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There’s an app for that. But you don’t have one. Does this mean that you’re out of the mobile game? ...

There’s an app for that. But you don’t have one. Does this mean that you’re out of the mobile game?

In this presentation by Jonathan Sullivan, he explores alternative ways for going mobile, using one organization’s experience as a practical guide.
Along the way we will learn about why having an app isn’t the only path to being relevant in the mobile space, including
White labeling
Mobile partnerships
Mobile content
Mobile web

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  • There's an app for that.But you don't have one.Does this mean that you're out of the mobile game?I believe the answer is most definitely not.In this session we will explore alternative ways for going mobile, using my organization's experience as a practical guide.Along the way we will learn about why having an app isn't the only path to being relevant in the mobile space.
  • The oldest way—the original way—to go mobile was with a mobile website.Anyone remember WAP?There are two ways to do this today.Build a separate mobile-only website for smartphonesRedesign your website to work on multiple screen sizes or viewports (responsive design)Here we have an example of each.On the left is Amtrak’s mobile-only website for smartphones, also known as an “m dot” site. As you can see, it is very app like.On the right is Drexel University’s recently redesigned website, which is fully responsive.
  • AdvantagesCross-platform compatibilityPotential to reuse existing resourcesLow technical hurdleEasy for customers
  • ChallengesRequires effort to do wellMust be done well to be worth itMay require platform or content changesSecond set of content to maintain?
  • Another way to go mobile without having to build an app or a mobile website is through social media.Social networks are inherently mobile.Twitter started as a mobile service.Facebook has invested heavily in making their service more mobile friendly and there have been a slew of new or updated products from Facebook in the mobile space.Google has also been making strides at improving their mobile and social integration on both the Android and iOS platforms.
  • AdvantagesYou are already doing it (if not, shame on you)Your customers are already doing itNo development expertise needed
  • ChallengesSocial is labor intensiveSocial is happening at least 12 hours a day (more if you are global), every dayIt takes dedicated staff time to keep up with it, reacting to mentions as they happen, planning and executing an editorial calendarYou don’t control itYou control what you put out there, but not what others put out there either about you or in response to your posts.
  • The AIA recently had success with a mobile social media campaign around National Architecture Week. Throughout the week, the AIA challenged fans and followers to visit their favorite architectural site, snap a photo and upload it to Twitter or Instagram. We got thousands of impressions with this campaign, largely in mobile and without building an app or a mobile website.
  • What is white labeling?A product or service, produced by one company, that is packaged and sold by another company under its own brand.The purchaser assumes the seller is selling its own product.
  • White Labeling AdvantagesSpeed to marketNo development timeOnly need time to configure, brand and load contentCostYou aren’t paying to develop, only to licenseNo need to hire development staffBest of BreedYou can’t do a better jobCustomers won’t know the differenceChances are, this is the only app of this type that your customer will be usingAll the advantages of having an appApp Store DistributionOffline UseDeep Sensor IntegrationPush Notification
  • Challenges of White LabelingDependencyTied to one vendor for the life of the appCompromisesMajor features and UI decisions are baked inMay not be able to brand it as you would likeTake it or leave it
  • Business DriversReduced environmental impactContent can be updated in real timeAttendee can customize schedule, itineraryGreater depth of informationNew source of sponsorship revenue
  • Why White Labeling?Lack of in-house capabilityWe lacked in-house mobile app development expertise, and our budget wasn’t large enough to hire an external app developer to develop an app from scratch.Large selection of mature solutionsFortunately there was already a large selection of mature, ready-made, templatized “event apps” on the market.Doing a mobile website was not an optionMost of the content related to our convention was stored in a third-party service. While it had a mobile web component there was no great way to create an integrated, branded mobile web experience.
  • What worked wellTime to marketLow level of effort to get startedReturn on investmentResponsive to customers
  • Business DriversPurpose of a design often goes unnoticedArchitectural contributions unknown to the publicPromotion of architects who are not “starchitects”Engage the architectural enthusiast
  • Why Broadcastr?Unique ability to deliver location based audioPromotes engagement with urban environmentsShort 3-minute audio keeps listeners engagedUsers spend 9 minutes in the appAudience of up to 250,000 users
  • What worked wellFeatured on Forbes.comFeatured on a Twitter roundup about citiesHigh interest & engagement from AIA membersPublic interest in the projectCatalyst for partnerships with foreign architectural societies
  • ChallengesBroadcastr pivoted
  • Lessons LearnedBe prepared for change, especially when dealing with startupsBuild in flexibility and scalabilityHow can you make your services and content available to anyone, anytime, anywhere in a secure, safe and scalable way?

No app required No app required Presentation Transcript

  • Going Mobile:No App RequiredJ Boye Philadephia 13Jonathan Sullivan@jpsullivan
  • Theres an app for that …
  • Ways to Go Mobile *• Mobile Web• Social Media• White Labeling• Mobile Partnerships* Other than with an app
  • Mobile Webm.
  • Mobile Web• Advantages– Cross-platform compatibility– Potential to reuse existing resources– Low technical hurdle– Easy for customers
  • Mobile Web• Challenges– Requires effort to do well– Must be done well to be worth it– May require platform changes– Second set of content to maintain
  • Social MediaSocial is mobile
  • Social Media• Advantages– You are already doing it *– Your customers are already doing it– No development expertise needed* If not, shame on you!
  • Social Media• Challenges– Social is labor intensive– You don’t control it
  • Social Media Case Study
  • White LabelingYour brand, someone else’s can.
  • White Labeling• Advantages– Speed to market– Cost– Best of breed– Good for short-lived apps– Customers won’t know the difference– All the advantages of having an app
  • White Labeling• Challenges– Dependency– Compromises
  • White LabelingCase Study – AIA National Convention App
  • White Labeling Case Study• Business Drivers– Reduced environmental impact– Content can be updated in real time– Attendee can customize schedule, itinerary– Greater depth of information– New source of sponsorship revenue
  • White Labeling Case Study• Why White Labeling?– Lack of in-house capability– Large selection of mature solutions– Doing a mobile website was not an option
  • White Labeling Case Study• What worked well– Time to market– Low level of effort to get started– Return on investment– Lower environmental impact
  • White Labeling Case Study• What didn’t work well– Difficult to update content– User experience fell short– Not enough time for testing– Registered under developer in app store
  • White Labeling Case Study• Lessons Learned– Requirements before vendor selection– Build in more time for reviews– Register under your own name in app store
  • Mobile PartnershipsYour content, someone else’s experience.
  • Mobile Partnerships• Advantages– Allows you to focus on your content– New market opportunities– Expand your reach
  • Mobile Partnerships• Challenges– Content adaptation– Editorial support– Licensing
  • Mobile PartnershipsCase Study – AIA/Broadcastr Partnership
  • Mobile Partnership Case Study• Business Drivers– Purpose of a design often goes unnoticed– Architectural contributions unknown to the public– Promotion of architects who are not “starchitects”– Engage the architectural enthusiast
  • Mobile Partnership Case Study• Why Broadcastr?– Unique ability to deliver location based audio– Promotes engagement with urban environments– Short 3-minute audio keeps listeners engaged– Users spend 9 minutes in the app– Audience of up to 250,000 users
  • Mobile Partnership Case Study• What worked well– Featured on Forbes.com– Featured on a Twitter roundup about cities– High interest & engagement from AIA members– Public interest in the project– Catalyst for partnerships with foreign architecturalsocieties
  • Mobile Partnership Case Study• Challenges– Broadcastr pivoted
  • Mobile Partnership Case Study• Lessons Learned– Be prepared for change– Build in flexibility and scalability
  • Thank you!Jonathan Sullivan@jpsullivan