North	  by	  North	  Shore	  Why	  Invest	  in	  Building	  a	  Mobile	  App?	                               Larry	  Ehrha...
Agenda	  •  Why	  Mobile?	  •  Business	  Drivers	  to	  Mobile	  Apps	  •  Key	  Issues	  to	  Address	  Early	  •  What	...
Mobile	  is	  Important	  and	  Different	      Unique	  to	  Mobile	  Web	     Apps	  vs.	  Mobile	  Web	                 ...
Mobile	  Strategy	  Areas	  •  Direct	      –  Basic:	  Mobile	  Friendly	  Web	  Presence	      –  Intermediate:	  Engage...
Basic:	  Mobile	  Friendly	  Web	  Presence	  
Intermediate:	    Engage	  New	  Customers	  with	  Mobile	  App	  •  App	  types	      •  A	  useful	  tool	      •  Some...
Intermediate:	           Help	  Your	  Current	  Customers	  •  App	  types	      •  Product	  Catalog	  	      •  Custome...
Advanced:	                 Make	  Something	  New	  •  App	  types	      •  Content	      •  Tools	  •  New	  features	  a...
Advanced:	                 Support	  Your	  Business	  •  App	  types	      •  Field	  ProducBvity	      •  Employee	  Sup...
Mobile	  App	  Candidate	  Criteria	  •  Unique	  device	  capabiliBes	  	  •  Lowers	  the	  barrier	  to	  usage	  •  Ad...
App	  Pla_orm	  Choice:	  	  	  Business	  and	  Technical	  Decision	                 •  Higher-­‐end	  consumers,	  used...
Design	  In	  Ways	  to	  Learn	  About	  Users	       Surveys	                               Event	  Tracking	   App	  Si...
App	  MarkeBng	  –	  What	  Works?	  •  Bloggers	  /	  other	  influencers	  •  Word	  of	  Mouth	  –	  Organic	  and	  App...
Gedng	  Started	  •  Mobile	  presence	  audit	  	  •  Mobile	  app	  strategy	  –	  find	  out	  what	  your	       custom...
Thank	  You!	             	         Slides	  Available	  at:	  hgp://www.northbynorthshore.com	              Larry	  Ehrha...
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Why Invest in a Mobile App for Your Business?

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Presentation given at the North by Northshore conference June 2012. Agenda: Business Drivers for Mobile Apps, Some Key Early Design Choices, App Marketing Scorecard.

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Why Invest in a Mobile App for Your Business?

  1. 1. North  by  North  Shore  Why  Invest  in  Building  a  Mobile  App?   Larry  Ehrhardt   CEO,  Founder   Ballast  Lane  ApplicaBons,  LLC  
  2. 2. Agenda  •  Why  Mobile?  •  Business  Drivers  to  Mobile  Apps  •  Key  Issues  to  Address  Early  •  What  to  Do  First  
  3. 3. Mobile  is  Important  and  Different   Unique  to  Mobile  Web   Apps  vs.  Mobile  Web   Games  and  Social   Local  Search   Media   “Most  loved”  &  “Most   Real-­‐Bme  Research   Used”  Only   ValidaBon  from   MulB-­‐modal  &   Friends   Interconnected   Emphasis  &   DisBncBon  in  Blurring   Reinforcement  
  4. 4. Mobile  Strategy  Areas  •  Direct   –  Basic:  Mobile  Friendly  Web  Presence   –  Intermediate:  Engage  New  Customers   –  Intermediate:  Help  Your  Current  Customers   –  Advanced:  Make  Something  New   –  Advanced:  Support  your  Business  Processes  •  Indirect   –  OpBmize  presence  on  mobile  tools  (email,  search,   directories,  etc.)   –  Mobile  adverBsing  
  5. 5. Basic:  Mobile  Friendly  Web  Presence  
  6. 6. Intermediate:   Engage  New  Customers  with  Mobile  App  •  App  types   •  A  useful  tool   •  Something  fun  •  Find  your  target  audience  •  Emphasize  your  message  •  Earn  the  right  to   communicate  
  7. 7. Intermediate:   Help  Your  Current  Customers  •  App  types   •  Product  Catalog     •  Customer  support  •  Help  your  customers  find   what  they  need  •  DifferenBate  your  company  
  8. 8. Advanced:   Make  Something  New  •  App  types   •  Content   •  Tools  •  New  features  and   funcBons  •  New  delivery   medium  
  9. 9. Advanced:   Support  Your  Business  •  App  types   •  Field  ProducBvity   •  Employee  Support   •  Training  •  Deliver  Efficiency  •  Open  up  new   opportuniBes  
  10. 10. Mobile  App  Candidate  Criteria  •  Unique  device  capabiliBes    •  Lowers  the  barrier  to  usage  •  Adds  to  user’s  current  acBviBes  •  Good  reason  to  come  back  •  Spans  browsers  and  other  devices  
  11. 11. App  Pla_orm  Choice:      Business  and  Technical  Decision   •  Higher-­‐end  consumers,  used  to  spending  money   •  Easier  to  make  beauBful  apps   •  Less  flexibility   •  Broad  consumer  base,  but  don’t  spend  as  much   •  Harder  to  make  beauBful  apps   •  More  flexibility   •  Everyone,  but  no  “store”   •  Harder  to  make  reliable  apps   •  Unlimited  flexibility  
  12. 12. Design  In  Ways  to  Learn  About  Users   Surveys   Event  Tracking   App  Sign-­‐up   In-­‐app  Purchase  
  13. 13. App  MarkeBng  –  What  Works?  •  Bloggers  /  other  influencers  •  Word  of  Mouth  –  Organic  and  App-­‐related  •  Direct  promoBon  to  customers  &  friends  •  Web  presence  –  landing  page,  SEO  •  AdverBsing  –  Google  Ad  Words,  Facebook  etc.  
  14. 14. Gedng  Started  •  Mobile  presence  audit    •  Mobile  app  strategy  –  find  out  what  your   customers  want  and  what  makes  sense  •  Design  and  get  started  on  the  content  •  Launch  and  adjust  
  15. 15. Thank  You!     Slides  Available  at:  hgp://www.northbynorthshore.com   Larry  Ehrhardt   larry_ehrhardt@ballastlane.com   (617)  233  -­‐  8481  

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