iOS 7 For Marketers - Why It Matters

iOS7 For Marketers and Advertisers:Why It Matters

Gene KeenanFounder, Collective FactoryJune 17, 2013 TCF

Monday, June 17, 13

TCF

APPLE STILL MATTERSKEY STATS• 6MM registered developers• 1.5MM New developers in last year alone• 50BB Apps downloaded• Over 80% of all 2012 holiday online shopping done via

mobile was done on iOS • 575MM accounts. Most with CC attached. More than

any other online store. (adding 500,000 a day)• 93% of all iOS devices are on OS6 (37% for android).

iOS is still the most popular OS in the world• iOS app sales are 4.6x greater than Android

APPLE STILL WINNING

iOS App Sales: http://www.idigitaltimes.com/articles/17985/20130531/ios-app-sales-vs-android-apples-itunes.htmiTunes Accounts: http://appleinsider.com/articles/13/06/14/apple-now-adding-500000-new-itunes-accounts-per-dayHoliday Sales: http://www-01.ibm.com/software/marketing-solutions/benchmark-reports/benchmark-2012-black-friday.pdfApp numbers, developers, number downloaded: http://9to5mac.com/2013/06/10/tim-cook-talks-numbers-at-apples-wwdc-2013-keynote-407-retail-stores-1m-daily-visitors-6m-registered-devs-more/

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NEW DESIGN FOR IOS - ADAPT EXISTING APPSWHAT:• Apple has followed MS and utilized the Swiss

graphic design sensibility• Icons and layout are flatter• UI is completely redesigned

WHY IT MATTERS:• Marketers need to examine existing user

experiences and interfaces and adopt them to the new human interface guidelines developed by Apple

• HIG:https://developer.apple.com/library/prerelease/ios/documentation/UserExperience/Conceptual/MobileHIG/index.html

iOS7iOS6

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MAPPING - IN-STORE MAPPING - SDK FOR APPSDEFINITION:• Apples mapping service

WHAT:• Apple maps have received significant important

updates• Map toolkit for 3rd party apps• iBeacons + Inclinometer for more precise location

(micro-location) information like In-store, museums, airports, etc.

WHY IT MATTERS:• Marketers focused on travel sectors can now utilize

apple maps within their own native experiences• iBeacon could potentially be used by store

owners to provide location mapping in-store that is accurate within a few feet

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PASS BOOK - 2D CODE SCANNINGDEFINITION:• Passbook is Apples tool kit for keeping track of

tickets, coupons, gift cards, etc.

WHAT:• Apple has implemented a 2D code scanner into

Passbook

WHY IT MATTERS:• 2D codes which have not taken off with consumers

may finally get some uptake (implementation is still TBD).

• Apple may also be implementing a simple way to obtain Passbook items like Coupons. This would be very valuable to marketers. Think print+scanner+share+utilize

http://techcrunch.com/2013/06/11/hidden-ios7-features/passbook-for-ios-7/

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PASS BOOK - SHARINGDEFINITION:• Passbook is Apples tool kit for keeping track

of tickets, coupons, gift cards, etc.

WHAT:• Apple has implemented sharing of Passbook

items via AirDrop

WHY IT MATTERS:• Marketers can now incentivize users to share

coupons and gift cards, contact etc. with their friends and family

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iTUNES RADIO - ADVERTISING OPPORTUNITIESDEFINITION:• ITUNES RADIO is Apples competitive offering

to the likes of Spotify and Pandora

WHAT:• Apple will offer a free ad supported service

and a premium paid service

WHY IT MATTERS:• Marketers will be able to purchase “radio

spots” within iTunes Radio environment

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iCLOUD and KEYCHAIN - ENHANCED SECURITYDEFINITION:• iCloud is Apples cloud service offering.

Keychain is Apples service for storing passwords and credit card information

WHAT:• Apple has increased security by making it

seamless across all of their devices. Users will be able to transfer credentials between devices automatically through easy login

WHY IT MATTERS:• Makes it easier for customers to engage with

brands on a monetary level by eliminating barriers to entry on a continuing basis

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GAMING - APPLE ADDINGDEFINITION:• Gaming

WHAT:• Apple already dominates in the gaming arena.

Now they have released game controller API’s. Logitech and Moga intend to release game controllers for iOS

WHY IT MATTERS:• Think Apple TV + iOS + Game Controllers +

Advertising Opportunities in the living room

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AUTOMATIC APP UPDATINGDEFINITION:• Apps have had to be manually updated by

users in the past

WHAT:• Apple is now enabling automatic background

updates to applications (and the system) on the phone

WHY IT MATTERS:• Brands can now adopt a more agile process

to application development. Focus on numerous smaller updates instead of large updates knowing that updates are made automatically

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iOS IN THE CARDEFINITION:• Apple integration with automobiles

WHAT:• Apple is now providing tool kits for

implementation of iOS with at least 12 automakers starting next year

WHY IT MATTERS:• iOS in the car combined with “Apps Near Me”

will provide new and relevant ways for consumers to discover brands while traveling

• Brands should assess the value of having relevant in-car experiences

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TCFhttp://www.blogcdn.com/www.engadget.com/media/2013/06/airdrop4.png

AIR DROP - FILE SHARINGDEFINITION:• Apples over the air file (OTA) sharing function

WHAT:• Apple brings Air Drop to iOS

WHY IT MATTERS:• This combined with Passbook will provide a

simple and seamless way to share coupons, gift cards, etc. over the air with those nearby

• In addition photos videos and other content can be shared OTA

• Based on API it will also support 3rd party files

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APPS NEAR MEDEFINITION:• Apples app store based on location

WHAT:• App discovery based on location/popularity

WHY IT MATTERS:• Retailers need to reconsider sitting on the

sidelines in regards to native app experiences• Apps Near Me combined with in-store location

experiences or the in-car implementations could mean killer apps for many brands

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MULTI-TASKINGDEFINITION:• Running multiple apps at the same time

WHAT:• Apple brings true multi-tasking to applications

WHY IT MATTERS:• Apps will now be able to run in the

background providing useful updates and utility to users instead of being kept in stasis

• Certain verticals (travel for instance) need to look at how this effects their current application builds

http://macaficionados.files.wordpress.com/2013/06/ios-7-multitasking.png

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- 9%

http://cdn.cultofmac.com/wp-content/uploads/2013/06/iOS7level.gif

INCLINOMETER - LOCATION BY 3D SPACEDEFINITION:• 3D space tracking

WHAT:• Apple brings three dimensional tracking to

iOS7. Track location based on altitude in addition to XY coordinates

WHY IT MATTERS:• The Inclinometer combined with iBeacons and

GPS may provide marketers ways provide location specific information based on what floor of a retail store they are in

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THANKS FOR LOOKINGContact me to discuss your iOS 7 StrategyThis document is only a thought starter and not meant to be an exhaustive examination of possibilities

Gene KeenanFounder, Collective Factoryhello@thecollectivefactory.com415.218.7369

FOR MORE:http://www.slideshare.net/genekeenan1/presentations

Monday, June 17, 13