App Marketing Conversations: the new iPhone 5c and iPhone 5s
Apple released two new iPhones – how does this impact marketers?
In this installment of App Marketing Conversations we talked about the new Apple iPhones and discussed if they impact mobile marketers’ budgets and plans. In particular, we discussed which new audiences might become more common on iOS and how the new hardware features of the 5s might reduce friction in purchasing. Watch the video to find out more about:
- Which audiences will probably be unlocked by the 5c
- How to modify your marketing approach to take advantage of the new audiences
Be sure to check out the Gamehouse segment of App Marketing Conversations which talks about the mobile sensor on the iPhone 5s and to learn from MobileDevHQ about what’s new in the iOS 7 app rankings.
joined by Ian Sefferman of Mobile Dev HQ, Ryan Morel of Gamehouse and I’m
Robi Ganguly from Apptentive. Today we’re going to talk about the new
iPhones, starting with iPhone 5c, 5s. It came out last week and we’ll talk
about the opportunity that it presents to marketers, based upon what we
think that’s being. So let’s kick this off. What do you think about the new
iPhone 5c?Ian: I think the iPhone 5c is a device that I have no interest in personally
but that a lot of people will have interest in. We were talking beforehand.
It wasn’t a game-changer in any way. Right? It wasn’t like the rivers of
Amazon coming out of the phone that’s completely free for anybody or people
with a prime subscription or whatever. It was $100 cheaper than the 5s, but
that’s enough to open it up to a new customer segment.
Robi: Got it. What do you think?
Ryan: The same. It’s just the 5 rapped in a new shiny case. It’s really
interesting from the perspective that most people don’t know that. We know
that but 99% of the population is like, “Oh, cool. A colored phone, it’s
awesome. I’ve always wanted an iPhone and now there’s colored ones.” I
think their choice not to move really far down market is an interesting
one, and my guess is that some of it is a defensive move for their
ecosystem. Like, they don’t want all the people who aren’t going to buy
apps and are going to download content and pay money. It hurts their
ecosystem. I think it was a calculated move.
Robi: Got it. What about the opportunity from a marketer’s perspective? A lot
more people are buying these things. Obviously, we can make a volume
improvement. Is the selling market really exciting for marketers in the
next six to 12 months? Do you have to start thinking, “Oh my gosh. I really
have to think about the iPhone 5c consumer”?
Ian: Yeah, I think you do. I think it opens up a different range of consumers
as well. I think that the tweens become an interesting segment, especially
for the gaming side of the World. I think it opens up the World to tweens
and I think it also potentially opens up the World to a different segment
of 60+ year old women as well. As a marketer, you now have a much larger
base to go to.
Robi: Sort of playing on that, what’s the most exciting new demographic you
might see as a consumer?
Ryan: I think it’s the tween. If they have the iPhone, they have some
amount of disposable income. Their parents are giving them money from their
parents’ account, or whatever it is. We know it’s true that, that
demographic is addicted to their phone and addicted to content. If you have
content or have passion for developing content for that age group, this
could dramatically change the prospects of your business.
Ian: So, let’s move a little bit iPhone 5s. What’s your favorite thing about
the iPhone 5s?
Ryan: I haven’t played with it yet, so I don’t know. I’m sure all of it is
pretty cool. I’ve finger-printed the A7 chip, the M7 sensor. It’s all
really interesting. The most interesting thing is the…This is really the
foundation for the next three years or so for Apple and how they approach
the market and services they provide because that’s clearly what they’re
Ian: What do you mean by that? I don’t know much about the hardware specs on
it but, for me it was kind of a lackluster launch.
Ryan: The M7 chip, with the ability to track movement, speed, location, ID
cam, which starts to give you some interesting indoor mapping options as
well as Geo-cash hunting sort of stuff. The 64bit processor enables almost
about five years of console-quality gaming. Is Apple putting Apple up to a
new TV product that all of the sudden replace consuls and just put in
things like infinity play? I think that’s really interesting. Finger-print
with potential to unlock payments. Again, with the low-power blue tooth eye
beacon stuff. That could be really interesting for the long term. I think
their choice to make all of their office competitors pretty was also an
interesting one. It’s defensive and it keeps Google and Microsoft from co-
opting services on their devices. I think that’s smart.
Robi: Yes. Not as familiar with the hardware specs but thinking about the
services around the 5s, did anything come to mind that you’re like, “This
is really interesting. It opens up the opportunity to…”
Ian: I thought in general it was a lack-luster launch. It’s actually not the
most interesting now. The office suite or whatever it is, iWord, or
whatever, was the most impressive thing for me. I think that was totally a
defensive move but it was also a, “Look, we are actually betting on the
iPad tablet, not just the iPhone, becoming a place for media, content
creation, rather than just consumption and that will continue to shift the
World towards the mobile ecosystem and Apple’s ecosystem.
Robi: I think the really interesting thing about the 5s, if you look at it
sort of macro, is that even if Apple is looking to broaden its market or go
down market or at least achieve lower price points and bring in a different
class costumer, they’re also leading the way on IM. The touch that allows
you to log in to your device by finger-print scanning…that’s crazy! We
have finger-print scanners on our phones now. That’s way out on front to
me. Even though it’s not the first one, this is going to be mass market.
We’re going to be comfortable finger-print scanning thanks to Apple.
They’re pushing that out and it says to me as a marketer the continued
investment in their ecosystem is going to read high on rewards, with a
broader base of consumers to spend more money. Apple’s really good at
getting people to spend money. I’ll tell you, I bet the 5s is going to lead
to 50% increases for purchases for some apps.
Ryan: Even just like, playing with my phone yesterday and knowing there’s
this ID touch screen thing that I could be using makes putting in a
password really annoying because my password is kind of long and
complicated. So I’m always like, “God! I could be done by now! I have to
have this new phone!” It’s the age-old thing. If you can remove friction
from any point in the process, you will make more money.
Robi: I think that motion-sensing stuff is really interesting. In our next
segment, Ryan is going to lead a conversation about that and the
opportunities there. Be sure to check that out, as well as Ian’s segment,
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