Everything is going Mobile and consumers are adapting Smartphones rapidly. Denmark is top 10 in terms of Smartphone penetration and more and more consumers are buying from their mobile devices. How can you as a company take advantage of this revolution? There is still room to differentiate yourself from competitors by adapting to the mobile channel.

1. facebook.com/owlaidk owlai.com
twitter.com/owlaidk

2. ME
• Co-Founded one of the first App Store in 2005
• Idea, Product, Funding, Expansion, Exit
• Marketing Director – Vopium
• Marketing Vopium App in 52 countries
• Blog about app marketing:
http://www.amino.dk/blogs/babarbaig
• Co-Founder Writereader Aps – Kids Learning app
• App Marketing mentor – AppGarageDTU
• Twitter: @babarbaig
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3. Mobile Revolution
•Everything is going mobile
•”Mobile first” will succeed
•…not web to mobile strategy
•Strategy first! Always!

4. ALWAYS Start with Strategy
Why APP or Mobile site
New customer? Retention app? App for internal usage? App with Back-end
integration? M-Commerce app? Branding App?
-Tech. considerations: App, mobilesite, Hybrid? Fragmented webtraffic?
Budget, Time to Market. Native OS features?,
- Business related considerations: Free or Paid app? Both? In app purchase?, Pro
version? What pricing? OS differentiated businessmodel?
- Marketing considerations: App store, Google play, Mobilesite marketing vs app
marketing. Big difference (Google, iOS, mm.. Target group.

6. The Competition….
•1.000.000 Apps on App Stores and +50.000 new apps each
month!
•+ 28.000 Native Ipad apps (sep to oct 2012)
•TODAY: App Store crosses 1mil. approved apps
•Same positions to fight for! Top 10 – but how many downloads
does it take?
•Top 25 developers are sharing +50% in app revenue.
•…making +500 mio DKK in 30 days…
……24 of them are Game developers…..one main reason?

7. Key App trends
•Each smartphone user has 30-40 apps installed …….
•….But only 3-4 apps are used on daily basis. Rest are ”ghost apps ”
•App users dont visit the website of apps. They expect to get the
required information on mobile/tablets.
•More time on Apps than on Mobile sites.
•Usability is essential for app users.
Its not a matter of being first on Appstores – but getting it right!
(Clear,Wordfeud, Instagram, Viber)

8. App Store & Social?
• Social media will be a factor in App Store Ranking
Algorythm? Its a reality.
• App Store – worlds largest branding market place
• Google Play and G+
• Google play landing page + backlinks (SEO + ASO)
• Facebook App center – FB login/connect integration
• Majority will interact for the first time with your brand –
on App Store.
• Dont underestimate the power of users.
• Whats your social App strategy?

9. Pre launch plan
•Understand different AppStore propostions: Enterprise App Stores, ESD
sites, Operator App Stores/Portals, OEM App Stores, OS based App Stores.
•Product related checklist – Tracking, Goals, QA, etc.
•A-list for comments and reviews
•Importance of chosing the right App title, keywords and App-description (ASO)
•Setup process for bugfixing, handling feedback;
•Built in feedback feature (app store comments live forever) bad reviews tarnish
company’s image + make it even harder for future apps you roll-out to be
considered – specially for featuring options.
•Localisation
and….PR

10. Pre Launch plan - Whats your story?
•Create push/burst – from outside App Store through PR
•80% of searches are brand related
•Plan the pitch and media
•Create ”push” let journalists review app prior to launch –
embargoes, If relevant.
•Plan blogger outreach – let them review the app prior to
launch.
•Create excitement; NL sign-ups - FB Groups, Contests
works! (WriteReader)

11. Price elasticy is huge in gaming &
entertainment apps
•Use pricing actively – Price sites are scraping
App store for discounts.
Appshopper.com, freeappalert.com, freeappsa
fari etc.
•Increases downloads, > Rankings > More
organic discovery downloads > calculate
organic effect. / Vopium 1/3 Australia case

12. Is your Price right? Test it

13. IF everything
fails……dont worry

14. In App advertising
Promote your App

15. Tablet and mobile traffic peak at night
compared to desktop traffic which peak from 9AM – 5PM
12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM
Tablet Mobile Desktop
source: Google Internal Data, 2011
note: % of each platform’s traffic shown hourly for one day; does not indicate absolute or relative traffic volumes

16. Reach your audience… at the right time
Standard Advanced
Interest
Location Category
Traffic Bundles (Android Only)
Demographic Time Remarketing
Carrier
OS Device New Devices App
(and OS version)
Enthusiasts

17. Relevant targeting

18. App/mobile Roadmap
Phase1: Mobile strategy/ Marketing plan
Phase2: Requirement specification
Phase3: App/mobile site development
Phase4: Pre-launch plan – to go market,
Phase5: CRO –Mobile conversion rate opt.
Phase 6: Paid Mobile Marketing

19. App Store Love

20. THANKS
baig.babar@gmail.com
@babarbaig
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