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Mobile Apps The Good. The Bad. The… Internet Retailer  /  Oct. 12, 2O1O Julie Äsk   Vice President  /  Forrester Research ...
Julie Äsk Vice President Forrester
Excellent mobile strategies begin with an understanding of audience analysis © 2010 Forrester Research, Inc. – Reproductio...
Mobile services should offer 3 core benefits © 2010 Forrester Research, Inc. – Reproduction Prohibited IMMEDIACY CONVENIEN...
© 2010 Forrester Research, Inc. – Reproduction Prohibited Mobile services should align with your audience skill set & obje...
Tom Nawara VP of Digital Strategy & Design Acquity Group
Acquity Group is one of the top 5 independent digital agencies in the country*, providing end-to-end digital strategy, des...
Acquity Group used our mobile commerce assessment framework to evaluate organizations for the 2010  Mobile Commerce Data B...
Organizations are beginning to make big strides in mobile commerce. Here are some of the top performers in this year’s ass...
Acquity Group’s mobile assessment framework is broader than the criteria used for the 2010 Mobile Commerce Data Book and i...
Christopher Barcelona Director – RI:Lab Resource Interactive
Top independent Digital Agency. Women owned and operated (WBEN certified) Founded in 1981 315 associates, 6O client brands...
Mobile: The New PC By year’s end, there will be over 
 1 billion mobile devices accessing the internet , gaining quickly o...
Mobile: The New PC As smartphone ownership now comprises 25% of all cellphone ownership,  mobile ad sales will enjoy growt...
Mobile: The New PC “ There’s  no chance  the iPhone is
  going to get any significant
  market share. No chance.” Steve Ba...
Mobile: The New PC There have been  over 5O million iPhones sold  and there are  over 25O,OOO apps  in the App Store with ...
Mobile: The New PC Apple sold  over 3 million iPads in 8O days. Over 1 million iPad specific apps  were downloaded on the ...
© Copyright 2010 Resource Interactive The Traditional Approach BRAND MOBILE VENDORS MOBILE WEB APP DEVELOPERS MOBILE ADVER...
© Copyright 2010 Resource Interactive Integrated Mobile Offering BRAND MOBILE BRAND BUILDING MOBILE USABILITY O.P.E.N. STR...
Examples The Good. The Bad. The…
The Good: Amazon’s Snap Tell © 2010 Forrester Research, Inc. – Reproduction Prohibited Snap photo of DVD on display shelf ...
Needs Improvement: Gucci © 2010 Forrester Research, Inc. – Reproduction Prohibited Only landscape format & back button onl...
The Good: Best Buy USABILITY Above Average CONTEXTUALITY Excellent VALUE Excellent
Needs Improvement: JC Penney USABILITY CONTEXTUALITY Above Average Average VALUE Below Average
The Good: Target Target Mobile Site Target iPhone App Target Mobile Couponing
Needs Improvement: Abercrombie A&F iPhone App A&F Site on Mobile Browser A&F Mobile Site
Thanks!  For more information contact: Christopher Barcelona  / Director – RI:Lab / Resource Interactive [email_address] J...
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Mobile apps: The good, the bad, the …

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As Presented at Internet Retailer by:
Thomas Nawara, Vice President of Digital Strategy & Design, North Central Region, Acquity Group
Julie Ask, Vice President & Principal Analyst, Forrester Research Inc.
Christopher Barcelona, Associate Director Emerging Media, Resource Interactive

Creating and selling mobile apps is almost an industry unto itself today. There are thousands that consumers are willing to pay a dollar or two to get on their phones, and many others that they'll happily add to their phones for free. This session will take a quick look at the universe of apps that apply to selling merchandise, tickets or travel accommodations and project their development over the next few years. Then it will dive deep into examples of mobile apps that are available now. Our expert—and opinionated—speakers will demonstrate apps and explain why each one hits or misses. The app industry is young enough that standards are yet to develop, so be prepared for lively debate among our presenters as they share opinions about what they like and don't like.

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Mobile apps: The good, the bad, the …

  1. 1. Mobile Apps The Good. The Bad. The… Internet Retailer / Oct. 12, 2O1O Julie Äsk Vice President / Forrester Research Tom Nawara VP of Digital Strategy & Design / Acquity Group Christopher Barcelona Director, RI:Lab / Resource Interactive
  2. 2. Julie Äsk Vice President Forrester
  3. 3. Excellent mobile strategies begin with an understanding of audience analysis © 2010 Forrester Research, Inc. – Reproduction Prohibited PEOPLE Review the Mobile Technographics ® Profile of your target audience OBJECTIVES Decide on your goals STRATEGY Determine your approach to meet your objectives TECHNOLOGY Choose the technologies that will enable you to implement your strategy P O S T MOBILE STRATEGY DEVELOPMENT PROCESS
  4. 4. Mobile services should offer 3 core benefits © 2010 Forrester Research, Inc. – Reproduction Prohibited IMMEDIACY CONVENIENCE QUOTIENT SIMPLICITY CONTEXT
  5. 5. © 2010 Forrester Research, Inc. – Reproduction Prohibited Mobile services should align with your audience skill set & objectives plus be mobile-appropriate GROCERY EXAMPLE
  6. 6. Tom Nawara VP of Digital Strategy & Design Acquity Group
  7. 7. Acquity Group is one of the top 5 independent digital agencies in the country*, providing end-to-end digital strategy, design and technology solutions for some of the leading brands in the world. 2001 founded 350 employees 10 offices globally 500 clients, 1000s of initiatives *Top 5 independent digital agency – 2010 AdAge
  8. 8. Acquity Group used our mobile commerce assessment framework to evaluate organizations for the 2010 Mobile Commerce Data Book . Mobile Commerce Assessment Framework We performed an evaluation of the mobile availability and commerce functionality of 249 retailers, ticket vendors and travel/hospitality organizations across a representative sample of mobile devices. Specifically for mobile applications, Acquity Group checked for application availability on each platform and, if present, we ran through a standard use case for the catalog and checkout capabilities of the app. The full methodology and results of our analysis are in the 2010 Mobile Commerce Data Book . <ul><li>REPRESENTATIVE TEST DEVICES: </li></ul><ul><li>Applications </li></ul><ul><li>Apple iPhone 3GS (iOS 4.0) </li></ul><ul><li>HTC Hero </li></ul><ul><li>(HTC Sense build of Android 2.1) </li></ul><ul><li>Blackberry Curve 8300 (BB OS 4.5.0.110) </li></ul><ul><li>Palm Pre (WebOS 1.2) </li></ul><ul><li>Sites ( in addition to the devices above ) </li></ul><ul><li>Blackberry Curve 8900 (BB OS 4.6.1) </li></ul><ul><li>Motorola RAZR V3 (Motorola OS) </li></ul>
  9. 9. Organizations are beginning to make big strides in mobile commerce. Here are some of the top performers in this year’s assessment: 2O1O Mobile Commerce Audit Results
  10. 10. Acquity Group’s mobile assessment framework is broader than the criteria used for the 2010 Mobile Commerce Data Book and includes analysis across the following three categories: Evaluating Mobile Apps USABILITY CONTEXTUALITY VALUE An assessment of the experience design of the application, including task flow, user experience and general design sensibilities. An assessment of an application’s usefulness when/where the user needs it. The reach of an organization’s mobile program is also factored into this rating. An assessment of the functionality of the app and its ability to perform the transactions both the user and business require.
  11. 11. Christopher Barcelona Director – RI:Lab Resource Interactive
  12. 12. Top independent Digital Agency. Women owned and operated (WBEN certified) Founded in 1981 315 associates, 6O client brands Offices: Columbus, Cincinnati, Palo Alto Named as Wall Street Journal Top Workplace Resource Interactive
  13. 13. Mobile: The New PC By year’s end, there will be over 
 1 billion mobile devices accessing the internet , gaining quickly on the 1.3 billion PCs. (growth rate of 2.5x) Data: IDC
  14. 14. Mobile: The New PC As smartphone ownership now comprises 25% of all cellphone ownership, mobile ad sales will enjoy growth of more than 2O cents of every online ad dollar spent next year. Data: Borrell Associates 2011 Ad Forecast Memo - Sept. 3rd, 2010
  15. 15. Mobile: The New PC “ There’s no chance the iPhone is
 going to get any significant
 market share. No chance.” Steve Ballmer, Microsoft CEO 2OO7
  16. 16. Mobile: The New PC There have been over 5O million iPhones sold and there are over 25O,OOO apps in the App Store with over 4 billion apps sold . Data: TechCrunch – April, 2010 / Apple – Sept. 1, 2010
  17. 17. Mobile: The New PC Apple sold over 3 million iPads in 8O days. Over 1 million iPad specific apps were downloaded on the first day of availability. Data: Apple - April 8th, 2010 | CNBC - May 3rd, 2010
  18. 18. © Copyright 2010 Resource Interactive The Traditional Approach BRAND MOBILE VENDORS MOBILE WEB APP DEVELOPERS MOBILE ADVERTISING SMS INDIVIDUAL MOBILE INITIATIVES MOBILE CONSUMER
  19. 19. © Copyright 2010 Resource Interactive Integrated Mobile Offering BRAND MOBILE BRAND BUILDING MOBILE USABILITY O.P.E.N. STRATEGY MOBILE WEB CONSUMER INSIGHTS & STRATEGY DIGITAL MARKETING SOCIAL MEDIA MOBILE ADVERTISING MOBILE APPS LBS INTERACTIVE PRODUCTS MOBILE COMMERCE INTEGRATED MOBILE MARKETING INITIATIVES MULTI-FUNCTIONAL MOBILE CONSUMER
  20. 20. Examples The Good. The Bad. The…
  21. 21. The Good: Amazon’s Snap Tell © 2010 Forrester Research, Inc. – Reproduction Prohibited Snap photo of DVD on display shelf or scan barcode SnapTell options SIMPLICITY IMMEDIACY CONTEXT Consumer reviews Local pricing YouTube preview
  22. 22. Needs Improvement: Gucci © 2010 Forrester Research, Inc. – Reproduction Prohibited Only landscape format & back button only navigation No store hours & no commerce Offers suggestions for SF but includes gay bar & sports bar in same listing Does not communicate benefit to consumer SIMPLICITY IMMEDIACY CONTEXT
  23. 23. The Good: Best Buy USABILITY Above Average CONTEXTUALITY Excellent VALUE Excellent
  24. 24. Needs Improvement: JC Penney USABILITY CONTEXTUALITY Above Average Average VALUE Below Average
  25. 25. The Good: Target Target Mobile Site Target iPhone App Target Mobile Couponing
  26. 26. Needs Improvement: Abercrombie A&F iPhone App A&F Site on Mobile Browser A&F Mobile Site
  27. 27. Thanks! For more information contact: Christopher Barcelona / Director – RI:Lab / Resource Interactive [email_address] Julie Äsk / Vice President / Principal Analyst – Forrester Research [email_address] Tom Nawara / VP, Digital Strategy & Design – Acquity Group [email_address]

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