Mobile apps - Justfone


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Steve Brown - Justfone

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Mobile apps - Justfone

  1. 1. Mobile "Apps" to grow your business. Dumfries 22nd Sept. 2010 Mobile Application or Mobile App ? Steven Brown [email_address]
  2. 2. Mobile Application or Mobile App ? Application  : "a program that gives a computer instructions that provide the user with tools to accomplish a task " However the majority of people now think of an “App” purely in terms of a software Application you can download from an "App Store" onto a smartphone such as an iPhone, this is primarily due to Apples huge success with the iphone. Today I am going to discuss the difference between the two, and where each has its place, taking a couple of real world examples to illustrate this.
  3. 3. There is a huge potential market !   Whichever way you look at it there are about 60 million live mobile handsets in the UK alone.   If  you exclude the very young and very old that means we have 1.8 phones each !   This means there is an attractive market for your application and the services it provides.   I’m going to throw some figures around today which are as current as possible but in such a fast paced industry accurate figures are out of date in weeks, however they are accurate enough to illustrate the points I'm making.
  4. 4. Producing your Application <ul><li>  </li></ul><ul><li>Like any business decision though before embarking on your mobile application you have to look at what you are trying to achieve, thinking back to my definition : </li></ul><ul><ul><li>What is the ‘task’ we are trying to accomplish </li></ul></ul><ul><ul><li>Who are the target ‘users’ and more importantly what handsets and handset features do they use </li></ul></ul><ul><ul><li>How will the application be 'delivered' distributed and supported. </li></ul></ul><ul><li>All three are  linked and often the task dictates the profile of the users and how you will deliver the application, </li></ul>
  5. 5. The Mobile Landscape <ul><li>  </li></ul><ul><li>We also have to understand the mobile landscape, Lets assume we believe all the hype and you want to produce an iPhone App to get the customers rolling in </li></ul><ul><ul><li>Smartphones are 28.5% of UK mobile phone market </li></ul></ul><ul><ul><li>iPhone is 19% of the UK smartphone market , </li></ul></ul><ul><ul><li>... then thats only 5.5% of the total potential market of mobile users </li></ul></ul><ul><li>  </li></ul><ul><li>How much would you invest to deliver your App to 5.5% of the market. </li></ul>
  6. 6. The Mobile Landscape (2) <ul><li>Fragmented smartphone platforms mean that 3 or 4 more versions of the App have to be developed, tested and distributed. </li></ul><ul><li>  </li></ul><ul><li>That still only gets me less than 30% of the potential market, so what other options are there ? Think of the functionality available on phones and importantly the functionality people use  : </li></ul><ul><ul><ul><li>Make a voice call    100% </li></ul></ul></ul><ul><ul><ul><li>Send a text message    90.6% </li></ul></ul></ul><ul><ul><ul><li>Use Application including games    41.8% </li></ul></ul></ul><ul><ul><ul><li>Use Browser    37.4% </li></ul></ul></ul><ul><li>(figures comscore - 2010) </li></ul>
  7. 7. The &quot;App&quot;less Application <ul><li>  </li></ul><ul><li>Can we use some of the more ubiquitous functionality to deliver our application to a wider market or more cost effectively ? Interactive voice : </li></ul><ul><ul><ul><li>Telephone Banking </li></ul></ul></ul><ul><ul><ul><li>Meter Reading  </li></ul></ul></ul><ul><li>Interactive SMS : </li></ul><ul><ul><ul><li>Big Brother (voting and comments) </li></ul></ul></ul><ul><ul><ul><li>X Factor </li></ul></ul></ul>
  8. 8. A tale of two applications <ul><li>  </li></ul><ul><li>To illustrate the options I am going to take a couple of examples from one of our customers , The Forestry Commission. </li></ul><ul><ul><li>Application 1 - Requesting despatches of timber from a Forest by third party hauliers / drivers </li></ul></ul><ul><ul><li>Application 2 - Carry out stock checks within forests by Forestry Commission Staff </li></ul></ul><ul><li>  </li></ul><ul><li>Both are similar in that they interact between a remote user and the Forestry Commissions central systems. </li></ul>
  9. 9. Booking despatches of timber from a Forest by third party hauliers / drivers <ul><li>  </li></ul><ul><li>Task - Request advance authorisation to pick up a load of timber from a forest. </li></ul><ul><li>User - High volume, who are effectively a member of the public where you have no control of the handset type, features available or level of expertise of the user. Delivered via : </li></ul><ul><ul><ul><li>SMS </li></ul></ul></ul><ul><ul><ul><li>Interactive Voice </li></ul></ul></ul>
  10. 10. Carry out stock checks within forests by Forestry Commission Staff <ul><li>  </li></ul><ul><li>Task - Verify and update stock records of timber and Work in Progress in Forest User - A fully trained member of Forestry Commision staff using a company supplied mobile phone. Delivered via : </li></ul><ul><ul><ul><li>  Installed App </li></ul></ul></ul>
  11. 11. Both of the above are mobile Applications <ul><li>But only one is an &quot;App&quot; </li></ul><ul><li>Both delivered significant cost savings to the customer and in fact won a Government Computing eBusiness Award . The key to a successful application is to remember the questions we asked earlier : </li></ul><ul><ul><ul><li>Task </li></ul></ul></ul><ul><ul><ul><li>User </li></ul></ul></ul><ul><ul><ul><li>Delivery </li></ul></ul></ul><ul><li>  </li></ul><ul><li>...and don't forget  </li></ul><ul><ul><ul><li>Budget </li></ul></ul></ul>
  12. 12. Any Questions ?