Mobile apps: The good, the bad, the …

Mobile Apps The Good. The Bad. The… Internet Retailer / Oct. 12, 2O1O Julie Äsk Vice President / Forrester Research Tom Nawara VP of Digital Strategy & Design / Acquity Group Christopher Barcelona Director, RI:Lab / Resource Interactive

Julie Äsk Vice President Forrester

Excellent mobile strategies begin with an understanding of audience analysis © 2010 Forrester Research, Inc. – Reproduction Prohibited PEOPLE Review the Mobile Technographics ® Profile of your target audience OBJECTIVES Decide on your goals STRATEGY Determine your approach to meet your objectives TECHNOLOGY Choose the technologies that will enable you to implement your strategy P O S T MOBILE STRATEGY DEVELOPMENT PROCESS

Tom Nawara VP of Digital Strategy & Design Acquity 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 Barcelona Director – RI:Lab Resource 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 Integrated Mobile Offering BRAND MOBILE BRAND BUILDING MOBILE USABILITY O.P.E.N. STRATEGY MOBILE WEB CONSUMER INSIGHTS & STRATEGY DIGITAL MARKETING SOCIAL MEDIA MOBILE ADVERTISING MOBILE APPS LBS INTERACTIVE PRODUCTS MOBILE COMMERCE INTEGRATED MOBILE MARKETING INITIATIVES MULTI-FUNCTIONAL MOBILE CONSUMER

Examples The 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 barcode SnapTell 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 App Target 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 Interactive [email_address] Julie Äsk / Vice President / Principal Analyst – Forrester Research [email_address] Tom Nawara / VP, Digital Strategy & Design – Acquity Group [email_address]

Mobile apps: The good, the bad, the …

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