1. Your brand seen through the eyes
of an iphone user
Ernst & Young London - December 1st, 2011
based on:

2. Smartphones and Apps:
A booming market
Smartphones Mobile Apps
Booming Android „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

3. Smartphones and Apps

4. New 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

5. This is not a.....

6. What if your brand had many apps...?

7. 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

9. App Store accounts
• Nike, Inc
• Nike Italy
Icons and names
• Nike brand logo
• partly explanatory
names
Note
• Nike/Apple hardware
partnership

11. App Store accounts
• PUMA Japan K.K
• PUMA AG
Icons and names
• no real branding

13. App Store accounts
• adidas AG
• adidas eyewear
• adidas
international, Inc
• adidas Japan K.K.
• agencies
Icons and names
• 6 x brand logo
• explanatory names

15. 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
SILHOUETTE
adidas eyewear adidas eyewear International
Schmied 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
ID LEW_LARA/TBWA
adidas shake IDTBWA INTERNET
PROPAGANDA

16. iTunes: publisher names

17. Different views

18. Some industries & brands are advanced
• Automotive
• Mobile Operators
• Coca Cola
• Games

19. Automotive: Audi
Find an app on the phone

20. Automotive: Audi
Mobile Website
Website

21. Automotive: Audi
Each app is
represented:
A proper landing page for
apps related topics

22. App 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

23. App & service
portfolio managament tools and topics
Service proposition Launch promotion
• uniqueness • sneak peek preview
• target audiences • beta testing
• competition • promo codes
• message • forums & communities
• benefit
• relevance
App design Promotion packages
• icon consistency • press release
• tested icon design • twitter & facebook
• app usability • custom twitter account
• app sensor usage
• situation & context aware design
App • Facebook Fan Page
• review sites submission
• user centricity • promotional pricing
• mobile websites • banner for apps
• in-market app tracking
App store optimisation • in-app analysis
• competitive research • app store SEO
• app description • app website promotion
• keyword write and research • web SEO
• category research • teaser youtube video
• screenshots • web support pages
• app pricing • mobile websites
• updates
• reviews & ratings

24. And this is the real challenge...