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Archive for February, 2010

Software Distribution Beyond App Stores–A Must Have for App Marketers

Thursday, February 25th, 2010

Software distribution is always a problem that publishers face.  Unless you have a loyal audience that you can market to within your app to gain further distribution, it’s becoming exceedingly difficult to get noticed across all platforms–desktop, browser, social and mobile.  Consider these numbers: currently, there are roughly 12,000 add-on’s in the Firefox add-on gallery (AMO).  In the Android Marketplace, at the end of December 2009, there were 20,000+ apps.  At the end of January, Apple’s App Store had a staggering 140,000+ third party apps available!  The number of desktop apps is in the millions.  Just imagine how these numbers will swell this year alone.  How does a publisher get distribution in a pool so massive? 

Here’s the problem: app stores are not built for software distribution for all publishers.  Only a select few are able to rocket to the tops of the charts and capture users’ attention.  These sites suit the aggregators well as they capture both the short and long tail, but what if you’re at the end of the long tail?  There are many ways to combat this; publishers need to seek more proactive ways to improve discoverability.  At the same time, publishers need to take advantage of solutions, such as W3i’s InstallIQ, that are built around distribution for all.  InstallIQ recommends relevant apps to users when they install comparable applications.  If you’re a publisher and have an app, it’s important to get face time with users.  W3i has nearly 10 years of experience connecting people to applications; that’s what makes us unique – that is our job and mission.  App stores are great for scale, great for the aggregator; but W3i can do what the app stores can’t: provide a software distribution solution that puts your application directly in front of users, out of all the clutter.

Eric Montag, Product Manager, W3i, LLC
Eric is a Pragmatic Marketing Certified Product Manager and uses his experience in internet marketing to lead the charge in product research, planning, and execution from both a consumer and business standpoint.  

Getting Information When and Where Consumers Need It–Who is Getting Integrated Application Marketing Right?

Tuesday, February 23rd, 2010

Marketers understand that users want information where and when they need it.  Mass advertising has lost effectiveness because people tune-out when the message is not relevant to what they are doing at the moment. Integrated applications are a key to creating that envied relationship with consumers allowing them to engage with you whenever and wherever. 

WeatherBug®, a brand of AWS Convergence Technologies, is getting it right.  WeatherBug gets up-to-date weather information, weather forecasts and weather alerts whenever and wherever the consumer needs the information and also alerts the user to hazardous conditions.  WeatherBug is now available at their web site, through a desktop app, through a mobile app, through a browser app and even as a Facebook app.  Now that is integrated content delivery. 

Benefits of Marketing with Various App TypesWeb site – Useful when consumer is searching for weather information or knows where to find it.

  1. Desktop App – Weather information is available on the desktop.  Great top-of-mind awareness while the consumer is on the PC and makes for easy consumer access.
  2. Browser App – Particularly useful for adding browser utility, messaging–think alerts–as well as interfaces with the search experience.
  3. Mobile App – Weather information is available when the consumer is away from their computer—on the run.  Mobile apps are great for use away from home/work.  Negatives are the limited user experience and current penetration.
  4. Facebook/Social App – Allows consumer to personalize their fan page with the weather.  The goal for social apps is simplicity and entertainment to encourage sharing so the app goes viral. 

No wonder WeatherBug is used by 21.5 million consumers.  Using integrated application marketing to put weather updates where and when the consumer is looking for them is a strategy for success.  Making sure you match the type of app to the consumer usage pattern is just smart marketing.

Deborah Manthei, Director of Marketing Communications, W3i, evangelizing the use of consumer application marketing to engage brands’ essential users.

Consumer Application Marketing: Sponsoring an Application

Thursday, February 18th, 2010

I read an article by Steve Smith for MinOnline this week titled, “Vanity Fair Gets Social With Oscar Race iPhone App.”  This article discussed how Vanity Fair was going to capitalize on the Oscar buzz with its Vanity Fair Hollywood Oscar Race iPhone App and how L’Oreal will be the sole sponsor.

This is an excellent approach to application marketing—tagging into major events that naturally get a lot of buzz by providing relevant content and weaving in one sponsor.   This approach gives that sponsor more prominence since there is less advertising clutter. 

The W3i Application Network can be viewed this way as well.  Consumer application marketers with demand for their content sponsor consumer applications during the installation process.  This allows advertiser prominence when the consumer is already installing an application.

The article also discussed another problem with consumer application marketing, namely getting consumers to actually use the app once installed.  Vanity Fair tries to solve this problem using several messaging features:  pop-up instructions when the application is installed to orient the consumer with the app’s functionality and a headline crawl on the bottom of the app to showcase additional content.  Vanity Fair also built in the important “sharing” feature to ignite viral distribution by creating voting pools with groups.  These are excellent consumer application marketing tactics.

To excel at consumer application marketing not only does the app need to get installed, but it must also engage the user.  Providing timely content, ways to discover content and navigation tips are essential for an application’s success.  

Deborah Manthei, Director of Marketing Communications, W3i, evangelizing the use of consumer application marketing to engage brands’ essential users.

A Problem for Apps to Solve: Turning (Social) Streams into a River

Tuesday, February 16th, 2010

With the recent release of Google Buzz, we have yet another social stream of information to consume.  Google Buzz joins Facebook’s Updates stream, Twitter, Yammer, and, outside of the U.S., Yahoo Meme and various other micro-blogging services.  As there are more and more streams feeding us, it will become more cumbersome to manage and review the data in these streams.  A crowded marketplace of services, while increasing competition (this is good), defeats the purpose of these streams; that is, the availability of broad-based real time information with an emphasis on simplicity.  It could be confusing for users to manage each service individually and that is a problem for apps to solve.

I downloaded an app for my iPhone recently, called Momento.  This app seamlessly hooks up four of my social streams: Facebook, Twitter, Flickr and Last.fm and presents the information in terms of social events based on the day they occur.  This is all done in a fantastically designed, easy to use application.  Essentially, I see this app acting as a tributary, merging these streams into a river.  The only problem with this app is that it only pulls in my social moments.  It doesn’t allow me to identify or define moments that, while not my moment, are compelling and relevant to me.  This app is making a good first step to solve the problem of too many streams.

Overall, the app market is headed in this direction – the creation of apps that act as powerful tributaries, allowing a user to go to one place to view streams of information in a neatly organized and personal fashion.  All of this solidifies the fact that apps play a huge role in simplifying that information we consume and the way we interact with it.  This is an undeniable fact –the release of the Apple iPad is a testament to devices designed around the utilization of apps.  Given the proliferation of apps in the recent year, apps will provide the solution to the problem of an increasingly crowded marketplace of micro-blogging services. 

Eric Montag, Product Manager, W3i, LLC
Eric is a Pragmatic Marketing Certified Product Manager and uses his experience in internet marketing to lead the charge in product research, planning, and execution from both a consumer and business standpoint.  

W3i Tech Talk: How Service Oriented Architecture (SOA) Can Benefit Software Businesses

Tuesday, February 9th, 2010

At a high level, the concept of Service Oriented Architecture (SOA) is fairly straight forward.  This is to say that most people would agree on the concepts and principles behind it.   However, as you dive deeper into the detailed aspects of delivering a system based on SOA, it can begin to mean different things to different people.  Understanding exactly what SOA is, is not made any easier by major players in the software industry like Microsoft, Sun, IBM, Oracle, and more who tend to define or bend the definition of SOA in a way that aligns the principles of SOA with the implementation details of their platform technologies, development tools, and methodologies.  Try entering “SOA” in your favorite search engine today and you’ll know exactly what I’m talking about.  In this article, let’s take a look at concepts of SOA, examine some of the business benefits, and attempt to come up with an “elevator speech” definition for SOA.

SOA in a Nutshell
SOA is basically an architectural style for building software systems based on discreet but interacting components called services.  Each of these services delivers on some set of specific business functions.  The key with SOA is breaking up a large monolithic software system into discreet services that can be presented to or assembled for the user in different ways to provide a high degree of functionality and flexibility.

Services – The Key to SOA
Breaking up the functions of a software system into a set of services allows the business to plug in new services or upgrade existing services in a more granular fashion in order to address new business requirements.  Existing services can be consumed by different business channels, therefore, leveraging existing infrastructure and development investments.  Adding new functionality required by a growing business is a matter of adding additional services rather than rebuilding an entire system.  Modularizing a software system into loosely coupled discreet services is a good thing since it allows us to change the software more easily and respond better to rapidly changing business needs.  Let’s take a closer look at real world business benefits of SOA.

As an example, consider a typical internet store-front system. The shopper is presented with a catalog of items and a shopping cart that the shopper can move items in an out of, and eventually the system accepts an order. The items presented in the store are ever changing. Marketing people are likely to want to change the presentation of items, content of item descriptions, and layouts frequently.  Even the whole shopping metaphor may change from a shopping cart to scrollable item list on a sidebar. Marketing may want to experiment with different fonts, colors, and screen layouts and use various presentation technologies, including Ajax and a myriad of other options. But none of this has anything to do with the core business functions encapsulated by the services. The services that acquire catalog data and submit orders remain unchanged despite all the changes to the presentation of products. This underscores the importance of separation of the underlying business process of processing orders from the never ending changes of presentation.

Beyond constant change with presentation, business processes, change as well.  Offering new types of products or reaching new markets may require adding additional business processes such as currency exchange, age verification, etc.  Meeting the challenge of adding new functionality is more of a matter of adding services in SOA than needing to change major parts of the system.  The bottom line is that the services in SOA do not change that often, but the pathways through these services and when and where they are used, do.

SOA is more than just defining and creating services.  What separates SOA from other software architectures of the past is the way in which services are discovered, understood, and interacted with.

Contracts – Getting to Know Your Services
Beyond defining the discreet services that are capable of working together to solve business problems, establish a contract for each service. A contract states what a service will do for you, information about what is required to use the service, and the rules or policies around security, etc for using the service.  The consumer of the service needs to understand the contract in order to know how to use a given service. 

Messages – Using Services
A message is basically a unit of communication between the service and the consumer of a service.  Messages may take different forms like SOAP, HTTP GET, SMTP or more.  Regardless of the protocol, messages are basically made up of header and a body.  The header provides information about routing whereas the body contains the actual message data.

End Points – Finding Services
An Endpoint is basically an address where the service lives.  In the case of web services it’s a URI (Uniform Resource Identifier).

On The Elevator
Software architectures are basically defined in terms of their components, attributes, relationships within, and the rules that govern them.  So we can define SOA as a guide for building systems based on autonomous components labeled as services.  Each service is accessed at a known endpoint and exposes its processes and behaviors via contracts which take the form of messages.

The business benefits of SOA can be summed up as providing a higher degree of agility and allowing the business to respond quickly to ever changing requirements of the marketplace while leveraging investments in applications and software infrastructure.

Jackpot Rewards® Joins the W3i Application Network

Tuesday, February 9th, 2010

JackpotW3iCombo 

Jackpot Rewards Selects W3i for Consumer App Distribution

St. Cloud, Minnesota, February 9, 2010 – W3i, provider of marketing solutions that increase distribution, revenue, and engagement for consumer applications, announced today that Jackpot Rewards is now part of the W3i Application Network.  Jackpot Rewards, a sweepstakes and shopping rewards program, is using the W3i Application Network as a new application distribution channel for its free Jackpot Rewards application.

“The W3i Application Network provides a mass distribution channel for companies with consumer applications that are seeking customer acquisition beyond paid search and social media,” said Rob Weber, VP of Business Development at W3i.  “Jackpot Rewards recognizes the opportunity the W3i Application Network offers to grow its membership by expediting the discovery of its free shopping and sweepstakes application to millions of new users.”

Jackpot Rewards has a new and unique shopping and sweepstakes product for consumers, called “Shop to Win”.  “Shop to Win” is free to consumers and gives them the chance to win $500 a day and a $100,000 Jackpot for every $5 they spend at over 2,000 leading online retailers. 

“W3i’s distribution capabilities give us the opportunity to dramatically increase our memberships with a trusted partner,” said Jim Miller, the CEO and Founder of Jackpot Rewards. “We are excited about the results to date and look forward to a long-term relationship with W3i.” 

 About W3i: 

W3i increases revenue, distribution and engagement for consumer applications and plug-ins. W3i uses a network approach combining the demand for free applications monetized by the distribution of relevant applications when the consumer is in the installation mindset.  The W3i Application Network uses Install IQ, W3i’s proprietary Windows installation manager, the first installer to be certified in the TRUSTe Trusted Download Program.  Tested and optimized on over 350 million installs–currently 9.6 million installs monthly, W3i will prove to be a valued distribution partner in growing your consumer application business. To learn more, visit the W3i Application Network.

Press Contact:

Deborah Manthei

Director of Marketing Communications

320-257-7571

deborah.manthei@W3i.com

The names of companies and products mentioned herein are trademarks of their respective owners.

W3i Advertisers, Publishers and Affiliates Can Now Access Robust Data

Thursday, February 4th, 2010

   Improved Business Monitoring with W3i’s New Associate Reporting Site 

St. Cloud, Minnesota, February 4, 2010 – W3i, provider of marketing solutions that increase distribution, revenue, and engagement for consumer applications, announced today that its advertisers, publishers and affiliates can now access more data for better decision making.

“Our associates are essential to the success of our business.  By providing more robust reporting they can make educated business decisions to optimize performance,” said Rob Weber, VP of Business Development at W3i. 

The W3i Associate Reporting Dashboard offers close to real-time business intelligence data including graphs for visual monitoring.  Publisher and Affiliate stats include:  revenue, conversion, conversion rate, EPC, and entry hits by product and country.  Advertisers can see their acceptance rates by operating systems and countries. Many improvements were also made to the user interface.

W3i built the new interface from the ground up offering many useful features:

  • Quick Stat Dashboard:  The dashboard includes a quick snapshot of associates’ performance, including pie charts, bar charts, and trend line analysis for convenience. 
  • Customized Reporting:  Associates can use a pivot table format to see different views of their data and export to excel or PDF.
  • Data Insights:  Enhanced metrics allow associates to slice data down to a granular level.  
  • Dashboard Message Center:  The message center improves communication, including messages on the latest promotional opportunities, technology roadmap releases, and other significant tips on how to increase consumer app distribution, revenue and engagement.

For example:

This advertiser can see how his conversion rates are trending.

This advertiser can see how his conversion rates are trending.

 

This publisher now knows 77% of Entry Hits come from the U.S.
This publisher now knows 77% of Entry Hits come from the U.S.

 

Joel Wolf of RNGDE, “Proud W3i Publishing Partner” comments: “W3i, GREAT new portal!  Loving it.  With the new Associate portal from W3i, we can track what country our revenue originates from as well as how our product is converting in that targeted region. This allows us to focus on the geographic segments where we see the most opportunity.” 

W3i will be completing the roll out to additional Associates over the next several days.  For more information, contact W3i.

About W3: 

W3i increases revenue, distribution and engagement for consumer applications and browser add-ons. W3i uses a network approach combining the demand for free applications monetized by the distribution of relevant applications when the consumer is in the installation mindset.  The W3i Application Network uses InstallIQ, W3i’s proprietary Windows installation manager, the first installer to be certified in the TRUSTe Trusted Download Program.  Tested and optimized on over 350 million installs–currently 9.6 million installs monthly, W3i will prove to be a valued distribution partner in growing your consumer application business. To learn more, visit] the W3i Application Network.

Press Contact:

Deborah Manthei
Director of Marketing Communications
320-257-7571
deborah.manthei@W3i.com

 The names of companies and products mentioned herein are trademarks of their respective owners.

 ###

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