So you want to take your business mobile?
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Transcript of So you want to take your business mobile?
@alisonheittman @dcww #gomobile
So you want to take your business mobile?
February 26, 2013 for DC Web Women at iStrategy Labs
1Wednesday, February 27, 13
Alison Heittman, CEO Solertium
✤ Former corporate librarian
✤ Information architect
✤ Woman with many hats & collaborative problem solver
✤ I build web and mobile applications for outstanding brands
@alisonheittman @dcww #gomobile
2Wednesday, February 27, 13
The Reference Interview
Conversation between a member of the library reference staff and a library user for the purpose of clarifying the user’s needs and aiding the user in
meeting those needs.
- Bopp & Smith, Reference and Information Services, An Introduction
The great thing about being a librarian is you don’t have to know everything, just how to find everything.
- me
@alisonheittman @dcww #gomobile
3Wednesday, February 27, 13
Your expertise is required.
✤ You have expert knowledge of your industry
✤ Your developer should have expert knowledge of application development
✤ You + Developer = Your App
elephant tracker
frequent traveler award voting
citizen science/bird monitoring
burger, burrito, and boulangerie
Emirates cultural project
iPad restaurant point of sale
@alisonheittman @dcww #gomobile
4Wednesday, February 27, 13
Your team
✤ Internal stakeholders: expert knowledge of the problem & market
✤ Marketing: branding, promotion, market research
✤ Graphic design: asset development
✤ User experience: leverage platform features to provide best UX
✤ Software developers: expert knowledge of platform(s), development
✤ Quality assurance: testing
✤ Project management: keep everything on track@alisonheittman @dcww #gomobile
5Wednesday, February 27, 13
Need vs Want
@alisonheittman @dcww #gomobile
6Wednesday, February 27, 13
Why do you want to have an app?
✤ Save staff time
✤ Reduce costs
✤ Increase revenues, visitation, loyalty
✤ Attract new customers
✤ Insight into customer behaviors
@alisonheittman @dcww #gomobile
7Wednesday, February 27, 13
Who is your app for?
✤ Your clients?
✤ The general public?
✤ Other businesses?
✤ Your staff?
@alisonheittman @dcww #gomobile
8Wednesday, February 27, 13
@alisonheittman @dcww #gomobile
Smartphone & Tablet Ownership (MM)Source: comScore MobiLens & TabLens, US, 2003-2012
9Wednesday, February 27, 13
Have you asked your users what they’d like you to build?
@alisonheittman @dcww #gomobile
10Wednesday, February 27, 13
@alisonheittman @dcww #gomobile
Top Mobile Media Activities by Share of Smartphone and Tablet UsersSource: comScore MobiLens & TabLens, US, 3 month avg ending Dec ’12
11Wednesday, February 27, 13
Find the pain, then solve it.
@alisonheittman @dcww #gomobile
12Wednesday, February 27, 13
Market research
✤ Do you have first mover status, and is that good or bad?
✤ You get there first, so yay✤ How hard will it be for your competitors to catch up?✤ Can you learn from your mistakes as easily as they will?
✤ How much is achieving parity with your competitors worth? Can you do it better?
✤ Evaluate successful competitors
✤ Evaluate failed competitors@alisonheittman @dcww #gomobile
13Wednesday, February 27, 13
What can you leverage?
✤ Customer portal?
✤ Internal tools you could expose to your customers?
✤ Desktop tools that your employees could benefit from accessing on smartphones & tablets?
✤ Paper forms?
✤ Digital media?
@alisonheittman @dcww #gomobile
14Wednesday, February 27, 13
5 Whys
@alisonheittman @dcww #gomobile
✤ Get money
✤ Save money
✤ Achieve mission
Should result in:
15Wednesday, February 27, 13
Where do you fit in?
✤ iTunes App Store: Books, Business, Catalogs, Education, Entertainment, Finance, Food & Drink, Games, Health & Fitness, Lifestyle, Medical, Music, Navigation, News, Newsstand, Photo & Video, Productivity, Reference, Social Networking, Sports, Travel, Utilities, Weather
✤ Google Play Store: Games, Books & Reference, Business, Comics, Communication, Education, Entertainment, Finance, Health & Fitness, Libraries & Demo, Lifestyle, Live Wallpaper, Media & Video, Medical, Music & Audio, News & Magazines, Personalization, Photography, Productivity, Shopping, Social, Sports, Tools, Transportation, Travel & Local, Weather, Widgets
@alisonheittman @dcww #gomobile
16Wednesday, February 27, 13
How will you stand out?
✤ more than 775,000 apps
✤ 300,000 native iPad apps
✤ 500 million active accounts
✤ 40 billion total downloads
✤ 20 billion downloads in 2012
✤ 2 billion downloads in Dec
✤ 649,155 apps & games
✤ 25 billion downloads from Play
✤ 504,988 free apps, 146,475 paid
✤ largest installed base
✤ 1.5 billion downloads/month
✤ plus other Android stores
Sources: Jan 7 ’13 Apple press release; Feb 25 ’13 AppBrain stats, and Google at developer.android.com @alisonheittman @dcww #gomobile
17Wednesday, February 27, 13
Ask yourself the hard questions
✤ Why would someone download/use your app?
✤ How will they know you have an app?
✤ Why would they open it a second time?
✤ How likely are they to stop using it?
✤ What bad things will they say about your app?
@alisonheittman @dcww #gomobile
18Wednesday, February 27, 13
How will you measure success?
✤ # of downloads, installed base
✤ size, frequency of orders
✤ media coverage
✤ customer feedback (both in iTunes/Play stores and in-app)
✤ brand awareness
@alisonheittman @dcww #gomobile
19Wednesday, February 27, 13
Have you asked your users what devices they use?
@alisonheittman @dcww #gomobile
✤ Mobile web
✤ iPhone, iPod Touch
✤ Android smartphones
✤ iPads
✤ Android tablets
✤ Android eReaders (KindleFire, NookHD, etc)
✤ other OS: BlackBerry, Windows, Firefox, etc.
20Wednesday, February 27, 13
@alisonheittman @dcww #gomobile
Share of Browser-Based Page Traffic by Hour for Computer, Smartphone and Tablet PlatformsSource: comScore Device Essentials, U.S., Monday, Jan. 21, 2013
21Wednesday, February 27, 13
Go native or mobile web or both?
@alisonheittman @dcww #gomobile
22Wednesday, February 27, 13
Have you asked your users what they want?
@alisonheittman @dcww #gomobile
23Wednesday, February 27, 13
Your audience may surprise youFrequent Travelers overwhelmingly carry iOS devices! So far, less than 10% of mobile voters in this year’s Freddie Awards are using Androids.
@alisonheittman @dcww #gomobile
24Wednesday, February 27, 13
Native apps: pros & cons
✤ Litmus test: You need access to hardware features of the device that you can’t get to via the browser
✤ Pro: Launcher icon = constant brand presence
✤ Con: harder and therefore more expensive to build
✤ Con: harder to approve and deploy
✤ Con: cost multiplies by the number of platforms you support
@alisonheittman @dcww #gomobile
25Wednesday, February 27, 13
@alisonheittman @dcww #gomobile
What do these have in common?Hint: litmus test
26Wednesday, February 27, 13
Mobile web: pros & cons
✤ Litmus test: You have to build something that is standards-based and equally accessible to everybody
✤ Pro: nothing to install = less activation energy
✤ Pro: more forgiveness by users
✤ Pro: no deployment lag
✤ Con: inferior user experience; slower, doesn’t have access to all the platform features (but this is changing)
@alisonheittman @dcww #gomobile
27Wednesday, February 27, 13
@alisonheittman @dcww #gomobile
Seasonal appFreddie Awards desktop voting app, used annually Feb 15 - Mar 30
28Wednesday, February 27, 13
@alisonheittman @dcww #gomobile
News Portal with a mobile audienceelephantsinperil.org, leverages Twitter Bootstrap
29Wednesday, February 27, 13
Hybrid apps
✤ Can be the best of both worlds, when built correctly
✤ There are online tools out there that can help you to build these
✤ Industry-specific
✤ Technology-specific
@alisonheittman @dcww #gomobile
30Wednesday, February 27, 13
@alisonheittman @dcww #gomobile
Developer lunchExample: open source conference app code on GitHub
31Wednesday, February 27, 13
User support
✤ App store reviews
✤ Social media (Twitter, Facebook, Google+, etc.)
✤ Blogs
✤ In-app Feedback Forms
✤ Google Play allows developers to reply to reviews
✤ Exception logs
✤ Analytics
User managed You manage
@alisonheittman @dcww #gomobile
32Wednesday, February 27, 13
You want to hear from your users
@alisonheittman @dcww #gomobile
33Wednesday, February 27, 13
And now.... The Talk
@alisonheittman @dcww #gomobile
34Wednesday, February 27, 13
Planning your roadmap
✤ Initial Release
✤ Identifying & prioritizing new features
✤ Frequency of updates
✤ How will you deal with changes in technology?
@alisonheittman @dcww #gomobile
35Wednesday, February 27, 13
@alisonheittman @dcww #gomobile
How much does it cost to build an app?How much does it cost to build a house?
Source: Http://en.wikipedia.org/wiki/File:Highclere_Castle.jpg
36Wednesday, February 27, 13
Questions?
@alisonheittman @dcww #gomobile
Twitter: @alisonheittmanGoogle+: alison.heittman
email: [email protected]
37Wednesday, February 27, 13