FUTURE OF MOBILE = FUTURE OF EVERYTHING
Unleashing Mobile Potential
Presented by
Aga Rasyidi Sukandar
Digital Publishing & Mobile Apps Section
Product Management
In fact, this data set is telling us something big. It is telling us that consumers are
eagerly waiting for an innovative service that help them discover apps, content, and
services around them in a personalized way.
Studies show that today’s shoppers want personalized content, but there’s a fine line between personal and intrusive. Context is key.
Delivering a Positive Mobile Experience that’s User-Initiated
No Intrusion
•Do not want to be interrupted during their activities on Mobile – PWC China 2014
More Control
•Access to content any way they want is important to them. – Salesforce Mobile Beahviour 2014
What Users Want
Personalization Effects
Targeted Push
Messages
Content/News
Personalization
• Double open app rates
• Triple app conversion rates
• Increase page’s CTR
• Increase user retention and engagement.
73% of consumers prefer to do business with brands that use personal information to make their shopping experiences more relevant (Digital Trends)
Think Services not Product
Transforming Apps into Service
Identify Core Content
Treat as an “Object” that
easily handled within the Apps
Make it available through API
Apps as a Service
Floyd N. Piedad
Director for R&D
Stratpoint Technologies, Inc
Study Case : Instagram
Transforming Apps into Service
Artistic Images
Artistic Images that can be manipulated, integrated by other
apps
Make it available through API
Instagram as an Artistic Image
Service
Well, then, if we are not in the content business, what business are we in? Consider
journalism as a service. Content is that which fills something. Service is that which
accomplishes something. To be a service, news must be concerned with outcomes
rather than products. What should journalism’s result be? That seems obvious:
better informed individuals and a better-informed society.
This idea of outcomes-oriented journalism requires that we respect the public and
what it knows and needs an. It forces us to stop thinking that we know better than
the public. It leads us to create systems to gather the public’s knowledge. That this
was the key insight that led Larry Page and Sergey Brin to invent Google’s search
and business: They trusted the clicks of the users.
Study Case : PasangMata
Transforming Apps into Service
User Generated News Content
UGC News as a modular object.
Make it available through API + Map + Nearby
PasangMata is news service
apps
MasterCard and Mashable worked together to release a graphic-heavy article on how people use their mobile devices and how our relationships with our devices has changed.
• Fast Company typical content • Advertisement tag that easy to miss • The infographic’s use UPS’ brand colour. Reinforce content brand messaging in subtle way. • Selling UPS’ service in problem/solution format.
WHY IT WORKS?
PROGRAMMATIC NATIVE ADVERTISING
https://econsultancy.com/blog/66281-five-changes-programmatic-native-advertising-will-bring/
BE PREPARE…
MEASURING YOUR MOBILE APPS
http://www.clickz.com/clickz/column/2213378/what-you-should-know-about-measuring-your-mobile-app
Measuring Your Mobile Apps
• Apps are a different world than web, and
thus require a different methodology and set
of metrics.
• Regardless of the platform(s) your app lives
on or the tools you use to measure it, it's
critical to measure three key areas.
Acquisition : Where Do Users Come From?
• Acquisition metrics show you how people are finding your app and whether they're continuing to use it.
• Some of the key acquisition metrics to measure include: – New and active users : This will help you understand
if your application and marketing are successful at a high level.
– App store traffic sources : This data will help you refine your marketing activities to focus on the traffic sources that provide your highest quality users.
Acquisition : Where Do Users Come From?
• Cont’d:
– App versions : Knowing which versions are
being used will help you understand which
versions of your app need continued support
and which are safe to deprecate.
– Device overview : optimize the experience for
each device.
Engagement Metrics: Is Your App Sticky?
• Help you understand how users are interacting with your app so you can add more of what they like and remove what they don't. Key engagement metrics you should keep an eye on include:
– Screens : Determine how users move throughout your application by measuring how they move from screen to screen.
– User behavior : Assess how loyal your users are, how frequently they use the app, and the engagement level of each loyalty group.
Engagement Metrics: Is Your App Sticky?
• Cont’d:
• App crashes. Troubleshoot problems on
devices and operating systems by seeing
trends in crashes and exceptions.
Developers need to keep close tabs on app
crash metrics in order to understand and fix
problem areas.
Outcomes: How Does My App Impact the Bottom Line?
• Identify the metrics that show the business value your app has created, and amplify the areas that are showing the most value. This include:
– Goal conversions : Set up conversion events in your app (for example, time spent in app, or an in-app purchase, ad click, etc.) to gauge success.
– In-app purchases : Track the number of purchases and revenue generated from them
From Pull to Push
The future of the Web is
"push-based," meaning
the Web will be coming
to us
The current Web is
"pull-based," meaning
we visit websites.
http://readwrite.com/2015/03/13/mobile-
future-notifications-not-apps
In the future, content, products and services will find you, rather than you having to find them.
Future Detikcom
Apps Family
Futuristic Monetizati
on
Personalization
Wearable Tech & IOT
Apps as a Service
Mobile Apps that Matter
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