Slides from Mobile Monday Edinburgh's joint event with the Edinburgh Entrepreneurship Club on Monday 20th January 2014.
Joint effort between:
Geoff Ballinger, @geoffballinger
Ronnie Forbes, QikServe, @QikServe
Nadine Pierce, @chefrUK
7. Why is the App there?
“However, for this commercial, we also have a
very compelling offer – a free trip, awarded
each day, to someone who downloads the app”
Vic Walia, senior director of brand marketing at Expedia
“Most Shazam-enabled ads have an on-air
prompt or call-to-action to let people know they
can use Shazam to interact with the ad for more
information or special offers”
(http://news.shazam.com/images/shazam-on-air-prompt-215595)
23. Benefits
Chefs
• They can ‘self publish’
• Marketing to new &
existing customers
• Increases Social Media
profiles
Consumers
• Purchase individual recipes
• Recreate an
experience/special occasion
at home
• Show off a little to friends
24. • Food Blogger
• Mystery Diner
• Forager
• Home Cook
• Recipe Collector
• Food Writer for others
• Digital Marketeer
Eating Edinburgh
The foodie adventures of a
gluttonista
Absolutely 100% true – but also a real problem.Assumption is that if we have invested in some other digital channel then we can trivially have a matching mobile app or service.Also some assume that the same use cases are both relevant and practical
A classic example of simply rolling up a (bad) website into an app.Remember – points make pints!
Typical image of someone using their smartphoneContext of use: *mobile*, couch, desk – not about the device per see.g. coffee chain app – on mobile all about finding branch near me now and loyalty/coupons – at home more about aspiration/marketing or find a branch elsewheree.g. putting CC details into bus app while standing on the pavementLook at you phone – what does it mean to you?Personal and contextual bridge into the digital world in hand 24/7More sensitive to interruption and privacy etc than desktop
Mobile costs real money and can be complicated so can lead to bill shock when it goes wronge.g. crazy frog,e.g. roaming chargesIt is all about confidence – it is a very personal device!
Discovery – especially apps due to involved install processWhy is the app on the device?Why does the user start the app if it is there?
Fragmentation ofPhysical size vs resolution = densityCompute powerSensors and other capabilitiesOS and versionBugs!But these are technical issues …