7 Factors to Consider When Building Your Mobile Strategy

Factors to Consider When Building

Your Mobile Strategy How do I make a decision?

W E B I N A R

Abhijeet Pradhan Chief Technology Officer @iTexico

Abhijeet is passionate about technology and its applications to everyday consumer and business life. He is convinced that we are at the beginning stages of a Mobile revolution. He was the CTO for a mobile marketing Platform for small businesses and also co-founded Classof1, a leading online tutoring company.

Jason Myers, B2B Business Development Consultant @iTexico Jason Myers is a B2B Business Development Consultant for growth companies. Over the past five years, he has been working with the Texas Entrepreneur Network to develop an entrepreneur eco-system through the web for early and mid-stage companies in Texas. With expertise in marketing strategy and entrepreneur startups, Jason has consulted with many B2B companies on go-to-market and business development strategies.

P R E S E N T E R S

A LITTLE BIT ABOUT US

E N D - T O - E N D L I F E C Y C L E E N G A G E M E N T

Application Strategy &

Architecture

Deployment, Maintenance &

Support

Testing & Quality Assurance

UI/UX Design

Cross-Platform & Native Mobile Development

Website & Backend

Development

Market Trends

7 Considerations Q & A

A G E N D A

M A R K E T T R E N D S

By 2015, 70% of your customer interactions

will originate from a mobile device…

(Source Gartner 2011)


Source: Quarterly Mobile Traffic Report, Walker Sands, 1Q13

Source: Flurry Analytics, comScore, NetMarketShare

Today, the U.S. consumer spends an average of 2 hours and 38 minutes per day on smartphones and tablets. 80% of that time (2 hours and 7 minutes) is spent inside apps and 20% (31 minutes) is spent on the mobile web.

F O R N O W

APP RULES


Only partially complete.

Follow a more structured approach

to building a Mobile Strategy

H O W D O W E B U I L D A N A P P ?

7 C O N S I D E R A T I O N S

1.  Focus on Value

2.  Use Case

3.  Target Users & Devices

4.  Platform Considerations

5.  Development Skills & Budget

6.  Security

7.  Maintenance


W O W


D E V I C E S V A L U E

1 . F O C U S O N V A L U E

Where can we add most value – Prioritize

Customer Value Painless Transactions Timely and easy access to data Retention & Loyalty

Operational Value More interaction with Vendors & Distributors Employee Productivity

Sales Value Improve the Sales Process Reduce Sales Cycle Better educate our customers so they buy more/more often/other products.



Where can we differentiate from our Competitors?

Can we leapfrog any process by an order of Magnitude of improvement? – e.g. Field Services

Set Goals

What will we measure & how will we measure?



What is the main use case? Content consumption (Facebook)

Content Creation (Field Reporting, Audits)

Ease Transactions (Starbucks)

Extend your Platform/Product (Evernote)

Marketing (Realtor Apps)

Sales Support (Enterprise Apps)

Communications (WhatsApp, EnterpriseMessaging)

Productivity (Yammer)

Gaming


2 . U S E C A S E

Frequency of use Daily, Intermittent

Performance needs Gaming, Large Offline Caching

Device Specific Camera, Accelerometer, iBeacons, Bluetooth,

Compass, Passbook, etc.

Study the best of breed in each of these

Use case informs the next step


2 . U S E C A S E

Content, Communications as many devices as possible Enterprise Content Creation May be possible to standardize Financial Metrics for CXOs with fancy graphs Tablets?

User Persona for Early Adopters. Focus on them. Teenagers? Moms? Sales Team? Building Inspectors?


Familiarity with Mobile? What other characteristics define them?

Device How critical is it?

BYOD vs Custom Devices (iPads only, or Windows Phone)

3 . T A R G E T D I S T R I B U T I O N , D E V I C E S & U S E R P E R S O N A S

Blogs, Viral, Social

Study the best channels

for customer

acquisition.

Double down.

What is our Marketing Strategy?


3 . T A R G E T D I S T R I B U T I O N , D E V I C E S & U S E R P E R S O N A S

App Development is just one piece of the puzzle. What are the others? Automated Testing – Continuous updates.

Crash Detection – What device, what action, what line of code?

App & Backend Performance Monitoring & Testing – What is causing delays?

Analytics & User Behavior – What are they doing, where are they abandoning, what is the most used feature?

Ad Integration – 3rd party Ads, our own Ads, both.

Monetization Platform & Strategies - In App purchases Ad supported, Freemium, Product is sold outside A/B Testing, Cohort Analysis – Test to see what works, and definitive answers. Deployment Platforms – App Stores, Enterprise vs. Consumer. Mobile Enabling Legacy Data – MBaaS. Mobile Application Management Platforms – Apperian, Air Watch, Mobile Iron. Backend Infrastructure – Scaling needs, DevOps Tools.


4 . P L A T F O R M C O N S I D E R A T I O N S HTML 5 vs. Native vs. Multi Platform

A P P D E V E L O P M E N T

Web Application Native

Multi/Cross Platform Hybrid


PhoneGap (Cordova) wrapper with a Single Webview

Webview contains entire Application including Navigation & Content

Use any scripting language – PHP, Ruby, .Net

Touch Frameworks like Sencha Touch, jQuery Touch, Dojo

Most reuse across Platforms, Performance Issues & limitations

Web Application


iOS – Objective C

Android – Java

Windows Phone – C#

Native


Appcelerator – Titanium (JavaScript)

Xamarin (C#)

Multi/Cross Platform


Native (or X Platform) + Web Application in One App Examples:

Navigation UI is native, animations between windows is native, but most content windows are webviews: e.g. Google’s gmail app for iOS.

Ecommerce Apps: Most product browsing and displays are native, but checkout uses the Webview.

Most of the App is native but TOS type screens (rarely updated) are webviews.

Sometimes the most highly updated parts of the App with lots of content, like news, or blogs are webviews.

Hybrid

One Language vs. Three?

Can you find and afford to hire 3 skill sets

Budget for Web (low) vs. Cross Platform (medium) vs. Native (high)

Budget for Test Devices

What about the rest? •  Analytics, Crash detection, A/B Testing, Cohort

Analysis, Backend dev, DevOps •  Do you have the skills, the budget

(people & platforms)


5 . D E V E L O P M E N T S K I L L S & B U D G E T S

How critical are your security needs? More Security options in Native

Offline Cache encrypted

App Data Encryption

Less URL based vulnerabilities

Source Code better protected


6 . S E C U R I T Y

60/60 RULE

Maintenance typically consumes 60% of software costs, and then that enhancement is responsible for roughly 60% of software maintenance costs, while error correction is about 17%

Source: Article, IEEE Software Magazine


7 . M A I N T E N A N C E A N D S U P P O R T

Native Apps Users need to download, now automatically done

iOS App Store

Update Lags

Multiple Platforms

Keeping Updates in Sync between iOS & Android

Bug Fixes, OS Upgrades, New Devices for Testing

Develop an on-going App Support Plan to protect your investment


7 . M A I N T E N A N C E A N D S U P P O R T

D E C I S I O N S

Build a step by step decision making Framework. Go down the 7 Considerations.

WHAT WE DO

Testing, Maintenance and Support plans

New features, new devices

Application porting Ongoing plans, flexible rates

A L O V I N G F O S T E R H O M E F O R Y O U R M O B I L E A P P

Flexible skillsets that adapt quickly

Meet the financial needs of the client (scale up and down quickly)

Reduce project delays with on-demand available resources On-site / Off-site ready

F I N D I N G T H E R I G H T T A L E N T I S N O W T H E E A S Y P A R T

S E L E C T C U S T O M E R S

The cost of doing nothing is often greater.

Avoid Analysis Paralysis.

Experiment & don’t be afraid to fail/learn.

Iterate. The Payoffs can be huge. You could spend 6 months discussing or you could learn hard facts in 4 months with a prototype.

I T I S O K T O C H O O S E

We are here to help.

We will send out a Whitepaper with Framework.

Please sign up.

G O O D L U C K !

U X / U I D E S I G N P R O C E S S

Research Interaction Flow Sketching Wireframing

Mockups User Experience Prototype UI Design

Styleguide Measurement Guide Design Assets UX/UI Bundle

Free UXUI assessment on your mobile app or concept

S P E C I A L O F F E R

Founded in 2010 by Indo-American and Mexican entrepreneurs. Focus on Extended Team As A Service (eTaaS) And Cross Platform Mobile Solutions. 80 + bilingual technology professionals. HQ in Austin, Texas. Western Region Office in Silicon Valley. Software Development Center in Guadalajara, Mexico. Worked with 60 + customers in more than 8 countries including US, Canada, UK, Mexico, Chile and others. Partnership with Appcelerator, IBM, Microsoft, Xamarin.

A B O U T I T E X I C O

Q & A

[email protected] (855) 501-0100

/itexico @itexico

F O R M O R E I N F O R M A T I O N

Q & A