MOBILE STAT

S &

WAP VS APP

OPTIMIZATI

ON

P R O M O T I NG Y

O U R BU S I N

E S S ON M

O B I LE

D E V I SE S

By: Paul Veselywww.seoweblive.com

SMX Israel 2013 ד" בס

THE HARD FACTS• US smartphone penetration reached 46% (August 2012)

• Google sites were most popular on smartphones with 97 million unique visitors (March 2012)

• Around 30 billion mobile searches annually just in the US (according to BIA/Kelsey)

• Over 2.2 billion monthly searcheson Google mobile, Yahoo has 0.55billion and Bing has 0.5 billion

• 1 in 5 smartphone users purchaseditems on their smartphone duringthanksgiving 2012 sales

Source: comScore unless stated

otherwise

TOP 5 MOBILE DEVICES IN 2012

MOBILE PLATFORMWhere’s the competition?

TRENDS• There are expected to be more mobile users than PC

users in the year 2015 (BIA/Kelsey)

• By 2015 there will be more local searches coming from smartphones than PCs in the US (BIA/Kelsey)

• Mobile device sales jumped 96.2% from 2011 to 2012 in the US for the thanksgiving weekend in 2012. (IBM Digital Analytics Benchmark)

MOBILE ADSHow to make big money from a small

screen……. Its an art!• In 2012, advertisers spent $4B in the US, up from

$1.45B last year (eMarketer Dec 2012)• Spending fuelled by Facebook which introduced

‘sponsored stories’• In 2012 Facebook alone brought in $339M in total

mobile ad revenue• In 2011 Facebook brought in $0 in mobile ad revenue• Google made $1.86B in 2012• In 2011 Google made $623M in mobile ad revneue

SO WHAT?• Your business needs to be present on mobile devices

today and not tomorrow• Huge audience• Be where the eye balls are• Create a strategy• Use Google analytics to see current

usage: mobile devise / operating system• Market research on what devices your

target market owns• See mobile device trends• Study online competition

• Go for it – but what should you build?

BUILDING A WAP SITEPRO’s CON’sAll changes and updates are instantaneous

Downloadable desktop item only if the user decides to add it to their phone’s home screen

One mobile site can be programmed to work on all platforms instead of building an App for each platform

HTML 5 is still being developed and has lack of compatibility with IE in particular

Mobile sites rank in search engines allowing businesses to get organic traffic

Hard to save things like logins or preferences (although cookies do work)

No need to download App, you can simply use it via the domain

Can not work when there is no data coverage or reception

No need for submission and wait for App store approvalNo need to comply with App store requirementsNormally mobile sites need less development time  and are quicker to launch hence are more cost effectiveHTML 5 websites can be built with many of the beneficial features of an AppCan be built with a CMS for easy changes

BUILDING AN APPPRO’s CON’sNavigation: Easy to get to via desktop icon

Have to apply through an App store to get approval – must play by the App store rules

An app works offline (meaning even when there is no internet connection – it just cant sync to get the latest data but it still works)

App stores charge per sale (free Apps are charged a flat /yr fee). Apps that cost usually have to give 30% to the store and can not have a higher price to the store on your website

Loads faster due to the App being pre downloaded - only certain info is updated during a sync

You need to build an App per platform – expensive and time consuming

On an App there is only ever need to login once and all is saved

All changes to an App have to go back through a submission to the app store and then get updated by the user

Trendy and cool – “There’s an App for that”

No CMS for changes

You can save preferences on an AppCan utilize location based services and push notificationscomScore: 4 out of every 5 mobile media minutes spent in Apps

USER PREFERENCE BY TASKWAP sites are preferred by shoppers over their mobile-app counterparts by a factor of 58% to 21% (Nielsen, 2011)

FACTORS TO TAKE INTO ACCOUNT

• Current user analytics results• Large variety of screen sizes / display• Varying effect of functionality due to operating

systems – Android, iOS, BlackBerry OS, Symbian, etc• Use cross platform framework• Flash• Consistent branding needed• Supply only essential online services – not all website

pages• Optimize copy in a succinct way• Larger buttons, less clicks (due to slow load times with

3G networks)• Why not both?• Dependent on budget• Know which one to develop first

Deciding between a WAP site v’s APP

TIPS• Have a strategy – should be included in your

integrated marketing plan• Know what devices your current and potential

clients have• What can you add to their mobile experience

that is special• What should you develop first, second,

third…….• WAP site should use cross platform frameworks

so as to work on all types of smartphonese.g. http://www.mobeeart.com/

THANK YO

U

By: Paul Veselywww.seoweblive.com

SMX Israel 2013

© Copyright Paul Vesely