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Mobile Apps… Why Bother? (or Why Theatres Need Mobile Apps) TCG Conference June 23, 2016

Mobile Apps - Why bother? (or Why Theatres Need Mobile Apps)

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Mobile Apps Why Bother? (or Why Theatres Need Mobile Apps)

Mobile AppsWhy Bother?(or Why Theatres Need Mobile Apps)TCG ConferenceJune 23, 2016

Hello, everyone!Welcome to Mobile AppsWhy Bother? (or Why Theatres Need Mobile Apps)

Chris MontgomeryChief Executive Officer

David DombroskyChief Marketing Officer

[Intros]Since 2009, InstantEncore has worked with performing arts organizations to explore how they can leverage mobile technology to engage audiences and build deeper relationships with their patrons.

For those of youabout to tweet:@instantencore#TCG16

[Intros]Since 2009, InstantEncore has worked with performing arts organizations to explore how they can leverage mobile technology to engage audiences and build deeper relationships with their patrons.

Guiding QuestionsHow has mobile adoption changed audience expectations for engagement? [David]

Why are theatres adding mobile apps to their communications mix? [Chris]

How have theatre apps evolved in recent years? [David]

What value are apps adding to the audience experience? [Chris]

Guiding QuestionsHow are apps providing theatres with direct communication to their audience? [David]

How do theatres afford their own apps? [Chris]

What are the top 5 pitfalls to avoid in your mobile app strategy? [David]

Where are apps and mobile technology heading? [Chris]

So lets dig in with Question #1

How has mobile adoption changed audience expectations for engagement?

We all know that the adoption of mobile devices as skyrocketed since the first iPhone was released nine years agoBut what does mobile adoption in the United States look like today?

US Adult Mobile Ownership92% of US adults own mobile phones(source: Pew Internet Project)

79% of US mobile phone owners have smartphones (source: comScore)

45% of US households own a tablet computer (source: Pew Internet Project)

In the United States, 92% of adults own mobile phones. Of them, 79% own smartphones

Additionally, 45% of US Households own a tablet computer.

US Adult Mobile Ownership

Now, you may be thinking Yes, but my audience is older. They dont use smartphones. That is probably no longer true.

This rapid adoption of mobile technology has led to a significant shift within our culture and our relationship to the world around us.

The expectation that we can access relevant content and services on our mobile devices in our immediate context and moments of need.

Forrester Research

Forrester Research calls this the Mobile Mind Shift

When something grabs our interest, we take out our smartphones to act on that interest. According to Forrester, this is a mobile moment.

A point in time and space where we use our mobile devices in response to a desire for information, service, or engagement.

In order to enhance relationships with patrons, theatres need to identify their patrons mobile moments and give them what they want at that time, in that context.

Live performance takes place in a specific venue at a certain time.

Mobile moments for a live performance are defined by their proximity to the performance in space and time.

Live performance takes place in a specific venue at a certain time.

Correspondingly, mobile moments for a live performance are defined by their proximity to the performance in space and time.

There are mobile moments that happen before the audience arrives at the venue.

There are mobile moments that happen after a patron arrives on-site.

And there are moments that happen after the audience leaves the venue.

Why are theatres adding mobile apps to their communications mix?

Now, you may be thinking Well, we use our website to do that. Our responsive website has everything on it. Why would we ever need a mobile app?

The question assumes that responsive sites and mobile apps should fundamentally do the same things for theatres and their audiences. But these are two tools within the mobile ecosystem and they should achieve different goals.

Responsive web design is just one part of a complete mobile strategy. Responsively designed sites ensure that no matter which device is being used, visitors are met with a usable experience. Responsively designed sites present the whole website, with the same general purpose content and organization you could access from a desktop device.

Native apps, on the other hand,take the mobile experience to the next level.

At their best, they do more than just repackage existing content and functionality;

the app experience can be curated for the users specific purpose to be contextual, actionable and easily accessible.

Native apps can also engage users withpush notificationsand integration with platform and device capabilities unavailable on websites.

Source: Capacity InteractiveFrom the 2015 Arts Industry Digital Benchmark Study

According to Capacity Interactives recent survey of arts organizations, 91% either had or planned to have a mobile or mobile-enabled website in 2015. Comparatively, 31% either had or planned to have a mobile app in 2015.

31% is a great start, but

Were growing increasingly addicted to using apps

Source: Flurry Analytics

Were growing increasingly addicted to using apps on our mobile devices.

And the percentage of time we spend using the mobile web is decreasing

Source: Flurry Analytics

In 2015, the average US adult spent 220 minutes per day using their mobile devices.90% of that time is spent using mobile apps.If you rely entirely on your website to engage mobile users, then you are relying on aspect of mobile technology that people only use 10% of the time.

It may be more challenging to develop a large audience on apps, but those app users are a very loyal bunch

Source: comScore

Your responsive site is always going to have a larger number of users than your mobile app will. Your site gets search traffic, referral traffic, and casual browsers.

App users are more invested in your work. They are actually giving you real estate on their most personal of devices.

One powerful way to view native apps is by using a digital advertising analogy:We all know how valuable real estate is in the digital, online and mobile worlds.

*Then your patron downloads your native app, think of the notion that you now have real estate on their person - on their smart phone. This is incredibly powerful. But is also requires that you keep the app relevant and filled with great content. Otherwise, you run the risk of having it deleted.

How have theatre apps evolved in recent years?

Then we began focusing on the users contextThe world around them

Then we began focusing on the users contextThe world around themWhere they are

Then we began focusing on the users contextThe world around themWhere they areWhat theyre doing

Then we began focusing on the users contextThe world around themWhere they areWhat theyre doingWhat they want to do

Then we began focusing on the users contextThe world around themWhere they areWhat theyre doingWhat they want to doWhat they want to do next

CONTENT+ CONTEXTRELEVANCE

What value are apps adding to the audience experience?

Let continue on the Content and Context equation.

I think it might be helpful to look at a real patron journey to see how apps today are adding to the audience experience.

Lets take a theatre goer who has downloaded your app.

By using a geofence, we can set up a perimeter around our venue. This can be as little as 150 m.

The concert goer approaches.

Once they cross the geofence, they will be sent a push notification, directly to their mobile smartphone.

This could be a welcome message or a message telling them to open the app in order to get access to some exclusive content.

In this example, is it for some behind the scenes content from Pippin.

Tapping the app could take them to the screen which provide them with access to the exclusive content.

With this type of direct communication you have the ability to connect with your audience in ways that really enhance the

Same-Day, Performance-Specific Content

Informational Value

Prompting Social Media Activity

Social Value

Highlighting Offers and Promotions

You can send targets offers to upgrade your seats.

Highlighting Offers and Promotions

You can also invite them to a special ticket offer before they leave the theatre

Highlighting Offers and Promotions

You can also extend their evening, post-show, but offering a promotion with a local restaurant or bar.

These are only a few examples and a great platform allows you and your organization to be creative.

How are apps providing theatres with direct communication to their audience?

How are theatres able to afford their own mobile apps?

Source: KinveyBuilding and deploying an app can be quite costly56 percent of mobile leaders surveyed say it takes from 7 months to more than one year to build one app.

Apps can be expensive. Especially custom apps. And the service fees and maintenance of those apps can be particularly cost prohibitive for many organizations.

According to a Kinvey survey of CIO and Mobile Leaders, the average cost to develop and deploy one app can range from $50k to hundreds of thousands of dollars. The average cost was just over $250k. It can also take 7-12 months to complete.

This can be a non-starter for many organizations.

What other options are there?

How Are Theatres Affording Apps?App creation servicesCore infrastructureCustomizing elements vs its entiretyArts focused servicesNot paying for updatesShared product evolution

There are app creation services, InstantEncore is one such example built on a SaaS subscription model.

The core infrastructure and a base set of features are common to the solution platform but elements can be customized to accommodate the ingestion of content or technologies from other place (such as a CMS or ticketing platform).

Few though, are Arts-focused with a real understanding of the arts patron.

Two other important features of a platform based solution are that you do not have pay a premium for app updates, which can be frequent and costly. And perhaps most important is that as new features are developed and deployed on the platform, subscribers can have access at a fraction of the cost that a custom developer would charge.

Is it still too expensive? Lets look

Theatre Budget SizeAnnual Fee*Monthly FeeOne-Time Setup FeeUnder $1M$999$99$399$1M-$11M$2,499$249$499$11M-$30M$4,999$499$749Over $30M$9,999$999$999

How Are Theatres Affording Apps?* Either annual or monthly fee.

Here is the pricing model for InstantEncores Mobile Solutions Platform.

Like many service providers to the arts community, pricing is based on organizational budget size. So it is affordable for nearly all size organizations.

We also speak with all of our partners regularly and ew features are developed and deployed each year. Some of the best ideas come from our partners and because the is seldom a competitive aspect to individual apps, the platform ultimately becomes a living best practices tool for mobile communication.

One other important feature is the speed to which you can bring an app to market. Building out an app on a mobile solutions platform can happen in as little as a few weeks. And the longest part is often approvals by Apple and Google.

So the barrier to access has never been lower.

What are the top 5 pitfalls to avoid in your mobile app strategy?

Top 5 Pitfalls to AvoidNo app promotion strategyNo compelling reason to downloadNo compelling reason to use again (and again and again)No communication plan (aka Fear of Push)No reward for app users (ROA)

Where are apps and mobile technology heading?

*Crystal ball time!

*Mobile technology in general will evolve and augment both the theatre experience and the direct communication channel between organizations and patrons.

*What we call apps today will evolve and 5 years from now will likely look quite different. What a mobile app look like is less important than how it impacts the patron.

Wearables, AR (Augmented Reality), VR (Virtual Reality), will also have great impact on the theatre experience for both the producers of, and consumers of theatre.

*Mobile technology will continue to allow organizations to reach existing audiences in more personal and meaningful ways as well as reach and attract new audiences that are far from their base-location.

*Technology will, as we know, change. What is of paramount importance is that the mobile mindset moves towards the center of all of your communication plans.

Contact:Chris Montgomery, Chief Executive [email protected]

David Dombrosky, Chief Marketing [email protected]