The document discusses the mobile revolution from 2012 to 2015. It notes that iOS users were more likely to download paid apps than Android/other users, and that 80% of smartphone users regularly used apps while only 7% used the mobile browser. The document also covers trends like mobile websites, native apps, and hybrid apps. It outlines the pros and cons of each approach, and how businesses can create apps to engage customers, generate revenue, and stay competitive.

1. Mobile revolution

3. Why?

4. 2012

5. 2015

6. Handsets 30%
23
%
11%
7%
5%
AdMob Mobile Metrics / Metrics Highlights / May 2010

7. Operating
systems 40%
26%
24%
6%
2%
AdMob Mobile Metrics / Metrics Highlights / May 2010

8. USA
Global
AdMob Mobile Metrics / Metrics Highlights / May 2010

9. iOS users more : ) than
Appiness Android/other users
iPhone users regularly
download paid apps
only 7% of smartphone
users used browser
but 80% use
apps regularly!
AdMob Mobile Metrics / Metrics Highlights / May 2010

10. Future Trends

11. Mobile Options
Mobile Website
Native App
Hybrid

12. The problem:
Often task focused
Users want information now!
Services, location, opening times, offers?
Reference your information just in time
Casual browsing

13. Pros of Websites:
All smart devices have a browser
Developed using regular HTML stack
Some device capability
No approval process
Great for discovery via search JIT

14. Pros of Apps:
Instant on - persistence
Experience customised for the device
Use full capabilities of the device
Search via stores - iTunes, Market, GetJar
Multitasking
Testable
Great for ongoing relationship

15. Mobile Website Approaches:
Do nothing
Separate mobile site
Mobile-aware adaptive site

16. But…
Browsers are very variable
Next week's new device
Continual testing and bug reports

17. Mobile Apps
Access to the full API
Persistence
Native look and feel
Tight integration with existing services

18. Device Capabilities
GPS
Camera(s)
Microphone
Compass
Accelerometer
Ambient light
Proximity
Future - near field communication

19. App Store approval:
Good:
Barrier to entry
Another marketplace
Bad:
Apple tax on in-App purchases
Content limitations

20. Hybrid Apps:
HTML content bound with Native App
Easier cross platform
Only partial API access
Hey compromise, but…
Eliminates worse cons of Web/Native

21. Why businesses, brands and
communities need apps
Extend the brand experience Reach specialised market
Customer acquisitions Competition
Generate revenue from downloads Compete with big guns
Create a new marketplace Forefront of innovation
Additional form of contact Get more customers
and interaction followers and fans!
PR tool Expectations

22. Creating an app:
the basics
A good idea
Market research User interface Who is it aimed at? Promote it!

23. Design / Branding
User interface Keep it simple
Look professional Reputation
Fonts / Logo / Colours Memorability
Consistency
Relevance
Love it or loose

24. Credits
Slide 1: Mr T in DC - Flickr
Slide 2: Leif K Brooks - Flickr
Slide 3: Rosipaw - Flickr
Slide 4: Apple
Slide 5: Apple
Slide 9: Apple / HTC
Slide 10: Katerha - Flickr
Slide 22: Julian Santacruz - Flickr
Slide 23: KTVee - Flickr