Has it ever clicked you, how you have started using apps for shopping, banking transactions, entertainment, information, travel and many other necessities? It seems as if, it is an integral part of our lives.
Investing in smart phone makes life easy as they are always with you
Smartphone seems to be our best friend
They never leave us
M-Commerce Transactions & App Revenue
- Mobile commerce transaction will reach more than 2 billion users by the end of 2017
- 74% of shoppers use Smartphone
- By 2017 Global Mobile App Revenue is expected to cross 76.52 billion US dollars.
- In 2014, mobile apps contributed to 42% sales for the leading 500 merchants.
People engagement is increasing with Mobile
How we are consuming digital media (Desktop vs. Mobile)
Mobile apps on the verge of replacing desktop usage
Smartphone users in Q4 of 2013 spent 81% of their time spent on mobile phones in apps.
Mobile devices on an average take up 2 hours and 51 minutes of almost every US adult
Facts prove that ads perform better on smart phone devices
Do you know – 62% Smartphone users are ok with 15- 30 sec ads than video ads over web?
Mobile ads perform 4-5 times better than online ads.
App Engagement and retention is at new heights!
- Percentage of people using more than 11 apps has increased beyond 39% in 2014 as compared to last 4 years
- Only in US 224 Million monthly active users are using Apps.
- Active number of monthly mobile app users in US has crossed 224 million
Can my business use apps just like top brands?
Technology never discriminates. Now there is no dominance of big brands in this arena, even your small or medium size business can do great by using this technology.
All you need is -an unique idea, proper plan and an expert, who can understand your goals, your client’s expectations and relate both of them.
Choosing the right app from various types will fulfill my need completely
Development methodology, classifies apps into three types:
All these three have respective pros and cons. If I am asked that which of the three apps will suit my business the most, my honest reply will be no idea, unless I understand your business objective!
Native Apps:
These are the real apps which are installed in your device and work at operating system level of the respective device. As a result it provides high degree of reliability and faster performance, they are created for particulars, either for platform or for devices e.g. iOS, Android, Blackberry, Symbian, Windows phone, WebOS.
Types of Native Apps
For making them available for other operating systems, you have to develop separate software which makes it little complicated and expensive. You can download different apps from different app stores. These types of apps are based on binary codes, which when active interacts with OS Operating System of the device. These apps can also have access of various tools of your device such as camera, contact list etc.
Technology: These apps are coded in a specific programming language, such as Objective C for iOS and Java for Android operating systems.
Native apps can be further classified into three types-
Hybrid App: This type of apps is developed using technology such as Phonegap, Mosync, and Sencha that have cross platform technology, but they have access to your phone hardware.
Dedicated web App: These apps are basically a website which is made in such a way so they can be operated on specific platform, they won’t work on other Smartphone or any other devices.
Generic Mobile App: These apps are in-fact, websites which are compatible with all web enabled phones.
Web App:
Web apps are websites, which gives look, feel and interaction experience like native apps. They run on the browser of website and are ideally developed by using Java Script and HTML5.
Hybrid App:
A hybrid app is one which has both elements i.e. of native and of web applications. It runs on the device and is developed with web technology like html5, CSS, JavaScript and then swaddled in native applications
App Stores – Who is Market Commander?
Google Play dominates in terms of number of available apps and downloads but revenue wise Apple leads. It is expected that by 2018 Google play will be at no-1 Position.
Do Apps substitute or complement Websites/Mobile websites?
An honest answer is the fact which says that your business needs the most advantageous presence at all platforms. Even if you offer a mobile website for your audience, you should encourage your prospect clients to download your app.
From customer engagement scenario, native mobile apps give justice to your investment in business. It helps you engage with various customers base to offer them a good user experience – even if they don’t have a good Internet connection.
Evolution of Digital Marketing – Keep Your Eyes Open To Stay Alert!
Mobile Marketing is having 11% share in different marketing channels is playing a major role. From engaging to conversion to experience optimization and client retention it is precious enough, can’t be ignored
Mobile Marketing is having 11% share in different marketing channels is playing a major role. From engaging to conversion to experience optimization and client retention it is precious enough, can’t be ignored
The mobile applications industry is now one of the most important players in the marketing arena. Few years back, only the most technologically advanced companies, or those with the huge budget developed their respective mobile applications, Now the business of making mobile applications is fairly accessible and cheap so, small organizations have their pick of mobile app development partners. Software is simple enough for companies to make their own specialized mobile applications as and when needed.
In United States alone, by 2018 expected number of Smartphone users will be 220 Millions. While worldwide number of mobile phone user is expected to be around 2.56 Billion.
Cell phone Owners uses their phone for various activities
Image Courtesy:https://bit.ly/2TS77uQ
Time Spent in Shopping Apps by smartphone users
Mobile Users Activities growth year by year
As per Flurry Report in 2014 session growth has been noted in each category of App. 2014 can be remembered when retail industry set its foot into the world of mobile in a big way.Mobile use Sessions in shopping apps on iOS and Android increased by a whopping 174% year-over-year (note: for iOS, the “Lifestyle” category includes more than shopping). On Android alone, the shopping category increased by 220%.
Utilities & productivity apps in 2014 was dominating category for Smartphone users, confirming that our phones and tablets have become indispensable devices that help us work and keep our lives organized.
Taking Advantage of App Marketing
“The secret of change is to focus all of your energy, not on fighting the old, but on building the new”. Greek Philosopher – Socrates
Reasons your business needs an App?
- Mobile users invest 89% of their mobile time in Apps, Men spent 29.5 hours while women dedicate 31 hours in a month on apps. Research reveals that most of the Mobile users after browsing a website don’t reconsider it.
- Mobile shopping is in trend, its business is worth £11.1 billion, which you can’t afford to miss
- Only 28% of your competitors might have an app, it’s your choice to enter the competition or remain in queue of 72% who are out of the app world
- If the nature of your business demands communicate engage and interact with your customer in real time, then definitely you should think over it.
- Do you sell your product or services online? With apps you give a feature of mobility to your users, so they can interact with your business over phone, whenever they need it. Even if you are in service based business, major market is waiting for you.
- Does your business believe in making life easy of your customers you will earn credibility, and loyal customers.
Do you still want to ignore it?
Technology enables you to take a Smart Approach of Marketing’
As per research reports of CEB’s Marketing Research council, buyers contact suppliers when 57% of buying cycle is already over. This clarifies your presence at different channels all the time through appropriate media, and engagement methods so they can complete the cycle.
As a marketer you have to work for engagement at each phase of purchase cycle. The digital era has changed the traditional way of shopping, where the purchase cycle involves:
EDUCATE > To ENGAGE> To Finally CONVERT
Customer want to know about you in all the three phases i.e. pre purchase, during purchase and after purchase, they look for a relationship where they can invest their hard earned money. The era has gone where marketers used to tell one sided story, now a streamlined, effective and efficient engagement methodology is critical so customer can understand there is a guaranteed benefit, and the trust factor can be created.
Planning & Developing an App
The key to success for any application is associated with user engagement, how they perform activities, does it make their life simple, is it interesting, what is usability score, do they easily and efficiently get success to achieve their goals.
The second most important factor, how properly you have done your homework, i.e. research for user’s devices, platforms, technology and other multiple requirements of users.
Brainstorming: Define idea, functionality, feature description, potential market, monetization plan, competitor’s strength and weakness, then develop prototype of app, create wireframes.
Goals: Always define what your organization’s is expectation from the app; prioritize activities by taking prior decision that whether your solution is for customer loyalty, self service or for seeking new opportunities for revenue streams.
Technology: Ideally it completely depends on type of app & the functionality you want to incorporate in it, still feel free to have good discussion with your app developer to choose right technology for your app, never hesitate to share your future plan with developers, it will enable you to get the right solution.
User and business demands equal importance: When business objective is smartly incorporated in user centric solution, then the story is sure to be hit.
QA & Testing: Get a public opinion about your app
Having a reasonable testing plan reduces the chance of getting unexpected surprises later at implementation stages. It could be a very good idea, if you share your app idea outside of your development team, i.e. with your family, friends and colleagues; so you can get a fair idea about your app.
ASO (App Store Optimization)
There are around 3 million apps available in different app stores. Getting a good rank maximizes the chance of downloads. Just like there are different ranking factors in SEO for websites, there are potential factors on which app ranking depends in different App stores.
App Store Ranking Factors
- Use of Keywords in the title
- App Icon
- Description of App
- Reviews/Rating
- Localization
- Number of Downloads
- Social Mentions etc
Monetization of your App
Mobile App Market has been very lucrative, in 2015 when the worldwide app market forecast is about $ 45.37 billion, where in 2017 it will be about $ 76.52 billion. Although there are more than 90% free apps in app stores, but don’t forget that you can make money only when you charge for downloading.
App Monetization Strategies
- Paid Apps
- In App Purchase
- Partnership
- Advertisements
- Sales & merchandising
- Promotion
- Selling Source code or App Data
- App Development
- Subscriptions
- Wrapping up
The app monetization strategy varies from one app to another. It is not necessary one strategy which is ideal for your competitor, will work in your case. You surely want to stand different from your competitor so why do you even think of working on the same strategy? Be aware of all strategies but use the best or may be the same but in a different way.
Don’t Skip Knowing App Monetization Myths!!!
- Ads disrupt the user experience.
- There is no need to localize the ads in your app.
- Charging money is best way of app monetization
- You will give free download feature then will charge for all features.
Consumers spend 80% of their mobile time on apps so it’s crucial to engage their time in a more productive and interesting manner. In the world of apps, having right strategy & a clear future prediction will help you to establish yourself as a leader.
Mobile technology is on the verge of immense progress opening doors to every industry. Mobile apps are at your service to build and enhance customer relationship; be a dreamer and think beyond!
Anand Mahajan
Souradeep Kundu
Shivraj Dhaygude
