The document provides an overview of Barb Cagley's background in graphic design and web/mobile app development. It then shares statistics on smartphone usage and penetration rates. Next, it discusses the differences between web apps, native apps, and social apps. The rest of the document offers guidance on determining your target audience, where they are located, types of apps to consider, examples, and factors for the mobile app decision process.

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2. Barb Cagley
Graphic Design Degree
1987 | Worked for CompuServe
1996 | Started a Web Design Firm
2010 | Launched First Mobile App
2011 | New Mobile Firm | EXP |experienceapp.com
Launched 8 Apps |iOS| Android | Blackberry
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3. Facts and Figures
By 2015, 81% of U.S. cell users will have smartphones (Source: Goldman Sachs, 2011)
Mobile is predicted to be bigger than internet in 5 years (Source: Morgan Stanley, 2010)
50.4% of US cellphones are smartphones(Source: Nielsen, 2012)
Nearly 116 million Americans will use a smartphone at least monthly by
the end of this year, up from 93.1 million in 2011. By 2013, they will
represent over half of all mobile phone users, and by 2016, nearly three in
five consumers will have a smartphone (Source: eMarketer, 2012)
55% of consumers express an interest in mobile coupons but only 10%
have actually received one from a merchant (Source: Mercator Advisory Group, 2012
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4. Facts and Figures
65% of mobile users use their device to find a business to make an
in-store purchase (Source: Google, 2011)
82% consumers see themselves making a mobile payment within 2012
(Source: Mobio Identity Systems Inc. Report, 2011)
73% of companies are planning an investment in mobile in 2011, half
planning to move into mobile commerce (Source: Econsultancy’s Customer Engagement Report)
Approximately a third of consumers prefer an app to the mobile browser
for their mobile retail experience. (Adobe Systems Survey conducted by Keynote Systems, 2010)
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5. Smartphone Penetration
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6. What are Mobile Options
Web App vs Native Apps vs Social Apps
Web App or Mobile Website
• Built specifically to work and read easily on a smartphone
• It is viewed using a browser and needs internet to view
• Can be a segment of the full version of your website and auto
displays when detecting a mobile device
• Displays on all devices
• Easy updates, less costly, cannot use all the devices functions
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7. Web Apps
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8. Web Apps
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9. Web Apps
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10. Web Apps
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11. What are Mobile Options
Web App vs Native Apps vs Social Apps
Native App or Smartphone Apps
• Built specifically for device type; iPhone, Droid, Blackberry…
• Richer experience using the device functions
• May work without internet connection
• Ubiquitous, direct connection to customer
• Can be expensive
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12. Native Apps
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13. Native Apps
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14. Native Apps
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15. What are Mobile Options
Web App vs Native Apps vs Social Apps
Social Apps
• Third party app or advertising
• Lack or limited control
• Social advantage
• Examples: Yelp - location and review directory
FourSquare - location based geo game
Industry specific apps such as OpenTable
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16. Who is Your Audience
Who is the Target Audience?
•Determine what devices are popular
• What information is desired on-the-go
• Where information will be accessed
What is Your Goal?
• Improve customer service
• Productivity improvement
• Sales support
• Marketing platform expansion
Source: The Pew Research
Center’s Internet & American
Life Project, April 26, - May 22,
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17. Where is Your Audience
Be Aware of How and Where
Smartphones are Used
• Online research
• Service
• Socializing
• Commerce
• Photos
• Mapping
• Calling
• Notifications
• Scheduling Source: “Mobile Apps Put the Web in Their Rear-
View Mirror,” Flurry, June 20, 20
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18. Shopping Activities
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19. Types of Apps
ADDED VALUE
Auto Insurance – Smartphone Accident Report App
• Geo locator to map location
• Photo to record incident
• Phone directory to call police
• Form to enter information about the other vehicle
• A record of the insurance agent’s name, phone, policy number…
PRODUCTIVITY
Home Inspector – Smartphone Inspection Reports App
• Phone to record with text descriptions, pull down selection for
rankings…
• Connect to database to upload and manage billing and business side
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20. Examples
TOOL
Consultant – Smartphone Tracking App
• Reminder for assigned tasks with push notification
• Contact information
• Custom tools based on the industry
PRODUCT
Security Company – Smartphone Password Recorder App
• Login for security
• Ability to search for keywords
• Enter new passwords
• Link to appropriate websites
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21. Making the Mobile App Decision
Consumers Demand Added Value or Fix a Problem
1. Determine what your customer wants – they are in control
2. What location will the customer will be interacting
3. What is the best format Web or Native app
1. Budget
2. Functions
3. Revenue generating
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22. Making the Mobile Campaign Decision
Engage Proactively with Customers Through Mobile
1. Offer value (coupon) to build a relevant SMS contact list
2. Participate with existing industry or social apps
3. Combine on-line and off-line marketing activities
1. QR Codes
2. Email Campaigns
3. Landing Pages
4. Print Ads
5. Cable Television advertising
6. Facebook Advertising
7. Google Adwords
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23. Barb Cagley
EXP
bcagley@experienceapp.com
www.experienceapp.com
facebook.com/experienceapp
@barbcagley
Linkedin.com/barbcagley
Mobile App Roadmap Report
www.mobileapproadmap.com
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