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"You don't need an App!" Telenor Presentation at Thailand Mobile Summit 2016

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"You don't need an App!"
Telenor Presentation at Thailand Mobile Summit 2016, by Bangkok Entrepreneurs
By Dennis Keller

Published in: Mobile
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"You don't need an App!" Telenor Presentation at Thailand Mobile Summit 2016

  1. 1. YOU DON’T NEED AN APP Dennis Keller HEAD OF COMMERCIAL STRATEGY - DIGITAL CHANNELS & PARTNERSHIPS ENTREPRENEUR: FOUNDER & INVESTOR
  2. 2. …they then publish an app and wonder why nobody is downloading or using it “yeah, all we hear is that we need an app. That’s where we are going to focus our resources.” (generic executive or startup founder)
  3. 3. WHY NOT? THEN WHAT ELSE? YOU DON’T NEED AN APP
  4. 4. DON’T THINK DO THINK I need an app I want to deliver my service in the best possible way. Which channels can I best leverage for that? ” “”“
  5. 5. NOT CONVINCED?
  6. 6. < 0.01 % of consumer mobile apps will be considered a financial success
  7. 7. < 0.01 % of consumer mobile apps will be considered a financial success 4 million apps on each app store makes it hard to find your app
  8. 8. < 0.01 % of consumer mobile apps will be considered a financial success 4 million apps on each app store makes it hard to find your app only 5 apps see heavy usage - are you 1 of them? 85% of time is spent on just 5 apps
  9. 9. < 0.01 % of consumer mobile apps will be considered a financial success 4 million apps on each app store makes it hard to find your app only 5 apps see heavy usage - are you 1 of them? “People already have the apps they want, or they at least are tapped out at using a certain total number of apps, and so with the pie for mobile apps not getting any bigger, the giants of the space are accruing the gains.” 1 1
  10. 10. THE MOST IMPORTANT QUESTION
  11. 11. THE MOST IMPORTANT QUESTION DO PEOPLE REALLY NEED THIS APP? LIKE, REALLY?
  12. 12. AND A BIT MORE DETAILED…
  13. 13. UNDERSTAND USER BEHAVIOR IN YOUR VERTICAL
  14. 14. 66% 66% 40% of mobile commerce happens on mobile web fewer conversions when compared to desktop of people abandon a website that takes more than 3 seconds to load mobile app or mobile web? …or desktop after all? - but don’t overload…
  15. 15. 0 200 400 600 800 1,000 1,200 1,400 1,600 Jun-14 Jun-15 Jun-16 Thousands minutes spent Desktop Mobile App Mobile Web you want more users? but how about time spent? Mobile web audiences are almost 3x the size and growing 2x as fast as app audiences
  16. 16. Thinking of launching a news app? Well… 20% 16% 12% 7% 5% 4% 3% 3% 2% 2% 26% Social Networking Music Games Multimedia Instant Messengers Retail Photos Search/Navigation Portals News/Information Other Entertainment & Communications
  17. 17. Long story short: apps are dead, kinda…
  18. 18. WHY NOT? THEN WHAT ELSE? YOU DON’T NEED AN APP
  19. 19. Mobile app Mobile web Progressive web app Desktop web Chatbot SMS Messaging platforms
  20. 20. Mobile app Mobile web Desktop web Chatbot SMS Messaging platforms Chrome push notifications Nov 2015 May 2016 350m / day 10bn / dayProgressive web app
  21. 21. Mobile app Mobile web Desktop web Chatbot SMS Messaging platforms mobile app mobile web • 200 times as many unique MAU on mobile web compared to mobile app • Unified look and experience Progressive web app
  22. 22. Mobile app Mobile web Desktop web Chatbot SMS Messaging platforms Customer service - away from call centers New gatekeeper-to-the-world: Facebook, Google, platforms for chatbots Progressive web app
  23. 23. Mobile app Mobile web Desktop web Chatbot SMS Messaging platforms “You can now Shazam songs from within iMessage” Progressive web app
  24. 24. most importantly speed engage convert retain
  25. 25. Dennis Keller linkedin.com/in/dennisikeller denniskeller.net roomoomo.com DIGITAL CHANNELS & PARTNERSHIPS ENTREPRENEUR

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