2. Eric Tang
Business Strategy Director
Product Director
Part-time Teacher in Nanjing University
Young Entrepreneurship
Mobile App, New Media and Digital Publishing
Founding President of Hong Kong Young
Entrepreneur Alliance
Co-Founder of Startup Leadership Programme
(Hong Kong Chapter)
Co-Founder of AppGreen Limited
http://www.4d.com.hk 2
3. Make Friends with
• We have 50 talents in local team and over 100 people in global
team
• Supporting region: Hong Kong, China, the Philippines, Taiwan and
Canada
• We have full team in account servicing, project management,
technical and creative work
• In 2010 to 2012, we developed over 150 mobile apps, 100
websites, 50 mobile websites and managed over 50 mobile &
social media campaigns
http://www.4d.com.hk 3
4. Mobile & Social
Application
•iOS, Android App
•Mobile Web &
Game
•Web and Social App
•Facebook App
•Augment Reality
Solution
•Indoor Positioning
•LBS Solution
mCommerce
•mCommerce
Strategy
•Mobile Shopping &
Commerce Solution
•Mobile Payment
•Social Commerce
•O2O Marketing
New Media
Marketing
•Digital Strategy
•WOM Marketing
•CPC, CPA & Mobile
Advertising
•Social Media
Marketing
•Digital Campaign
Management
•eDM Management
•Digital Analytics
Digital Publishing
•iOS & Android
eBook Publishing
•Enterprise Digital
Publishing
The winner of 2011
Red Herring Asia 100
Top 100 Growth Award
of Asia Brand
7 Kam Fan Awards 2012
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7. MOBILEWHY
1MILLION
SMARTPHONES
SOLD DAILY
50%
OF DATA IS NOW CONSUMED
ON MOBILE DEVICES
AND GROWING
66%
ROUGHLY TWO-THIRDS
OF AMERICANS HAVE
AN APP DEVICE
80 MINS
MOBILE USERS SPEND
80 MINUTES IN APPS
EVERY DAY
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12. Modern Shopper’s Expectation
• Special shopping experience
• Get exclusive discount
• Shopping anytime anywhere
• Buy products with stories
• Share shopping experiences
• Instant access to expertise
• Wants to be offered a prefect
match
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13. 0 10 20 30 40 50 60 70 80 90
China
Taiwan
UK
USA
Percentage
Country
What Smartphone users usually do with their phones?
Smartphone owners Used online/mobile
shopping coupons
Smartphone owners Accessed a social
network
Smartphone owners Searched for
restaurants/pubs
Smartphone owners Purchased a
product/service
Smartphone owners Product search
Smartphone owners Browsed the Internet
Smartphone owners Used an application
Smartphone owners Tethered to a
computer
Traditional retailers have been facing serious challenges recently
Source: http://www.flickr.com/photos/unav/4118995807/sizes/z/in/photostream/
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14. Traditional retailers have been facing serious challenges recently
85%of US consumers
are expected to
use their phone
while shopping
in-store in the
2012 holiday
season Source: http://www.flickr.com/photos/ljrmike/6981556406/http://www.4d.com.hk 14
15. 41
60
69
65
0 10 20 30 40 50 60 70 80
China
Taiwan
UK
USA
Has ever purchased on smartphone
Smartphone owners No
Smartphone owners Yes
Traditional retailers have been facing serious challenges recently
Source: http://www.flickr.com/photos/nrkbeta/3905907681/sizes/z/in/photostream/http://www.4d.com.hk 15
16. Source: Mobile Commerce Guide of ebiDigital
Mobile Conversion Funnel
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17. Tips for Gaining Mobile Data - 1
• Google Mobile Planet
– http://www.thinkwithgoogle.com/mobileplanet/en/
– A regular survey for different countries starting in 2011, this
enables you to prepare your own reports.
• ITU
– http://www.itu.int/ITU-D/ict/
– The International Telecoms Union data reports mobile usage
including mobile broadband subscriptions to show growth in use
of mobile. This reported at country, continent and overall levels,
so is the best overall source for mobile penetration worldwide.
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21. Tips for Gaining Mobile Data - 2
• Xyologic app download reports
– http://www.xyologic.com/app-downloads-reports
– This is a great source for showing the overall level of app usage
across the four major mobile app platforms by country and
drilling down into the popularity of individual apps for different
sectors like retail, banking and travel. Around 30 countries are
covered
• Flurryblog
– http://blog.flurry.com
– For specific reports on trends in app usage. For example, this
recent compilation of app usage shows the dominance of games
and social networking and the potential of utilities.
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23. Tips for Gaining Mobile Data - 3
• Comscore Digital Future Series
– http://www.smartinsights.com/marketplace-analysis/customer-
analysis/new-free-worldwide-digital-media-statistics-reports-
starting-with-uk-us-and-europe/
– Comscore is one of key worldwide sources useful for marketers to
help us find out about the changes in use of mobile media by
consumers.
• Ofcom Internet usage report
– http://www.smartinsights.com/marketplace-analysis/customer-
analysis/new-internet-usage-report/
– Ofcom’s seventh International Communications Market
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25. ELEMENTS NEED FOR BUILDING AN CHARMING APP
What is your purpose?/ What kind of result do
you expect?
Design for your target group/ Imagine the user
scenario
Highly leverage on what a smartphone can do
A user-friendly experience/ Think what your
customers think/ Don’t plan too much
Launch the app smartly and how to maintain
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26. FUMET Framework
Fluent in manipulation
User Experience
Marketing
Extendable
Targeting
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27. What is your purpose?
/What kind of result do you expect?
It is NOT a small/mini version of your website
Branding-based/Transaction-based/Campaign-
based
Who do you want to attract?
Newbie to your company
Non-loyal clients
Loyal clients
Viral effect/Attract your potential clients to
download
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28. Design for your target group
/ Imagine the user scenario
What do your target group need
Why they want to download your app
motivation by designing functions
Imagine how they use your app in different
scenario
What kind of problem or need can be solved by
app only
What kind of process can be shortened by your
app
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29. Highly leverage on what a smartphone can do
Touch Screen
Camera/QRCode/Augmented Reality
Motion Detection/Sound Detection
GPS
NFC
Internet Access/Phone Book Access/Photo
Access/Social Sharing Service Integration
Push Notification
Instant Messaging/Communication with others
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30. A user-friendly experience
/ Think what your customers think
/ Don’t plan too much
Make sure you know how they interact with
different operating system/different
phones/different devices
Don’t include too much functions in one app
Keep it simple and easy
Lean Development
Solve the real problem
Design and User-friendly is the most important
thing
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38. Launch the app smartly and how to maintain
When to launch, how to launch
Your app design itself is the best selling point
Collect user feedbacks and modify your
development plan
Killing function
Catch the real need
2 weeks to 1 month for one version update
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39. Advertising Strategy
Think what your
users think
Design in-line
layout with
devices
Minimize the
loading time
Offer a strong call-
to-action
Learn from
analytics tool
39http://www.4d.com.hk
49. Please Drop Me a Line
Eric Tang, eric@4d.com.hk/98591902
Four Directions
Room 511, Block B, Hoi Luen Industrial Center,
55 Hoi Yuen Rd, Kwun Tong, Hong Kong
Tel.: (852) 2154 0069
Fax.: (852) 3016 9790
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