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Premier Inn to take advantage of Grapple app monetisation division

Premier Inn to take advantage of Grapple app monetisation division

Grapple, Europe’s leading mobile innovation agency, is expanding the breadth of its service with the launch of a new monetisation division, the first in the UK dedicated to helping businesses make more money from mobile. The agency has hired mobile expert Jason Barrett as Director of Monetisation to head up the new service.

Brands already benefiting from the new division’s services include B&Q,

with the implementation of a mobile CRM strategy to drive footfall to stores during key trading hours.

Premier Inn, the UK’s largest hotel brand, is also taking advantage of the division to help drive awareness of its new iPhone and iPad apps, and through a mobile CRM programme that drives repeat bookings and reduces basket abandonment.

The division will help clients realise the full potential of the channel as a tool for business transformation, and address the issues facing many brands, of low download numbers and low repeat, long-term usage. A recent Flurry Analytics report found app retention levels can fall sharply after the initial install – to 24% after 3 months and just 4% after 12 months.


Grapple will help both new and existing clients maximise ROI from their apps through:

1.  App Discovery
Cutting through the crowded app market place to maximise downloads through both organic and paid marketing.

2.  Retention
Minimising churn with the implementation of a managed-service mobile CRM programme.

3.  Revenue Optimisation
Increasing revenues through basket optimisation to increase the lifetime value of a customer.

Adam Levene, Chief Strategy Officer, Grapple comments, “Brands are now investing more than ever before in the mobile channel, but ineffective strategies for app discovery and retention are creating a real barrier to long-term monetisation. A division dedicated to maximising ROI is a natural evolution of Grapple’s business through which we will further drive commercial success for our clients.”

Jason Barrett, Director of Monetisation, Grapple comments, “I’m delighted to be joining the management team at Grapple. The mobile market is maturing rapidly and I’m excited to work with such an inspiring array of clients to increase ROI from the channel, and to create the most engaging user experiences for their customers.”

Barrett brings over twenty years marketing experience to Grapple. Previously he co-founded Samba, the ad-funded mobile broadband service, and before that he served as Agency Sales Director for Unanimis, later acquired by France Telecom. He was a member of the launch team behind Blyk, the pioneering mobile-network founded by former Nokia president Pekka Ala-Pietilä.

The launch of the new monetisation division follows the announcement in May of Grapple’s Insights Engine - the world’s first tool to provide branded app only mobile insights. The engine aggregates global insights derived from over 300 branded applications across 325 different smartphone and tablet devices to provide the intelligence that major businesses need to get the most out of the channel.