mobile apps: the good, the bad, the …
DESCRIPTION
As Presented at Internet Retailer by: Thomas Nawara, Vice President of Digital Strategy & Design, North Central Region, Acquity Group Julie Ask, Vice President & Principal Analyst, Forrester Research Inc. Christopher Barcelona, Associate Director Emerging Media, Resource Interactive Creating and selling mobile apps is almost an industry unto itself today. There are thousands that consumers are willing to pay a dollar or two to get on their phones, and many others that they'll happily add to their phones for free. This session will take a quick look at the universe of apps that apply to selling merchandise, tickets or travel accommodations and project their development over the next few years. Then it will dive deep into examples of mobile apps that are available now. Our expert—and opinionated—speakers will demonstrate apps and explain why each one hits or misses. The app industry is young enough that standards are yet to develop, so be prepared for lively debate among our presenters as they share opinions about what they like and don't like.TRANSCRIPT
Mobile AppsThe Good. The Bad. The…Internet Retailer / Oct. 12, 2O1O
Julie Äsk Vice President / Forrester ResearchTom Nawara VP of Digital Strategy & Design / Acquity GroupChristopher Barcelona Director, RI:Lab / Resource Interactive
Julie ÄskVice PresidentForrester
Excellent mobile strategies begin with an understanding of audience analysis
© 2010 Forrester Research, Inc. – Reproduction Prohibited
PEOPLEReview the Mobile Technographics® Profile of your target audience
OBJECTIVESDecide on your goals
STRATEGYDetermine your approach to meet your objectives
TECHNOLOGYChoose the technologies that will enable you to implement your strategy
P
O
S
T
MOBILE STRATEGY DEVELOPMENT PROCESS
Mobile services should offer 3 core benefits
© 2010 Forrester Research, Inc. – Reproduction Prohibited
IMMEDIACY
CONVENIENCE QUOTIENT
SIMPLICITY CONTEXT
© 2010 Forrester Research, Inc. – Reproduction Prohibited
Mobile services should align with your audience skill set & objectives plus be mobile-appropriate
GROCERY EXAMPLE
Tom NawaraVP of Digital Strategy & DesignAcquity Group
Acquity Group is one of the top 5 independent digital agencies in the country*, providing end-to-end digital strategy, design and technology solutions for some of the leading brands in the world.
2001 founded
350 employees
10 offices globally
500 clients, 1000s of initiatives
*Top 5 independent digital agency – 2010 AdAge
Acquity Group used our mobile commerce assessment framework to evaluate organizations for the 2010 Mobile Commerce Data Book.
Mobile Commerce Assessment Framework
We performed an evaluation of the mobile
availability and commerce functionality of 249
retailers, ticket vendors and travel/hospitality
organizations across a representative sample
of mobile devices.
Specifically for mobile applications, Acquity
Group checked for application availability on
each platform and, if present, we ran through
a standard use case for the catalog and
checkout capabilities of the app.
The full methodology and results of our
analysis are in the 2010 Mobile Commerce
Data Book.
REPRESENTATIVE TEST DEVICES:
Applications
•Apple iPhone 3GS (iOS 4.0)
•HTC Hero (HTC Sense build of Android 2.1)
•Blackberry Curve 8300 (BB OS
4.5.0.110)
•Palm Pre (WebOS 1.2)
Sites (in addition to the devices above)
•Blackberry Curve 8900 (BB OS 4.6.1)
•Motorola RAZR V3 (Motorola OS)
Organizations are beginning to make big strides in mobile commerce. Here are some of the top performers in this year’s assessment:
2O1O Mobile Commerce Audit Results
Acquity Group’s mobile assessment framework is broader than the criteria used for the 2010 Mobile Commerce Data Book and includes analysis across the following three categories:
Evaluating Mobile Apps
USABILITY CONTEXTUALITY VALUE
An assessment of the experience design of the application, including task flow, user experience and general design sensibilities.
An assessment of an application’s usefulness when/where the user needs it. The reach of an organization’s mobile program is also factored into this rating.
An assessment of the functionality of the app and its ability to perform the transactions both the user and business require.
Christopher BarcelonaDirector – RI:LabResource Interactive
Top independent Digital Agency.
Women owned and operated (WBEN certified)
Founded in 1981
315 associates, 6O client brands
Offices: Columbus, Cincinnati, Palo Alto
Named as Wall Street Journal Top Workplace
Resource Interactive
Mobile: The New PC
By year’s end, there will be over 1 billion mobile devices accessing the internet, gaining quickly on the 1.3 billion PCs. (growth rate of 2.5x)
Data: IDC
Mobile: The New PC
As smartphone ownership now comprises 25% of all cellphone ownership, mobile ad sales will enjoy growth of more than 2O cents of every online ad dollar spent next year.
Data: Borrell Associates 2011 Ad Forecast Memo - Sept. 3rd, 2010
Mobile: The New PC
“There’s no chance the iPhone is going to get any significant market share. No chance.” Steve Ballmer, Microsoft CEO 2OO7
Mobile: The New PC
There have been over 5O million iPhones sold and there are over 25O,OOO apps in the App Store with over 4 billion apps sold.
Data: TechCrunch – April, 2010 / Apple – Sept. 1, 2010
Mobile: The New PC
Apple sold over 3 million iPads in 8O days. Over 1 million iPad specific apps were downloaded on the first day of availability.
Data: Apple - April 8th, 2010 | CNBC - May 3rd, 2010
© Copyright 2010 Resource Interactive
The Traditional Approach
BRAND
MOBILE VENDORS
MOBILEWEB
APPDEVELOPERS
MOBILEADVERTISING
SMS
INDIVIDUAL MOBILE
INITIATIVES
MOBILE CONSUMER
© Copyright 2010 Resource Interactive
Integrated Mobile Offering
BRAND
MOBILE BRAND
BUILDING
MOBILEUSABILITY
O.P.E.N.STRATEGY
MOBILEWEB
CONSUMER INSIGHTS & STRATEGY DIGITAL
MARKETING
SOCIALMEDIA
MOBILEADVERTISING
MOBILEAPPS
LBS
INTERACTIVEPRODUCTS
MOBILECOMMERCE
INTEGRATED MOBILE MARKETING INITIATIVES
MULTI-FUNCTIONAL
MOBILE CONSUMER
ExamplesThe Good. The Bad. The…
The Good: Amazon’s Snap Tell
© 2010 Forrester Research, Inc. – Reproduction Prohibited
Snap photo of DVD on display shelf or scan
barcodeSnapTell options
SIMPLICITY IMMEDIACY CONTEXT
Consumer reviews
Local pricing
YouTube preview
Needs Improvement: Gucci
© 2010 Forrester Research, Inc. – Reproduction Prohibited
Only landscape format & back button only navigation
No store hours & no commerce
Offers suggestions for SF but includes gay bar & sports bar in
same listing
Does not communicate benefit to consumer
SIMPLICITY IMMEDIACY CONTEXT
The Good: Best Buy
USABILITY
Above Average
CONTEXTUALITY
Excellent
VALUE
Excellent
Needs Improvement: JC Penney
USABILITY CONTEXTUALITY
Above Average Average
VALUE
Below Average
The Good: Target
Target Mobile Site
Target iPhone AppTarget Mobile Couponing
Needs Improvement: Abercrombie
A&F iPhone App
A&F Site on Mobile Browser
A&F Mobile Site
Thanks! For more information contact:
Christopher Barcelona / Director – RI:Lab / Resource [email protected]
Julie Äsk / Vice President / Principal Analyst – Forrester [email protected]
Tom Nawara / VP, Digital Strategy & Design – Acquity [email protected]