Developing smartphone applications for your business and brands

Transcription

1 Developing smartphone applications for your business and brands

2 How apps can transform your business Mark Mason - CEO mark.mason@mubaloo.com Twitter: markemason Mobile:

3 Let s set the scene.

4 Mobile Device Speed of Uptake Source: Morgan Stanley, Dec 2009

5 Tablet Sales Growth Forecast Worldwide Tablet Sales Source: Bloomberg, January 2011

6 Manufacturer by OS Marketshare (US) Source: Nielsen, February 2011

7 Smartphone Penetration in EU5 vs. US Smartphone Penetration by Market Reach Source: ComScore February 2011

8 % Smartphone Adoption by Market UK reflects the trend-line for average smartphone adoption within EU5 Source: ComScore, January 2011

9 New Devices Acquired by Type EU5 More people in Europe now choose to purchase a smartphone than don t Source: ComScore, December 2011

10 Ad Impressions Marketshare by OS Source: Millenial Media, October 2010

11 Number of Apps Available by Store iphone Android BlackBerry Source: Distimo, February 2011

12 Number of Apps available by Application Store Huge growth seen from December 2009 to December 2010 Source: Distimo, January 2011

13 Price Distribution Across All App Stores Price Distribution Across All Stores (2010) Source: Distimo, January 2011

14 Free vs. Paid apps by Store Source: Distimo, February 2011 (February 2011, US Stores)

15 UK Paid apps Download Revenue Paid app download revenue in the UK reached 280m in 2010 Source: Research2Guidance, March 2011

16 Mobile Browser Activity % of Mobile browser users who have done the following activities Source: Morgan Stanley Report, July 2010

17 Average number of mobile media usage occasions Mobile media usage peaks from 6-9pm Source: IAB s Mobile & the Media Day Study, January 2011

18 Mobile Multitasking Other media commonly used / viewed at same time as using mobile media Source: IAB s Mobile & the Media Day Study, January 2011

19 User Profiles Gender by Platform

20 User Profile Age by Platform Source: Admob, Feb 2010

21 So what can they do and how should they be used in B2B?

22 So what can they do? External facing Brand apps Campaign apps Retail/sales apps Loyalty apps Service/product extension apps Marketing apps Internal facing Dashboard apps Collaboration apps HR apps Scheduling apps Management apps Business development apps

23 External facing Retail apps Product extension apps Marketing apps Service extension apps

24 Campaign app AXA Insurance

25 Internal apps Dashboard apps HR apps Collaboration apps Scheduling apps

26 B2B Enterprise Suite Holiday app Biz Dev app Expenses app Company induction app

27 B2B Enterprise Suite Meeting Room app Vote app CEO/Analyst app Presentation app Corporate news app Locator app

28 We d really like to develop an app...but where do we start?

29 Application Strategy Review and definition of the mobile strategy: Who's it for It s role within the business How to measure success What are the potential revenue streams? How big is the potential audience? How does this sit alongside my other services / marketing activity? Do our customers really want a game?

30 Application Scope I guess it s not so simple as condensing our existing website? Definition of the scope: Apps 1.0 v Apps 2.0 Develop the user journey Prioritisation of functionality and content What functionality is possible within the various mobile platforms? What experience can we offer to our customers? How much would it cost to do X?

31 AXA Insurance

32 Our Apps: Fund Management

33 Global Radio: Presentation Tools

34 RBS: Newsletter & PDF Reader

35 A focus on Purpose Is Purpose the new Proposition? Brand Experience A Purposeful App Service Extension Increase relevance Listen and interact Build momentum Increase reach Improve accessibility Build reliance

36 Promotion and launch & On-going functional development

37 Promotion and launch App stores Promote apps through new and traditional marketing Blogs (TechCrunch, Mashable, etc..), forums Social networks Twitter, LinkedIn, Facebook, etc.. DM & advertising

38 On-going functional development How long is a piece of string? Average Mubaloo app costs 35k Apps take between 3 5 months to develop - 1 month planning, 3 months development, 1 month testing Grow your app one step at a time Develop an app roadmap Maintenance contract

39 Mubaloo: Project Lifecycle Concept Initiation Delivery Close Account Mgmt NDA Proposal/Q uote Contract/ PO Planning/Project Mgmt Lessons Learned Design Design Proposal Detailed Design UI Checking Technical App Specification (Functional & Technical Specs) Alpha Dev Beta Dev Final Dev QA/Test Mgmt Test Planning/ Risk Analysis Alpha Testing Beta Testing Final Testing Change Control Change Requests Changes Implemented Release/ UAT Alpha UAT Beta UAT Final UAT App store

40 5 top tips for a great B2B app

41 5 top tips for a great B2B app A great app Does not copy your website offering it evolves it 2. Keeps it simple 5 apps with individual ideas is better than 1 app with 5 ideas 3. Recognises its role within the broader business offering 4. Offers a two-way value transaction 5. Learns from user behaviour and responds Value Y N VALUE Complexity

42 Brand app

43 Thanks for your time Developing smartphone applications for your business and brands 2 Years, 43 Staff, 50+ Apps London Bristol Berlin Helsinki - New York