This document discusses mobile apps versus mobile websites for retailers. It notes that while mobile apps can provide an optimized experience and offline usage, they require more development resources and time than mobile websites. Mobile websites have wider reach since they don't require downloads and can be accessed by more users. The document also stresses that smartphones have a diverse user base, not just younger people, and to consider platforms beyond iPhone like Android and Blackberry. It encourages retailers to start mobile engagement but not be afraid to ask for help from mobile experts.

1. ‘Mobile Apps vs. Mobile Websites’
Mobile Retail Masterclass
15th March 2011
Mark Cody
Telefónica O2 UK Limited
e: mark.cody@o2.com
m: 07734715653

2. Contents
• Apps v’s M-Sites
• It’s not all about fruit
• Don’t forget the basics
• How can O2 help you?
• What should Retailers consider

3. Why a Mobile App?
Pros Cons
• Optimised Experience • Development Resource
• Offline Usage • Time to market >10
weeks
• Lots of Hype/PR
• Download Required
• Engaging
• 75% of UK don’t have a
• In-Built Promotion Smartphone (yet)
• Use Device Features • Multiple Platforms =
multiple cost
• New Revenue Stream
• Customer Expectations

4. Why a Mobile Site?
Pros Cons
• Wider Reach • Limited Design
• Browser is the future • App ‘Expectations’
• No ‘App’roval process • Can’t utilise all device
features
• Reduced cost/time to
market - >6-8 weeks • Need to be Online
• Attract mobile • Less hype around
searchers mobile sites
• Open Standards

5. It’s not all about fruit
% Composition of Smartphone Users (EU5)
• >6m iPhone customers in the UK
6%
• iPhone users equate for almost 80% of 18%
13-17
smartphone mobile internet traffic 14%
18-24
– around 15% smartphone market share 16%
25-34
35-44
– but only 10% of all phones in the UK 45-54
24%
55+
• Wide range of smartphone users – not
22%
just younger generation Source: comScore
Platform Global Marketshare Growth Q4'10/Q4'09
• Consider all platforms:
Android 32.9% 615%
– Apple Nokia 30.6% 30%
– Android Apple 16.0% 85.90%
RIM 14.4% 36%
– Blackberry/RIM
Microsoft 3.10% -20.30%
– Nokia/ Windows Mobile Others 2.90% 64.80%
Source: Canalsys

6. Don’t forget the basics
Mobile Marketing
Mobile Site
Operational Comms
Mobile App
Internal Comms
Customer Care

7. How can O2 help you?
• Knowledge O2 Top-up
Surprises
• Expertise
• Reduce the risk
• Promoting your brand
• Technology – tools for the trade
• The Future

8. What Retailers Should Consider
• Do something – start to engage and
experiment
• Everybody's at it – what’s holding you back?
• Mobile Apps work - but are not for everyone
• M-Sites can reach all mobile users
• Don’t forget the basics
• How will you promote your services?
• Don’t be afraid to ask for help