How to think about and build iphone applications that never get removed by users.

1. iPhone apps and adoption
June 2010

2. Phones are highly personal
To get on here and stay
here, app needs to be
valuable.
“what’s in it for me?”
Consumers are
empowered, self-
centred beings

3. Iphone is not another push channel
If I can get it from the
Not a substitute web, retention of the app
for desktop. will decrease over time

4. Positive retention of iphone apps
Positive user reviews
and ongoing
marketing will
increase retention
Adoption will start off
small, but grow over
time
Adoption of app

5. Positive retention of iphone apps
The app benefits
alone will
ultimately dictate
The users experience of success, not
the app is paramount. marketing
Competing with
Facebook and Twitter
Getting the value
proposition right at
the beginning is
important. Things
which we do not
value, we throw
away

6. adoption of iphone apps

7. Leverage existing coms channels
Facebook community
Find the best 3 mediums to
Email marketing promote app based on level of
engagment and eyeballs
SMS marketing
SEM marketing
You needs lots of people to see
the app hourlt, daily, weekly.
Above the line
Event marketing

8. Event marketing
Events create immediate,
relevant opportunities for users
to adopt an iphone application.
Users are a captive audience
and the significance of the
application is much clearer.

9. Digital marketing
Be wary of using digital media
to push another digital medium.
Are you saying the same thing?

10. firestarter case studies

11. beer o’clock application
Corporate objective –
get people buying home
delivered beer before
leaving the office
Useful counter to
remind consumers
to go home at a
certain hour.
Website: http://www.firestarter.com.sg/fs_document.php?id=153

12. online research
Google Keywords reveals online consumers in Singapore are
more interested in ‘kegs’ than brands when buying online.
Key search can direct web content, services and products.

13. singapore movie gadget
yes please!
This is
fast.
Instead a single gadget can provide the same content,
consolidated in one place.
This kind of search might save hours of trying to find and
compare content from different sites.

14. results
Became a default gadget for all users of iGoogle in Singapore
Saves users approx 30min searching movies online.
Success in Singapore saw rollout for iGoogle Thailand and
Malaysia.
“Try doing this search without
the gadget. page refresh,
hanging, boring. this gadget
sorts it out. thanks!!!”

15. Desktop research
Currently available calendars have low adoption due to their poor
aesthetics and relevance. They are too general.
One user described the gadget as follows: “Absolute rubbish. I need
a calendar that I can make future notes on. This is as basic as they
come.”

16. Beauty gadget
Tangs Beauty Calendar
Tangs Beauty Hall is the ultimate
beauty destination in Singapore.
Each day, we share with you our
amazing beauty tips and related
promotions on a dynamic calendar,
so you always look stunning.
Try our tips, then indulge yourself at
our beauty haven with the newest
and best cosmetics and skincare
products.
www.tangs.com
Appear in a highly
visible area in
igoogle app store

17. Recommendated wireframe
Tangs Beauty Calendar Tangs Product Calendar
Wed, 5 Nov Wed, 5 Nov
$ 30 (UP)
Wear cream blusher in
Asian Climate for a more
long-lasting look. more
The latest cream blusher
more from Benefit is now 20%
off at Tangs. Promotions
ends 30 Nov.
more
Currently available calendars have low adoption due to their poor
aesthetics and relevance. They are too general.
One user described the gadget as follows: “Absolute rubbish. I need
a calendar that I can make future notes on. This is as basic as they
come.”

18. Content planning
Beauty Product
Beauty Product image
Date Product Price Calendar Calendar Product image link
Calendar Tip link (icon)
Text link Text Link
Wed, 5 Wear cream The latest $30 (UP) Link to the www.tangs.com/i www.tangs. www.tangs.com/images/
Nov blusher in cream product mages/ com/promo promos/harnnthann.jpg
Asian Climate blusher at calendar promos/harnntha tion1/
for more long- Tangs is now page nn.small.jpg
lasting look 20% at
Tangs.
Promotion
ends 30 Nov.
Planned a 6 month
engagement to drive
traffic to counters
instore

19. recommendations

20. deliverables
Description Timing
Desktop Research Find out what the audience is 1 week
looking for using online tools
Focus group Road test online research via focus 1 week
research groups to narrow / refine
Concept From research, define value 1 week
development proposition
Wireframing Develop a bullet proof user 2 weeks
experience
Promotion Actively promote app via 3 channels 3-6 months
eg Facebook, ATL and events

21. The concepts, ideas, strategies, information, materials, artwork, plans and copy
contained in this document are presented in absolute confidence and are the
property of Firestarter Pte Ltd and must not be reproduced, adapted,
communicated to third parties or in any way used without the express
permission of Firestarter Pte Ltd.
© Copyright Firestarter Pte Ltd 2010.
www.firestarter.com.sg