Introducing eMobileMarch 1, 2011

Presenter: Suzanne Carawan, VP

Presenter: Tom Kingsley, CEO

PRIMER & RATIONALEetouches’ Mobile Design Principles

Smartphone Usage

eMobile Product Design Principles

• Start with the basics and keep it simple

• Avoid additional pain for event organizer and staff

• Start attendees down path of independence from paper and people and reliance on technology

• Create demand for increased networking/interactive capabilities

• Native Mobile App

• Integration between eReg and mobile app

Start with the Basics

• Serve the customer that we have today• Hard look at attendees’ usage:

– Client surveys, market feedback, prospect requests and personal experience told us:

• Adoption of event-specific mobile apps are still in infancy• Attendees not overly fascinated by complicated apps and just want

simple info• Usage period for the app is very short (less than 3 weeks) because

organizations seldom integrate mobile into the marketing plan and event’s educational content

• We need to get attendees hooked on using mobile at event in easiest way possible and then add to the communication channel by delivering additional features and ideas for usage

Avoid (More) Pain for Organizers

• Little education exists on mobile, lots of hype • Many event professionals now in technology buying

roles and haven’t been taught how to evaluate, what to look for, what to expect

• Event professionals often buying on price or getting from mobile partner for in-kind swap:– > no one using the mobile app– > not properly promoted– > organizer didn’t fill out all the necessary info because

there is additional set up of a centralized web application that pushes to mobile

Understand Behavioral Drivers• People that can afford to go to events still like paper• Move to mobile is less about mobile adoption than it is

about weaning people off of paper and to electronic communication/information reliance

• Resources stipulate that the move to mobile is needed and critical

• Focus instead on shaping attendee behavior towards using mobile for info access, scheduling, etc versus paper guides, etc.

• eMobile starts this process and then will add features to lead attendees down this path

Create User Demand

• Technology often fails not because of lack of features, but because of introduction/adoption strategies

• Less is more!• Achieve your target penetration rate of mobile usage

with a finite set of features• Users will begin to ask for more and then will use

features when they are released• Help event professionals learn product marketing

techniques of new product introduction and adoption strategies

Create User Demand

• Focus on the purpose and the value of what the mobile app delivers—never the features!

• Designed for simplicity, but convenience• Set up the situation so that users ask for

morerationale behind investing in native mobile app which can be easily used year-over-year and that we can add features to versus one-off sites each year that require rebuild

Select the Right Mobile AppMobile Sites

• .mobi

• Website optimized for use on mobile phones

• Pro: use on a variety of devices

• Pro: cheapest

• Con: requires internet access

Native Apps

• App built for each device’s platform and compiled

• Pro: can use without internet access

• Pro: greatest flexibility in adding in features

• Pro: fastest performance speed

• Con: features are platform dependent

• Con: more expensive and dependent on approval processes, etc.

Web Apps

•browser-based app that provides a version of a site

•More capabilities than .mobi site—features are selected for use on mobile

•Pro: cheaper than native

•Con: requires internet

Why Native? • No connection needed• Content stored locally on device• Uses Familiar Device User Interface

Results:

• Fast• Reliable• Familiar

New York Times, December 28, 2010

“ at the Web 2.0 Summit, where about 1,000 people heard such luminaries as Mark Zuckerberg of Facebook, Julius Genachowski, chairman of the Federal Communications Commission, and Eric E. Schmidt of Google talk about the digital future, the Wi-Fi slowed or stalled at times

Apple Debacle

• Steven P. Jobs, Apple’s chief executive, had to ask the audience at his company’s developer conference to turn off their laptops and phones after his introduction of the iPhone 4 was derailed because of an overloaded Wi-Fi network.”

New York TimesDecember 28, 2010

• “Wi-Fi was never intended for large halls and thousands of people, many of them bristling with an arsenal of laptops, iPhones and iPads.”

http://crowdcompass.comTimes. Topics. Places. People.

http://crowdcompass.comTimes. Topics. Places. People.

!

http://crowdcompass.comTimes. Topics. Places. People.

http://crowdcompass.comTimes. Topics. Places. People.

!!

Native App for Events

• Solves major pain points for organizers:– Attendees on the go– Attendees in continual internet dead zones including:

airplanes, hotels, taxis, shuttles, bars, ballrooms, convention centers

– No time or patience to maintain yet another technology hub of event information

– Works globally and across platforms because built for the platform

Why Crowd Compass

• Real apps with real cross-platform capabilities from which etouches can extend its product line

• Track record of apps for large technology tradeshows• Committed to event space• Large feature set of items that can be added• Willing to customize and build additional features if

needed• Product company before custom one-off or mobile

app dev shop

Integration to eReg Product

• eReg is etouches’ event registration, reporting and badge/certificate creation tool

• Integration solves major pain points for organizers and IT: – Created conduit for data exchange between etouches

product line and native mobile app from which to build– Event data automatically moved from eReg to the mobile

app once it is set up in eReg—nothing else to do– Any changes to eRegautomatically reflected. No dual

updating of information– Allows attendees to get info when they need it

PRODUCT OVERVIEW AND DEMOIntroducing eMobile

Cross-Platform eMobile

Blackberry Android iPhone iPad

DEMONSTRATION

Resources• eMobile overview (via email)• CrowdCompass: www.crowdcompass.com -search for “CrowdCompass” in Apple iTunes or

Android Marketplace

• etouches: www.etouches.com-free trials and regular product demos-new webinar series is coming, including event marketing plans! www.etouches.com/mix