Every Company Needs a Mobile Strategy


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Triggered in large part by the device revolution, the consumer migration to digital has continued at an even faster pace, and, at the same time, advertisers are responding by seeking a greater involvement with the consumer's media and entertainment experience

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Every Company Needs a Mobile Strategy

  1. 1. An Intro to Mobile Apps Exploring the Principles Behind Developing Branded AppsTuesday, July 5, 2011
  2. 2. Intro to Mobile Applications New Possibilities, New Constraints: With more internet enabled mobile phones around the world than desktops and the increasing popularity of smart phones, mobile has become one of the most important and powerful media in which brands can engage consumers. With enormous potential, these devices open up a whole new realm of possibilities not present in other forms of digital. However, with new possibilities also come new constraints. This presentation aims to shed light on how to design branded apps that target the strengths of the mobile platformTuesday, July 5, 2011
  3. 3. Intro to Mobile Applications New Possibilities: Mobile is different by the very fact that it is… mobile. It is smaller, lighter, location aware, always on, and always in reach. Staying with us wherever we go and containing all sorts of personal data, it is the most personal device we own. With high-tech gadgets like a camera, accelerometer, and GPS, there are all sorts of new possibilities that didn’t exist on the desktop.Tuesday, July 5, 2011
  4. 4. Intro to Mobile Applications New constraints It’s not all peaches and cream in the mobile world. In fact, mobile can be one of the most difficult media to design for. With an ever expanding list of screen sizes, multiple operating systems -- with more than 250 variations of the Android system alone -- tablet devices, and all matter of ‘connected devices’ entering the mobile arena, supporting multiple platforms can be extremely difficult. Pair these technical issues with the personal nature of the device and the unique way in which people interact with their mobiles, and we have a whole new list of challenges that didn’t exist in digital. The mobile ecosystem is a busy place with a lot of players, high fragmentation, and it’s getting more complex by the day. Source: http://www.54ad.com.tw/seoblog/mobile-internets-ecosystem/Tuesday, July 5, 2011
  5. 5. Intro to Mobile Applications It’s Not Just More of the Same: We Can’t simply apply what we know about other media. What has worked elsewhere won’t necessarily work here. Every time a new medium arrives it is treated like a ‘newer and shinier’ version of media that came before it. Take the internet of the 1990s; everyone had to have a website, and the most common solution was to post a site that merely served as a digital brochure. Today, in many instances, the ‘mobile web’ just means viewing desktop websites on a mobile phone. To make matters worse, there are hundreds of mobile apps that merely attempt to duplicate the desktop experience on a smaller screen. In order to create an enjoyable experience for those who download your app, you must design to the strengths of the medium. Don’t just duplicate your desktop experience. Make it relevant to the mobile medium. Source: Tapworthy, by Josh Clark. O’Reilly Press, 2010.Tuesday, July 5, 2011
  6. 6. Intro to Mobile Applications Mobile App? Mobile Web? Mobile Web App? Despite the fact that this is a presentation on mobile applications, it is important to know the difference between a mobile application, mobile website, and a mobile web app and the functions they serve. Each of these platforms have their own sets of strengths, weaknesses and challenges. http://3clickmedia.com/mobile-apps-vs-mobile-websites/Tuesday, July 5, 2011
  7. 7. Intro to Mobile Applications Mobile App: An application designed to run on a specific mobile device, usually distributed through an app store/ marketplace. Downloading and installation of the app is required. When you might consider a native app: • When rich media, interactivity, or native hardware functionality are at the core of your mobile experience. • The ability to play/use the app anytime, anywhere, regardless of connection is important (not easy with apps that access large volumes of data on servers).Tuesday, July 5, 2011
  8. 8. Intro to Mobile Applications Mobile Web App: A mobile web app is a highly interactive web-based program that provides an experience similar to a native app. When you might consider a web app: • When looking to reach users on multiple platforms with rich capabilities and access some basic native functionality of the phone. • When it won’t work: your project requires heavy use of native functionality i.e. accelerometer/gyroscope, cameras, heavy graphics processing • Internet connectivity is neccessary in most cases, despite CSS3/HTML5 caching. Good examples: Pieguy, Ever ytimezone.com, Amazon.com, Facebook.com, Showtime app. Amazon.com and Pie Guy Mobile Web Apps (mrgan.com/pieguy)Tuesday, July 5, 2011
  9. 9. Intro to Mobile Applications Mobile Website: A mobile-optimized web site designed around the principles of mobile, catering to the needs of users who are on the go, with specific intent. These are not normally full re-creations of the desktop website. When to consider a mobile web site: • You need to reach the broadest audience possible. • You do not need access to native hardware functionality. • You need a platform that is easy to support and maintain. automobiles.honda.com/mobile For more great mobile websites visit www.mobileawesomeness.comTuesday, July 5, 2011
  10. 10. Intro to Mobile Applications What platform? With the entry of new players in the smartphone and smart device market, the iphone no longer stands alone as the mobile supercomputer capable putting your brand in the pockets of consumers. Deciding what platforms you’ll be developing for from the start can save enormous headache in the development and distribution phases, and can dictate the direction of the app (tablet and phone experiences and user habits vary widely!). This is a complex topic and in-depth exploration will be saved for another presentation.Tuesday, July 5, 2011
  11. 11. Intro to Mobile Applications There’s an app for that - but should there be? In all the excitement of the app gold rush many brands and developers are churning out apps just because it’s the hot thing to do. The result is poorly designed apps, which can negatively effect a consumer’s perception of the brand. Remember the wildly popular series of books from the early 2000’s Websites That Suck? Nearly every smartphone owner has had enough encounters with bad apps to write their own continuation of the series. Let’s not contribute to the problem. Pin Mailer marks your location with a pin using GPS and allows you send it to friends. All of this can be done with is native functions of iOS.Tuesday, July 5, 2011
  12. 12. Intro to Mobile Applications Branded Apps Branded apps generally fall into two categories: Utility or Entertainment. Utility apps help your consumers get something done in a way that couldn’t be done without the app. Great examples of utility apps are Kraft iFood assistant, Target’s Grocery Lists, or the Chase Mobile app.Tuesday, July 5, 2011
  13. 13. Intro to Mobile Applications Branded Apps Entertainment: By far the most dominant category of any app store, and a favorite mode of engagement for many brands. Entertainment apps provide value by providing a fun way to pass the time while keeping the brand top of mind. Good examples of entertainment apps include Audi’s A4 Drive Challenge, Zippo’s Virtual Lighter, the Inception App, and Barclaycard’s Waterslide Extreme. Audi A4 Driving ChallengeTuesday, July 5, 2011
  14. 14. Intro to Mobile Applications Three Main User States: There are three primary states of mind of the mobile user: I’m bored, I’m Local, and I’m Microtasking. Understanding each of these different states is crucial to developing a mobile experience that is appealing to consumers.Tuesday, July 5, 2011
  15. 15. Intro to Mobile Applications Three Main User States: I’m bored: standing in line at the grocery store, sitting on a bus, waiting for a doctors appointment are just a few of the myriad of examples of short periods of time smartphones users turn to their phones to fill. These devices are great ways to escape for small, bite-sized bits of interaction, whether it’s a game, the latest news, or even a book. Bored with the Oscars John Stewart pulls out an iPhone. Not exactly a typical scenario, but I think you get our point.Tuesday, July 5, 2011
  16. 16. Intro to Mobile Applications Three Main User States: I’m Local: smartphone users are able to use their phones to see what is happening around them. Use the maps application to find local shops or a gas station. Check in to Foursquare and see where your friends are. Fire up Yelp to read a review of the new restaurant that opened up next door. These devices help shape the way we navigate the world around us. Find a quality burrito close by on Yelp Or see who else has checked in at your location on FoursquareTuesday, July 5, 2011
  17. 17. Intro to Mobile Applications Three Main User States: I’m Microtasking: Smartphones aren’t purely about fun and games. They’re also incredible productivity tools. Built more for bite-sized interactions, they aren’t practical for long bouts of spreadsheet acrobatics. Information is collected in short but intense bursts of activity and often left for later to be sorted through. Jotting down short notes, downloading a webpage for later browsing, piecing together a grocery list throughout the day, are all representative of tasks smartphone users find convenient to do on their devices. Keep track of you notes with virtual post-its with the Stickies app by 3MTuesday, July 5, 2011
  18. 18. Intro to Mobile Applications 5 W’s of App Design: Just like any good story, every app has to have a solid statement for Who, What, When, Where, and Why. Who: Who is the audience for you application? What: What will they be able to accomplish by using your app? When/Where: Describe the context the app will be used in. Why: The motivations and goals of those using your app.Tuesday, July 5, 2011
  19. 19. Intro to Mobile Applications Who: Who is the audience for you application? The further you can drill down to a specific niche, the more focused your application will be. Are you designing for mothers of newborns in urban areas? How about birdwatchers? Or possibly 18-35 sportbike racers? Just like any effective advertising campaign, it pays to have a specific WHO in mind for your app.Tuesday, July 5, 2011
  20. 20. Intro to Mobile Applications What: What will they be able to accomplish by using your app? Will they be able to customize a particular product and share it with their friends on Facebook? Or will that pass the time while speeding down a massive waterslide, recalling images of your brilliant TV commercial?Tuesday, July 5, 2011
  21. 21. Intro to Mobile Applications When/Where: Describe the context the app will be used within. Will they be using your app to navigate the aisles of your grocery store? Or will they be using your branded app to help them decide which artist to see next at the biggest music event of the summer?Tuesday, July 5, 2011
  22. 22. Intro to Mobile Applications Why: Perhaps the most important question of them all, Why describes the motivations and goals of those using your app. It needs to address not only why they will use your app, but why using it on a mobile device makes sense.Tuesday, July 5, 2011
  23. 23. Intro to Mobile Applications A Customer-based Why: It may sound obvious that your app has to solve a pain point, but too often designers start with the wrong WHY – why is it important to me the designer. Apps must start with a consumer-based why if they are to be of any use to anyone other than the designer. Because no presentation is complete without a cheesy stock image.Tuesday, July 5, 2011
  24. 24. Intro to Mobile Applications Understanding the Ecosystem on a Smartphone: It’s important to understand that each app does not exist in isolation. The ecosystem of the smartphone is busy and cluttered, constantly ringing, syncing email, pushing updates. Neighboring apps will interrupt each other with push alerts and interfere with app experience, but they can also communicate and pass data amongst each other, enhancing the experience of all parties involved. Understanding the overall ecosystem can help you design for these factors, and increase the chance that your app will find a long-lasting spot on the home page.Tuesday, July 5, 2011
  25. 25. Intro to Mobile Applications Design for Mom and Grandma: Most smartphone owners have had years of practice navigating the digital and mobile landscape. We understand the basic architecture of mobile applications because we have seen similar concepts at work in other programs and on other media. The large, and growing segment of late adopters don’t have this frame of reference to inform how they interact with smartphone. You may not see them as the main audience for you app, but it would be foolish to ignore them. One study by the university of Dundee in Scotland found the fastest growing market of web services to be for senior citizens over the age of 70 -- they’re online, they’re using smartphones, and they want to use your app. If you want to see how this group interacts with mobile technology first hand, visit the personal setup table of any Apple store and watch as they’re introduced to an iOS device for the first time. The insights you gather will invaluable during while designing your app. Source: http://www.flickr.com/photos/tophermoon/4932280833/Tuesday, July 5, 2011
  26. 26. Intro to Mobile Applications What Mom Wants: Designing for mom doesn’t necessarily mean dumbing down your application. In fact, that’s exactly what users don’t want. What they do want is simple and easy... and simple and easy is hard. This often requires constant iteration and testing of user-interface and content adaptation. ‘Umbrella Today?’ takes simplicity to the nth degree. A simple Yes or No tells you if you should carry one with you for the day. Dumb? No. Simple? Very.Tuesday, July 5, 2011
  27. 27. Intro to Mobile Applications Never start with Constraints: It’s hard not to define your app strategy by the constraints of the medium, after all there are plenty of them: dozens of screen sizes, OS fragmentation, mobile carriers, and many other factors come in to play. However, designing your app based on what can’t be done versus what can is playing not to lose instead of playing to win. When was the last time you described an app as delightfully conservative, and mind- blowingly awesome? Those two statements just don’t play well together.Tuesday, July 5, 2011
  28. 28. Intro to Mobile Applications If You Build It Will They Come? So you’ve built your app, now what? Simply dumping it on the app store or android market or blackberry app world won’t ensure your app receives millions of downloads. A successful app launch requires awareness. Taking advantage of the all the channels your consumers use to interact with your brand will be essential to building a strong user base. Make sure people know about your mobile experiences on every piece of branding you can. Source: http://www.mungo.com/Tuesday, July 5, 2011
  29. 29. Intro to Mobile Applications Remaining Relevant: Smartphone users move through apps like candy. What’s shiny and attractive this moment can easily be discarded the next. By regularly delivering fresh, unique content or providing essential utility within your app, you can ensure that is has a longer shelf life and keeps your brand top of mind for the time the user engages with it. Aim to be an app that’s not in a folder and is constantly at your user’s fingertips.Tuesday, July 5, 2011
  30. 30. Thank You! The mobile app landscape is a pretty fascinating place with incredible possibility. Hopefully this presentation has done a little to inform your perspective on the world of mobile apps.Tuesday, July 5, 2011
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