Mobile Apps
Where‘s the beef?


Klas Roggenkamp, compuccino
Agenda
Agenda


• Me



• App?

• Why?

• How?



• You
Me
Me



     Klas Roggenkamp
        Dipl. Designer
          compuccino
compuccino


• concept, design, development



• specialized in Apps, Tools, APIs

     Mobile, Web, Desktop, Social Media...
App
App
App



          iPhone
       Facebook
         Android
                 -App
         WebOS
        Desktop
      Blackb...
App?
App?




     An application is a set of integrated programs which are
      stored in a le as a single name. Every progra...
App?




     An application is a set of integrated programs which are
      stored in a le as a single name. Every progra...
App?




       An application, in my world, is a computer program
                                                       ...
App?




        An application in my words is "The act of bringing
                                                      ...
Ah.
But mobile?
Mobile App?
Mobile App




      Mobile applications are developed for small low-power
      hand held devices such as personal digita...
Why?
Why
   would you want
to have a mobile app?
Why?
Why?


• My CEO wants one
Why?


• My CEO wants one



• Marketing recommends it
Why?


• My CEO wants one



• Marketing recommends it



• Competitors do it
Why?


• My CEO wants one



• Marketing recommends it



• Competitors do it



• IT has already started
Why?


• My CEO wants one

                                     th is
                                  ve
               ...
Why?


• My CEO wants one

                                     th is
                                  ve
               ...
Why
   should you want
to have a mobile app?
Source: AdMob
57.1%
of the german population
     uses mobile data




                           Source: VA 2010
Downloads          Revenue


30,000 M



22,500 M



15,000 M



 7,500 M



    0M
      2009               2010         ...
Downloads          Revenue


30,000 M                                    $29.5 billion


22,500 M



15,000 M



 7,500 M
...
Why
should you really want
to have a mobile app?
Why?
Why?


• Apps offer added value
Why?


• Apps offer added value



• Apps make use of user context
Why?


• Apps offer added value



• Apps make use of user context



• Apps are easy to use
Why?


• Apps offer added value



• Apps make use of user context



• Apps are easy to use
Why?


• Apps offer added value



• Apps make use of user context



• Apps are easy to use



• Apps give us better acce...
Where
is the beef?
User retention
across all apps drops
 an average of 85%
 by the rst month
How?
How?




Idea > Concept > Design > Develop > Deploy > Market
How?
  What should be mobile:
something old, data access,
   general information,
     something new




  Idea > Concept ...
How?
  What should be mobile:
something old, data access,           Mobile Added Value:
   general information,       cont...
How?




Idea > Concept > Design > Develop > Deploy > Market
How?


  Use-Cases for mobile web:
    browse, search or play




Idea > Concept > Design > Develop > Deploy > Market
How?


  Use-Cases for mobile web:             User-Expectations:
    browse, search or play    entertainment, quick info,...
How?


  Use-Cases for mobile web:             User-Expectations:
    browse, search or play    entertainment, quick info,...
How?




Idea > Concept > Design > Develop > Deploy > Market
How?




Idea > Concept > Design > Develop > Deploy > Market


                       Content Sources:
                   ...
How?




Idea > Concept > Design > Develop > Deploy > Market


                       Content Sources:
                   ...
How?




Idea > Concept > Design > Develop > Deploy > Market


                       Content Sources:
                   ...
How?




Idea > Concept > Design > Develop > Deploy > Market


  platform & languages:
                          Content S...
How?


• De ne your Use-Case

• De ne your Content



• Imagine user expectation and
  user needs



• Reconsider!
Do we need
a mobile app?
Mobile App                     Mobile Web
+ tailored to device            + easy to develop
+ access to device features   ...
You




      Like? Follow @compuccino on twitter!
You


• What do you hope to achieve with your app?



• What mobile service can you / your company offer?



• Do you need...
Abschließend...


• Questions?



•    nd out more

    http://compuccino.com

    http://facebook.com/compuccino

    htt...
Mobile Apps - Where's the beef
Mobile Apps - Where's the beef
Mobile Apps - Where's the beef
Mobile Apps - Where's the beef
Mobile Apps - Where's the beef
Mobile Apps - Where's the beef
Mobile Apps - Where's the beef
Mobile Apps - Where's the beef
Mobile Apps - Where's the beef
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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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  • 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


  • Mobile Apps - Where's the beef

    1. 1. Mobile Apps Where‘s the beef? Klas Roggenkamp, compuccino
    2. 2. Agenda
    3. 3. Agenda • Me • App? • Why? • How? • You
    4. 4. Me
    5. 5. Me Klas Roggenkamp Dipl. Designer compuccino
    6. 6. 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“
    7. 7. App
    8. 8. App
    9. 9. App iPhone Facebook Android -App WebOS Desktop Blackberry
    10. 10. App?
    11. 11. 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.
    12. 12. 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!
    13. 13. App? An application, in my world, is a computer program “ designed to achieve a speci c task. „
    14. 14. App? An application in my words is "The act of bringing “ something to bear; using it for a particular purpose." „
    15. 15. Ah. But mobile?
    16. 16. Mobile App?
    17. 17. 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.
    18. 18. Why?
    19. 19. Why would you want to have a mobile app?
    20. 20. Why?
    21. 21. Why? • My CEO wants one
    22. 22. Why? • My CEO wants one • Marketing recommends it
    23. 23. Why? • My CEO wants one • Marketing recommends it • Competitors do it
    24. 24. Why? • My CEO wants one • Marketing recommends it • Competitors do it • IT has already started
    25. 25. 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
    26. 26. 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
    27. 27. Why should you want to have a mobile app?
    28. 28. Source: AdMob
    29. 29. 57.1% of the german population uses mobile data Source: VA 2010
    30. 30. Downloads Revenue 30,000 M 22,500 M 15,000 M 7,500 M 0M 2009 2010 2013 Source: Gartner 2009
    31. 31. Downloads Revenue 30,000 M $29.5 billion 22,500 M 15,000 M 7,500 M 0M 2009 2010 2013 Source: Gartner 2009
    32. 32. Why should you really want to have a mobile app?
    33. 33. Why?
    34. 34. Why? • Apps offer added value
    35. 35. Why? • Apps offer added value • Apps make use of user context
    36. 36. Why? • Apps offer added value • Apps make use of user context • Apps are easy to use
    37. 37. Why? • Apps offer added value • Apps make use of user context • Apps are easy to use
    38. 38. Why? • Apps offer added value • Apps make use of user context • Apps are easy to use • Apps give us better access
    39. 39. Where is the beef?
    40. 40. User retention across all apps drops an average of 85% by the rst month
    41. 41. How?
    42. 42. How? Idea > Concept > Design > Develop > Deploy > Market
    43. 43. How? What should be mobile: something old, data access, general information, something new Idea > Concept > Design > Develop > Deploy > Market
    44. 44. 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
    45. 45. How? Idea > Concept > Design > Develop > Deploy > Market
    46. 46. How? Use-Cases for mobile web: browse, search or play Idea > Concept > Design > Develop > Deploy > Market
    47. 47. How? Use-Cases for mobile web: User-Expectations: browse, search or play entertainment, quick info, entertainment Idea > Concept > Design > Develop > Deploy > Market
    48. 48. How? Use-Cases for mobile web: User-Expectations: browse, search or play entertainment, quick info, entertainment Idea > Concept > Design > Develop > Deploy > Market Access points?
    49. 49. How? Idea > Concept > Design > Develop > Deploy > Market
    50. 50. How? Idea > Concept > Design > Develop > Deploy > Market Content Sources: CMS, APIs, User
    51. 51. How? Idea > Concept > Design > Develop > Deploy > Market Content Sources: CMS, APIs, User
    52. 52. How? Idea > Concept > Design > Develop > Deploy > Market Content Sources: CMS, APIs, User
    53. 53. How? Idea > Concept > Design > Develop > Deploy > Market platform & languages: Content Sources: iOS, Android, webOS, CMS, APIs, User Windows 7, HTML, …
    54. 54. How? • De ne your Use-Case • De ne your Content • Imagine user expectation and user needs • Reconsider!
    55. 55. Do we need a mobile app?
    56. 56. 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
    57. 57. You Like? Follow @compuccino on twitter!
    58. 58. 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?
    59. 59. Abschließend... • Questions? • nd out more http://compuccino.com http://facebook.com/compuccino http://twitter.com/compuccino klas@compuccino.com

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