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5 Proven Formulas of the World's Best Mobile Apps

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Developing a Mobile App is one response to a handful of options for businesses interested in Mobile Strategy. This presentation looks at some of the tests of best practice mobile app development, and uses these tests to look at some of the highest reviewed mobile apps today.

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5 Proven Formulas of the World's Best Mobile Apps

  1. 1. ByAlessioBresciani
  2. 2. web: alessiobresciani.com twitter: @ScanTheFuture Linked In: linkedin.com/in/alessiobresciani Alessio Bresciani is digital leader and strategist with15 years experience in digital, across marketing, e-commerce, online sales and mobile strategy. He has also written articles published on TheFinancialBrand.com, Huffington Post and Inc.com About The Author 2 Ways to Connect @scanthefuture au.linkedin.com/in/alessiobresciani facebook.com/public/Alessio-Bresciani 1. 51 Mission Statements of the World’s Best Companies 2. Use SMART goals and HARD goals and achieve high performance 3. The Surefire Guide To The Ultimate Pitch Deck 4. Use Pen-And-Paper Wireframe Tools to Create Incredible User Experiences 5. Digital Disruption: How Continuous Evolution is Reshaping Industries and Brands Top Posts from My Blog About Presentation & Acknowledgements The opinions, content and analysis expressed here are my own. Any companies mentioned within this material are used for analysis purpose only, and I do not have any affiliation with these companies, nor have they endorsed this work. For the purpose of analysis I have used screenshots from specific mobile apps available to general users or within the public domain and these screenshots have not been altered. References and sources are included where possible. Thanks to: Netflix, Capital One, Evenote and Enlight for creating mobile apps of such high standard; Venture Beat, Nielsen, Business Insights, Digital Trends, Wikipedia for industry commentary; PicJumbo for cover image. Android® is a trademark of Google Inc. Apple®, iPhone®, iPad®, and App Store® are trademarks of Apple Inc.
  3. 3. Why Apps Are Important To Your Business • Mobile apps could generate $70bn in revenue by 2017 and were responsible for $35b in mergers and acquisitions in 20131 1. http://venturebeat.com/2014/04/29/mobile-apps-could-hit-70b-in-revenues-by-2017-as-non-game-categories-take-off/ 2. http://www.businessinsider.com.au/mobile-web-vs-app-usage-statistics-2014-4 3. http://www.nielsen.com/us/en/insights/news/2015/so-many-apps-so-much-more-time-for-entertainment.html 4. http://www.digitaltrends.com/mobile/worldwide-domination-android-and-ios-claim-96-of-the-smartphone-os-market-in-2014/ Mobile Apps Are Creating New Economies & Industries Mobile Apps Dominate Over Mobile Web Mobile Apps Are Capturing More & More Attention • the use of Mobile Apps surpassed Mobile Web for the first time in history in 20142 • Monthly time in apps jumped from approx 23 hours (4th quarter 2012) to 37 hours and 28 minutes (4th quarter 2014), accounting for a 63% increase in only two years3 And Google & Apple still dominate. Google and Apple’s operating systems shipped on a combined 96.3% of smartphone units in 20144 Mobile Apps are Transforming How We Use The Internet, Because…
  4. 4. Options To Make Mobile Part Of Your Digital Strategy Desktop Site Only Optimised Site Responsive Site Hybrid App Native App • The website does not cater for mobile at all, so the site appears on the mobile just like the full desktop site (just very small!) • Mobile users browse the site using ‘pinch and zoom’ • The website recognises the mobile phone on entry, and re-points the user to a Mobile Optimised site • This site caters for the device, but is a different code-base from the main website • The website is built to dynamically reformat itself to fit the browser window, whatever the device • So, if the user is on a mobile phone, the site will change to fit the device • There are no separate websites, just the one site that reformats itself • Hybrid apps use a mixture of HTML and native app components • The most basic form is a ‘web wrapper’, a shell downloaded and installed on the device, which accesses mobile formatted web content • Some hybrid apps are advanced and use many native components also • Native apps are built for the specific platform or device they are used on and take advantage of the many features available on that platform (eg. access to camera, biometric identity, etc) • Native apps generally run faster (fluid animation , faster graphics API, etc) and, when done well, can deliver superior experiences Mobile App Options 1 2 3 4 5 Mobile Browser Options Spectrum There are 5 options to enable your mobile strategy; 2 of which relate to Mobile Apps
  5. 5. 5 Principles of The World’s Most Successful Mobile Apps Key Question The Test Of… #1 Does the mobile app answer a compelling and frequent need, at a time when it’s important? Compelling Need #2 Does the mobile app perform ‘the compelling need’ and other functions exceedingly well? Exceedingly Well #3 Does the mobile app fulfill a greater purpose in the user’s life? Greater Purpose #4 Does the mobile app provide the user with at least one magical experience? Magical Experience #5 Does the mobile app advance an objective for the business that is creating it? Business Objective
  6. 6. • Commenced its streaming service in 2007 • Launched its app in 2010 on iPhone, iPad and iPod Touch • In 2011 launched an app for Android 1 • Overall the business has 65 million members globally3 Source: 1. https://en.wikipedia.org/wiki/Netflix; 2. http://ir.netflix.com/long-term-view.cfm; 3. http://ir.netflix.com/ #3. Greater Purpose • We all like to be entertained and hate waiting time (eg. in a queue, for a plane, etc). The app fulfils the greater user purpose of being entertained with programming that’s loved #1. Compelling Need • Provides instant access to streaming content to fill five minutes or five hours, anywhere, anytime #2. Exceedingly Well • Whether a slow or fast internet connection, across thousands of devices, the app will provide an optimised viewing experience 4. Magical Experience • The app remembers what you’ve watched and where you got to, so that you can pick up where you left off, even if you switch devices 5. Business Objective • The company foresees the disruption of Linear TV with Internet TV. 3 • The app supports its proposition, that members can watch as much as they want, anytime, anywhere, on nearly any Internet-connected screen NETFLIX
  7. 7. • Capital One is the eighth largest bank holding company in the United States • In 2014 it acquired Adaptive Path and in 2015 Monsoon to assist its mobile development strategy2 • It offers apps for iPhone, iPad, Apple Watch and Android #3. Greater Purpose • Financial management and control is important in peoples’ lives,…even more so in a digital world. The app supports the user goal of managing ‘financial health’ #1. Compelling Need • Provides instant access to account balances so that users know what’s in their account and what they can spend #2. Exceedingly Well • With the app users can check pending and settled transactions, as well as query unknown or forgotten transactions 4. Magical Experience • The app facilitates ‘no surprise charges’, by giving users real-time payment notifications, for added visibility and security on their accounts 5. Business Objective • With the shift from cash-based to electronic transactions, and the worldwide trend toward digital banking, digital enablement must be a key focus for the business CAPITAL ONE Source: 1. https://en.wikipedia.org/wiki/Capital_One 2. http://recode.net/2015/07/08/capital-ones-string-of-mobile-acquisitions-turns-into-a-monsoon/
  8. 8. • Enlight is an all-in-one application that combines state-of-the-art features and unprecedented image- processing technology for an unforgettable user experience • Launched Mar 2015, Enlight expanded to iPad July 2015 • The app is available only for iOS (iPad and iPhone), with a current 4.5+ rating ENLIGHT #3. Greater Purpose • Photographs are an essential part of life, that allow us to record our memories and share them with others. This app makes it easier than ever to edit, save, send and share photos that look incredible #1. Compelling Need • The app lets anyone edit a photo and make it look as exceptional and artistic as it possibly could #2. Exceedingly Well • There are many photo apps out there. Enlight is exceptional because it brings the best features of all apps into a single app with a simple user interface 4. Magical Experience • Enlight offers new features that, until now, were only seen on desktop editing software • This makes it an excellent choice for hobbyists and pro photographers alike 5. Business Objective • Lightricks (the app’s creator) wants to become a dominant force for creativity on mobile devices and envisions a whole staple of apps to achieve that goal. Enlight supports this vision Source: 1. Press Kit - https://www.enlightapp.com/blog/history-double-exposure-photo-contest-win-iphone-6/ 2. Venture Beat Article ~ Dan Berman, Berman, founder of Mobile Photography Awards "Most great photo apps succeed because they do one thing exceptionally well. Enlight succeeds because it does everything exceptionally well,”
  9. 9. • Evernote is a cross-platform app designed for note taking, organising, and archiving • Evernote supports iOS, Android and Windows Phone as well as other operating systems • The company’s services reach more than 100m worldwide EVERNOTE #3. Greater Purpose • Evernote’s website states “whatever you’re working toward, Evernote’s job is to make sure you get there’’ • The app delivers on this promise, providing the one app for people to collect whatever they may need to build on their ideas #1. Compelling Need • As a long time user of Evernote, the compelling need this app serves is for the user to remember everything and bring order to what is captured #2. Exceedingly Well • While the app does many things well, its ‘capture abilities’ are exceptional • Take a photo, write bullet points, record a voice memo, photo-scan a sketch…all of these inputs ensure no idea…no matter how big or small…is lost 4. Magical Experience • The app allows users to take a photo of hand-written notes (or sketches) and to search those sketches for key words using Optical Character Recognition 5. Business Objective • Evernote builds apps and products that are defining the way individuals and teams work today.2 • While Evernote started with a website, apps are now an essential part of its proposition 1. https://evernote.com/corp/ 2. https://en.wikipedia.org/wiki/Evernote
  10. 10. ByAlessioBresciani www.alessiobresciani.com

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