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

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  • I get this question all the time: What is your favorite app?Just by hands: How many of you own an iPhone?How many of you own a BlackberryHow many of you own an Android based device?
  • Dyntac (Brick) over 2 lbs, 40 minute of talk time and was sold for almost $4KiPhone 135g, 320x480 pixels (3.5 inches), multi-touch, accelerometer, 2mp camera, 8 hours of talk time and $99 for activation. Evolution of the phonesTablets also (cc)
  • 82 this year. Gartner predicts over 55 million tablets will be sold in 2011. It is not a new form factor, but has been limited due to computational power and feasibility. The iPad’s success was due to the existing iPhone ecosystem (100,000+ at the time plus a rich mobile optimized user interface and consumer momentum).Devices such as Kindle and other readers, iPod spured interest in a content-centric device.Consumerization trends has already injected iPad into the business realms of fortune companiesThe tablet war is fully on. OEMs such asRIM’s Playbook, SamsungHTCAcerCiscoDellMotorolaOpen PeakViewsonic is ready to come to marketing in Q2 of 2011.Earlier this year, Apple has sold over 10 million iPads. Ipad 2 has surpassed 1 million since March 14th.
  • Our overview
  • 2010, apple owns most of the shares. In fact they own 82 % of the tablet market.Figures from App InsiderApple has 365,000+ apps, 11 Billion downloadsAndroid has over 265,000+ apps, 4.5 Billion+ downloadsBlackberry has 25,000+ apps, Windows has 12,000+ apps,
  • 38% of all us mobile platforms are running iOS23.98% use Blackberry29% user AndroidSurge in mobile devices is not due to app but due to functionality and business needs. Business buy blackberrys for basic e-mail/texting capabilities. Iphone users buy the phones for the Apps. Android owners buy for the phone itself (capabilities). StatCounter Global Stats - Browser, OS, Search Engine including Mobile Market Share. GS StatCounter. Web. 23 May 2011. <http://gs.statcounter.com/>.
  • People using iPad as a default in reference to tablets. iPad is the most visible type of mobile device.When they say, “more androids sold” it means that there are more smartphones running iOS being purchased. However, there are less android developers than iOS developers.iOS is still the most popularWorks Cited Etherington, Darrell. "Infographic: The Selling Power of the IPad." Weblog post. GIGAOM. GIGAOM.COM. Web. 04 Feb. 2011. <http://gigaom.com/apple/infographic-the-selling-power-of-the-ipad/>. Jade, Charles. "IPod Touch Now Outselling IPhone: Apple News, Tips and Reviews «." GigaOM · Tech News, Analysis and Trends. GigaOM. Web. 23 May 2011. <http://gigaom.com/apple/ipod-touch-now-outselling-iphone/>. Malik, Om. "The Economics of Attention: Why There Are No Second Chances on the Internet : Tech News and Analysis «." GigaOM · Tech News, Analysis and Trends. GigaOM, 29 Mar. 2011. Web. 23 May 2011. <http://gigaom.com/2011/03/29/the-economics-of-attention-why-there-are-no-second-chances-on-the-internet/>. Mindlin, Alex. "Using Phones, but Not to Talk or Surf." New Yorker Times. New York Times, 6 Mar. 2011. Web. 23 May 2011. <http://www.nytimes.com/2011/03/07/business/media/07drill.html>. Munchbach, Andrew. "Forrester Research: Over 82 Million Tablet Users in U.S. by 2015." BGR. BGR, 4 Jan. 2011. Web. 23 May 2011. <http://www.bgr.com/2011/01/04/forrester-research-over-82-million-tablet-users-in-u-s-by-2015/>. Ogasawara, Todd. "Apple All-Time Mobile Sales: 100+ Million IPhones. Nearly 20 Million IPads - SocialTimes.com." SocialTimes.com - Your Social Media Source. Social Times.com, 21 Apr. 2011. Web. 23 May 2011. <http://socialtimes.com/apple-all-time-mobile-sales-100-million-iphones-nearly-20-million-ipads_b58881>. Parr, Ben. "100 Million Android Devices Now Activated [STATS] - Yahoo! News." The Top News Headlines on Current Events from Yahoo! News. Yahoo News, 10 May 2011. Web. 23 May 2011. <http://news.yahoo.com/s/mashable/20110510/tc_mashable/100_million_android_devices_now_activated_stats_1>. Ricadela, Aaron. "Apple IPad’s ‘Buzz Saw’ Success Cuts PC Sales at HP, Dell - Bloomberg." Bloomberg - Business & Financial News, Breaking News Headlines. Bloomberg, 18 May 2011. Web. 23 May 2011. <http://www.bloomberg.com/news/2011-05-18/apple-ipad-s-buzz-saw-success-cuts-into-pc-sales-at-hp-dell.html>. Savov, Vlad. "Google Reaches 100 Millionth Android Activation, 400,000 Android Devices Activated Daily." Engadget. Engadget.com, 10 May 2011. Web. 23 May 2011. <http://www.engadget.com/2011/05/10/google-reaches-100-millionth-android-activation-400-000-android/>. StatCounter Global Stats - Browser, OS, Search Engine including Mobile Market Share. GS StatCounter. Web. 23 May 2011. <http://gs.statcounter.com/>. Tech-Buzz.net. Tech-Buzz.net. TechBuzz - Tech Tips, Mobile Apps, Web Apps and Other Know Hows. TechBuzz. Web. 23 May 2011. <http://tech-buzz.net/wp-content/plugins/wordpress-toolbar/toolbar.php?wptbto=http://blog.shoutem.com/2011/04/21/infographic-the-state-of-mobile-app-world/>. Warren, Christina. "Apple Sells 100 Million IPhone Units." Social Media News and Web Tips – Mashable– The Social Media Guide. Mashable, 2 Mar. 2011. Web. 23 May 2011. <http://mashable.com/2011/03/02/100-million-iphones/>. WebTrends. WebTrends. Measuring Adoption, Realizing Returns in Mobile. WebTrends. Web. 04 Mar. 2011. <http://www.webtrends.com/Products/Analytics/~/media/Brochures/Brochure-Mobile-Analytics.pdf>. Zeman, Eric. "IPad Owns 82% Of U.S. Tablet Market -- InformationWeek." InformationWeek | Business Technology News, Reviews and Blogs. InformationWeek, 6 May 2011. Web. 23 May 2011. <http://www.informationweek.com/news/personal-tech/tablets/229402946>.
  • Give clarity on “mobile” and its associated platforms. This will clear up the language that they are seeing everywhere.The tier helps users understand the level of engagement with users.
  • 1st step in Mobile Landscape:Works on MAC/PCS/Tablets/SmartphonesTechnology: HTML/CSSDesign:I/A and UX are the same on all the devicesDesktop experience for mobile usersContent: Renders “As Is” for most web and mobile browsersWeb AnalyticsExample: StuyTown, AFBAComments: Reducing desktop experience may require pinch & zoom, and horizontal scrolling Loading speed can affect UXCertain media players, programs, and plug-ins such as Flash/Silverlight and embedded JavaScript may not function due to lack of platform supportIncluded in All R2i CMS Projects
  • The second step to mobilizing the brand. Cross platform. Most cost-effective but may sacrifice immediate brand association (having the app on the phone and having it notify you on trends, reports and etc).Platforms: Tablets ( iPad, Playbook, XOOM, Galaxy, and etc)Smart Phones (iPhone, HTC, WP7, and etcTechnology: HTML/CSSDesign:New I/A Mobile UX, Portrait & Landscape Content:“Quick, Easy, & Relevant”. Optimized for simple but functional content. Fast load time. Consistent with desktop UI design.Provide access to full-site (mobile friendly) as best practice)Mimic native mobile app without using development platformWeb AnalyticsExample: RoseNYC, RechargeYourYardComments: “m.dot”Content is reducedMay not look & function the same on all mobile browsersRedirecting is required
  • An app serves a purpose.Apps can go into any of the categories. They are universal on the mobile platforms.
  • Discuss these points briefly and why they are important prior to mobile engagement.They are mentioned in the perspective of the client.
  • Platforms:Tablets (iPad, Playbook, XOOM, Galaxy, and etc)Smart Phones (iPhone, HTC, WP7, and etc)Technology: Native API, HTML, CSS and CMSDesign:New IA, Content FocusedMobile UX, Portrait & LandscapeUnique BrandingContent:Information based: Syndicated Feeds, Media and Location services for consumer/enterprise applicationsDynamic content integration and caching capabilitiesSocial & Media IntegrationUtility/Daily Life UseMobile AnalyticsRapid Development Tools (AppMakr)Example: Afro, 1st Mariner Bank, MyLegalComment:Recommended marketing/ promotion strategyOnline/Offline Mobility AccessNot ideal for intense gamingContent Data Source/format may not be supported
  • Discuss the differences. This is the highest level of application development. Custom Mobile App is what every thinks about when it comes to an app. Designed for Consumers and Enterprise functions (i.e. operational usage).Platforms:Tablets (iPad, Playbook, XOOM, Galaxy, and etcSmart Phones (iPhone, HTC, WP7, and etc)Technology: Native API, HTML, CSS and CMSDesign: Mobile I/A , Mobile UX, Portrait & LandscapeUnique Mobile App (Consumer/Enterprise)Content:Unique BrandingCustom Native DevelopmentUser Engagement, Geo-Location, Interactive Content and GamesSocial & Media Integration, Utility/Daily Life UseMobile AnalyticsExample: Forbes, Meguiars, InTouch Ministries, AppTioComments:Recommended marketing/promotion strategyDeploymentOnline/Offline Mobility AccessConsumer or Enterprise AppSupport and Upgrade
  • High overview of the mobile process.DiscussNeed analytics
  • Talk about its modern requirement and how important it is.
  • Idea to strategyInitial discussion.
  • Business Strategy.DO not forget marketing strategy. It must be done in correlation to the development.
  • Understand who is involve from CEO to users in the app process.
  • Some of the examplesFeatures are king and differentiates. Mixing the feature to strategy (lighter story)Story about Filling it with features vs keeping it simple
  • Picking the right oneUnderstand that each has its limitation with popularity, developer pool, supporting communities, and look and feel is different.Discuss the recreation on different platforms. Costs and level of effort
  • Guidelines: Each is different
  • Quickly elaborate on available data.
  • Acceptance levels according to testing marketing, users, and developers.
  • Discuss Agile and Iterations.Planning in advance but making sure there is time to adapt to new changes. Non existing apps may appear
  • Talk about the time to market.Priority on the overall corporate strategySupport teamMobile analytics and finding out what is the most useful analytic implementation.Move away from desktop behavior to mobile behaviorTalk about the pros and cons of having a mobile developer vs a team. Will incorporate new image
  • Add icons of good food related apps.Think beyond the healthy apps” make it interactive and drive incentive to use the app. Nexcercise is an example.
  • I want to have a QR code loaded on this page for users to visit. If they do not have QR, can we upload this to our screen to get it? We should make them fill out their information to access the PPT/PDF

Transcript

  • 1. Presentation Details:R2i State of Mobile: Tips and Trends to Building a Solid Mobile ProcessPresented To:IFIC Science Communication Summit
  • 2. Exercise
  • 3. Mobile 1983-2007
    DynaTac 800x
    iPhone (Original)
    Confidential 5/24/2011
  • 4. Smartphones and Tablets
    Confidential 5/24/2011
  • 5. Mobile Topics
    Mobile Hype
    What is an App?
    Mobile Figures 2011
    OS Trends 2011
    15 things to Know and Do in Mobile
    Best Mobile Process
    Mobile Analytics
    Alternatives to an App
    Best Mobile Practices
    Confidential 5/24/2011
  • 6. Mobile Hype
    16,000,000,000+ downloads
    • Apple accounts for 71% of all app downloads
    • 7. Applehas 365,000+ apps
    • 8. Android has over 265,000+ apps
    • 9. Blackberry has 25,000+ apps
    • 10. Windows has 12,000+ apps
    Confidential 5/24/2011
  • 11. 2008-2011 U.S. Top 8 Mobile OS Trend
    Confidential 5/24/2011
  • 12. Mobile Figures 2011
    • 100+ million iPhones worldwide-6/07
    • 13. 75 million iPod Touches worldwide-6/09
    • 14. 20 million iPads worldwide-4/10
    • 15. 650,000+mobile apps
    • 16. 100+ million Android phones
    • 17. Average Smartphone user spends 667 minutes a month using apps
    • 18. iPhone/Android owners own an average of 15 apps
    • 19. 9 out of 10 consumers are aware of the iPad
    • 20. 82 Tablets expected to come to market in 2011
    • 21. Android: 31%
    • 22. Apple: 27%
    • 23. RIM: 25%
  • Mobile
    Mobile Friendly Website(Every Site): Site renders ‘as is’
    Mobile Optimized Website (Optional $): m. ‘dot’ site, I/A and Mobile Content
    Branded Mobile App ($): Info based, Syndicated Feeds, Media Services
    Custom Native App($$$): Unique functionality
  • 24. Mobile Friendly Website
    Stuytown
    Mobile Engagement Rating: 1.5 out of 5 stars
    Confidential 5/24/2011
  • 28. Mobile Optimized Website
    RechargeYourYard
    RoseNYC
    Mobile Engagement Rating: 2.5-4 out of 5 stars
    Confidential 5/24/2011
  • 32. 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.
    Confidential 5/24/2011
  • 52. 15 things to Know and Do in Mobile
    Do you have time?
    Mobile development is Different
    Initial App Research
    Ideal Minimum Investment Cost
    Mobile Hype vs. Business Goals
    Measuring App success
    Demographic Targeting
    Marketing Strategy and Budget
    Supporting the app
    Dedicated Project Manager
    Available Data
    Interview Vendors
    Fixed Price vs. Time & Material
    Consider Alternative
    Calculated Risk & Analysis
    Confidential 5/24/2011
  • 53. Branded Mobile App
    1st Mariner Bank
    SourceFire
    Mobile Engagement Rating: 4 out of 5 stars
    Confidential 5/24/2011
  • 57. Custom Mobile App
    Serve
    In Touch Ministries
    Meguiar’s
    Forbes
    Mobile Engagement Rating: 4 -5 out of 5 stars
    Confidential 5/24/2011
  • 62. R2i’s Mobile Process
  • 63. Mobile App: Modern Requirement
    To App or Not to App
    Confidential 5/24/2011
  • 64. App: The Ideas
    Ideas to Paper
    Confidential 5/24/2011
  • 69. App: The Business
    Strategy, Strategy and Strategy
    Confidential 5/24/2011
  • 76. App: The Audience
    Who’s Who
    Confidential 5/24/2011
  • 80. App: The Features
    Worth its Weight in Gold
    Confidential 5/24/2011
  • 88. App: The Platform
    The Phone(s) Matter
    Confidential 5/24/2011
  • 93. App: The Storyboard
    User Experience is King
    Confidential 5/24/2011
  • 98. App: The Data
    Content Driven
    Confidential 5/24/2011
  • 103. App: The Acceptance
    Evolving with your Audience
    • Key Performance Indicators
    • 104. Success Factors
    • 105. Acceptance Criteria
    Confidential 5/24/2011
  • 106. R2i’s Mobile Development
  • 107. App: Evolution
    Evolving with your Audience
    Confidential 5/24/2011
  • 112. App: Mindset
    New Media Attitude
    Confidential 5/24/2011
  • 119. Food for Thought
    FoodSpotting
    RedLaser
    Calorie Counter
    Epicurious
    Confidential 5/24/2011
  • 135. Q&A
  • 136. Visit R2i Mobile
    bit.ly/r2iStateofMobile
    Confidential 5/24/2011
  • 137. Works Cited
    Etherington, Darrell. "Infographic: The Selling Power of the IPad." Weblog post. GIGAOM. GIGAOM.COM. Web. 04 Feb. 2011. <http://gigaom.com/apple/infographic-the-selling-power-of-the-ipad/>.
    Jade, Charles. "IPod Touch Now Outselling IPhone: Apple News, Tips and Reviews «." GigaOM · Tech News, Analysis and Trends. GigaOM. Web. 23 May 2011. <http://gigaom.com/apple/ipod-touch-now-outselling-iphone/>.
    Malik, Om. "The Economics of Attention: Why There Are No Second Chances on the Internet : Tech News and Analysis «." GigaOM · Tech News, Analysis and Trends. GigaOM, 29 Mar. 2011. Web. 23 May 2011. <http://gigaom.com/2011/03/29/the-economics-of-attention-why-there-are-no-second-chances-on-the-internet/>.
    Mindlin, Alex. "Using Phones, but Not to Talk or Surf." New Yorker Times. New York Times, 6 Mar. 2011. Web. 23 May 2011. <http://www.nytimes.com/2011/03/07/business/media/07drill.html>.
    Munchbach, Andrew. "Forrester Research: Over 82 Million Tablet Users in U.S. by 2015." BGR. BGR, 4 Jan. 2011. Web. 23 May 2011. <http://www.bgr.com/2011/01/04/forrester-research-over-82-million-tablet-users-in-u-s-by-2015/>.
    Ogasawara, Todd. "Apple All-Time Mobile Sales: 100+ Million IPhones. Nearly 20 Million IPads - SocialTimes.com." SocialTimes.com - Your Social Media Source. Social Times.com, 21 Apr. 2011. Web. 23 May 2011. <http://socialtimes.com/apple-all-time-mobile-sales-100-million-iphones-nearly-20-million-ipads_b58881>.
    Parr, Ben. "100 Million Android Devices Now Activated [STATS] - Yahoo! News." The Top News Headlines on Current Events from Yahoo! News. Yahoo News, 10 May 2011. Web. 23 May 2011. <http://news.yahoo.com/s/mashable/20110510/tc_mashable/100_million_android_devices_now_activated_stats_1>.
    Ricadela, Aaron. "Apple IPad’s ‘Buzz Saw’ Success Cuts PC Sales at HP, Dell - Bloomberg." Bloomberg - Business & Financial News, Breaking News Headlines. Bloomberg, 18 May 2011. Web. 23 May 2011. <http://www.bloomberg.com/news/2011-05-18/apple-ipad-s-buzz-saw-success-cuts-into-pc-sales-at-hp-dell.html>.
  • 138. Works Cited
    Savov, Vlad. "Google Reaches 100 Millionth Android Activation, 400,000 Android Devices Activated Daily." Engadget. Engadget.com, 10 May 2011. Web. 23 May 2011. <http://www.engadget.com/2011/05/10/google-reaches-100-millionth-android-activation-400-000-android/>.
    StatCounterGlobal Stats - Browser, OS, Search Engine including Mobile Market Share. GS StatCounter. Web. 23 May 2011. <http://gs.statcounter.com/>.
    Tech-Buzz.net. Tech-Buzz.net. TechBuzz - Tech Tips, Mobile Apps, Web Apps and Other Know Hows. TechBuzz. Web. 23 May 2011. <http://tech-buzz.net/wp-content/plugins/wordpress-toolbar/toolbar.php?wptbto=http://blog.shoutem.com/2011/04/21/infographic-the-state-of-mobile-app-world/>.
    Warren, Christina. "Apple Sells 100 Million IPhone Units." Social Media News and Web Tips – Mashable– The Social Media Guide. Mashable, 2 Mar. 2011. Web. 23 May 2011. <http://mashable.com/2011/03/02/100-million-iphones/>.
    WebTrends. WebTrends. Measuring Adoption, Realizing Returns in Mobile. WebTrends. Web. 04 Mar. 2011. <http://www.webtrends.com/Products/Analytics/~/media/Brochures/Brochure-Mobile-Analytics.pdf>.
    Zeman, Eric. "IPad Owns 82% Of U.S. Tablet Market -- InformationWeek." InformationWeek | Business Technology News, Reviews and Blogs. InformationWeek, 6 May 2011. Web. 23 May 2011. <http://www.informationweek.com/news/personal-tech/tablets/229402946>.