Mobile app lifecycle: Trends, challenges, & success

50
© 2016 Adobe Systems Incorporated. All Rights Reserved. Mobile App Lifecycle: Trends, Challenges, & Success Ray Pun | Mobile Strategy & Marketing @RayPunSD

Transcript of Mobile app lifecycle: Trends, challenges, & success

Page 1: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved.

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

Page 2: Mobile app lifecycle: Trends, challenges, & success

© 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

Page 3: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

SOLUTIONS

CORE SERVICES

PLATFORM

ANALYTICSEXPERIENCEMANAGER

CAMPAIGNMEDIAOPTIMIZER

SOCIALTARGET

ACTIVATIONASSETS COLLABORATIONEXCHANGEMOBILEPROFILES & AUDIENCES

USER MANAGEMENT & ADMINISTRATION

Data & Content

PRIMETIMEAUDIENCE MANAGER

Adobe Marketing Cloud & Mobile

Page 4: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4

Mobile (App) Experience Lifecycle

BUILD & Manage

ANALYZE

ACQUIREENGAGE

Consumer Profile

Location

Page 5: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5

Build and Manage Apps

Page 6: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6

“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

Page 7: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7

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

Page 8: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8

$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

Page 9: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9

B2CB2B

B2E

Adobe: Mobile Apps For All Audiences

Page 10: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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

Page 11: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. 11

Acquire, Analyze, & Engage Users

Page 12: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12

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

Page 13: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved.

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

Page 14: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. 14

Cost per install (May 2015)

Android: $2.33

iOS: $1.46

Source: Fiksu

Acquire: Advertising costs have been increasing to acquire app users

Page 15: Mobile app lifecycle: Trends, challenges, & success

© 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

Page 16: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved.

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)

Page 17: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17

Engagement Challenge: Retention and app usage erodes over time

Source: Adobe Digital Index, Mobile Benchmark 2015

Page 18: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18

Page 19: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

§ 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

Page 20: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20

Apple Appstore

Google Play

Acquisition: Smart banners & mobile website

Page 21: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21

Acquisition: Email promotion

Page 22: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22

Acquisition: Social via Twitter & Facebook

Page 23: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23

NO APP

YES APP

REI.com

DeepLink

Acquisition: Display ads

Page 24: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24

Page 25: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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.”

Page 26: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

§ 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

Page 27: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

§ 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

Page 28: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Adobe Places Core Service: MLB Integration

Geo-Location and Points of InterestBallpark & At Bat

Page 29: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Step 1: Map POI locations and set geo fence

Adobe Places Core Service: Points of Interest

Page 30: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30

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

Page 31: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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!

Page 32: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Adobe Mobile Services: MLB Integration

In-App MessagingBallpark & At Bat

Page 33: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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

Page 34: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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

Page 35: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35

Video

Page 36: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36

Page 37: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Page 38: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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

Page 39: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Example: Encouraging users to update

Page 40: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Example: Changing user behavior in production

Page 41: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Example: Changing user behavior in production

Page 42: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Example: Changing user behavior in production

Page 43: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 43

43

Happy Thanksgiving + Merry Christmas “Extended Hours”

Page 44: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 44

44

Apple “Shopping” Launch Promotion Example

Page 45: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

In-App Messaging can help highlight new features

Page 46: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

46

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

Page 47: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

47

And Actionable Notifications take it to the next level

Page 48: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

48

Actionable Notifications

Notifications can be so much more than simple messages

Page 49: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 49

49

Notifications should be at the heart of your wearable strategy

Page 50: Mobile app lifecycle: Trends, challenges, & success

© 2016 Adobe Systems Incorporated. All Rights Reserved.