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There’s an app for that. But you don’t have one. Does this mean that you’re out of the mobile game? In this presentation by Jonathan Sullivan, he explores alternative ways for going mobile, using one organization’s experience as a practical guide. Along the way we will learn about why having an app isn’t the only path to being relevant in the mobile space, including White labeling Mobile partnerships Mobile content Mobile web
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Going Mobile:No App Required
J Boye Philadephia 13
Jonathan Sullivan
@jpsullivan
There's an app for that …
Ways to Go Mobile *
• Mobile Web
• Social Media
• White Labeling
• Mobile Partnerships
* Other than with an app
Mobile Web
m.
Mobile Web
• Advantages
– Cross-platform compatibility
– Potential to reuse existing resources
– Low technical hurdle
– Easy for customers
Mobile Web
• Challenges
– Requires effort to do well
–Must be done well to be worth it
–May require platform changes
– Second set of content to maintain
Social Media
Social is mobile
Social Media
• Advantages
– You are already doing it *
– Your customers are already doing it
– No development expertise needed
* If not, shame on you!
Social Media
• Challenges
– Social is labor intensive
– You don’t control it
Social Media Case Study
White Labeling
Your brand, someone else’s can.
White Labeling
• Advantages
– Speed to market
– Cost
– Best of breed
– Good for short-lived apps
– Customers won’t know the difference
– All the advantages of having an app
White Labeling
• Challenges
– Dependency
– Compromises
White Labeling
Case Study – AIA National Convention
App
White Labeling Case Study
• Business Drivers
– Reduced environmental impact
– Content can be updated in real time
– Attendee can customize schedule, itinerary
– Greater depth of information
– New source of sponsorship revenue
White Labeling Case Study
• Why White Labeling?
– Lack of in-house capability
– Large selection of mature solutions
– Doing a mobile website was not an
option
White Labeling Case Study
• What worked well
– Time to market
– Low level of effort to get started
– Return on investment
– Lower environmental impact
White Labeling Case Study
• What didn’t work well
– Difficult to update content
– User experience fell short
– Not enough time for testing
– Registered under developer in app store
White Labeling Case Study
• Lessons Learned
– Requirements before vendor selection
– Build in more time for reviews
– Register under your own name in app
store
Mobile Partnerships
Your content, someone else’s experience.
Mobile Partnerships
• Advantages
– Allows you to focus on your content
– New market opportunities
– Expand your reach
Mobile Partnerships
• Challenges
– Content adaptation
– Editorial support
– Licensing
Mobile PartnershipsCase Study – AIA/Broadcastr
Partnership
Mobile Partnership Case Study
• Business Drivers
– Purpose of a design often goes unnoticed
– Architectural contributions unknown to the
public
– Promotion of architects who are not
“starchitects”
– Engage the architectural enthusiast
Mobile Partnership Case Study
• Why Broadcastr?
– Unique ability to deliver location based audio
– Promotes engagement with urban environments
– Short 3-minute audio keeps listeners engaged
– Users spend 9 minutes in the app
– Audience of up to 250,000 users
Mobile Partnership Case Study
• What worked well
– Featured on Forbes.com
– Featured on a Twitter roundup about cities
– High interest & engagement from AIA members
– Public interest in the project
– Catalyst for partnerships with foreign
architectural societies
Mobile Partnership Case Study
• Challenges
– Broadcastr pivoted
Mobile Partnership Case Study
• Lessons Learned
– Be prepared for change
– Build in flexibility and scalability
Thank you!
Jonathan Sullivan
@jpsullivan