Here are the key points to consider for your mobile strategy regarding apps: - Evaluate your target customer base and their mobile needs/habits to determine if an app makes sense - Take a customer-centric approach and focus on adding real value for users - Start with lower-cost hybrid apps that can be deployed across platforms - Roll out app features gradually based on feedback to refine the experience - Consult app development experts to determine the best approach and ensure any apps meet platform guidelines The overall goal is to enhance the mobile experience for customers in a cost-effective way by leveraging appropriate app technologies and following user-centered design principles.

1. Be Smart be Mobile
By @georgeioannou
Head of Agency

2. Being mobile
• Today Mobile is obviously far
more than phone calls and SMS.
• It’s about being connected with:
– WHATEVER you want,
– WHEN you want,
– and HOW you want
• If you get those three factors
right then you’re on your way to
happy users.

3. We are going to cover:
• Pros and Cons of mCommerce and Apps
• Outline Mobile Strategies
• Some Industry Examples

4. Interes6ngly enough…
“Smartphones
penetration stands
at 51% in the UK”
Source:

5. Interes6ngly enough…
Source:

6. Interes6ngly enough…
• 23% of brands, agencies and technology providers
indicate that mobile marketing will be a significant focus
for their businesses going forward.
• More than half (57%) of companies indicated that mobile
applications rank highly on their priority list.
– QR codes represent the second most popular mobile technology, with
just under half of companies (48%) saying they intend to invest here in
2012.
– Around a third of companies surveyed plan to invest in mobile
commerce (34%), mobile advertising (31%) and mobile-optimised
emails (31%).
Source:

7. Interes6ngly enough…

8. Interes6ngly enough…

9. Main types technology decisions
• NaJve apps
• Hybrid apps
• mCommerce
– Dedicated web app
– Generic mobile app

10. Na6ve apps
• Coded with a specific programming language
(ObjecJveC for iOS, Java for Android).
• These mobile applicaJons are fast, reliable, and powerful
but are Jed to a mobile plaRorm.
• That means you must duplicate them using the appropriate
programming language in order to target another mobile
plaRorm.
• Nearly all games are naJve apps.

11. Hybrid Apps
• Hybrid apps, which rely on development frameworks
like Sencha, PhoneGap, Titanium
• These mobile apps offer a very interesJng
compromise because they ensure cross‐plaRorm
compaJbility and can access the phone’s hardware
(camera, GPS, user’s contacts).

12. Dedicated Web App
• Dedicated web app which is a mobile web site
tailored to a specific plaRorm or form factor
• Run in the phone’s browser
• Like the LinkedIn web app which was designed
for Android and iOS, but not for other
smartphones or feature phones.

13. Generic Web App
• Generic mobile app, which are mobile web
sites designed to match every web‐enabled
phone, like the Wikipedia mobile page.
• Again runs in the phone’s browser
• Here you’re able to look at Responsive and
adapJve design where the interface adapts as it’s
scaled down.

14. Comparison of these methods
Source:

15. Mobile app pros & cons
Pros Cons
User Experience Download needed
Hardware Features Development Time
Usage / Loyalty Market share
Off‐line usage Approval Process

16. Mobile web pros & cons
Pros Cons
Less resource needed Limited FuncJonality
Accessible to all User Experience (someJmes)
Easily updateable No Offline Capability
Works off your main ecommerce Site Can be slower

17. mCommerce broken down
• Mobile e-commerce
• TransacJng with an eCommerce site via a mobile device. Examples
include: eBay mobile, Amazon mobile, and the majority of mobile
commerce “apps.”
• Mobile payment
• Payment using the smartphone as the conduit. Examples include: Google
Wallet, PayPal
• Mobile commerce (in-store)
• The ability to purchase physical goods in the store via an app that interacts
with the store’s point‐of‐sale system (and bypass the checkout process).
Examples include Starbucks Card Mobile app

18. Another two elements to think
about - Convergence
• Shoppers are mobile they want to shop smarter, faster and more efficiently.
• Mobile and physical store locaJons via retailer‐centric mobile apps are the future.
• Retailers who fail to do this will watch the thousands of shopping, comparison and
purchasing apps available to shoppers remove them from the customer
engagement cycle.
• This isn’t about simple check‐ins, games or QR codes. This is about creaJng an
experience (and app) that provides real value to the shopper.
• Provide an app that saves Jme and money while providing a truly unique and
personalized experience with your store.
• An app that is integrated to the physical store’s systems to provide for a seamless
shopping and buying experience. That is what convergence looks like, and it’s
becoming a reality for the retailers that understand its value and importance to
the shopper and the future of their business.

19. OUTLINE STRATEGIES

20. Mobile strategy – mCommerce
Mobile Create a User
Leave it Only Hybrid / agent
Pages CSS detecJon

21. Mobile strategy – mCommerce
• 1. Leave it(Transcoding)
– Always an opJon, and a good choice if your site already renders well on mobile phones.
– Test your site using the “Big 3₺ engines – Google, Yahoo and MSN, and on different smartphones (older phones vs. newer phones, etc).
– “If it’s reasonably legible, it’s probably not worth the extra effort.” You can 301 (permanent) redirect your .mobi domain (if you have one) in this case.
– Pros: Faster and cheaper.
– Cons: Transcoding only works when your site is accessed through search. If someone clicks on a link through email, for example, the user experience may not
be as good. Plus, URLs get messed up by transcoding so it’s harder for users to bookmark your URLs and you won’t get backlink credit.
• 2. Create Mobile‐Only Pages
– Design mobile‐specific that are narrower, have less funcJonality, simpler navigaJon and smaller images.
– Redirect visitors to the mobile version based on device detecJon.
– Requires a subdomain like m.site.com or site.mobi.
– Pros: AdjusJng code that you already have live..
– Cons: Double the maintenance – an update on your .com requires an update on your m.site.com or site.mobi (whatever you’re using). Some cases duplicate
the ecommerce plaRorms.
• 3. Create a Mobile/TradiJonal Hybrid
– Use your exisJng content, but create a CSS version for mobile (or mulJple CSS designs for different mobile browsers).
– Pros: Simply add another style sheet. No duplicate content problem because it’s just rendered differently as the
browser pulls the sheet automaJcally.
– Cons: No guarantee the browser will pull the right style sheet. And lots of work if you’re not already using CSS.
• 4. Use Dynamic Mobile Pages
– Combine your content database with user agent (desktop vs. mobile) detecJon to transcode the site on‐the‐fly. You can target devices based on make, model and operaJng
system.
– Pros: Best opJon if you want to offer the best user experience and leverage your SEO efforts.
– Cons: Expensive, requires custom coding. Also a short term soluJon since you need to re‐do it with every new solware release and new make/models of devices. More difficult
to implement.

22. Mobile strategy – Apps
• Look at your customer base
• Think customer centric
• Try to develop hybrid apps to start
• Launch in stages
• Get advice
– Which is best?
– Ensure it meets guidelines
– Think which areas may be able to be pulled into using
html/code which are in built.

23. TRENDS

24. Trends
• It’s not an ‘either / or’ choice
• Web apps are picking up steam
• User sessions tend to be longer over
native applications.
• Avoid go-to-market delays develop
HTML5.

25. Trends
• Many companies are sJll failing to recognise that customers
are not using these channels in a mutually exclusive manner
• It’s not an ‘either / or’ choice
• Heavy app users are also the most frequent mobile internet
users).
• Web apps are picking up steam in adopJon, driven by the
desire for immediacy
• This is due to the user experience being bener.
• With restricJons and control especially from apple, you can
bypass the delays by developing in HTML 5 there are obviously
restricJons, and in cases this wont be an opJon

26. SOME INDUSTRY EXAMPLES

27. Ocado

28. Ocado
• Allows you to place orders directly from your
iPhone.
• It downloads the entire supermarket to the device,
enabling users to build a shopping list even when
they're not in range of a wireless network.
• Place a new order, add items to an existing order,
or even finish off an order you half-started on
another computer.
• Elegant, easy to use, and much more fun than
schlepping round the supermarket.

29. NET-A-PORTER

30. NET-A-PORTER
• The world's leading online fashion retailer is now
available on your iPhone.
• Browse the latest collecJons, take a closer look at
hot new designs.
• read the latest industry news.
• build wish‐lists of your favourite ouRits
• and make purchases on the go.

31. asos.com

32. asos.com
• They have a mobile version hosted as
m.asos.com
• It’s clean and clear
• Good adapted navigaJon
• SJll translates their brand well.

33. Starbucks

34. Starbucks
• Nice example of responsive design check it
out on a variety of devices.

35. Flipboard

36. Flipboard
• Although not mCommerce lots can be learnt
• It’s a beauJful interface with what is
essenJally RSS feeds and API’s
• Ecommerce browsing could infact take a leaf
from it’s book, especially in the luxury retail
areas to mimic magazine layouts etc.

37. Blackline.tv

38. Blackline.tv
• Magazine which has a beauJful interface
similar to a magazine.
• What’s nice about this is it’s built in html 5
and completely acts like an app.
• But no approval needed etc.. But shows you
to add it as a home screen bookmark.

39. Westfield

40. Westfield
• Available for iPhone.
• Enhanced shopping experience at one of the WesRield Mall
shopping centers.
• InteracJve mall map with every retailer’s website,
• map locaJon and phone number.
• Save your parking locaJon with a text or voice note.
• Create a shopping list.
• See what movies are playing and check show Jmes.
• Offers addiJonal mall informaJon, such as mall‐walker
distances.

41. Home Depot

42. Home Depot
• Available for Android, iPhone.
• Scan a product’s QR or UPC code and obtain product
informaJon and user reviews.
• Share the item on Twiner, Facebook, email
• save it for later in My List.
• Check available inventory at your store, or nearby store.
• The app also features a store locator, in‐store map of the
store where you’re shopping,
• buy and send e‐gil cards, feedback form, and access to
hundreds of do‐it‐yourself project videos.

43. Where it’s heading…
• Next-level apps will communicate with
other apps via open APIs and interact with
other devices.
• NFC technology
• True cross channel strategies
• Improved Analytics and Metrics
capabilities

44. Some points to remember
• Look at your data, understand it and give
users what they want
• Test mCommerce as well as you desktop
versions
• You don’t have to pick one direction, a
strategy may incorporate a number of
these solutions.
• Be Creative!

45. We are Digital & Wise
Follow us at:
@digitalandwise
Or email us at:
info@digitalandwise.com

46. Thank you!
Follow me on twitter:
@georgeioannou
Or email me:
george@digitalandwise.com