By Mada Seghete – Branch Mobile has become the ultimate battleground for brands around the world. This war is being waged between the large platforms, each building their own walled kingdom, with constantly changing standards, making it harder and harder for users to leave. This complex and changing ecosystem is creating challenges for enterprises and startups alike, where having a great native app for mobile is no longer enough. Trying to ensure a consistent and optimal mobile experience means building the various components for these different platforms - from iOS to Android, to iMessages apps, chatbot apps, WeChat apps, AMP pages and the list keeps growing. This talk aims to provide an overview of the most critical components a brand needs to maintain their presence in the highly fragmented mobile ecosystem and will feature tips and best practices to help brands navigate the increasingly

1. The mobile platform war:
How to be cohesive and coherent on
mobile
Mada Seghete
Founder, branch.io

2. 1982 Newborn
2005 Engineer + Product
2012 Mobile App Designer +
Marketer
2014 Branch Founder
YOUR MODERATOR
@mada299

3. Branch is the linking infrastructure for
the world’s best apps.

4. Let me tell you a story
@mada299

5. After four months of development
10
@mada299

6. Play Store and TechCrunch Feature
5,300
@mada299

7. The trough of despair
400
@mada299

8. Raised money & Facebook app installs
11,000
@mada299

9. Paid install was ROI negative
700
@mada299

10. We tried everything we could
200
@mada299

11. And couldn’t figure it out
200
@mada299

12. frag·men·ta·tion
/ˌfraɡmənˈtāSH(ə)n/
noun
1. the process or state of breaking or
being broken into small or separate
parts.

13. https://branch.app.link/wpLliGhckC
The web unified desktop fragmentation

14. APP
SafariViewController
WEB BROWSERS
HARDWARE +
DEVICE
OS PLATFORMMEDIUM

15. HARDWARE +
DEVICE
OS
APP
PLATFORM
SafariViewController
WEB BROWSERS
MEDIUM

16. APP
SafariViewController
WEB BROWSERS
HARDWARE +
DEVICE
OS PLATFORMMEDIUM

17. There are thousands of possibilities...

18. Platforms are like empires:
inherently selfish and fighting
for a user’s time.

22. You are just a tool in their
quest for domination.

24. The Walled Garden of Google Search Results
Yourapp’sresult

25. G
oogle’s
C
ontent
ActualO
rganic
R
esults
M
aybe
O
rganic?
A
M
P
(also
G
oogle’s
C
ontent)
G
oogle’s
C
ontent
The Walled Garden of Google Search Results

27. 1

28. 1 2

29. 1 2 3

30. 1 2 3 4

31. 1 2 3 54

33. 1 2
App??

36. YOU

37. How will you build your
mobile kingdom?

38. 1. Build your own fortress

39. ’s fortress = the mobile app

40. 2. Fight for your users + build moats

41. ’s other entities = ways to
bring users into their fortress

43. 1 2 3 4
Use tricks to get your users out of walled kingdoms

45. 1 2 3
Get them out of Facebook

46. 1 2 3
Even get them out of Google AMP!

47. DEEP LINKED SOCIAL
“To keep app users engaged, we rely on
mostly targeted social pushes with deep
links. This ensures that when they tap or
click on any link, we get them to where
they need to go, regardless of the device
they are on.”
- Sen Sugamo, Head of Marketing

48. CLICKS FROM TWITTER
APP CENTRIC SOCIAL CONTENT FLOW

49. CLICKS FROM TWITTER
APP CENTRIC SOCIAL CONTENT FLOW

50. CLICKS FROM TWITTER DEEP LINKED CONTENT
APP CENTRIC SOCIAL CONTENT FLOW

51. CLICKS FROM TWITTER DEEP LINKED CONTENT
APP CENTRIC SOCIAL CONTENT FLOW

52. DEEP LINKED SOCIAL
Attributable results
● 48% app installs from social
● avg. 40% month-over-month
revenue growth with AOV in
excess of $300

53. DEEP LINKED SOCIAL

54. 3. Find Allies

55. SpotHero + Waze

57. Just Keep Building
start today at branch.io
@mada299 @branchmetrics