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CSAE 2011 Annual Conference

CSAE 2011 Annual Conference. Should I begin developing an association app?. Randy Richter Director, Technology Solutions/Partner Association Technology Solutions Authorized iMIS Service Provider of the Year Former Director, Information Technology and Member Services, EDUCAUSE

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CSAE 2011 Annual Conference

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  1. CSAE 2011 Annual Conference

  2. Should I begin developing an association app? • Randy Richter • Director, Technology Solutions/Partner • Association Technology Solutions • Authorized iMIS Service Provider of the Year • Former Director, Information Technology and Member Services, EDUCAUSE • Former Chair of the ASAE technology council • rrichter@atsol.org

  3. Motivations for developing a mobile application • Everyone is doing it • Expectation to attract new/different members • Board members say you have to • We have extra money and don’t know what to spend it on

  4. You must be informed • Let’s set the stage • (some information provided by Powered by Dub)

  5. 1999 PC vs. iPhone 4

  6. Mobile’s Amazing Growth • Mobile device shipments will surpass PC units by 2012 (est. 500MM shipped by 2012) • Source: Projections Morgan Stanley Research, dated June 7, 2010 • Update to above: Mobile device shipments passed PCs in Q4 of 2010! • Source: Kleiner Perkins: http://techcrunch.com/2011/02/10/meeker-mobile-slides/

  7. Mobile’s Amazing Growth • More than half of iPhone users are above 35: • 35-54: 36% • 55+: 17% • Source: http://techcrunchies.com/age-demographics-of-iphone-users/

  8. Apple’s Amazing Growth • Number of Days to Reach 1MM Units Sold: • iPhone: 74 (shipped 6/29/07)* • iPad: 28 (shipped 4/3/10)* • iPhone 4: sold 1.7MM in 3 days* • 100 Million – total number of iPhones sold (through 2010)** • 15 Million – total number iPads sold (in 9 months)** • *Source: Projections Morgan Stanley Research, dated June 7, 2010 • **Source: TechCrunch March 2, 2011 http://www.crunchgear.com/2011/03/02/apple-announces-100-million-iphones-15-million-ipads-sold/

  9. Top Smartphone Platforms • 74.6 million U.S. owned smartphones (as of April. 2011; up 13% since Jan 2011) • Google – 36% (up 5.2% since Jan 2011) • iPhone – 26% • BlackBerry – 25.7% • Microsoft – 6.7% • Source: comScore (June 2011)

  10. Mobile Users More Engaged • Social Networking Fastest Growing Mobile Sector • 240% increase in people accessing social networking apps from phone vs. 124% increase for News Source: comScore (June 2010) • 69.6MM mobile users used Mobile Apps in April 2010 Source: comScore (June 2010) • 76.9 billion apps expected to be downloaded by 2014 Source: IDC (Dec 2010)

  11. Mobile App Usage • 1 in 4 U.S. Adults now use Mobile Apps • Source: Pew Internet Project (Sept 2010) • 43% of total U.S. cell phone users have Mobile Apps on their phones • Source: Pew Internet Project (Sept 2010) • Nearly 2/3rds use their apps daily and 1 in 4 use their apps for more than 30 minutes per day • Source: Pew Internet Project (Sept 2010) • 80% of smartphone users accessed apps in April 2010 (vs 78% accessing browser) • Source: comScore (June 2010)

  12. Mobile App Usage • iTunes Total Song Downloads vs Apps • No. of Songs downloaded: 624 million • No. of Apps downloaded: 10 Billion • Source: Kleiner Perkins: http://techcrunch.com/2011/02/10/meeker-mobile-slides/

  13. Mobile Payments • eBay: over $600MM in revenue from mobile app in 2009/ $2 Billion in 2010 Source:http://techcrunch.com/2011/01/06/ebay-mobile-sales-2010/ • Amazon customers ordering more than $1 Billion worth of products per year via mobile • Source:http://mashable.com/2010/07/22/amazon-mobile-sales/ • Estimated mobile shopping will reach $119 Billion by 2015 • Source:https://www.abiresearch.com/press/1605-Shopping+by+Mobile+Will+Grow+to+$119+Billion+in+2015

  14. Consumers Receptive to Mobile Marketing • 34% more likely to visit company’s website due to mobile message • 28% more likely to make a purchase from company website • 37% those who opted to receive text alerts thought location-based texts could be useful • Source: Social Times

  15. Mobile vs. PC • Mobile more powerful than PC • Does your PC know your location? • Does it go shopping with you or to bed? Your phone is almost never out of sight. • How soon before your laptop gets relegated as checked airport baggage? • Users are networking and buying from mobile now • Your members are mobile, but your association isn’t

  16. What do all of these statistics mean? • Your members are mobile users • Your members use mobile applications • Your members buy things on line through their mobile device • Your members connect to social networks with mobile applications

  17. Not all people agree • Mobile apps are a waste of time for associations – Lindy Dreyer Nov 11, 2010 • There are too many barriers to using your app (download, install, use) • Popular app types don’t favor associations (games, news, maps, social networking) • Association members are not ready yet (38% of adult cell phone users access the internet) • By the time association members are ready, mobile apps will be on the decline • There are better ways to invest in mobile this year • Source (http://www.socialfish.org/2010/11/mobile-apps-waste-time-associations.html)

  18. Opportunities for Associations • Communicate with mobile devices • Text Messaging • Voice Mails • Conference blasts • Association Concerns • Need to collect phone numbers • Need permission to send blasts • May not reach everyone

  19. Text/Voice Mail Blast • As an example www.dialmycalls.com • $10.00 for 140 credits • $500 for 11,100 credits • $3,500 for 100,000 credits • A credit is one SMS or one voice mail and you only pay for those that go through.

  20. QR Codes • Quick Response code – is a specific matrix barcode that is readable by QR barcode readers and camera telephones • Web pages, text • Put on conference materials

  21. Make your Website Mobile Friendly • Adapt your current website • Create entire new site

  22. Make your site mobile friendly • Style for Mobile • Resize images • Automatically detect mobile devices • Rethink Navigation • Provide a clear path to the full site (non mobile) • Don’t break links • Measure the mobile audience • Source http://blogs.sitepoint.com/7-tips-to-make-your-web-site-mobile-friendly/

  23. Example of a mobile website

  24. Example of a mobile website

  25. Build a mobile application • What would you put on it? • Member Directory • News • Events • Sponsorship Opportunities • Would it talk back to your association management system?

  26. How would you build it? • Many platforms • iPhone • Blackberry • Android • WinMo • Symbian • Check out http://en.wikipedia.org/wiki/Mobile_application_development for a list of mobile development platforms and options • Emulators are available • Build for all or just for one?

  27. Build a mobile application • Case Study • Buy a MacBook and create an application. How hard can it be? • Challenging!

  28. Third party companies are now building apps • http://www.poweredbydub.com/ * • Build one application in all platforms • One time and recurring costs • Integrates with some Association Management Systems • http://socious.com/mobile ** • * ATS has relationship with Powered By Dub • ** ATS has a relationship with Socious

  29. Specific Mobile Apps • Conference itinerary and exhibit hall floor plan • Association journals as e-books • Association specific tools – formulas, calculators, estimating tools

  30. Think Sponsorships • Companies are willing to pay to put their logo on your mobile application reducing costs or turning the mobile platform into a non dues revenue generator.

  31. Summary and Recommendations • Mobile devices are becoming predominate in the world • Think about when to have a mobile offering not if • Consider what services/tools will be of interest to members • Consider one single sign on and integration with your association web site and association management system • Carefully consider build verses buy • Consider sponsorships

  32. Questions? Randy Richter Directory, Technology Solutions Association Technology Solutions http://www.atsol.org/ rrichter@atsol.org

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