Understanding mobile apps and mobile marketing


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An overview of why mobile apps are becoming increasingly important and the different options on the market

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Understanding mobile apps and mobile marketing

  1. 1. October 2010 Transformational ICT An introduction to apps and mobile marketing
  2. 2. Agenda <ul><ul><li>Why developing mobile content is important </li></ul></ul><ul><ul><li>Options for creating your mobile content </li></ul></ul><ul><ul><li>Differences between mobile websites and mobile apps </li></ul></ul><ul><ul><li>What is mobile marketing? </li></ul></ul><ul><ul><li>Other business applications for mobile technology </li></ul></ul><ul><ul><li>Real examples of businesses using mobile technology </li></ul></ul><ul><ul><li>Follow the presentation on your mobile http://bit.ly/bqB8Bl </li></ul></ul>
  3. 3. Why you cannot ignore mobile access &quot;Smartphones will be more numerous than  PCs by 2012&quot; &quot;65% of all internet access will be from mobile devices by 2015&quot; Mary Meeker, Technology Analyst, Morgan Stanley
  4. 4. Key differences with mobile <ul><ul><li>Smaller screens </li></ul></ul><ul><ul><li>Slower processors </li></ul></ul><ul><ul><li>Less device memory </li></ul></ul><ul><ul><li>Less tolerance for slow loading pages as slower access speeds </li></ul></ul><ul><ul><li>More interactive tools </li></ul></ul><ul><ul><li>Different usage trends </li></ul></ul><ul><ul><li>Less time wasters? </li></ul></ul>
  5. 5. Classic examples  
  6. 6. Which platform?   Global Mobile Browser Market Share   Source - admob.com iPhone   55% Blackberry   20% Windows Mobile   7% Android     6% Palm     6% Symbian     2%
  7. 7. Future trends   <ul><ul><li>7% of smartphone users accessed their browser in April 2010 </li></ul></ul><ul><ul><li>80% of smartphone users accessed applications. </li></ul></ul><ul><ul><li>Growth in browser usage up 111% in the past year </li></ul></ul>
  8. 8. Not just smartphones <ul><li>Mobile access is no longer just about smartphones  </li></ul><ul><ul><li>Apple iPad sold 3 Million in 80 days </li></ul></ul><ul><ul><li>Android Tablets now launched </li></ul></ul><ul><ul><li>Netbook sales start to decline </li></ul></ul>
  9. 9. Mobile development options <ul><ul><li>Do nothing - current site works OK </li></ul></ul><ul><ul><li>Mobile template for your existing website </li></ul></ul><ul><ul><li>New integrated mobile site </li></ul></ul><ul><ul><li>New stand alone mobile site </li></ul></ul><ul><ul><li>Mobile app </li></ul></ul><ul><ul><li>Hybrid mobile app </li></ul></ul>
  10. 10. Key differences between mobile websites and mobile apps <ul><ul><li>Ability to work online or offline </li></ul></ul><ul><ul><li>Create a reduced barrier to use </li></ul></ul><ul><ul><li>Frequency of use </li></ul></ul><ul><ul><li>The need for dynamic content </li></ul></ul><ul><ul><li>Need simpler user experience </li></ul></ul><ul><ul><li>Need to use device services like geo-location or push messaging </li></ul></ul><ul><ul><li>Want to market via the app store </li></ul></ul>
  11. 11. Mobile app vs mobile website   
  12. 12. Your website on a mobile <ul><ul><li>Take a look at a browser emulator or an online simulator </li></ul></ul><ul><ul><li>Will illustrate the potential issues well </li></ul></ul><ul><ul><li>Download to your PC for more accurate testing </li></ul></ul><ul><ul><li>Use your mobile to check load speed and ease of use </li></ul></ul>
  13. 13. Development packages <ul><ul><li>Most open source websites have mobile templates available such as WordPress, Joomla & Magento </li></ul></ul><ul><ul><li>Self build app packages are becoming increasingly popular like AppMakr </li></ul></ul><ul><ul><li>Simple mobile website conversion packages like Skyweezer or Funkify </li></ul></ul><ul><ul><li>Development tools such as JQTouch, iWebkit help developers get involved </li></ul></ul><ul><ul><li>Development tools like PhoneGap enable creation of mobile apps for multiple platforms </li></ul></ul><ul><ul><li>Like conventional websites design sells </li></ul></ul>
  14. 14. What content works best on a mobile <ul><ul><li>News, blogs and updates </li></ul></ul><ul><ul><li>Simple forms </li></ul></ul><ul><ul><li>Large images for browsing </li></ul></ul><ul><ul><li>Offers / Vouchers </li></ul></ul><ul><ul><li>Search - try Google </li></ul></ul><ul><ul><li>Games & gadgets  </li></ul></ul><ul><ul><li>Lists & favourites </li></ul></ul>
  15. 15. Apps Store Marketing <ul><ul><li>Google’s Android has 95,000 apps </li></ul></ul><ul><ul><li>Apple’s iOS has 250,000 apps </li></ul></ul><ul><ul><li>Apple launched in May 2008 </li></ul></ul><ul><ul><li>Over 60 million active app store users </li></ul></ul><ul><ul><li>Almost 3 billion apps downloaded - currently over 6.3 million iPhone apps are being downloaded every single day </li></ul></ul><ul><ul><li>25% are now being paid for </li></ul></ul><ul><ul><li>In December 2009 each user downloaded 4.8 apps each </li></ul></ul><ul><ul><li>Now 41% games and 59% other </li></ul></ul><ul><ul><li>Android now has 1.3 billion apps downloaded  </li></ul></ul>
  16. 16. Mobile commerce <ul><ul><li>People are ordering products on their mobiles </li></ul></ul><ul><ul><li>Amazon and eBay have created their own apps </li></ul></ul><ul><ul><li>Have to consider payment processing more carefully </li></ul></ul><ul><ul><li>Native apps help streamline the shopping experience  </li></ul></ul><ul><ul><li>Template solutions available </li></ul></ul>
  17. 17. What is mobile marketing? <ul><li>Mobile marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network </li></ul><ul><li>Mobile Marketing Association </li></ul><ul><ul><ul><li>Mobile marketing via SMS </li></ul></ul></ul><ul><ul><ul><li>Mobile marketing via MMS </li></ul></ul></ul><ul><ul><ul><li>In-game mobile marketing </li></ul></ul></ul><ul><ul><ul><li>Mobile web marketing (advertising) </li></ul></ul></ul><ul><ul><ul><li>Mobile marketing via bluetooth </li></ul></ul></ul><ul><ul><ul><li>Location-based services </li></ul></ul></ul><ul><ul><ul><li>App store </li></ul></ul></ul><ul><ul><ul><li>Direct push </li></ul></ul></ul><ul><ul><ul><li>Mobile SEO </li></ul></ul></ul>
  18. 18. Mobile marketing tools <ul><ul><li>Vouchers </li></ul></ul><ul><ul><li>2D bar codes </li></ul></ul><ul><ul><li>Push messaging </li></ul></ul><ul><ul><li>Geo location </li></ul></ul><ul><ul><li>Mobile search & SEO </li></ul></ul><ul><ul><li>Mobile advertising </li></ul></ul><ul><ul><li>Bluetooth </li></ul></ul><ul><ul><li>MMS and SMS </li></ul></ul>
  19. 19. Mobile media usage <ul><ul><li>Picture MMS, bluetooth and internet browsing are the top uses </li></ul></ul><ul><ul><li>81% of users access mobile media at least once per week mostly from home. </li></ul></ul><ul><ul><li>Users feel content should be made specifically for mobile phones. </li></ul></ul><ul><ul><li>72% of all mobile users place an emphasis on consistency and clarity. </li></ul></ul><ul><ul><li>The top three favoured ad formats are coupons, free, downloadable games, and local information. </li></ul></ul><ul><ul><li>Men use mobiles to surf more than women do. </li></ul></ul><ul><ul><li>The most popular content on mobile phones includes search engines and email with news coming in third. </li></ul></ul><ul><ul><li>However, more than half of all users have no specific purpose in mind while surfing. </li></ul></ul>Source - Orange Exposure 2 Survey
  20. 20. Other business applications <ul><ul><li>Job management </li></ul></ul><ul><ul><li>Navigation and tracking </li></ul></ul><ul><ul><li>Quotations and invoices </li></ul></ul><ul><ul><li>Information </li></ul></ul><ul><ul><li>Content upload </li></ul></ul><ul><ul><li>Recording </li></ul></ul><ul><ul><li>Signature capture </li></ul></ul><ul><ul><li>Audio, image and video capture </li></ul></ul>
  21. 21. Case studies & examples <ul><ul><li>Corgi Connect - high volume of mobile users so added a simple Word Press mobile template </li></ul></ul><ul><ul><li>Whoson Live Chat - in when you are out </li></ul></ul><ul><ul><li>Mashable - easy way to keep updated with the latest news </li></ul></ul><ul><ul><li>Northface - affordable mobile commerce using Magento Mobile </li></ul></ul>
  22. 22. Top mobile websites <ul><li>  </li></ul><ul><ul><li>BBC News </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Delicious </li></ul></ul><ul><ul><li>BBC iPlayer </li></ul></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><ul><li>Google Search </li></ul></ul><ul><ul><li>Google Maps </li></ul></ul><ul><ul><li>MocoSpace </li></ul></ul><ul><ul><li>Phone Zoo </li></ul></ul>
  23. 23. Top business apps <ul><ul><li>Google Mobile </li></ul></ul><ul><ul><li>Reqall </li></ul></ul><ul><ul><li>Tweetdeck for Social Networking </li></ul></ul><ul><ul><li>WordPress Blogger </li></ul></ul><ul><ul><li>Kashflow </li></ul></ul><ul><ul><li>Audio Boo </li></ul></ul><ul><ul><li>Keeper </li></ul></ul><ul><ul><li>Geo Tasks </li></ul></ul><ul><ul><li>Analytics </li></ul></ul><ul><ul><li>Roambie </li></ul></ul>
  24. 24. How can you get involved? <ul><ul><li>Talk to your customers and team </li></ul></ul><ul><ul><li>Share this presentation @ http://bit.ly/bqB8Bl </li></ul></ul><ul><ul><li>View this presentation on your mobile </li></ul></ul><ul><ul><li>Test mobile search & competitors sites on your mobile or browser emulator </li></ul></ul><ul><ul><li>Plan your content - what will people want </li></ul></ul><ul><ul><li>Is there an internal application? </li></ul></ul><ul><ul><li>Discuss development options </li></ul></ul><ul><ul><li>Don't get left behind </li></ul></ul>