Posts tagged apps
Are you making an ‘App-solute’ mistake?
Sep 3rd
Mat Diss, founder of bemoko explains why apps aren’t always the route to mobile marketing success.
Mobile content consumption has driven the spectacular success of mobile apps. With the Apple iTunes store heading towards 200,000 apps, the growth of Nokia’s Ovi app store and the Android Marketplace, you could be forgiven for thinking that the only way to go mobile is to create an app, deliver it to Apple and sit back and enjoy the rewards.
Unfortunately, as always, life is not that simple. Despite Apple’s success to date, the iPhone constitutes less than one in ten of all smartphones sold.
Creating an iPhone app will only cover a small proportion of people who can access the mobile internet and with the other phone manufacturers rapidly catching up with the iPhone’s functionality and usability, there is a real risk that compelling brand content created only for iPhone will become more and more niche, hidden amongst hundreds of thousands of other applications, difficult to discover and ultimately unrewarding.
An alternative is to create apps for every different kind of phone: Nokia; Blackberry; Windows Mobile; Android. The problem is this is expensive and time consuming. Imagine having to build different PC websites for Dell, Toshiba, Sony, Acer, IBM and every other brand of PC.
The reality is that the vast majority of apps are effectively mini mobile websites. The app simply accesses the relevant information from the server and renders it within a template on screen. So why can’t web designers simply build one site that works on every internet enabled phone?
To date the problem has been the sheer complexity of the mobile environment. Not only are there several different browsers and operating systems to consider, there are multiple screen sizes and a vast array of functions and standards supported by different phones. This has created a vastly complex environment in which to deliver content.
Web designers need to know that the content they are creating is delivering, not only on some, but on all devices. It is astonishing but true that some of the most popular destinations on the web still render content in a manner that it is almost illegible on a wide range of phones.
The solution lies in creating mobile websites using a development framework and delivery service that intelligently assesses the properties of each phone that accesses the server and only delivers content that the device can display effectively.
This creates a meaningful user experience for every device, delivering an app-style experience for advanced touch screen devices but also providing an effective mobile presence for internet enabled, but less capable phones, and ensures your customers have access to the best brand experience on their device.
What is iPad? 200,000 apps and the world wide web
May 16th
Apple has released a new ad for the iPad, as many countries are still left waiting for the device with Australia in particular being told to wait two more weeks to place orders.
The ad, titles ‘What is iPad’, should continue to hype and hysteria as it describes the tablet device and shows images of people using it in every which way they can.
A voiceover says: “iPad is thin, iPad is beautiful, iPad goes anywhere and lasts all day, there’s no right way or wrong way, it’s crazy powerful, its magical and you already know how to use it. It’s 200,000 apps and counting, all the world’s websites in your hands, it’s video, photos, more books than you can read in a lifetime, it’s already a revolution and its only just begun.”
Some might find this spot less subtle and more boastful, see what you think:
Protect and survive? Now it’s text and survive.
Apr 21st
The phrase ‘Protect and Survive’ that fronted the public information series on civil defence produced by the British government during the late 1970s and early 1980s is being given a new spin.
Mobile developments now mean the rallying call is ‘Text and Survive’ on the back of a new MobileAlert system being introduced in Israel.
It will be used to back up 20th Century air-raid sirens and loud speaker announcements.
Developed by eVigilo the service is set to go live in early 2100 and is being managed by the Defence Ministry with the assistance of the National Emergency Authority.
It’s not a development that is being taken half-heartedly with nearly £35 million being assigned to the project.
MobileAlert will be plugged into the existing network of warning radars that monitor Israel’s borders for rocket attacks, ttrack the flightpaths of incoming rockets, and - estimating the point of impact - trigger alarm sirens in the area.
The hope is that MobileAlert will be more accurate, using GPS to send messages to all phones in the area predicted to be hit.
Of course, the warning window depends on where the missiles are fired from – mere seconds if from the Gaza Strip, but minutes if from, say, Iran.
But it could make all the difference between making to it to a shelter – or not.
“The siren sound component is the primary life saving tool within the alert array. The cellular alert system is being currently evaluated to become the central element in this array.” said Israel’s Deputy Defence Minister, Matan Vilnai.
Google makes its first acquisition in the UK
Apr 12th
Google has made its first acquisition in the UK, and it’s not the kind of heavy -hitter you might expect the giant to snap up.
Visual search company, Plink, is just a two-man start-up, based out of Oxford. It’s founders Mark Cummins and James Philbin are now both joining Google to work on Google Goggles.
Publically launched just four months ago, the site shot past 50,000 users in just four short weeks.
The company’s first product, PlinkArt, enables users to identify paintings and artworks with just a snap from their phone’s camera. Once recognised, users can read information on the artwork and artist, share their favourite pieces with friends, or even order a print to hang on their wall.
“We started Plink to bring the power of visual search to everyone, and we’re delighted to be taking a big step towards that goal today,” said Cummins and Philbin in a posting on Plink’s company blog.
“Google has already shown that it’s serious about investing in this space with Google Goggles, and for the Plink team the opportunity to take our algorithms to Google-scale was just too exciting to pass up.” Read the rest of this entry »
New app brings show reels to the masses
Apr 8th
SohoSoHo, the advertising reels directory, has launched an iPhone app that will make it possible for directors, their reps and producers to showcase, download and access their work on the move.
The ChilliBean-managed company offers a direct marketing channel for subscribers to the world’s leading advertising agencies – showcasing their reels, bios and latest news.
The app allows subscribers can share new projects, talent and new signings, while the search function enables agencies and brands to simply and quickly find and view work from a wide range of creative talent.
Part of ChilliBean’s range of services for the creative industries, the app also gives users the opportunity to view and save the latest reels and industry news and also make direct contact with subscribers via their iPhone, iPod Touch or iPad.
Daniel Hearn, Client Services Director of ChilliBean said: “We wanted to provide a service that would give our subscribers the platform to be able to view and access their reels anywhere. This industry is all about getting your work in front of the right people and at the right time – be it on the tube, at a market or major event, and with the SohoSoHo app, when an opportunity arises to show off their work, our users can now just reach into their pockets.”
Demand for iPad higher than it was for the iPhone. Price or curiosity?
Feb 26th
There is more demand for Apple’s forthcoming iPad then there ever was the iPhone, according to new research.
Is this surprising? Yes. Why? Because all the reports that were flowing out of newsrooms immediately after Steve Jobs introduced the new product where negative.
“It doesn’t have this…it doesn’t have that…” Bla bla. The critics were wrong. People still want the iPad.
As I have said before, consumers are curious about Apple. It seems to be able to do no wrong and what the bloody hell would you want a camera on a tablet computer for anyway? Research has backed me up:
A new survey from RBC/ChangeWave reveals that 13% of consumers were either somewhat or very likely to purchase the iPad, compared with the 9% who gave the same reply for the original iPhone in a similar survey conducted prior to its launch.
Mike Abramsky, RBC analyst, said that while he does not expect feverish initial launch lines such as the iPhone attracted, “the data portends well for healthy initial iPad uptake.”
The reason?
The iPad’s unexpectedly low price point – starting at $US499.
Only 8% appear unwilling to pay Apple’s indicated iPad prices, according to the survey, that well below 28% who balked at initial iPhone pricing.
But perhaps the high demand is also due to people’s curiosity over what exactly the iPad will do and how it will enrich their lives. Tablets have been around for years, so why all the hype now?
Consumers have been told that not only will the iPad change the way we consumer media, it will revolutionise our use of the internet…of how we use technology! It will make our lives easier and I guess you’d be crazy not to buy into that when it’s for such a low price.
Top planned uses for the device among buyers includes surfing the internet (68%), checking e-mail (44%), and reading e-books (37%).
The iPad may have greater potential than first touted and gives further weight to Apple’s predictions that the iPad will be in the hands of more than 10 million consumers by the end of the year.
Better fix those censorship rules then guys.
Too sexy for Apple?
Feb 22nd
Believe it or not but Apple has finally got something wrong, upsetting customers - and no, I’m not talking about the iPad.
Apple has begun enforcing stricter policies around apps available from its app store in a move that could see some apps removed entirely.
While the tech giant has so far only removed adult-themed apps, some games have also been removed.
Techcrunch reports that no more applications with “overtly sexual content” will be allowed, however, the criteria in which apps on the Apple store will be measured remain unclear.
The policy is expected to alarm some developers, and like other attempts to censor internet content, could see some apps banned for no reason at all - or at least in a case of misunderstanding (think of how in India you can’t look up ‘sex discrimination laws’ because the search term ‘sex’ is banned.
The news has already prompted many scathing opinions and blog posts on Mac enthusiasts sites such as cultofmac.com and 9to5mac.com. Blog posts on the sites are warning developers to make sure they don’t feature any “sexy women in apps” deeming the bans “ridiculous”.
The pulling of apps is in response to what is being dubbed as “sexy apps”, which also includes porn.
The move comes at a rather convenient time, with many touting that the clean-up attempt is to ready the market for its iPad, which is due to hit stores next month.
The iPad is expected to be popular with schools - carrying textbooks.
It seems that no medium is safe from censorship these days. And it isn’t necessarily a bad thing. For years, the internet has known no or little inhibitions - there were no clear boundaries and anything and everything was available for download. We called it freedom. And until the internet giants got on board with censoring content available through their sites, there was no way to apply any laws on the world wide web as it isn’t confined to any one jurisdiction.
But the question is now, how much power should these ‘internet giants’ have over what content can and can’t be seen - and furthermore, what is too “sexy”?
Media rivals fear the great (free) power of the BBC
Feb 18th
The BBC is gearing up for the launch of its first iPhone app, which will also include the iPlayer catch-up service in what is the latest example of traditional media outlets embracing mobile and digital.
In a bid to capture audiences that have started consuming content in different ways, the BBC will launch applications based on its news, sport and iPlayer video services and will offer the content free.
But the move could put more strain on mobile networks that have struggled to handle the amount of data traffic, particularly bandwidth-heavy services such as video.
To be honest, it’s about time catch-up services caught up with smartphones (iPhone, Androids). However, the move is touted to intensify the debate about paid-for content.
However, rival media outlets have suggested that the BBC’s plans for a range of apps is a demonstration of the corporation exceeding its remit.
By offering free news and sports service, rival media groups will find it difficult to compete, generate advertising revenue and sell their paid-for apps.
The Newspaper Publishers Association told the Financial Times that the BBC’s apps would “strangle an important new market for news and information” and so “reduce members’ ability to invest in quality journalism”.
Britons already pay for the BBC through a license fee and programmes are ad free, so it will indeed be hard to compete with.
Meanwhile, we are all waiting to see what newspapers and magazines can offer on the iPad platform – the perceived silver bullet that will save the media industry. Time will tell…
How to successfully market an iPhone app
Feb 15th
Maria Mandel, senior partner at Ogilvy & Mather, New York, says that while marketing tools have expanded, the rules are still the same.
Marketing for iPhone apps is similar to marketing other products, although the marketing tools available have expanded recently - especially in the area of social media. The steps are still the same: develop a product that your customers need or would like to have (iPhone app), create and deliver a strong marketing message to attract a following, and continue to develop new products/features and upgrades to retain existing customers.
Step 1: Develop Key Value Proposition
What sets your iPhone app apart from all your competitors? Why would your target audience want it? You have to come up with ways to be unique. There are three key questions that you should attempt to answer as you define your iPhone app’s unique value. The answers to these questions become the basis of your marketing process:
1. What’s unique about your iPhone app? List all the features and functions that are unique to your app. This list will help you develop a marketing message for your app and keep you focused during app development.
2. Who is your target audience?
3. Who are your competitors?
Step 2: Deliver Your Message to your Targeted Audience
Demand for your app is created when you help a prospective customer see that you have a solution to their problem.
Delivering your message happens when you create powerful descriptions and visuals for your app on the AppStore and on your app’s own website and email distribution list. You must think in terms of showcasing your app on the AppStore and on a corresponding website/email. The email communications and website can be used to show videos of your app, provide additional screen shots and other content. Always display a “download now” button prominently on your own site that directs to your app on the AppStore.
Social media marketing can help you generate buzz for your app. Take a look at using Facebook, MySpace, Twitter and other social media tools to help get the word out about your app.
Step 3: Marketing Your App
With the right message and the right audience combined with the right marketing tools and methods, you can create marketing campaigns that will be extremely effective in reaching your ideal audience.
For every app you see – there are hundreds of thousands more that you don’t. While interactive content discovery is, for the most part, driven organically, the initiation of mass access to the content through intermediary media (blogs, newspapers, content aggregators, word of mouth) is only ensured through a strategically planned approach that includes both paid and unpaid media tactics targeting your audience. Paid awareness (mobile display ads, in-app ads) then become not only a driver of adoption/download but a highly unique showcase of the brand. Organic seeding is effective as well as public relations.
Maria consults across the Ogilvy group on emerging communication platforms such as broadband, mobile marketing, gaming, digital out-of-home, community marketing and advanced TV. She is the executive director of Digital Innovation & Digital Lab NA.
Will a lack of understanding deter marketers from taking advantage of Apple’s iPad?
Feb 8th
An online survey conducted by YouGov in the days following the launch of Apple’s iPad shows that awareness of the product is high but that there remains some confusion about its features and capabilities. Will this stop marketers from getting on board?
While 70% that were shown an image and provided with a brief description of the Apple iPad claimed to have heard about it, which is good news. But many were unsure of how to approach the new product and what they would use it for.
A large majority of respondents recognized that the iPad can send and receive emails (68%) and that it can connect to the internet via wifi (65%).
The e-reader capabilities of the product are also well recognized with almost two thirds (64%) of respondents expecting to be able to read electronics books and magazines on it.
Apple is famous for its lack of advertising and marketing activities in the lead up to the launch of its new products. It creates hype and buzz without ever confirming what it is doing, which in the past has been hailed by marketers. But this time, it could actually hurt Apple.
Marek Vaygelt, Head of Technology and Telecoms Consulting at YouGov points out that misunderstanding of the iPad’s operating system capabilities is greater among existing Apple customers.
He said that “Apple customers who own three or more Apple products have a very high awareness of the iPad but are way more likely than the population as a whole to believe it has a multi-tasking operating system. While this is a software rather than a hardware feature it suggests Apple’s core market might want to wait for an upgraded version.”
Despite this misunderstanding, while 7% of the survey’s respondents believe they will probably or definitely buy an Apple iPad, 23% of owners of three or more Apple products believe that they will definitely do so.
With 40% of British adults owning at least one Apple product, YouGov estimates that the vast majority of Apple iPad sales will come from existing Apple customers with iPhone and Apple iMac customers the most likely purchasers.
The company has done well to ensure it has a following of loyal brand advocates but will it be enough to guarantee the success of the iPad?
Perhaps what will really sell the iPad to new consumers is the apps that will be available. The only problem now however, is that no one has come up with anything compelling enough to capture the imagination of potential users.
It’s an open platform for marketers though, and we’re eagerly awaiting to see what they can come up with.
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