WITI Summit 2013 Mobile Technology Trends & Strategy


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The complete presentation from the Mobile Technology & Strategy Workshop at the 2013 Women in Technology Summit. Includes slides from Bess Ho and Amanda McConnell.

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  • 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

    1. 1. Women Powering Technology SummitWorkshop: MobileWorkshop: MobileJun 2, 2013Santa Clara CABess Ho @bessBess Ho @bessArchimedes LabsArchimedes LabsMobile TrendsMobile Trends
    2. 2. @bess@bessAbout MeStartup AdviserArchimedes Lab
    3. 3. Mobile Trend
    4. 4. SmartPhoneWearable Sensor+SmartPhoneConnectedDevice-SmartPhoneMobile Trend
    5. 5. Mobile FirstWeb SecondFred Wilson2010
    6. 6. “Mobile Firstfollow fredwilson to 40404”Your SMS Message:In 2010 46% Twitter active users usemobile regularly
    7. 7. Mobile FirstFoursquare has little value on its web appFoursquare delivers key values on mobile
    8. 8. Desktop vs MobileKleiner Partner Mary Meeker’s 2013 May Report
    9. 9. eCommerce vs mCommerceKleiner Partner Mary Meeker’s 2012 May Report
    10. 10. iPhone vs TabletKleiner Partner Mary Meeker’s 2012 May Report
    11. 11. Desktop Laptop vs TabletKleiner Partner Mary Meeker’s 2012 May Report
    12. 12. Big DataIn 2011 Mobile data was 8x the size of webdata in 2000No. of mobile devices exceeds no. ofworldwide population by 2013Cisco’s Visual Networking Index (VNI) Mobile Report 2012
    13. 13. Big DataMoreCisco’s Visual Networking Index (VNI) Mobile Report 2012
    14. 14. Big DataMore DataMore ConnectivityMore BandwidthCisco’s Visual Networking Index (VNI) Mobile Report 2012
    15. 15. Mobile UsageSandvine 2012 Report
    16. 16. 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
    17. 17. Audio Video StreamingYouTube is the largest source of mobile webtraffic 12-25%Netflix 2%Pandora 6%Sandvine 2012 Report
    18. 18. Mobile MonetizationWeb Mobile“Biggest Mistake”=
    19. 19. 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
    20. 20. 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
    21. 21. Mobile MonetizationiPad iPhone“Bigger Mistake”=
    22. 22. 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
    23. 23. 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
    24. 24. Mobile MonetizationFREE APP PAID APP44%56%Freemium Business ModelApp SalesAvg $3.77Avg IAP$14
    25. 25. 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
    26. 26. 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
    27. 27. 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
    28. 28. Dogs vs CatsGamesbrief.com 2011Loyalty is GOLDLoyal Purchaser = 20 x One-time Purchaser20 : 1Top Purchaser = 100 x Loyal Purchaser
    29. 29. ProfitGamesbrief.com 2011Courting Rule80-90% of Profitcomes from 0.5%of User
    30. 30. Mobile MonetizationGamesbrief.com 2011
    31. 31. Life Before & AfterGamesbrief.com 2011
    32. 32. Mobile MonetizationIAP vs FreemiumIAP > Advertised Free AppIAP > Pay-to-play (Paid App)
    33. 33. Mobile StrategyEarly DaysEarly DaysNativeNativeAppAppMobileMobileWeb AppWeb AppNativeNativeAppAppWebWebAppAppFred WilsonFred WilsonVC, Union Square VenturesVC, Union Square Ventures““Mobile First Web Second”Mobile First Web Second”
    34. 34. Mobile StrategyNativeNativeAppAppWebWebAppAppFred WilsonFred WilsonVC, Union Square VenturesVC, Union Square Ventures““App Design Should beApp Design Should beMobile First, Web Second”Mobile First, Web Second”
    35. 35. 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
    36. 36. HTML5HTML5FrameworkFrameworkCloudCloudStrategy IIStrategy IINative appNative appusingusingHTML5HTML5frameworkframework• Appcelerator TitaniumAppcelerator Titanium --HTML/JS/CSS (iOS /HTML/JS/CSS (iOS /Android / BlackBerry in beta)Android / BlackBerry in beta)• PhoneGapPhoneGap - HTML/JS/CSS- HTML/JS/CSS(iOS / Android / BlackBerry /(iOS / Android / BlackBerry /WebOS / Window Phone /WebOS / Window Phone /Bada / Symbian)Bada / Symbian)HTTPHTTPGET / POSTGET / POSTREST APIREST APIXML / JSONXML / JSON
    37. 37. Cross PlatformCross PlatformFrameworkFrameworkStrategy IIIStrategy IIINative appNative appusingusingcross-cross-platformplatformframeworkframework• Conrona - LuaConrona - Lua• Adobe AIR - ActionScript 3Adobe AIR - ActionScript 3& Flash& Flash• Rhodes - RubyRhodes - Ruby• Unity - UnityScript(JS), C#,Unity - UnityScript(JS), C#,Boo(Python)Boo(Python)• Mono - C# .NETMono - C# .NETLua,Lua,Ruby, AS,Ruby, AS,C#C#
    38. 38. Mobile StrategyMySQL No SQL=“Bigger Mistake”RSDB No JOINNot ACID GuaranteesDistributed & Fault-tolerantArchitectureHorizontally Scale
    39. 39. Heavy Lifting: No SQLMongoDB Hadoop
    40. 40. Mobile StrategyServer-sideFrameworks =“Bigger Mistake”I/O APINon-BlockingAsynchronousEvent-drivenJavaScriptServer-sideAPI
    41. 41. Mobile StrategyThickThickCloudCloud ThinThinCloudCloudThinThinClientClientThickThickClientClient“Bigger Mistake”=
    42. 42. Wearable Sensors
    43. 43. QuickTime™ and aH.264 decompressorare needed to see this picture.LUMOback
    44. 44. Connected Device
    45. 45. 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
    46. 46. QuickTime™ and aH.264 decompressorare needed to see this picture.Google Glass
    47. 47. QuickTime™ and aH.264 decompressorare needed to see this picture.How to use Google Glass
    48. 48. AdviseFounders & Entrepreneurs
    49. 49. Mobile FirstArchimedes LabsSocial | Consumer | Mobile@Bessbess@archimedeslabs.comhttp://www.slideshare.net/bess.hohttp://www.slideshare.net/bess.ho
    50. 50. What’sYourMobile Strategy?Mobile Strategy?WITI Summit June 2, 2013
    51. 51. 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.
    52. 52. Responsive Design
    53. 53. 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
    54. 54. 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)
    55. 55. Designing for ResponsiveFrom Patty Toland’s 2012 WITI mobile workshop presentation on Responsive Design.
    56. 56. Testing Responsive38%28% 26%
    57. 57. Who does it well?
    58. 58. Apps
    59. 59. 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
    60. 60. Which device?• Sensor driven (Fitness, health)• Voice based• Alerts• Augmented RealityWearablePhone• Location Based• Social• High Engagement• InstantaneousTablet• Media Rich• Shopping• Browse-able content
    61. 61. 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.
    62. 62. Do you need a Website?
    63. 63. Do they?
    64. 64. Now is the time* From KPCB Internet Trends 2013
    65. 65. Mobile TechnologyPauline Alker / a la MobileFoodAlexa Andrzejewski / FoodspottingGeneticsLinda Avey & Anne Wojcicki / 23andMePetsKarine Nissim Hirschhorn & AaronHirschhorn / Dog VacayMobile PaymentsCarol Realini / ObopayEventsJulia Hartz / EventbritePersonal FinanceAlexa von Tobel / LearnvestParentingSoleil Moon Fyre & Kara Nortman /MoonfryeShoppingSusan Lyne / GiltWomen in mobile
    66. 66. Thank youAmanda McConnell@zorstagwww.linkedin.com/in/zorstagwww.linkedin.com/in/zorstagwww.linkedin.com/in/zorstagwww.linkedin.com/in/zorstagwww.linkedin.com/in/zorstag
    67. 67. Appendix• Eric Qualman Mobilenomics -http://www.youtube.com/watch?v=GRiwUCXPo8U&feature=share&list=UULC9cX5GntaQmTSF6hTqrzA• KPCB Internet Trends 2013 - http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013• Patty Toland - Filament Group - www.filamentgroup.com• Crystal Washington - http://crystalwashington.com/