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– A guide to a successful mobile project
Navigate the mobile landscape
Breakfast at Fröjd Interactive20121005
www.frojd.se
Our guide to the successful mobile project
1. Set the strategy & purpose
Target Group
InsightsProduct/
Brand
Tech & Trends 2. Create an
idea of the solution
3. Return on
investment?
5. Measure, evaluate
and improve
4. Choose the technology that lives up to your
vision. Develop it!
App Responsive web
Mobile site
Hybrid app
Why are we here today?
www.frojd.se
To Reduce Friction
Why are we here today?
www.frojd.se
What happens if you don’t?
1999: It took 3 weeks for the ”online world” to switch search engine...
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28%76% use their mobile devices while queing
69% use their mobile devices while shopping62% use their mobile devices while watching TV
47% use their mobile devices while commuting* http://www.slideshare.net/george.adamson/designing-for-mobile-that-means-
everything?nomobile=true
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Why go mobile?
* http://mobile.smashingmagazine.com/2012/08/22/separate-mobile-responsive-website-presidential-smackdown/
Web on mobile
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Still many left behind...
Our guide to a successful mobile project
1. Set the strategy & purpose
Target Group
InsightsProduct/
Brand
Tech & Trends 2. Create an
idea of the solution
4. Choose the technology that lives up to your
vision. Develop it!
5. Measure, evaluate
and improve
App Responsive web
Mobile site3. Return on
investment?
Hybrid app
1. Set the strategy & purpose
www.frojd.se
1. Set a strategy & purpose
Understand:
Target Audience
Digital Life
Integrate with:
Product/ServiceBrand
Business
Know about:
TrendsTech
possibilities
Strategy
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What do you want to accomplish?
*King of the Slope, by Lowe Brindfors for Vattenfall, Sveriges Tryggaste Händer by Åkestam Holst for Posten, Bukowskis by Bukowski Auktioner AB, Fröjd by Fröjd.
MarketingUser experience for
loyal customersUtility/Service
Marketing
Simple access
Our guide to a successful mobile project
1. Set the strategy & purpose
Target Group
InsightsProduct/
Brand
Tech & Trends 2. Create an
idea of the solution
4. Choose the technology that lives up to your
vision. Develop it!
5. Measure, evaluate
and improve
App Responsive web
Mobile site3. Return on
investment?
Hybrid app
www.frojd.se
Understand:
Target Audience
Digital Life
Integrate with:
Product/ServiceBrand
Business
Know about:
TrendsTech
possibilities
Solution
2. Create an idea of the solution
www.frojd.se
2. Create an idea of the solution
Apps, mobile web sites and responsive design all have very distinct benefits and disadvantages.
Speed Performance
SEO
Marketing
Functionality
Social Media Integration
Offline / Online
Security
User Experience}
Our guide to a successful mobile project
1. Set the strategy & purpose
Target Group
InsightsProduct/
Brand
Tech & Trends 2. Create an
idea of the solution
4. Choose the technology that lives up to your
vision. Develop it!
5. Measure, evaluate
and improve
App Responsive web
Mobile site3. Return on
investment?
Hybrid app
www.frojd.se
3. Calculate the return on investment
๏ What will it cost NOT to do it? What if your competitors do it first?
๏ Current Analysis: How many mobile users do you have today? How many can you reach? What does the trend look like?
๏ What is the value of reaching them? What is every visit/lead worth?
๏ Which direct profit can you get? Will you make or save money?
๏ Which indirect value can you get? In terms of Marketing, Brand Awareness, Internal Pride, PR etc?
Our guide to a successful mobile project
1. Set the strategy & purpose
Target Group
InsightsProduct/
Brand
Tech & Trends 2. Create an
idea of the solution
4. Choose the technology that lives up to your
vision. Develop it!
5. Measure, evaluate
and improve
App Responsive web
Mobile site3. Return on
investment?
Hybrid app
www.frojd.se
App vs web
๏ Better user experience
๏ Shorter loading times
๏ Advanced functionality (background mode, access to compass, etc.)
๏ Allows optimization according to the user’s current connection (3G vs WiFi)
๏ Permanent presence on the user’s home screen.
Application Web
๏ SEO friendly
๏ Easy sharing between users
๏ Cost efficient way to reach a broad target group
๏ Greater freedom (not limited to AppStore approval)
๏ Faster deployment of updates
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App vs web – user time spent
* http://www.businessinsider.com/bii-report-the-winner-of-the-apps-vs-browsers-war-is-2012-9
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New customers?Existing customers?
Kill time?Save time?
www.frojd.se*http://www.dn.se/ekonomi/din-ekonomi/hitta-
billiga-hotell-med-mobilen #
Search on mobile
๏ 1/3 of mobile search on Google has a local touch.
๏ Google Adwords show direct links to map, phone number, downloading of app etc.
๏ Google search for mobile favours mobile sites in organic search results.
”When we started to measure mobile hotel bookings in 2010, they were close to zero, now they are 10%. Within 3 years I believe that half of our bookings will come from mobile.
www.frojd.se* http://www.fiercemobilecontent.com/story/economists-mobile-chief-explains-
move-apples-newsstand-html5/2012-05-15
Nick Blunden, Global Publisher
of Digital for The Economist
“Going forward, at the moment our view is that HTML5 doesn't quite have the same capabilities to create a compelling user experience as native apps in iOS and Android have. It is much harder in HTML5 to create that really compelling immersive lean back experience and over time that will change. There are companies that are pushing the boundaries of HTML5, and in the future it will be a technology that enables publishers to very efficiently and effectively publish content across different platforms. I just don't think we're there yet.”
Our guide to a successful mobile project
1. Set the strategy & purpose
Target Group
InsightsProduct/
Brand
Tech & Trends 2. Create an
idea of the solution
4. Choose the technology that lives up to your
vision. Develop it!
5. Measure, evaluate
and improve
App Responsive web
Mobile site3. Return on
investment?Responsive
web
Mobile site
Hybrid app
www.frojd.se
Design and develop web for mobile
Dedicated mobile site๏ Mobile website which is completely separate
from the “regular” web site.
๏ Usually still shares the same content
Responsive design๏ One site for all screens and devices.
๏ Interface and features adapt dynamically depending on screen size.
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Pros & Cons
* http://mobile.smashingmagazine.com/2012/08/22/separate-mobile-responsive-website-presidential-smackdown/
Mobile site
๏ Customised content, structure & functionality for mobile use
๏ Unique experience
๏ Optimised to speed
๏ Less data transfer
๏ Allows use of mobile platform-specific UI enhancements
Responsive design
๏ One site to develop
๏ One site to maintain
๏ Readily adaptable to future screen sizes/resolutions
๏ Simple URL management
๏ More of the ”full” version
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A great mobile site - it’s in the details
๏ Help the user
๏ Less is more
๏ Important stuff first
๏ Shape up your forms
๏ Connect to keyboard layout
๏ Standard input controls
๏ Touch/swipe instead of clicks/buttons
๏ Link to ”full site”
Reduce friction }
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The importance of speed
* http://mobile.smashingmagazine.com/2012/08/22/separate-mobile-responsive-website-presidential-smackdown/** http://torsionmobile.com/2012/06/02/how-load-times-affect-user-satisfaction-infographic/
๏ 70% of mobile users expect mobile sites to load as fast – or faster – than their large-screen counterparts*
๏ 75% expect a mobile site not to take more than 5 seconds to load*
๏ 25% of users will even abandon a web site if it takes more than 4 seconds to load**
User expectations
Mobile Web Experience≠
Our guide to a successful mobile project
1. Set the strategy & purpose
Target Group
InsightsProduct/
Brand
Tech & Trends 2. Create an
idea of the solution
4. Choose the technology that lives up to your
vision. Develop it!
5. Measure, evaluate
and improve
App Responsive web
Mobile site3. Return on
investment?App
Hybrid appHybrid App
www.frojd.se
Apps - what is it all about?
3D Graphics
Near Field Communication
Contacts
Offline
Background mode
BluetoothGyro
Push notifications
Compass
More advanced functionality
Multimedia
GPSAccelerometer
Record sound
Calendar
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New types of marketing possibilities!
Event marketing (Mini Getaway)
Marketing that provides a value Utility/Service marketing (Promillekollen)
Banners & Product Display
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Major challenges with Apps
๏ How to find your app? (paid media?)
๏ How to make people use it more than once?
๏ How to cope with the competition on the ”homescreen”?
๏ How to get people to update to new versions?
๏ How to keep the dialog with your new relations?
๏ Which phones should you support?
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Why prioritise Android?
๏ Open
๏ Full access to phone functionality
๏ Developers can ship & test without waiting
๏ Growing: 4 Android devices / 1 iPhone sold.
* http://www.forbes.com/sites/adriankingsleyhughes/2012/08/11/four-android-phones-shipped-for-every-iphone-sold-but-malware-also-on-the-increase/
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Why prioritise iOS
๏ Users use more apps.
๏ Users use apps more often.
๏ Users are more willing to pay.
๏ Other TA > more profitable apps.
๏ Fewer devices/OS-versions to target, develop and test against.
* http://www.localytics.com/blog/2012/app-user-loyalty-increasing-ios-beats-android/** http://scobleizer.com/2012/09/12/context-is-the-new-battleground-between-android-and-ios/
***http://www.phonearena.com/news/App-Store-generates-6-times-more-profit-than-Android-Market_id24992**** http://www.droid-life.com/2012/09/06/android-users-catching-up-with-ios-in-willingness-to-pay-for-apps/
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Device targets
๏ Number of iPhone models ever made: 6
๏ Number of Android devices*:
* http://www.bgr.com/2012/05/16/android-fragmentation-visualized-opensignalmaps/
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Hybrid apps
Native Hybrid Web Tech
Objective C
Java
Html5
CSS3
Javascript
Enables native app functionality while still retaining the benefits of cross platform development (cheaper and
quicker).
Best of both worlds?
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Hybrid App > Native app
Svt Play Bookatable
Successful re-launch of Facebook application.
?What should I choose?
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Web or App?
๏ Maximum freedom and control
๏ Cost efficiency
๏ Search Engine Optimisation
๏ Users from social sharing
๏ New customers!
๏ Enabling recurring use
๏ Establishing a lasting relationship with users
๏ The user’s experience
๏ Advanced features & functionality
๏ Existing clients!
Web based solution Applications
It depends on what is most important
You do not have to choose!
๏ Many companies and organizations use both.
๏ Distinct, separate purposes & target audiences.
You do not have to choose!
mobil.blocket.se 348 486
unique browsers w.16 2012
app.blocket.se638 760
unique browsers w.16 2012
๏ Many companies and organizations use both.
๏ Distinct, separate purposes & target audiences.
Our guide to a successful mobile project
1. Set the strategy & purpose
Target Group
InsightsProduct/
Brand
Tech & Trends 2. Create an
idea of the solution
4. Choose the technology that lives up to your
vision. Develop it!
5. Measure, evaluate
and improve
App Responsive web
Mobile site3. Return on
investment?
Hybrid app
www.frojd.se
5. Measure, evaluate and improve
๏ As with all digital projects - the real work begins AFTER the launch.
๏ Listen to your users and value their feedback.
๏ Choose a few Key Performance Indexes and measure them through statistical tools.
๏ Evaluate and analyse the result.
๏ Create theses and test them - through A/B-testing, change of content/structure/flow etc.
๏ Improve your solutions - re-launch and become even more successful!
www.frojd.se View case movie: http://www.youtube.com/watch?v=vEE6M0iW-Nw
Let the mobile device add an extra layer to reality!
+46 72-722 04 [email protected]
+46 70-563 35 [email protected]
VDAnna Gullstrand
Good luck!
Teknisk projektledareAndreas Ekegren
