Your SlideShare is downloading. ×
Mobile apps: The good, the bad, the …
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Mobile apps: The good, the bad, the …

5,069

Published on

As Presented at Internet Retailer by: …

As Presented at Internet Retailer by:
Thomas Nawara, Vice President of Digital Strategy & Design, North Central Region, Acquity Group
Julie Ask, Vice President & Principal Analyst, Forrester Research Inc.
Christopher Barcelona, Associate Director Emerging Media, Resource Interactive

Creating and selling mobile apps is almost an industry unto itself today. There are thousands that consumers are willing to pay a dollar or two to get on their phones, and many others that they'll happily add to their phones for free. This session will take a quick look at the universe of apps that apply to selling merchandise, tickets or travel accommodations and project their development over the next few years. Then it will dive deep into examples of mobile apps that are available now. Our expert—and opinionated—speakers will demonstrate apps and explain why each one hits or misses. The app industry is young enough that standards are yet to develop, so be prepared for lively debate among our presenters as they share opinions about what they like and don't like.

Published in: Business, Technology
0 Comments
9 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
5,069
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
209
Comments
0
Likes
9
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Mobile has truly become the centerpiece of our customers’ lives and the way they connect instantly to all the information they need. - To illustrate that point…
  • - Mobile web browsing and app usage continues to rise - as does the success of mobile advertising. - As we see more and more brands embrace Mobile as a crucial component of their relationships with their customers... - ...We’re seeing mobile advertising play an increasingly important role in connecting w/ those customers.
  • - We think this quote from Steve Ballmer is pretty funny…
  • - The reality is that there are over 50 million iPhones that have been sold - Over 185,000 apps in the App Store. - And those apps have been downloaded over 4 billion times.
  • - And, as you know, Mobile is about more than just the iPhone or Android device that’s in your pocket. - It’s also about the emergence of Tablet computing - And bearing that out are some staggering stats re: Apple’s new iPad which, like the iPhone, is redefining the way we think about Tablet computing - ...Over 3 million iPads were sold in the first 80 days of their availability Along with 1 million iPad specific apps downloaded on the first day of availability. - And the game isn’t limited to Apple’s iPad & iPhone either. - There are rumored to be numerous Android powered Tablets coming to market in the coming year (The Samsung Galaxy Tab is already confirmed…) and Android phones were the most popular O.S. among U.S. customers who bought Smartphone's in the last 6 months according to Nielsen. ...Signaling that the industry really believes in this form factor and where it fits into consumer’s lives. - Devices like this could, in fact, revolutionize magazine and newspaper publishing, video/tv consumption, web browsing, catalogs & retailing and therefore advertising. - Something to definitely keep an eye on.
  • Usability: (Above Average) Although the interface is slightly complicated, a significant amount of information is presented in a fairly usable way Contextuality: (Excellent) Location-aware store locator, ability to scan QR codes, and compare products among the features that make this app very usable in-context Value: (Excellent) Users can find, compare and purchase products in a variety of ways. Can also use Reward Zone points. Best Buy sells product, builds loyalty, etc.
  • Usability: (Above Average) Simple, usable interface Contextuality: (Average) Location-aware store locator, ability to “share” products via FB, Twitter or email Value: (Below Average) Lack of any real commerce functionality for users or JC Penney. Saving grace is a Mobile Alerts sign-up in the “More” section
  • Transcript

    • 1. 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
    • 2. Julie Äsk Vice President Forrester
    • 3. 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
    • 4. Mobile services should offer 3 core benefits © 2010 Forrester Research, Inc. – Reproduction Prohibited IMMEDIACY CONVENIENCE QUOTIENT SIMPLICITY CONTEXT
    • 5. © 2010 Forrester Research, Inc. – Reproduction Prohibited Mobile services should align with your audience skill set & objectives plus be mobile-appropriate GROCERY EXAMPLE
    • 6. Tom Nawara VP of Digital Strategy & Design Acquity Group
    • 7. 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
    • 8. 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)
    • 9. 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
    • 10. 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.
    • 11. Christopher Barcelona Director – RI:Lab Resource Interactive
    • 12. 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
    • 13. 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
    • 14. 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
    • 15. 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
    • 16. 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
    • 17. 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
    • 18. © Copyright 2010 Resource Interactive The Traditional Approach BRAND MOBILE VENDORS MOBILE WEB APP DEVELOPERS MOBILE ADVERTISING SMS INDIVIDUAL MOBILE INITIATIVES MOBILE CONSUMER
    • 19. © 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
    • 20. Examples The Good. The Bad. The…
    • 21. 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
    • 22. 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
    • 23. The Good: Best Buy USABILITY Above Average CONTEXTUALITY Excellent VALUE Excellent
    • 24. Needs Improvement: JC Penney USABILITY CONTEXTUALITY Above Average Average VALUE Below Average
    • 25. The Good: Target Target Mobile Site Target iPhone App Target Mobile Couponing
    • 26. Needs Improvement: Abercrombie A&F iPhone App A&F Site on Mobile Browser A&F Mobile Site
    • 27. 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]

    ×