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Coming Soon to an Ad Near You - Apps
kevinSharp | 15 September, 2010 20:23
We thank Richard Bloor for another dispatch from Nokia Developer Summit:
Ever wondered about the relationship between the success of apps for Nokia devices and the devices themselves? The Nokia Developer Summit presentation How Nokia is marketing Ovi Store and apps to consumers went a long way to answering that question.
Charmaine Eggberry, Senior Vice President, Marketing GTM Operations, Nokia, opened her Business Stream presentation with a selection of metrics:
- Nokia sells 13 devices a second
- Nokia has 1.3 billion active device users
- who are in 220 countries (more than the membership of the United Nations)
Then she looked more specifically at Ovi Store:
- available in 190 countries
- with apps from developers in 90 countries
- available in 30 languages
- with support from 91 operators
- users downloading 2.6 apps per visit
- with a 86% repeat visit rate
- driving over 2,000,000 downloads per day
These numbers are driving a change in the way Nokia markets devices, both globally and locally. The three key strategies Eggberry outlined are:
- That whenever a device is promoted, that promotion comes with apps
- That locally relevant apps are as significant as those with global recognition
- Context is key
An example of this approach was the recent promotion built around the World Cup. Running in the London area, this promotion highlighted the Associated Press 2010 World Cup news feed app, a “football pubs” finder app, and a Sky mobiles video feed app. Running for 2 weeks and focusing on London commuters, the campaign reached 5.5 million people.
Nokia’s work to drive users to Ovi Store is making Ovi Store a third-party marketing channel. Organisations such as the AA, Auto Trader, Tesco, and the Daily Mirror have all used Ovi Store. The Daily Mirror, a UK based tabloid newspaper, in promoting their app on Ovi Store ran online promos, engaged social network, and emailed to over 700,000 messages. Such activities are creating collateral publicity with these campaigns receiving their own press coverage, with recent features in The Sunday Times, The Sun, and on the BBC’s The Gadget Show.
However, Eggberry emphasised simply getting users to Ovi Store is not an end in itself, it’s about what they do when they get there: do they tell their friends, and do they come back? Going beyond store visits is a strategy of behavioural targeting and Eggberry provided some examples of this approach:
- For a user who bought a first-person shooter game through Ovi Store, the next time they visit Nokia.com they might get presented with a pop up message alerting them to the availability of a similar new game.
- When a user first clicks through the Ovi icon on their device, rather than simply providing them with a list of recommended apps they will be offered a themed pack. This bundle would be given relevance using the user’s history of activity on Nokia websites and from the activation information provided on the device.
As part of the UK campaign to support the shipping of the Nokia N8, apps will be featured in all the campaign materials. The goal is that this campaign will reach 45 million people and be viewed a minimum of 8 times by each person through billboard, mass TV, and online exposure.
The clear challenge for you as a developer is getting your app into these campaigns. One thing is clear: Nokia views quality as trumping quantity. (Something I did not mention from Crawford Del Prete presentation, where he pointed out that the apps that truly contribute to user experience probably number no more than thousands, not the tens or hundreds of thousands found in some app stores.) Quality is not just about the app's inherent quality - usability and robustness – but also relevance. An app that offers something unique to a local audience can gain the same exposure through campaigns as one that offers a global or universal appeal.
Nokia has been talking about the relevance of developers and apps to its device ecosystem for a number of years. Now it would seem that this is translating into a marketing symbiosis, which is being accompanied by a dramatic upshift in marketing activities.
Distribute
, Ovi for Developers
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