New digital products special session 01 dec11
-
date post
19-Oct-2014 -
Category
Technology
-
view
158 -
download
1
description
Transcript of New digital products special session 01 dec11
![Page 1: New digital products special session 01 dec11](https://reader035.fdocuments.us/reader035/viewer/2022070301/54448423b1af9f700a8b4939/html5/thumbnails/1.jpg)
Your brand seen through the eyes of an iphone user
Ernst & Young London - December 1st, 2011based on:
![Page 2: New digital products special session 01 dec11](https://reader035.fdocuments.us/reader035/viewer/2022070301/54448423b1af9f700a8b4939/html5/thumbnails/2.jpg)
Smartphones and Apps:A booming marketSmartphones and Apps:A booming market
„Gartner forecasts that by 2014, there will be more than 70 billion mobile application downloads from app stores every year. This will grow from a consumer-only phenomena to an enterprise focus. With enterprise app stores, the role of IT shifts from that of a centralized planner to a market manager providing governance and brokerage services to users and potentially an cosystem to upportentrepreneurs. Enterprises should use a managed diversity approach to focus on app store efforts and segment apps by risk and value“Quelle: Gartner
Smartphones Mobile Apps
Booming Android
![Page 3: New digital products special session 01 dec11](https://reader035.fdocuments.us/reader035/viewer/2022070301/54448423b1af9f700a8b4939/html5/thumbnails/3.jpg)
Smartphones and AppsSmartphones and Apps
![Page 4: New digital products special session 01 dec11](https://reader035.fdocuments.us/reader035/viewer/2022070301/54448423b1af9f700a8b4939/html5/thumbnails/4.jpg)
New challenges and opportunitiesNew challenges and opportunities
• Apps become a major customer touchpoint
• Apps attract consumer and business customers
• An unmanaged app portfolio is like an unmanaged brand
• App consultancy and audits is a growing business
![Page 5: New digital products special session 01 dec11](https://reader035.fdocuments.us/reader035/viewer/2022070301/54448423b1af9f700a8b4939/html5/thumbnails/5.jpg)
This is not a.....This is not a.....
![Page 6: New digital products special session 01 dec11](https://reader035.fdocuments.us/reader035/viewer/2022070301/54448423b1af9f700a8b4939/html5/thumbnails/6.jpg)
What if your brand had many apps...?What if your brand had many apps...?
![Page 7: New digital products special session 01 dec11](https://reader035.fdocuments.us/reader035/viewer/2022070301/54448423b1af9f700a8b4939/html5/thumbnails/7.jpg)
Action: Manage your portfolio of apps!Action: Manage your portfolio of apps!
• What is your portfolio
• Finding an app on the phone
• Icons and app names
• Publisher names and app store accounts
• App marketing toolbox
![Page 8: New digital products special session 01 dec11](https://reader035.fdocuments.us/reader035/viewer/2022070301/54448423b1af9f700a8b4939/html5/thumbnails/8.jpg)
![Page 9: New digital products special session 01 dec11](https://reader035.fdocuments.us/reader035/viewer/2022070301/54448423b1af9f700a8b4939/html5/thumbnails/9.jpg)
App Store accounts• Nike, Inc• Nike Italy
Icons and names• Nike brand logo• partly explanatory
names
Note• Nike/Apple hardware
partnership
![Page 10: New digital products special session 01 dec11](https://reader035.fdocuments.us/reader035/viewer/2022070301/54448423b1af9f700a8b4939/html5/thumbnails/10.jpg)
![Page 11: New digital products special session 01 dec11](https://reader035.fdocuments.us/reader035/viewer/2022070301/54448423b1af9f700a8b4939/html5/thumbnails/11.jpg)
App Store accounts• PUMA Japan K.K• PUMA AG
Icons and names• no real branding
![Page 12: New digital products special session 01 dec11](https://reader035.fdocuments.us/reader035/viewer/2022070301/54448423b1af9f700a8b4939/html5/thumbnails/12.jpg)
![Page 13: New digital products special session 01 dec11](https://reader035.fdocuments.us/reader035/viewer/2022070301/54448423b1af9f700a8b4939/html5/thumbnails/13.jpg)
App Store accounts• adidas AG• adidas eyewear• adidas international,
Inc• adidas Japan K.K.• agencies
Icons and names• 6 x brand logo• explanatory names
![Page 14: New digital products special session 01 dec11](https://reader035.fdocuments.us/reader035/viewer/2022070301/54448423b1af9f700a8b4939/html5/thumbnails/14.jpg)
![Page 15: New digital products special session 01 dec11](https://reader035.fdocuments.us/reader035/viewer/2022070301/54448423b1af9f700a8b4939/html5/thumbnails/15.jpg)
A clear message to customers?A clear message to customers?
trackName artistName sellerName
adidas Originals adidas International, Inc. adidas Group
adidas Urban Art Guide adidas AG adidas AG
miCoach adidas International, Inc. adidas Group
adidas Super 64 adidas Super 64 Michael Flynn
adidas eyewear adidas eyewearSILHOUETTEInternationalSchmied AG
adidas reader IPS Pirates IPS Pirates
adidas大学 adidas Japan K.K. adidas Japan
アディダス時限クーポン adidas Japan K.K. adidas Japan
adidas shake ID\TBWAID LEW_LARA/TBWAINTERNET PROPAGANDA
![Page 16: New digital products special session 01 dec11](https://reader035.fdocuments.us/reader035/viewer/2022070301/54448423b1af9f700a8b4939/html5/thumbnails/16.jpg)
iTunes: publisher names iTunes: publisher names
![Page 17: New digital products special session 01 dec11](https://reader035.fdocuments.us/reader035/viewer/2022070301/54448423b1af9f700a8b4939/html5/thumbnails/17.jpg)
Different views Different views
![Page 18: New digital products special session 01 dec11](https://reader035.fdocuments.us/reader035/viewer/2022070301/54448423b1af9f700a8b4939/html5/thumbnails/18.jpg)
Some industries & brands are advancedSome industries & brands are advanced
• Automotive
• Mobile Operators
• Coca Cola
• Games
![Page 19: New digital products special session 01 dec11](https://reader035.fdocuments.us/reader035/viewer/2022070301/54448423b1af9f700a8b4939/html5/thumbnails/19.jpg)
Automotive: AudiAutomotive: Audi
Find an app on the phone
![Page 20: New digital products special session 01 dec11](https://reader035.fdocuments.us/reader035/viewer/2022070301/54448423b1af9f700a8b4939/html5/thumbnails/20.jpg)
Automotive: AudiAutomotive: Audi
Website
Mobile Website
![Page 21: New digital products special session 01 dec11](https://reader035.fdocuments.us/reader035/viewer/2022070301/54448423b1af9f700a8b4939/html5/thumbnails/21.jpg)
Automotive: AudiAutomotive: Audi
A proper landing page for apps related topics
Each app is represented:
![Page 22: New digital products special session 01 dec11](https://reader035.fdocuments.us/reader035/viewer/2022070301/54448423b1af9f700a8b4939/html5/thumbnails/22.jpg)
App portfolio management basicsApp portfolio management basics
✓ App icon design guidelines
✓ App naming guidelines
✓ Manage categories, keywords and descriptions
✓ One App Store account for all brand apps
✓ One landing page/support page for all brand apps
✓ App monitoring and reporting
✓ Customer support and feedback structure
✓ Provide guidelines and tools for 3rd parties making use of your app
![Page 23: New digital products special session 01 dec11](https://reader035.fdocuments.us/reader035/viewer/2022070301/54448423b1af9f700a8b4939/html5/thumbnails/23.jpg)
Service proposition• uniqueness• target audiences• competition• message• benefit• relevance
App design• icon consistency• tested icon design• app usability• app sensor usage• situation & context aware design• user centricity• mobile websites
App store optimisation• competitive research• app description• keyword write and research• category research• screenshots• app pricing• updates• reviews & ratings
Launch promotion• sneak peek preview• beta testing• promo codes• forums & communities
Promotion packages• press release• twitter & facebook• custom twitter account• Facebook Fan Page • review sites submission• promotional pricing• banner for apps• in-market app tracking• in-app analysis• app store SEO• app website promotion• web SEO• teaser youtube video• web support pages• mobile websites
App & serviceportfolio managament tools and topicsApp & serviceportfolio managament tools and topics
AppApp
![Page 24: New digital products special session 01 dec11](https://reader035.fdocuments.us/reader035/viewer/2022070301/54448423b1af9f700a8b4939/html5/thumbnails/24.jpg)
And this is the real challenge...And this is the real challenge...