functionality; the product line

eventually evolves into the first mass-market smartphone

optimized for wireless email.

HOW THEY USE THEIR DEVICES

89% 72%

APPS FOR EACH PLATFORM

KEYS TO ENGAGEMENTTAKE ADVANTAGE OF THE UBIQUITY OF APPS AND THEIR HIGH USAGE/ENTERTAINMENT VALUE TO CREATE A

HIGHLY EFFECTIVE MARKETING CHANNEL. COORDINATE IT SEAMLESSLY WITH EXISTING CHANNELS, INCLUDING EMAIL, WEB, SOCIAL MEDIA AND MORE.

Automate the execution of campaigns of push notifications

Create, target and personalize push notifications and in-app content

Send notificationsand in-app content that are contextualized and geo-personalized

Leverage data in a central marketing database to send consistent messages via the app and other channels (cross-channel, not just another silo)

IBM begins selling Simon, which paves the

way for modern smartphones by

including a touchscreen instead of buttons.

2002

2008

20072008

1993

2011

2012

Apple releases the first iPhone, which comes with only the default

apps preloaded on the phone, including:

APPLE LAUNCHES THE APP STORE AND IPHONE 3G

GOOGLE LAUNCHESANDROID MARKET

HTC releases the HTC Dream, the first commercially available

Android smartphone

TOTAL APPLE APP STOREAPP DOWNLOADS EXCEED

Smartphone users who access the web on the go

TABLETS VS. SMARTPHONESNot all apps are created the same for all platforms; users of tablets

probably want something completely different from smartphone users.

Tablet users who go online with their devices while at home

EXAMPLES

TABLETSMARTPHONE

A user abandons an online shopping cart and receives a coordinated email and mobile push notification. Upon accepting the push notification, they’re redirected to complete the purchase in the app.

The user receives an exclusive offer via push notification and is redirected to a product info area within the app.A badge displays the number of days remaining before the promotion expires.

Upon completing an online purchase, the user receives an order confirmation via push notification and is redirected in app to review the purchase details and receive additional product recommendations based on their purchase.

Based on a Facebook check-in, the user receives a real-time push notification with a personalized offer for a promotion at a nearby store location.

WHAT’S COMING BY 2016…

… APP-TO-PERSON MESSAGING SHOULDOVERTAKE TEXT MESSAGING

APP DOWNLOADS PREDICTED

July

2010April

2011March

2011October

2011January

October

2010August

2010September

December

2012March

2012April

May

2009April

IT ALSO INCLUDES:

Calendar

WeatherTextsPhotosMaps

Addressbook

Worldclock

Calculator Notepad Email

Faxcapability

Games

1 BILLION

TOTAL APPLE APP STOREAPP DOWNLOADS EXCEED

10 BILLION

TOTAL NUMBER OF MOBILE APPS REACHES

1 MILLIONTOTAL ANDROID MARKETAPP DOWNLOADS EXCEED

10 BILLION

TOTAL APPLE APP STOREAPP DOWNLOADS EXCEED

APPLE UNVEILS THE THIRD GENERATION OF THE IPAD

(“THE NEW IPAD”)

ANGRY BIRDS EXCEEDS

DOWNLOADS GLOBALLY

GOOGLE RENAMES THE ANDROID MARKET GOOGLE

PLAY

SMARTPHONES ACCOUNT FOR HALF THE CELLULAR MARKET

IN THE UNITED STATES25 BILLION

50 MILLION

1 BILLION

TOTAL GOOGLE PLAY APP DOWNLOADS EXCEED

MICROSOFT RELEASES WINDOWS 8, BRINGING SMARTPHONE-STYLE

APPS TO PCS

15 BILLION

BEAUTIFUL WIDGETS BECOMES THE FIRST PAID ANDROID APP TO REACH

10 BILLION DOWNLOADS

TOTAL ANDROID MARKETAPP DOWNLOADS EXCEED

1 BILLION

APPLE RELEASESTHE FIRST IPAD

APPLE RELEASESTHE IPAD 2

Samsung releases the Galaxy, the first tablet computer with an Android operating system

in the U.S.

APPLE RELEASESTHE IPHONE 4S

AMONG SMARTPHONE USERS, APP USAGE

SURPASSES MOBILE WEB USAGE

APP USAGE MOBILEWEB USAGE

94 72min.min.

DRAWSOMETHING REACHES

DOWNLOADS JUST 50 DAYS AFTER RELEASE

50 MILLIONINSTAGRAM PASSES

DOWNLOADS, FROM 12 MILLION IN JANUARY

70% 60%WOULD BE INTERESTED IN DOING SOIPHONE USERS WHO HAVE DOWNLOADED

APPS FROM WELL-KNOWN BRANDS

SMARTPHONES’ PORTABILITY ALSOMEANS THEY ARE USED MORE FREQUENTLY.

QUICK, KEEP EASEOF PURCHASING IN MIND

DISPLAY ADS WELL-TOLERATED

IN-APP ADS SHOULD BE EASYTO CLICK THROUGH; USERS

WON’T WANT TO SITTHROUGH A MINUTE-LONG AD

ANALYSIS, DISCOVERYAND CONTENT CONSUMPTION

DISPLAY ADS WELL-TOLERATED

CAN EMPLOY LONGER-FORM IN-APPADS, BUT MAKE SURE THEY ARE

HIGHLY RELEVANT TO APP USERS

BENEFITS FOR BRANDS

INCREASE IN GENERALINTEREST OF PRODUCT

IMPROVEMENT INATTITUDE TOWARD BRAND

APPS ARE UBIQUITOUSAND ENGAGING

APPS HAVE EXPANDED FROMSMARTPHONES TO TABLETS TOPCS (I.E. COVER ALL DEVICES)

APPS PRESENT AN INNOVATIVENEW MARKETING/COMMUNICATION CHANNEL

You've invited the brand into your life and onto your phone. If it's an informational app, you're inviting that brand even deeper in, because now you're thinking about what's in your life and

apply it to the things that the apps are presenting you with. With the experiential app, things are still kept at a distance -- you're still experiencing it on your phone and not in your life.

ROBERT F. POTTER,DIRECTOR OF THE INSTITUTE FOR COMMUNICATION RESEARCH AT IU BLOOMINGTON

EVENT-TRIGGERED AND CROSS-CHANNEL MARKETING TRANSACTIONAL MARKETING

PROMOTIONAL MARKETING GEOLOCATION MARKETING

… 44 BILLION

HOW CAN IT WORK?