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Kotikan Guide to Mobile Development
- 1. Mobile Development – Ross Wilson 4 October 2012
- 2. Introduction • Rise of Mobile • Mobile site? HTML5? Native? • Platforms • How do you create an app? • What makes a good app • How to make an app successful
- 4. ‘Nation addicted to smartphones’ •2011 smartphones and tablets shipped more units than desktops and notebooks for the first time •51% in EU now have a smartphone •Average person looks at their phone 150 times a day •Not early adopters
- 5. Where are people using mobile? •Shopping •On the bus •On holiday •At work •At home… •In bed •Watching tv
- 8. What this really means… • 24 – The number of web site visits the average smartphone user makes per day • Our own site has 24% mobile traffic (15% 6 months ago) • 94% of smartphone users have searched for local info
- 9. Travel • 19.5% of search queries relating to hotels are made via mobile • Expedia use mobile to target last minute bookings. More than 50% of bookings are made in the same location, and on the same day. • Fringe - 57% of tickets were bought within 24 hours of the show.
- 10. Retail • Since launching the mobile site ASOS mobile sales have risen by more than 800% in 12 months • In the UK the proportion of people using mobile banking increased from 9.7% in 2010 to 20.4% in 2011 • Paypal $4 billion in 2011 from $750 million in 2010
- 11. What kind of mobile project?
- 12. Mobile Web • Simple way to have mobile presence • Most devices now have web browsers • Some terrible web experiences on mobile, some sites don't work • Can lead to large increase in sales through lastminute/impulse purchases
- 13. Examples
- 14. Examples
- 15. Apps vs. Mobile Web .
- 16. App advantages •Refined, engaging experience •Stronger connection with audience •Offline functionality •Access to mobile features –Location awareness - Camera –Accelerometers - Push notifications –Contacts - Calendar
- 17. When to create an app •Audience is asking for one •Significant mobile access to website •You have something relevant to mobile users
- 18. Platforms
- 19. Platforms • Currently sees on average 30% more sessions in comparable apps • 54% market share (iPhone is 36%) • Growing incredibly quickly • Less than 4% market share • Growing and moving into enterprise • Around 5% market share • Shrinking rapidly • Generally locked down devices
- 20. Native Applications vs Cross Platform • Supporting all these is expensive • Cross platform tools - Phonegap, titanium etc. • Can work well for simple apps where user focus is the content • Rich interaction often turns into more work than doing it native for each platform. • Can cause problems when the quality of the user experience matters
- 21. Native Applications vs HTML5 • “Facebook’s biggest mistake was focusing virtually all its mobile efforts on HTML5” • Amazon web response test – 100 millisecond delay in page loading resulted in a 1% drop in revenue • Even more important on mobile • HTML5 can be very effective where content is the main focus
- 22. Why we build native apps • We think native applications are better than those made using cross-platform tools • Creating iOS and Android apps covers over 90% of mobile page views • Refined engaging experience – users expect it • Web apps are slower - Javascript in a mobile web app runs 3x slower than in the Safari browser
- 23. How do you create an app?
- 24. Process 1. Objectives 2. Brainstorming 3. Storyboard 4. Design 5. Development 6. Quality Assurance 7. Release 8. Marketing
- 25. What makes a good app?
- 26. Value • Do something that provides real value for the user • It should be functionality or a service that users will come back to again and again
- 27. User experience • Small device necessitates a highly focused user experience • Apps aren’t for early adopters any more • Mobile devices won’t demand full attention • Personal devices
- 28. Relevant • Should take into account how people use devices • Marketing apps should reflect the brand in the right way • Fills an existing requirement
- 31. Simplicity
- 32. How to make an app successful
- 33. App Marketing •Existing Channels •App store description and key words •App store ranking – virtuous cycle •Launch
- 34. Thank you
- 35. Kotikan.com @Kotikan
Notas del editor
- Ofcom study of the communications industry in the UK called us a ‘Nation Addicted to Smartphones’ A few interesting statistics here demonstrate how mainstream this technology has become, big shift away from early adopters We think it is worth having a mobile presence?
- 39% Use it on the toilet
- Reasons why creating a mobile site is a good idea Creating apps is more complicated, takes longer Devices increasingly have mobile browsers, smartphones taking up increasing amount of marketshare, even feature phones often have web browsers Many aren’t aware that their sites don’t work on mobile or offer a very poor experience – use flash, have HD video on first page Opportunity, drive footfall, sales, source of information – This can be a custom designed mobile page with streamlined purchase, researched for last minute purchases – or basic but very functional location, phone number
- - Different levels of mobile sites all from big companies - Chupa Chups – doesn’t work at all on iPhone Apple – Bad difficult to read and navigate on mobile devices Android – good – minimalist – readable - navigable
- Ours is very simple – navigation on first screen - scroll to see different items on homepage – social media options at the top AsosT – not simply a smaller version of the site, designed differently simple navigation does not try to replicate full website. cuts out the excess content but very direct at driving sales Nandos – Simple – guesses people want to find a restaurant – when you press that you get a phone number – location on map All effective sites and a good way to make use of mobile web
- So why would you use apps instead of mobile web? Strong connection with your audience Works offline!
- Audience wants one, is there an expectation your company should have an app? Do competitors? Have you had significant correspondence asking for one from consumers? Clients? Is there significant mobile access to the site – this can be a sign that a slick refined app would be of great value Depends on what users are doing. If they simply want basic information this could mean a mobile site is useful? Check what devices people are using, how they are using site - Google analytics Relevant to mobile use context – Fringe people out and about want to find shows, buy tickets - Skyscanner – clear travelling scope, people at airports missed flights, frequent travellers who use mobile devices a lot
- most of the time it does - user have very high expectations).
- Responsiveness is King Why didn't it work - Responsiveness is King. load times in facebook app resulted in average rating of 1.5 stars As a non mobile example. amazon introduced a 100millisecond delay into their page loading as a test. That delay resulted in a 1% drop in revenue. On mobile its even more important as people are distracted and often doing something else. Difficulty with HTML 5 when trying to replicate app like functionality (fine for simple suff) is that the support from browsers vary massively. Some browsers don't support specific features required, lots of features implemented slightly differently on each browser.
- Should provide some value - whether thats making lives easier or entertaining. If not something rich that people will come back to perhaps its a mobile website? It can be something based on and existing service or can be something new that aligns with the brand and achieves some related to that for the users.
- Should provide some value - whether thats making lives easier or entertaining. If not something rich that people will come back to perhaps its a mobile website? It can be something based on and existing service or can be something new that aligns with the brand and achieves some related to that for the users.
- Website HAVE LINK ON HOMEPAGE Separate app landing page Blogs PR Traditional advertising