mobile marketing meltdown
DESCRIPTION
Mobile March 2012TRANSCRIPT
Business | Employment | Internet | Privacy | Information Security Business | Employment | Internet | Privacy | Information Security
Mobile Marketing Meltdown Privacy Monetization Design Best Practices
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Here’s What It’s About • Privacy -- Privacy by Design: Advocates embedding
privacy considerations at the requirements phase of development projects
• Monetization -- Including In-App Purchases -- Its Novelty is Both its Strength and Downfall
A Few Thoughts on Application Design
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Why Should You Care • There have been 3 FTC mobile application related
settlements already announced, others are ongoing
• Several players in the ecosystem have been the target of called for Congressional investigations
• IN SHORT THE LIABILITY EXPOSURE – add class actions, and state investigations – IS REALLY FREAKING HIGH
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Announced FTC Settlements
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KEY FTC INVESTIGATION TAKEAWAYS • Advertising claims need be truthful. That means both
literally and what your advertising claims implicitly
• Important terms of the app need to be stated clearly and upfront
• Tune in to privacy. There are a number of privacy laws, and emerging restrictions on the type of personal data your app can and should collect from users
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THE MAIN TAKEAWAY: There is a lot of scrutiny of mobile apps. Be
proactive and take reasonable steps to make sure your mobile apps comply
with the law
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Let’s Talk Privacy
The amalgamation of so much behavior rich information in a single very personal device opens the possibility of radical innovations in marketing
Location Information (Consistent Broadcast)
Lots of Behavioral Tid-Bits
1:1 User Corollary
Access to a Network of Pre-Qualified Users (Think Stored Contacts)
Personal Financial and Health Information
Common SDK’s Create Emerging Interesting Possibilities
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But There Are Risks
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Several Privacy Guidelines Out There
Future of Privacy Forum Mobile Marke4ng Associa4on
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Its Still About Choice, Consent & Control
Choice – Collec*on, Storage, & Transfer
Consent – Obtain Agreement
Control – U*liza*on
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You Got To Have a Privacy Policy • Even if you do not believe you are collecting
or using data that would trigger privacy concerns
• Provide a link to it in each app store listing, on your own site. If your app has a settings page put a privacy policy link there as well
• Make sure that it can easily be read on a mobile device
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Get The Disclosures Rights
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You Have to Timely Disclose Unanticipated Uses
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Don’t Forget Security
• Ensure reasonable security measures are in place
• Encrypt data in transit (SSL / TLS)
• Encrypt sensitive information stored including for example passwords
• Protect user application data
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Good Housekeeping
• Stay within the boundaries of your disclosures – don’t use or collect data if you haven’t explained the practice to the user
• Don’t access or collect data unless your app requires it
• Delete old data
• Provide users with a way to contact you and respond to their questions and concerns
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Use Reputable Partners
Keep in mind that many, if not most, privacy issues for application developers come from inserting…SDKs – such as those from advertising networks and analytics providers – into your app
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Let’s Talk In-App Purchases
There is a value proposition disconnect that is in part because of the novelty of the platform
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Food for Thought
http://bit.ly/sLWOp6
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Another Class Action Suit
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The Quid Pro Quo
• It’s got to make sense
• Its not all about the “Benjamins”
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Get The Disclosures Rights
• Disclose the Existence of In-App Purchase Functionality
Although this application is free to download and play certain features functionality, may require an in-app purchase.
• Avoid confusion: Price points like $.99, $9.99 and $99.99
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Consider Documenting Your Pricing Strategy • Calibrate using established revenue models: Think
console gaming and associated marketplaces (i.e. the Wii)
• Incorporate average user revenue data overtime and tweak pricing to maintain reasonableness
No this is not a mechanism that limits an apps revenue potential. Rather we have fixed the per user revenue variable, the obvious then to increase revenue is to acquire more users. This then drives better quality into the marketplace and culls
inferior apps over time
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Consider Limits
• Daily Spending Caps
• Time Based Purchase Limits
• In-App Purchase Confirmation Alerts
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Let’s Talk In-App Monetization Apple thinks incentivization is a dirty word
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Food for Thought
http://on.mash.to/zloUCV
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How It Works
App Promo*on Services Charge On A Per Unit Basis For Installs and Split Revenue with App
Developer who installed SDK
Established Apps Incorporate 3rd Party SDK’s to
Enable Mone*za*on
New Apps Promoted
Some*mes with Intent to Achieve Top 25 App Store
Ranking
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You Cannot Game The System
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Thoughts on App Design
A little conservatism in the face of uncertainty isn’t a bad thing.
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These Work in App Design, Privacy and Monetization
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CONTACT ME
HAYDEN CREQUE p. 320-247-3439 e. [email protected] Twitter@haydencreque Webwww.crequelaw.com