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Transforming Web Business to a Mobile Business - Presentation by Sirish Kosaraju


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How to transform your web business to mobile business. A presentation by Sirish Kosaraju, Co-Founder & COO at RapidValue Solutions. This presentations address the following topics:
1. Why Mobile?
2. How is Mobile Different from Web?
3. Technology Considerations when moving to Mobile
4. Business Considerations when moving to Mobile
5. Summary

Published in: Technology, Business

Transforming Web Business to a Mobile Business - Presentation by Sirish Kosaraju

  1. 1. Transforming Web Business To Mobile Business
  2. 2. Agenda 1 Why Mobile? 2 How is Mobile Different from Web? 3 Technology Considerations when moving to Mobile 4 Business Considerations when moving to Mobile 5 Summary Copyright 2013 2
  3. 3. Why Mobile? Copyright 2013
  4. 4. Mobile is the best opportunity says Walmart. Over the past two years, Walmart notices 1/3rd of traffic from mobile visitors. The World’s Largest Retailer Mobile continues to be a strength and source of growth, with mobile enabled commerce volume jumping 75%. 20% of the company’s sales are via mobile, as eBay added 3.2mn new mobile users across its entire suite of apps. The World’s Online Marketplace 55% of visits to Zillow now come from a mobile device, and that soars to over 60% on weekends. America’s most popular web portal for real estate and home related information Copyright 2013 4
  5. 5. What Industry Experts Say • 64% US smartphone penetration has reached within 6 years since 2007 when Apple first launched its iPhone. Source: Neilsen • World wide smartphone penetration to reach from • 33% in 2013. Source: eMarketer Web traffic usage through mobile is 2013 from • 50% by 2017 17.4% worldwide in 11.1% in 2012. Source: Asia leads the planet with the most-mobile web users with 26.6% of web traffic coming from mobile devices. Source: • Touch-screen devices (including iPad, iPhone and hybrids such as Microsoft’s Surface Pro will account for PCs shipped in 2016. Source: Canalys 59% of all Copyright 2013 5
  6. 6. What Industry Experts Say (contd.) • India’s total mobile subscriber base amount to ~900 million with mobile internet subscribers of143.2 million. Source: • Mobile Internet accounts for 59.36% of the total Internet usage in India, as of Dec 2012. Source: Medianama • India has 44 million smartphone subscribers as of Q4 2012.Smartphones account for only the total subscribers. China has 4% of 24% penetration rate. Source: Medianama Copyright 2013 6
  7. 7. Most Preferred Activity on Smart Devices Source: IDC and Facebook, Aug 2013 Copyright 2013 7
  8. 8. Transforming Web Business to a Mobile First Strategy Facebook had zero revenues from mobile and was identified as the biggest risk when it went IPO. Facebook’s share was driven down by over 40% due to this preserved risk. Facebook then implemented native mobile apps for Android and iOS. And focused on mobile first strategy. Results • Of the 699 million daily active users who logged onto the site in June 2013, more than two-thirds did so from a mobile device • Mobile revenues accounted for 41% of the company's revenues in Q2 2013 • Mobile users spend one in every five minutes online using Facebook, web users spend one in every seven minutes Source: Copyright 2013 8
  9. 9. Case Study – Marissa Mayer believes in a Mobile First Approach Yahoo has been a web portal leading since arrival of Internet. It has lost its competitive edge in the past few years due to continued dependence on desktop Internet. Marissa Mayer (CEO, Yahoo) has been focusing on new ways to revamp Yahoo. As part of the transformation, she has incorporated mobile strategy into her corporate plan. Marissa re-launched mobile apps and acquired 16 startups which were centered on mobile content, apps and services. Given that iOS and Android are the most popular mobile devices, Yahoo has built mobile solution for both these device platforms for across categories – Yahoo Mail, Yahoo Weather, Yahoo Search, Yahoo Messenger etc. Results Including mobile into their corporate strategy has shown good growth for Yahoo past two quarters and expected to increase further. • Monthly active users are up 20% to 800 million • Mobile users rose to 390 million in Q3 2013, up 15% from 340 million in Q2 2013 Source: TechCrunch Copyright 2013 9
  10. 10. Few Thoughts • Incorporate Mobile First Strategy into your roadmap • Today, the question should be how to implement, and not should we go mobile? • For your mobile strategy to be successful, you need to adopt the 360-degree approach and include mobile in every aspect of your business Copyright 2013 10
  11. 11. Mobile is just the beginning... Transformation is happening across the Ecosystem Watch the Video Copyright 2013 11
  12. 12. How to Transform from Web to Mobile? Copyright 2013
  13. 13. How is Mobile Different from Web Screen Size Personalized User information Different Operating Systems Device Capabilities – camera, video, Maps etc. Copyright 2013 24/7 access to mobile vs. few hours to laptop/desktop Location Based Varying device capabilities across user base Multiple technology options providing different experiences (Native, Hybrid, Mobile Web) 13
  14. 14. Organization Should Consider Both Business & Technology Perspectives Technical Considerations • • • • • • • Service Oriented Approach User Experience Technology Options Organization Structure Monetization on mobile Multi-Screen Audiences Development Approach o o • • Business Considerations Test Driven Continuous Integration Testing Setup Continuous Improvement Copyright 2013 14
  15. 15. Trulia – A Case Study Monetization Team • Built from the start – along with apps, launched an ad system • Show context sensitive information with zero clicks and ensure user gets to the call to action with little browsing • Centralized Team for UI / UX across all apps • Mobile Engineering Team organised by technology competency – iOS, Android, mobile web site etc • Determine the metrics • Responsive approach by front end website App Philosophy • Develop apps on multiple platforms – OS, iPad, Android, Android Tablets, Kindle Fire, Windows 8 Tablets, Mobile Web • Specific purpose apps on specific platforms like Renters, Real Estate Agents, Mortgage Shoppers. Provide essential functionality for fast and efficient mobile experience • Like Foursquare, agents can check in to specific properties using agent app and distinguish themselves from other agents Source: Forbes Copyright 2013 15
  16. 16. Technology Perspective Service Oriented Architecture • • • API, API, API - APIs for everything Move from building features to building APIs for each of those You are not building for one surface but multiple surfaces which you may have not seen yet Technology Options – Native vs Mobile Web ; Mobile Web vs Responsive Web • • • Should you choose Native or Web or Cross Platform • More often than not its not either or but its both platforms co-existing together Understand the tradeoffs Make a decision along with Business teams like Sales & Marketing – its not just a technology decision Copyright 2013 16
  17. 17. Technology Perspective User Experience Approach • • • • • • Centralized UI / UX team User experience has to be spot on mobile as opposed to desktop Follow standards for each platform Less space – so create more personalized experiences Ask Less – Learn more with every interaction Use deep analytics to present the data New Features not available in the Web • Mobile is not just an extension – it provides additional capabilities like location, camera etc. • Create features on mobility that may not be available or even possible on the web Copyright 2013 “The Zillow Real Estate App integrates a new photo-driven shopping experience optimized for the smaller screen, allowing users to slide through thumbnail-sized photos of the search results without leaving the map. Other features include – listings, add to favorites, push notifications, share via social media etc.” – Zillow 17
  18. 18. Technology Perspective Development Approach - Test Driven Development • Allows developers to define test cases for the module planned to code • Unit Testing performed continuously through automation of testcases • Newer code checked-in will capture automatic bugs with the failure of test-cases Development Approach - Continuous Integration • Daily integrated builds created and sent as notifications to the whole team (Dev, QA) • Builds integrated to TestFlight, the app can be downloaded by all stakeholders for testing and observing the progress of development Copyright 2013 18
  19. 19. Technology Perspective Testing Approach • • Test Driven Development Approach Automated Testing o o • • Leverage platform sdks/third party library to automate unit test cases with code coverage of 60% Automate Integration Test cases using tools like Experitest etc. Establish a Device Lab – procure the most commonly used devices Manual Testing o • Execute manual unit test cases to capture the UI issues Test for Non-functional scenarios like Load Test, Performance Test, Stress Test Copyright 2013 19
  20. 20. Technology Perspective - Continuous Improvement Continuous Improvement Process • Use Analytics for feature prioritization and testing • Active review management • Continuous improvement with feature releases 3 Product Management Requirements 1 User Feedback Release 1 – Deploy Improve Build Cycle 2 Usage Analytics (Google/Flurry/ Omniture) Release 1.1 Build & Test Iterate & Build Improve Release 1.1 – Deploy Copyright 2013 20
  21. 21. Teams required within the Technical Organization Technical teams required to transform from Web to Mobile • Product Management / Business Analysts • Large Tech team for handling servers and APIs • Small team for handling different UIs for desktop, tablet, mobile web and native app • Centralized UX/ UI team • Independent Testing team & Device Lab • Analytics team • Performance management team • On-going support and maintenance team Right Team with Relevant Experience Copyright 2013 21
  22. 22. Teams required within the Organization Organization Structure There are two options 1) Centralized Solution and 2) Decentralized Solution. Both are driven by one single mobile leader. Mobile Leader (Cross-functional Team Head) Single Centralized Mobile Team • Start with a Decentralized Mobile Team • Separate mobile centralized group initially • teams for each business unit with One team leader to growth in traffic manage all units • One group leader to Right handle each business Team with Relevant Experience unit Copyright 2013 22
  23. 23. Monetization on Mobile Worldwide mobile advertising revenue to reach $11.4 billion in 2013. Revenue from global mobile advertising to grow 400 % between 2011 and 2016 - Gartner • Serve more ads without losing User Attention. (Facebook is done this successfully and grew its revenues on mobile to 41% from almost zero within 6 quarters). 1. In-stream ads and branded posts 2. Contextual advertisement 3. Hyper-local mobile ad targeting 4. Real-Time Bidding exchange for high value mobile user targets • Mobile Video Ads – Pre-roll, Mid-roll and Post roll. Pre-roll is the most popular in video ads with 10-15 secs clips. • Interstitials – Full or half page ads appears between content pages. Best format, since it utilizes the complete screen size. Copyright 2013 23
  24. 24. Addressing Multi-screen Viewing Audience “90% of consumers move between devices to complete a task. And 40% of smartphone users watch TV while browsing from their smartphones” – Google • Marketers are displaying TV ads to get consumers browse their site instantly • More marketers now are focusing first on mobile for integrated campaigns • Companies are running brand campaigns across devices to reach larger audience • Advertisers are focused on performancebased campaigns Source: Part of infographics by Uberflip Copyright 2013 24 24
  25. 25. If you are not on Mobile, then you are not Reaching the Consumer Watch the Video Copyright 2013 25
  26. 26. Business Perspective Measurement • • • • • Capabilities Identify the KPIs Find out the budgets Determine the metrics Figure out the Sales Value Know your target audience • Identify mobile expertise team • Figure out expertise in IT team • Plan for a marketing agency with mobile experience Analytics • Know your competition • Understand market insights • Find out the devices used Copyright 2013 26
  27. 27. Window Shopping Redefined by Adidas Neo Watch the Video Copyright 2013 27
  28. 28. Summary – Factors to Consider when Transforming from Web to Mobile Mobile strategy impacts all areas of business. Analyze the backend system integration, Mobile First Strategy corporate ecosystem, corporate expansion plans to provide seamless experience across channels and devices. Build a Mobile Champion or Leader in the firm Right Team with Mobile Champion Get the Right Team with skills across platforms – iOS, Android, HTML5, Responsive Web, UI/ UX Design, Analytics, Testing. Have a clear Mobile Leader / Champion in the firm Start with basic features on one device platform. Measure the impact and then expand to Measure & Iterate include new features in iterations across more devices. Get feedback from your users to correct the mistakes in app in the next releases. Invest in Analytics & User Experience Take Full Advantage of Mobile Technology Integrate with strong analytics tool to understand the user behavior, personalize content, push promotional messages & mobile ads based on user preference, demographic, and geography Make complete use of mobile technologies supported by devices. Specially, include features related to GPS functionality, barcode scanning and camera capabilities Copyright 2013 28
  29. 29. References 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. Copyright 2013 29
  30. 30. THANK YOU Presented by: Sirish Kosaraju Co-Founder & COO, RapidValue Solutions Email - Phone - +91 99454 81164
  31. 31. RapidValue in a Slide – Largest Independent Enterprise Mobility Firm ‘Mobility Driven Transformations’ to unlock value from your enterprise systems… Razor – Enterprise Cutting Edge Sharp Mobility Delivery Focus on Specialists Processes Mobility Experts in Enterprise Field Applications including Field Service app, Geo location apps and Integrations with ERPs like SAP, Oracle and others 175+ STRONG MOBILITY CONSULTING TEAM 200+ MOBILITY PROJECTS EXPERIENCE LARGE SCALE & COMPLEX MOBILE PROJECTS HEADQUARTERS PLEASANTON, CA, USA GLOBAL DELIVERY CENTERS IN BANGALORE & KOCHI, INDIA Recognized as the 2013 Top 100 Red Herring North America Finalist and more recently selected as 2013 Top 100 Red Herring Global Finalist Operations Across… USA | Canada | Finland | UAE | India Copyright 2013 Awarded TOP 15 Emerging Companies in the Field of Innovation. Won the prestigious NASSCOM emerge 50 award in 2011 31