We are a creative design and engineering agency. We create elegant products to solve complex problems.

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Agenda

Why have a mobile strategy?1

AudienceEnvironmental FactorResponsive First Mentality

Understanding the role of mobileWebsitesAppsShake & Bake: Deploying on both platforms

2

3 How to get startedBuilding your planEngaging a ShopPost-Launch momentum

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Why Develop a Mobile Strategy?

Smartphones are the primary device for media and search

Number of Global Users (Millions)

2007 2008 2009 2010 2011 2012 2013 2014 2015

2,000

1,800

1,600

1,400

1,200

1,000

800

600

400

200

0

Mobile

Desktop

Source: comscore, Morgan Stanley Research

Its Already The Standard

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Your Audience

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The Future of Mobile

Emerging mobile devices like Smartwatches.

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Environmental Factors

Pipe Issue • Phones are limited by their connection speed

• Users are impatient, they will not put up with loading times

• You have 10 second before you lose their attention

• Google recommends a mobile loading time of 2 seconds

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Environmental Factors

Device Issue

• There is not a standard screen size, chipset or processor

• You need to build solutions that is adaptable on both UI and Content

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IPHONE

IPAD

CHROMEBOOK METRO TABLET

ANDROID TABLET

ANDROID PHONE

Importance of the API Layer

API

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Strategy: What are your business goals?

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Understanding Mobile

Most smartphone users download zero apps per month

The Uncomfortable Truth

Apps represent 50%+ of time spent on digital media

• Poor discovery features • On store cost per user/

download: $2.80-$3.00 • Majority of time is on the

user’s single most used app (Facebook, etc)

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Mobile Website vs Mobile App

Mobile Website = Reach You’re doing this to hit the largest audience

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Mobile Website vs Mobile App

• Content sharing nowadays shouldn’t require an app, fastest path is mobile website.

• Your website has to be responsive now to rank higher on Google.

• Cost of doing business, no longer optional.

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Mobile Website vs Mobile App

Mobile App = Rich Experience You know your audience (user & device) and the

goal of the app is a stand alone product or augment existing services.

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Mobile Website Vs Mobile App

• You need to invest in marketing and pushing the download to succeed.

• Users have decisions to make and your app is easier to lose: ‣ “Storage full” is a reality for

many people, the heyday of “all the apps” isn’t feasible anymore.

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Shake & Bate

Deploying on both platforms • Pinterest as an example • Allows app-free content

consumption & offer personalized app as well

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Mobile Strategy Examples

Goal: Reach

Goal: Rich Experience

Goal: Vocational

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Mobomo Examples

• Audience = US Tax Payers • News structured content • 508 Compliant • Work with existing web presence • Social

Mobile Needs

• Push Notifications • Camera • Storage • Authentication

Didn’t Need

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Mobomo Examples

• Double Traffic on mobile • Video is primary consumed on the phone • User satisfaction went up • Drupal Based

• Content can be used by other agencies, media outlets and social media

• Content is optimized for in-app browsers like Facebook and Twitter app

Responsive Results

Reach Goals

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Copyright © 2015 Mobomo Inc. All rights reserved. Confidential.

Mobile Needs• Gyroscope ( Balance ) • User Authentication • Offline storage • Audio output / Audio Recording • Camera • Push Notifications • Parental Tools • A Unique Experience - Game Time Pressure

Didn’t Need• Blog / News Content • Website Experience

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• Reduce Double Entry and Paper Reliance • Security • User Authentication • Camera • Image Annotation / Editing • GPS • Mapping Tools • Push Notifications

Mobile Needs

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• Real time audit information from the field

• Fleet management solution • No paperwork

Results

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• Define your MVP ( Minimal Viable Product) • Content = Consumable ( RSS2, XML Feeds) • In-house development or Engage a Dev Shop • Define Your Budget • Marketing / Launch Strategy • Feedback / Continuous Improvement

How To Get Started:Build Your Plan

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Building Internally

Technology Stacks • Swift / iOS • JAVA / Android SDK • Ionic ( Angular/Node) • PhoneGap / Cordova

Cost • Employee Cost • Does it provide the cost savings or revenue

to justify an internal team

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Engaging a Dev Shop

Keep in Mind • Does the shop offer

strategic planning? • Does the shop offer

design? • What kind of software

development is used?

Details • Scope of work • Timeline • Maintenance • Costs • Services

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• Optimize Visibility • Market It • Push Social Engagement • Stores have very poor

discovery features

• Track Analytics and Feedback • KissMetrics, MixPanel,

Google Analytics

Post-Launch Momentum:Prepare to Spend Money

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Resources and Dev Shops• Directories / Reviews

• clutch.io

• Bid Based • Upwork • Crew

• Shops • Yeti • Fueled • Y Media Labs • Mobomo

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Thank You!

Brian Lacey Malena LopezCEO Project Managerbrian@mobomo.com malena@mobomo.com

Thank You Gracias Merci Danke