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BUILDING YOUR MOBILE APP: BUDGET, PLANNING AND BEST PRACTICES!
BY PHILIPPE DUMONT
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LAUNCHING A NEW COUNTRY: LESSONS LEARNED & MISTAKES TO AVOID!
PHILIPPE DUMONTCEO @ AZETONE
@PHIL_DU
Building your Mobile App:
Budget, Planning and Best Practices
Philippe Dumont @phil_duCEO @AzetoneMobileBoard Member @ Mobile Marketing Association
Building your Mobile App: Budget, Planning and Best Practices!
• Get your objectives right
• Build your Mobile App brief• The right budget for the right development
• The 4 phases of your development cycle
• Overview of development technologies you can use
« Experience is the hardest kind of teacher. It gives you the test first and the lesson afterwards »Oscar Wilde
Setting the Stage: Today’s Mobile Platforms
iOS Android WindowsCompany Apple Google Microsoft
Market Share (Global Installed Base) 15% 81% 3%
Market Share (France Installed Base) 23% 64% 9%
Languages Objective-C, Swift Java C#, .Net
Common APIs accross smartphones,tablets and PCs
No Yes Yes
Typical App Submission delays 7-10 days 24 hours 1-2 days
App Check and Validation Prior to posting on the store
Post availability Prior to posting
Developer registration fee $99 per year $25 per year One-time $19 set-up
What does it take to build a Mobile App?
• Your initial plan:
• The reality:
I have the best idea! We have an App for that!
I have the best idea! ?
Why is that?
• An App is more than just a few lines of code• An App is more than a website• An App is both a boon and a curse
• The day you decided to build a Mobile App, you effectivelydecided to become a Software and Service Provider!
Mobile App Unique Benefits
• UX and UI capabilities• Access to device capabilities• Offline Access• Push Notifications• Ease of (re)use• App Store and customer ratings
Mobile App Unique Constraints
• Development cost• Users need to download the App• App availability and agility• Maintenance costs• Customer reviews & ratings• App discovery (ASO…)• App instrumentation
Top 10 Reasons for App Rejections (Apple)
1. 14% More information needed
2. 9% Apps that exhibit bugs will be rejected
3. 6% If user interface is complex or less than very good, Apps may be rejected
4. 5% Apps that contain false, fraudulent or misleading representations or use names or icons similar to other Apps will be rejected
5. 4% Apps with names, descriptions, screenshots, or previews not relevant to the content and functionality of the App will be rejected
6. 4% Apps that require users to share personal information, such as email address and date of birth, in order to function will be rejected
7. 4% Apps or metadata that mentions the name of any other mobile platform will be rejected
8. 3% Developers are responsible for assigning appropriate ratings to their Apps.
9. 3% App names in iTunes Connect and as displayed on a device should be similar
10. 3% Multitasking Apps may only use background services for their intended purposes:
Get Your (Business) Objectives Right
• Build revenue stream?• Hint: Paid downloads are dead (except few games)• In-App purchases: OK• Advertising: Getting there, but do it the right way (native…)• M-Commerce: Very serious trend• Mobile-To-Store: Retailer El-Dorado • Mobile-In-Store: In progress…
• Build customer loyalty?• Optimize costs/streamline service?• Other? (???)
Building your Mobile App brief
• Analyze where you stand now, Strengths and Weaknesses• Analyze your market and your competitors• Analyze your customers and their behaviors• Identify customer needs and pain points• Set key objectives and KPIs• Define App positioning and key features• Identify resources and select platforms, tools and technologies• Define Budget, Timeline and Methodology
TestingDevelopmentUX / UI
Conception & Design
Analysis & Planning
The 4 Phases of your Development Cycle
Maintenance
UX / UI Conception & Design
• Why is it important? • Because it ultimately drives user retention, engagement and ratings (ie
70% of your ROI!)• What it delivers
• Makes your App optimally usable across all devices and technologies• Makes it easy and quick to get things done• Makes your service and your brand credible• Makes your App competitive• Builds user engagement and trust• Builds user satisfaction and recommendation
What MakesAirbnb one of the Very
Best Apps?
« Simplicity »
Anne-Sophie Frenove, Head of Partnerships Airbnb
Development: From “V-Model” to “Agile”
• Why is it important?• In a fast-shifting environment (OS, your competition, you - startup…),
you have little choice but to go for Agile methodology• What it delivers
• Not necessarily “agility” per se…• But faster iterations between (internal) releases• Better visibility to deliveries and fewer risks of delays• Stronger fit between final deliverable and your expectations• FYI different methodologies exist (XP, RAD, Scrum…)
What MakesUber One of the VeryBest Apps?
« Server-side Algorythms »
http://techcrunch.com/2015/11/25/ubernomics/
Testing
• Why is it important?• Because your entire Mobile App project will be a permanent Test-and-
Learn adventure
• What it delivers• User Testing for usability and reliability of your App across all devices,
screen sizes…• Virtual (Machine) Testing for performance and crash testing• A/B Testing for usability and conversion optimization
Maintenance
• Why is it important?• Your App ROI is unlikely to materialize in less than 1 year and your App
will be obsolete within 3 months• What it delivers:
• Addresses usage bugs and platform-related issues• Needs to cover some key user feedbacks• Some level of UI changes as well• A (budgeted) plan for major new features/releases is required on top of
on-going maintenance
The Right Budget for the Right Development
Stages Typical Length Expected Budget Weight
UX/UI Conception & Design 3 to 6 weeks 20%
Development 1 to 6 months per platform 65% (usually 50% dev and 15% project management)
Testing 2 to 6 weeks 15%
Maintenance 12-month period 10 to 20% of initial costs
Bottom line Simple App: 2 to 3 months 10 to 30K€ per platform
Average App: 4 to 6 months 30 to 50K€ per platform
Complex App: 6 months++ 50 to 100K€ per platform
Prices can vary based on location of resources, capabilities, experience and many other factors…
Technologies: Native vs. HybridPros Cons
Native (Swift/Objective C, Java…)
• Optimal UX• Maximum platform leverage• Best performance & size • Fewer dependancies
• Re-write of code on each platform• Higher dev costs (?)
Hybrid Native (Xamarin…) • 60 to 100% code reuse to iOS, Android and Windows,
• Compiles natively on mobile OS• Uses C# language
• Slower load time• Bigger App size• Uses C# language• Paid license ($25/mo+)
Hybrid « Semi-Native »(Titanium Appcelerator…)
• Up to 100% code reuse to iOS, Android, Windows if no coding to specific UI
• JavaScript with native APIs and UI• Resulting UI can feel close to native
• More sluggish UI• More complex development• Need to learn Titanium API• Paid license ($39/mo++)
« Full » Hybrid (Apache Cordova, PhoneGap…)
• Up to 100% code reuse• HTML5, CSS and JavaScript• Small and simple APIs
• App pages run within browser sosignificant UI issues
• Lowest performance• Fragmented landscape for
frameworks and libraries
Technologies: Native vs. Hybrid
• Bottom line: Spend no more than 60 seconds on this issue, there is no clear winner!
• (My) Recommendation:• Don’t make it a project, technology, philosophy or budget issue, make it
a resource issue!a) If you have access to capable resources, go for nativeb) If you don’t, arbitrate based on your resource language knowledge
(but always think platform-specific)
Additonal Elements to Consider
• Develop your App with a user-centric approach• Don’t trust experts, user groups, panels, your guts… trust only
your users!• APIs: Structure how you access your data servers and how to
integrate with third-party services/Apps• Opt-in & Privacy: bet on transparency and control to the user• Deep Linking and other App Store Optimization techniques• SDKs: your App will quickly be invaded with tons of SDKs
(Analytics, Crash Monitors, Trackers, Push Notifications, Heatmaps, A/B testing…) so choose wisely
One More Thing…
It is an App World!
Some References You May Want to Look at:
• Mobile Marketing Association: http://www.mmaglobal.com/ and http://www.mmaf.fr/
• Mobile Marketing Playbook (Global): http://www.mmaglobal.com/mobile-marketing-playbook/
• MMA Yearbook (France): http://mmayearbook.com/• Quarterly Mobile Marketing Barometer (France):
http://www.mmaf.fr/barometre-trimestriel-du-marketing-mobile-en-france-4eme-trimestre-2015-infographie
• 2016 Mobile Trends (Azetone): http://www.slideshare.net/Phildu1/2016-mobile-trends-by-azetone
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