Wayne Chen, our VP, Mobile Strategy recently outlined tips and trends to help attendees at the IFIC Summit Communication Conference build a mobile gameplan. Attendees of the conference included executives from over 50 food companies, including Dannon, General Mills, and Bayer CropScience. Chen highlighted the fact that only some of the largest companies in the food industry deliver value through mobile applications and built a strong case for why mobile should be an essential part of every company’s digital strategy. View Chen’s complete presentation from IFIC below.

1. Presentation Details: R2i State of Mobile: Tips and
Trends to Building a Solid Mobile Process
Presenter: Wayne Chen, VP of Mobile, R2integrated
Presented To: IFIC Science Communication Summit

2. Exercise

3. Mobile 1983-2007
Dyna Tac 800x iPhone (Original)
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4. Smartphones and Tablets
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5. Mobile Topics
1. Mobile Hype
2. What is an App?
3. Mobile Figures 2011
4. OS Trends 2011
5. 15 things to Know and Do in Mobile
6. Best Mobile Process
7. Mobile Analytics
8. Alternatives to an App
9. Best Mobile Practices
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6. Mobile Hype
16,000,000,000+ downloads
• Apple accounts for 71% of all app
downloads
• Apple has 365,000+ apps
• Android has over 265,000+ apps
• Blackberry has 25,000+ apps
• Windows has 12,000+ apps
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7. 2008-2011 U.S. Top 8 Mobile OS Trend
Year
iOS
Blackberry
Android
Samsung
SymbianOS
Playsta9on
webOS
Other
2008
56.04%
0.00%
0.00%
16.68%
0.00%
8.23%
0.00%
10.76%
2009
57.90%
16.40%
6.16%
5.99%
1.27%
2.20%
7.40%
5.19%
2010
38.31%
31.45%
18.71%
4.50%
2.19%
1.22%
1.09%
1.39%
2011
36.47%
23.98%
29.89%
2.82%
1.69%
2.69%
5.40%
1.31%
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8. Mobile Figures 2011
• 100+ million iPhones
worldwide-6/07
• 75 million iPod Touches
worldwide-6/09
• 20 million iPads
worldwide-4/10 • Average Smartphone user spends
• 650,000+ mobile apps 667 minutes a month using apps
• 100+ million Android phones • iPhone/Android owners own an
average of 15 apps
• 9 out of 10 consumers are aware of
the iPad
• 82 Tablets expected to come to
market in 2011
• Android: 31%
• Apple: 27%
• RIM: 25%

9. Mobile
Google BlackBerry Apple iPhone Palm WebOS Symbian OS Windows Mobile
1. Mobile Friendly Website (Every Site): Site renders ‘as is’
2. Mobile Optimized Website (Optional $): m. ‘dot’ site, I/A and Mobile
Content
3. Branded Mobile App ($): Info based, Syndicated Feeds, Media Services
4. Custom Native App ($$$): Unique functionality

10. Mobile Friendly Website
• Platforms
• Technology
• Design
• Content
Stuytown
Mobile Engagement Rating: 1.5 out of 5 stars
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11. Mobile Optimized Website
• Platforms • Design
• Technology • Content
RechargeYourYard RoseNYC
Mobile Engagement Rating: 2.5-4 out of 5 stars
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12. What is an App?
Definition
A computer software designed to help the user to perform singular or multiple related specific
tasks on a mobile device.
• Books • Navigation • Healthcare & Fitness
• Business • News • Lifestyle
• Education • Photography • Medical
• Entertainment • Productivity • Music
• Finance • Reference • Travel
• Games • Social Networking • Utilities
• Sports • Weather
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13. 15 things to Know and Do in Mobile
1. Do you have time?
2. Mobile development is Different
3. Initial App Research
4. Ideal Minimum Investment Cost
5. Mobile Hype vs. Business Goals
6. Measuring App success
7. Demographic Targeting
8. Marketing Strategy and Budget
9. Supporting the app
10. Dedicated Project Manager
11. Available Data
12. Interview Vendors
13. Fixed Price vs. Time & Material
14. Consider Alternative
15. Calculated Risk & Analysis
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14. Branded Mobile App
• Platforms • Design
• Technology • Content
1st Mariner Bank SourceFire
Mobile Engagement Rating: 4 out of 5 stars
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15. Custom Mobile App
• Platforms
• Technology
• Design
• Content
• Consumer & Enterprise
In Touch Ministries Serve
Forbes Meguiar’s
Mobile Engagement Rating: 4 -5 out of 5 stars
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16. R2i’s Mobile Process
Data Storyboard
Platform Acceptance
Audience Features
Business Mobile Analytics and
Requirement Reporting
SRS

17. Mobile App: Modern Requirement
To App or Not to App
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18. App: The Ideas
Ideas to Paper
• Document it
• Investment Check
• Expert Consultation
• Initial Risk
• Complete Buy-in
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19. App: The Business
Strategy, Strategy and Strategy
• ROI
• Educational Factor
• New Users
• New Sales
• Marketing Strategy
• App Productivity
• User Satisfaction
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20. App: The Audience
Who’s Who
• Stakeholders
• Advertisers
• Competition
• Target Users
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21. App: The Features
Worth its Weight in Gold
• Push Notification
• Analytics & Report
• Advertising
• Commerce
• Social Media
• Location-based
• Real-Time
• And etc
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22. App: The Platform
The Phone(s) Matter
• iOS
• Android
• RIM
• Windows Phone 7
• And etc
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23. App: The Storyboard
User Experience is King
• Wireframes
• Pixel Perfection
• Style Guide
• Interface Guideline
• Navigation
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24. App: The Data
Content Driven
• Content Source
• Feed Access
• Formatting
• Mining Data
• DB Integration
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25. App: The Acceptance
Evolving with your Audience
• Key Performance Indicators
• Success Factors
• Acceptance Criteria
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26. R2i’s Mobile Development
Iterative Design
Iterative
Project Support
Development
Mobile
App
Mobile Analytics Agile Marketing
Deployment QA & Testing

27. App: Evolution
Evolving with your Audience
• Versioning
• Digital Marketing
• Analytics
• Feature Upgrade
• Marketing Strategy
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28. App: Mindset
New Media Attitude
• Timeliness
• High priority
• Strong support
• Analytics
• Desktop thinking
• Outsourcing
• Team work
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29. Food for Thought
• Consumer Apps
• Education & News
• Entertainment/Games
• Social Sharing
• Location Based Services
FoodSpotting RedLaser
• Brand Loyalty
• Diet & Fitness
• Augmented Reality
• Near Field Communication • Enterprise Apps
• Supply Management
• Sales/ Training/Operations
• Executive Widget
• Green Initiative
• Real-Time Communication
Calorie Counter Epicurious • Commercial Marketing
• Mobile Clouds
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30. Q&A

31. Visit R2i Mobile
bit.ly/r2iStateofMobile
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32. Works Cited
1. "Apple Dominates Apps, But Google Gaining - Appedia." Appedia - News and Insight on Mobile Apps and Software. Appedia.com, 11 Mar. 2011. Web. 24 May 2011.
<http://www.appedia.com/news/2264.html>.
2. Etherington, Darrell. "Infographic: The Selling Power of the IPad." Weblog post. GIGAOM. GIGAOM.COM. Web. 04 Feb. 2011. <http://gigaom.com/apple/infographic-
the-selling-power-of-the-ipad/>.
3. Jade, Charles. "IPod Touch Now Outselling IPhone: Apple News, Tips and Reviews «." GigaOM · Tech News, Analysis and Trends. GigaOM. Web. 23 May 2011.
<http://gigaom.com/apple/ipod-touch-now-outselling-iphone/>.
4. Malik, Om. "The Economics of Attention: Why There Are No Second Chances on the Internet : Tech News and Analysis «." GigaOM · Tech News, Analysis and
Trends. GigaOM, 29 Mar. 2011. Web. 23 May 2011. <http://gigaom.com/2011/03/29/the-economics-of-attention-why-there-are-no-second-chances-on-the-internet/>.
5. Mindlin, Alex. "Using Phones, but Not to Talk or Surf." New Yorker Times. New York Times, 6 Mar. 2011. Web. 23 May 2011. <http://www.nytimes.com/2011/03/07/
business/media/07drill.html>.
6. Munchbach, Andrew. "Forrester Research: Over 82 Million Tablet Users in U.S. by 2015." BGR. BGR, 4 Jan. 2011. Web. 23 May 2011. <http://www.bgr.com/
2011/01/04/forrester-research-over-82-million-tablet-users-in-u-s-by-2015/>.
7. Ogasawara, Todd. "Apple All-Time Mobile Sales: 100+ Million IPhones. Nearly 20 Million IPads - SocialTimes.com." SocialTimes.com - Your Social Media Source.
Social Times.com, 21 Apr. 2011. Web. 23 May 2011. <http://socialtimes.com/apple-all-time-mobile-sales-100-million-iphones-nearly-20-million-ipads_b58881>.
8. Parr, Ben. "100 Million Android Devices Now Activated [STATS] - Yahoo! News." The Top News Headlines on Current Events from Yahoo! News. Yahoo News, 10
May 2011. Web. 23 May 2011. <http://news.yahoo.com/s/mashable/20110510/tc_mashable/100_million_android_devices_now_activated_stats_1>.
9. Ricadela, Aaron. "Apple IPad’s ‘Buzz Saw’ Success Cuts PC Sales at HP, Dell - Bloomberg." Bloomberg - Business & Financial News, Breaking News Headlines.
Bloomberg, 18 May 2011. Web. 23 May 2011. <http://www.bloomberg.com/news/2011-05-18/apple-ipad-s-buzz-saw-success-cuts-into-pc-sales-at-hp-dell.html>.
10. Savov, Vlad. "Google Reaches 100 Millionth Android Activation, 400,000 Android Devices Activated Daily." Engadget. Engadget.com, 10 May 2011. Web. 23 May
2011. <http://www.engadget.com/2011/05/10/google-reaches-100-millionth-android-activation-400-000-android/>.
11. StatCounter Global Stats - Browser, OS, Search Engine including Mobile Market Share. GS StatCounter. Web. 23 May 2011. <http://gs.statcounter.com/>.
12. Tech-Buzz.net. Tech-Buzz.net. TechBuzz - Tech Tips, Mobile Apps, Web Apps and Other Know Hows. TechBuzz. Web. 23 May 2011. <http://tech-buzz.net/wp-
content/plugins/wordpress-toolbar/toolbar.php?wptbto=http://blog.shoutem.com/2011/04/21/infographic-the-state-of-mobile-app-world/>.
13. Warren, Christina. "Apple Sells 100 Million IPhone Units." Social Media News and Web Tips – Mashable – The Social Media Guide. Mashable, 2 Mar. 2011.
Web. 23 May 2011. <http://mashable.com/2011/03/02/100-million-iphones/>.
14. WebTrends. WebTrends. Measuring Adoption, Realizing Returns in Mobile. WebTrends. Web. 04 Mar. 2011. <http://www.webtrends.com/Products/Analytics/~/media/
Brochures/Brochure-Mobile-Analytics.pdf>.
15. Zeman, Eric. "IPad Owns 82% Of U.S. Tablet Market -- InformationWeek." InformationWeek | Business Technology News, Reviews and Blogs. InformationWeek, 6
May 2011. Web. 23 May 2011. <http://www.informationweek.com/news/personal-tech/tablets/229402946>.