Facebook isn’t slowing down as it kicks off its IPO roadshow and has launched a brand new app store featuring apps which utilise its Connect feature. The app store has attracted a lot of coverage and its timing couldn’t better when all eyes are on the company as it prepares to float its shares on the stock market.
While the store is specifically for apps that integrate with Facebook, its aim is not to compete with Apple’s app store or Google Play and in fact once a user selects an app to download they are taken to the relevant store to finalise the transaction.
However there are two reasons why Facebook’s some 900 million users may prefer to select their apps from the new store; firstly the store only stocks apps that work with Facebook’s Connect function which makes interconnectivity a breeze and secondly apps are displayed not only by user rating but also based on the account holder’s interest history which makes the top rated selection much more relevant and personalised. Users can browse apps that are compatible with their device so they only see the apps they can actually use.
Facebook app store preview
The store also offers greater opportunities for developers around pricing and charging for apps. Up to now, apps have generated income through in-app purchasing in games such as Farmville where users pay real cash for virtual goods. Now Facebook will allow developers to charge one-off prices for users to access the app’s features.
One of the benefits to Facebook is that it acts as a giant sandpit for developers to try and test a whole host of features which can add to the Facebook experience without Facebook itself having to change. And as seen recently with the purchase of Instagram, if an app does particularly well and proves popular with users Facebook can pick it up and fully integrate it.
One area this could really benefit is Facebook’s mobile offering which it has openly admitted is a problem area. In a recent statement to potential investers Facebook stated “If users increasingly access Facebook mobile products as a substitute for access through personal computers, and if we are unable to successfully implement monetisation strategies for our mobile users, or if we incur excessive expenses in this effort, our financial performance and ability to grow revenue would be negatively affected.” This was quite a bold and frank admittance given the company’s current position but the fallout could create some very real opportunities for developers to create new features which could fill this void.
The company is clearly looking for improvements in this area and the app store is the perfect place to showcase and test out new ideas at very little initial cost to the company, only shelling out once an app is tried and tested.
In a recent post on Facebook’s developer blog, Aaron Brady said that the app centre is expected to launch ‘in the coming weeks’ and is calling for anyone interested in submitting an app to do so now via its Facebook Developer App.
It also wants to test the notion of paying a flat fee to access app features and is calling for users to sign up for the beta programme.
It’s a creative approach to solving a significant problem and provides developers with the chance to get their app seen but it’s the users who decide which ones they want to see grow into a fully fledged Facebook feature.
Written by Felice Ayling
Google are bringing in some exciting changes which will enhance mobile advertising for companies and users, making it easier to match up customers with the information they are looking for.
The first update is the introduction of Custom Search Ads for mobile apps which will improve the way users view results when searching within a mobile app. There are lots of apps which allow users to search within specific areas of interest, and now businesses will be able to develop a custom ad specifically for those apps.
This is a nice development for many companies who work hard to ensure their marketing activity is tailored not only to the customer’s needs but also to the device they are using.
The next change is really a two in one improvement in how users search and locate apps. When searching for information on mobile apps via a browser, often you have to then enter the particular app store to find and download it. Google now is offering developers a way to install a ‘download now’ button which will take the user directly to that app in its relevant store to download more easily.
In addition to this, Mobile App Extensions provide a direct link to an app the user already has installed on their device. So by clicking on an ad, it will detect if you have that company’s app installed and take you straight to it. A much smoother experience for the user and more likely to keep the customer browsing your products.
Although not a new service, Google is promoting how it pushes local services in mobile searches. With 40% of mobile searches linked to location, being able to push results nearest to the user to the top of the list means a much greater chance they will actually find your company.
And Hyperlocal search ads have pushed business up for many companies as they not only contain the location, but the distance from the user, driving directions and a click to call option.
All of these updates make for a better user experience and more relevant customer engagement which can mean less money but better conversion. There are plenty of opportunities for mobile developers to make truly engaging ads which cut out the noise and drive quality traffic to their business.
Watch Google’s movie which showcases the most recent developments.
We talk to James Williams – Head of Social Media at Imano and ask him for their guidance and advice on how to create a killer app, what works and what doesn’t, how to tackle and succeed with your Apple App Store application, using geo-location within apps and the benefits of Apps over html 5 mobile optimized websites.
www.imano.com
@jamesmawilliams
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Ciaran is predicting big things for mobile web in 2011. With an explosion in the popularity of smartphones, increasingly people are consuming the web on the go. This week we have some great stats on mobile growth, we have some top tools and apps we use, should you develop your site for mobile or develop a mobile app? Plus an we share an unconventional tip from Ciaran on how to optimise your site for mobile using a sausage…:-) You’ll only find it here on The Digital Marketing Podcast
Angry birds
http://en.wikipedia.org/wiki/Angry_Birds
Interflora mobile site example:
http://m.interflora.co.uk/search.aspx
Drop us your tips on any great apps you have developed for your marketing mix, plus any great tools you use for mobile marketing.
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