As Presented at Internet Retailer by:
Thomas Nawara, Vice President of Digital Strategy & Design, North Central Region, Acquity Group
Julie Ask, Vice President & Principal Analyst, Forrester Research Inc.
Christopher Barcelona, Associate Director Emerging Media, Resource Interactive
Creating and selling mobile apps is almost an industry unto itself today. There are thousands that consumers are willing to pay a dollar or two to get on their phones, and many others that they'll happily add to their phones for free. This session will take a quick look at the universe of apps that apply to selling merchandise, tickets or travel accommodations and project their development over the next few years. Then it will dive deep into examples of mobile apps that are available now. Our expert—and opinionated—speakers will demonstrate apps and explain why each one hits or misses. The app industry is young enough that standards are yet to develop, so be prepared for lively debate among our presenters as they share opinions about what they like and don't like.
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Mobile apps: The good, the bad, the …
1. Mobile Apps The Good. The Bad. The… Internet Retailer / Oct. 12, 2O1O Julie Äsk Vice President / Forrester Research Tom Nawara VP of Digital Strategy & Design / Acquity Group Christopher Barcelona Director, RI:Lab / Resource Interactive
6. Tom Nawara VP of Digital Strategy & Design Acquity Group
7. Acquity Group is one of the top 5 independent digital agencies in the country*, providing end-to-end digital strategy, design and technology solutions for some of the leading brands in the world. 2001 founded 350 employees 10 offices globally 500 clients, 1000s of initiatives *Top 5 independent digital agency – 2010 AdAge
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9. Organizations are beginning to make big strides in mobile commerce. Here are some of the top performers in this year’s assessment: 2O1O Mobile Commerce Audit Results
10. Acquity Group’s mobile assessment framework is broader than the criteria used for the 2010 Mobile Commerce Data Book and includes analysis across the following three categories: Evaluating Mobile Apps USABILITY CONTEXTUALITY VALUE An assessment of the experience design of the application, including task flow, user experience and general design sensibilities. An assessment of an application’s usefulness when/where the user needs it. The reach of an organization’s mobile program is also factored into this rating. An assessment of the functionality of the app and its ability to perform the transactions both the user and business require.
12. Top independent Digital Agency. Women owned and operated (WBEN certified) Founded in 1981 315 associates, 6O client brands Offices: Columbus, Cincinnati, Palo Alto Named as Wall Street Journal Top Workplace Resource Interactive
13. Mobile: The New PC By year’s end, there will be over 1 billion mobile devices accessing the internet , gaining quickly on the 1.3 billion PCs. (growth rate of 2.5x) Data: IDC
14. Mobile: The New PC As smartphone ownership now comprises 25% of all cellphone ownership, mobile ad sales will enjoy growth of more than 2O cents of every online ad dollar spent next year. Data: Borrell Associates 2011 Ad Forecast Memo - Sept. 3rd, 2010
15. Mobile: The New PC “ There’s no chance the iPhone is going to get any significant market share. No chance.” Steve Ballmer, Microsoft CEO 2OO7
16. Mobile: The New PC There have been over 5O million iPhones sold and there are over 25O,OOO apps in the App Store with over 4 billion apps sold . Data: TechCrunch – April, 2010 / Apple – Sept. 1, 2010
17. Mobile: The New PC Apple sold over 3 million iPads in 8O days. Over 1 million iPad specific apps were downloaded on the first day of availability. Data: Apple - April 8th, 2010 | CNBC - May 3rd, 2010
27. Thanks! For more information contact: Christopher Barcelona / Director – RI:Lab / Resource Interactive [email_address] Julie Äsk / Vice President / Principal Analyst – Forrester Research [email_address] Tom Nawara / VP, Digital Strategy & Design – Acquity Group [email_address]
Notas del editor
Mobile has truly become the centerpiece of our customers’ lives and the way they connect instantly to all the information they need. - To illustrate that point…
- Mobile web browsing and app usage continues to rise - as does the success of mobile advertising. - As we see more and more brands embrace Mobile as a crucial component of their relationships with their customers... - ...We’re seeing mobile advertising play an increasingly important role in connecting w/ those customers.
- We think this quote from Steve Ballmer is pretty funny…
- The reality is that there are over 50 million iPhones that have been sold - Over 185,000 apps in the App Store. - And those apps have been downloaded over 4 billion times.
- And, as you know, Mobile is about more than just the iPhone or Android device that’s in your pocket. - It’s also about the emergence of Tablet computing - And bearing that out are some staggering stats re: Apple’s new iPad which, like the iPhone, is redefining the way we think about Tablet computing - ...Over 3 million iPads were sold in the first 80 days of their availability Along with 1 million iPad specific apps downloaded on the first day of availability. - And the game isn’t limited to Apple’s iPad & iPhone either. - There are rumored to be numerous Android powered Tablets coming to market in the coming year (The Samsung Galaxy Tab is already confirmed…) and Android phones were the most popular O.S. among U.S. customers who bought Smartphone's in the last 6 months according to Nielsen. ...Signaling that the industry really believes in this form factor and where it fits into consumer’s lives. - Devices like this could, in fact, revolutionize magazine and newspaper publishing, video/tv consumption, web browsing, catalogs & retailing and therefore advertising. - Something to definitely keep an eye on.
Usability: (Above Average) Although the interface is slightly complicated, a significant amount of information is presented in a fairly usable way Contextuality: (Excellent) Location-aware store locator, ability to scan QR codes, and compare products among the features that make this app very usable in-context Value: (Excellent) Users can find, compare and purchase products in a variety of ways. Can also use Reward Zone points. Best Buy sells product, builds loyalty, etc.
Usability: (Above Average) Simple, usable interface Contextuality: (Average) Location-aware store locator, ability to “share” products via FB, Twitter or email Value: (Below Average) Lack of any real commerce functionality for users or JC Penney. Saving grace is a Mobile Alerts sign-up in the “More” section