This document discusses mobile apps and their value for businesses. It covers mobile platforms like iPhone, Symbian, BlackBerry and Android. It provides statistics on app usage like the average number of apps used per day and purchase per month. It discusses the top reasons for using apps and popular app categories. It also discusses factors to consider when deciding whether to develop a mobile app, including targeting multiple platforms and delivering value, visibility, velocity and variation.

1. Mobile Apps:
Adding Value to your Business

2. Contents
Interactive Scotland
Mobile Platforms
Mobile Applications

3. Interactive Scotland and
our services
Market research and intelligence
Product and technology support
Networking Events
Develop your business
Make the right connections

4. Contents
Interactive Scotland
Mobile Platforms
Mobile Applications

5. Mobile evolution

6. What is a Smartphone ??

7. Smartphones are driving
innovation

8. … with a variety of
platform choices

9. … however choose your platform
wisely

10. Mobile vs Mobility

11. Contents
Interactive Scotland
Mobile Platforms
Mobile Applications

12. Each customer is different

13. … and different audiences

14. Number of smartphone
apps

15. … however more downloads
than others

16. Top 5 reasons for using
apps

17. How many apps used per day

18. Average purchase per month

19. Costs in developing an
application

20. Frequency of use

21. Most popular categories

22. … with growth in services

23. Demand for new applications

24. Finding applications

25. Churn in apps

26. Should I develop an
application ?
• Mobile has a vital part to play in the modern purchasing lifecycle
• Almost 12% of UK consumers have received or downloaded coupons and vouchers via their
mobiles
• 5% of consumers use mobile for customer reviews and feedback
• Although immature in its use in retail, mobile GPS technology has the potential to make shopping
easier
• Lacking legacy CRM systems stops companies understanding the full potential of mobile
• The lack of usability and functionality remains a major obstacle to the growth of m-commerce
• Apple iPhone offers the most opportunity for retail applications, for now
• Mobile websites allow full commerce operations to be delivered to the Smartphone and Wap
phone
• iPhone is the most prominent platform in terms of brand and services
• Symbian is the most widely distributed platform across a number of leading manufacturers’
devices
• BlackBerry is not just used by business users, the number of consumers users is growing
• Android is growing in popularity and new handsets are starting to rival the iPhone for mobile
internet browsing and apps

27. Reasons for not shopping
using mobile

28. Consider all services in an
app

29. … and make a trade off –
enterprise vs social

30. Web vs native application

31. … but develop for more
platforms

32. The 4 deliverables…
1 Velocity – “give customers what they want, as fast as
possible”
2 Visibility – “don’t surprise customers”
3 Value – “understand the medium, and
deliver”
4 Variation – “never come out of beta”