Mobile Apps: Where's the Beef
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Presentation from Workshop during "Online Communications Conference 2010", Berlin, raising the question when and why an organization should build apps. Or reconsider and start with mobile web first.
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Mobile Apps: Where's the Beef
- 1. Mobile Apps Where‘s the beef? Klas Roggenkamp, compuccino
- 3. Agenda
- 4. Agenda • Me • App? • Why? • How? • You
- 6. Me
- 7. Me Klas Roggenkamp Dipl. Designer compuccino
- 8. compuccino • concept, design, development • specialized in Apps, Tools, APIs Mobile, Web, Desktop, Social Media • focus on „getting the info to the user“ • experienced in „getting the user to the info“
- 10. App
- 11. App
- 12. App iPhone Facebook Android -App WebOS Desktop Blackberry
- 13. App?
- 14. App? An application is a set of integrated programs which are stored in a le as a single name. Every program does a “ speci c task or operation but all these operations are „ syncronised to get a bigger result which is a combination of all these operations.
- 15. App? An application is a set of integrated programs which are stored in a le as a single name. Every program does a “ speci c task or operation but all these operations are „ syncronised to get a bigger result which is a combination of all these operations. Questions? Feel free to ask!
- 16. App? An application, in my world, is a computer program “ designed to achieve a speci c task. „
- 17. App? An application in my words is "The act of bringing “ something to bear; using it for a particular purpose." „
- 18. Ah. But mobile?
- 19. Mobile App?
- 20. Mobile App Mobile applications are developed for small low-power hand held devices such as personal digital assistants, or “ mobile phones. These applications are either pre- „ installed on phones or downloaded by customers from app stores and other distribution platforms.
- 22. Why?
- 23. Why would you want to have a mobile app?
- 24. Why?
- 25. Why? • My CEO wants one
- 26. Why? • My CEO wants one • Marketing recommends it
- 27. Why? • My CEO wants one • Marketing recommends it • Competitors do it
- 28. Why? • My CEO wants one • Marketing recommends it • Competitors do it • IT has already started
- 29. Why? • My CEO wants one th is ve ha ea • Marketing recommends it e W at id • Competitors do it g re • IT has already started
- 30. Why? • My CEO wants one th is ve ha ea • Marketing recommends it e W at id • Competitors do it g re ... we think. • IT has already started
- 31. Why should you want to have a mobile app?
- 32. Source: AdMob
- 33. 57.1% of the german population uses mobile data Source: VA 2010
- 34. Downloads Revenue 30,000 M 22,500 M 15,000 M 7,500 M 0M 2009 2010 2013 Source: Gartner 2009
- 35. Downloads Revenue 30,000 M $29.5 billion 22,500 M 15,000 M 7,500 M 0M 2009 2010 2013 Source: Gartner 2009
- 36. Why should you really want to have a mobile app?
- 37. Why?
- 38. Why? • Apps offer added value
- 39. Why? • Apps offer added value • Apps make use of user context
- 40. Why? • Apps offer added value • Apps make use of user context • Apps are easy to use
- 41. Why? • Apps offer added value • Apps make use of user context • Apps are easy to use
- 42. Why? • Apps offer added value • Apps make use of user context • Apps are easy to use • Apps give us better access
- 44. User retention across all apps drops an average of 85% by the rst month
- 49. How?
- 50. How? Idea > Concept > Design > Develop > Deploy > Market
- 51. How? What should be mobile: something old, data access, general information, something new Idea > Concept > Design > Develop > Deploy > Market
- 52. How? What should be mobile: something old, data access, Mobile Added Value: general information, context awareness, access on the go, something new device capabilities Idea > Concept > Design > Develop > Deploy > Market
- 53. How? Idea > Concept > Design > Develop > Deploy > Market
- 54. How? Use-Cases for mobile web: browse, search or play Idea > Concept > Design > Develop > Deploy > Market
- 55. How? Use-Cases for mobile web: User-Expectations: browse, search or play entertainment, quick info, entertainment Idea > Concept > Design > Develop > Deploy > Market
- 56. How? Use-Cases for mobile web: User-Expectations: browse, search or play entertainment, quick info, entertainment Idea > Concept > Design > Develop > Deploy > Market Access points?
- 57. How? Idea > Concept > Design > Develop > Deploy > Market
- 58. How? Idea > Concept > Design > Develop > Deploy > Market Content Sources: CMS, APIs, User
- 59. How? Idea > Concept > Design > Develop > Deploy > Market Content Sources: CMS, APIs, User
- 60. How? Idea > Concept > Design > Develop > Deploy > Market Content Sources: CMS, APIs, User
- 61. How? Idea > Concept > Design > Develop > Deploy > Market platform & languages: Content Sources: iOS, Android, webOS, CMS, APIs, User Windows 7, HTML, …
- 62. How? • De ne your Use-Case • De ne your Content • Imagine user expectation and user needs • Reconsider!
- 63. Do we need a mobile app?
- 64. Mobile App Mobile Web + tailored to device + easy to develop + access to device features + existing Know-How (e.g. camera, adressbook) + no installation + performance + cross-platform + of ine-usage + needed anyway + (runs in background) - development per device - performance - lack of Know-How - no access to device features - requires installation - user experience - user attention - access via URL
- 66. You Like? Follow @compuccino on twitter!
- 67. You • What do you hope to achieve with your app? • What mobile service can you / your company offer? • Do you need an app for that?
- 68. Abschließend... • Questions? • nd out more http://compuccino.com http://facebook.com/compuccino http://twitter.com/compuccino klas@compuccino.com
Editor's Notes
- Hi I will be talking about mobile apps today, and since this is a workshop, I will present some details, insights from our work with apps & customers, and I will be asking you a lot of questions. And this being a workshop, I hope it will not be to rhethorical.
- But first, let me outline an agenda for today
- First, a few words about me, then we will jump into the three main questions, and then … you.
- A brief intro of … me
- Ok, Apps.
- Many people now talk about apps while thinking about this. But when talking about apps, this could be almost anything but … iPhone. So, lets take a quick look at what we are talking about
- Many people now talk about apps while thinking about this. But when talking about apps, this could be almost anything but … iPhone. So, lets take a quick look at what we are talking about
- I have asked google, to do the definition work
- Going from there, maybe this gets us a little closer …
- Yet technical, though I guess easier to grasp
- And in other words, that even a non-techie understands
- But, we were talking about mobile, right?
- Back to google
- a few years ago, this definition would have been understood as a list of technical constraints. But today, this sounds like a huge promise.
- Moving on to the Reason Why.
- Many customers come to us with a certain idea, why the want an app.
- … and these are the top 5 reasons
- … and these are the top 5 reasons
- … and these are the top 5 reasons
- … and these are the top 5 reasons
- … and these are the top 5 reasons
- … and these are the top 5 reasons
- … and these are the top 5 reasons
- … and these are the top 5 reasons
- … and these are the top 5 reasons
- … and these are the top 5 reasons
- So, in our re-brief, we would consider some of the following info, just to make sure that the customer request actually produces a valuable result
- Reason 1: mobile data traffic is surging worldwide
- Looking at germany … wow, what a promising number
- And when narrowing the stats down to mobile apps … opportunity calling! But this is marketing, whats important is
- Brief answers to big questions.
- Brief answers to big questions.
- Brief answers to big questions.
- Brief answers to big questions.
- Brief answers to big questions.
- Brief answers to big questions.
- Brief answers to big questions.
- What these numbers dont tell you … apps are a medal with two sides!
- User retention - or loyalty … considering these numbers, how would you strategically communicate?
- When you think about spending 6-7 digits amount on your apps …
- But taking a closer look, for some, there is no reason to be gloomy. So, to continue, How do you get from here to your app?
- this is a brief outline of your app development process. Step 1 is kind of the most challenging part for many
- this is a brief outline of your app development process. Step 1 is kind of the most challenging part for many
- By now, you should ask yourself one question …
- By now, you should ask yourself one question …
- By now, you should ask yourself one question …
- By now, you should ask yourself one question …
- The previous stats have shown two things: mobile web usage is rising, and apps seem to be promising. However, your goal can be missed, when looking at actual app usage And maybe, you have misinterpreted your actual needs?
- A quick comparison, not considering payment options … Thats my intro so far, now I would like to hand over to you. Questions?
- If you have no questions, then I have some for you, I would like to discuss, either in small groups or with everyone here
- If you have no questions, then I have some for you, I would like to discuss, either in small groups or with everyone here