[ Applause ] >>Patrick Mork: Thank you. It's great to see

everybody today. Welcome to the marketing session of apps marketing 101 for developers

for Google Play. Delighted to see everybody here. It's been

a pretty amazing day, at least to say it's been a surprise, it's been full of surprises

even for some of us on the marketing team. It's been really exciting.

20 billion app downloads, of course, on Google Play. One and a half billion downloads every

single month. And, of course, the source of a lot of those revenues, as you've seen from

some of the previous sessions, in application billing, of course, being on a tear.

We're going to talk to you about marketing today, spend a couple of minutes on how we

market the store and your apps to consumers, which I think could be of interest to a number

of you, and then talk about app marketing in itself, what is app marketing all about,

how should we do it? What kind of frameworks can we share with you and what kind of tools

can we share with you? Let's think about marketing for a second.

And probably some of you out there in the audience have heard of the famous four Ps.

Who's heard of the four Ps? Okay. A couple people.

Well, let's talk first of all what the four Ps are not.

Please, please, please, please download my application. Please, please, please buy my

app. Yes, you can do marketing that way, of course,

it's not the most effective. But we're going to talk about all the tricks in the books

that have to do with marketing, including the real four Ps which we'll get to in a minute.

One of the things I want to share is a little bit our friendly neighborhood checklist for

what it is to do marketing when we're talking about apps.

So if your eyes do kind of start glazing over at this point, it is 4:00 in the afternoon.

It's been a very exciting day. Don't worry. The presentation is going to be available

offline. And we'll have versions for you to download, especially of this particular slide.

What we're going to talk about is basically our apps, our business models, how to promote

applications, and how to distribute applications. And what we've done, actually, for all you

developers in the house to make this even easier is we've kind of color-coded everything.

So, basically, if you're a new developer or you're a developer who don't potentially have

a lot of experience developing or marketing applications, then there's a lot of this is

going to be new to you, especially the stuff in blue, which is the basic stuff on marketing

that you should be looking at. If you're already a little bit more advanced or an intermediate

developer with some basic marketing experience, you're going to want to look at all the things

that are highlighted in green. And, of course, for those of you who have

been really successful, or some of the larger developers who are making some money on Android,

which is always great news to hear, then a lot of the color coded stuff in red is advanced.

But before we go into the actual nuts and bolts, let's play a little video which gives

you a good idea of how we actually market apps to consumers.

This is gears and premiers exclusively at Google Play.

[ Video. ] >>> Suppose you buy an app on your computer

to send to your smartphone. You might need a cable to transfer it from one to the other.

And if you want it on your tablet, you need to transfer it again.

Suppose you used Google Play. You can buy an app on your computer and send

it to any of your Android devices instantly, with no cables.

Because Google Play makes your apps available anywhere, so you can enjoy them everywhere.

Google Play, your entertainment all simply here.

[ Video concludes. ] >>Patrick Mork: So this is kind of a little

bit just an example of how we're actually getting out there and really starting to market

applications on your behalf and going out and talking to consumers.

I think it's also worth sharing a little bit what are the other kinds of things that we're

doing to market Google Play. In particular, one of the things that's worth sharing with

all of you in the room and all of the people in our international audience who are live

streaming this today, is just how much effort is going into marketing the store.

In the first six weeks of launch alone, we did over 5 billion impressions to consumers

all over the world. Not to mention a lot of the other advertising that you may have seen,

for example, seeing Google Play available on the nav bar across all our Google properties.

Or a lot of the emails in CRM that we've been doing or a lot of the work that we've been

doing with partners. The advertising effort on behalf of the team

at Google Play and the marketing team has been nothing less than spectacular over the

past couple of months and is only going to grow and accelerate over time.

More importantly, though -- and this is really kind of, like, a big callout to all of you

in the room and to awesome of the developers who have supported us, as Hugo said in his

keynote -- is there's been a lot of love from the developer community, there's been a lot

of support from all our content partners, whether that's game developers, app developers,

books publishers, music labels, and movie studios. Really, kind of the feedback that

we've gotten from the community, from all our partners, has been tremendous. And has

really also helped accelerate the awareness of consumers of what Google Play is and as

a destination to get all the things content for their devices. So this has been amazing,

and we really thank you for that. But let's get to the nitty-gritty. Let's get

to the stuff that we're really interested in and excited about. And that is, how do

we actually market apps? Well, one of the ways that we look at things

at Google, and we encourage our partners to do the same, is really this very simple matrix

that our CMO, Lorraine Twohill, has come up with, which really guides the essence and

philosophy of marketing at Google. And that is really understanding users, building magical

experiences -- which in this case is you guys building magical applications -- and then

really connecting the two. So let's take a really kind of bizarre but

fun and specific example of how that works in reality when we talk about apps.

Let's say that you're a carpenter. Or you're doing DIY in your house. And you're fixing

chairs and you're hanging frames up on your wall and you're maybe adjusting beams, you

know, in your house and you're doing all sorts of work in your house. Well, how cool would

it be if when you're putting that frame up on the wall, the one that you kind of like

have to ask your wife to sit 50 meters behind you to tell if you it's crooked or straight,

how cool would it be if you had a little application that could do that for you? Like Ben Zibble's

bubble app. I could fire up my bubble app and place my phone on top of that frame and

see if the frame is perfectly aligned or not. Saves me a lot of time. Makes my life easier,

and to some extent as well, it's kind of a magical experience.

The point is that applications are either enhancing our lives or making our lives more

productive, or they're entertaining us. And they do it in such a way that really has a

magical quality and component to it. And our role as marketers and your role as

marketers is, how do we connect those two. How do we connect the magic of the apps that

we build with, essentially, an entertaining experience for a consumer or a productive

experience for consumers? But, really, before we actually get into the

nuts and bolts of the four Ps themselves, let's talk about research for a minute. Because

when you talk about users, it really starts with research. Before you even write that

first line of code, you really have to understand who your consumers are, what they're doing,

how they download apps, where they download apps, and how they consume and use those applications.

And, really, it's a lot simpler than would you think. People always think, oh, research.

They think about IDC or they think about Nielsen or they think about tens of thousand of dollars

spent on research. It's really not that complex or that expensive.

The way we break it down, for example, is we look at quantitative versus qualitative

research. At its very basic level, your quantitative research is basically when you go out and

you do extensive questionnaires and you survey thousands of different consumers or hundreds

of different consumers. And you're asking the basic questions that you're trying to

get answered. How often does this consumer download applications? What kind of handsets

are they using? How much per month are they spending downloading applications? How long

are they spending in an application session? You're really trying to understand kind of

the macro, broad picture of consumer demographics and habits and consumption to guide the development

philosophy for your application. Then, of course, as you start building your

application, you get near that famous milestone, that first milestone of having a beta or an

alpha, then, really, it's about qualitative research. And qualitative research can take

a lot of different forms, like focus groups, for example. Or screen focus groups, or just

sitting down with a bunch of people that you may or may not know that well around pizza

and beers and trying to understand what they think of your app. And this is really the

in-depth part of the market research, which is where you're really trying to understand

how's the consumer using my app? How quickly does my app load? What kind of features do

they like? How easy is the UI to navigate? And what kind of features could enhance the

application? Or better yet, what features should I remove because the consumers simply

don't either get the features or they don't really use the features?

The best news about research and its ability to guide our development philosophy, as I

said earlier, is that it's neither that expensive or that time-consuming. You can start right

now and you can do research online. You can go, for example, to google.com/insights, put

together three simple questions, survey 1500 consumers and get answers in three to four

days at less than $1,000. On the quantitative side.

And your focus groups -- again, this is something you just need to know enough people that you

can get together groups of people and spend an afternoon brainstorming and getting feedback.

It's really not that hard and there's a lot of tools available to do that.

And now introducing the real four Ps. So how did the real four Ps influence our marketing

and our thinking around app marketing? Well, of course, when we talk about the real

four Ps, we're talking about product, which is our app. We're talking about price, which

is our business model. We're talking about distribution, which ends up being how many

devices are we covering? What operating systems are we developing on? And what channels within

those operating systems are we distributing on?

And lastly, we're talking about promotions, which can be anything from the type of assets

that we build, the thumbnails, the screen shots, the assets, the videos, our banners,

search ads, all the kind of tools that we would use to promote our applications.

So talking about product, and I love this analogy, and it's actually even better to

use this analogy at 4:00 in the afternoon, because by that point, I know most of you

people have eaten, so you're not starving, and you won't just run out of the room when

you see all this stuff that's on the slide. But truth be told, the way I look at it is

it's about snacking versus feasting. Right? So around 4:00 or 5:00 in the afternoon, like

right now, you might have a little hunger. You might want a little something to snack

on. So you grab, you know, a Snickers bar or you'll grab a bag of chips. And you open

that bag of chips, and you will push your hand into the bag, and you will take out one

or two chips. But you're not going to put your hand in and take all the chips out of

the bag and stuff them in your face. Well, some people might, but you probably won't.

It's really something that you do just to kill the hunger at that particular point in

time, versus, of course, feasting, which is what's going to happen around 11:00 or midnight

tonight after you've been hearing Paul Oakenfold and you're starving and you need about five

courses. Totally different experience. Why am I using this example? Mobile app usage

and mobile app consumption is all about snacking. It's not about feasting. If you look at the

research, the research that we see and the research that's publicly available will tell

you that on average, consumers are spending probably around an hour and a half per day

using apps. So what does that tell us? Well, that tells us that if they're spending about

an hour and a half per day using apps, and they've got maybe 30 apps on their phone,

of which they use ten frequently, well, they're probably going to use your app no more than

nine or ten minutes a day. Sounds obvious. But what's the implication for product development?

There's a couple of implications. The first implication is that if I'm -- as

a consumer, I'm using my favorite app, and I'm using it for five minutes a day, if I

get a notification from you that says that I need to update my application, activate

my Wi-Fi, and download two gigabytes of files -- well, maybe with smart apps, now that's

going to be easier. But that still kind of goes against the philosophy of snacking. Why

am I going to spend five minutes downloading a file when I'm using the app maybe nine minutes

every single day? It has implications in terms of the load speed;

right? If I'm getting on a bus and I've got two stops and I want to check my sports scores

or I want to see what the weather's like in London -- we know what the weather's like

in London -- but if I want to see what the weather is like in London, I don't want the

application to take 20 to 30 seconds to load. I want to dip my hand into the experience,

dip it out, get my information, thank you very much, and I'm done.