WITI Summit 2013 Mobile Technology Trends & Strategy
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The complete presentation from the Mobile Technology & Strategy Workshop at the 2013 Women in Technology Summit. Includes slides from Bess Ho and Amanda McConnell.
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WITI Summit 2013 Mobile Technology Trends & Strategy
- 1. Women Powering Technology Summit Workshop: Mobile Workshop: Mobile Jun 2, 2013 Santa Clara CA Bess Ho @bessBess Ho @bess Archimedes LabsArchimedes Labs Mobile TrendsMobile Trends
- 3. Mobile Trend
- 5. Mobile First Web Second Fred Wilson 2010
- 6. “ Mobile First follow fredwilson to 40404 ” Your SMS Message: In 2010 46% Twitter active users use mobile regularly
- 7. Mobile First Foursquare has little value on its web app Foursquare delivers key values on mobile
- 8. Desktop vs Mobile Kleiner Partner Mary Meeker’s 2013 May Report
- 9. eCommerce vs mCommerce Kleiner Partner Mary Meeker’s 2012 May Report
- 10. iPhone vs Tablet Kleiner Partner Mary Meeker’s 2012 May Report
- 11. Desktop Laptop vs Tablet Kleiner Partner Mary Meeker’s 2012 May Report
- 12. Big Data In 2011 Mobile data was 8x the size of web data in 2000 No. of mobile devices exceeds no. of worldwide population by 2013 Cisco’s Visual Networking Index (VNI) Mobile Report 2012
- 13. Big Data More Cisco’s Visual Networking Index (VNI) Mobile Report 2012
- 14. Big Data More Data More Connectivity More Bandwidth Cisco’s Visual Networking Index (VNI) Mobile Report 2012
- 15. Mobile Usage Sandvine 2012 Report
- 16. mVideo 52% of mobile traffic is Video Mobile video is Top activities for mobile users By 2016 70+% mobile traffic will be Video Cisco’s Visual Networking Index (VNI) Mobile Report 2012
- 17. Audio Video Streaming YouTube is the largest source of mobile web traffic 12-25% Netflix 2% Pandora 6% Sandvine 2012 Report
- 18. Mobile Monetization Web Mobile “Biggest Mistake” =
- 19. 2013 Mobile Trends 78% of retailers will invest into mobile commerce. In 2012 over 41% of smart phone users have already made purchases using mobile. It is estimated it will almost double in 2013. 62% of shoppers search for deals digitally for half of their shopping trips 52% of adults use their mobile while shopping for advice before making a purchases
- 20. Shopping Process Consumers are increasingly beginning the research and shopping process on smartphones and tablets and then migrating the buying to the device itself or influencing the purchasing decisions in- store Research Shopping Buying on Device Purchase In-Store 11 22 33
- 21. Mobile Monetization iPad iPhone “Bigger Mistake” =
- 26. With one out of two phones are web- and application-enabled, mobile payments are predicted to reach up to $214 billion by 2015. Users are no longer buying only phone- related stuff using device. It shifted towards in-store-like purchases: books, apparel, jewlery, etc. This hints at 2013 being a critical year for mobile’s influence on other retail channels. 2013 Mobile Trends
- 27. 2013 Mobile Trends Gamification driven marketing campaigns Mobile Camera is an effective way to interact with customers or to gather information 1) take a photo of receipt instead of mailing it 2) take a photo of credit card instead of filling the form fields 3) take a photo of hotel room instead of writing a review
- 28. Mobile Monetization FREE APP PAID APP 44% 56% Freemium Business Model App Sales Avg $3.77Avg IAP $14
- 29. In-App Purchase 30% of iOS revenue comes from in-app purchases in 2010 34 of Top 100 Grossing apps are free monetized by in-app purchases Epic Games made $10 Million in 2011 from Infinity Blade 40+% from in-app purchases Gamesbrief.com 2011
- 30. In-App Purchase (IAP) Average transaction in-app purchase $14 (iOS or Android) 14x revenue than Freemium 51% Revenue from in-app purchases comes from transactions of over $20 Of that 51%, 30% comes from $50+ transactions Gamesbrief.com 2011
- 31. IAP is Addictive 56% of game player that spend a dollar come back to spend a 2nd time 25% spend 3 or more times Gamesbrief.com 2011 Spending is a habit
- 32. Dogs vs Cats Gamesbrief.com 2011 Loyalty is GOLD Loyal Purchaser = 20 x One-time Purchaser 20 : 1 Top Purchaser = 100 x Loyal Purchaser
- 33. Profit Gamesbrief.com 2011 Courting Rule 80-90% of Profit comes from 0.5%of User
- 35. Life Before & After Gamesbrief.com 2011
- 36. Mobile Monetization IAP vs Freemium IAP > Advertised Free App IAP > Pay-to-play (Paid App)
- 37. Mobile Strategy Early DaysEarly Days NativeNative AppApp MobileMobile Web AppWeb App NativeNative AppApp WebWeb AppApp Fred WilsonFred Wilson VC, Union Square VenturesVC, Union Square Ventures ““Mobile First Web Second”Mobile First Web Second”
- 38. Mobile Strategy NativeNative AppApp WebWeb AppApp Fred WilsonFred Wilson VC, Union Square VenturesVC, Union Square Ventures ““App Design Should beApp Design Should be Mobile First, Web Second”Mobile First, Web Second”
- 39. iOS SDKiOS SDK UIWebViewUIWebView CloudCloud HTTPHTTP GET / POSTGET / POST REST APIREST API XML / JSONXML / JSON Strategy IStrategy I Native AppNative App usingusing Objective-CObjective-C • UIWebView is a lite versionUIWebView is a lite version of Safari browserof Safari browser • Update without approvalUpdate without approval processprocess • Content is layout in HTML5Content is layout in HTML5 • Share same contentShare same content • Update using CSS templateUpdate using CSS template
- 40. HTML5HTML5 FrameworkFramework CloudCloud Strategy IIStrategy II Native appNative app usingusing HTML5HTML5 frameworkframework • Appcelerator TitaniumAppcelerator Titanium -- HTML/JS/CSS (iOS /HTML/JS/CSS (iOS / Android / BlackBerry in beta)Android / BlackBerry in beta) • PhoneGapPhoneGap - HTML/JS/CSS- HTML/JS/CSS (iOS / Android / BlackBerry /(iOS / Android / BlackBerry / WebOS / Window Phone /WebOS / Window Phone / Bada / Symbian)Bada / Symbian) HTTPHTTP GET / POSTGET / POST REST APIREST API XML / JSONXML / JSON
- 41. Cross PlatformCross Platform FrameworkFramework Strategy IIIStrategy III Native appNative app usingusing cross-cross- platformplatform frameworkframework • Conrona - LuaConrona - Lua • Adobe AIR - ActionScript 3Adobe AIR - ActionScript 3 & Flash& Flash • Rhodes - RubyRhodes - Ruby • Unity - UnityScript(JS), C#,Unity - UnityScript(JS), C#, Boo(Python)Boo(Python) • Mono - C# .NETMono - C# .NET Lua,Lua, Ruby, AS,Ruby, AS, C#C#
- 42. Mobile Strategy MySQL No SQL= “Bigger Mistake” RSDB No JOIN Not ACID Guarantees Distributed & Fault-tolerant Architecture Horizontally Scale
- 43. Heavy Lifting: No SQL MongoDB Hadoop
- 44. Mobile Strategy Server-side Frameworks = “Bigger Mistake” I/O API Non-Blocking Asynchronous Event-driven JavaScript Server-side API
- 45. Mobile Strategy ThickThick CloudCloud ThinThin CloudCloud ThinThin ClientClient ThickThick ClientClient “Bigger Mistake” =
- 46. Wearable Sensors
- 47. QuickTime™ and a H.264 decompressor are needed to see this picture. LUMOback
- 48. Connected Device
- 49. Google Glass Prototype developed by Google [x] Google’s most secretive lab where Driveless Car is invented Glass Explorer Edition costs $1,500 Rumor from Google Engineers say it costs $300 It won’t accept as consumer product unless it drops below $200
- 50. QuickTime™ and a H.264 decompressor are needed to see this picture. Google Glass
- 51. QuickTime™ and a H.264 decompressor are needed to see this picture. How to use Google Glass
- 53. Mobile First Archimedes Labs Social | Consumer | Mobile @Bess bess@archimedeslabs.com http://www.slideshare.net/bess.hohttp://www.slideshare.net/bess.ho
- 54. What’sYour Mobile Strategy? Mobile Strategy? WITI Summit June 2, 2013
- 55. Who am I? • Amanda McConnell • Head of Product, Rent.com • Previously Sr Director of User Experience at ReachLocal, Inc. • Developed comprehensive mobile strategies for both. • Built Responsive and m. sites and mobile apps. • 13 years in Internet, 7+ years with social and mobile technologies.
- 57. When to go Responsive • Majority of traffic comes from search (SEO / SEM) • Primary work flow is based on a visit from search • Templated site (articles, events, products) • Content intensive • Your m. site is not cutting it
- 58. Pros & Cons Good • Single code base • Change once, apply everywhere • No download required, less breakage • SEO benefit Challenging • Design intensive • QA intensive • Requires optimization • Early stage (ads are not responsive yet; html 5 wrapped native apps are awkward)
- 59. Designing for Responsive From Patty Toland’s 2012 WITI mobile workshop presentation on Responsive Design.
- 61. Who does it well?
- 62. Apps
- 63. Activity 1) Groups of 3 - 4 2) Write down one thing your phone has replaced for each letter of the alphabet. * Thank you to Crystal Washington for this activity
- 64. Which device? • Sensor driven (Fitness, health) • Voice based • Alerts • Augmented Reality WearablePhone • Location Based • Social • High Engagement • Instantaneous Tablet • Media Rich • Shopping • Browse-able content
- 65. Ready to build In House • Mobile centric business model • Design Centric / Highly Interactive • Rapid Iterations • Expensive (Mobile developers start at $100K) • Learning curve Outsource • Extension to core business • Experience & Expertise • Can be cost effective • If offshore, have an onshore Product Manager and / or UX Designer To start you will need Robust API Scalable Backend VS.
- 66. Do you need a Website?
- 67. Do they?
- 68. Now is the time * From KPCB Internet Trends 2013
- 69. Mobile Technology Pauline Alker / a la Mobile Food Alexa Andrzejewski / Foodspotting Genetics Linda Avey & Anne Wojcicki / 23andMe Pets Karine Nissim Hirschhorn & Aaron Hirschhorn / Dog Vacay Mobile Payments Carol Realini / Obopay Events Julia Hartz / Eventbrite Personal Finance Alexa von Tobel / Learnvest Parenting Soleil Moon Fyre & Kara Nortman / Moonfrye Shopping Susan Lyne / Gilt Women in mobile
- 71. Appendix • Eric Qualman Mobilenomics - http://www.youtube.com/watch?v=GRiwUCXPo8U&feature=share&list=UULC9cX5GntaQmTSF6hTqrzA • KPCB Internet Trends 2013 - http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013 • Patty Toland - Filament Group - www.filamentgroup.com • Crystal Washington - http://crystalwashington.com/
Editor's Notes
- 66% of Americans between the ages of 24-35 own a smartphone 81% of Americans will own smartphones by 2015 By 2013 mobile phones are expected to be used for web access tools more than PC’s. By 2015, 80% (estimated) of handsets will be smart phones, according to Forbes and Gartner.
- $12 Billion revenue in mobile apps & advertising Apple paid out $2 Billion in-app purchases & paid app in 2011 Google has higher mobile display ad revenue than Apple Pandora gains $3.87 per user. Monthly subscription $3.99 via app on iOS Google cost per click is down b/c mobile ads generate lower revenue than desktop search ads FB increasing mobile usage drag down its revenue per user
- The patent, which Apple filed with the U.S. Patent and Trademark Office in August 2011, is for a "Bi-stable spring with flexible display" that conforms to your wrist or other parts of the body. The device, according to the patent, would have a continuous display and be able to connect with other portable devices, like the iPhone and even more basic handsets, via Bluetooth or Wi-Fi. With the device, users would be able to do things like adjust the order of a playlist, see recent phone calls, and respond to text messages, according to the patent. Speculation regarding the iWatch has heated up recently, and Apple reportedly has 100 people working on a smartwatch .
- http://www.youtube.com/watch?v=GRiwUCXPo8U&feature=share&list=UULC9cX5GntaQmTSF6hTqrzA Intro workshop, show video, intro Bess.
- Ask who in audience is responsible for the mobile strategy at their company? Who is thinking of starting a mobile based company and / developing an app?
- Does everyone know what responsive is?
- The debate is not mobile app vs. responsive, its m. vs responsive.
- We focused primarily on desktop 1068, tablet profile and smartphone, but one built we need to add refinements for kindle, galaxy notes and smartphone landscape...we also plan on adding a super widescreen for HD TVs and widescreen monitors in the future if our traffic contains to grow on that breakpoint
- Jelly bean (7/2012) - 26.1% Ice Cream Sandwich (12/2011) - 27.5% Gingerbread (2/2011) - 38% Conversely, iOS 6.x has almost 90% market share. "This is something we think about a lot ," Dave Burke, Google's Android engineering director, said of fragmentation. Part of the problem, Burke said, lies in the fact that Android device vendors are able to take the open source code and create their own Board Support Packages — specific implementations of an operating system — to ensure compatibility between their devices and a certain build of Android. http://appleinsider.com/articles/13/05/18/google-engineers-talk-fragmentation-how-to-make-android-work-for-emerging-markets
- Main purpose of a site for mobile based companies is discoverability outside of App Store & google play. That's why you'll see twitter feeds and / reviews pulled into their sites, so that they have that unique, dynamic content to increase their SEO rank.
- In her latest state of the internet Mary Meeker says entrepreneurs are more enabled than ever to turn their passion into successful businesses... Technology is accessible and available, the market is wide open for people with vision... Except the landscape should look more like this....