Developing a Mobile App is one response to a handful of options for businesses interested in Mobile Strategy. This presentation looks at some of the tests of best practice mobile app development, and uses these tests to look at some of the highest reviewed mobile apps today.

1. ByAlessioBresciani

2. web: alessiobresciani.com twitter: @ScanTheFuture Linked In: linkedin.com/in/alessiobresciani
Alessio Bresciani is digital leader and strategist with15 years
experience in digital, across marketing, e-commerce, online
sales and mobile strategy. He has also written articles
published on TheFinancialBrand.com, Huffington Post
and Inc.com
About The Author
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About Presentation & Acknowledgements
The opinions, content and analysis expressed here are my own. Any companies mentioned within this material are used for analysis purpose only, and I do not have any
affiliation with these companies, nor have they endorsed this work. For the purpose of analysis I have used screenshots from specific mobile apps available to general users
or within the public domain and these screenshots have not been altered. References and sources are included where possible.
Thanks to: Netflix, Capital One, Evenote and Enlight for creating mobile apps of such high standard; Venture Beat, Nielsen, Business Insights, Digital Trends, Wikipedia for
industry commentary; PicJumbo for cover image.
Android® is a trademark of Google Inc. Apple®, iPhone®, iPad®, and App Store® are trademarks of Apple Inc.

3. Why Apps Are Important To Your Business
• Mobile apps could generate $70bn in
revenue by 2017 and were
responsible for $35b in mergers and
acquisitions in 20131
1. http://venturebeat.com/2014/04/29/mobile-apps-could-hit-70b-in-revenues-by-2017-as-non-game-categories-take-off/
2. http://www.businessinsider.com.au/mobile-web-vs-app-usage-statistics-2014-4
3. http://www.nielsen.com/us/en/insights/news/2015/so-many-apps-so-much-more-time-for-entertainment.html
4. http://www.digitaltrends.com/mobile/worldwide-domination-android-and-ios-claim-96-of-the-smartphone-os-market-in-2014/
Mobile Apps Are Creating
New Economies & Industries
Mobile Apps Dominate Over
Mobile Web
Mobile Apps Are Capturing
More & More Attention
• the use of Mobile Apps surpassed
Mobile Web for the first time in history
in 20142
• Monthly time in apps jumped from
approx 23 hours (4th quarter 2012) to
37 hours and 28 minutes (4th quarter
2014), accounting for a 63% increase in
only two years3
And Google & Apple still dominate.
Google and Apple’s operating systems shipped on a combined 96.3% of smartphone units in 20144
Mobile Apps are Transforming How We Use The Internet, Because…

4. Options To Make Mobile Part Of Your Digital Strategy
Desktop Site Only Optimised Site Responsive Site Hybrid App Native App
• The website does not cater
for mobile at all, so the site
appears on the mobile just
like the full desktop site (just
very small!)
• Mobile users browse the site
using ‘pinch and zoom’
• The website recognises the
mobile phone on entry, and
re-points the user to a
Mobile Optimised site
• This site caters for the
device, but is a different
code-base from the main
website
• The website is built to
dynamically reformat itself to
fit the browser window,
whatever the device
• So, if the user is on a mobile
phone, the site will change
to fit the device
• There are no separate
websites, just the one site
that reformats itself
• Hybrid apps use a mixture
of HTML and native app
components
• The most basic form is a
‘web wrapper’, a shell
downloaded and installed
on the device, which
accesses mobile
formatted web content
• Some hybrid apps are
advanced and use many
native components also
• Native apps are built for the
specific platform or device they
are used on and take advantage
of the many features available
on that platform (eg. access to
camera, biometric identity, etc)
• Native apps generally run faster
(fluid animation , faster graphics
API, etc) and, when done well,
can deliver superior experiences
Mobile App Options
1 2 3 4 5
Mobile Browser Options
Spectrum
There are 5 options to enable your mobile strategy; 2 of which relate to Mobile Apps

5. 5 Principles of The World’s Most Successful Mobile Apps
Key Question The Test Of…
#1
Does the mobile app answer a compelling and frequent
need, at a time when it’s important?
Compelling Need
#2
Does the mobile app perform ‘the compelling need’ and other
functions exceedingly well?
Exceedingly Well
#3
Does the mobile app fulfill a greater purpose in the user’s
life?
Greater Purpose
#4
Does the mobile app provide the user with at least one
magical experience?
Magical Experience
#5
Does the mobile app advance an objective for the business
that is creating it?
Business Objective

6. • Commenced its streaming
service in 2007
• Launched its app in 2010 on
iPhone, iPad and iPod
Touch
• In 2011 launched an app for
Android 1
• Overall the business has 65
million members globally3
Source: 1. https://en.wikipedia.org/wiki/Netflix; 2. http://ir.netflix.com/long-term-view.cfm; 3. http://ir.netflix.com/
#3. Greater Purpose
• We all like to be entertained and hate
waiting time (eg. in a queue, for a
plane, etc). The app fulfils the greater
user purpose of being entertained with
programming that’s loved
#1. Compelling Need
• Provides instant access to streaming
content to fill five minutes or five
hours, anywhere, anytime
#2. Exceedingly Well
• Whether a slow or fast internet
connection, across thousands of
devices, the app will provide an
optimised viewing experience
4. Magical Experience
• The app remembers what you’ve
watched and where you got to, so that
you can pick up where you left off,
even if you switch devices
5. Business Objective
• The company foresees the disruption
of Linear TV with Internet TV. 3
• The app supports its proposition, that
members can watch as much as they
want, anytime, anywhere, on nearly
any Internet-connected screen
NETFLIX

7. • Capital One is the eighth
largest bank holding
company in the United
States
• In 2014 it acquired Adaptive
Path and in 2015 Monsoon
to assist its mobile
development strategy2
• It offers apps for iPhone,
iPad, Apple Watch and
Android
#3. Greater Purpose
• Financial management and control is
important in peoples’ lives,…even
more so in a digital world. The app
supports the user goal of managing
‘financial health’
#1. Compelling Need
• Provides instant access to account
balances so that users know what’s in
their account and what they can spend
#2. Exceedingly Well
• With the app users can check pending
and settled transactions, as well as
query unknown or forgotten
transactions
4. Magical Experience
• The app facilitates ‘no surprise
charges’, by giving users real-time
payment notifications, for added
visibility and security on their accounts
5. Business Objective
• With the shift from cash-based to
electronic transactions, and the
worldwide trend toward digital
banking, digital enablement must be a
key focus for the business
CAPITAL ONE
Source: 1. https://en.wikipedia.org/wiki/Capital_One 2. http://recode.net/2015/07/08/capital-ones-string-of-mobile-acquisitions-turns-into-a-monsoon/

8. • Enlight is an all-in-one
application that combines
state-of-the-art features and
unprecedented image-
processing technology for
an unforgettable user
experience
• Launched Mar 2015, Enlight
expanded to iPad July 2015
• The app is available only for
iOS (iPad and iPhone), with
a current 4.5+ rating
ENLIGHT
#3. Greater Purpose
• Photographs are an essential part of
life, that allow us to record our
memories and share them with others.
This app makes it easier than ever to
edit, save, send and share photos that
look incredible
#1. Compelling Need
• The app lets anyone edit a photo and
make it look as exceptional and artistic
as it possibly could
#2. Exceedingly Well
• There are many photo apps out there.
Enlight is exceptional because it
brings the best features of all apps into
a single app with a simple user
interface
4. Magical Experience
• Enlight offers new features that, until
now, were only seen on desktop
editing software
• This makes it an excellent choice for
hobbyists and pro photographers alike
5. Business Objective
• Lightricks (the app’s creator) wants to
become a dominant force for creativity
on mobile devices and envisions a
whole staple of apps to achieve that
goal. Enlight supports this vision
Source: 1. Press Kit - https://www.enlightapp.com/blog/history-double-exposure-photo-contest-win-iphone-6/ 2. Venture Beat Article
~ Dan Berman, Berman, founder of Mobile Photography Awards
"Most great photo apps succeed because they do one thing
exceptionally well. Enlight succeeds because it does everything
exceptionally well,”

9. • Evernote is a cross-platform
app designed for note
taking, organising, and
archiving
• Evernote supports iOS,
Android and Windows
Phone as well as other
operating systems
• The company’s services
reach more than 100m
worldwide
EVERNOTE
#3. Greater Purpose
• Evernote’s website states “whatever
you’re working toward, Evernote’s job
is to make sure you get there’’
• The app delivers on this promise,
providing the one app for people to
collect whatever they may need to
build on their ideas
#1. Compelling Need
• As a long time user of Evernote, the
compelling need this app serves is for
the user to remember everything and
bring order to what is captured
#2. Exceedingly Well
• While the app does many things well,
its ‘capture abilities’ are exceptional
• Take a photo, write bullet points,
record a voice memo, photo-scan a
sketch…all of these inputs ensure no
idea…no matter how big or small…is
lost
4. Magical Experience
• The app allows users to take a photo
of hand-written notes (or sketches)
and to search those sketches for key
words using Optical Character
Recognition
5. Business Objective
• Evernote builds apps and products
that are defining the way individuals
and teams work today.2
• While Evernote started with a website,
apps are now an essential part of its
proposition
1. https://evernote.com/corp/
2. https://en.wikipedia.org/wiki/Evernote

10. ByAlessioBresciani
www.alessiobresciani.com