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One Size Doesn't Fit All: Selecting The Right Mobile Strategy

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The key to a successful mobile strategy is aligning user needs with your business goals and evolving mobile technologies. Once you have alignment, the focus turns to determining the right strategy for …

The key to a successful mobile strategy is aligning user needs with your business goals and evolving mobile technologies. Once you have alignment, the focus turns to determining the right strategy for your business:

• Responsive website
• Mobile web application
• Native application
• Hybrid application

Learn about these four mobile strategy options with a side-by-side comparison, as well as best practices and key considerations. You’ll be equipped to ask the right questions to determine the best mobile solution to meet your business needs.

Published in: Technology, Business

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  • 1. ONE SIZE DOESN’T FIT ALL: SELECTING THE RIGHT MOBILE STRATEGY
  • 2. Copyright © 2013 Rightpoint | Proprietary and Confidential 2 TABLE OF CONTENTS 1 Mobile strategy overview 2 Why mobile, why now? 3 Understanding your mobile strategy options 4 Best practices and key considerations 5 Weighing your options 6 Recap and Questions
  • 3. MOBILE STRATEGY OVERVIEW
  • 4. Copyright © 2013 Rightpoint | Proprietary and Confidential 4 WHICH MOBILE STRATEGY IS RIGHT FOR YOU? The key to a successful mobile strategy is aligning user needs with your business goals and evolving mobile technologies. Once you have alignment, focus on determining the right strategy for you: RESPONSIVE WEBSITE MOBILE WEB APPLICATION NATIVE APPLICATION HYBRID APPLICATION
  • 5. WHY MOBILE, WHY NOW?
  • 6. Copyright © 2013 Rightpoint | Proprietary and Confidential 6 Time spent with mobile phones and tablets (excluding voice calls) has nearly tripled since 2011.
  • 7. Copyright © 2013 Rightpoint | Proprietary and Confidential 7 MOBILE IS PLAYING A LARGER PART… Source: eMarketer, Sept 2013 Year over year mobile commerce revenue growth from 2012-2013 68% In the purchase path… Of respondents indicate they receive breaking news text alerts or notifications via mobile 31% In news consumption… Source: Mojiva, State of mobile news consumption, 11/12 of email opens come via mobile 42%In blurring personal & work lines… Source: Hubspot
  • 8. Copyright © 2013 Rightpoint | Proprietary and Confidential 8 AND USERS INCREASINGLY EXPECT MOBILE EXPERIENCES… of tablet users expect to wait less than three seconds to get to a website.1 1 Source: Keynote Competitive Research, Mobile User Survey To be fast… of smartphone users want websites to load within four seconds.1 60% 64% of smartphone users said a frustrating experience on a (mobile) website would hurt the perception of the brand.2 To be optimized… 55% of mobile users will simply “move on” or abandon a site if they encounter a non-mobile-friendly user experience.2 2 Source: Google, Q3 2012 61%
  • 9. UNDERSTANDING YOUR MOBILE STRATEGY OPTIONS
  • 10. Copyright © 2013 Rightpoint | Proprietary and Confidential 10 GETTING YOUR HEAD AROUND THE MOBILE LANDSCAPE • Use special code called CSS Media Queries to detect screen width • Adapts a website’s layout to various device screen sizes RESPONSIVE WEBSITE
  • 11. Copyright © 2013 Rightpoint | Proprietary and Confidential 11 Source: www.nixon.com/us/en/mens/
  • 12. Copyright © 2013 Rightpoint | Proprietary and Confidential 12 GETTING YOUR HEAD AROUND THE MOBILE LANDSCAPE • Use special code called CSS Media Queries to detect screen width • Adapt a website’s layout to various device screen sizes RESPONSIVE WEBSITE MOBILE WEB APPLICATION • Designed and built for mobile web browsers • Compatible with all smartphones and tablets via mobile web browser
  • 13. Copyright © 2013 Rightpoint | Proprietary and Confidential 13 Source: oakley.com
  • 14. Copyright © 2013 Rightpoint | Proprietary and Confidential 14 GETTING YOUR HEAD AROUND THE MOBILE LANDSCAPE NATIVE APPLICATION • Use special code called CSS Media Queries to detect screen width • Adapt a website’s layout to various device screen sizes RESPONSIVE WEBSITE MOBILE WEB APPLICATION • Designed and built for mobile web browsers • Compatible with all smartphones and tablets via mobile web browser • Designed and built for mobile operating systems (iOS, Android, Windows 8) • Customers install on their phone from an App Store download • Accesses and uses phone features, e.g. camera, scan, GPS, and other functions
  • 15. Copyright © 2013 Rightpoint | Proprietary and Confidential 15 Source: Jackthreads app for iPhone and Android
  • 16. Copyright © 2013 Rightpoint | Proprietary and Confidential 16 GETTING YOUR HEAD AROUND THE MOBILE LANDSCAPE NATIVE APPLICATION • Use special code called CSS Media Queries to detect screen width • Adapt a website’s layout to various device screen sizes RESPONSIVE WEBSITE MOBILE WEB APPLICATION • Designed and built for mobile web browsers • Compatible with all smartphones and tablets via mobile web browser • Designed and built for mobile operating systems (iOS, Android, Windows 8) • Customers install on their phone from an App Store download • Access and use phone features, e.g. camera, scan, camera, and other functions HYBRID APPLICATION • Available in App Stores and takes advantage of phone features • Relies on web technologies, but runs locally on the device via an embedded browser
  • 17. Copyright © 2013 Rightpoint | Proprietary and Confidential 17 Source: Walgreens app for iPhone and Android
  • 18. BEST PRACTICES
  • 19. Copyright © 2013 Rightpoint | Proprietary and Confidential 19 BEST PRACTICES FOR SUPPORTING STRATEGY IMPLEMENTATION NATIVE APPLICATIONRESPONSIVE WEBSITE MOBILE WEB APPLICATION HYBRID APPLICATION
  • 20. Copyright © 2013 Rightpoint | Proprietary and Confidential 20 TREAT YOUR STRATEGY AS A PRACTICE Treating Mobile Strategy as a practice will enable you to continually align business goals, audience needs, and evolving technologies. Mobile strategy as a practice not a project1 NATIVE APPLICATIONRESPONSIVE WEBSITE MOBILE WEB APPLICATION HYBRID APPLICATION
  • 21. Copyright © 2013 Rightpoint | Proprietary and Confidential 21 GO AFTER MEASURABLE OUTCOMES Treating Mobile Strategy as a practice will enable you to continually align business goals, audience needs, and evolving technologies. Mobile strategy as a practice not a project1 Clearly mapping business goals to measurable outcomes will enable you to effectively manage and refine your strategy based on performance. Map business goals to measurable outcomes2 NATIVE APPLICATIONRESPONSIVE WEBSITE MOBILE WEB APPLICATION HYBRID APPLICATION
  • 22. Copyright © 2013 Rightpoint | Proprietary and Confidential 22 DESIGN FOR NEEDS AND GOALS OF YOUR CORE AUDIENCE Treating Mobile Strategy as a practice will enable you to continually align business goals, audience needs, and evolving technologies. Mobile strategy as a practice not a project1 Clearly mapping business goals to measurable outcomes will enable you to effectively manage and refine your strategy based on performance. Map business goals to measurable outcomes2 Taking the time to understand the needs, challenges, and desires of your target audience will provide strategic insights into your strategy as a practice. Understand your audience and design for them3 NATIVE APPLICATIONRESPONSIVE WEBSITE MOBILE WEB APPLICATION HYBRID APPLICATION
  • 23. Copyright © 2013 Rightpoint | Proprietary and Confidential 23 KEEP YOUR BUSINESS UNITS AND LEADERS ALIGNED Treating Mobile Strategy as a practice will enable you to continually align business goals, audience needs, and evolving technologies. Mobile strategy as a practice not a project1 Clearly mapping business goals to measurable outcomes will enable you to effectively manage and refine your strategy based on performance. Map business goals to measurable outcomes2 Taking the time to understand the needs, challenges, and desires of your target audience will provide strategic insights into your strategy as a practice. Understand your audience and design for them3 Continually circulating your strategy across your business units and leaders will strengthen your enterprise and provide productive outlets for innovation. Distribute strategy to business units and leaders4 NATIVE APPLICATIONRESPONSIVE WEBSITE MOBILE WEB APPLICATION HYBRID APPLICATION
  • 24. KEY CONSIDERATIONS AND WEIGHING YOUR OPTIONS
  • 25. Copyright © 2013 Rightpoint | Proprietary and Confidential 25 TO DECIDE ON THE RIGHT STRATEGY, ASK THE RIGHT QUESTIONS 1. Do you need to take advantage of phone functionality? 2. Do you need to monetize content and support purchasing? 3. Do you need cross-platform compatibility and CMS driven? 4. Do you need something cost effective and easy to maintain? 5. Do you need a personalized experience for your target audience? 6. Do you have a complex design and user interface? 7. Do you need the ability to function with no connectivity? NATIVE APPLICATION RESPONSIVE WEBSITE MOBILE WEB APPLICATION HYBRID APPLICATION
  • 26. Copyright © 2013 Rightpoint | Proprietary and Confidential 26 WEIGHING YOU OPTIONS AND MOVING TOWARDS A STRATEGY NATIVE APPLICATIONRESPONSIVE WEBSITE MOBILE WEB APPLICATION HYBRID APPLICATION DEVELOPMENT COST DEVICE FEATURES SPEED INSTALLATION DISCOVERABILITY USER EXPERIENCE PLATFORM RESTRICTION, APPROVAL, FEES More expensiveModerate Cost effective Reasonable Full accessLimited access Limited access Full access (native components) FastestFast Fairly fast Faster RequiredNot required Not required Required Not as discoverableVery discoverable Most discoverable Not as discoverable Seamless experience with device and platform Consistent experience across all devices Consistent experience across all devices Seamless experience with native components Platform dependentIndependent Independent Partial dependence Approval process and restrictions Free of restrictions Free of restrictions Approval process and restrictions
  • 27. RECAP
  • 28. Copyright © 2013 Rightpoint | Proprietary and Confidential 28 ONE SIZE DOESN’T FIT ALL, BUT YOU CAN CHOOSE MULTIPLE SIZES NATIVE APPLICATION • Provides a richer user experience with seamless device integration. • Best used for gaming apps, apps needing to run without a data connection, apps needing to take advantage of device features e.g. alerts, geo-location, etc. RESPONSIVE WEBSITE • Well suited to all environments and devices. • Best used for content-driven websites or transactional apps. MOBILE WEB APPLICATION • Provides a consistent experience across all environments and devices. • Best used when cost is a consideration and a tightly integrated user experience is not required. HYBRID APPLICATION • Best used when needing to run an application across multiple mobile operating systems and utilize the different capabilities of each platform.
  • 29. CHICAGO 29 North Wacker Drive 4th Floor Chicago, IL 60606 Ph 312.920.8383 DENVER 1045 Lincoln Street Suite 204 Denver, CO 80203 Ph 720.330.3000 DETROIT 43155 Main Street #2212C-2 Novi, MI 48375 Ph 248.255.4175 THANK YOU