Guide mobile project

1. Navigate the mobile landscape – A guide to a successful mobile project Breakfast at Fröjd Interactive 20121005 www.frojd.se

2. Our guide to the successful mobile project Tech & Trends 5. Measure, evaluate and improve 2. Create an idea of the solution 1. Set the strategy & purpose Target Group Insights Product/ Brand 4. Choose the technology that lives up to your vision. Develop it! 3. Return on investment? Mobile site App Responsive web Hybrid app

3. Why are we here today?

4. www.frojd.se

5. Why are we here today? To Reduce Friction

6. What happens if you don’t? 1999: It took 3 weeks for the ”online world” to switch search engine... www.frojd.se

7. www.frojd.se28% 76% use their mobile devices while queing 69% use their mobile devices while shopping 62% 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

8. Why go mobile? Web on mobile * http://mobile.smashingmagazine.com/2012/08/22/separate-mobile- responsive-website-presidential-smackdown/ www.frojd.se

9. Still many left behind... www.frojd.se

10. Our guide to a successful mobile project Tech & Trends 5. Measure, evaluate and improve 2. Create an idea of the solution 1. Set the strategy & 1. Set the strategy & purpose purpose Target Group Insights Product/ Brand 4. Choose the technology that lives up to your vision. Develop it! 3. Return on investment? Mobile site App Responsive web Hybrid app

11. 1. Set a strategy & purpose Integrate with: Product/ Service Brand Business Understand: Target Audience Digital Life Strategy Know about: Trends Tech possibilities www.frojd.se

12. What do you want to accomplish? Marketing Simple access User experience for loyal customers Utility/Service Marketing *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. www.frojd.se

13. Our guide to a successful mobile project Tech & Trends 5. Measure, evaluate and improve 2. Create an idea of the solution 1. Set the strategy & purpose Target Group Insights Product/ Brand 4. Choose the technology that lives up to your vision. Develop it! 3. Return on investment? Mobile site App Responsive web Hybrid app

14. 2. Create an idea of the solution Integrate with: Product/ Service Brand Business Understand: Target Audience Digital Life Solution Know about: Trends Tech possibilities www.frojd.se

15. 2. Create an idea of the solution Marketing Performance Speed Apps, mobile web sites and responsive design all have very distinct benefits and disadvantages. } User Experience Social Media Integration Offline / Online Security SEO Functionality www.frojd.se

16. www.frojd.se

17. Our guide to a successful mobile project Tech & Trends 5. Measure, evaluate and improve 2. Create an idea of the solution 1. Set the strategy & purpose Target Group Insights Product/ Brand 4. Choose the technology that lives up to your vision. Develop it! 3. Return on investment? Mobile site App Responsive web Hybrid app

18. 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? www.frojd.se

19. Our guide to a successful mobile project Tech & Trends 5. Measure, evaluate and improve 2. Create an idea of the solution 1. Set the strategy & purpose Target Group Insights Product/ Brand 4. Choose the technology that lives up to your vision. Develop it! 3. Return on investment? Mobile site App Responsive web Hybrid app

20. App vs web Application Web ๏ Better user experience ๏ SEO friendly ๏ Shorter loading times ๏ Easy sharing between users ๏ Advanced functionality (background mode, access to compass, etc.) ๏ Cost efficient way to reach a broad target group ๏ Allows optimization according to the user’s current connection (3G vs WiFi) ๏ Greater freedom (not limited to AppStore approval) ๏ Permanent presence on the user’s home screen. ๏ Faster deployment of updates www.frojd.se

21. App vs web – user time spent * http://www.businessinsider.com/bii-report-the-winner-of-the-apps-vs- browsers-war-is-2012-9 www.frojd.se

22. New customers? Existing customers? Kill time? Save time? www.frojd.se

23. Search on mobile ๏ 1/3 of mobile search on Google has a local touch. ”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. ๏ Google Adwords show direct links to map, phone number, downloading of app etc. ๏ Google search for mobile favours mobile sites in organic search results. *http://www.dn.se/ekonomi/din-ekonomi/hitta- billiga-hotell-med-mobilen # www.frojd.se

24. “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.” Nick Blunden, Global Publisher of Digital for The Economist * http://www.fiercemobilecontent.com/story/economists-mobile-chief-explains- move-apples-newsstand-html5/2012-05-15 www.frojd.se

25. Our guide to a successful mobile project Tech & Trends 5. Measure, evaluate and improve 2. Create an idea of the solution 1. Set the strategy & purpose Target Group Insights Product/ Brand 4. Choose the technology that lives up to your vision. Develop it! 3. Return on investment? Mobile site Mobile site Responsive App Responsive web web Hybrid app

26. Design and develop web for mobile Responsive design Dedicated mobile site ๏One site for all screens and devices. ๏ Mobile website which is completely separate from the “regular” web site. ๏Interface and features adapt dynamically depending on screen size. Usually still shares the same content ๏ www.frojd.se

27. Pros & Cons Mobile site Responsive design ๏ Customised content, structure & functionality for mobile use ๏ One site to develop ๏ One site to maintain ๏ Readily adaptable to future screen sizes/resolutions ๏ Unique experience ๏ Optimised to speed ๏ Simple URL management ๏ Less data transfer ๏ More of the ”full” version ๏ Allows use of mobile platform-specific UI enhancements www.frojd.se * http://mobile.smashingmagazine.com/2012/08/22/separate-mobile-responsive-website-presidential-smackdown/

28. A great mobile site - it’s in the details ๏ Help the user ๏ Less is more ๏ Important stuff first Reduce friction} ๏ Shape up your forms ๏ Connect to keyboard layout ๏ Standard input controls ๏ Touch/swipe instead of clicks/ buttons ๏ Link to ”full site” www.frojd.se

29. The importance of speed ๏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 Mobile Web Experience expectations * 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/ www.frojd.se

30. Our guide to a successful mobile project Tech & Trends 5. Measure, evaluate and improve 2. Create an idea of the solution 1. Set the strategy & purpose Target Group Insights Product/ Brand 4. Choose the technology that lives up to your vision. Develop it! 3. Return on investment? Mobile site App App Responsive web Hybrid app Hybrid App

31. Apps - what is it all about? Multimedia Calendar Contacts 3D Graphics Compass Record sound Push Near Field Communication notifications Background mode Gyro Bluetooth Offline GPS Accelerometer More advanced functionality www.frojd.se

32. New types of marketing possibilities! Marketing that provides a value Utility/Service marketing (Promillekollen) Banners & Product Display Event marketing (Mini Getaway) www.frojd.se

33. 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? www.frojd.se

34. 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/ www.frojd.se

35. 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/ www.frojd.se

36. Device targets ๏ Number of iPhone models ever made: 6 ๏ Number of Android devices*: * http://www.bgr.com/2012/05/16/android-fragmentation-visualized- www.frojd.se opensignalmaps/

37. Hybrid apps Native Hybrid Web Tech Html5 Objective C CSS3 Java Javascript Enables native app functionality while still retaining the benefits of cross platform development (cheaper and quicker). Best of both worlds? www.frojd.se

38. Hybrid App > Native app www.frojd.se

39. User reactions :( Svt Play Bookatable www.frojd.se

40. Hybrid App > Native app Successful re-launch of Facebook application. Svt Play Bookatable www.frojd.se

41. ? What should I choose?

42. Web or App? It depends on what is most important Web based solution Applications ๏ Enabling recurring use ๏ Maximum freedom and control ๏ Establishing a lasting relationship with users ๏ Cost efficiency ๏ The user’s experience ๏ Search Engine Optimisation ๏ Advanced features & functionality ๏ Users from social sharing ๏ Existing clients! ๏ New customers! www.frojd.se

43. You do not have to choose! ๏ Many companies and organizations use both. ๏ Distinct, separate purposes & target audiences.

44. You do not have to choose! ๏ Many companies and organizations use both. ๏ Distinct, separate purposes & target audiences. mobil.blocket.se 348 486 unique browsers w.16 2012 app.blocket.se 638 760 unique browsers w.16 2012

45. Our guide to a successful mobile project Tech & Trends 5. Measure, evaluate and improve 2. Create an idea of the solution 1. Set the strategy & purpose Target Group Insights Product/ Brand 4. Choose the technology that lives up to your vision. Develop it! 3. Return on investment? Mobile site App Responsive web Hybrid app

46. 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

47. Let the mobile device add an extra layer to reality! View case movie: http://www.youtube.com/watch?v=vEE6M0iW-Nw www.frojd.se

48. Good luck! Anna Gullstrand Andreas Ekegren VD Teknisk projektledare +46 70-563 35 77 anna.gullstrand@frojd.se +46 72-722 04 03 andreas.ekegren@frojd.se