nedma presentation-mobile-experiences-03-05-2015
TRANSCRIPT
MEANINGFULCustomer Experiences on Mobile
Nirmal Parikh
Digital Wavefront - Your Technology Partner For Multi-channel Marketing
WHY IT MATTERS?
@BOSMarketer #NEDMAInno15
GLOBAL Phone Usage
9mobile users/second
WW, Sep ‘14
@BOSMarketer #NEDMAInno15
PHONES vs POPULATION
0
200
400
600
800
1000
1200
1400
1600
China India Indonesia US Brazil Russia
Population Mobile Phones
Phones PopulationPhones > Population
@BOSMarketer #NEDMAInno15
SMARTPHONE Penetration
0
10
20
30
40
50
60
70
80
19countries 14
@BOSMarketer #NEDMAInno15
GLOBAL Smartphone Reach
Experiences you deliver will increasingly be MOBILE.
27%
@BOSMarketer #NEDMAInno15
AUGMENTED Humanity
78 +@BOSMarketer #NEDMAInno15
Strategy
Audience
Content
Devices
DesignOS
Development
ROI
Distribution
MOBILE EcosystemWhy build a mobile app/experience?
Who is your audience?
What will you price it for?
Phones, tablets, smart watches?
Relevant, personalized?
How will you promote?
Layout, Orientation?iOS or Android?
Rapid prototyping?
@BOSMarketer #NEDMAInno15
Strategy
Audience
Content
Devices
DesignOS
Development
ROI
Distribution
@BOSMarketer #NEDMAInno15
I want a mobile app!
START With Requirements
@BOSMarketer #NEDMAInno15
@BOSMarketer #NEDMAInno15
Strategy
Audience
Content
Devices
DesignOS
Development
ROI
Distribution
KNOWING Your Audience
Who?
How large?
Location?
Expectations?
@BOSMarketer #NEDMAInno15
UNDERSTANDING Them
85868788899091929394
Men Women
Gender
0
20
40
60
80
100
120
18-29 30-49 50-64 65+
Age Group
86
87
88
89
90
91
92
93
Urban Suburban Rural
Community Type
84
86
88
90
92
94
Education Level
@BOSMarketer
@BOSMarketer #NEDMAInno15
Strategy
Audience
Content
Devices
DesignOS
Development
ROI
Distribution
Format Phones, tablets, smart watches, heads-up displays
RelevancyPersonalized, based on previous interactions/behavior
Context Presenting the right content at the right time
CONTENT Considerations
@BOSMarketer #NEDMAInno15
EXAMPLE Lyft
Format Context Relevancy
@BOSMarketer #NEDMAInno15
@BOSMarketer #NEDMAInno15
Strategy
Audience
Content
Devices
DesignOS
Development
ROI
Distribution
TYPICAL Mobile Interactions
@BOSMarketer #NEDMAInno15
UBIQUITY – Around Us, All-the-Time!
5-7am 7-8am 5-7pm 8pm+
@BOSMarketer
EVOLUTION in Mobility
Proximate
To be Successful: INTEGRATED, SOPHISTICATED & INTIMATE
‘90s ‘01 ‘07 ‘09 2011+ 2015
Dermal Embedded
@BOSMarketer #NEDMAInno15
MARKET Forecast
nextmarket.co, prnewswire.com, stanfy.com, techcrunch.com, uniperresearch.com
40
80
140
220
300
360
2015 2016 2017 2018 2019 2020
60m
$132b
@BOSMarketer
TRANSFORMATION in Mobile Experiences
@BOSMarketer
Strategy
Audience
Content
Devices
DesignOS
Development
ROI
Distribution
@BOSMarketer #NEDMAInno15
FORM FACTORS
@BOSMarketer #NEDMAInno15
RESPONSIVE DESIGN
@BOSMarketer #NEDMAInno15
PIXELS Are Always in Motion
@BOSMarketer #NEDMAInno15
FINGERS Do the Talking
@BOSMarketer #NEDMAInno15
Strategy
Audience
Content
Devices
DesignOS
Development
ROI
Distribution
@BOSMarketer #NEDMAInno15
WHICH OS to Target?
?
@BOSMarketer #NEDMAInno15
BATTLE Of Equals
@BOSMarketer #NEDMAInno15
# of Apps 1.4m 1.4m
Access 155 Countries 135 Countries
Downloads 75+ billion (Jun ‘14) 50 billion (Jul ‘13)
Paid vs Free 90/10 90/10
Revenue (Indexed) $1.6 $1
Downloads (Indexed) 1 1.6
Strategy
Audience
Content
Devices
DesignOS
Development
ROI
Distribution
@BOSMarketer #NEDMAInno15
INVESTMENT?
$10k - $20k $50k – $150k $150k+
SIMPLE
Weather
Widgets
Business
MODERATE COMPLEXITY
Gaming
Productivity
Social
Shopping
Business
HIGHLY COMPLEX
Gaming
Enterprise
Healthcare
Education
Rapid prototyping: optimize your investment, meet budget/timeline
@BOSMarketer #NEDMAInno15
APPROACH
• Universal code base, cross-platform
• Lowest cost of development
• Web-based, requires an Internet connectionHTML5
• Frameworks that let you write cross-platform code
• Single code-base, portable
• Less control over UIHYBRID
• Proprietary language
• Code is not interchangeable
• Most expensive approach
• Most powerful, native APIs and hardware
NATIVE
@BOSMarketer #NEDMAInno15
Strategy
Audience
Content
Devices
DesignOS
Development
ROI
Distribution
@BOSMarketer #NEDMAInno15
FREE is the New Paid?
9 / 10
27th 47th
@BOSMarketer
MONETIZING Your App
Free or Bust?Pay to download
“Free”mium
Ad-supported model
In-app purchases
Subscriptions
Carrier/OEM partnerships
@BOSMarketer #NEDMAInno15
FREEMIUM Pricing
“…a free user is typically worth 15% to 25% as much
as a premium subscriber, with significant value
stemming from referrals.”
“…pay close attention to why and how satisfied users
might help your product go viral.”
Making “Freemium” Work, Vineet Kumar, HBR May 2014@BOSMarketer
Strategy
Audience
Content
Devices
DesignOS
Development
ROI
Distribution
@BOSMarketer #NEDMAInno15
COMPETING For Screen Real-Estate
0.002%
26
@BOSMarketer #NEDMAInno15
PROMOTINGYour App
Traditional
Carrier pre-installs
In-app Ads
OEM Partnerships
Social Media
@BOSMarketer #NEDMAInno15
PRIVACY & SECURITY
@BOSMarketer #NEDMAInno15
InformationTrustTransparency
DATA – Trust & Protect
@BOSMarketer #NEDMAInno15
PoliciesSafeguardsEncryptionStoring Credit cards and other PIIInvestment
WHAT IS MEANINGFUL?
@BOSMarketer #NEDMAInno15
ENTERTAINING
EXCITING
DELIGHTFUL
SIMPLE
DISCOVERABLE
CONTEXTUAL
INTUITIVE
THOUGHTFUL
INTERACTIVE
POWERFUL
COOL
EMPOWERING
ENTERTAINING
PERSONAL
RELEVANT
EMOTIONAL
PERSONAL
UBIQUITOUS
CONVENIENT
BEAUTIFUL
@BOSMarketer
GREAT Mobile Experience
@BOSMarketer #NEDMAInno15
GREAT Mobile Experiences
@BOSMarketer #NEDMAInno15
THANK YOUNirmal Parikh
@BOSMarketer
Digital Wavefront - Your Technology Partner For Multi-channel Marketing