International competition in the smart phone applications market can be described as intense. With the vast number of companies and individuals that design smart phone apps on the rise, and with an increasing number of smart phone users worldwide, the number of potential individual and business customers continues to grow. Reaching this vast marketplace in a manner that cuts through clutter constitutes the primary challenge for many app designers and marketers. Two smartphone applications, MyBabyBio and MyLifeBio, have recently been introduced into this competitive market. The founder of the company and developer of the apps, Chris Bianca, had previously worked for a major British online grocery retailer but decided to establish his own company in 2016. He is an international entrepreneur following a business strategy approach that could be described as born global.

MyBabyBio and MyLifeBio apps were developed with an intention of responding to consumers’ fears over online privacy. Recent research shows that social media users share less personal information now as Facebook has recently discovered (Griffin, 2016). Users move to other social media sites such as Snapchat or Instagram that offer stricter security. Some parents decide to not share photos of their children online altogether (Kelion, 2017).

The creator of the apps intends to capture this sceptical audience of parents who are very concerned about sharing their family images online. The company intends to promote the apps in an international market, initially in English-speaking countries and later expanding into other markets after implementing necessary changes.

The founder has carried out some market research in the UK, and learnt that consumers generally liked the idea of MyBabyBio as it provided better security for sharing photos and videos of children with other users of the application. MyLifeBio has not attracted as positive reviews because it has been seen as very similar to already existing apps and websites such as Facebook. The founder of MyBabyBio hopes that his idea will attract enough users to generate substantial income mainly from in-app purchases such as personalized family photo albums, photo frames or tote bags. His hopes are supported by the evidence that app users are more willing to pay for in-app purchases than for downloading the apps themselves.14 Promoting and convincing individuals to use new apps may be challenging because although users are concerned about their digital privacy, they do very little to change their online behaviors (Chamorro-Premuzic and Nahai,

2017). Hence, persuading potential consumers to use an app such as MyBabyBio may be difficult, especially when they have to pay for it. Although some consumers are willing to pay for apps that matter to them, the majority of mobile apps that make profit are gaming apps.

MyBabyBio has been so far advertised on Facebook and in local parenting magazines in the UK. These efforts raised some product awareness and led to 300 consumer registrations and application downloads. Research shows that many consumers install applications on their phones but in most cases very few use them (Tiongson, 2015). The founder is hopeful that further promotional activities in the UK and abroad will attract more users and the app will start generating income.

MyBabyBio Twitter Image.

Questions

1. Conduct an analysis of competitors and assess the international market feasibility of the two apps mentioned in this story.
2. Prepare a marketing communications brief for a global marketing communications agency detailing the problem, aims and objectives, and prepare a budget for a promotional campaign for one or more target countries.
3. Prepare a globally integrated marketing communications plan to promote the two apps. Which countries would you target?
4. How would you use traditional advertising with nontraditional marketing? Which nontraditional marketing communications program would you employ?
5. Propose a set of advertising appeals that you would use in a standardized advertising campaign for the MyBabyBio app.

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No, these do not need to be made public... I need to get a job one day! https://mybabybio.com