R2i State of Mobile App and Web: Tips and Trends to Building a Solid Mobile Process
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R2i State of Mobile App and Web: Tips and Trends to Building a Solid Mobile Process

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Wayne Chen, our VP, Mobile Strategy recently outlined tips and trends to help attendees at the IFIC Summit Communication Conference build a mobile gameplan. Attendees of the conference included ...

Wayne Chen, our VP, Mobile Strategy recently outlined tips and trends to help attendees at the IFIC Summit Communication Conference build a mobile gameplan. Attendees of the conference included executives from over 50 food companies, including Dannon, General Mills, and Bayer CropScience.

Chen highlighted the fact that only some of the largest companies in the food industry deliver value through mobile applications and built a strong case for why mobile should be an essential part of every company’s digital strategy. View Chen’s complete presentation from IFIC below.

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R2i State of Mobile App and Web: Tips and Trends to Building a Solid Mobile Process Presentation Transcript

  • 1. Presentation Details: R2i State of Mobile: Tips andTrends to Building a Solid Mobile ProcessPresenter: Wayne Chen, VP of Mobile, R2integratedPresented To: IFIC Science Communication Summit
  • 2. Exercise
  • 3. Mobile 1983-2007 Dyna Tac 800x iPhone (Original) Confidential 2/13/13
  • 4. Smartphones and Tablets Confidential 2/13/13
  • 5. Mobile Topics1.  Mobile Hype2.  What is an App?3.  Mobile Figures 20114.  OS Trends 20115.  15 things to Know and Do in Mobile6.  Best Mobile Process7.  Mobile Analytics8.  Alternatives to an App9.  Best Mobile Practices Confidential 2/13/13
  • 6. Mobile Hype 16,000,000,000+ downloads•  Apple accounts for 71% of all app downloads•  Apple has 365,000+ apps•  Android has over 265,000+ apps•  Blackberry has 25,000+ apps•  Windows has 12,000+ apps Confidential 2/13/13
  • 7. 2008-2011 U.S. Top 8 Mobile OS TrendYear   iOS   Blackberry   Android   Samsung   SymbianOS   Playsta9on   webOS   Other  2008   56.04%   0.00%   0.00%   16.68%   0.00%   8.23%   0.00%   10.76%  2009   57.90%   16.40%   6.16%   5.99%   1.27%   2.20%   7.40%   5.19%  2010   38.31%   31.45%   18.71%   4.50%   2.19%   1.22%   1.09%   1.39%  2011   36.47%   23.98%   29.89%   2.82%   1.69%   2.69%   5.40%   1.31%   Confidential 2/13/13
  • 8. Mobile Figures 2011•  100+ million iPhones worldwide-6/07•  75 million iPod Touches worldwide-6/09•  20 million iPads worldwide-4/10 •  Average Smartphone user spends•  650,000+ mobile apps 667 minutes a month using apps•  100+ million Android phones •  iPhone/Android owners own an average of 15 apps •  9 out of 10 consumers are aware of the iPad •  82 Tablets expected to come to market in 2011 •  Android: 31% •  Apple: 27% •  RIM: 25%
  • 9. Mobile Google BlackBerry Apple iPhone Palm WebOS Symbian OS Windows Mobile1.  Mobile Friendly Website (Every Site): Site renders ‘as is’2.  Mobile Optimized Website (Optional $): m. ‘dot’ site, I/A and Mobile Content3.  Branded Mobile App ($): Info based, Syndicated Feeds, Media Services4.  Custom Native App ($$$): Unique functionality
  • 10. Mobile Friendly Website•  Platforms•  Technology•  Design•  Content Stuytown Mobile Engagement Rating: 1.5 out of 5 stars Confidential 2/13/13
  • 11. Mobile Optimized Website •  Platforms •  Design •  Technology •  Content RechargeYourYard RoseNYC Mobile Engagement Rating: 2.5-4 out of 5 stars Confidential 2/13/13
  • 12. What is an App?DefinitionA computer software designed to help the user to perform singular or multiple related specifictasks on a mobile device. •  Books •  Navigation •  Healthcare & Fitness •  Business •  News •  Lifestyle •  Education •  Photography •  Medical •  Entertainment •  Productivity •  Music •  Finance •  Reference •  Travel •  Games •  Social Networking •  Utilities •  Sports •  Weather Confidential 2/13/13
  • 13. 15 things to Know and Do in Mobile1.  Do you have time?2.  Mobile development is Different3.  Initial App Research4.  Ideal Minimum Investment Cost5.  Mobile Hype vs. Business Goals6.  Measuring App success7.  Demographic Targeting8.  Marketing Strategy and Budget9.  Supporting the app10.  Dedicated Project Manager11.  Available Data12.  Interview Vendors13.  Fixed Price vs. Time & Material14.  Consider Alternative15.  Calculated Risk & Analysis Confidential 2/13/13
  • 14. Branded Mobile App •  Platforms •  Design •  Technology •  Content 1st Mariner Bank SourceFire Mobile Engagement Rating: 4 out of 5 stars Confidential 2/13/13
  • 15. Custom Mobile App•  Platforms•  Technology•  Design•  Content•  Consumer & Enterprise In Touch Ministries Serve Forbes Meguiar’s Mobile Engagement Rating: 4 -5 out of 5 stars Confidential 2/13/13
  • 16. R2i’s Mobile Process Data Storyboard Platform Acceptance Audience Features Business Mobile Analytics andRequirement Reporting SRS
  • 17. Mobile App: Modern RequirementTo App or Not to App Confidential 2/13/13
  • 18. App: The IdeasIdeas to Paper•  Document it•  Investment Check•  Expert Consultation•  Initial Risk•  Complete Buy-in Confidential 2/13/13
  • 19. App: The BusinessStrategy, Strategy and Strategy•  ROI•  Educational Factor•  New Users•  New Sales•  Marketing Strategy•  App Productivity•  User Satisfaction Confidential 2/13/13
  • 20. App: The AudienceWho’s Who•  Stakeholders•  Advertisers•  Competition•  Target Users Confidential 2/13/13
  • 21. App: The FeaturesWorth its Weight in Gold•  Push Notification•  Analytics & Report•  Advertising•  Commerce•  Social Media•  Location-based•  Real-Time•  And etc Confidential 2/13/13
  • 22. App: The PlatformThe Phone(s) Matter•  iOS•  Android•  RIM•  Windows Phone 7•  And etc Confidential 2/13/13
  • 23. App: The StoryboardUser Experience is King•  Wireframes•  Pixel Perfection•  Style Guide•  Interface Guideline•  Navigation Confidential 2/13/13
  • 24. App: The DataContent Driven•  Content Source•  Feed Access•  Formatting•  Mining Data•  DB Integration Confidential 2/13/13
  • 25. App: The AcceptanceEvolving with your Audience•  Key Performance Indicators•  Success Factors•  Acceptance Criteria Confidential 2/13/13
  • 26. R2i’s Mobile Development Iterative Design Iterative Project Support Development Mobile App Mobile Analytics Agile Marketing Deployment QA & Testing
  • 27. App: EvolutionEvolving with your Audience•  Versioning•  Digital Marketing•  Analytics•  Feature Upgrade•  Marketing Strategy Confidential 2/13/13
  • 28. App: MindsetNew Media Attitude•  Timeliness•  High priority•  Strong support•  Analytics•  Desktop thinking•  Outsourcing•  Team work Confidential 2/13/13
  • 29. Food for Thought•  Consumer Apps •  Education & News •  Entertainment/Games •  Social Sharing •  Location Based Services FoodSpotting RedLaser •  Brand Loyalty •  Diet & Fitness •  Augmented Reality •  Near Field Communication •  Enterprise Apps •  Supply Management •  Sales/ Training/Operations •  Executive Widget •  Green Initiative •  Real-Time Communication Calorie Counter Epicurious •  Commercial Marketing •  Mobile Clouds Confidential 2/13/13
  • 30. Q&A
  • 31. Visit R2i Mobile bit.ly/r2iStateofMobile Confidential 2/13/13
  • 32. Works Cited1.  "Apple Dominates Apps, But Google Gaining - Appedia." Appedia - News and Insight on Mobile Apps and Software. Appedia.com, 11 Mar. 2011. Web. 24 May 2011. <http://www.appedia.com/news/2264.html>.2.  Etherington, Darrell. "Infographic: The Selling Power of the IPad." Weblog post. GIGAOM. GIGAOM.COM. Web. 04 Feb. 2011. <http://gigaom.com/apple/infographic- the-selling-power-of-the-ipad/>.3.  Jade, Charles. "IPod Touch Now Outselling IPhone: Apple News, Tips and Reviews «." GigaOM · Tech News, Analysis and Trends. GigaOM. Web. 23 May 2011. <http://gigaom.com/apple/ipod-touch-now-outselling-iphone/>.4.  Malik, Om. "The Economics of Attention: Why There Are No Second Chances on the Internet : Tech News and Analysis «." GigaOM · Tech News, Analysis and Trends. GigaOM, 29 Mar. 2011. Web. 23 May 2011. <http://gigaom.com/2011/03/29/the-economics-of-attention-why-there-are-no-second-chances-on-the-internet/>.5.  Mindlin, Alex. "Using Phones, but Not to Talk or Surf." New Yorker Times. New York Times, 6 Mar. 2011. Web. 23 May 2011. <http://www.nytimes.com/2011/03/07/ business/media/07drill.html>.6.  Munchbach, Andrew. "Forrester Research: Over 82 Million Tablet Users in U.S. by 2015." BGR. BGR, 4 Jan. 2011. Web. 23 May 2011. <http://www.bgr.com/ 2011/01/04/forrester-research-over-82-million-tablet-users-in-u-s-by-2015/>.7.  Ogasawara, Todd. "Apple All-Time Mobile Sales: 100+ Million IPhones. Nearly 20 Million IPads - SocialTimes.com." SocialTimes.com - Your Social Media Source. Social Times.com, 21 Apr. 2011. Web. 23 May 2011. <http://socialtimes.com/apple-all-time-mobile-sales-100-million-iphones-nearly-20-million-ipads_b58881>.8.  Parr, Ben. "100 Million Android Devices Now Activated [STATS] - Yahoo! News." The Top News Headlines on Current Events from Yahoo! News. Yahoo News, 10 May 2011. Web. 23 May 2011. <http://news.yahoo.com/s/mashable/20110510/tc_mashable/100_million_android_devices_now_activated_stats_1>.9.  Ricadela, Aaron. "Apple IPad’s ‘Buzz Saw’ Success Cuts PC Sales at HP, Dell - Bloomberg." Bloomberg - Business & Financial News, Breaking News Headlines. Bloomberg, 18 May 2011. Web. 23 May 2011. <http://www.bloomberg.com/news/2011-05-18/apple-ipad-s-buzz-saw-success-cuts-into-pc-sales-at-hp-dell.html>.10.  Savov, Vlad. "Google Reaches 100 Millionth Android Activation, 400,000 Android Devices Activated Daily." Engadget. Engadget.com, 10 May 2011. Web. 23 May 2011. <http://www.engadget.com/2011/05/10/google-reaches-100-millionth-android-activation-400-000-android/>.11.  StatCounter Global Stats - Browser, OS, Search Engine including Mobile Market Share. GS StatCounter. Web. 23 May 2011. <http://gs.statcounter.com/>.12.  Tech-Buzz.net. Tech-Buzz.net. TechBuzz - Tech Tips, Mobile Apps, Web Apps and Other Know Hows. TechBuzz. Web. 23 May 2011. <http://tech-buzz.net/wp- content/plugins/wordpress-toolbar/toolbar.php?wptbto=http://blog.shoutem.com/2011/04/21/infographic-the-state-of-mobile-app-world/>.13.  Warren, Christina. "Apple Sells 100 Million IPhone Units." Social Media News and Web Tips – Mashable – The Social Media Guide. Mashable, 2 Mar. 2011. Web. 23 May 2011. <http://mashable.com/2011/03/02/100-million-iphones/>.14.  WebTrends. WebTrends. Measuring Adoption, Realizing Returns in Mobile. WebTrends. Web. 04 Mar. 2011. <http://www.webtrends.com/Products/Analytics/~/media/ Brochures/Brochure-Mobile-Analytics.pdf>.15.  Zeman, Eric. "IPad Owns 82% Of U.S. Tablet Market -- InformationWeek." InformationWeek | Business Technology News, Reviews and Blogs. InformationWeek, 6 May 2011. Web. 23 May 2011. <http://www.informationweek.com/news/personal-tech/tablets/229402946>.