The complete presentation from the Mobile Technology & Strategy Workshop at the 2013 Women in Technology Summit. Includes slides from Bess Ho and Amanda McConnell.
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WITI Summit 2013 Mobile Technology Trends & Strategy
1. Women Powering Technology Summit
Workshop: Mobile
Workshop: Mobile
Jun 2, 2013
Santa Clara CA
Bess Ho @bessBess Ho @bess
Archimedes LabsArchimedes Labs
Mobile TrendsMobile Trends
11. Desktop Laptop vs Tablet
Kleiner Partner Mary Meeker’s 2012 May Report
12. Big Data
In 2011 Mobile data was 8x the size of web
data in 2000
No. of mobile devices exceeds no. of
worldwide population by 2013
Cisco’s Visual Networking Index (VNI) Mobile Report 2012
16. mVideo
52% of mobile traffic is Video
Mobile video is Top activities for mobile users
By 2016 70+% mobile traffic will be Video
Cisco’s Visual Networking Index (VNI) Mobile Report 2012
17. Audio Video Streaming
YouTube is the largest source of mobile web
traffic 12-25%
Netflix 2%
Pandora 6%
Sandvine 2012 Report
19. 2013 Mobile Trends
78% of retailers will invest into mobile commerce.
In 2012 over 41% of smart phone users have
already made purchases using mobile. It is
estimated it will almost double in 2013.
62% of shoppers search for deals digitally for half
of their shopping trips
52% of adults use their mobile while shopping for
advice before making a purchases
20. Shopping Process
Consumers are increasingly beginning the
research and shopping process on
smartphones and tablets and then
migrating the buying to the device itself or
influencing the purchasing decisions in-
store
Research Shopping Buying on Device
Purchase In-Store
11 22 33
26. With one out of two phones are web- and
application-enabled, mobile payments are
predicted to reach up to $214 billion by
2015.
Users are no longer buying only phone-
related stuff using device. It shifted
towards in-store-like purchases: books,
apparel, jewlery, etc. This hints at 2013
being a critical year for mobile’s influence
on other retail channels.
2013 Mobile Trends
27. 2013 Mobile Trends
Gamification driven marketing campaigns
Mobile Camera is an effective way to interact
with customers or to gather information 1)
take a photo of receipt instead of mailing it 2)
take a photo of credit card instead of filling the
form fields 3) take a photo of hotel room instead
of writing a review
29. In-App Purchase
30% of iOS revenue comes from in-app
purchases in 2010
34 of Top 100 Grossing apps are free
monetized by in-app purchases
Epic Games made $10 Million in 2011 from
Infinity Blade 40+% from in-app purchases
Gamesbrief.com 2011
30. In-App Purchase (IAP)
Average transaction in-app purchase $14
(iOS or Android)
14x revenue than Freemium
51% Revenue from in-app purchases
comes from transactions of over $20
Of that 51%, 30% comes from $50+
transactions
Gamesbrief.com 2011
31. IAP is Addictive
56% of game player that spend a dollar
come back to spend a 2nd time
25% spend 3 or more times
Gamesbrief.com 2011
Spending is a habit
32. Dogs vs Cats
Gamesbrief.com 2011
Loyalty is GOLD
Loyal Purchaser = 20 x One-time Purchaser
20 : 1
Top Purchaser = 100 x Loyal Purchaser
37. Mobile Strategy
Early DaysEarly Days
NativeNative
AppApp
MobileMobile
Web AppWeb App
NativeNative
AppApp
WebWeb
AppApp
Fred WilsonFred Wilson
VC, Union Square VenturesVC, Union Square Ventures
““Mobile First Web Second”Mobile First Web Second”
39. iOS SDKiOS SDK
UIWebViewUIWebView
CloudCloud
HTTPHTTP
GET / POSTGET / POST
REST APIREST API
XML / JSONXML / JSON
Strategy IStrategy I
Native AppNative App
usingusing
Objective-CObjective-C
• UIWebView is a lite versionUIWebView is a lite version
of Safari browserof Safari browser
• Update without approvalUpdate without approval
processprocess
• Content is layout in HTML5Content is layout in HTML5
• Share same contentShare same content
• Update using CSS templateUpdate using CSS template
40. HTML5HTML5
FrameworkFramework
CloudCloud
Strategy IIStrategy II
Native appNative app
usingusing
HTML5HTML5
frameworkframework
• Appcelerator TitaniumAppcelerator Titanium --
HTML/JS/CSS (iOS /HTML/JS/CSS (iOS /
Android / BlackBerry in beta)Android / BlackBerry in beta)
• PhoneGapPhoneGap - HTML/JS/CSS- HTML/JS/CSS
(iOS / Android / BlackBerry /(iOS / Android / BlackBerry /
WebOS / Window Phone /WebOS / Window Phone /
Bada / Symbian)Bada / Symbian)
HTTPHTTP
GET / POSTGET / POST
REST APIREST API
XML / JSONXML / JSON
49. Google Glass
Prototype developed by Google [x]
Google’s most secretive lab where Driveless Car
is invented
Glass Explorer Edition costs $1,500
Rumor from Google Engineers say it costs $300
It won’t accept as consumer product unless it
drops below $200
53. Mobile First
Archimedes Labs
Social | Consumer | Mobile
@Bess
bess@archimedeslabs.com
http://www.slideshare.net/bess.hohttp://www.slideshare.net/bess.ho
55. Who am I?
• Amanda McConnell
• Head of Product, Rent.com
• Previously Sr Director of User Experience at ReachLocal, Inc.
• Developed comprehensive mobile strategies for both.
• Built Responsive and m. sites and mobile apps.
• 13 years in Internet, 7+ years with social and mobile technologies.
57. When to go Responsive
• Majority of traffic comes from search (SEO / SEM)
• Primary work flow is based on a visit from search
• Templated site (articles, events, products)
• Content intensive
• Your m. site is not cutting it
58. Pros & Cons
Good
• Single code base
• Change once, apply everywhere
• No download required, less breakage
• SEO benefit
Challenging
• Design intensive
• QA intensive
• Requires optimization
• Early stage (ads are not responsive yet; html 5 wrapped native
apps are awkward)
63. Activity
1) Groups of 3 - 4
2) Write down one thing your phone has replaced for each
letter of the alphabet.
* Thank you to Crystal Washington for this activity
64. Which device?
• Sensor driven (Fitness, health)
• Voice based
• Alerts
• Augmented Reality
WearablePhone
• Location Based
• Social
• High Engagement
• Instantaneous
Tablet
• Media Rich
• Shopping
• Browse-able content
65. Ready to build
In House
• Mobile centric business model
• Design Centric / Highly Interactive
• Rapid Iterations
• Expensive (Mobile developers
start at $100K)
• Learning curve
Outsource
• Extension to core business
• Experience & Expertise
• Can be cost effective
• If offshore, have an onshore Product
Manager and / or UX Designer
To start you will need
Robust API
Scalable Backend
VS.
68. Now is the time
* From KPCB Internet Trends 2013
69. Mobile Technology
Pauline Alker / a la Mobile
Food
Alexa Andrzejewski / Foodspotting
Genetics
Linda Avey & Anne Wojcicki / 23andMe
Pets
Karine Nissim Hirschhorn & Aaron
Hirschhorn / Dog Vacay
Mobile Payments
Carol Realini / Obopay
Events
Julia Hartz / Eventbrite
Personal Finance
Alexa von Tobel / Learnvest
Parenting
Soleil Moon Fyre & Kara Nortman /
Moonfrye
Shopping
Susan Lyne / Gilt
Women in mobile
71. Appendix
• Eric Qualman Mobilenomics -
http://www.youtube.com/watch?v=GRiwUCXPo8U&feature=share&list=UULC9cX5GntaQmTSF6hTqrzA
• KPCB Internet Trends 2013 - http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013
• Patty Toland - Filament Group - www.filamentgroup.com
• Crystal Washington - http://crystalwashington.com/
Editor's Notes
66% of Americans between the ages of 24-35 own a smartphone 81% of Americans will own smartphones by 2015 By 2013 mobile phones are expected to be used for web access tools more than PC’s. By 2015, 80% (estimated) of handsets will be smart phones, according to Forbes and Gartner.
$12 Billion revenue in mobile apps & advertising Apple paid out $2 Billion in-app purchases & paid app in 2011 Google has higher mobile display ad revenue than Apple Pandora gains $3.87 per user. Monthly subscription $3.99 via app on iOS Google cost per click is down b/c mobile ads generate lower revenue than desktop search ads FB increasing mobile usage drag down its revenue per user
The patent, which Apple filed with the U.S. Patent and Trademark Office in August 2011, is for a "Bi-stable spring with flexible display" that conforms to your wrist or other parts of the body. The device, according to the patent, would have a continuous display and be able to connect with other portable devices, like the iPhone and even more basic handsets, via Bluetooth or Wi-Fi. With the device, users would be able to do things like adjust the order of a playlist, see recent phone calls, and respond to text messages, according to the patent. Speculation regarding the iWatch has heated up recently, and Apple reportedly has 100 people working on a smartwatch .
http://www.youtube.com/watch?v=GRiwUCXPo8U&feature=share&list=UULC9cX5GntaQmTSF6hTqrzA Intro workshop, show video, intro Bess.
Ask who in audience is responsible for the mobile strategy at their company? Who is thinking of starting a mobile based company and / developing an app?
Does everyone know what responsive is?
The debate is not mobile app vs. responsive, its m. vs responsive.
We focused primarily on desktop 1068, tablet profile and smartphone, but one built we need to add refinements for kindle, galaxy notes and smartphone landscape...we also plan on adding a super widescreen for HD TVs and widescreen monitors in the future if our traffic contains to grow on that breakpoint
Jelly bean (7/2012) - 26.1% Ice Cream Sandwich (12/2011) - 27.5% Gingerbread (2/2011) - 38% Conversely, iOS 6.x has almost 90% market share. "This is something we think about a lot ," Dave Burke, Google's Android engineering director, said of fragmentation. Part of the problem, Burke said, lies in the fact that Android device vendors are able to take the open source code and create their own Board Support Packages — specific implementations of an operating system — to ensure compatibility between their devices and a certain build of Android. http://appleinsider.com/articles/13/05/18/google-engineers-talk-fragmentation-how-to-make-android-work-for-emerging-markets
Main purpose of a site for mobile based companies is discoverability outside of App Store & google play. That's why you'll see twitter feeds and / reviews pulled into their sites, so that they have that unique, dynamic content to increase their SEO rank.
In her latest state of the internet Mary Meeker says entrepreneurs are more enabled than ever to turn their passion into successful businesses... Technology is accessible and available, the market is wide open for people with vision... Except the landscape should look more like this....