1. Mobile Development Ross Wilson4 October 2012

2. Introduction Rise of Mobile Mobile site? HTML5? Native? Platforms How do you create an app? What makes a good app How to make an app successful 3. Rise of mobile 4. Nation addicted to smartphones2011 smartphones and tablets shipped more unitsthan desktops and notebooks for the first time51% in EU now have a smartphoneAverage person looks at their phone 150 times a dayNot early adopters 5. Where are people using mobile?ShoppingOn the busOn holidayAt workAt home In bed Watching tv 6. What this really means 24 The number of web site visits the averagesmartphone user makes per day Our own site has 24% mobile traffic (15% 6 monthsago) 94% of smartphone users have searched for localinfo 7. Travel 19.5% of search queries relating to hotels are made viamobile Expedia use mobile to target last minute bookings. Morethan 50% of bookings are made in the same location, and onthe same day. Fringe - 57% of tickets were bought within 24 hours of theshow. 8. Retail Since launching the mobile site ASOS mobile saleshave risen by more than 800% in 12 months In the UK the proportion of people using mobilebanking increased from 9.7% in 2010 to 20.4% in2011 Paypal $4 billion in 2011 from $750 million in 2010 9. What kind of mobile project? 10. Mobile Web Simple way to have mobile presence Most devices now have web browsers Some terrible web experiences on mobile, some sitesdont work Can lead to large increase in sales throughlastminute/impulse purchases 11. Examples 12. Examples 13. Apps vs. Mobile Web. 14. App advantagesRefined, engaging experienceStronger connection with audienceOffline functionalityAccess to mobile featuresLocation awareness - CameraAccelerometers - Push notificationsContacts - Calendar 15. When to create an appAudience is asking for oneSignificant mobile access to websiteYou have something relevant to mobile users 16. Platforms 17. Platforms Currently sees on average 30% more sessions incomparable apps 54% market share (iPhone is 36%) Growing incredibly quickly Less than 4% market share Growing and moving into enterprise Around 5% market share Shrinking rapidly Generally locked down devices 18. Native Applications vs Cross Platform Supporting all these is expensive Cross platform tools - Phonegap, titanium etc. Can work well for simple apps where user focus is the content Rich interaction often turns into more work than doing it native foreach platform. Can cause problems when the quality of the user experiencematters 19. Native Applications vs HTML5 Facebooks biggest mistake was focusingvirtually all its mobile efforts on HTML5 Amazon web response test 100 millisecond delay in page loadingresulted in a 1% drop in revenue Even more important on mobile HTML5 can be very effective where content is themain focus 20. Why we build native apps We think native applications are better than thosemade using cross-platform tools Creating iOS and Android apps covers over 90% ofmobile page views Refined engaging experience users expect it Web apps are slower - Javascript in a mobile web appruns 3x slower than in the Safari browser 21. How do you create an app? 22. Process1. Objectives2. Brainstorming3. Storyboard4. Design5. Development6. Quality Assurance7. Release8. Marketing 23. What makes a good app? 24. Value Do something that provides real value for theuser It should be functionality or a service thatusers will come back to again and again 25. User experience Small device necessitates a highly focuseduser experience Apps arent for early adopters any more Mobile devices wont demand full attention Personal devices 26. Relevant Should take into account how people usedevices Marketing apps should reflect the brand in theright way Fills an existing requirement 27. Simplicity 28. How to make an app successful 29. App MarketingExisting ChannelsApp store description and key wordsApp store ranking virtuous cycleLaunch 30. Thank you 31. Kotikan.com @Kotikan