UBER: Loin derrière dans votre rétroviseur

Comme vous l’avez peut être déjà lu, nous venons de lancer le programme dernière génération de l’entreprise de taxi business-class la plus considérée à Londres, Addison Lee. La première chose à laquelle vous penserez en lisant “parrainage” et “taxi” est bien entendu Uber : notre intention n’est en aucun cas de dupliquer leur programme de parrainage, mais bel et bien de l’améliorer. Si vous pensez que c’est une prise de parti optimiste, prenons un peu de recul et examinons leur programme en détails. Vous serez surpris de constater qu’il n’est pas aussi irréprochable qu’on le croit. Mais avant tout posons le contexte !

La croissance spectaculaire d’Uber via le parrainage

Retour en 2012, si vous croisez un londonien et lui jetez le mot “Uber”, il regarde probablement autour de lui à la recherche d’un grand tatoué. Aujourd’hui Uber va célébrer son 5eme anniversaire ici à Londres, tout le monde sait pertinemment qu’il s’agit de la compagnie de taxi qui pèse 50 millions, et que vous avez vous aussi tenté de diffuser votre code parrain dans l’espoir de bénéficier d’une course gratuite.

Le parrainage est l’une des


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Exclusive: Black Friday plans from some of the world's biggest brands

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Last year's Black Friday took everyone by surprise. Not only did retail records get smashed faster than a discounted coffee maker being beach-balled around a store by MANIAC SHOPPERS, those retailers who didn't get their plans in place repented the error of their ways by planning a long and fruitful retirement begging for change in the nearest gutter.

No one's going to make that mistake again this year. But, this time, it's not about what you offer customers (uh... discounts, obviously - that's kinda the point), it's about how you're going to make your Black Friday / Cyber Monday event stand out among a million identical campaigns from your rivals. (Hint: that's hulking great banner saying '50% OFF' probably ain't gonna cut it when the shop down the road is already getting some make up that scream '75% OFF', and the big box store across town is seriously contemplating 'ALL THE MONIES OFF!'.)

"When everyone advertises the same message the same way, we're all going to get seriously jaded seriously quickly."

It's kind of a no-brainer that, when everyone advertises the same message the same way, we're all going to get seriously jaded seriously quickly. So the smart money's on


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Beware the Zombie App! The Zombie Escape Strategy

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A simple guide to breathing life back into an app by getting your users to drive downloads and usage.

Apart from stars like Uber, Angry Birds, Facebook, and Draw Something etc. the plain truth is that most apps are inescapably destined to join the ranks of the ‘living dead’ languishing unfound and unloved among over a million competitors in the Apple Store and Google Play. Even those that are found won’t be downloaded and the privileged few that make it to a smartphone are often forgotten and uninstalled after a few months of neglect.

In other words, they will be zombies until you finally apply the mercy blow and remove them from the App Stores.

Let’s start with a few zombie stats:

  • Localytics found 20% of apps were opened only once during the first six months of ownership
  • In 2013, Stardust found between 41-69% of apps in App Stores had less than ten reviews and had never been updated.

That makes pretty dire reading considering an app can take 7-12 months to build and average ‘ball park’ costs are between US$50-100k, including ongoing testing and updating (although Kinvey found that 18% cost as much as US$500k-1m)


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Analysis: How Amazon’s App Store Can Use Co-Buying To Overtake Google & Apple

Analysis: Amazon’s App Store Is On The Cusp Of Overtaking Google & Apple

If phones were cars, the screen would be the dashboard, the CPU would be the engine, the battery would be the gas tank. And the apps? The apps would be the wheels. Without apps, you’re going nowhere. With them, the world’s your oyster.

That’s why the global app market is already worth $27 billion – a massive figure that’s set to grow by 30% within the year. That’s why the world’s most popular app, Facebook Messenger, has over 700 million users. And that’s why each and every one of us has about 22 apps on our phones (in fact, if you’re an Apple muncher, that’s likely to be more like 37).

You’ll know Apple’s App Store and Google’s Play Store, but our own favourite is Amazon’s Appstore for Android – a modest player comparatively, but one with massive potential and some genuinely innovative advantages over its behemoth rivals. From its Test Drive feature (where, thanks to Amazon’s cloud computing grunt, you can try an app out on your PC before you buy it on your phone) to that 1-click checkout with 14 years’ worth of ready-to-roll customers. Plus,


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Never, ever underestimate your customers

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We all worry. Will our customers get it? Will they know what to do? Will they know where to click? Have we made things as easy-peasy-lemon-squeezy as humanly possibly?

Well, get this.

The utterly wonderful One Laptop Per Child project recently dropped off a consignment of over 20 Android-powered Motorola tablets in an Ethiopian village where the locals had no reading and writing skills. "You won't even see printed labels or words on bottles," said OLPC's chairman, Nicholas Negroponte, "these people have never even seen words." The boxes were taped shut and contained no instructions and, not unreasonably, Negroponte thought the local kids would just play with the boxes and leave the tablets in the dirt.

But here's the thing...

Within four minutes, one child had figured out how to turn his tablet on (remember: he'd never so much as seen an on-off switch before).

Within five days, the children were using an average of 47 apps every day.

Within two weeks, they were singing ABC songs. In English.

And, within five months, they realised that the tablets featured cameras but they'd somehow been disabled. To solve the problem, they hacked the Android operating system to get the cameras working.


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