The presentation was used for IAA School Mobile Awareness session and include Romanian mobile market insights as well as process elements for crafting mobile experience that is relevant to the usecase and the target market.

1. as seen on 25th of April 2015 at
IAA School Mobile Awareness session
Alexandru Băduț
http://me.alexbadut.com

2. IAA Mobile Awareness session, 25th of April 2015
2
1. .RO smartphone & Data consumption insights
2. The role of mobile in the digital strategy
3. Mobile moments & The IDEA process
4. Technical bits you should know
Agenda & Objectives

3. 3
.RO smartphone & Data consumption insights

4. IAA Mobile Awareness session, 25th of April 2015
4. RO smartphone & data consumption insights
22.9 million active SIM Cards
13.6 million data connections
3rd country in EU for 4G cov.
30-35% penetration in 2015
50% penetration end of 2017
70 MB monthly in ‘13
30%
50%
20%
OS split Others (Blackberry, Symbian, Windows Mobile)
Android
iOS
Source: ANCOM Report Apr 2014
Source: MediaFactBook 2014, data for 2013

5. 5.RO smartphone & data consumption insights
Email services
Social networks
Browsing the web
Listening to music
0 22.5 45 67.5 90
64
77
88
70
Source: Media FactBook 2014
Activities undertaken by smartphone users (percentages)
17 installed apps on average
Shazam = 1.7 mio users
79% of smartphone owners would never leave home :)
33% would rather give up their TV than their SP
32% of SP owners watch TV while using the SP
29% while they read magazines / newspapers
51% while listening to musicIAA Mobile Awareness session, 25th of April 2015

6. IAA Mobile Awareness session, 25th of April 2015
6.RO smartphone & data consumption insights
!

7. IAA Mobile Awareness session, 25th of April 2015
7.RO smartphone & data consumption insights
Source: Smartphone & tablet usage trends & insights, December 2014

8. IAA Mobile Awareness session, 25th of April 2015
8.RO smartphone & data consumption insights
The average Romanian with a data plan is doing in average aprox. 500 MB monthly on his data connection and about 9 GB on Wi-Fi.
The average Brit does almost double on data and a bit more on Wi-Fi.

9. IAA Mobile Awareness session, 25th of April 2015
9.RO smartphone & data consumption insights
Mobile Pageviews by Country, June 2014

10. 10.RO smartphone & data consumption insights
Social Media platforms market share
5.4 mobile Facebook users.
Facebook Oct ‘14
6%
76%
18%
OS split Windows Mobile
Android
iOS
IAA Mobile Awareness session, 25th of April 2015
Source: Media FactBook 2014

11. 11
The role of mobile in the digital strategy
IAA Mobile Awareness session, 25th of April 2015

12. 12
• Develop customer relationship by entertainment or utility
Deliver valuable & relevant engagement for mobile moments
• Drive sales & loyalty
Stimulate & reward customers
• Improve experience
Augment processes with mobile functionality for customers or employees
The role of mobile in the digital strategy
IAA Mobile Awareness session, 25th of April 2015

13. 13The role of mobile in the digital strategy
Business to Enterprise Business to Consumer
Increase worker productivity Increase Quality of Service
Increase revenue Improve customer satisfaction
Extend existing applications Deepen customer engagement and loyalty
Reduce fuel, gas or fleet maintenance cost Drive increased sales through pers. offers
Increase employee reponsiveness and decision
making
Increase competitive differentiation
Resolve internal IT issues Improve brand perception
Reduce expenses Understand customer behavior
Attract and retain talent Reduce cost of delivery
Improve work life balance Use new value-added services
Each value goal should have defined relevant performance indicators and measurements.
Eg. Workflow optimization -> reduce time of check-in -> Percentage of change in check-in time
Taken from “Mobile Strategy: How Your Company Can Win by Embracing Mobile Technologies” by Nicol Dirk

14. 14The role of mobile in the digital strategy
Industry Value of Mobile Solution Functional Element
Primary Mobile Functional
Pattern
Finance & Banking
Customers manage investment
portofolio and accounts in a mobile
context
A. Mobile payments
B. Mobile banking
1. Transactions and commerce
2. Information management
3. Marketing
Insurance
Customers and agents file claims and
document damages, drive claims
resolutions
A. Claims processing
B. Taking pictures of damage
C. Location of repair shops
Insurance document wallet
1. Workflow and operation
2. Transactions and commerce
3. Information management
Marketing
Retail
Inteligently target personalised and
location-sensitive marketing offers,
engage customers
A. Mobile wallet
B. Augmented reality
C. Smart mobile checkout
Mobile commerce
1. Transactions and Commerce
2. Information management
3. Marketing
Travel & Transportation
Provide customers with updated
information specific on their itineraries
and location and enable customer
self-service
A. Travel research
B. Reservations
C. Check-in
D. Loyalty point management
1. Workflow and operation
2. Transactions and commerce
3. Information management
4. Marketing
Healthcare
Provide patients with improved access
to care, safety and quality of care
while reducing costs and improving
efficiency
Use medical equipment tracking
A. Connected home health monitoring
B. Mobile enabled clinicians
C. Hospital productivity apps
1. Workflow and operation
2. Information management
Construction & Manufacturing
Equip employment to manage
complex projects and operations on-
site and streamline survey and work
order processes
A. Inspections
B. Contractor management
C. Inventory management
D. Logistics
1. Workflow and operation
2. Transactions and commerce
3. Information management
Taken from “Mobile Strategy: How Your Company Can Win by Embracing Mobile Technologies” by Nicol Dirk

15. 15
Mobile moments & the IDEA Process
Source: Google Insights article pic

16. 16
• A mobile moment is a point in time and space when someone pulls
out a mobile device to get what he or she wants immediately, in
context. - Forrester Research
When anxiety kicks-in, that may be a mobile moment.
e.g. What movies are running tonight in the cinema?
How much does that cost on Amazon?
Where is the nearest store of?
What are mobile moments?
IAA Mobile Awareness session, 25th of April 2015

17. 17
• “Life is lived in moments. And today, so many of these moments are
mobile – whether we’re enjoying a new playlist, sharing a vacation
photo with family, or checking in on what our friends are up to.
But there are other types of moments: the I-want-to-know, I-want-
to-go, I-want-to-do, and I-want-to-buy moments. When we act on a
specific intent and expect an immediate answer. They happen all
the time and all along the consumer decision journey. And these
moments are becoming the new battleground for brands – where
hearts, minds and dollars are won.” - Think with Google
Micro-moments according to Google
IAA Mobile Awareness session, 25th of April 2015

18. 18The IDEA process
Identify the mobile
moments & context
Assess audience Define
personnas
Who are we serving?
What devices do they use & how?
What is their motivation and goal?
Determine context
What is their situation and
location?
What is their emotional state or
attitude?
What are their preferences and
history?
Design the mobile
engagement
How can you engage your
customer?
What service will you provide?
What will it accomplish?
How will they find it?
Determine the value to you
Does it accomplish your goal?
Is it cost effective, does it drive
revenue?
Are you commited for the long run?
Calculate customer benefit
Does it improve a customer’s
experience?
Does it accomplish a customer goal in
seconds?
Is it convenient and enjoyable to use?
Engineer your platforms,
processes and people
Build platforms
What systems will the app use?
Are these systems ready to be
integrated with?
Align the organization
What new skills will you need?
Will your organization support the
engagement?
Do you have resources to support
this change?
Transform processes
What processes will the app
experience touch?
What changes will you have to
make?
Analyze results to
monitor performance
and optimize outcomes
Define the metrics you need
Business metrics
Engagement metrics
Technical metrics
Determine how will you get the
data
Who will collect the data?
Analysis tools & expertise
continous improvement
Based on “The Mobile Mind Shift by T. Schadler, J.Bernoff, J. Ask”

19. 19
• Use journey mapping from CEX to determine the behavior & needs of the future users
• 3 Questions:
• Where can you immediately solve a customer’s problem or need, or address his or her
emotional state?
(order pizza on the way home or the the office, find out which is the rental price in a real
estate context)
• Where can you eliminate friction or annoyance in the customer’s lives? Improve something
they’re alreading doing in another way?
(retail shop & go, waiting for a waiter in a restaurant)
• Can you deliver a new service and change your biz model?
(Uber/Star/Clever Taxi, Nest)
First let’s identify those moments
IAA Mobile Awareness session, 25th of April 2015

20. 20Mobile moments categories
Category Customer or employee motivations Mobile moments examples
Consumer Sales
Find a product, learn about it, check a price or
review, make a purchase
1. in-store comparison
2. off-line ad that requires mobile action
3. print ad, cost & features
Business Sales
Prepare for a meeting, deliver value during the
meeting, follow-up
1. monitor shelf and promotion placement
2. demo a new product functionality
3. Mobile CRM for service delivery or maintenance
Marketing Discover, explore, engage, act
1. second screen with TV content - coupons,
limited-time-offers
2. daily deals to registered users
Product or Service
Interact with a product to install, upgrade, control or
maintain
1. Nest sends an alert wherever the power goes out
2. sync with your Jawbone or Fitbit wristband in the
evening and check your stats

21. 21
• What is their situation and location?
Location data: where are they?
Movement data: How fast are they going?
Event data: how long until they change state (flight or car or train)
Account data: How close are they to their minimum balance
• What is their emotional state or attitude?
Emotions: in a hurry, agitated, anxious, frustrated or happy.
Attitude: what kind of person are they? Impatient? Relaxed?
• What are their preferences, profile and history?
Preferences: what do they declare they prefer?
Profile: What do you know about them?
History: What have they done in the past?
Identify the context for each moment

22. 22Mobile Engagement Types
Engagement Type When to use it Examples
Notification Use context to determine which notification to send
A. Account balance warnings
B. Hot deals based on location and profile
C. Flight or transportation updates
Respond to a request for info
Connect people seeking information with content or
resources
A. Locations/stores within proximity
Transact Use context to fulfill a transaction
A. Bill Pay apps
B. Mobile payment in-store
C. Restaurant booking
Collaborate or connect
In-app collaboration between to help people stay in
touch
A. Salesforce Chatter or Slack
B. Tinder and the likes
C. Customer service scenarios
Share an experience Ease access to social networks, capture content
A. Share content or recommendations for locations
and products
Capture or create content
Use the smartphone camera where photos are
appropiate or aid text entry
A. Tripadvisor / Yelp / Pub Finder to rate pubs and
share location recommandations
B. Log service problems and situations with photos
Entertain or educate Use downtime second or minutes
A. Zonga for mobility music
B. Relevant video news content
C. Coursera

23. IMAGE PLACEHOLDER
Taken from “The Mobile Mind Shift by T. Schadler, J.Bernoff, J. Ask”

24. IMAGE PLACEHOLDER
Taken from “The Mobile Mind Shift by T. Schadler, J.Bernoff, J. Ask”

25. 25The Hook model by Nir Eyal
IAA Mobile Awareness session, 25th of April 2015

26. IMAGE PLACEHOLDER IMAGE PLACEHOLDER IMAGE PLACEHOLDER
Taken from “The Mobile Mind Shift by T. Schadler, J.Bernoff, J. Ask”
IAA Mobile Awareness session, 25th of April 2015

27. IMAGE PLACEHOLDER IMAGE PLACEHOLDER IMAGE PLACEHOLDER
IAA Mobile Awareness session, 25th of April 2015
Taken from “The Mobile Mind Shift by T. Schadler, J.Bernoff, J. Ask”

28. 28
Technical bits you should know

29. 29App Store Sizes
Apple iOS Google Android Windows Phone
App Store Size
(2014 Oct)
1.2 million 1.3 million ??
Number of
actual terminals
6 terminals
(4s, 5c/5, 5S, 6,
6+)
18k terminals
according to
OpenSignal
24 types
according to
WikiPedia
App approval 2-3 weeks,
strict and rejective
2 hours,
reasonable with rare rejections
less than 1 hour
IAA Mobile Awareness session, 25th of April 2015

30. 30Mobile Web: Responsive vs. Adaptive vs. Hybrid
Source: dealer.comIAA Mobile Awareness session, 25th of April 2015

31. 31Consider different resolutions
Resolution Device Width Height Aspect
Ratio
CSS width CSS height pixel
ratio
phys
ppi
CSS ppi
1080*1920 Samsung Galaxy S5 1080 1920 1.777777778 360 640 3 441 288
480*800 Samsung Galaxy S3
mini
480 800 1.666666667 320 533 1.5 233 144
540*960 Sony Xperia P 540 960 1.777777778 360 640 1.5 275 144
640*1136 Apple iPhone 5 640 1136 1.775 320 568 2 326 192
640*960 Apple iPhone 4 640 960 1.5 320 480 2 326 192
720*1200 Samsung Galaxy
Nexus
720 1200 1.666666667 360 600 2 316 192
720*1280 HTC 8X 720 1280 1.777777778 320 480 3 341 288
750*1334 Apple iPhone 6 750 1334 1.778666667 375 667 2 326 192
800*1280 Samsung Galaxy Note 800 1280 1.6 400 640 2 285 192
IAA Mobile Awareness session, 25th of April 2015

32. 32Native vs. Hybrid vs. Web Comparison
Device Access Speed Dev Cost App Store
Approval
Process
Native Full Very Fast Expensive Available Mandatory
Hybrid Full Fast Reasonable Available Low Overhead
Web Limited Fast Reasonable Not Available None
Taken from “Mobile Strategy: How Your Company Can Win by Embracing Mobile Technologies” by Nicol Dirk
IAA Mobile Awareness session, 25th of April 2015

33. 33
• Is user experience and performance critical?
• Do you have a limited budget or schedule?
• Do you need access to the device capabilities?
• Do you plan to monetize your application?
• Is on-going management and support critical?
• Do you plan to support a wide variety of devices?
Key questions to ask
IAA Mobile Awareness session, 25th of April 2015

34. 34
• Camera
• Photo & Video
• Livestream
• Recognition (Facial, Object, Gesture)
• Content Activation (QR)
• Augmented Reality
• Microphone (Shazam, Customer Support, Whatsapp VOIP)
What can your smartphone do with an app?
• Accelerometer, Gyroscope, Compass
• Close-Range Transmission
• Bluetooth
• NFC
• Wireless-based identification
IAA Mobile Awareness session, 25th of April 2015

35. 35
• Location Services / Geofencing / iBeacons
• coupons in (Mobuy, Shopkicks, Groupon)
• identifying people or places to connect with (Tinder, Uber)
• using in-store proximity data for at the shelf promotions or for guiding the visitor through the location
• Mobile Payments & Loyalty:
• Non-present Card transactions (Mobile Wallet)
• NFC based payments (Android native, iPhone with a case)
• Smartphone scanning at Retail POS for accumulating points or redeeming benefits
• Augmented Reality
Some key concepts in Mobile App Development
IAA Mobile Awareness session, 25th of April 2015

36. Let me know on your feedback, don’t miss the comments box!
http://me.alexbadut.com
Q&A / Thank you!
IAA Mobile Awareness session, 25th of April 2015