@techconf #tech132013-12-05 16:19:54
J o n a t h a n S u l l i v a n
Going Mobile: No App Required December 5, 2013 1:45P M Hashtag: #tech13 LS2
@techconf #tech1312/5/2013 9:48
There's an app for that …
@techconf #tech1312/5/2013 9:48
1. Understand the options for engaging audiences through mobile devices—without building an app.
Key Takeaways
@techconf #tech1312/5/2013 9:48
2. Understand the pros and cons of each of the alternative paths to going mobile.
Key Takeaways
@techconf #tech1312/5/2013 9:48
3. Map alternative paths to going mobile to your organization’s vision, people, process and technology tools.
Key Takeaways
@techconf #tech1312/5/2013 9:48
• Mobile Web • E-mail • Social Media • Mobile Partnerships • White Labeling
Ways to Go Mobile
@techconf #tech1312/5/2013 9:48
Mobile Web
m.
@techconf #tech1312/5/2013 9:48
• Pros – Easy for customers – Cross-platform compatibility – Potential to reuse existing resources – Low technical hurdle
Mobile Web
@techconf #tech1312/5/2013 9:48
• Cons – Requires effort to do well –Must be done well to be worth it –May require a second set of content or code to
maintain* –Many 3rd party web-based apps are not mobile
friendly
Mobile Web
*m.
@techconf #tech1312/5/2013 9:48
• Best for these organizations – Reliant on existing web content or functionality – Technical staff – Non-technical or young audience –Multi-lingual or Global
Mobile Web
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@techconf #tech1312/5/2013 9:48
2013 2014 2015 2016 2017Global Business and Consumer Mobile Email Users (M)
897 1,152 1,422 1,632 1,779
% Growth 28% 23% 15% 9%
Email Statistics Report, 2013-2017, Ó April 2013 The Radicati Group, Inc.
48% of email is now opened on a mobile device! – “Email Analytics,” Litmus (Nov 2013) !61% of consumers now read at least some of their emails on a mobile device, 30% read emails on a mobile device exclusively! – “Email Compass: The Mobile Effect,” Yesmail (2013)
@techconf #tech1312/5/2013 9:48
• Pros – You are already doing it – Your audience is already doing it – Inexpensive – Low technical barrier to entry
@techconf #tech1312/5/2013 9:48
• Cons – Links to mobile unfriendly content create a
bad experience (but no worse) – Less real estate for content
@techconf #tech1312/5/2013 9:48
• Best for these organizations – Reliant on immediacy of communications – Non-technical staff and audience –Multi-lingual or global – Those with an omnichannel strategy
@techconf #tech1312/5/2013 9:48
E-mail Case StudyAIA Store Marketing E-mail
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• Business Case – Low engagement with existing e-mails – High production cost – Time to market
E-mail Case Study
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E-mail Case StudyAIA Store Marketing E-mail
@techconf #tech1312/5/2013 9:48
• What worked well – Substantial increase in opens, click-thrus and
orders – Saved $1,500 per e-mail – Decreased time to market – 40% of website traffic from mobile devices
E-mail Case Study
@techconf #tech1312/5/2013 9:48
• What didn’t work well – Low initial comfort level with simplified format – Tinkering with layout for different platforms
E-mail Case Study
@techconf #tech1312/5/2013 9:48
• Lessons Learned – Don’t design for Outlook – Be prepared for resistance from internal
stakeholders – Test and iterate
E-mail Case Study
@techconf #tech1312/5/2013 9:48
Social Media
Social is mobile
@techconf #tech1312/5/2013 9:48
Social Media
• Pros – You are already doing it * – Your customers are already doing it – No development expertise needed
* If not, shame on you!
@techconf #tech1312/5/2013 9:48
Social Media
• Cons – Social is labor intensive – You don’t control it
@techconf #tech1312/5/2013 9:48
• Best for these organizations – Reliant on continuous engagement – Content is highly visual – Traditional audience is declining – Socially savvy staff – Low regulatory entanglement
Social Media
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Social Media Case Study
Architecture Week 2013
@techconf #tech1312/5/2013 9:48
Mobile Partnerships
Your content, someone else’s experience.
@techconf #tech1312/5/2013 9:48
• Pros – Allows you to focus on your content – New market opportunities – Expand your reach
Mobile Partnerships
@techconf #tech1312/5/2013 9:48
Mobile Partnerships
• Cons – Content may need to be revised, rewritten – Editorial support – Licensing
@techconf #tech1312/5/2013 9:48
Mobile Partnerships Case Study
AIA–Broadcastr Partnership
@techconf #tech1312/5/2013 9:48
Mobile Partnership Case Study
• Business Drivers – Purpose of a design often goes unnoticed – Architectural contributions unknown to the
public – Promotion of architects who are not
“starchitects” – Engage the architectural enthusiast
@techconf #tech1312/5/2013 9:48
Mobile Partnership Case Study
• Why Broadcastr?
– Unique ability to deliver location based audio – Promotes engagement with urban environments
– Short 3-minute audio keeps listeners engaged
– Users spend 9 minutes in the app
– Audience of up to 250,000 users
@techconf #tech1312/5/2013 9:48
• What worked well – Featured on Forbes.com – Featured on a Twitter roundup about cities – High interest & engagement from AIA members – Public interest in the project – Catalyst for partnerships
Mobile Partnership Case Study
@techconf #tech1312/5/2013 9:48
Mobile Partnership Case Study
• Challenges – Broadcastr pivoted … and became SPUN … and then went belly up …
@techconf #tech1312/5/2013 9:48
Mobile Partnership Case Study
• Lessons Learned – Be prepared for change – Build in flexibility and scalability
@techconf #tech1312/5/2013 9:48
White Labeling
Your brand, someone else’s can.
@techconf #tech1312/5/2013 9:48
White Labeling
• Pros – Speed to market – Cost – Best of breed – Customers won’t know the difference – All the advantages of having an app
@techconf #tech1312/5/2013 9:48
White Labeling
• Cons – Cost – Dependency – Compromises
@techconf #tech1312/5/2013 9:48
• Best for these organizations – Reliant on functionality that only an app can
provide – Lack the resources to produce an app – Good for short-lived apps
White Labeling
@techconf #tech1312/5/2013 9:48
White Labeling Case StudyAIA National Convention App
@techconf #tech1312/5/2013 9:48
White Labeling Case Study
• Business Drivers – Reduced environmental impact – Content can be updated in real time – Attendee can customize schedule, itinerary – Greater depth of information – New source of sponsorship revenue
@techconf #tech1312/5/2013 9:48
White Labeling Case Study
• Why White Labeling? – Lack of in-house capability – Large selection of mature solutions – Doing a mobile website was not an option
@techconf #tech1312/5/2013 9:48
White Labeling Case Study
• What worked well – Time to market – Low level of effort to get started – Return on investment – Lower environmental impact
@techconf #tech1312/5/2013 9:48
White Labeling Case Study
• What didn’t work well – Difficult to update content – User experience fell short – Not enough time for testing – Registered under developer in app store
@techconf #tech1312/5/2013 9:48
White Labeling Case Study
• Lessons Learned – Requirements before vendor selection – Build in more time for reviews – Register under your own name in app store
@techconf #tech1312/5/2013 9:48
White Labeling Case StudyAIA National Convention App
@techconf #tech132013-12-05 16:19:54
J o n a t h a n S u l l i v a n M a n a g i n g D i r e c t o r, W e b M a n a g e m e n t & D e v e l o p m e n t T h e A m e r i c a n I n s t i t u t e o f A r c h i t e c t s j o n a t h a n s u l l i v a n @ a i a . o r g 2 0 2 - 6 2 6 - 7 3 7 8 @ j p s u l l i v a n
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