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MOBILE STRATEGY 101
We are living in a Mobile world,
where our Phone is more important than
our Clothes, Wallet, and Bank Account
Why Mobile?
Source:
JAKPAT - Indonesia Mobile Habit Q1 2017
Deloitte Reports: http://www2.deloitte.com/content/dam/Deloitte/sg/Documents/financial-services/sea-fsi-digital-financial-services-in-Indonesia-noexp.pdf
Many Corporates losing their market share
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al Disruptors
k BlueBird Traveloka
$0
$200,000,000
$400,000,000
$600,000,000
$800,000,000
$1,000,000,000
$1,200,000,000
$1,400,000,000
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$1,800,000,000
$2,000,000,000
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Traditionalists & Digital Disruptors
Year Garuda Indonesia Go-Jek BlueBird Traveloka
Garuda
Traveloka
Bluebird
Flight (Airlines)
Garuda is a state-owned airlines from
Indonesia. Not only operating the flight,
today they also expanding to online flight
bookings but only for related flight.
Traveloka is a Flight booking Startup
from Indonesia (like KAYAK in the US).
They provide an easier way for User to
find a flight, by aggregating the data from
different airlines and provide easier
payment process.
VS
Transportation
VS
Gojek is a bike-hailing app, where User
can get a ride from nearby “Ojek”,
Indonesian Motorbike Taxi, and pay it
through the app.
Bluebird is the oldest Taxi company
from Indonesia. Not only providing Taxi
service, now they also trying to expand
their market to Online Transportation.
to Startups that put their focus on Mobile
That’s the reason why we’re going
to talk about Mobile
and it’s Strategy, from Technical and Product perspective
Ice·House
īs-hous
noun
ICE (Indonesia Center of Excellence) House is a global software
development company focused on delivering high quality Digital
Product by combining Customer-focused approach with Engineering
Excellence.
synonyms: agency, developer, Certified Google Developer
Scope
(Feature Complexity)
Time
(Man Days)
Budget
(Project Cost)
Quality
(Experience)
Momentum
(Time to Market)
Revenue
(Value Delivered)
Project Mindset Product Strategy
So, what we’re going to talk about?
Technology Technology
So let’s talk about Quality first…
Ice·House
īs-hous
noun
ICE (Indonesia Center of Excellence) House is a global software
development company focused on delivering high quality Digital
Product by combining Customer-focused approach with Engineering
Excellence.
synonyms: agency, developer, Certified Google Developer
•HTML inside App
•User Interface not smooth
•Lots of clicks
•Slow Response
•Confusing user feedback
Standard App
• Multi Language
• Direct Loading of user interface
• Smooth scrolling and selections
• Very few clicks for results
• Help overlays to guide users
• Solid feel
Quality App
Mobile Strategy 101
Source:
Georges Mao, Director Market Insights APAC, Google
Google for Mobile, March-31-2016
High Quality App =
36x more Revenue
4x
9x
2-2.9
Stars
3-3.9
Stars
4-5
Stars
1-1.9
Stars
* Revenue from app
Quality: why it’s important?
Quality: why it’s important?
FUNCTIONALITY
EXPERIENCE
CODE
We need to see Quality from broader picture and for every team member to have sense of ownership
Myth #1: Quality is only about QA
Make sure app doesn’t break
(Unit Test)
Deliver Quality Features
(Positive or Negative Test Cases)
Focused on Customer’s needs
(Design Sprint & UX Research)
High Quality Mobile Experience can only be delivered by
understanding the Customer
Solve problem through
Prototyping and Rapid
Development
Analyze Traffic
(Growths or Churns)
Product Release
& Go To Market Strategy
Deliver Values
Learn from
Feedbacks
Focused on Customer’s
Persona & Pain Points
Myth #2: Quality is Internal thing
Myth #3: We can only understand after Development
The Most Expensive
Investment on Product happened during Build (Development)
to Launch (Go To Market) stage and we do this only for testing
our assumptions and learn from the Users.
1
2
3
4
Build
Launch
Idea
Learn
Prototype
Feedback
Design Sprint
directly focus on getting feedback from Users through Prototyping,
thus minimising the cost from building wrong product
Design Sprint
• Define the Problem
• Identify the target Customers (Personas)
• Map the Customer Journey
• Create the Information Architecture
• Create Journey
• Prototype the Solution
• Test the Prototype to Persona
Day 1:
Understand
Day 2:
Diverge
Day 3:
Decide
Day 4:
Prototype
Day 5:
Test
What about Time to Market?
Ice·House
īs-hous
noun
ICE (Indonesia Center of Excellence) House is a global software
development company focused on delivering high quality Digital
Product by combining Customer-focused approach with Engineering
Excellence.
synonyms: agency, developer, Certified Google Developer
Common Problems: Gold Plating
I want to solve problem
on Transportation
Jet Propulsion
Parachute
Aerodynamic
Wings
Le Jetpack
You
The Founder
Aha! I want to build
a Jetpack
where can I
find them?
Le Jetpack
Milestone
Quality CheckHiring
the Experts
Build
the Product
why it takes
a long time?
do we really
need this?
Your Competitor
(that one with huge
funding)
Build
the Product
I just want
a Bike…
Customer
Gold Plated Product vs Time to Market
What you need is not a Jetpack,
but MVP…
Minimum Viable Product
Minimum Viable Product
is a Product with just enough features to gather
validated learning about the product and its
continuous development.
The main goals of MVP is to deliver core values
of your product as soon as possible to the
customer and test your business assumption
while keeping your development cost efficient
How MVP solve your problem?
Lean and Agile approach to minimize the risk of bad product
MVP Ver. 2 Ver. 3 Ver. 4
Ship Feedback
Feedback Feedback
Ship Ship
1. Bring cost efficiency for
development process
2. Test key business concepts early on;
prioritise and pivot when needed
3. Less time to go to market and
directly create relationship with the
customer
Product Maturity
UX Research
Design
Prototype
Feedback
Myth #1: MVP is about You
Founder BFounder A Founder C
Customer
MVP is about your Customer
X X X
Defining MVP through Design Sprint
Holistic approach when defining MVP
“Focusing on user personas early in the
design process helps us build software
that solves real user problems”
“It is also a good opportunity to practice
these human-centered design skills”
#Understand:
Define your personas
Source: https://developers.google.com/design-sprint/downloads/DesignSprint-NewFormFactors.pdf
+ =
#Diverge and #Decide
Ideate the solution & Prioritise
Ideas Backlog
Source: https://developers.google.com/design-sprint/downloads/DesignSprint-NewFormFactors.pdf
#Prototype and #Testing
Deliver High/Low Fidelity Prototype and Get User’s Feedback
Low Fidelity Prototype
High Fidelity Prototype
OR +
Real Users
(matched Persona)
+
Test Script
(measure Value)
The Result
What is MVP really stands for?
Quick Win
VALUE
DELIVERED
TECHNICAL
COMPLEXITIES
10
5
105
Vision
Scope CreepNice to Have
Promo
Notification
Credit Card
Payment
Advertising
Banner
Twitter
Login
Guest
Checkout
Bank
Transfer
Payment
COD
Payment
O2O
Delivery
Recommendation
Engine
Chat Bot
O2O &
Targeted
Promo
Checkout
Cart
Search and
Browse
Product
JANE
(The Customer)
Tech Team
This is your
MVP
In the end, let’s talk on the Technology
Ice·House
īs-hous
noun
ICE (Indonesia Center of Excellence) House is a global software
development company focused on delivering high quality Digital
Product by combining Customer-focused approach with Engineering
Excellence.
synonyms: agency, developer, Certified Google Developer
Common Problems #2: Native or Hybrid?
Javascript
Source CodeWeb Developer

(HTML, CSS, Javascript)
Create (code)
Implement Libraries
(e.g. Cordova)
Cordova
Build
Android
Hybrid app
iOS
Hybrid app
Native Engineer
e.g. Android (Java)
JAVA
Native
Source Code
Create (code)
Android
Native app
Build
Native Engineer
iOS (Swift)
SWIFT
Native
Source Code
iOS
Native app
NATIVE HYBRID
DEFINITION
NATIVE HYBRID
Less Runtime performance,
more Compile time
Light Runtime Performance
JAVA
Device
Native API
Device-related function
(e.g. Accelerometer)
Custom View and
Animations
JAVA
JAVA
Libraries
Plugins (API)
Device
Native API
Device-related function
(e.g. Accelerometer)
More Runtime Performance
View and Animation
Web View
(Cordova)
More Runtime performance,
less Compile time when treated right*
JS Bundle
(React Native)
JavaScriptCore
(Multi Thread)
Browser Engine
(Single Thread)
Source:
https://realm.io/news/orta-therox-try-swift-tokyo-building-your-own-tools/
https://www.toptal.com/mobile/comparing-react-native-to-cordova
Native or Hybrid: Architecture
PERFORMANCE
Native or Hybrid: Talent Pool
iOS Native
Talent Pool
Android Native
Talent Pool
Hybrid (Web)
Talent Pool
Source:
Stack Overflow Developer Survey 2017
https://stackoverflow.com/insights/survey/2017#most-popular-technologies
Most Popular Technology
as surveyed by Stack Overflow*
Hybrid has the biggest pool
of Talents, thus making it
easier to find a team and in
the end making it cheaper
(supply > demand)
Source:
Stack Overflow Developer Survey 2017
https://stackoverflow.com/insights/survey/2017#most-popular-technologies
US Salaries per Technology
as surveyed by Stack Overflow*
Native App Hybrid App
Pros
(Good Things about)
1. Light Weight: pure native code and manageable
dependencies
2. Full Native Control: full coverage for Native Device APIs
3. Best Case: Animation and UI Heavy features on Low End
devices
1. Easier to Maintain: bigger Talent Pool and Portability
2. Multiple Paradigm: for both Android & iOS
3. Best Case: data driven app that focus more on displaying
data
Cons
(Bad Things about)
1. Harder to Maintain: smaller Talent Pool, higher salary,
and doubled the team size
2. Single Paradigm: Silos per Platform (not Forkable)
1. More space needed for Libraries and Dependencies (e.g.
React Native add 593 dependencies)
2. Partial Control: depends on Library’s Native API support
Myth
(What we usually thought about)
“Native is Faster than Hybrid”
• For Compile Time, Hybrid wins since Javascript code is
not compiled
• For Run Time, Native wins but libraries like React Native
already support Multithreading through Apple & Android
JavaScriptCore
“Hybrid Development is Faster” or “I’ll never touch
Native Code anymore”
• Wait until you find major bugs from Libraries or
unsupported Device APIs
“Hybrid is Cheaper”
• Wait until you see how expensive it is to have bad
experience (e.g. poor performance or bug from library)
Team Composition
(Expected Team to implement the system)
+
Expert
Web Developer
Libraries
Support Team
Need dedicated team to
maintain Library
(e.g. React Native Release
is every 2 weeks)Expert
Android Dev
+
Expert
iOS Dev
Native or Hybrid: Summary
rangga@icehousecorp.com
In Summary
- On Quality:
• Never compromised Quality and Experience
• Experience/Quality is not only internal Thing (always validate your
assumption to customer’s feedback)
- On Time to Market:
• Start Lean (MVP), but always validate your MVP through
Prototyping (Design Sprint)
- On Technology:
• No silver bullet for all: Native vs Hybrid’s result will depends on
the Implementation itself
About Us
Ice House is a global mobile development firm
which applies breakthrough technology,
engineering excellence and customer insight to
design and build innovative user experiences.
Indonesia
USA
Amsterdam
Customers served 2013 - 2016 55
Average Lifespan 3.08 quarters
Customers with 4 or more quarters 30%
Customers with more than 1 project 40%
Longest Customer 4 years (so far)
Canada
RECRUITMENT
Ice House Vision
Software Industry
Talent Pool
Fresh Graduate &
Junior
Mid-Level
Senior
Leader
What we
typically
recruit
Our Vision
to grow the
talent pool
At Ice House, we believe that a good business
should be sustainable and give enough
contributions to its communities.
That’s why our main goal for recruitment is to
recruit and nurture Future Leaders & Experts
within the Industry and grow its Talent Pool,
instead of abusing it by focusing only to Talent
Acquisition (poaching).
Thank You
You can download the presentation
on Slideshare link below:
https://www.slideshare.net/secret/
rfR221zceM5flK
Have huge interest in Mobile?
Yes, we’re hiring…
https://www.icehousecorp.com/careers/

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Mobile Strategy 101

  • 2. We are living in a Mobile world, where our Phone is more important than our Clothes, Wallet, and Bank Account Why Mobile? Source: JAKPAT - Indonesia Mobile Habit Q1 2017 Deloitte Reports: http://www2.deloitte.com/content/dam/Deloitte/sg/Documents/financial-services/sea-fsi-digital-financial-services-in-Indonesia-noexp.pdf
  • 3. Many Corporates losing their market share 1972 1974 1976 1978 1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 2016 al Disruptors k BlueBird Traveloka $0 $200,000,000 $400,000,000 $600,000,000 $800,000,000 $1,000,000,000 $1,200,000,000 $1,400,000,000 $1,600,000,000 $1,800,000,000 $2,000,000,000 1928 1930 1932 1934 1936 1938 1940 1942 1944 1946 1948 1950 1952 1954 1956 1958 1960 1962 1964 1966 1968 1970 1972 1974 1976 1978 1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 2016 Traditionalists & Digital Disruptors Year Garuda Indonesia Go-Jek BlueBird Traveloka Garuda Traveloka Bluebird Flight (Airlines) Garuda is a state-owned airlines from Indonesia. Not only operating the flight, today they also expanding to online flight bookings but only for related flight. Traveloka is a Flight booking Startup from Indonesia (like KAYAK in the US). They provide an easier way for User to find a flight, by aggregating the data from different airlines and provide easier payment process. VS Transportation VS Gojek is a bike-hailing app, where User can get a ride from nearby “Ojek”, Indonesian Motorbike Taxi, and pay it through the app. Bluebird is the oldest Taxi company from Indonesia. Not only providing Taxi service, now they also trying to expand their market to Online Transportation. to Startups that put their focus on Mobile
  • 4. That’s the reason why we’re going to talk about Mobile and it’s Strategy, from Technical and Product perspective Ice·House īs-hous noun ICE (Indonesia Center of Excellence) House is a global software development company focused on delivering high quality Digital Product by combining Customer-focused approach with Engineering Excellence. synonyms: agency, developer, Certified Google Developer
  • 5. Scope (Feature Complexity) Time (Man Days) Budget (Project Cost) Quality (Experience) Momentum (Time to Market) Revenue (Value Delivered) Project Mindset Product Strategy So, what we’re going to talk about? Technology Technology
  • 6. So let’s talk about Quality first… Ice·House īs-hous noun ICE (Indonesia Center of Excellence) House is a global software development company focused on delivering high quality Digital Product by combining Customer-focused approach with Engineering Excellence. synonyms: agency, developer, Certified Google Developer
  • 7. •HTML inside App •User Interface not smooth •Lots of clicks •Slow Response •Confusing user feedback Standard App
  • 8. • Multi Language • Direct Loading of user interface • Smooth scrolling and selections • Very few clicks for results • Help overlays to guide users • Solid feel Quality App
  • 10. Source: Georges Mao, Director Market Insights APAC, Google Google for Mobile, March-31-2016 High Quality App = 36x more Revenue 4x 9x 2-2.9 Stars 3-3.9 Stars 4-5 Stars 1-1.9 Stars * Revenue from app Quality: why it’s important?
  • 11. Quality: why it’s important?
  • 12. FUNCTIONALITY EXPERIENCE CODE We need to see Quality from broader picture and for every team member to have sense of ownership Myth #1: Quality is only about QA Make sure app doesn’t break (Unit Test) Deliver Quality Features (Positive or Negative Test Cases) Focused on Customer’s needs (Design Sprint & UX Research)
  • 13. High Quality Mobile Experience can only be delivered by understanding the Customer Solve problem through Prototyping and Rapid Development Analyze Traffic (Growths or Churns) Product Release & Go To Market Strategy Deliver Values Learn from Feedbacks Focused on Customer’s Persona & Pain Points Myth #2: Quality is Internal thing
  • 14. Myth #3: We can only understand after Development The Most Expensive Investment on Product happened during Build (Development) to Launch (Go To Market) stage and we do this only for testing our assumptions and learn from the Users. 1 2 3 4 Build Launch Idea Learn Prototype Feedback Design Sprint directly focus on getting feedback from Users through Prototyping, thus minimising the cost from building wrong product
  • 15. Design Sprint • Define the Problem • Identify the target Customers (Personas) • Map the Customer Journey • Create the Information Architecture • Create Journey • Prototype the Solution • Test the Prototype to Persona Day 1: Understand Day 2: Diverge Day 3: Decide Day 4: Prototype Day 5: Test
  • 16. What about Time to Market? Ice·House īs-hous noun ICE (Indonesia Center of Excellence) House is a global software development company focused on delivering high quality Digital Product by combining Customer-focused approach with Engineering Excellence. synonyms: agency, developer, Certified Google Developer
  • 17. Common Problems: Gold Plating I want to solve problem on Transportation Jet Propulsion Parachute Aerodynamic Wings Le Jetpack You The Founder Aha! I want to build a Jetpack
  • 18. where can I find them? Le Jetpack Milestone Quality CheckHiring the Experts Build the Product why it takes a long time? do we really need this? Your Competitor (that one with huge funding) Build the Product I just want a Bike… Customer Gold Plated Product vs Time to Market
  • 19. What you need is not a Jetpack, but MVP… Minimum Viable Product
  • 20. Minimum Viable Product is a Product with just enough features to gather validated learning about the product and its continuous development. The main goals of MVP is to deliver core values of your product as soon as possible to the customer and test your business assumption while keeping your development cost efficient
  • 21. How MVP solve your problem? Lean and Agile approach to minimize the risk of bad product MVP Ver. 2 Ver. 3 Ver. 4 Ship Feedback Feedback Feedback Ship Ship 1. Bring cost efficiency for development process 2. Test key business concepts early on; prioritise and pivot when needed 3. Less time to go to market and directly create relationship with the customer Product Maturity UX Research Design Prototype Feedback
  • 22. Myth #1: MVP is about You Founder BFounder A Founder C Customer MVP is about your Customer X X X
  • 23. Defining MVP through Design Sprint Holistic approach when defining MVP
  • 24. “Focusing on user personas early in the design process helps us build software that solves real user problems” “It is also a good opportunity to practice these human-centered design skills” #Understand: Define your personas Source: https://developers.google.com/design-sprint/downloads/DesignSprint-NewFormFactors.pdf
  • 25. + = #Diverge and #Decide Ideate the solution & Prioritise Ideas Backlog Source: https://developers.google.com/design-sprint/downloads/DesignSprint-NewFormFactors.pdf
  • 26. #Prototype and #Testing Deliver High/Low Fidelity Prototype and Get User’s Feedback Low Fidelity Prototype High Fidelity Prototype OR + Real Users (matched Persona) + Test Script (measure Value)
  • 27. The Result What is MVP really stands for? Quick Win VALUE DELIVERED TECHNICAL COMPLEXITIES 10 5 105 Vision Scope CreepNice to Have Promo Notification Credit Card Payment Advertising Banner Twitter Login Guest Checkout Bank Transfer Payment COD Payment O2O Delivery Recommendation Engine Chat Bot O2O & Targeted Promo Checkout Cart Search and Browse Product JANE (The Customer) Tech Team This is your MVP
  • 28. In the end, let’s talk on the Technology Ice·House īs-hous noun ICE (Indonesia Center of Excellence) House is a global software development company focused on delivering high quality Digital Product by combining Customer-focused approach with Engineering Excellence. synonyms: agency, developer, Certified Google Developer
  • 29. Common Problems #2: Native or Hybrid? Javascript Source CodeWeb Developer
 (HTML, CSS, Javascript) Create (code) Implement Libraries (e.g. Cordova) Cordova Build Android Hybrid app iOS Hybrid app Native Engineer e.g. Android (Java) JAVA Native Source Code Create (code) Android Native app Build Native Engineer iOS (Swift) SWIFT Native Source Code iOS Native app NATIVE HYBRID DEFINITION
  • 30. NATIVE HYBRID Less Runtime performance, more Compile time Light Runtime Performance JAVA Device Native API Device-related function (e.g. Accelerometer) Custom View and Animations JAVA JAVA Libraries Plugins (API) Device Native API Device-related function (e.g. Accelerometer) More Runtime Performance View and Animation Web View (Cordova) More Runtime performance, less Compile time when treated right* JS Bundle (React Native) JavaScriptCore (Multi Thread) Browser Engine (Single Thread) Source: https://realm.io/news/orta-therox-try-swift-tokyo-building-your-own-tools/ https://www.toptal.com/mobile/comparing-react-native-to-cordova Native or Hybrid: Architecture PERFORMANCE
  • 31. Native or Hybrid: Talent Pool iOS Native Talent Pool Android Native Talent Pool Hybrid (Web) Talent Pool Source: Stack Overflow Developer Survey 2017 https://stackoverflow.com/insights/survey/2017#most-popular-technologies Most Popular Technology as surveyed by Stack Overflow*
  • 32. Hybrid has the biggest pool of Talents, thus making it easier to find a team and in the end making it cheaper (supply > demand) Source: Stack Overflow Developer Survey 2017 https://stackoverflow.com/insights/survey/2017#most-popular-technologies US Salaries per Technology as surveyed by Stack Overflow*
  • 33. Native App Hybrid App Pros (Good Things about) 1. Light Weight: pure native code and manageable dependencies 2. Full Native Control: full coverage for Native Device APIs 3. Best Case: Animation and UI Heavy features on Low End devices 1. Easier to Maintain: bigger Talent Pool and Portability 2. Multiple Paradigm: for both Android & iOS 3. Best Case: data driven app that focus more on displaying data Cons (Bad Things about) 1. Harder to Maintain: smaller Talent Pool, higher salary, and doubled the team size 2. Single Paradigm: Silos per Platform (not Forkable) 1. More space needed for Libraries and Dependencies (e.g. React Native add 593 dependencies) 2. Partial Control: depends on Library’s Native API support Myth (What we usually thought about) “Native is Faster than Hybrid” • For Compile Time, Hybrid wins since Javascript code is not compiled • For Run Time, Native wins but libraries like React Native already support Multithreading through Apple & Android JavaScriptCore “Hybrid Development is Faster” or “I’ll never touch Native Code anymore” • Wait until you find major bugs from Libraries or unsupported Device APIs “Hybrid is Cheaper” • Wait until you see how expensive it is to have bad experience (e.g. poor performance or bug from library) Team Composition (Expected Team to implement the system) + Expert Web Developer Libraries Support Team Need dedicated team to maintain Library (e.g. React Native Release is every 2 weeks)Expert Android Dev + Expert iOS Dev Native or Hybrid: Summary
  • 34. rangga@icehousecorp.com In Summary - On Quality: • Never compromised Quality and Experience • Experience/Quality is not only internal Thing (always validate your assumption to customer’s feedback) - On Time to Market: • Start Lean (MVP), but always validate your MVP through Prototyping (Design Sprint) - On Technology: • No silver bullet for all: Native vs Hybrid’s result will depends on the Implementation itself
  • 35. About Us Ice House is a global mobile development firm which applies breakthrough technology, engineering excellence and customer insight to design and build innovative user experiences. Indonesia USA Amsterdam Customers served 2013 - 2016 55 Average Lifespan 3.08 quarters Customers with 4 or more quarters 30% Customers with more than 1 project 40% Longest Customer 4 years (so far) Canada
  • 36. RECRUITMENT Ice House Vision Software Industry Talent Pool Fresh Graduate & Junior Mid-Level Senior Leader What we typically recruit Our Vision to grow the talent pool At Ice House, we believe that a good business should be sustainable and give enough contributions to its communities. That’s why our main goal for recruitment is to recruit and nurture Future Leaders & Experts within the Industry and grow its Talent Pool, instead of abusing it by focusing only to Talent Acquisition (poaching).
  • 37. Thank You You can download the presentation on Slideshare link below: https://www.slideshare.net/secret/ rfR221zceM5flK Have huge interest in Mobile? Yes, we’re hiring… https://www.icehousecorp.com/careers/