Best Practices for Mobility

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1 Mobility overview

2 Best practices for mobility – factors to consider

(i) Charting out the business strategy

(ii) Creating project plan & roadmap

(iii) Considering organizational changes required

(iv) Measuring usage & end-user feedback

3 Sales & Marketing (Promoting consumer apps)

4 Customer Learnings - KarmaLoop, University of Phoenix Case Studies

5 Summary

Agenda & Abstract

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This presentation explains the best practices of enabling the mobile channel for organizations.

The talk will delve into how to structure your IT org for mobile development, the technology &

business changes you will need to consider.

Through customer learnings we will share best practices on improving conversions, increasing

sales and promoting the mobile app usage.

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What Industry Experts Say

• US smartphone penetration has reached 65.2% within 6 years

since 2007 when Apple first launched its iPhone.

Source: comScore

• 55% web traffic usage in US is through mobiles & tablets in

Jan 2014. (47% from mobile apps and 8% fro mobile browser). Source: comScore

• Touch-screen devices (including iPad, iPhone ) will account

for 59% of all PCs shipped in 2016. Source: Canalys

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Transforming Web Business to a Mobile First Strategy

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Results

• Of the 699 million daily active users who logged onto the

site in June 2013, more than two-thirds did so from a

mobile device

• Mobile revenues accounted for 41% of the company's

revenues in Q2 2013

• Mobile users spend one in every five minutes online

using Facebook, web users spend one in every seven

minutes

Facebook had zero revenues from mobile and was identified as the biggest risk when it went

IPO. Facebook’s share was driven down by over 40% due to this perceived risk.

Facebook then implemented native mobile apps for Android and iOS. And focused on mobile first

strategy.

Source: Mashable.com

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Few Thoughts

• Incorporate Mobile First Strategy into your roadmap

• Today, the question should be how to implement, and not

should we go mobile?

• For your mobile strategy to be successful, you need to adopt

the 360-degree approach and include mobile in every aspect

of your business

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Mobile is just the beginning... Transformation is happening across the Ecosystem

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Watch the Video

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Mobile is just the beginning...Transformation is happening across the Ecosystem

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Best Practices for Mobility – Factors to consider

Strategy Project

Roadmap

Organization

structuring

Measuring

Usage &

User Feedback

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• Business objectives

• Corporate

ecosystem

• Budget

• Timelines

• Define features &

functionality

• Set timelines

• Implement in

iterations

(phase-wise

approach)

• Business changes

• Technical changes

• Release Beta

version

• Measure usage

• Capture user pain

points

• Improve in next

iteration

Different factors become important at different stages of the lifecycle

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Charting out the Strategy

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1

Start by analyzing the right mobile strategy to fit your business goals

1. What is the importance of mobile in your firm?

• Added convenience / Revenue Generation / Cost cutting / Customer Service

2. What is your customer profile?

• Number of customers

• Geographical spread of customers

• Customer Value

3. Diversity of mobiles

• Types of devices / OSes ( iOS, Android, Windows, Feature phones etc.)

4. Technology Strategy

• Native or Mobile Web or Hybrid

• Existing Systems

5. Execution Strategy

• Design

• In-house vs Outsourced Dev

• Infrastructure

• Maintenance

6. Marketing / Go-to-Market strategy

• App promotion

• Driving Sales

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Project Roadmap

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2

Next you need to work on the implementation plan to fit your timeline

1. User Experience Design

• Mobile is all about Design Design & Design

2. Technical Design

• Features

• Platforms

• Backend Integration

3. Infrastructure Design

4. Resourcing

5. Timelines

• Initial version

• Iterations

• Roadmap

Mobile Evolution

• Utility apps ( meets the functionality for one or two platforms)

• Responsive Apps on multiple platforms ( broad coverage)

• Intelligent Apps which deep personalization features

• Innovation – Augmented reality

Mobile is not a one time build and forget. It is a business and hence investments have to

be treated that way. Far too often, customers don’t get benefits due to insufficient

spending on this platform.

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Technical Considerations

Considering Organizational Changes

• Service Oriented Approach

• User Experience

• Technology Options

• Development Approach

o Test Driven

o Continuous Integration

• Testing Setup

• Continuous Improvement

• Organization Structure

• Monetization on mobile

• Multi-Screen Audiences

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Business Considerations

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Technology Perspective

Service Oriented Architecture

• API, API, API - APIs for everything

• Move from building features to building APIs for each of those

• You are not building for one surface but multiple surfaces which you may have not seen yet

Technology Options – Native vs. Mobile Web ; Mobile Web vs. Responsive Web

• Should you choose Native or Web or Cross-Platform

• Understand the tradeoffs

• Make a decision along with business teams like Sales & Marketing – its not just a technology

decision

• More often than not its not either or but its multiple platforms co-existing together

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Technology Perspective

• Robust UI / UX team

• User experience has to be

spot on mobile

• Follow standards for each

platform

• Less space – so create more

personalized experiences

• Ask Less – Learn more with

every interaction

• Use deep analytics to present

the data

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User Experience

Approach

Development

Approach

Testing

Approach

Test Driven Development

• Allows developers to define

test cases for the module

planned to code

• Unit Testing performed

continuously through

automation of test-cases

• Newer code checked-in will

capture automatic bugs with

the failure of test-cases

Continuous Integration

• Daily integrated builds

created and sent as

notifications to the whole

team (Dev, QA)

• Builds integrated to

TestFlight, the app can be

downloaded by all

stakeholders for testing and

observing the progress of

development

Testing Approach

• Test Driven Development

Approach

• Automated Testing

o Leverage platform

sdks/third party library to

automate unit test cases

with code coverage of 60%

o Automate Integration Test

cases using tools like

Experitest etc.

• Establish a Device Lab – procure

the most commonly used devices

• Manual Testing

o Execute manual unit test

cases to capture the UI

issues

• Test for Non-functional scenarios

like Load Test, Performance Test,

Stress Test

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Business Perspective

Analytics

Capabilities Measurement

• Identify the KPIs

• Find out the budgets

• Determine the metrics

• Figure out the Sales Value

• Know your target audience

• Know your competition

• Understand market insights

• Find out the devices used

• Identify mobile expertise team

• Figure out expertise in IT team

• Plan for a marketing agency with

mobile experience

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• Marketers are displaying TV ads to get

consumers browse their site instantly

• More marketers now are focusing first on

mobile for integrated campaigns

• Companies are running brand campaigns

across devices to reach larger audience

• Advertisers are focused on performance-

based campaigns

Addressing Multi-screen Viewing Audience

Source: Part of infographics by Uberflip

“90% of consumers move between devices to complete a task. And 40% of smartphone users watch

TV while browsing from their smartphones” – Google

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Teams required within the Organization

Right Team with

Relevant Experience

Organization Structure

There are two options 1) Centralized Solution and 2) Decentralized Solution. Both are driven

by one single mobile leader.

Mobile Leader (Cross-functional Team Head)

Single Centralized

Mobile Team Decentralized

Mobile Team

• Start with a

centralized group

initially

• One team leader to

manage all units

• Separate mobile teams for

each business unit with

growth in traffic

• One group leader to handle

each business unit

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Trulia – A Case Study

App Philosophy

Monetization Team

• Centralized Team for UI / UX

across all apps

• Mobile Engineering Team

organised by technology

competency – iOS, Android,

mobile web site etc

• Determine the metrics

• Responsive approach by front

end Trulia.com website

• Develop apps on multiple platforms – OS, iPad, Android, Android Tablets, Kindle Fire,

Windows 8 Tablets, Mobile Web

• Specific purpose apps on specific platforms like Renters, Real Estate Agents, Mortgage

Shoppers. Provide essential functionality for fast and efficient mobile experience

• Like Foursquare, agents can check in to specific properties using agent app and

distinguish themselves from other agents

• Built from the start – along with

apps, launched an ad system

• Show context sensitive

information with zero clicks and

ensure user gets to the call to

action with little browsing

• 60% of leads come from mobile

today

Source: Forbes

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• Use Analytics for feature prioritization

and testing

• Active review management

• Continuous improvement with feature

releases

Continuous Improvement Process

Release 1

– Deploy

User

Feedback

Usage

Analytics

(Google/Flurry/

Omniture)

Product

Management

Requirements

Release 1.1 Build & Test

Improve Build Cycle

Release 1.1 – Deploy

1

2

3

Improve Iterate & Build

Measure & End-User Feedback - Continuous Improvement

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4

Sales & Marketing (For Consumer Apps)

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Invest in Analytics Tools to Target Right Audience

To Increase Product Sales, Improve Conversions and Promote App Usage

1. Analyze the user behavior and preferences

2. Target the audience with right content based on demographics and geography

3. Personalize the content based on preference

4. Push ‘promotional messages’ as notifications

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Monetization on Mobile

• Serve more ads without losing User Attention

(Facebook is done this successfully and grew its revenues

on mobile to 41% from almost zero within 6 quarters).

o In-stream ads and branded posts

o Contextual advertisement

o Hyper-local mobile ad targeting

o Real-Time Bidding exchange for high value mobile

user targets

• Mobile Video Ads – Pre-roll, Mid-roll and Post roll. Pre-roll is

the most popular in video ads with 10-15 secs clips.

• Interstitials – Full or half page ads appears between content

pages. Best format, since it utilizes the complete screen

size.

Worldwide mobile advertising revenue to reach $24.5 billion in 2016.

Revenue from global mobile advertising to grow 400 % between 2011 and 2016 - Gartner

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Customer Learning

“We have noticed difference in technology requirement across

geographical regions. In the US, iOS and Android is more popular, whereas

customers in India look for mobility solutions on Android. Mobility solutions

requirement on Windows Phone OS and Nokia phones are more popular in

European regions.”

– Rinish KN, CTO, RapidValue Solutions

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Mobile Commerce Application

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Traffic Close to 30% through Mobile Channel

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What we did

1. Usability improvements

• Reduced number of clicks from purchase

to payment

• Design changes

• Reduced logic validations

• Introduced more payment mechanisms

2. Social Shopping Experience

• Sharing Wishlists / Buys

3. Analytics

• Better Analytics

• Targeted Push Notifications

4. Performance Improvement

• Crash Analytics / Performance monitoring

5. Process & Results

• New features added in iterations every couple of months

• High CSAT score and 4.6 rating on app stores

A leading streetwear retailer with over $200mn in sales. KarmaLoop sells clothes

and accessories online.

Issues / Opportunities

• Revenues from Mobile Channel

(Apps & Mobile Web)

• Improve conversion rates

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Improved Student engagement in online classrooms via mobile

channel

.

One of the largest higher education providers in North America (Apollo Group)

with over $ 4 billion in revenues.

What We did

• 3 years roadmap to build and support apps

for students and faculty

• Accessed by over million users with 4+ rating

on app stores

• Established dedicated mobile testing lab for

manual and automated

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Summary – Key Factors to Consider

Start with basic features on one device platform. Measure the impact and then expand

to include new features in iterations across more devices. Get feedback from your

users to correct the mistakes in app in the next releases.

Mobile First Strategy

Mobile strategy impacts all areas of business. Analyze the backend system integration,

corporate ecosystem, corporate expansion plans to provide seamless experience

across channels and devices. Set a mobile champion or leader in the firm.

Invest in Analytics &

User Experience

Integrate with strong analytics tool to understand the user behavior, personalize

content, push promotional messages & mobile ads based on user preference,

demographic, and geography.

Measure & Iterate

Right Team with

Mobile Champion

Get the right team with skills across platforms – iOS, Android, HTML5, Responsive

Web, UI/ UX Design, Analytics, Testing. Have a clear mobile leader / champion in the

firm.

Take Full Advantage

of Mobile Technology

Make complete use of mobile technologies supported by devices. Specially, include

features related to GPS functionality, barcode scanning and camera capabilities.

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THANK YOU

Presented by:

Sirish Kosaraju

Chief Operating Officer, RapidValue Solutions

Email: sirishk@rapidvaluesolutions.com

Phone: +91 99454 81164

www.linkedin.com/in/sirishkosaraju

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RapidValue in a Slide – Largest Independent Enterprise Mobility Firm

200+ STRONG MOBILITY

CONSULTING TEAM

350+ MOBILITY PROJECTS

EXPERIENCE

LARGE SCALE & COMPLEX

MOBILE PROJECTS

Recognized as the 2013

Top 100 Red Herring

Global Finalist and prior

to that selected as

2013 Top 100 Red Herring

North America Finalist

Awarded TOP 15

Emerging Companies in

the Field of Innovation.

Won the prestigious

NASSCOM emerge 50

award in 2011

HEADQUARTERS

PLEASANTON, CA,

USA

GLOBAL DELIVERY

CENTERS IN

BANGALORE & KOCHI,

INDIA

Operations Across…

USA | Canada | Finland | UAE | India

‘Mobility Driven Transformations’ to unlock

value from your enterprise systems…

Razor – Sharp

Focus on Mobility

Enterprise Mobility

Specialists

Cutting Edge Delivery

Processes

Experience working with Fortune 500 customers and many Fortune 1000 companies…

Experts in

Enterprise Field Applications including

Field Service app, Geo location apps and Integrations with ERPs like SAP, Oracle

and others

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