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John Dimiceli's invitation is awaiting your response

Feedspot John Dimiceli would like to connect on Feedspot. How would you like to respond? John Dimiceli     Confirm you know John Go to Feedspot This email was sent to 5longwood.dmobile@blogger.com. You are receiving pending invitation emails. You received this email because your friend John Dimiceli (dimiceli@gmail.com) invited you to join Feedspot. Click here to Unsubscribe if you wish not to receive pending invitation from John Dimiceli via Feedspot. Feedspot.com, 303 Cape Court, Mill Valley, CA 94941

Mobile App Marketing Guide

I just found this  Mobile App Marketing Guide that was recently published by MobyAffiliates.  Their blog post notes the 43 page guide includes the following:

• Appstore optimization and alternatives to the Apple Appstore and Google Play
• Cost per install (CPI), cost per download (CPD) networks
• Incentivised and Non-Incentivised installs
• Mobile Advertising and App Promotion
• Insider Tips and Techniques

The guide includes overviews of the App Marketing Space along with companies that excel in the various categories.   Check out the Slideshare version below:

Mobile App Marketing Guide

View more documents from mobyaffiliates

What Really Impacts App Installs?

Distimo published a new report today, titled The Impact of App Discounts and the Impact of Being a Featured App.   Distimo looked at the app stores for iPhone, Android and the iPad during Q4, 2011.   Some key takeaways from the report:

App Discounts

• The optimum sales occurred when the price was cut in half or the application was offered in tier 1 ($0.99) or tier 2 ($1.99).
•  30% to 50% of the applications on sale experienced a decrease in revenue even though, on average, the revenue increased in all three stores for the total group of applications on sale.
• One could conclude that marketers need to be very strategic in determining the sweet spot for discounting.   As in any industry, with any product, it is important to understand the market before discounting.   Determining the correct sale price and how to promote it is crucial in meeting the goal of increased installs AND increased revenues.

App Featuring

• In the first 3 days of Featuring,  titles saw the following increase in rank:  Android (+42 spots), iPad (+27 spots), and (+15 spots).   
• Featuring also has a significant lasting affect on the titles ranking.  In the five days following the end of the feature placement, the % increase of installs was the following:  iPad (145%), iPhone (+75%) and Android (+828%!!).

There are some other insights on both subjects in this Free report that is available here.

Mobile Marketing Map- Bluetrain Mobile

Mobile Marketing Watch noted today a new resource available from Bluetrain Mobile.    Blue Train has published a Mobile Marketing Map.   The Map is an amazing resource set up in a format that could become a standard for resources in any industry.    Blue Train lays out the industry as a map with every resource listed as a link to the appropriate company website.    If you are looking for a tool to guide you through the industry, go bookmark this now.

Game Monetization- Temple Run

Saw this great article on TechCrunch discussing Temple Run.

One great quote from the developers that seems to signify another turning point or shift in the best way to monetize iOS games:  "Temple Run focuses on an accessible user experience that boosts retention and sharing, with just 1% choosing to pay. This allowed it to become the top grossing iOS game through massive traction, instead of topping out around 1 million DAU with 4% monetizing like other games."   Currently, Temple Run is the #1 Free Game App on iOS with 20 million downloads and 7 million DAU.    Definitely another example that illustrates how important it is for the app has to be the right product.  In this case, the developer created a a simple game with wide appeal that is highly addictive.   The app grabs a huge amount of fans where the 1% opt to buy additional coins through in-app purchases which run from $0.99-$19.99.

Push Notification- The new, better, text message?

Urban Airship has a new blog post today announcing their 10 Billionth Push Notification.  The post  also mentions a Forrester Research piece titled:  The New Messaging Mandate.  I have not purchased the Forrester study but both are timely in that we are coming off a year that is widely being called a turning point in Mobile, especially with the rise of Apps.

• In November, Nielsen noted that as of the 3rd Quarter of 2011,  43% of U.S. wireless subscribers now own Smartphones.
• This week, Flurry posted on their blog that, as of December 2011, Mobile App Usage now accounts for  94 minutes/month vs. 72 minutes for the web.   

As we move towards Mobile Apps becoming more and more mainstream, there is a solid argument to look at Push Notifications as a key piece of a Marketing Communication Strategy.   Especially when that message can take the form of something more than text.   As we put ourselves in a consumers shoes, we have remember how we continuously choose to juggle the various forms of communication we receive.   In addition to email, Facebook, voicemail & text, the notification tray on Android and Notification Center on iOS are becoming the new form of communication that seems to rival, and at times, exceed the urgency of the text message.   As we view this new "inbox" with more and more credibility, marketers need to adjust their communication accordingly and understand where this form of communication falls with their fans/customers/users.   Below is the Infographic published by Urban Airship in their march to 10B push Notifications.   It would be interesting to see an overall number of Push Notifications to date across all platforms & apps and how that compares to overall text messages.

These are the types of things that keep us excited about mobile....

Mobile Web Usage Infographic

Yahoo published the below infographic last week.  It would be interesting to see an unbiased study like the below compared to Native App usage and what the breakdown is there.   It would also be telling to combine users time spent on Apps & the Mobile Web to get a true representation of how much time is being   spent on the mobile device...

Push vs. Text

I have been holding on to this article: Confessions of a Push Notification Convert | ClickZ  for the past few weeks as I thought about the potential of text messaging slowly being taken over by push notifications in the coming years.  The above article has a great list of reasons why Push Notifications are currently important to Marketers :

• Rich media-friendly, unlike email. You can send video, audio, forms, and maps.
• Lower cost and better tracking than SMS.
• No cost to the customer for rich media, unlike MMS.
• It's not regulated by the FCC or the FTC because it is entirely permission based.
• Can target to events and times when most users use your app.
• Can notify users when a message is waiting, creating an in-app inbox.
• Can incorporate users' location to deliver relevant content.
• Marketer-friendly interface for campaign setup, send, and reporting. Little IT support is needed.

 

I held on to the link for this article because I thought it was worth mentioning that Push Notifications could very well become the new text message. With the emergence of smartphones and the cost of utilizing Push vs. a text campaign (of course, you have to have an app, a base of users etc.), the lane is open for Push Notifications to become a Marketer's prime means of communicating to customers, fans, followers etc. As smartphone penetration hits the masses, the messaging system becomes easier to adopt and, at some point, text may be ignored in favor of hitting the majority of the audience through Push- especially given the cost. While, at this time, Push Notifications do not support the two-way messaging aspect of text, directing the "Pushee" to respond on a Mobile Optimized site or some other method could be just as effective. I have a feeling that the tipping point is coming- many brands are willing to optimize a mobile site for the iPhone only or create an App only for iOS so it will be an easy choice for them to ignore their non-smartphone audience and commit to messaging them only through Push Notifications.

It makes you wonder if we should target these users at their peak times or if that would be seen as an intrusion? Mobile is a device used by people while on the go so they may not be as open to be marketed to while they are doing other things.  Maybe at Mobile, we need to look at the off-peak times knowing they may be more likely to engage with messaging when they ae not on the go doing other tasks with their phone?

Should Rovio start doing Upfronts for Angry Birds on Android?

Inside Mobile Apps has this great article on how Rovio is now generating about the same revenue on Android as they are on iOS with the Angry Birds game.   The author lists the following insights to this telling fact:

1. We’re comparing a platform with primarily one-off revenue to a platform with continuous revenue. On iOS, Angry Birds monetizes mostly through paid downloads. Now that the app has seen about 100 million installs across all platforms, Rovio is not getting the same initial bump in paid download revenue from Apple’s app store. On Android, the company doesn’t offer paid Angry Birds apps, but sees recurring revenue from advertising.

2. Android’s pool of apps is smaller and less competitive with only 150,000 apps to Apple’s 350,000. In fact, Angry Birds advertising inventory is so large that it equals AdMob’s inventory from 2 1/2 years ago. It’s so enormous that other AdMob-dependent developers have told us that it’s hard for them to fill their inventory because Rovio’s titles absorb so much.

3. The sheer number of users is starting to work in Android’s favor. Android recently overtook Blackberry-maker RIM as the leading smartphone platform in the U.S. in January, according to Comscore.

While there aren't many developers/brands who have realized the success that Rovi has with Angry Birds, there is a lot to learn from watching their platform/monetization strategy.   In particular, their strategy with Android in utilizing the Freemium model to generate revenue at a level comparable to the iOS platform is impressive.    In relation to Inside Mobile Apps points above, it is also worth noting the following:

1.  Rovio has accomplished their success on Android through Advertising.  It will be interesting to see where they go with virtual goods on the platform and what the revenue pie chart will look like a year from now.

2.  The Angry Birds game is already attracting large brands as advertisers (Bing, Best Buy etc.).   There is room for some major creativity to go into campaigns and having a network that large should provide a good sandbox to play and experiment in with new ad units and ideas.

3.  This may be comparing apples to oranges but it can't be out of the question  (especially given where mindshare is these days) to think the Android user base could soon be viewed as a rival to a major TV network.  If that is the case, Angry Birds would be a top-rated Primetime show.  10 years ago, advertisers would have considered a spot on the tv show Friends as the perfect way to launch a major campaign.   This year, the way to go may be a interstitial video when Rovio launches the next level in Angry Birds Seasons.

 

Google Mobile Stats Graphic

via lh6.googleusercontent.com

I am sure these stats are changing daily but a great graphic to present to folks to make them understand how mobile is making a great impact on consumer behavior.

A Quick, Easy Strategy For Entering The QR Code Space

Scan This To Follow Me on Twitter

QR Codes, or 2D Barcodes, are now starting to see some penetration in the U.S.  While still not widespread, the usage pattern for these codes will continue to trend up, following the same curve as smartphone adoption.   Now is the time to looks at two easy ways to integrate a QR code strategy.

1.  Build a code strategy into an existing campaign.   Implementing a QR code means nothing in the Marketing world if you are not promoting the code itself, so it is vital to integrate the code into an existing campaign or build a campaign around it.   Also, remember that the code should not be an a "tag" in your existing creative.  Don't throw it in like you would a website address or Twitter profile.   You need to briefly explain the purpose of the code (educate) and explain why the user should scan it (offer).  Give fans/users a reason to click.

2. Use QR Codes to quickly promote and move the audience to a mobile device.   Does your company have an app?  Use the code on your web site or other creative to inform your audience that you have an app and give them an easy way to acquire it.   Are you local or are directions/location an important part of your message?  Use the code to link to a map or where your event or business is located.

For more on 2D Barcode Best Practices:  2D Barcode Best Practices @ 2dbarcodestrategy.com

Mobile Apps for Mobile Maps

I'll be honest.  When thinking of navigation and location and how they tie into mobile, I have always thought more about a user in a car driving around looking for directions or maybe a traveler in a city they are not familiar with.   With the exception of finding public transportation, I had never given much thought about how important maps/GPS are to people walking.   Just read this story about a survey Nokia's navigation division did where two thirds of those surveyed want both driving and walking directions.   The survey also identified 4 things that users want from walking navigation.  Those listed in the article were: 

1. Public Transportation information with real-time data.                                                 
2. “Logical Guidance” or shortcuts and specific routes.
3. Guidance such as landmarks.
4. Micro Maps of destinations such as airports and shopping malls

There are plenty of apps that cover public transportation and #3 sounds a bit like a specific Layar but, more than anything, it shows that there is much more that ties into Location than just a map and directions.  In fact, at some point, I have to think the App store craze will eventually morph into the Map Store movement.   Just think "Apps for your Maps".  Given that Mobile devices are just that- Mobile, shouldn't everything we do revolve around our location?   The map could be an even more central piece of your mobile phone where map stores could start popping up that offer free/sell small map extensions or add-ons that do the above and so much more.  Every landmark, shopping zone, park etc. could have it's own add-on.  Basically it would be the app store but tied back to the map where the location is what ties everything together.    OK, it may be an idea that never happens but it illustrates that there is still so much innovation yet to come with mobile and with that so many new and exciting ways to market to people through their mobile device.

Posted via email from Dimo Mobile

Location and Mobile in 2010

Location Based Social Networks/Games should have a much larger profile in 2010.  As Mashable points out in this new post, Location, Location, Location: 5 Big Predictions for 2010 , we could see explosive growth if Facebook, Google or Twitter dive deeper into integrating location into their services.  A Facebook integration alone would push location into the mainstream (along with the privacy issues that come with it).    Given the rise of Twitter over the past year, you have to believe the location feature of Smartphones will be more important to the average user in the coming year.   After all, do you see the average  Joe user using a portable blogging tool or utilizing their phones GPS to find the nearest restaurant or store while they are out?  I am always blown away that we don't hear more talk about Google Maps and Marketing Opportunity that exists there.  If you have never searched Google Maps with your phones GPS on while you were out to find a certain business, you should try that right now.  You will quickly understand how this will quickly become the Yellow Pages on steroids in the coming decade. 
 
   

The talk and hype over the past several years about Mobile has been how it is the most personal device, it's always on, it's always in your pocket etc. etc.   Well, location is another piece of the puzzle that plays perfect into all of those in that the message has more relevancy due to the proximity of the recipient.   The industry has been so excited about SMS and the conversion rates there.   Can you imagine how the conversion improves if, say you are a restaurant near a busy shopping area, and every Saturday and Sunday around Noon, you blast an MMS with a picture of your most popular dish to every user on your list within 3 miles of your establishment?  When considering location, you could actually build an entire campaign around location by including ideas like the above and by utilizing upcoming location based ad platforms like AdLocal  or Placecast.

       

Add to your campaign a component involving Gowalla and/or Foursquare or Mobile coupons from Yowsa! or up and coming Coupious and you will start to see how big Location can be in 2010.

Posted via email from Dimo Mobile

App Store Breakdown

Great analysis of the various apps stores from one of the Morgan Stanley Mobile Internet Documents:

Posted via email from Dimo Mobile

10 Mobile Trends in 2010 that will Influence Mobile Marketing

1. Augmented Reality                                                                                                            
It is evident that Augmented Reality is still in the "buzz" state but the potential for it to be the Marketing world's next big thing is there.  The important factor will be how quickly it spreads into the mainstream.  We should know by the end of 2010 if AR will emerge as the next "App Store".  Check out this article, Mobile Augmented Reality Builds Deep Consumer Engagement  for the many creative ways AR is already being used in Mobile.  Download the Layar App onto your iPhone or Android device to get a first hand look at this technology

2. MMS
The smarter step-brother of SMS never gets it's due.  As smartphones move more to being mainstream in 2010, this technology will become more commonplace.  Why is this on the list?  SMS has become very effective and has the highest reach of any mobile marketing tool- why shouldn't a version with more features flourish?  How many of you are managing an MMS-only list and pushing creative to your opt-ins?  Could also emerge as the easiest way to distribute Mobile Coupons but still costly. 

3. Android
iPhone?  What matters in the end is the footprint.  Marketers want to go where the audience is, but in the case of Apple, the iPhone's stickiness (and hype) is making everyone forget that the technology eventually ends up being copied by everyone in the space. Android is poised to have a large base 18-24 months from now with probably every bit of technology that the iPhone currently has.  

4. iPhone
This could be a defining year.  Will Apple keep it's exclusivity deal with AT&T and become a Cadillac of mobile phones or will they decide to go wide and disrupt the entire industry as much as they already have?  

5. Google
Google has been touting mobile for the past couple of years and it seems, based on recent moves, that their strategy is starting to gel.  Android, Admob, Goggles, Local Business Center, Google Favorite Places and the rumored hardware- all moves that will thrust Google into being the next decade's equivalent of a Tier One carrier.

6. New platforms/Fragmentation
If you think it is confusing now, wait until the end of 2010.  With a new App store being announced once every six weeks and the battle between Smartphone Operating Systems, it will be an ongoing market study to determine what platform/App store and operating system to align with for each project.

7. QR Codes/Image Recognition
Google just put a big flag in this space.  The growth here will always be restricted by the number of devices that come with or are capable of getting the Code Reader or enough awareness that will drive usage of the camera/shortcode solution.  Google's campaign that has dumped 100K barcode decals out to businesses everywhere should definitely drive some awareness.

8. Location Based Social Networks
I really think this space is about to move to the next level.   Mobile Social Networks such as Brightkite and Loopt have been around but the location aspect of those services has not been enough for the masses to ditch Facebook or adopt as an additional network.  Foursquare and Gowalla have joined in on another level.  By adding a gaming/competitive element, the network becomes not just another Social Network to connect with people you know but a place that offers a fun competition that awards you for something we all do- going from place to place.  Anyone can play and be good at it.   There are so many features that can be added into this model for both fun and marketing purposes.

9. Local
When a local business can begin to utilize a new form of marketing then it is a good thing.  Having that ad in the Yellow Pages with one graphic that made it stand out from the other local shops was worth an extra $300/year in the pre-internet days.  With GPS becoming standard on Smartphones, Google Maps is the new Yellow Pages (actually it would have been the equivalent of carrying your phone book with you)  All SMBs should spend the time to do some research and learn to utilize the Google Business Center and other similar tools to make discovering their business easy through Mobile.

10. Facial Recognition
Well, this most likely will not make a dent this year but with Microsoft's Project Nadal on the horizon and the Nokia video pictured in my last post, you can see it is a very cool technology that might eventually rise to prominence if Google decides to incorporate it into Goggles.

The following should also be on the list but have been well covered in the blogosphere recently:
Mobile Coupons, Mobile Commerce and Mobile Advertising & Search should also be a part of this list but I felt that all three have been well covered in the press recently.

                

Posted via email from Dimo Mobile

The Future of Social + Mobile

I stumbled across this post called "Facial Recognition Is The Future of Mobile Search"  on the Future Digital Life Blog.   The post spoke about the Nokia Video below.  I am not sure how long this video has been around but the idea that data from your Social Networks will someday be incorporated into our devices in a much deeper way than they are now is facsinating.  It is also crazy to think how the Marketing aspects of Mobile and Social or going to continue to grow as the technology changes.  In addition to Facial Recognition, searching the history of our location and our friends locations is probably closer than most of us can imagine.

Posted via email from Dimo Mobile

Gartner Releases Report: "Competitive Landscape: Mobile Devices, Worldwide, 3Q09."

Gartner has released a report on global mobile phone shipments for the 3Q.  Below are the breakdowns supplied in their press release.   One other tidbit was buried at the end of the release: The Android OS now has a 3.5% share of Smartphone Operating Systems.

Worldwide Mobile Terminal Sales to End Users in 3Q09 (Thousands of Units)

Company	3Q09 Sales	3Q09 Market Share (%)	3Q08 Sales	3Q08 Market Share (%)
Nokia	113,466.2	36.7	117,978.9	38.2
Samsung	60,627.7	19.6	52,891.6	17.1
LG	31,901.4	10.3	24,069.9	7.8
Motorola	13,912.8	4.5	24,633.6	8.0
Sony Ericsson	13,409.5	4.3	24,847.7	8.1
Others	75,551.7	24.6	64,111.4	20.7
TOTAL	308,869.3	100.0	308,533.1	100.0

Note: This table includes iDEN shipments, but excludes ODM to OEM shipments.
Source: Gartner (November 2009)

Worldwide Smartphone Sales to End Users in 3Q09 (Thousands of Units)

Company	3Q09  Sales	3Q09 Market  Share (%)	3Q08  Sales	3Q08 Market  Share (%)
Nokia	16,156.4	39.3	15,472.3	42.3
Research in Motion	8,522.7	20.8	5,800.4	15.9
Apple	7,040.4	17.1	4720.3	12.9
HTC	2,659.5	6.5	1,656.3	4.5
Samsung	1,320.6	3.2	1,114.8	3.0
Others	5,368.0	13.1	7,793.3	21.3
Total	41,067.6	100.0	36,557.4	100.0

Note: For HTC, Gartner counts only the company's own-branded devices, including the G1.Note: Totals may not add to 100.0 percent due to rounding.
Source: Gartner (November 2009)

Posted via email from Dimo Mobile