Should Your Organisation
Have A Mobile App?

About Us
Matthew Ho
● Next Digital, Deloitte, Airbnb, Native Tongue
● Tapmint: Innovative mobile/web apps
● Writing ebook: “Start your digital marketing career”
● Twitter @inspiredworlds
Head of Product Development at Tapmint

Content
1. Why, how, what
Criteria
2. Business considerations
3. Mobile app considerations
4. Web analytics
5. Financial
6. Summary

1. Distinguish why, how, what

● Why = purpose
● How = process
● How do we build an app?
● What = implementation
● Technology stack
● User requirements
● User Stories / Features
● Design
● UI/UX
● Solution
2. Why do we need an app?
Focus of this talk

2. Criteria: Business considerations
• Why are you looking to start this project?
• Need
• Business goals
• Assuming we have built this app, what
business goals do you hope to achieve
• Most org’s need assistance building a
business case

2. Criteria: Business considerations
● New marketing channel
● Competition
● Current competitors
● Future competitors
● Value proposition: What is the value
delivered to customers?
● Does customer care? Will they download
the app?

3. Criteria: Mobile App Considerations
● Does the app enhance the mobile
user experience?
● Does it make it easier to make
purchases?
● In-app-purchases
● Mobile App UX

3. Criteria: Mobile App Considerations
● Is immediate access an
advantage?
● Does it make it easier to access
and use your product/service?
● Will it increase engagement of
your product/service?
● Is immediate notification an
advantage?

3. Case Study: Accommodation Marketplace
● Airbnb is a marketplace for
accommodation
● Guests and hosts
● Needs to be liquid
● Immediate notifications
● Immediate access
● Easier to communicate inside app
● Users responded 3 times faster to
messages with the app
Source: http://techcrunch.com/2012/09/27/airbnb-1-million-
mobile-downloads/

3. Case study: SAAS product
● Customers are not coming back to the
SAAS web product.
● Wanted mobile app to increase
retention.
● Need to review conversion funnel
● Recommendation: email reminders,
improve product, fix on-boarding
process
● Mobile app would not necessarily
improve retention.

3. Criteria: Mobile Considerations
● Location context is important
● Easier to access on device features
● Built for specific platform vs mobile
web available on all devices
● More time consuming to iterate and
get customer feedback

3. Criteria: Education case study
● Wanted to test hypothesis that
target customers would use their
product
● Prototyping and receiving feedback
would be much faster on web
● Would validate the case whether to
have an app

4. Criteria: Current business situation
Look at current business
● How is the need currently being
solved by customers?
● Review web analytics for mobile
usage.
● Amount of mobile users
● % of traffic by platform
● Mobile OS, devices
● Mobile web conversions
● What do mobile visitors want
to do on the website?

4. Criteria: Current business situation
● Customer feedback on
● Mobile UX
● Is there a need for an app?
● App & Mobile Web
● Compulsory to have mobile friendly
websites (Google announcement)
● Ideally both app and mobile website
● ROI

5. Return on investment
● Quantification of benefit
● Financial forecast
● 30% revenue cut for iTunes & Google Play
● Non-financial benefit
● Increased engagement
● Value add
● Is Benefit > costs ?
● Will inform your decision

5. Total Cost Of Ownership
● Total cost of ownership (TCO)
● CAPEX
● Cost to go live
● Enhancements
● OPEX
● Ongoing expenses
● Maintenance
● Hosting
● Customer support
● Licenses
● Software

5. Total Cost Of Ownership
● Factors that impact cost
○ Complexity
○ Integration
○ Supplier’s experience,
reputation, location
● Estimate: $30k to $250k AUD for
cost to go live based on our
experience.
● Marketing budget is separate

6. Summary
● Understand why you need an app
● Criteria
● Business considerations
● Mobile considerations
● Current business situation
● Financial

Contact Me
● Email: hello@tapmint.com
● @inspiredworlds
● Personal blog: http://inspiredworlds.com
(Top 20 Australian best business blog)