How to transform your web business to mobile business. A presentation by Sirish Kosaraju, Co-Founder & COO at RapidValue Solutions. This presentations address the following topics: 1. Why Mobile? 2. How is Mobile Different from Web? 3. Technology Considerations when moving to Mobile 4. Business Considerations when moving to Mobile 5. Summary

1. Transforming Web Business
To
Mobile Business

2. Agenda
1
Why Mobile?
2
How is Mobile Different from Web?
3
Technology Considerations when moving to Mobile
4
Business Considerations when moving to Mobile
5
Summary
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3. Why Mobile?
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4. Mobile is the best opportunity says Walmart. Over the past two years,
Walmart notices 1/3rd of Walmart.com traffic from mobile visitors.
The World’s Largest Retailer
Mobile continues to be a strength and source of growth, with mobile enabled
commerce volume jumping 75%. 20% of the company’s sales are via mobile,
as eBay added 3.2mn new mobile users across its entire suite of apps.
The World’s Online Marketplace
55% of visits to Zillow now come from a mobile device, and that soars to over
60% on weekends.
America’s most popular web portal for real estate and home related information
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5. What Industry Experts Say
•
64%
US smartphone penetration has reached
within 6
years since 2007 when Apple first launched its iPhone. Source:
Neilsen
•
World wide smartphone penetration to reach
from
•
33% in 2013. Source: eMarketer
Web traffic usage through mobile is
2013 from
•
50% by 2017
17.4% worldwide in
11.1% in 2012. Source: Mashable.com
Asia leads the planet with the most-mobile web users with
26.6% of web traffic coming from mobile devices.
Source: Mashable.com
•
Touch-screen devices (including iPad, iPhone and hybrids
such as Microsoft’s Surface Pro will account for
PCs shipped in 2016. Source: Canalys
59% of all
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6. What Industry Experts Say (contd.)
•
India’s total mobile subscriber base amount to ~900 million with mobile internet subscribers of143.2
million. Source: Techcircle.in
•
Mobile Internet accounts for
59.36% of the total Internet usage in India, as of Dec 2012.
Source: Medianama
•
India has 44 million smartphone subscribers as of Q4 2012.Smartphones account for only
the total subscribers. China has
4% of
24% penetration rate. Source: Medianama
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7. Most Preferred Activity on Smart Devices
Source: IDC and Facebook, Aug 2013
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8. Transforming Web Business to a Mobile First Strategy
Facebook had zero revenues from mobile and was identified as the biggest risk when it went
IPO. Facebook’s share was driven down by over 40% due to this preserved risk.
Facebook then implemented native mobile apps for Android and iOS. And focused on mobile first
strategy.
Results
•
Of the 699 million daily active users who logged onto the
site in June 2013, more than two-thirds did so from a
mobile device
•
Mobile revenues accounted for 41% of the company's
revenues in Q2 2013
•
Mobile users spend one in every five minutes online
using Facebook, web users spend one in every seven
minutes
Source: Mashable.com
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9. Case Study – Marissa Mayer believes in a Mobile First Approach
Yahoo has been a web portal leading since arrival of Internet. It has lost its competitive edge
in the past few years due to continued dependence on desktop Internet.
Marissa Mayer (CEO, Yahoo) has been focusing on new ways to
revamp Yahoo. As part of the transformation, she has incorporated
mobile strategy into her corporate plan.
Marissa re-launched mobile apps and acquired 16 startups which
were centered on mobile content, apps and services.
Given that iOS and Android are the most popular mobile devices,
Yahoo has built mobile solution for both these device platforms for
across categories – Yahoo Mail, Yahoo Weather, Yahoo Search,
Yahoo Messenger etc.
Results
Including mobile into their corporate strategy has shown good
growth for Yahoo past two quarters and expected to increase
further.
• Monthly active users are up 20% to 800 million
• Mobile users rose to 390 million in Q3 2013, up 15% from 340
million in Q2 2013
Source: TechCrunch
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10. Few Thoughts
•
Incorporate Mobile First Strategy into your roadmap
•
Today, the question should be how to implement, and not should we go mobile?
•
For your mobile strategy to be successful, you need to adopt the 360-degree approach and
include mobile in every aspect of your business
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11. Mobile is just the beginning...
Transformation is happening across the Ecosystem
Watch the Video
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12. How to Transform from Web to Mobile?
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13. How is Mobile Different from Web
Screen Size
Personalized
User information
Different
Operating Systems
Device Capabilities –
camera, video,
Maps etc.
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24/7 access to
mobile vs. few hours
to laptop/desktop
Location Based
Varying device
capabilities across
user base
Multiple technology
options providing
different experiences
(Native, Hybrid,
Mobile Web)
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14. Organization Should Consider Both Business & Technology Perspectives
Technical Considerations
•
•
•
•
•
•
•
Service Oriented Approach
User Experience
Technology Options
Organization Structure
Monetization on mobile
Multi-Screen Audiences
Development Approach
o
o
•
•
Business Considerations
Test Driven
Continuous Integration
Testing Setup
Continuous Improvement
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15. Trulia – A Case Study
Monetization
Team
• Built from the start – along with
apps, launched an ad system
• Show context sensitive
information with zero clicks and
ensure user gets to the call to
action with little browsing
• Centralized Team for UI / UX
across all apps
• Mobile Engineering Team
organised by technology
competency – iOS, Android,
mobile web site etc
• Determine the metrics
• Responsive approach by front
end Trulia.com website
App Philosophy
• Develop apps on multiple platforms – OS, iPad, Android, Android
Tablets, Kindle Fire, Windows 8 Tablets, Mobile Web
• Specific purpose apps on specific platforms like Renters, Real
Estate Agents, Mortgage Shoppers. Provide essential functionality
for fast and efficient mobile experience
• Like Foursquare, agents can check in to specific properties using
agent app and distinguish themselves from other agents
Source: Forbes
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16. Technology Perspective
Service Oriented Architecture
•
•
•
API, API, API - APIs for everything
Move from building features to building APIs for each of those
You are not building for one surface but multiple surfaces which you may have not seen yet
Technology Options – Native vs Mobile Web ; Mobile Web vs Responsive Web
•
•
•
Should you choose Native or Web or Cross Platform
•
More often than not its not either or but its both platforms co-existing together
Understand the tradeoffs
Make a decision along with Business teams like Sales & Marketing – its not just a technology
decision
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17. Technology Perspective
User Experience Approach
•
•
•
•
•
•
Centralized UI / UX team
User experience has to be spot on mobile as opposed to desktop
Follow standards for each platform
Less space – so create more personalized experiences
Ask Less – Learn more with every interaction
Use deep analytics to present the data
New Features not available in the Web
•
Mobile is not just an extension – it provides additional capabilities
like location, camera etc.
•
Create features on mobility that may not be available or even
possible on the web
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“The Zillow Real Estate App
integrates
a new photo-driven
shopping experience optimized
for the smaller screen, allowing
users to slide
through thumbnail-sized
photos of the search results
without leaving the map.
Other features include –
listings, add to favorites,
push notifications,
share via social media etc.”
– Zillow
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18. Technology Perspective
Development Approach - Test Driven Development
•
Allows developers to define test cases for the module planned to
code
•
Unit Testing performed continuously through automation of testcases
•
Newer code checked-in will capture automatic bugs with the failure
of test-cases
Development Approach - Continuous Integration
•
Daily integrated builds created and sent as
notifications to the whole team (Dev, QA)
•
Builds integrated to TestFlight, the app can be
downloaded by all stakeholders for testing and observing the
progress of development
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19. Technology Perspective
Testing Approach
•
•
Test Driven Development Approach
Automated Testing
o
o
•
•
Leverage platform sdks/third party library to automate unit test cases with code
coverage of 60%
Automate Integration Test cases using tools like Experitest etc.
Establish a Device Lab – procure the most commonly used devices
Manual Testing
o
•
Execute manual unit test cases to capture the UI issues
Test for Non-functional scenarios like Load Test, Performance Test, Stress Test
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20. Technology Perspective - Continuous Improvement
Continuous Improvement Process
• Use Analytics for feature prioritization and testing
• Active review management
• Continuous improvement with feature releases
3
Product
Management
Requirements
1
User
Feedback
Release 1
– Deploy
Improve Build Cycle
2
Usage Analytics
(Google/Flurry/
Omniture)
Release 1.1 Build & Test
Iterate &
Build
Improve
Release 1.1 – Deploy
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21. Teams required within the Technical Organization
Technical teams required to transform from Web to Mobile
•
Product Management / Business Analysts
•
Large Tech team for handling servers and APIs
•
Small team for handling different UIs for desktop,
tablet, mobile web and native app
•
Centralized UX/ UI team
•
Independent Testing team & Device Lab
•
Analytics team
•
Performance management team
•
On-going support and maintenance team
Right Team with Relevant
Experience
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22. Teams required within the Organization
Organization Structure
There are two options 1) Centralized Solution and 2) Decentralized Solution. Both are driven
by one single mobile leader.
Mobile Leader
(Cross-functional Team Head)
Single Centralized
Mobile Team
•
Start with a
Decentralized
Mobile Team
•
Separate mobile
centralized group
initially
•
teams for each
business unit with
One team leader to
growth in traffic
manage all units
•
One group leader to
Right
handle each business Team
with Relevant
Experience
unit
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23. Monetization on Mobile
Worldwide mobile advertising revenue to reach $11.4 billion in 2013.
Revenue from global mobile advertising to grow 400 % between 2011 and 2016 - Gartner
•
Serve more ads without losing User Attention. (Facebook
is done this successfully and grew its revenues on mobile
to 41% from almost zero within 6 quarters).
1. In-stream ads and branded posts
2. Contextual advertisement
3. Hyper-local mobile ad targeting
4. Real-Time Bidding exchange for high value
mobile user targets
• Mobile Video Ads – Pre-roll, Mid-roll and Post roll. Pre-roll is
the most popular in video ads with 10-15 secs clips.
• Interstitials – Full or half page ads appears between content
pages. Best format, since it utilizes the complete screen
size.
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24. Addressing Multi-screen Viewing Audience
“90% of consumers move between devices to complete a task. And 40% of smartphone users watch
TV while browsing from their smartphones” – Google
• Marketers are displaying TV ads to get
consumers browse their site instantly
• More marketers now are focusing first on
mobile for integrated campaigns
• Companies are running brand
campaigns across devices to reach
larger audience
• Advertisers are focused on performancebased campaigns
Source: Part of infographics by Uberflip
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25. If you are not on Mobile, then you are not Reaching the Consumer
Watch the Video
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26. Business Perspective
Measurement
•
•
•
•
•
Capabilities
Identify the KPIs
Find out the budgets
Determine the metrics
Figure out the Sales Value
Know your target audience
• Identify mobile expertise team
• Figure out expertise in IT team
• Plan for a marketing agency with
mobile experience
Analytics
• Know your competition
• Understand market insights
• Find out the devices used
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27. Window Shopping Redefined by Adidas Neo
Watch the Video
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28. Summary – Factors to Consider when Transforming from Web to Mobile
Mobile strategy impacts all areas of business. Analyze the backend system integration,
Mobile First Strategy
corporate ecosystem, corporate expansion plans to provide seamless experience across
channels and devices. Build a Mobile Champion or Leader in the firm
Right Team with
Mobile Champion
Get the Right Team with skills across platforms – iOS, Android, HTML5, Responsive Web,
UI/ UX Design, Analytics, Testing. Have a clear Mobile Leader / Champion in the firm
Start with basic features on one device platform. Measure the impact and then expand to
Measure & Iterate
include new features in iterations across more devices. Get feedback from your users to
correct the mistakes in app in the next releases.
Invest in Analytics &
User Experience
Take Full Advantage
of Mobile Technology
Integrate with strong analytics tool to understand the user behavior, personalize content,
push promotional messages & mobile ads based on user preference, demographic, and
geography
Make complete use of mobile technologies supported by devices. Specially, include
features related to GPS functionality, barcode scanning and camera capabilities
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29. References
1. http://digiday.com/brands/what-walmart-likes-in-mobile/
2. http://www.mobilecommercedaily.com/walmart-exec-the-biggest-asset-in-mobile-is-bricks-and-mortar-stores
3. http://www.warc.com/Content/News/Smartphone_penetration_at_50_by_2017_.content?ID=6570b974-d577-45d1-aa098ca1be4947a0
4. http://www.idownloadblog.com/2013/01/12/pc-marketshare-drops-to-65/
5. http://mashable.com/2013/08/20/mobile-web-traffic/
6. http://www.bgr.in/news/india-to-register-72-mobile-penetration-by-2016-gartner/
7. http://ibnlive.in.com/news/india-has-5548-crore-mobile-owners-1432-crore-internet-users/420444-11.html
8. http://www.medianama.com/2012/12/223-india-has-137-million-internet-users-44-million-smartphone-subscribers-report/
9. http://www.webpronews.com/u-s-smartphone-penetration-hits-64-young-people-lead-the-way-2013-09
10. http://www.medianama.com/2012/12/223-india-has-137-million-internet-users-44-million-smartphone-subscribers-report/
11. http://techcircle.vccircle.com/2013/08/06/india-has-143-2m-mobile-internet-users-total-net-connections-stand-at-164-81m/
12. http://articles.economictimes.indiatimes.com/2013-07-30/news/40895200_1_facebook-co-founder-ceo-mark-zuckerberg-menlopark
13. http://techcrunch.com/2013/10/13/facebook-buys-mobile-analytics-company-onavo-and-finally-gets-its-office-in-israel/
14. http://money.cnn.com/2013/07/15/technology/innovation/yahoo-marissa-mayer-strategy/
15. http://247wallst.com/technology-3/2013/10/16/yahoo-and-marissa-mayer-doubters-simply-cannot-do-math-nor-know-history/
16. http://money.cnn.com/interactive/technology/yahoo-marissa-mayer-acquisitions/?iid=EL
17. http://news.cnet.com/8301-1023_3-57565857-93/yahoo-ceo-marissa-mayer-talks-mobile-strategy-and-more
18. http://www.huffingtonpost.com/andy-plesser/yahoo-video-chief-erin-mc_b_4032990.html
19. http://techcrunch.com/2013/09/11/marissa-mayer-yahoo-monthly-active-users-are-up-20-to-800m-including-350m-on-mobile/
20. http://www.usatoday.com/story/tech/columnist/shinal/2013/10/16/yahoo-results-suggest-lagging-mobile-ad-market-share/2995409/
21. http://www.forbes.com/sites/tomtaulli/2012/11/19/trulia-heres-how-to-monetize-mobile/
22. http://www.themobileplaybook.com/en-us/
23. http://venturebeat.com/2013/08/09/interstitial-mobile-ads-are-killing-it-25x-video-views-7x-conversions-9x-revenue/
24. http://www.afaqs.com/news/story/37785_Indian-ad-market-to-grow-by-7.8-per-cent-in-2013:-Magna-Global
25. http://www.medianama.com/2013/03/223-buzzcity-india-lai-kok-fung/
26. http://www.gartner.com/newsroom/id/2306215
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30. THANK YOU
Presented by:
Sirish Kosaraju
Co-Founder & COO, RapidValue Solutions
Email - sirishk@rapidvaluesolutions.com
Phone - +91 99454 81164
www.linkedin.com/in/sirishkosaraju

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Awarded TOP 15 Emerging
Companies in the Field of
Innovation. Won the
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emerge 50 award in 2011
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