Category: Knowledge.

Customers often wonder how they can increase the number of downloads of their app. As there are more apps in the stores today, it’s even more important to stand out. Just as with other technology, your app needs to be discovered by early adopters. These are the people you will need to convince to try your app.

Apps Tipping Point

At some point your app will reach a tipping point and the majority will start to download your app as well. After their launch, some apps are discovered immediately, while others have a slow growth. If you don’t have a strong brand awareness yet, how can you ensure that users find your app, that they are convinced about using it, and will download it and spread the word to their friends?

The success of your app depends on: The context of your app, the stickiness of your app and the discoverability & popularity of your app.

Context Stickiness Discoverability

The context of your app: Your app needs to be relevant. As Simon Sinek explains using his golden circle, you need to start with the ‘why’. Your app needs to serve a purpose. Your user needs to understand why they need to use this app. Try to answer these questions: Why did you make this app? What’s your purpose? Why would someone want to use this app? What exactly you do, is not the most important when you try to convince your early adopters.

Let’s take this example of UBER. Why: UBER evolves the way the world moves. In their opinion, everyone should have a private driver. How: UBER does this by seamlessly connecting riders and drivers. What: As a result, they have already launched several services in their app. All with the same treatment and payment via the app. Fancy cars, more regular taxi’s, but also car-sharing.

The stickiness of your app: The purpose, story and experience with your app should be creative. If your app continuously adds value.. they will stick to it. As Einstein said: it’s contagious. Friends, family or colleagues often spread the word about apps they are excited about. 50% of people learn about apps via friends or family. Savvy publishers motivate users or even give incentives for inviting and activating new users.

The popularity of your app or your brand. Being visible and easy to discover is not hard for popular brands, people simply use your brand name as a keyword. People mostly find apps by browsing in the app stores, so app store optimization can help you to acquire new customers. An average user will compare the first four or five apps on popularity and uniqueness. So it needs to be easy for consumers to find your app. As soon as they have found your app its description, ratings and promotional visuals need to motivate the consumer to download the app. For this reason some companies add a very popular keyword to the name of the app, just as spotify did by adding music to the name of their app. AirBNB is not that easy to find with an obvious keyword such as ‘b&b’.


Did you know that airbnb had already started their website in 2007? And at the start of 2009 they were still not earning more than 200 dollars a week. Only after they had improved the photos on their website and Barry Manilow’s drummer, rented an entire house.. things started to move more quickly. Today airBNB is valued at ten billion dollars. AirBNB needed to increase both the supply and demand of rooms. They reward customers for sharing their experience and inviting others. AirBNB started to grow quickly, also compared to the competition, so you may conclude word of mouth is a true multiplier for airBNB’s customer base.

App store optimization is not the only option to acquire new customers. Your service needs to be present on multiple channels. Apps need to be part of a digital strategy and promoted across multiple channels. But what can you do? The different app stores operate differently. Not everything can be adjusted after submission. This overview should help you figure out what’s important: App Store Optimization

Click on the image or here to download the sheet & presentation

The name of your app and company – both should be unique and together with the category and icon, it should be clear what the purpose of your app is.

Description – for google play, this should be focused on discoverability, for iOS it is better to focus on conversion. Keywords – This is only applicable to the app store, but has a high impact on the discoverability. Once you have identified important keywords, check how competitive a keyword is and whether you are likely to be found.

Category – You can choose two, check out the apps available in the app store to see how you fit in.

Basic visuals: A recognizable icon and good screenshot visuals help to explain the purpose of your app.

Promo Visuals – Good videos and promo images quickly illustrate the purpose of your app.

Popularity – the popularity of your app in the app store is dependent on the number of downloads, external links, the rating and comments. The more popular it is, the more likely a consumer will download and try your app. Popular apps with strong features are likely to be promoted as editors choice.

Updates – To keep up the good work, you will need to make frequent updates with new features, fix reported bugs, and implement design updates to maintain a good user experience.

Pricing – Although paying for apps is becoming more common, consumers are likely to try other free apps first. Example of good description app store google play As you are working on your app concept, app marketing and app store optimization, make sure you don’t forget about the possible competition. Check what they are doing, and why you are different. Also seek out trends, ‘sharing-economy’, ‘eco-friendliness’, ‘the quantified self’ and ‘hand-made’ are trends and initiatives widely enjoyed today. Apps are mobile. You need to be present across multiple channels.. mobile consumers are also on their desktop, social platforms or interact with people in stores. Make sure you also facilitate their experience there.

Trends & Omni Channel – Etsy: They have great context, their content is sticky, it’s something you would like to share. They link into the trend of buying handmade products. Once Etsy proved to be successful on the web, it went on to support mobile, pinterest, facebook and even offline pop-up shops.

What’s new in the app store: In google play you can add a video, explaining the purpose of your app. Video is a very powerful tool. This functionality will be available soon in the app store as well. Furthermore google play requires promotional images and text as of the 1rst of September. As this image needs to be scaled up and down, it is advised to keep this image simple. No texts, they are hard to read on smaller devices. No devices or screenshots, they become outdated too quickly.

Interested in learning exactly how this works? We can help you with your with promotional material, app store analysis and a full review of your app marketing.

Feel free to download this presentation and the ASO overview here.

The most important part of an app strategy is ensuring your app successfully adds value to your mobile strategy.

Acquisition, Retention, Efficiency:

The main purpose of most apps is to acquire more customers and sales, retain more customers or work in a more efficient way. In effect, these are your results. But how to get these results through mobile initiatives is a crucial question organisations have to answer before spending any money on mobile technology. To simplify things, we take a closer look at the most important aspect of your app…. the user.


Business Goals for Mobile AppsThe user is in control:

The user decides whether or not they are going to download the app, use it, re-use it, or refer your app to others to use.
Your results directly depend on the behaviour of the user: is he going to open the app or not? Is he going to press that buy button or not? Will he allow you to send him push messages or not?

Attitude & behaviour behind brand success: 

It is clear that any behaviour towards your app, and its features and functions directly affects your results, and thus your brand success. What drives this user behaviour? It is mainly attitude, attitude towards your brand, your service & products and towards your app. A positive attitude motivates different behaviour compared to a negative or neutral attitude.

There are two things to keep in mind in order to deliver a successful app.
1) Discover which experiences within the app enhance your brand promise. Your brand promise and your app promise need to be aligned. These app and brand experiences affect user attitude, drive user behaviour and determine your brands’ (mobile) results.
2) Work from simple to complex. It is imperative to get your user to fall in love with your app from the start, make him use the app and return to it. Afterwards, you need to update with new features which again will have an effect on his attitude, behaviour and your mobile results.

It is this key balance between user behaviour and brand results that is crucial to align when starting any mobile initiative. If you have ever wondered how to do this, we have the answer.

Customer Experience Workshop:

In essence, it’s a discovery process that helps organisations rapidly frame their mobile strategy and app challenges, and to formulate innovative and differentiated mobile experiences that meet customer expectations and deliver results for your brand. Service2Media suggests a half-day app strategy workshop to teach your team and your brand how to improve your bottom line mobile business results by changing your customer’s behaviour.

The workshop consists of a hands-on and step-by-step methodology which we introduce to organisations that are in the process of moving towards a mobile targeted business model.

App Business Case:
- What is a mobile customer experience and why is it valuable for your app success?
- What are the areas of opportunities and challenges, and where can we add value for us and our customers?
- What is a feasible business case?

Watch the video to get inspired. Please join one of our classes or arrange one for your own company.It’s completely free, and without any charges or commitment from your side.

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What is your iBeacon business idea?

Hand in your most creative business concept for beacons that would contribute to the customer experience or success of your company. The most fun, meaningful or innovative concept will be selected and will be rewarded with a free prototype! Please email your concept and contact details to Arjo van Oosten before the 10th of July 2014.

World Cup iBeacon Memory Game:

Do you need some inspiration? Service2Media has developed a World Cup iBeacon Memory game. The game is great for teambuilding, giving directions to visitors or for city-marketing. This video answers some of the most recent frequently asked mobile app questions: “How does Bluetooth LE work?” and “How to benefit from the use of beacons?”.

How to engage your audience using new technologies?

There are many possible use cases of iBeacons. The retail, travel and tourism industry are already actively experimenting with Beacons and bluetooth LE. Today we will showcase the use of beacons combined with a world cup memory game within the city centre of Enschede. Enjoy this short clip of the world cup memory game. This game can be used to inspire your team to think about the use of iBeacons for your company! The iBeacon memory game is just an example of how you can use beacon technology for new ways to engage with customers.

Bluetooth LE offers great opportunities for retail and service companies that would like to offer a customised in-store experience to their customers. Where GPS and RFID offer their own advantages, Bluetooth LE offers possibilities to send contextual messages to app users in or near the store or service desk. 

About Bluetooth LE:

Bluetooth LE stands for Bluetooth Low Energy and is part of Bluetooth Smart or 4.0. It has totally different use cases than Bluetooth Classic and Bluetooth HSFT. As it has low throughput, it can only handle a small amount of data. For this reason, Bluetooth Low Energy beacons have a battery life of up to 2 years. It helps to locate the user with a proximity profile or PXP profile, which is great for the indoor positioning of both active and inactive app users. It is brand new functionality on iOS7 and Android 4.3. 

Beacons: Large reach, Great Flexibility:

Beacons can be any shape or size, even your phone or tablet can be a beacon. Beacons can be placed everywhere and do not need any network connections, they work completely autonomous. Beacons have a reach of up to 50 meters. Multiple beacons can be used for indoor positioning.  Lastly, beacons can be battery operated.

Bluetooth LE Service Case:

The use cases for bluetooth LE are limitless. Examples can be made for retail, service desks, public institutions and healthcare. Start with your end-user: your customer, a civilian or an employee. Think of what information would be beneficial for your users to receive at every single phase or step the user makes in a service delivery process. The timing and location of the message are just as important as the content of the message. Airline Case for Bluetooth LE: For airlines it is very easy to illustrate the advantage of beacons with bluetooth LE. Happy passengers are the ones, who have not been rushing to find the right gate or who managed to spend their waiting time shopping or surfing the internet near the gate. Bluetooth LE instantly pushes additional service messages to the right passengers at the right moment.  Before, during and after the flight, the airline can remind the traveller of certain steps or possibilities. This can help the traveller to navigate faster to the airplane or encourage the traveller to make use of Wi-Fi or shopping possibilities.  

Although customers don’t give security a lot of thought in day-to-day interactions, app security and privacy is not a need, it’s a necessity.

The way that news is consumed is changing, business models are changing and traditional newspapers are competing with live news and new formats on the mobile.

Just as the Web disrupted print, Mobile is disrupting the traditional web. People want news: instant, anytime, anywhere.

News has several challenges: they have multiple labels, multiple languages and limited budgets or a way to monetize their app initiatives.

Custom development is expensive and inefficient. Service2Media’s news solution takes live news to mobile, offering an alternative next to custom development. The app offers a comprehensive feature set, great user experience and productised quality. The solution is future proof, easy to integrate with your content management systems and most of all: it is efficient: it can be rolled out to all your labels, languages, multiple devices and OS’s. It is the perfect solution if you are looking to balance a great user experience with the TCO of your app portfolio.
Gulf news, Wegener and NDC have already chosen Service2Media’s News Solution.

Watch this video of the Wegener solution.

Are you interested in a personal web-ex with our news and media consultant? In this personal 30 minute web-ex we can demo the news solution and showcase our work with Gulf News and Wegener.

Welcome to service2media’s channel of frequently asked mobile questions.

Today we are going to zoom in on the Windows Phone. The Windows Phone platform might have had a slow start, but it’s finally starting to make significant ground on Apple’s iOS and Google’s android platform and now has almost a combined 10% market share across great Britain, Germany, France, Italy and Spain.
In our experience there is a lot of misunderstanding why developing apps for Windows Phone is a different challenge for app designers & developers. It’s just another operating system like iOS and Android, right?

Well, yes, but there are some hard wired user interface behaviours that makes creating apps for Windows Phone a whole new ballgame.

To explain how Windows Phone apps behave differently from other operating systems we created a clip for you. It shows the Gulf News app navigation, menu, flow and options on WP compared to iOS. Enjoy and please don’t hesitate to reach out to us when you have any questions.

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