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Mobile Apps 101

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Mobile Apps 101 seminar presentation given at Invest Ottawa on February 20, 2015. Covers app fundamentals such as:

- Whether a mobile app is right for you, or if a mobile-friendly website will do
- How customers are using apps, and how businesses can engage with them
- What to expect when developing an app for your business including costs, timelines, and processes
- Common mistakes when developing an app and how to avoid them
- Trends and upcoming opportunities in mobile apps

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Mobile Apps 101

  1. 1. Mobile Apps 101Discover new customers, engage the ones you have, and get to know them better Matt Tanner Digital Producer, Iversoft Solutions Owner, Firestarter Digital
  2. 2. 30% GROWTHOf mobile sessions in game apps
  3. 3. 121% GROWTHOf mobile sessions in utility & productivity apps
  4. 4. 174% GROWTHOf mobile sessions in lifestyle & shopping apps
  5. 5. What do you need to get started?
  6. 6. ◎ First, you need a Business ObjectiveAn app is an investment, treat it like one.
  7. 7. Who am I targeting? What do I want them to do? How do I want them to do it?
  8. 8. " Then, you need a COntent StrategyYou can’t let your app get stale.
  9. 9. What content am I providing? Who is responsible for it? How often should I update it?
  10. 10. # Lastly, you’ll need an Implementation planMake your app a part of your business.
  11. 11. When should the app go live? Do I need to change any processes? How will I promote the app?
  12. 12. ◎ " # $
  13. 13. How does your app get built?
  14. 14. Responsive web Vs Native Apps
  15. 15. Responsive Web Vs Native Apps Download from app stores Access offline, without data Full control over look & feel More functionality $10,000 + per platform Access via web browser Data/Internet required Potentially inconsistent Limited functionality $5,000 - 20,000
  16. 16. Responsive Web is Good for you if… Your content is presentational You’re probably not using e-commerce Your content benefits from a data connection You have a limited budget Your existing website isn’t responsive
  17. 17. A Native App is Good for you If… Your content is more interactive You could benefit from in-app hooks or tie-ins Your business plan uses in-app purchases You have a bigger budget Your existing website is responsive
  18. 18. Typical Project Timeline % $☼ ' ( IDEA STRATEGY DEVELOP CONTENT LAUNCH )* +, DISCUSS DESIGN MARKETING TESTING
  19. 19. % IDEA • Who is my audience? • What problem am I trying to solve? • How will this app accomplish that? Answer the big picture questions ◎
  20. 20. DISCUSS * • How will this app make money? • How will I finance this project? • Who should I get to build this app? • When do I need it delivered by? Answer the BUSINESS QUESTIONS
  21. 21. STRATEGY ☼ • What technology should be used? • Which features are prioritized? • What content will drive this app? • How will the app integrate with my operations? ANSWER The Project Questions #
  22. 22. DESIGN ) • Decide how each screen should look • Source graphics, logos, etc. • Decide on interactions for each screen/element BUILD the LOOK & FEEL
  23. 23. DEVELOP $ • Make everything do what it’s supposed to do! BUILD the FUNCTIONALITY
  24. 24. MARKETING , • Promote through existing channels • Get others talking about it • Reach out to media, if applicable • Start writing your content (including store descriptions, etc.) TELL YOUR AUDIENCE ABOUT It
  25. 25. CONTENT ' • Add copy (text), images, video, etc. • Build a backlog of dynamic content • Start testing your content with users PUT A COAT OF PAINT ON IT "
  26. 26. TESTING + • Test on as many devices as possible (or relevant) • Get real user feedback before public launch • Try to break (and then, fix) as many things as possible Squash Out the Bugs
  27. 27. LAUNCH ( • Congratulations - your app can now go live! • Do more user testing! How do they use your app? • Commit to curating ongoing content • Start planning immediately for a Phase 2… 3… etc. Send it on its journey
  28. 28. Successful Project Timeline % $☼ ' ( IDEA STRATEGY DEVELOP CONTENT LAUNCH )* +, DISCUSS DESIGN MARKETING TESTING
  29. 29. What to do After Launch?
  30. 30. Common Problem #1 Users don’t download your aPp“Build it and they will come” doesn’t work
  31. 31. 1.2 - 1.3 millionApps on the major stores
  32. 32. Your App
  33. 33. Common Problem #2 Users Don’t Keep Your AppAlways be delivering value
  34. 34. RetentionRate(%) 0 25 50 75 100 Months after download 0 3 6 9 12 App Retention Rates Source: Flurry Analytics & estimates via Apptentive 94%gone after 6 months
  35. 35. Crashes/bugs Slow/Unresponsive Heavy battery usage Too many ads 0 20 40 60 80 Common Reasons for Uninstalls Source: Apigee, 2012
  36. 36. Common Problem #3 Your App Doesn’t Make MoneyMonetization model & value delivery are key
  37. 37. Paidmium 4% Paid 4% Freemium 92% MOnetization Models Source: App Annie, 2013
  38. 38. Common Problem #4 YouR App Doesn’t work Well On…Test & fix, but don’t aim for perfection
  39. 39. Common Problem #5 Your App Is a Pain to MaintainPay to do it right, or pay to do it again and again
  40. 40. @mtanner613 @wemakethatapp @firestarterdgtl

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