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Jeroen Lemaire
WE ARE A MOBILE AGENCY We help brands, media companies and enterprises
leverage the mobile ecosystem for success
MOBILE IN 2010
Mobile as a niche - marketing gimmicks
MOBILE IN 2011
Mobile matures as a media channel
MOBILE IN 2012
Mobile becomes business critical for media, other industries enter the space
MOBILE IN 2013
Mobile is everywhere the consumer is
MOBILE IN 2014
Mobile = the new digital, Enterprise Mobility takes off
NO SUPRISE
In 2010, we started developing an enterprise product
ENTERPRISE = MOBILE’S BIGGEST OPPORTUNITY
140
Billion $
Market size in 2020 15% annual growth
Citrix, 2014
71%71% of Enterprises call mobility a top priorityNasscom, 2013
5%5% of IT expenditure already on mobileNasscom, 2013
3/475% of Enterprises believe mobile will increase employee effectivenessDimension Data, 2014
ENTERPRISE MOBILITY TODAY
NOT THERE YET
4 BOTTLENECKS
1. SECURITY
2. SUPPORT
3. LEGACY
4. PRODUCT
LET’S TALK PRODUCT
DIGITAL MEDIA TIME SPENT
Comscore, 2014
= 51% in apps
30%$
35%$
40%$
45%$
50%$
55%$
60%$
65%$
February$2013$
May$2013$ August$2013$
November$2013$
February$2014$
May$2014$
Share&of&U.S.&Digital&Media&Time&Spent&by&Pla9orm&
Desktop$
Mobile$
Mobile$App$
TIME SPENT WITH MEDIA (USA)
IAB, 2013
13%$
21%$
39%$
13%$
05%$
19%$ 19%$
38%$
12%$
04%$
23%$
18%$
37%$
11%$
04%$
00%$
05%$
10%$
15%$
20%$
25%$
30%$
35%$
40%$
45%$
Mobile$ Online$ TV$ Radio$ Print$
Share&of&)me&spent&per&day&with&major&media&by&U.S.&Adults&
2012$
2013$
2014$
THE “MOBILE BORN” GENERATION
DIGITAL IMMIGRANT
DIGITAL NATIVE
“MOBILE BORN”
People want:
great and personal experiences
transparency
choice and control
social advocacy
24/7, everywhere
Offer differentiated experiences
have a coherent multi-channel product offering
be agile and responsive to change
THE DIGITAL CONSUMER
Companies must:
GOOD MOBILE PRODUCTS
FOCUS
Een app should fulfil 1 well-defined use case
The buzzwords: Unbundling - Purpose-Built - Apps as Service Layers
UPDATES
An app should grow and evolve
FB: “To make our app better for you, we bring updates to the App Store every 4 weeks”
DON’T RELY ON “APP BROWSING”
Humans are not mentally equipped to juggle 100 apps in their consciousness
The developer should have design patterns to “surface” the app when required
USER FRIENDLINESS
The user decides in seconds if he/she will continue to use the app
EMPLOYEES ARE PEOPLE TOO
“CONSUMERIZATION”
Make it easy and fun for people to use company apps
Assume they are about 12 years old, and not that smart - as media companies do
BENEFITS
1. EMPLOYEE EFFECTIVENESS
2. COST SAVINGS
3. SALES INCREASE
4. IMPROVED SERVICE OFFERING
THANKS
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