R2i State of Mobile: Tips and Trends to Building a Solid Mobile Process

Presentation Details: R2i State of Mobile: Tips and Trends to Building a Solid Mobile

Process

Presented To: IFIC Science Communication Summit

Exercise

Confidential 5/24/2011

Dyna Tac 800x iPhone (Original)

Mobile 1983-2007


Smartphones and Tablets

Mobile Topics

1. Mobile Hype2. What is an App?3. Mobile Figures 20114. OS Trends 20115. 15 things to Know and Do in Mobile6. Best Mobile Process7. Mobile Analytics8. Alternatives to an App9. Best Mobile Practices


Mobile Hype

16,000,000,000+ downloads

• Apple accounts for 71% of all app downloads

• Apple has 365,000+ apps• Android has over 265,000+ apps• Blackberry has 25,000+ apps• Windows has 12,000+ apps


2008-2011 U.S. Top 8 Mobile OS Trend


2008 2009 2010 20110.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

iOSBlackberryAndroidSamsungSymbianOSPlaystationwebOSOther

Year iOS Blackberry Android Samsung SymbianOS Playstation webOS Other2008 56.04% 0.00% 0.00% 16.68% 0.00% 8.23% 0.00% 10.76%2009 57.90% 16.40% 6.16% 5.99% 1.27% 2.20% 7.40% 5.19%2010 38.31% 31.45% 18.71% 4.50% 2.19% 1.22% 1.09% 1.39%2011 36.47% 23.98% 29.89% 2.82% 1.69% 2.69% 5.40% 1.31%

Mobile Figures 2011

• 100+ million iPhones worldwide-6/07

• 75 million iPod Touches worldwide-6/09

• 20 million iPads worldwide-4/10

• 650,000+ mobile apps• 100+ million Android phones

• Average Smartphone user spends 667 minutes a month using apps

• iPhone/Android owners own an average of 15 apps

• 9 out of 10 consumers are aware of the iPad

• 82 Tablets expected to come to market in 2011

• Android: 31% • Apple: 27%• RIM: 25%

Mobile

Google BlackBerry Apple iPhone Palm WebOS Symbian OS Windows Mobile

1. Mobile Friendly Website (Every Site): Site renders ‘as is’

2. Mobile Optimized Website (Optional $): m. ‘dot’ site, I/A and Mobile Content

3. Branded Mobile App ($): Info based, Syndicated Feeds, Media Services

4. Custom Native App ($$$): Unique functionality

Mobile Friendly Website


• Platforms• Technology• Design• Content

Mobile Engagement Rating: 1.5 out of 5 stars

Stuytown

Mobile Optimized Website


• Platforms• Technology

Mobile Engagement Rating: 2.5-4 out of 5 stars

RechargeYourYard RoseNYC

• Design • Content

What is an App?

DefinitionA computer software designed to help the user to perform singular or multiple related specific

tasks on a mobile device.


• Books• Business• Education• Entertainment• Finance• Games

• Navigation• News• Photography• Productivity• Reference• Social Networking• Sports

• Healthcare & Fitness• Lifestyle• Medical• Music• Travel• Utilities• Weather

15 things to Know and Do in Mobile

1. Do you have time?2. Mobile development is Different3. Initial App Research4. Ideal Minimum Investment Cost5. Mobile Hype vs. Business Goals6. Measuring App success7. Demographic Targeting8. Marketing Strategy and Budget9. Supporting the app10. Dedicated Project Manager11. Available Data12. Interview Vendors13. Fixed Price vs. Time & Material14. Consider Alternative15. Calculated Risk & Analysis


Branded Mobile App


• Platforms• Technology

Mobile Engagement Rating: 4 out of 5 stars

1st Mariner Bank SourceFire

• Design• Content

Custom Mobile App


• Platforms• Technology• Design• Content• Consumer & Enterprise

Mobile Engagement Rating: 4 -5 out of 5 starsForbes Meguiar’s

ServeIn Touch Ministries

Mobile SRS

Business Requirement

Audience

Platform

DataStoryboard

Acceptance

Features

Analytics and Reporting

R2i’s Mobile Process

Mobile App: Modern Requirement


To App or Not to App

App: The Ideas

Ideas to Paper


• Document it• Investment Check• Expert Consultation• Initial Risk• Complete Buy-in

App: The Business

Strategy, Strategy and Strategy


• ROI• Educational Factor• New Users• New Sales• Marketing Strategy• App Productivity• User Satisfaction

App: The Audience

Who’s Who


• Stakeholders• Advertisers• Competition• Target Users

App: The Features

Worth its Weight in Gold


• Push Notification• Analytics & Report• Advertising• Commerce• Social Media• Location-based• Real-Time• And etc

App: The Platform


• iOS• Android• RIM• Windows Phone 7• And etc

The Phone(s) Matter

App: The Storyboard


• Wireframes• Pixel Perfection• Style Guide• Interface Guideline• Navigation

User Experience is King

App: The Data


• Content Source• Feed Access• Formatting• Mining Data• DB Integration

Content Driven

App: The Acceptance


• Key Performance Indicators• Success Factors• Acceptance Criteria

Evolving with your Audience

Mobile App

R2i’s Mobile Development

App: Evolution


• Versioning• Digital Marketing• Analytics• Feature Upgrade • Marketing Strategy

Evolving with your Audience

App: Mindset


• Timeliness• High priority• Strong support• Analytics• Desktop thinking• Outsourcing• Team work

New Media Attitude

Food for Thought


• Consumer Apps• Education & News• Entertainment/Games• Social Sharing• Location Based Services• Brand Loyalty• Diet & Fitness• Augmented Reality• Near Field Communication • Enterprise Apps

• Supply Management• Sales/ Training/Operations• Executive Widget• Green Initiative• Real-Time Communication• Commercial Marketing• Mobile Clouds

Calorie Counter Epicurious

FoodSpotting RedLaser

Q&A

Visit R2i Mobile


bit.ly/r2iStateofMobile

Etherington, Darrell. "Infographic: The Selling Power of the IPad." Weblog post. GIGAOM. GIGAOM.COM. Web. 04 Feb. 2011. <http://gigaom.com/apple/infographic-the-selling-power-of-the-ipad/>.

Jade, Charles. "IPod Touch Now Outselling IPhone: Apple News, Tips and Reviews «." GigaOM · Tech News, Analysis and Trends. GigaOM. Web. 23 May 2011. <http://gigaom.com/apple/ipod-touch-now-outselling-iphone/>.

Malik, Om. "The Economics of Attention: Why There Are No Second Chances on the Internet : Tech News and Analysis «." GigaOM · Tech News, Analysis and Trends. GigaOM, 29 Mar. 2011. Web. 23 May 2011. <http://gigaom.com/2011/03/29/the-economics-of-attention-why-there-are-no-second-chances-on-the-internet/>.

Mindlin, Alex. "Using Phones, but Not to Talk or Surf." New Yorker Times. New York Times, 6 Mar. 2011. Web. 23 May 2011. <http://www.nytimes.com/2011/03/07/business/media/07drill.html>.

Munchbach, Andrew. "Forrester Research: Over 82 Million Tablet Users in U.S. by 2015." BGR. BGR, 4 Jan. 2011. Web. 23 May 2011. <http://www.bgr.com/2011/01/04/forrester-research-over-82-million-tablet-users-in-u-s-by-2015/>.

Ogasawara, Todd. "Apple All-Time Mobile Sales: 100+ Million IPhones. Nearly 20 Million IPads - SocialTimes.com." SocialTimes.com - Your Social Media Source. Social Times.com, 21 Apr. 2011. Web. 23 May 2011. <http://socialtimes.com/apple-all-time-mobile-sales-100-million-iphones-nearly-20-million-ipads_b58881>.

Parr, Ben. "100 Million Android Devices Now Activated [STATS] - Yahoo! News." The Top News Headlines on Current Events from Yahoo! News. Yahoo News, 10 May 2011. Web. 23 May 2011. <http://news.yahoo.com/s/mashable/20110510/tc_mashable/100_million_android_devices_now_activated_stats_1>.

Ricadela, Aaron. "Apple IPad’s ‘Buzz Saw’ Success Cuts PC Sales at HP, Dell - Bloomberg." Bloomberg - Business & Financial News, Breaking News Headlines. Bloomberg, 18 May 2011. Web. 23 May 2011. <http://www.bloomberg.com/news/2011-05-18/apple-ipad-s-buzz-saw-success-cuts-into-pc-sales-at-hp-dell.html>.

Works Cited

Savov, Vlad. "Google Reaches 100 Millionth Android Activation, 400,000 Android Devices Activated Daily." Engadget. Engadget.com, 10 May 2011. Web. 23 May 2011. <http://www.engadget.com/2011/05/10/google-reaches-100-millionth-android-activation-400-000-android/>.

StatCounter Global Stats - Browser, OS, Search Engine including Mobile Market Share. GS StatCounter. Web. 23 May 2011. <http://gs.statcounter.com/>.

Tech-Buzz.net. Tech-Buzz.net. TechBuzz - Tech Tips, Mobile Apps, Web Apps and Other Know Hows. TechBuzz. Web. 23 May 2011. <http://tech-buzz.net/wp-content/plugins/wordpress-toolbar/toolbar.php?wptbto=http://blog.shoutem.com/2011/04/21/infographic-the-state-of-mobile-app-world/>.

Warren, Christina. "Apple Sells 100 Million IPhone Units." Social Media News and Web Tips â Mashable â The Social Media Guide�� . Mashable, 2 Mar. 2011. Web. 23 May 2011. <http://mashable.com/2011/03/02/100-million-iphones/>.

WebTrends. WebTrends. Measuring Adoption, Realizing Returns in Mobile. WebTrends. Web. 04 Mar. 2011. <http://www.webtrends.com/Products/Analytics/~/media/Brochures/Brochure-Mobile-Analytics.pdf>.

Zeman, Eric. "IPad Owns 82% Of U.S. Tablet Market -- InformationWeek." InformationWeek | Business Technology News, Reviews and Blogs. InformationWeek, 6 May 2011. Web. 23 May 2011. <http://www.informationweek.com/news/personal-tech/tablets/229402946>.

Works Cited