tapptic dmf 2012 stefan costeur
DESCRIPTION
Presentation DMF 2012 Best Practices in Development of applications for Mobile, Tablets and Connected TV Brussels Tapptic Stefan CosteurTRANSCRIPT
“Best Prac+ces”
in development of Applica+ons for
Mobile, Tablets and Connected TV
Apps for All Screens
Tapptic in a Nutshell 100 % Applications Development Brussels, Liège Sales Paris, Amsterdam, Zaventem
my goal for today
1
you us together
2 the briefing
the briefing
“I need an app, Something like , with some and . I also like and ....”
Don’t
the briefing
“The app should be like the website, ....”
Don’t
the briefing
Bad briefing =
bad budget
Don’t
the briefing
make it clear complete draw it mindmap
DO
DO
3 wireframe
Don’t
draw
DO
DO
4
kickoff
kickoff mee+ng
Result = to do list
5 development
agile
6 tes+ng
test test test
again and again
7 delivery
info, screenshots, ...
8 launch
welcome !
9 marke+ng
Idea
Briefing
Wireframe
Kickoff
Development Tes+ng
Delivery
Launch
Marke+ng
Where the money goes? Concep+on
10%
Design 10%
Development 30% Project
Management 20%
Tes+ng 20%
Maintenance 10%
launch ≠
the end
Tip 1
the icon
Good Bad Ugly
Tip 2
a video
Tip 2
a video
Tip 3
microsite
Tip 4
shout and listen
Tip 5
free vs paid
39 % are free
= >85 % of all downloads
Freemium
Tip 6
tags
use correct keywords category indexing
Tip 7
op+miza+on
Tip 8
communica+on
Tip 9
design
Tip 10
use an expert
Tip 11
localisa+on
Tip 12
keep it relevant
Tip 13
empower app managers
Tip 14
use analy+cs
and adjust ...
W
do we need an app
40%
facts
What about Belgium ?
Source
research by TNS for Vmmtv Flanders (06-‐07/2012)
Fact 1: 2/3 has 3 screens
Basis: all *Source: Cim Audimetrie, Q2 2012
Penetra+on 96% 76%* 75% 67% 19% 16% 36%
Screen
More 10% 33% 20% 55% 28% 46%
Equal 74% 53% 54% 27% 45% 38%
Fact 2: growth usage vs 2011
75
Fact 3 : connected TV
15%
Fact 4 : +8% usage mobile screens
More -‐ Less -‐3% +6% -‐5% +8% +10% Equal 82% 61% 53% 20% 30%
No device 14% 23% 51% 42% 77
Future use of screens
Future for marketeer
78
• Mul+screen contact
• Real interac+vity via second screen • Interac+on to conversion
79
37% uses 2nd screen to do something or talk about a
TV show
18% has interest to interact with brands when they have seen
the commercial
30 % of the second screeners shops online
82
Which screen will play the starring role in the consumer’s life?
83
Which screen will play the starring role in the consumer’s life?
§ It’s not about the screen, it’s about the user § The user watches when he wants § The user watches where he wants
Reality Check
Reality Check 85% almost never downloaded 25% used only once 95% uninstalled aper 3 months 90% use the TOP25 to find their apps
Best Practices
Best Prac+ces Tapp+c 5Cs Rule
Concept Content Compe++ve advantage Consumer Centric
Best Prac+ces Be Device Neutral Listen to the users (ra+ng / comments) Keep your eyes wide open: R&D One User, many Screens & Interfaces Springboard is a very expensive Real Estate At the end, the Web technologies will rule
So, do we need apps?
Thanks
Stefan Costeur
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