transforming web business to mobile business · transforming web business to a mobile first...
TRANSCRIPT
Transforming Web Business
To
Mobile Business
Copyright 2013
1 Why Mobile?
2 How is Mobile Different from Web?
3 Technology Considerations when moving to Mobile
4 Business Considerations when moving to Mobile
5 Summary
Agenda
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Why Mobile?
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Mobile continues to be a strength and source of growth, with mobile enabled commerce volume jumping 75%. 20% of the company’s sales are via mobile, as eBay added 3.2mn new mobile users across its entire suite of apps.
Mobile is the best opportunity says Walmart. Over the past two years, Walmart notices 1/3rd of Walmart.com traffic from mobile visitors.
The World’s Largest Retailer
The World’s Online Marketplace
55% of visits to Zillow now come from a mobile device, and that soars to over 60% on weekends.
America’s most popular web portal for real estate and home related information
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What Industry Experts Say
• US smartphone penetration has reached 64% within 6
years since 2007 when Apple first launched its iPhone. Source:
Neilsen
• World wide smartphone penetration to reach 50% by 2017
from 33% in 2013. Source: eMarketer
• Web traffic usage through mobile is 17.4% worldwide in
2013 from 11.1% in 2012. Source: Mashable.com
• Asia leads the planet with the most-mobile web users with
26.6% of web traffic coming from mobile devices. Source: Mashable.com
• Touch-screen devices (including iPad, iPhone and hybrids
such as Microsoft’s Surface Pro will account for 59% of all
PCs shipped in 2016. Source: Canalys
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• India’s total mobile subscriber base amount to ~900 million with mobile internet subscribers of143.2
million. Source: Techcircle.in
• Mobile Internet accounts for 59.36% of the total Internet usage in India, as of Dec 2012.
Source: Medianama
• India has 44 million smartphone subscribers as of Q4 2012.Smartphones account for only 4% of
the total subscribers. China has 24% penetration rate. Source: Medianama
What Industry Experts Say (contd.)
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Most Preferred Activity on Smart Devices
Source: IDC and Facebook, Aug 2013
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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 preserved risk.
Facebook then implemented native mobile apps for Android and iOS. And focused on mobile first
strategy.
Source: Mashable.com
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Case Study – Marissa Mayer believes in a Mobile First Approach
Results
Including mobile into their corporate strategy has shown good
growth for Yahoo past two quarters and expected to increase
further.
• Monthly active users are up 20% to 800 million
• Mobile users rose to 390 million in Q3 2013, up 15% from 340
million in Q2 2013 Source: TechCrunch
Yahoo has been a web portal leading since arrival of Internet. It has lost its competitive edge
in the past few years due to continued dependence on desktop Internet.
Marissa Mayer (CEO, Yahoo) has been focusing on new ways to
revamp Yahoo. As part of the transformation, she has incorporated
mobile strategy into her corporate plan.
Marissa re-launched mobile apps and acquired 16 startups which
were centered on mobile content, apps and services.
Given that iOS and Android are the most popular mobile devices,
Yahoo has built mobile solution for both these device platforms for
across categories – Yahoo Mail, Yahoo Weather, Yahoo Search,
Yahoo Messenger etc.
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• 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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Few Thoughts
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Mobile is just the beginning... Transformation is happening across the Ecosystem
Watch the Video
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How to Transform from Web to Mobile?
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How is Mobile Different from Web
Screen Size Different
Operating Systems
24/7 access to
mobile vs. few hours
to laptop/desktop
Varying device
capabilities across
user base
Personalized
User information
Device Capabilities –
camera, video,
Maps etc.
Location Based
Multiple technology
options providing
different experiences
(Native, Hybrid,
Mobile Web)
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Technical Considerations Business Considerations
Organization Should Consider Both Business & Technology Perspectives
• 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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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
Source: Forbes
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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 both platforms co-existing together
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Technology Perspective
User Experience Approach
• Centralized UI / UX team
• User experience has to be spot on mobile as opposed to desktop
• 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
New Features not available in the Web
• Mobile is not just an extension – it provides additional capabilities
like location, camera etc.
• Create features on mobility that may not be available or even
possible on the web
“The Zillow Real Estate App
integrates
a new photo-driven
shopping experience optimized
for the smaller screen, allowing
users to slide
through thumbnail-sized
photos of the search results
without leaving the map.
Other features include –
listings, add to favorites,
push notifications,
share via social media etc.”
– Zillow
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Technology Perspective
Development 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
Development Approach - 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
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Technology Perspective
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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• 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
Technology Perspective - Continuous Improvement
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Teams required within the Technical Organization
Technical teams required to transform from Web to Mobile
• Product Management / Business Analysts
• Large Tech team for handling servers and APIs
• Small team for handling different UIs for desktop,
tablet, mobile web and native app
• Centralized UX/ UI team
• Independent Testing team & Device Lab
• Analytics team
• Performance management team
• On-going support and maintenance team
Right Team with Relevant
Experience
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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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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).
1. In-stream ads and branded posts
2. Contextual advertisement
3. Hyper-local mobile ad targeting
4. 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 $11.4 billion in 2013.
Revenue from global mobile advertising to grow 400 % between 2011 and 2016 - Gartner
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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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Watch the Video
If you are not on Mobile, then you are not Reaching the Consumer
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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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Watch the Video
Window Shopping Redefined by Adidas Neo
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Summary – Factors to Consider when Transforming from Web to Mobile
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. Build 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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References
1. http://digiday.com/brands/what-walmart-likes-in-mobile/
2. http://www.mobilecommercedaily.com/walmart-exec-the-biggest-asset-in-mobile-is-bricks-and-mortar-stores
3. http://www.warc.com/Content/News/Smartphone_penetration_at_50_by_2017_.content?ID=6570b974-d577-45d1-aa09-
8ca1be4947a0
4. http://www.idownloadblog.com/2013/01/12/pc-marketshare-drops-to-65/
5. http://mashable.com/2013/08/20/mobile-web-traffic/
6. http://www.bgr.in/news/india-to-register-72-mobile-penetration-by-2016-gartner/
7. http://ibnlive.in.com/news/india-has-5548-crore-mobile-owners-1432-crore-internet-users/420444-11.html
8. http://www.medianama.com/2012/12/223-india-has-137-million-internet-users-44-million-smartphone-subscribers-report/
9. http://www.webpronews.com/u-s-smartphone-penetration-hits-64-young-people-lead-the-way-2013-09
10.http://www.medianama.com/2012/12/223-india-has-137-million-internet-users-44-million-smartphone-subscribers-report/
11.http://techcircle.vccircle.com/2013/08/06/india-has-143-2m-mobile-internet-users-total-net-connections-stand-at-164-81m/
12.http://articles.economictimes.indiatimes.com/2013-07-30/news/40895200_1_facebook-co-founder-ceo-mark-zuckerberg-menlo-
park
13.http://techcrunch.com/2013/10/13/facebook-buys-mobile-analytics-company-onavo-and-finally-gets-its-office-in-israel/
14.http://money.cnn.com/2013/07/15/technology/innovation/yahoo-marissa-mayer-strategy/
15.http://247wallst.com/technology-3/2013/10/16/yahoo-and-marissa-mayer-doubters-simply-cannot-do-math-nor-know-history/
16.http://money.cnn.com/interactive/technology/yahoo-marissa-mayer-acquisitions/?iid=EL
17.http://news.cnet.com/8301-1023_3-57565857-93/yahoo-ceo-marissa-mayer-talks-mobile-strategy-and-more
18.http://www.huffingtonpost.com/andy-plesser/yahoo-video-chief-erin-mc_b_4032990.html
19.http://techcrunch.com/2013/09/11/marissa-mayer-yahoo-monthly-active-users-are-up-20-to-800m-including-350m-on-mobile/
20.http://www.usatoday.com/story/tech/columnist/shinal/2013/10/16/yahoo-results-suggest-lagging-mobile-ad-market-share/2995409/
21.http://www.forbes.com/sites/tomtaulli/2012/11/19/trulia-heres-how-to-monetize-mobile/
22.http://www.themobileplaybook.com/en-us/
23.http://venturebeat.com/2013/08/09/interstitial-mobile-ads-are-killing-it-25x-video-views-7x-conversions-9x-revenue/
24.http://www.afaqs.com/news/story/37785_Indian-ad-market-to-grow-by-7.8-per-cent-in-2013:-Magna-Global
25.http://www.medianama.com/2013/03/223-buzzcity-india-lai-kok-fung/
26.http://www.gartner.com/newsroom/id/2306215
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THANK YOU
Presented by:
Sirish Kosaraju
Co-Founder & COO, RapidValue Solutions
Email - [email protected]
Phone - +91 99454 81164
www.linkedin.com/in/sirishkosaraju
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