r2i state of mobile app and web: tips and trends to building a solid mobile process

Presentation Details: R2i State of Mobile: Tips and Trends to Building a Solid Mobile Process

Presenter: Wayne Chen, VP of Mobile, R2integrated

Presented To: IFIC Science Communication Summit

Exercise

Confidential 2/13/13

Dyna Tac 800x iPhone (Original)

Mobile 1983-2007


Smartphones and Tablets

Mobile Topics

1.  Mobile Hype 2.  What is an App? 3.  Mobile Figures 2011 4.  OS Trends 2011 5.  15 things to Know and Do in Mobile 6.  Best Mobile Process 7.  Mobile Analytics 8.  Alternatives to an App 9.  Best Mobile Practices


Mobile Hype

16,000,000,000+ downloads

•  Apple accounts for 71% of all app downloads

•  Apple has 365,000+ apps •  Android has over 265,000+ apps •  Blackberry has 25,000+ apps •  Windows has 12,000+ apps


2008-2011 U.S. Top 8 Mobile OS Trend


Year iOS Blackberry Android Samsung SymbianOS Playsta9on webOS Other 2008 56.04% 0.00% 0.00% 16.68% 0.00% 8.23% 0.00% 10.76% 2009 57.90% 16.40% 6.16% 5.99% 1.27% 2.20% 7.40% 5.19% 2010 38.31% 31.45% 18.71% 4.50% 2.19% 1.22% 1.09% 1.39% 2011 36.47% 23.98% 29.89% 2.82% 1.69% 2.69% 5.40% 1.31%

Mobile Figures 2011 •  100+ million iPhones

worldwide-6/07 •  75 million iPod Touches

worldwide-6/09 •  20 million iPads

worldwide-4/10 •  650,000+ mobile apps •  100+ million Android phones

•  Average Smartphone user spends 667 minutes a month using apps

•  iPhone/Android owners own an average of 15 apps

•  9 out of 10 consumers are aware of the iPad

•  82 Tablets expected to come to market in 2011

•  Android: 31% •  Apple: 27% •  RIM: 25%

Mobile Google BlackBerry Apple iPhone Palm WebOS Symbian OS Windows Mobile

1.  Mobile Friendly Website (Every Site): Site renders ‘as is’ 2.  Mobile Optimized Website (Optional $): m. ‘dot’ site, I/A and Mobile

Content 3.  Branded Mobile App ($): Info based, Syndicated Feeds, Media Services 4.  Custom Native App ($$$): Unique functionality

Mobile Friendly Website


•  Platforms •  Technology •  Design •  Content

Mobile Engagement Rating: 1.5 out of 5 stars

Stuytown

Mobile Optimized Website


•  Platforms •  Technology

Mobile Engagement Rating: 2.5-4 out of 5 stars

RechargeYourYard RoseNYC

•  Design •  Content

What is an App?

Definition A computer software designed to help the user to perform singular or multiple related specific tasks on a mobile device.


•  Books •  Business •  Education •  Entertainment •  Finance •  Games

•  Navigation •  News •  Photography •  Productivity •  Reference •  Social Networking •  Sports

•  Healthcare & Fitness •  Lifestyle •  Medical •  Music •  Travel •  Utilities •  Weather

15 things to Know and Do in Mobile

1.  Do you have time? 2.  Mobile development is Different 3.  Initial App Research 4.  Ideal Minimum Investment Cost 5.  Mobile Hype vs. Business Goals 6.  Measuring App success 7.  Demographic Targeting 8.  Marketing Strategy and Budget 9.  Supporting the app 10. Dedicated Project Manager 11. Available Data 12.  Interview Vendors 13. Fixed Price vs. Time & Material 14. Consider Alternative 15. Calculated Risk & Analysis


Branded Mobile App


•  Platforms •  Technology

Mobile Engagement Rating: 4 out of 5 stars

1st Mariner Bank SourceFire

•  Design •  Content

Custom Mobile App


•  Platforms •  Technology •  Design •  Content •  Consumer & Enterprise

Mobile Engagement Rating: 4 -5 out of 5 stars Forbes Meguiar’s

Serve In Touch Ministries

Mobile SRS

Business Requirement

Audience

Platform

Data Storyboard

Acceptance

Features

Analytics and Reporting

R2i’s Mobile Process

Mobile App: Modern Requirement


To App or Not to App

App: The Ideas

Ideas to Paper


•  Document it •  Investment Check •  Expert Consultation •  Initial Risk •  Complete Buy-in

App: The Business

Strategy, Strategy and Strategy


•  ROI •  Educational Factor •  New Users •  New Sales •  Marketing Strategy •  App Productivity •  User Satisfaction

App: The Audience

Who’s Who


•  Stakeholders •  Advertisers •  Competition •  Target Users

App: The Features

Worth its Weight in Gold


•  Push Notification •  Analytics & Report •  Advertising •  Commerce •  Social Media •  Location-based •  Real-Time •  And etc

App: The Platform


•  iOS •  Android •  RIM •  Windows Phone 7 •  And etc

The Phone(s) Matter

App: The Storyboard


•  Wireframes •  Pixel Perfection •  Style Guide •  Interface Guideline •  Navigation

User Experience is King

App: The Data


•  Content Source •  Feed Access •  Formatting •  Mining Data •  DB Integration

Content Driven

App: The Acceptance


•  Key Performance Indicators •  Success Factors •  Acceptance Criteria

Evolving with your Audience

Mobile App

Iterative Design

Iterative Development

Agile Marketing

QA & Testing Deployment

Mobile Analytics

Project Support

R2i’s Mobile Development

App: Evolution


•  Versioning •  Digital Marketing •  Analytics •  Feature Upgrade •  Marketing Strategy

Evolving with your Audience

App: Mindset


•  Timeliness •  High priority •  Strong support •  Analytics •  Desktop thinking •  Outsourcing •  Team work

New Media Attitude

Food for Thought


•  Consumer Apps •  Education & News •  Entertainment/Games •  Social Sharing •  Location Based Services •  Brand Loyalty •  Diet & Fitness •  Augmented Reality •  Near Field Communication •  Enterprise Apps

•  Supply Management •  Sales/ Training/Operations •  Executive Widget •  Green Initiative •  Real-Time Communication •  Commercial Marketing •  Mobile Clouds

Calorie Counter Epicurious

FoodSpotting RedLaser

Visit R2i Mobile


bit.ly/r2iStateofMobile

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