gemma ravensdale - ben apps for business
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Developing smartphone applications for your business and brands
A Purposeful AppGemma Ravensdale - Planning Director
Mubaloo
Bespoke App Solutions for Businesses and Brands
40 Staff, 50 Apps and counting
London, Bristol, Berlin, Helsinki, New York
Application Strategy
“We’d like to dip our toe in the water… where shall we begin?”
Review and definition of the mobile strategy:
Who's it for
It’s role within the business
How to measure success
“What are the potential revenue streams?”
“How big is the potential audience?”
“How does this sit alongside my other services / marketing activity?”
Application Scope
“I guess it’s not so simple as condensing our existing website?”
Definition of the scope:
UX – Business & Audience requirements
Prioritisation of functionality and content
“What functionality is possible within the various mobile platforms?”
“What experience can we offer to our customers?”
“How much would it cost to do X?”
A focus on Purpose
“Is Purpose the new Proposition?”
A Purposeful AppBrand Experience
Increase relevance
Listen and interact
Build momentum
Service Extension
Increase reach
Improve accessibility
Build reliance
The Role of an App
The Role of an App
Service extension
Marketing tactic
A channel in itself
Sales tool
Internal tool
Brand experience
Hardware extension
Info on the move
A taster
Drive acquisition
Build PR
Engagement-led
Entertainment / Events
Supports less formal comms
Up to date
Intuitive
Capture data on the move
Supporting internal comms
Building efficiencies
Top 5 Tips for a Purposeful App
Top 5 tips for a Purposeful App
A purposeful app...
1. Does not translate your offering – Instead it should evolve it
2. Keeps it simple
3. Recognises it’s role within the broader business offering
4. Offers a two way value transaction
5. Learns from user behaviour and responds
VALUE
Val
ue
Complexity
Y
N
Meeting Commercial Targets
Meeting Commercial Targets
Monetisation
In-app purchases
Partner promotion
Promotion of premium apps
Subscription services
Momentum
Educate internal teams
Make the most of existing assets
Seed among prime advocates ahead of “stretch” audience
Many thanks for your time
Embassy House
Queen’s Avenue
Bristol
BS8 1SB
85 Strand
London
WC2R 0DW
280 Madison Ave # 912
New York NY 10016
USA
Gemma Ravensdale
0117 973 3983
Keilasatama 3
Espoo, 02150
Finland
Potsdamer Platz 10
Berlin 10785
Germany