Nedma presentation-mobile-experiences-03-05-2015
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Transcript of Nedma presentation-mobile-experiences-03-05-2015
MEANINGFULCustomer Experiences on Mobile
Nirmal Parikh
Digital Wavefront - Your Technology Partner For Multi-channel Marketing
PHONES vs POPULATION
0
200
400
600
800
1000
1200
1400
1600
China India Indonesia US Brazil Russia
Population Mobile Phones
Phones PopulationPhones > Population
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GLOBAL Smartphone Reach
Experiences you deliver will increasingly be MOBILE.
27%
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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?
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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
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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
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EVOLUTION in Mobility
Proximate
To be Successful: INTEGRATED, SOPHISTICATED & INTIMATE
‘90s ‘01 ‘07 ‘09 2011+ 2015
Dermal Embedded
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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
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BATTLE Of Equals
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# 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
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
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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
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MONETIZING Your App
Free or Bust?Pay to download
“Free”mium
Ad-supported model
In-app purchases
Subscriptions
Carrier/OEM partnerships
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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
PROMOTINGYour App
Traditional
Carrier pre-installs
In-app Ads
OEM Partnerships
Social Media
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InformationTrustTransparency
DATA – Trust & Protect
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PoliciesSafeguardsEncryptionStoring Credit cards and other PIIInvestment
ENTERTAINING
EXCITING
DELIGHTFUL
SIMPLE
DISCOVERABLE
CONTEXTUAL
INTUITIVE
THOUGHTFUL
INTERACTIVE
POWERFUL
COOL
EMPOWERING
ENTERTAINING
PERSONAL
RELEVANT
EMOTIONAL
PERSONAL
UBIQUITOUS
CONVENIENT
BEAUTIFUL
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