iOS 10 Release Key Takeaways: Improved Discoverability, Privacy Controls and Engagement Opportunities

iOS 10 Release Workshop
New Apple mobile operating system release
and related announcements
8th September 2016

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Somo accelerates mobile transformation
through rapid innovation to create
products and experiences your
customers and employees will love.

Transforming
Live
Transforming
Engagement
Transforming
Content

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Everything is mobileBuilding Relevance in a Digital World

“It may be a hundred years before a computer beats humans
at Go - maybe even longer”
New York Times 1997
“Master of Go Board Game is walloped
by Google Computer Program”
New York Times 2016
1997 20972016

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Mobile is a behaviour not a channel

iOS 10 release key takeaways
Improved App Store
discoverability
Greater user control over
privacy and data tracking
Richer and deeper
engagement
Greater emphasis on
emerging User Interfaces
New monetisation
opportunities
Mobile is the remote
control to our lives
Paid search advertising and other
new store features
More transparent data access for
apps and stricter controls on ads
Enhanced app notifications to
improve engagement
Rapid technology change is driving
the adoption of new UIs
Extended subscription features and
more attractive revenue splits
Integration of Home, Car and
Self domains

What the new iOS release means

Growth
•  User acquisition
•  Onboarding
•  Retention
•  Monetisation
Product
•  User Journey
•  Features
•  Services
•  Integration
Opportunities in two key areas

32%
40%
40%
62%
13%
10%
9%
1%
56%
50%
51%
37%
iOS Others Android
iOS still key to reach most valuable consumers
UK smartphone users
UK female
UK millennials 18-34
UK mCommerce orders
comScore, Mobilens data, 3 month average , June 2016
AndroidiOS

Average adoption
rate of a new iOS
release in first 5 days
Average adoption
rate in first month
iOS 9 adoption rate on
August 2016
Average adoption
rate of a new Android
releases in first 3
months.
Within the same time
period iOS 9 reached
well over 70%
35% 50% 88% 12%
Sources: SOMO analysis on Apple and Fiksu data
New iOS release adoption is incredibly fast

1 out of 3 iOS users
have used 3D touch
iOS users who ever
tried Apple Pay at
least once in the last
year
Smartphone users who
have used Siri in the
last year
1/3 24% 36%
Phonearena.com, “How often do you use 3D Touch
on your iPhone 6s or 6s Plus?”, Nov 2015
Pymnts, Apple pay adoption survey, June 2016
MindMeld, Intelligent Voice Assistants Q1
2016 User Adoption Survey Result
What we learned with iOS 9
How iOS 9 changed consumer behaviours

Improved App Store discoverability

Apps downloaded
since 2008
Apps currently in the
App Store
Of users discover new
apps through app
store search
2m 65%140bn
statista.com, June , 2016 statista.com, June , 2016 pulseheadlines.com, September, 2016 WWDC, June, 2016
Discoverability remains unsolved issue
Apps in the App Store
are Zombie apps
90%

Incentive
Affiliate
Brand Ambassador
Digital properties
Catalog
Websites
Blog
Mobile
email
Embassies
Facebook
Twitter
Instagram
LinkedIn
Pinterest
Google+
Outposts
Relevant message boards
Blogosphere
Advertising
Banners
Display
Paid
Endorsements
App store
Clear Message/Relevance
App store images
App Logo
Reviews
Keywords
Number of Downloads
Uninstall Rate
Partnerships
Charities
Co-Branding
Celebrities
Influencer Engagement
Response
Advocacy
Loyalty
Paid media
Owned
Properties
Earned
Media
Social
Platforms
The App Store is the centre of the universe
App Store

‘Window Shopping’ and App Store search
Key developments to your App Store Page will change the way your app is discovered
50 character limit App indexing will
prevail
Clean up of iOS 4 apps
& more

New Search Ads

Next steps to discoverability
Don’t wait for Apple, be one step ahead

Greater user control over privacy
and data tracking

Stricter controls on Ad tracking
11-14%
devices
affected

About this Ad

Laptop
Smartphone
Searching
for info
Shopping
online
Browsing
the Internet
65%
iPad
Started on
smartphone
Planning a
trip
Watching
online video
Managing
finances
Social
networking
60%
4%
63%
58%
5%
65%
61%
4%
47%
45%
3%
59%
56%
3%
66%
58%
8%
56%
48%
8%
Industry was in the process of moving away from
IDFA trackers to tackle cross-device challenge

•  Make personal data
access more transparent
•  Prevent third-party SDKs
within the App from
requesting access to data
Purpose strings now become mandatory
Not providing a purpose string will now crash the app

Mobile time is increasing and apps dominate time spend
90%
10%
App Browser
Gaming
15%
Social / Messaging
12%
YouTube
3%
Entertainment
17%
Utilities
8%
Productivity
4%
News
2%
Others
10%
Safari 6%
Google Chrome
4%
Source: comScore, Flurry Analytics, NetMarketShare, 2015
35%
Gaming &
entertainment
31%
Social media &
messaging
Facebook
19%
3hrs
40mins

App users are loyalists, web use is broader but infrequent
Engagement
Reach
App Audience = Loyalists
Web Audience = Infrequents

While there is distinct variation across categories, user retention and frequency are often low
But generating meaningful engagement is a challenge
Frequency of
use / week
Retention
over 30 days
21% 28%14%7%
Music News
Productivity Finance
Card games5
4
3
2
1
Word games
Weather
Business
Health
& fitness
6
35%
Magazines
Action
games
Utilities
Travel &
navigation
Entertainment
Messaging
& Social
Medical
Lifestyle
Source: Flurry Analytics, August 2016
95%
Of apps are
deleted within 3
months of
download

Actioning notifications presents an interruptive, time consuming and (sometimes) irritating experience
Notifications are useful…to a point
2. Opens app1. User receives notification 3. Replies 4. Closes app, locks screen

•  Better native app experience
•  Rethink your product with 3D touch
•  User engagement
•  Retention
Redesigned app interaction through notification
centre notifications and widgets

Rich media push notifications
No more repetitive
notifications – they can be
updated and superceded
in iOS10

New interactive lock screen functionality
1. New lock screen control layout 2. Complex interactions with rich notifications through lock screen

Active Engagement
Prompted interaction leads to greater and more frequent active user engagement with service
Rich notifications bridge the engagement gap
App / Web
Usage
Push
Notifications
Passive Engagement Barrier to action

Active Engagement
User
Interaction
Prompted interaction leads to greater and more frequent active user engagement with service
Rich notifications bridge the engagement gap
App / Web
Usage
Rich
Notifications
Push
Notifications
Passive Engagement

Increased frequency can come at a cost to depth of engagement
Frequency and convenience vs depth of engagement
App / Web usage
Notification
usage
Time
Surface
Engagement
Deep
Engagement

Increased frequency can come at a cost to depth of engagement
Frequency and convenience vs depth of engagement
App / Web usage
Rich
notification
usage
Notification
usage
Time
Surface
Engagement
Deep
Engagement

User first utility
Create app
functionality that
focusses on utility and
user first. Emphasise
service rather than
brand
Convenience
Develop strategies
around using rich
notifications to
increase interaction
convenience,
frequency and speed
Depth
Create engagement
mechanics drive users
to deeper app usage
through notifications
What does this mean for app providers?
New notification strategies are required to enhance convenience but drive engagement

New monetisation opportunities

Economic activity
transacted directly
through the App Store
in 2015
Average App Store
revenue year on year
growth rate in last year
Estimated value of the
other ecosystems “on
top” of iOS which
transact outside the
Apple systems, including
Facebook, Google,
Uber, Amazon Mobile
services
$20 bn/yr +50% $250 bn/yr
Source: Apple. Asymco.com
Apple is the enabler to the majority of mobile revenues

Number of free and paid mobile app store downloads
Source: Statista
Freemium is still the main app business model adopted
0
50
100
150
200
250
300
2011 2012 2013 2014 2015 2016 2017
Paid-for downloads
Free downloads
forecast
93%
7%

Subscription model
Subscription model
now available to all
app categories
Auto-renewable fees
Auto-renewable
subscriptions to retain
active subscribers
Flexible pricing
Unlimited number of
price cohorts
More attractive
revenue split
Adjusted 85/15
revenue share with
publishers
New monetisation features

Greater emphasis on emerging User Interfaces

New Gestures New Interfaces New Behaviours
Google Oct 2014
Velocity of new technology change
55%
Percentage of US
teens who
used voice search
more than once a day
Voice, fingerprint
scanners, facial
recognition,
non-touch gestures
Swipe, tap, pinch, tilt,
shake, zoom!
Ensuring products are relevant to consumers – as the speed of change is accelerating

Siri voice control can be integrated in any app
Voice control seamlessly integrated in the user journey
Siri can interact with apps Apps can include Siri in the user journey

Source: BI Intelligence 2015
Messaging is the new social

Messages is the most frequently used iOS app
Visual and multimedia messaging
Messages: new interactions, own App Store
Richer interaction App Store within iMessage

Maps SDK allows companies to integrate their services in the platform
Maps set to become the lens to access info in mobility
Redesign of overall application, inc.
traffic
Contextual route search SDK opened up for developers

At the Restaurant
Travel
Booking
Research
Pay
Mobile shifts mindset and sets new expectations
Provide users what they want in the context and
moment of need
Native
App
Messages Siri Maps
We search and pick
the restaurant within
the chat based on
group preferences
I book the table
through the Siri App.
Siri updates iCal
and suggests
time to leave
I get the travel
instructions in Maps
while on the way
App provides list
of restaurants
App manages
the booking
App provides
address and
booking time
I pay and
Leave the restaurant
Restaurant
booking
process

Re-think your user
journey across different
external contexts and
touch points
Take advantage of Siri
voice control in your
native app UX
Create new services in
the context and
moment of need
Key Takeaways
Greater emphasis on alternative User Interfaces

Mobile is the remote control of our lives

Impact of Internet of Things is felt everywhere
Home
Lighting, Security,
Energy monitoring,
Smoke/fire alarm,
Entertainment,
Refrigerator,
Appliances, Waste
management
Car
Telematics, Smart
parking, Customer
service and supply
chain, Traffic routing,
Entertainment
Self
Health and food
monitoring, Sleep
monitoring, Remote
diagnostics, Activity
tracking
Worksplace
Engagement,
Communication,
Collaboration,
Performance metrics,
Security
Retail
Footfall and tracking,
Layout optimization,
Shopping
personalization,
Product data, Stock
control, Loyalty and
retention

New Home App
Larger number of compatible devices iPad becomes a control hubAccessories, Scenes, Rooms

tvOS 10 even more integrated with the iOS space
Redesigned Remote App
Siri responds to
more natural queries
Revamped Photos and Music Apps

More control over apps
CarPlay to launch a variety of small improvements
Re-designed Maps and Music
Better Siri and Siri app intergration

Car
Self
Mobile is central to the connected world
Home Commute Commute HomeWorkUser Journey
Appliances
Light and Air
Infotainment
Fire and Water
Light and Air
Home
Diagnostics and
Maintenance
Mobility Ecosystems
Smart Lock
Fitness
Health and Food
Sleep
Insurance

Apple is building the
front end integration
layer for consumer
connected life
User experience
standardisation is
through mobile and
interfaces like Siri
Explore how to
increase your brand’s
presence and touch
points across different
domains
Key Takeaways
Mobile is the remote control of our lives

•  Engagement
•  Integration
•  Domains: home car,
news, messaging, etc.
•  Revenues
•  Retention
•  User data
•  On-boarding
•  Touch points
•  Discoverability
•  User acquisition and
conversion rates
•  Top of mind
LoyaltyEngagementPurchase
iOS 10 impact throughout the User Journey
Discovery
Improved
App Store
discoverability
Greater
emphasis on
alternative
User
Interfaces
Richer and
deeper
engagement
New
monetization
opportunities
Mobile to
become
remote
control of our
lives
Greater user
control over
privacy and
data tracking
Monetization
Data Tracking
iOS10

•  More powerful than ever with A10 Fusion
Chip. 2x faster & more battery life: Apps
will have greater capabilities than
previously possible.
•  Big changes to audio. Analog
headphone jack is gone – now connect
over lightning. Wireless earbuds
introduced called AirPods. Stereo sound
with speakers at top and bottom.
•  Advanced home button is durable,
responsive, pressure sensitive. Works with
new Taptic Engine & it’s customisable!
•  Water and dust resistant
•  Camera facelift. Major updates to both
phones, iPhone 7 Plus has two 12-
megapixel cameras for telephoto zoom.
iPhone 7 & iPhone 7 Plus
Shipping September 16

No news for Health App Series 2 pre-order Sept 9
•  Siri, apps and fitness tracking need
a serious tune up
•  Some of that's coming with Watch
OS 3 on September 13th
•  But more sensors and even greater
waterproof guarantees are
needed
•  Apple is now the #2 watch brand
in the world
•  Built-in GPS for greater functionality
•  Swim-proof - water resistant up to
50 metres
•  Nike+ partnership special edition
available at same price
•  Original watch now called Series 1
available for $269 – likely to
increase overall watch adoption
Apple Watch Series 2

Released August 22nd 2016 – Rolling out to all devices over the coming months.
Android N

Samsung, HTC, LG, Xiaomi, Huawei, ZTE, Asus, and Alcatel
are all on board to make Daydream-compatible phones
Google Daydream Android-powered VR platform

Amazon to host a UK press event on Wednesday 14th of September
Echo to be launched soon in the UK

Uber and Apple’s Project Titan
Cars of the future

Could the rumours be true? Are they working on a VR/AR headset?
Snapchat Smart Glasses

Come try the HTC Vive (VR) and Microsoft Hololens (AR) in our Lab
Mixed Reality

5.  Does it look very different from iOS
9?
6.  iOS 10 is more open for developers
to use iOS features such as maps,
Siri etc, so does that mean apps
are less secure?
7.  Do iOS 10 apps have to be written
in Swift?
1.  When can I get it?
2.  What devices that run iOS 9 will not
run iOS 10?
3.  Will I need lots of free space on my
device to update to iOS 10?
4.  How much does it cost?
Technical F.A.Q.

iOS 10 Release Key Takeaways: Improved Discoverability, Privacy Controls and Engagement Opportunities

iOS 10 Release Key Takeaways: Improved Discoverability, Privacy Controls and Engagement Opportunities

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iOS 10 Release Key Takeaways: Improved Discoverability, Privacy Controls and Engagement Opportunities