Mobile Applications

Mobile applications continue to seduce mobile marketers. Ever since Apple opened its App Store in the summer of 2008, consumers and marketers have engaged in a new form of communication and value exchange via applications. The first wave of adoption is passing, and now marketers need to know how to leverage the next wave as an increasing number of consumers new to smartphones start to download apps.

This study examines the current dynamics of the mobile application market: drivers, inhibitors and competing platforms, including iPhone, Android, BlackBerry, Palm, Microsoft and others. The report also profiles the consumers who download apps, and the types of applications that get the most traction and outlines for marketers the needed steps for a winning application deployment, helping them avoid costly mistakes. Included are case studies of brands that have successfully engaged with their target customers through applications. Guidance is also given about what lies ahead for mobile applications and how marketers should prepare to take advantage as the market evolves.

Table of Contents

  • Executive Brief: Top-Line Forecast
  • Executive Brief: Drivers
  • Executive Brief: Inhibitors
  • Executive Brief: Summary and Strategic Recommendations
  • 1. Executive Summary
    • 1.1. Consumer Engagement through Apps Galvanizes Marketers
      • 1.1.1. Drivers
      • 1.1.2. Inhibitors
      • 1.1.3. Consumer Profile
    • 1.2. Strategic Recommendations
    • 1.3. Forecast for App Downloads from Stores
  • 2. Mobile Applications: A Winning Deployment Approach
    • 2.1. Overview
      • 2.1.1. Mobile application advantages:
      • 2.1.2. Mobile application disadvantages:
    • 2.2. Mobile Application Strategy
      • 2.2.1. Set Marketing Goals
      • 2.2.2. Frame Big Idea
      • 2.2.3. Decide Approach
      • 2.2.4. Choose Developer
      • 2.2.5. Create Marketing Plan
      • 2.2.6. Craft Application Roadmap
      • 2.2.7. Measure and Refine
      • 2.2.8. Plot App Life-cycle
    • 2.3. How to Choose the Right Mobile App Developer
      • 2.3.1. Cost
  • 3. One Platform Dominates
    • 3.1. Apple's Commanding Presence
    • 3.2. Android Catching Up
    • 3.3. BlackBerry App World Struggling
    • 3.4. Palm, Microsoft, Ovi, Bada
    • 3.5. Wholesale Applications Community (WAC) and LiMo Foundation
    • 3.6. Apps for iPad, Tablets, or eReaders?
  • 4. Consumer View
    • 4.1. Adoption Level for Installing Apps
    • 4.2. Who Is Installing Apps?
      • 4.2.1. Age
      • 4.2.2. Gender
      • 4.2.3. Income
    • 4.3. Types of Apps
      • 4.3.1. Leading App Types by Age
      • 4.3.2. Leading App Types by Gender
      • 4.3.3. Leading App Types by Income
    • 4.4. Free or Paid
    • 4.5. Apps as Device Purchase Motivator?
    • 4.6. Applications Installed: iPhone vs BlackBerry
    • 4.7. Installed Applications on iPhone or BlackBerry by Category
    • 4.8. Installed Applications by Carrier
    • 4.9. Demographic Recommendations
  • 5. Market Forecasts
    • 5.1. Smartphones
    • 5.2. Application Downloads from App Stores
    • 5.3. Application Revenue from App Stores
  • 6. Case Studies
    • 6.1. Starbucks
    • 6.2. Charmin
    • 6.3. GQ
    • 6.4. Pepsi and Foursquare
    • 6.5. Nationwide
    • 6.6. Glaceau vitaminwater
  • 7. The Future of Apps and the Mobile Web
    • 7.1. Future of Apps
    • 7.2. Future of the Mobile Web
    • 7.3. How Marketers Should Prepare

Tables

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  1. Mobile Application Deployment Steps,
  2. Application Storefronts,
  3. Smartphone Base, US, Forecast: 2010 to 2015
  4. Application Downloads from App Stores, US, Forecast: 2010 to 2015
  5. Application Revenue from App Stores, Paid Apps, US, Forecast: 2010 to 2015

Charts

  1. Application Downloads from App Stores by OS
  2. Installed Applications on Smartphone (in addition to ones that came with the device)
  3. Installed Applications on Smartphone by Age (in addition to ones that came with the device)
  4. Installed Applications on Smartphone by Gender (in addition to ones that came with the device)
  5. Installed Applications on Smartphone by Income (in addition to ones that came with the device)
  6. Types of Applications Downloaded on Smartphone
  7. Types of Applications Downloaded on Smartphone by Age (Top 10)
  8. Types of Applications Downloaded on Smartphone by Gender (Top 10)
  9. Types of Applications Downloaded on Smartphone by Income (Top 10)
  10. Applications Installed on Smartphone: Free or Paid
  11. Motivation for Purchasing Smartphone
  12. Installed Applications on Smartphone by iPhone or BlackBerry
  13. Installed Applications on iPhone or BlackBerry by Category
  14. Installed Applications on Smartphone by Carrier

Figures

  1. Screenshots of Starbucks' mobile apps
  2. Screenshots of SitOrSquat, an app sponsored by Procter & Gamble's Charmin brand
  3. Screenshots of Ralph Lauren-sponsored GQ app
  4. Screenshots of Pepsi's sponsorship of Foursquare's leaderboard app
  5. Screenshots of Nationwide's mobile app
  6. Screenshots of Vitaminwater's Romplr app