Webinar - Mobile, choosing the correct channel

Mobile Internet
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Webinar:
Lifting the Lid on Mobile

Mobile Web -
Conflicting Perspectives
mobile
Internet
Media

Market Influences
Media
Mobile
Social Media
Social, Technical & Commercial Convergence
Internet
Advertising
Software
Entertainment
Retail

“We can already do mobile” ?!

Conflicting Industry Agendas
Agencies
Mobile Co’s
Revenuegeneration
Selling data
Selling phones
Increasing creative spend
Client lock-in
New channel
Brands
Consumers
Media and Content
Cheap
Fast
Easy
Advertising revenues
Sales Channel
Subscription

Mobile Web -
Different Technical Approaches

Different Approaches
The new generation of rapid device aware Application Development Environments are built for the mobilised future of the Web

Growing Platform Base

Keeping Pace – Handset Models
iPhone
HTC
Blackberry
Models
Models
Models

Keeping Pace – Handset Evolution
Blackberry
Pearl
Bold
Torch
Curve
OS version
Javascript Support
CSS support
screen size versions
video support

Rapid Speed of Change
Global Handset Manufacturer Share
July 2010
January 2011

Wider Technology Landscape
Hybrid Electric Vehicles
Games Consoles
Internet TV
Feature Phones
Smart Phones
Tablets
Electronic Signage
Kiosks
Home appliances
In Car entertainment
Internet TV
cameras
PC’s
Medical devices
Net books
e books

Fantasy or Reality?
The new ‘Expiria Play’ from Sony Ericsson – aka “the PlayStation Phone

Constantly Evolving Device Landscape

Apps – Part of the Evolution
Simple development platform
High Commercial appeal
Well supported by the handset manufacturers
Revenue generating
Simple to use
Fun
Engaging

App Landscape Becoming Complex
Native Apps
Browser Based
Apple App Store
Android Market
BlackBerry App World
Ovi Store – Nokia
PlayNow arena – Sony Ericsson
Windows Marketplace
WAC - operator consortium
AppUp – Intel
Frigo– Telefonioca
Samsung Application Store

Making Your App Count
Tom Fishbourne

Getting Your App Seen
350,000 Apple Apps
88,000 Android Apps (Google say 150,000)
Android will have more apps than Apple by mid 1012
9.9 billion Apple App downloads and counting

Apps Reputational Risk
Leading UK High Street Retail Brand
Public comments taken from the App store:
“Competent at what it does but that's not much”
“Pretty useless but at least they have an app unlike competitors”
“You can’t use this app to shop”
“Only had this App for a month before deleting”

Even the experts can get it wrong!
“Laughable effort. Can't believe someone at the GSMA thought this would be any good”
“Dire! If there was a 2011 turkey prize, this would be it”
“Totally useless, just like the dead wifi and the arrogant staff at the site”
“Rubbish app. Was expecting much more from MWC as industry body and organisers ”
“What a useless piece of software... tried to use it twice, gave up. The paper map is more interactive”
“Absolutely pathetic. Lame excuse for an app”
“what kind of amateur app is this?”
“What a pitiful application! The developer must have never seen an Android device”

App Security Risk
Apps are software!
Only as good as the developer
Access on-board hardware
Access on-board files
Malware
Spyware
Data leakage
££££ Data download

Web Apps – Next Generation
Web App or Native App?

Web Apps – Next Generation
Fully featured Apps delivered using the browser
One version for all mobiles - over 12,000 device types
Instantly available – no need to download
Available from the Brand’s own site
Faster and cheaper to develop
Easy to update and maintain
Integration into CMS and external content
Easy to share
Detailed analytics
Integrates and augments native Apps

Delivering a Good User Experience
Think customer out
Expectation
Device Aware
Logical Content for Mobile
Speed download
Cost - tariff
Clicks
Fingers and thumbs
Brand

Optimised for Mobile
Device compatibility
Optimized Markup
White space removal
CSS compression
Java script compression
Style sheet requests
Page Weight
Markup quality
Use of progressive enhancement
Image sizes
Page load time – single and under load

Consistent Experience

Managing Consistent Brand Experience
Communication
mobile
Social Media
internet
IIP TV
e-mail
Apps

Technology Management
Communication
Agnostic Technology Layer
mobile
Social Media
internet
IIP TV
e-mail
New tech
Apps

Technology Management
Communication
+
mobile
Social Media
internet
IIP TV
e-mail
New tech
Apps

Alterian and bemoko Joint Solution

Summary
Market Influencers
Risks of relying on a single Technology
The Pace Of Change
Handset Diversity
The Wider Mobile Technology Pipeline
The Evolving App Landscape
Considerations For Improving User Experience
The need to use a different Approach

Questions:
Next sessions - From the Perspective of Mobile
Direct Marketing: Tuesday 12th April @10am UK
Device Technology: Monday 9th May @10am UK
E-commerce: Tuesday 14th June @ 10am UK
Social Media: Tuesday 12th July @ 10am UK
www.bemoko.com
www.alterian.com

Webinar - Mobile, choosing the correct channel

by bemoko Ltd. on Mar 30, 2011

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Webinar - Mobile, choosing the correct channel — Presentation Transcript

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