app and content store promotion
PACE campaigns can lower the barriers to mobile app sales by reducing the complexity of the discovery and buying process
Over recent years, the growth in mobile app downloads has been phenomenal. As a consequence, operator managed mobile app stores have seen significant growth driven by increased consumer awareness of mobile apps. The key challenge for the operator remains that of discovery: a challenge that can be addressed with PACE.
operator managed app store promotions
PACE campaigns provide operators with an effective means to target app and content download promotions at individual subscribers. These campaigns are also an effective means to increase the visibility of the operator app store itself.
With the appropriate permissions, PACE campaigns can also collect and report on app usage, side-loading of apps, data-usage associated with app usage and a wide variety of other statistics.
Campaigns can also be used to facilitate viral distribution of app recommendations as well as referrals to social networking sites.
targeted app promotions
PACE campaigns are able to query whether a particular app is installed on the handset. Using this feature, it is possible to create a campaign that behaves differently depending on whether the targeted app is already installed on the handset.
PACE campaign display can also be triggered by the launching of an application. This means it is possible to create interstitial campaigns based on app usage. Depending on the need, this feature might be used to display advertisements or may be used to manage free-trial periods (where the PACE campaign obscures the underlying app after the trial expiry).
ringtones, videos and other content
Whereas PACE has specific support for mobile app promotions, the client can also be used to market more traditional content such as ringtones, videos and wallpapers.
With full support for audio and video playback, either from a networked RTSP feed or from a secure local file source, PACE campaigns fully support content preview as well as the ability to copy content to the handset's public file system if required.
one-click download
As with all PACE campaigns, the ‘action’ list associated with a campaign is fully customisable.
Actions associated with an app-download campaign could include one or more of:
- Click to purchase.
- Click to browse app store.
- Click to launch app.
- Click to share app with a friend and/or social network.
- Click to launch operator portal home page.
- Click to search for apps for this handset model (via the operator portal or via a search engine).
app store integration
PACE is designed to require minimal integration with operator mobile app store back-end systems.
In a typical deployment scenario, an XML feed provided by the app store is used to create campaigns. Purchase and fulfilment is delegated to the app store itself, usually via a click-through to the content purchase URL on the browser based store front.
“Prompted recall rates for apps was 82%… with a 16% click-through rate… [across eight apps over six weeks]” Jones Donald Strategy Partners
clear benefits
The PACE client provides an effective means for operators to promote both their own and third party apps and other content content. Well designed campaigns can reduce the burden of discovery leading to improved download rates across all content categories. These services are simple to create, manage and target and can work alongside existing third-party app store solutions.