R2i State of Mobile App and Web: Tips and Trends to Building a Solid Mobile Process
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Transcript of R2i State of Mobile App and Web: Tips and Trends to Building a Solid Mobile Process
Presentation Details: R2i State of Mobile: Tips and Trends to Building a Solid Mobile Process
Presenter: Wayne Chen, VP of Mobile, R2integrated
Presented To: IFIC Science Communication Summit
Exercise
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Dyna Tac 800x iPhone (Original)
Mobile 1983-2007
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Smartphones and Tablets
Mobile Topics
1. Mobile Hype 2. What is an App? 3. Mobile Figures 2011 4. OS Trends 2011 5. 15 things to Know and Do in Mobile 6. Best Mobile Process 7. Mobile Analytics 8. Alternatives to an App 9. Best Mobile Practices
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Mobile Hype
16,000,000,000+ downloads
• Apple accounts for 71% of all app downloads
• Apple has 365,000+ apps • Android has over 265,000+ apps • Blackberry has 25,000+ apps • Windows has 12,000+ apps
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2008-2011 U.S. Top 8 Mobile OS Trend
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Year iOS Blackberry Android Samsung SymbianOS Playsta9on webOS Other 2008 56.04% 0.00% 0.00% 16.68% 0.00% 8.23% 0.00% 10.76% 2009 57.90% 16.40% 6.16% 5.99% 1.27% 2.20% 7.40% 5.19% 2010 38.31% 31.45% 18.71% 4.50% 2.19% 1.22% 1.09% 1.39% 2011 36.47% 23.98% 29.89% 2.82% 1.69% 2.69% 5.40% 1.31%
Mobile Figures 2011 • 100+ million iPhones
worldwide-6/07 • 75 million iPod Touches
worldwide-6/09 • 20 million iPads
worldwide-4/10 • 650,000+ mobile apps • 100+ million Android phones
• Average Smartphone user spends 667 minutes a month using apps
• iPhone/Android owners own an average of 15 apps
• 9 out of 10 consumers are aware of the iPad
• 82 Tablets expected to come to market in 2011
• Android: 31% • Apple: 27% • RIM: 25%
Mobile Google BlackBerry Apple iPhone Palm WebOS Symbian OS Windows Mobile
1. Mobile Friendly Website (Every Site): Site renders ‘as is’ 2. Mobile Optimized Website (Optional $): m. ‘dot’ site, I/A and Mobile
Content 3. Branded Mobile App ($): Info based, Syndicated Feeds, Media Services 4. Custom Native App ($$$): Unique functionality
Mobile Friendly Website
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• Platforms • Technology • Design • Content
Mobile Engagement Rating: 1.5 out of 5 stars
Stuytown
Mobile Optimized Website
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• Platforms • Technology
Mobile Engagement Rating: 2.5-4 out of 5 stars
RechargeYourYard RoseNYC
• Design • Content
What is an App?
Definition A computer software designed to help the user to perform singular or multiple related specific tasks on a mobile device.
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• Books • Business • Education • Entertainment • Finance • Games
• Navigation • News • Photography • Productivity • Reference • Social Networking • Sports
• Healthcare & Fitness • Lifestyle • Medical • Music • Travel • Utilities • Weather
15 things to Know and Do in Mobile
1. Do you have time? 2. Mobile development is Different 3. Initial App Research 4. Ideal Minimum Investment Cost 5. Mobile Hype vs. Business Goals 6. Measuring App success 7. Demographic Targeting 8. Marketing Strategy and Budget 9. Supporting the app 10. Dedicated Project Manager 11. Available Data 12. Interview Vendors 13. Fixed Price vs. Time & Material 14. Consider Alternative 15. Calculated Risk & Analysis
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Branded Mobile App
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• Platforms • Technology
Mobile Engagement Rating: 4 out of 5 stars
1st Mariner Bank SourceFire
• Design • Content
Custom Mobile App
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• Platforms • Technology • Design • Content • Consumer & Enterprise
Mobile Engagement Rating: 4 -5 out of 5 stars Forbes Meguiar’s
Serve In Touch Ministries
Mobile SRS
Business Requirement
Audience
Platform
Data Storyboard
Acceptance
Features
Analytics and Reporting
R2i’s Mobile Process
Mobile App: Modern Requirement
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To App or Not to App
App: The Ideas
Ideas to Paper
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• Document it • Investment Check • Expert Consultation • Initial Risk • Complete Buy-in
App: The Business
Strategy, Strategy and Strategy
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• ROI • Educational Factor • New Users • New Sales • Marketing Strategy • App Productivity • User Satisfaction
App: The Audience
Who’s Who
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• Stakeholders • Advertisers • Competition • Target Users
App: The Features
Worth its Weight in Gold
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• Push Notification • Analytics & Report • Advertising • Commerce • Social Media • Location-based • Real-Time • And etc
App: The Platform
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• iOS • Android • RIM • Windows Phone 7 • And etc
The Phone(s) Matter
App: The Storyboard
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• Wireframes • Pixel Perfection • Style Guide • Interface Guideline • Navigation
User Experience is King
App: The Data
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• Content Source • Feed Access • Formatting • Mining Data • DB Integration
Content Driven
App: The Acceptance
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• Key Performance Indicators • Success Factors • Acceptance Criteria
Evolving with your Audience
Mobile App
Iterative Design
Iterative Development
Agile Marketing
QA & Testing Deployment
Mobile Analytics
Project Support
R2i’s Mobile Development
App: Evolution
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• Versioning • Digital Marketing • Analytics • Feature Upgrade • Marketing Strategy
Evolving with your Audience
App: Mindset
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• Timeliness • High priority • Strong support • Analytics • Desktop thinking • Outsourcing • Team work
New Media Attitude
Food for Thought
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• Consumer Apps • Education & News • Entertainment/Games • Social Sharing • Location Based Services • Brand Loyalty • Diet & Fitness • Augmented Reality • Near Field Communication • Enterprise Apps
• Supply Management • Sales/ Training/Operations • Executive Widget • Green Initiative • Real-Time Communication • Commercial Marketing • Mobile Clouds
Calorie Counter Epicurious
FoodSpotting RedLaser
Q&A
Visit R2i Mobile
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bit.ly/r2iStateofMobile
Works Cited 1. "Apple Dominates Apps, But Google Gaining - Appedia." Appedia - News and Insight on Mobile Apps and Software. Appedia.com, 11 Mar. 2011. Web. 24 May 2011.
<http://www.appedia.com/news/2264.html>. 2. Etherington, Darrell. "Infographic: The Selling Power of the IPad." Weblog post. GIGAOM. GIGAOM.COM. Web. 04 Feb. 2011. <http://gigaom.com/apple/infographic-
the-selling-power-of-the-ipad/>. 3. Jade, Charles. "IPod Touch Now Outselling IPhone: Apple News, Tips and Reviews «." GigaOM · Tech News, Analysis and Trends. GigaOM. Web. 23 May 2011.
<http://gigaom.com/apple/ipod-touch-now-outselling-iphone/>. 4. Malik, Om. "The Economics of Attention: Why There Are No Second Chances on the Internet : Tech News and Analysis «." GigaOM · Tech News, Analysis and
Trends. GigaOM, 29 Mar. 2011. Web. 23 May 2011. <http://gigaom.com/2011/03/29/the-economics-of-attention-why-there-are-no-second-chances-on-the-internet/>. 5. Mindlin, Alex. "Using Phones, but Not to Talk or Surf." New Yorker Times. New York Times, 6 Mar. 2011. Web. 23 May 2011. <http://www.nytimes.com/2011/03/07/
business/media/07drill.html>. 6. Munchbach, Andrew. "Forrester Research: Over 82 Million Tablet Users in U.S. by 2015." BGR. BGR, 4 Jan. 2011. Web. 23 May 2011. <http://www.bgr.com/
2011/01/04/forrester-research-over-82-million-tablet-users-in-u-s-by-2015/>. 7. Ogasawara, Todd. "Apple All-Time Mobile Sales: 100+ Million IPhones. Nearly 20 Million IPads - SocialTimes.com." SocialTimes.com - Your Social Media Source.
Social Times.com, 21 Apr. 2011. Web. 23 May 2011. <http://socialtimes.com/apple-all-time-mobile-sales-100-million-iphones-nearly-20-million-ipads_b58881>. 8. Parr, Ben. "100 Million Android Devices Now Activated [STATS] - Yahoo! News." The Top News Headlines on Current Events from Yahoo! News. Yahoo News, 10
May 2011. Web. 23 May 2011. <http://news.yahoo.com/s/mashable/20110510/tc_mashable/100_million_android_devices_now_activated_stats_1>. 9. Ricadela, Aaron. "Apple IPad’s ‘Buzz Saw’ Success Cuts PC Sales at HP, Dell - Bloomberg." Bloomberg - Business & Financial News, Breaking News Headlines.
Bloomberg, 18 May 2011. Web. 23 May 2011. <http://www.bloomberg.com/news/2011-05-18/apple-ipad-s-buzz-saw-success-cuts-into-pc-sales-at-hp-dell.html>. 10. Savov, Vlad. "Google Reaches 100 Millionth Android Activation, 400,000 Android Devices Activated Daily." Engadget. Engadget.com, 10 May 2011. Web. 23 May
2011. <http://www.engadget.com/2011/05/10/google-reaches-100-millionth-android-activation-400-000-android/>. 11. StatCounter Global Stats - Browser, OS, Search Engine including Mobile Market Share. GS StatCounter. Web. 23 May 2011. <http://gs.statcounter.com/>. 12. Tech-Buzz.net. Tech-Buzz.net. TechBuzz - Tech Tips, Mobile Apps, Web Apps and Other Know Hows. TechBuzz. Web. 23 May 2011. <http://tech-buzz.net/wp-
content/plugins/wordpress-toolbar/toolbar.php?wptbto=http://blog.shoutem.com/2011/04/21/infographic-the-state-of-mobile-app-world/>. 13. Warren, Christina. "Apple Sells 100 Million IPhone Units." Social Media News and Web Tips � Mashable � The Social Media Guide. Mashable, 2 Mar. 2011.
Web. 23 May 2011. <http://mashable.com/2011/03/02/100-million-iphones/>. 14. WebTrends. WebTrends. Measuring Adoption, Realizing Returns in Mobile. WebTrends. Web. 04 Mar. 2011. <http://www.webtrends.com/Products/Analytics/~/media/
Brochures/Brochure-Mobile-Analytics.pdf>. 15. Zeman, Eric. "IPad Owns 82% Of U.S. Tablet Market -- InformationWeek." InformationWeek | Business Technology News, Reviews and Blogs. InformationWeek, 6
May 2011. Web. 23 May 2011. <http://www.informationweek.com/news/personal-tech/tablets/229402946>.