This presentation by Sirish Kosaraju, COO, RapidValue Solutions explains the best practices of enabling the mobile channel for organizations. It also addresses how to structure your IT org for mobile development, the technology & business changes you will need to consider. Through customer learnings (UOP, Karmaloop Case studies) we will share best practices on improving conversions, increasing sales and promoting the mobile app usage. The follow of the presentation is as follows: 1. Mobility Overview 2. Best Practices for Mobility - Factors to consider 3. Facebook Mobile Strategy Case Study 4. Charting out the Business Strategy 5. Creating Project Plan & Roadmap 6. Considering organizational changes required 7. Measuring usage & end-user feedback 8. Sales & Marketing (Promoting consumer apps) 9. Customer Learning - KarmaLoop, University of Phoenix Case Studies 10. Summary

1. Best Practices for Mobility

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1 Mobility overview
2 Best practices for mobility – factors to consider
(i) Charting out the business strategy
(ii) Creating project plan & roadmap
(iii) Considering organizational changes required
(iv) Measuring usage & end-user feedback
3 Sales & Marketing (Promoting consumer apps)
4 Customer Learnings - KarmaLoop, University of Phoenix Case Studies
5 Summary
Agenda & Abstract
2
This presentation explains the best practices of enabling the mobile channel for organizations.
The talk will delve into how to structure your IT org for mobile development, the technology &
business changes you will need to consider.
Through customer learnings we will share best practices on improving conversions, increasing
sales and promoting the mobile app usage.

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What Industry Experts Say
• US smartphone penetration has reached 65.2% within 6 years
since 2007 when Apple first launched its iPhone.
Source: comScore
• 55% web traffic usage in US is through mobiles & tablets in
Jan 2014. (47% from mobile apps and 8% fro mobile browser).
Source: comScore
• Touch-screen devices (including iPad, iPhone ) will account
for 59% of all PCs shipped in 2016.
Source: Canalys
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Transforming Web Business to a Mobile First Strategy
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Results
• Of the 699 million daily active users who logged onto the
site in June 2013, more than two-thirds did so from a
mobile device
• Mobile revenues accounted for 41% of the company's
revenues in Q2 2013
• Mobile users spend one in every five minutes online
using Facebook, web users spend one in every seven
minutes
Facebook had zero revenues from mobile and was identified as the biggest risk when it went
IPO. Facebook’s share was driven down by over 40% due to this perceived risk.
Facebook then implemented native mobile apps for Android and iOS. And focused on mobile first
strategy.
Source: Mashable.com

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Few Thoughts
• Incorporate Mobile First Strategy into your roadmap
• Today, the question should be how to implement, and not
should we go mobile?
• For your mobile strategy to be successful, you need to adopt
the 360-degree approach and include mobile in every aspect
of your business
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6. Mobile is just the beginning...
Transformation is happening across the Ecosystem
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Watch the Video
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Mobile is just the beginning...Transformation is happening across the Ecosystem

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Best Practices for Mobility – Factors to consider
Strategy
Project
Roadmap
Organization
structuring
Measuring
Usage &
User Feedback
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• Business objectives
• Corporate
ecosystem
• Budget
• Timelines
• Define features &
functionality
• Set timelines
• Implement in
iterations
(phase-wise
approach)
• Business changes
• Technical changes
• Release Beta
version
• Measure usage
• Capture user pain
points
• Improve in next
iteration
Different factors become important at different stages of the lifecycle

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Charting out the Strategy
8
1
Start by analyzing the right mobile strategy to fit your business goals
1. What is the importance of mobile in your firm?
• Added convenience / Revenue Generation / Cost cutting / Customer Service
2. What is your customer profile?
• Number of customers
• Geographical spread of customers
• Customer Value
3. Diversity of mobiles
• Types of devices / OSes ( iOS, Android, Windows, Feature phones etc.)
4. Technology Strategy
• Native or Mobile Web or Hybrid
• Existing Systems
5. Execution Strategy
• Design
• In-house vs Outsourced Dev
• Infrastructure
• Maintenance
6. Marketing / Go-to-Market strategy
• App promotion
• Driving Sales

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Project Roadmap
9
2
Next you need to work on the implementation plan to fit your timeline
1. User Experience Design
• Mobile is all about Design Design & Design
2. Technical Design
• Features
• Platforms
• Backend Integration
3. Infrastructure Design
4. Resourcing
5. Timelines
• Initial version
• Iterations
• Roadmap
Mobile Evolution
• Utility apps ( meets the functionality for one or two platforms)
• Responsive Apps on multiple platforms ( broad coverage)
• Intelligent Apps which deep personalization features
• Innovation – Augmented reality
Mobile is not a one time build and forget. It is a business and hence investments have to
be treated that way. Far too often, customers don’t get benefits due to insufficient
spending on this platform.

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Technical Considerations
Considering Organizational Changes
• Service Oriented Approach
• User Experience
• Technology Options
• Development Approach
o Test Driven
o Continuous Integration
• Testing Setup
• Continuous Improvement
• Organization Structure
• Monetization on mobile
• Multi-Screen Audiences
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Business Considerations
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Technology Perspective
Service Oriented Architecture
• API, API, API - APIs for everything
• Move from building features to building APIs for each of those
• You are not building for one surface but multiple surfaces which you may have not seen yet
Technology Options – Native vs. Mobile Web ; Mobile Web vs. Responsive Web
• Should you choose Native or Web or Cross-Platform
• Understand the tradeoffs
• Make a decision along with business teams like Sales & Marketing – its not just a technology
decision
• More often than not its not either or but its multiple platforms co-existing together
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Technology Perspective
• Robust UI / UX team
• User experience has to be
spot on mobile
• Follow standards for each
platform
• Less space – so create more
personalized experiences
• Ask Less – Learn more with
every interaction
• Use deep analytics to present
the data
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User Experience
Approach
Development
Approach
Testing
Approach
Test Driven Development
• Allows developers to define
test cases for the module
planned to code
• Unit Testing performed
continuously through
automation of test-cases
• Newer code checked-in will
capture automatic bugs with
the failure of test-cases
Continuous Integration
• Daily integrated builds
created and sent as
notifications to the whole
team (Dev, QA)
• Builds integrated to
TestFlight, the app can be
downloaded by all
stakeholders for testing and
observing the progress of
development
Testing Approach
• Test Driven Development
Approach
• Automated Testing
o Leverage platform
sdks/third party library to
automate unit test cases
with code coverage of 60%
o Automate Integration Test
cases using tools like
Experitest etc.
• Establish a Device Lab – procure
the most commonly used devices
• Manual Testing
o Execute manual unit test
cases to capture the UI
issues
• Test for Non-functional scenarios
like Load Test, Performance Test,
Stress Test

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Business Perspective
Analytics
Capabilities
Measurement
• Identify the KPIs
• Find out the budgets
• Determine the metrics
• Figure out the Sales Value
• Know your target audience
• Know your competition
• Understand market insights
• Find out the devices used
• Identify mobile expertise team
• Figure out expertise in IT team
• Plan for a marketing agency with
mobile experience
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14. • Marketers are displaying TV ads to get
consumers browse their site instantly
• More marketers now are focusing first on
mobile for integrated campaigns
• Companies are running brand campaigns
across devices to reach larger audience
• Advertisers are focused on performance-
based campaigns
Addressing Multi-screen Viewing Audience
Source: Part of infographics by Uberflip
“90% of consumers move between devices to complete a task. And 40% of smartphone users watch
TV while browsing from their smartphones” – Google
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15. Teams required within the Organization
Right Team with
Relevant Experience
Organization Structure
There are two options 1) Centralized Solution and 2) Decentralized Solution. Both are driven
by one single mobile leader.
Mobile Leader
(Cross-functional Team Head)
Single Centralized
Mobile Team
Decentralized
Mobile Team
• Start with a
centralized group
initially
• One team leader to
manage all units
• Separate mobile teams for
each business unit with
growth in traffic
• One group leader to handle
each business unit
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Trulia – A Case Study
App Philosophy
MonetizationTeam
• Centralized Team for UI / UX
across all apps
• Mobile Engineering Team
organised by technology
competency – iOS, Android,
mobile web site etc
• Determine the metrics
• Responsive approach by front
end Trulia.com website
• Develop apps on multiple platforms – OS, iPad, Android, Android Tablets, Kindle Fire,
Windows 8 Tablets, Mobile Web
• Specific purpose apps on specific platforms like Renters, Real Estate Agents, Mortgage
Shoppers. Provide essential functionality for fast and efficient mobile experience
• Like Foursquare, agents can check in to specific properties using agent app and
distinguish themselves from other agents
• Built from the start – along with
apps, launched an ad system
• Show context sensitive
information with zero clicks and
ensure user gets to the call to
action with little browsing
• 60% of leads come from mobile
today
Source: Forbes
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• Use Analytics for feature prioritization
and testing
• Active review management
• Continuous improvement with feature
releases
Continuous Improvement Process
Release 1
– Deploy
User
Feedback
Usage
Analytics
(Google/Flurry/
Omniture)
Product
Management
Requirements
Release 1.1 Build & Test
Improve Build Cycle
Release 1.1 – Deploy
1
2
3
Improve
Iterate
& Build
Measure & End-User Feedback - Continuous Improvement
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4

18. Sales & Marketing
(For Consumer Apps)

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Invest in Analytics Tools to Target Right Audience
To Increase Product Sales, Improve Conversions and Promote App Usage
1. Analyze the user behavior and preferences
2. Target the audience with right content based on demographics and geography
3. Personalize the content based on preference
4. Push ‘promotional messages’ as notifications
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Monetization on Mobile
• Serve more ads without losing User Attention
(Facebook is done this successfully and grew its revenues
on mobile to 41% from almost zero within 6 quarters).
o In-stream ads and branded posts
o Contextual advertisement
o Hyper-local mobile ad targeting
o Real-Time Bidding exchange for high value mobile
user targets
• Mobile Video Ads – Pre-roll, Mid-roll and Post roll. Pre-roll is
the most popular in video ads with 10-15 secs clips.
• Interstitials – Full or half page ads appears between content
pages. Best format, since it utilizes the complete screen
size.
Worldwide mobile advertising revenue to reach $24.5 billion in 2016.
Revenue from global mobile advertising to grow 400 % between 2011 and 2016 - Gartner
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21. Customer Learning

22. “We have noticed difference in technology requirement across
geographical regions. In the US, iOS and Android is more popular, whereas
customers in India look for mobility solutions on Android. Mobility solutions
requirement on Windows Phone OS and Nokia phones are more popular in
European regions.”
– Rinish KN, CTO, RapidValue Solutions
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23. Mobile Commerce Application
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24. Traffic Close to 30% through Mobile Channel
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What we did
1. Usability improvements
• Reduced number of clicks from purchase
to payment
• Design changes
• Reduced logic validations
• Introduced more payment mechanisms
2. Social Shopping Experience
• Sharing Wishlists / Buys
3. Analytics
• Better Analytics
• Targeted Push Notifications
4. Performance Improvement
• Crash Analytics / Performance monitoring
5. Process & Results
• New features added in iterations every couple of months
• High CSAT score and 4.6 rating on app stores
A leading streetwear retailer with over $200mn in sales. KarmaLoop sells clothes
and accessories online.
Issues / Opportunities
• Revenues from Mobile Channel
(Apps & Mobile Web)
• Improve conversion rates
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25. Improved Student engagement in online classrooms via mobile
channel
.
One of the largest higher education providers in North America (Apollo Group)
with over $ 4 billion in revenues.
What We did
• 3 years roadmap to build and support apps
for students and faculty
• Accessed by over million users with 4+ rating
on app stores
• Established dedicated mobile testing lab for
manual and automated
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Summary – Key Factors to Consider
Start with basic features on one device platform. Measure the impact and then expand
to include new features in iterations across more devices. Get feedback from your
users to correct the mistakes in app in the next releases.
Mobile First Strategy
Mobile strategy impacts all areas of business. Analyze the backend system integration,
corporate ecosystem, corporate expansion plans to provide seamless experience
across channels and devices. Set a mobile champion or leader in the firm.
Invest in Analytics &
User Experience
Integrate with strong analytics tool to understand the user behavior, personalize
content, push promotional messages & mobile ads based on user preference,
demographic, and geography.
Measure & Iterate
Right Team with
Mobile Champion
Get the right team with skills across platforms – iOS, Android, HTML5, Responsive
Web, UI/ UX Design, Analytics, Testing. Have a clear mobile leader / champion in the
firm.
Take Full Advantage
of Mobile Technology
Make complete use of mobile technologies supported by devices. Specially, include
features related to GPS functionality, barcode scanning and camera capabilities.
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27. THANK YOU
Presented by:
Sirish Kosaraju
Chief Operating Officer, RapidValue Solutions
Email: sirishk@rapidvaluesolutions.com
Phone: +91 99454 81164
www.linkedin.com/in/sirishkosaraju
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28. RapidValue in a Slide – Largest Independent Enterprise Mobility Firm
200+ STRONG
MOBILITY
CONSULTING
TEAM
350+
MOBILITY
PROJECTS
EXPERIENCE
LARGE SCALE
& COMPLEX
MOBILE
PROJECTS
Recognized as the 2013
Top 100 Red Herring
Global Finalist and prior
to that selected as
2013 Top 100 Red Herring
North America Finalist
Awarded TOP 15
Emerging Companies in
the Field of Innovation.
Won the prestigious
NASSCOM emerge 50
award in 2011
HEADQUARTERS
PLEASANTON, CA,
USA
GLOBAL DELIVERY
CENTERS IN
BANGALORE & KOCHI,
INDIA
Operations Across…
USA | Canada | Finland | UAE | India
‘Mobility Driven Transformations’ to unlock
value from your enterprise systems…
Razor –
Sharp
Focus on
Mobility
Enterprise
Mobility
Specialists
Cutting Edge
Delivery
Processes
Experience working with Fortune 500 customers and many
Fortune 1000 companies…
Experts in
Enterprise Field Applications including
Field Service app, Geo location apps and
Integrations with ERPs like SAP, Oracle
and others
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