Why the Home Screen Delivers More Than User-Installed Apps -- Jon Jackson

Letamp8217s consider for a moment four seemingly unrelated data points from the mobile ecosystemamp183 A recent study by Nielsen mobile shows that we spend 26 percent of our time on mobile devices interacting with its home screenamp183 Research done by Flurry shows that unlike TV or Tablets use of mobile is more constant throughout the dayamp183 Findings from Arbitron showed that Mobile Posseamp8217s home screen application inspired more sessions per month 881 than even Facebookamp8217s app 738 and Gmailamp8217s 443amp183 The chief research officer of Time Inc who labels use of mobile phones as amp8220found timeamp8221 recently was quoted as saying amp8220Smartphones no matter how appfilled and multimedia they are are still generally used outside the home and for very specific pragmatic functions usually in short bursts of timeamp8221Are these really all that unrelated Iamp8217d suggest that they arenamp8217t Itamp8217s likely that theyamp8217re all very closely linkedObviously theyamp8217re all related to mobile handset usage but beyond that theyamp8217re related to how consumers use their mobile handsets Per the Flurry stat they are used throughout the day unlike TV thereamp8217s no specific amp8220prime timeamp8221 for mobile handsets Even tablets are still relegated to leisure time for most consumers but the mobile phone is allpurpose Itamp8217s used heavily both throughout the workday and during the offhours even if the majority of that usage is away from homeMuch of that time on mobile handsets is spent on the home screen That screen which we all customize to feature our mostused apps and widgets has essentially become mission control If youamp8217re anything like me you use it to check the time check the weather look for critical news alerts or just to see if any messages have come in over the last five minutes Itamp8217s no wonder we spend more time there than on any other app or screen on our handsets amp8211 26 percent of all time on mobile per the Nielsen stat aboveWith all that time spent on the home screen youamp8217d think that marketers from all sides would recognize that this is a far better opportunity than the crowded app space The average retention rate for a mobile app is 35 percent after 90 days amp8211 or to look at that another way app usage drops off by 65 percent after three months And that is just measure as one user per month So while companies are clamoring to build and market apps itamp8217s clear that building an app is no guarantee that consumers will download it much less use it habitually Instinct tells me that with the amount invested in building and marketing apps most marketers are banking on more than three months of usageThe mobile home screen is the prime real estate Itamp8217s the beachfront amp8211 desired beloved and uncrowded This is where publishers need to be Itamp8217s where consumers will want to see the latest sports scores political news and royal births Itamp8217s also a place where consumers might appreciate highly relevant special offers and invitations amp8211 but only if theyamp8217re done respectfully Consumers want to be empowered and delighted but they never want to be annoyed So if youamp8217re ESPN consumers will welcome reminders to stream tonightamp8217s game and be delighted by presale events to see their local teams but they will be annoyed by reminders to watch teams they donamp8217t follow They may even be delighted by occasional offers from your advertisers if theyamp8217re highly relevant and valuableThe home screen can be your gateway to better consumer engagement We cited that Arbitron stat at the beginning of this article that showed that the Mobile Posse home screen application inspired more sessions per month 881 than even Facebookamp8217s app 738 and Gmailamp8217s 443 Weamp8217re not trying to blow our own horn here of course although weamp8217re admittedly pretty stoked by these numbers What we want to draw attention to is the fact that the home screen deserves your consideration When the conversation around amp8220app versus mobile siteamp8221 begins for the millionth time start considering the home screen as a better optionAs Founder and CEO Jon Jackson provides the vision and leadership behind Mobile Posse39s mission to create a revolutionary and trusted mobile channel through the active idle screen Jon envisioned a proactive mobile delivery channel equally wellsuited to the needs of carriers content providers and brands In response Mobile Posse developed a turnkey mobile delivery platform which activates the phone39s idle screen to seamlessly deliver advertising and CRM messages while ensuring a superior experience for end users Advertisers use the platform to deliver fullcolor interactive and timely mobile advertising messages to consumers Carriers rely on the platform to keep their customers informed about wireless products and services and to enhance the overall customer experience Through industryleading consumer engagement rates and proven technological leadership Mobile Posse is defining the next generation of mobile marketing and mCRM Jon brings more than 17 years of strategic operational and technical leadership experience to Mobile Posse from recognized companies ranging from a major Internet powerhouse to a television cartoon studio Prior to forming Mobile Posse Jon spent over 8 years in a variety of management and technical roles at AOL as the company brought interactive advertising into existence Jon was a key member of AOL Mobile where he was charged with creating the mobile expression for leading AOL products Jon was also a member of the management team of the AOL Greenhouse the first Internet incubator The AOL Greenhouse was instrumental in the launch of top Internet properties like The Motley Fool CBS SportsLine Travelocity and iVillage Previously Jon was the CTO of Frederator producers of the Emmynominated quotThe Fairly OddParentsquot and quotChalkzonequot A recognized expert in interactive advertising and new product development Jon has also provided management and technology consulting services to companies like HBO Viacom and PRIMEDIA Jon holds a BA in English Composition from George Mason UniversityCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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