mobile apps - why bother? (or why theatres need mobile apps)
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Mobile Apps…Why Bother?
(or Why Theatres Need Mobile Apps)
TCG ConferenceJune 23, 2016
Chris MontgomeryChief Executive Officer
David DombroskyChief Marketing Officer
For those of youabout to tweet:
@instantencore#TCG16
Guiding Questions• How has mobile adoption changed audience
expectations for engagement? [David]
• Why are theatres adding mobile apps to their communications mix? [Chris]
• How have theatre apps evolved in recent years? [David]
• What value are apps adding to the audience experience? [Chris]
Guiding Questions• How are apps providing theatres with direct
communication to their audience? [David]
• How do theatres afford their own apps? [Chris]
• What are the top 5 pitfalls to avoid in your mobile app strategy? [David]
• Where are apps and mobile technology heading? [Chris]
How has mobile adoption changed audience expectations for engagement?
US Adult Mobile Ownership
• 92% of US adults own mobile phones(source: Pew Internet Project)
• 79% of US mobile phone owners have smartphones (source: comScore)
• 45% of US households own a tablet computer (source: Pew Internet Project)
US Adult Mobile Ownership
The expectation that we can access relevant content and services on our mobile devices in our immediate context and moments of need.
Forrester Research
Live performance takes place in a specific venue at a certain time.
Mobile moments for a live performance are defined by their proximity to the performance in space and time.
Why are theatres adding mobile apps to their communications mix?
Source: Capacity Interactive
From the 2015 Arts Industry Digital Benchmark Study
We’re growing increasingly addicted to using apps…
Source: Flurry Analytics
And the percentage of time we spend using the mobile web is decreasing…
Source: Flurry Analytics
It may be more challenging to develop a large audience on apps, but those app users are a very loyal bunch…
Source: comScore
How have theatre apps evolved in recent years?
Then we began focusing on the user’s context…
• The world around them
Then we began focusing on the user’s context…
• The world around them
• Where they are
Then we began focusing on the user’s context…
• The world around them
• Where they are• What they’re doing
Then we began focusing on the user’s context…
• The world around them
• Where they are• What they’re doing• What they want to
do
Then we began focusing on the user’s context…
• The world around them
• Where they are• What they’re doing• What they want to
do• What they want to
do next
CONTENT+ CONTEXTRELEVANCE
What value are apps adding to the audience experience?
Same-Day, Performance-Specific Content
Prompting Social Media Activity
Highlighting Offers and Promotions
Highlighting Offers and Promotions
Highlighting Offers and Promotions
How are apps providing theatres with direct communication to their audience?
How are theatres able to afford their own mobile apps?
Source: Kinvey
Building and deploying an app can be quite costly…
56 percent of mobile leaders surveyed say it takes from 7 months to more than one year to build one app.
How Are Theatres Affording Apps?
• App creation services• Core infrastructure• Customizing elements vs
its entirety
• Arts focused services• Not paying for updates• Shared product
evolution
Theatre Budget Size
Annual Fee*
Monthly Fee
One-Time Setup Fee
Under $1M $999 $99 $399$1M-$11M $2,499 $249 $499
$11M-$30M $4,999 $499 $749Over $30M $9,999 $999 $999
How Are Theatres Affording Apps?
* Either annual or monthly fee.
What are the top 5 pitfalls to avoid in your mobile app strategy?
Top 5 Pitfalls to Avoid
1. No app promotion strategy2. No compelling reason to download3. No compelling reason to use again
(and again and again…)4. No communication plan (aka Fear of
Push)5. No reward for app users (“ROA”)
Where are apps and mobile technology heading?
Contact:Chris Montgomery, Chief Executive Officer
David Dombrosky, Chief Marketing [email protected]
