66% of Americans between the ages of 24-35 own a smartphone 81% of Americans will own smartphones by 2015 By 2013 mobile phones are expected to be used for web access tools more than PC’s. By 2015, 80% (estimated) of handsets will be smart phones, according to Forbes and Gartner.
$12 Billion revenue in mobile apps & advertising Apple paid out $2 Billion in-app purchases & paid app in 2011 Google has higher mobile display ad revenue than Apple Pandora gains $3.87 per user. Monthly subscription $3.99 via app on iOS Google cost per click is down b/c mobile ads generate lower revenue than desktop search ads FB increasing mobile usage drag down its revenue per user
The patent, which Apple filed with the U.S. Patent and Trademark Office in August 2011, is for a "Bi-stable spring with flexible display" that conforms to your wrist or other parts of the body. The device, according to the patent, would have a continuous display and be able to connect with other portable devices, like the iPhone and even more basic handsets, via Bluetooth or Wi-Fi. With the device, users would be able to do things like adjust the order of a playlist, see recent phone calls, and respond to text messages, according to the patent. Speculation regarding the iWatch has heated up recently, and Apple reportedly has 100 people working on a smartwatch .
http://www.youtube.com/watch?v=GRiwUCXPo8U&feature=share&list=UULC9cX5GntaQmTSF6hTqrzA Intro workshop, show video, intro Bess.
Ask who in audience is responsible for the mobile strategy at their company? Who is thinking of starting a mobile based company and / developing an app?
Does everyone know what responsive is?
The debate is not mobile app vs. responsive, its m. vs responsive.
We focused primarily on desktop 1068, tablet profile and smartphone, but one built we need to add refinements for kindle, galaxy notes and smartphone landscape...we also plan on adding a super widescreen for HD TVs and widescreen monitors in the future if our traffic contains to grow on that breakpoint
Jelly bean (7/2012) - 26.1% Ice Cream Sandwich (12/2011) - 27.5% Gingerbread (2/2011) - 38% Conversely, iOS 6.x has almost 90% market share. "This is something we think about a lot ," Dave Burke, Google's Android engineering director, said of fragmentation. Part of the problem, Burke said, lies in the fact that Android device vendors are able to take the open source code and create their own Board Support Packages — specific implementations of an operating system — to ensure compatibility between their devices and a certain build of Android. http://appleinsider.com/articles/13/05/18/google-engineers-talk-fragmentation-how-to-make-android-work-for-emerging-markets
Main purpose of a site for mobile based companies is discoverability outside of App Store & google play. That's why you'll see twitter feeds and / reviews pulled into their sites, so that they have that unique, dynamic content to increase their SEO rank.
In her latest state of the internet Mary Meeker says entrepreneurs are more enabled than ever to turn their passion into successful businesses... Technology is accessible and available, the market is wide open for people with vision... Except the landscape should look more like this....
WITI Summit 2013 Mobile Technology Trends & Strategy
Women Powering Technology SummitWorkshop: MobileWorkshop: MobileJun 2, 2013Santa Clara CABess Ho @bessBess Ho @bessArchimedes LabsArchimedes LabsMobile TrendsMobile Trends
mVideo52% of mobile traffic is VideoMobile video is Top activities for mobile usersBy 2016 70+% mobile traffic will be VideoCisco’s Visual Networking Index (VNI) Mobile Report 2012
Audio Video StreamingYouTube is the largest source of mobile webtraffic 12-25%Netflix 2%Pandora 6%Sandvine 2012 Report
Mobile MonetizationWeb Mobile“Biggest Mistake”=
2013 Mobile Trends78% of retailers will invest into mobile commerce.In 2012 over 41% of smart phone users havealready made purchases using mobile. It isestimated it will almost double in 2013.62% of shoppers search for deals digitally for halfof their shopping trips52% of adults use their mobile while shopping foradvice before making a purchases
Shopping ProcessConsumers are increasingly beginning theresearch and shopping process onsmartphones and tablets and thenmigrating the buying to the device itself orinfluencing the purchasing decisions in-storeResearch Shopping Buying on DevicePurchase In-Store11 22 33
Mobile MonetizationiPad iPhone“Bigger Mistake”=
With one out of two phones are web- andapplication-enabled, mobile payments arepredicted to reach up to $214 billion by2015.Users are no longer buying only phone-related stuff using device. It shiftedtowards in-store-like purchases: books,apparel, jewlery, etc. This hints at 2013being a critical year for mobile’s influenceon other retail channels.2013 Mobile Trends
2013 Mobile TrendsGamification driven marketing campaignsMobile Camera is an effective way to interactwith customers or to gather information 1)take a photo of receipt instead of mailing it 2)take a photo of credit card instead of filling theform fields 3) take a photo of hotel room insteadof writing a review
Mobile MonetizationFREE APP PAID APP44%56%Freemium Business ModelApp SalesAvg $3.77Avg IAP$14
In-App Purchase30% of iOS revenue comes from in-apppurchases in 201034 of Top 100 Grossing apps are freemonetized by in-app purchasesEpic Games made $10 Million in 2011 fromInfinity Blade 40+% from in-app purchasesGamesbrief.com 2011
In-App Purchase (IAP)Average transaction in-app purchase $14(iOS or Android)14x revenue than Freemium51% Revenue from in-app purchasescomes from transactions of over $20Of that 51%, 30% comes from $50+transactionsGamesbrief.com 2011
IAP is Addictive56% of game player that spend a dollarcome back to spend a 2nd time25% spend 3 or more timesGamesbrief.com 2011Spending is a habit
Dogs vs CatsGamesbrief.com 2011Loyalty is GOLDLoyal Purchaser = 20 x One-time Purchaser20 : 1Top Purchaser = 100 x Loyal Purchaser
ProfitGamesbrief.com 2011Courting Rule80-90% of Profitcomes from 0.5%of User
Mobile MonetizationIAP vs FreemiumIAP > Advertised Free AppIAP > Pay-to-play (Paid App)
Mobile StrategyEarly DaysEarly DaysNativeNativeAppAppMobileMobileWeb AppWeb AppNativeNativeAppAppWebWebAppAppFred WilsonFred WilsonVC, Union Square VenturesVC, Union Square Ventures““Mobile First Web Second”Mobile First Web Second”
Mobile StrategyNativeNativeAppAppWebWebAppAppFred WilsonFred WilsonVC, Union Square VenturesVC, Union Square Ventures““App Design Should beApp Design Should beMobile First, Web Second”Mobile First, Web Second”
iOS SDKiOS SDKUIWebViewUIWebViewCloudCloudHTTPHTTPGET / POSTGET / POSTREST APIREST APIXML / JSONXML / JSONStrategy IStrategy INative AppNative AppusingusingObjective-CObjective-C• UIWebView is a lite versionUIWebView is a lite versionof Safari browserof Safari browser• Update without approvalUpdate without approvalprocessprocess• Content is layout in HTML5Content is layout in HTML5• Share same contentShare same content• Update using CSS templateUpdate using CSS template
Google GlassPrototype developed by Google [x]Google’s most secretive lab where Driveless Caris inventedGlass Explorer Edition costs $1,500Rumor from Google Engineers say it costs $300It won’t accept as consumer product unless itdrops below $200
QuickTime™ and aH.264 decompressorare needed to see this picture.Google Glass
QuickTime™ and aH.264 decompressorare needed to see this picture.How to use Google Glass
Mobile FirstArchimedes LabsSocial | Consumer | Mobile@Bessbess@archimedeslabs.comhttp://www.slideshare.net/bess.hohttp://www.slideshare.net/bess.ho
What’sYourMobile Strategy?Mobile Strategy?WITI Summit June 2, 2013
Who am I?• Amanda McConnell• Head of Product, Rent.com• Previously Sr Director of User Experience at ReachLocal, Inc.• Developed comprehensive mobile strategies for both.• Built Responsive and m. sites and mobile apps.• 13 years in Internet, 7+ years with social and mobile technologies.
When to go Responsive• Majority of traffic comes from search (SEO / SEM)• Primary work flow is based on a visit from search• Templated site (articles, events, products)• Content intensive• Your m. site is not cutting it
Pros & ConsGood• Single code base• Change once, apply everywhere• No download required, less breakage• SEO benefitChallenging• Design intensive• QA intensive• Requires optimization• Early stage (ads are not responsive yet; html 5 wrapped nativeapps are awkward)
Designing for ResponsiveFrom Patty Toland’s 2012 WITI mobile workshop presentation on Responsive Design.
Activity1) Groups of 3 - 42) Write down one thing your phone has replaced for eachletter of the alphabet.* Thank you to Crystal Washington for this activity
Which device?• Sensor driven (Fitness, health)• Voice based• Alerts• Augmented RealityWearablePhone• Location Based• Social• High Engagement• InstantaneousTablet• Media Rich• Shopping• Browse-able content
Ready to buildIn House• Mobile centric business model• Design Centric / Highly Interactive• Rapid Iterations• Expensive (Mobile developersstart at $100K)• Learning curveOutsource• Extension to core business• Experience & Expertise• Can be cost effective• If offshore, have an onshore ProductManager and / or UX DesignerTo start you will needRobust APIScalable BackendVS.