The mobile opportunity: what every business leader needs to know
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In our digital world, customer experiences are delivered primarily through the mobile. There are several compelling reasons why businesses should utilize this opportunity to build their brand.
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The mobile opportunity: what every business leader needs to know
- 1. The mobile app opportunity: what every business leader needs to know
- 2. Mobile rules the world. Mobile apps more so.
- 3. Mobiles: everywhere and more used than desktops 0 700 1400 2100 2800 2013 2014 2015 2016 In the US, 92% of 18- to 29-year-olds own a smartphone 0 450 900 1350 1800 2012 2013 2014 2015 Desktop Mobile Mobile users have eclipsed desktop users2.8bn - global smartphone installed base In the US, 92% of 18- to 29-year-olds own a smartphone Source: Comscore
- 4. Mobile now represents almost 2 out of 3 digital media minutes Source: Comscore
- 5. Hourly spend on mobile Japan UK USA China 0 5 10 15 20 4.29 4.33 11.03 18.42 2.01 2.36 4.6 13.98 Spend, in USD, generated by each hour of app use includes mCommerce, App Store and in-app advertising Source: AppAnnie
- 6. In some countries, mobile users spend >1 hour per month shopping South Korea India Japan Germany UK USA 0 25 50 75 100 Shopping Finance Average minutes per month per user Source: AppAnnie
- 7. Mobile apps are approaching 60% of total digital time spent 0 17.5 35 52.5 70 Dec 2014 Jun 2015 Dec 2015 Jun 2016 Mobile Mobile App Desktop Source: Comscore
- 8. Smartphone app usage time is highest among millennials 0 25 50 75 100 19-24 25-34 45-54 55-64 55.6 78.8 85.6 93.5 40.7 73.1 82.5 90.6 Average Monthly Hours per Smartphone App Visitor by Age Source: Comscore
- 9. 18-44 year-old males most likely heavy app downloaders - test-drive at least 5 new apps each month. 13-17 18-24 25-34 35-44 45-54 55-64 65+ 0 35 70 105 140 Index High as Heavy App Downloaders Source: Comscore
- 10. Apps are integral to categories like travel & local 0 32.5 65 97.5 130 US UK Mexico Germany May 2016 May 2017 70 75 80 85 90 US Mexico Germany Brazil May 2016 May 2017 Average minutes per month per user in travel & local Percent of users who used at least one travel & local app Source: AppAnnie
- 11. Mobile apps are re-de鍖ning the retail experience 71% of retail app users claim to enjoy shopping on their mobile devices. 57% of mobile users say they shop using mobile apps regularly (1x / week). 72% of mobile users claim mobile apps make shopping easier. 46% of users say they are more likely to shop using mobile apps than they are to shop online. No. of mobile retail apps have on smartphone (US) 0 5.5 11 16.5 22 1 2 3 4 5 6-10 11+ Source: eMarketer
- 12. Mobile apps are re-de鍖ning the banking experience Mobile banking customers bring 72% more revenue than branch-only customers. Mobile banking customers have 2.3 product holdings compared to only 1.3 products for branch-only customers. Customers with high mobile banking satisfaction are much more likely to recommend their bank to others as well as reuse a bank for another product than customers who do not use a banking app. Source: Forbes
- 13. For one minute of time spent on mobile web, seven minutes are spent on a mobile app. 13% 87% Mobile app or Mobile web? Source: Comscore
- 14. App audiences spend 20x more time on apps than mobile web visitors. 0 3 6 9 12 App Web 11.4 4 Average Monthly Unique Visitors (MM) 0 50 100 150 200 App Web 9.3 188.6 Average Monthly Minutes per Visitor Key takeaway: building an app audience is not easy. But they are a lot more loyal than mobile web users Source: Comscore Top 1000 Mobile Apps vs. Top 1000 Mobile Web Properties
- 15. No access to device except geo location Needs internet for access Less expensive than mobile app to design & maintain Hardwares camera, microphone, accelerometer , GPS can be accessed High level of personalisation possible Superior user experience More expensive than mobile web; custom coding, cross platform Mobile Apps offer better functionalities, user experience and engagement Mobile Web Mobile App
- 16. Mobile apps: the challenges
- 17. 1. Highest engagement apps - owned by a handful of companies with deep pockets Facebook FB Messenger YouTube Google Maps Google Search Google Play Gmail Pandora Instagram 0 37500 75000 112500 150000 Top Mobile Apps by Unique Visitors (000) Key Takeaway: Top apps fall into Utilities, Social. Entertainment and Retail - ful鍖lling some critical need of users Source: Comscore
- 18. 2. Nearly 50% of smartphone users dont download any apps in a month, and the average user downloads two 51% 49% 0 15 30 45 60 6 7 6 8 11 13 1 App 2 Apps 3 Apps 4 Apps 5-7 Apps 8+ Apps Key Takeaway: 13% of smartphone owners account for more than half of all download activity in a given month. Smartphone Users Number of App Downloads Per Month Source: Comscore
- 19. 3. Only a handful of apps are most often used 0 17.5 35 52.5 70 1 2 3 4 5 358 18 61 47 10 18 45 Phone Tablet Share of Individual Users Time Spent on Apps by Rank (in %) Source: Comscore
- 20. So, what can app owners do to increase chances of success?
- 21. 1. Build these critical factors into the app strategy PROVIDE VALUE, RESOLVE A PAIN POINT DELIGHTFUL USER EXPERIENCE DESIGN TO ACCOMPLISH TASKS 1 2 3 Provide a unique value - a reason to use the app regularly. It could be solving a problem, offering entertainment, utility value etc. Your app should be a delight to use - both from a design and functionality point of view. Personalise customer experience when possible Help users accomplish tasks fast, the easy way
- 22. 1. Build these critical factors into the app strategy KNOW THY CONSUMER USE ANALYTICS WISELY ENCOURAGE REPEAT USAGE 4 5 6 A deep understanding of consumer behaviour towards category & app usage is a must. E.g in data-poor countries, app size & phone capacity is a big deterrent Adopt a data 鍖rst mental model that is user centric more than business centric. Track app usage data to constantly improve Use a combination of app features and push noti鍖cations to drive repeat usage
- 23. 2. Work with experienced technology partners who add value PRODUCT MINDSET USER EXPERIENCE ARCHITECTS SOFTWARE & DEVELOPMENT EXPERIENCE Work with team who have experience & skill sets in developing beautiful and successful digital products Partner with a team which has user experience architects driving the digital product design A digital product is only as good as the experience and that can be delivered by engineers who know how to get things done. How To Choose the Perfect Technology Partner
- 24. 3. Follow rigour in the app development process 1 2 3 4 5 6 7 Discovery: user insights Storyboarding: app map UX Prototyping: the mockup Extreme Engineering: coding Acceptance Testing UI Design: look & feel Functional Testing
- 25. Image: Wired What is it? Messenger-like interfaces powered either by bots, humans or 'machine augmented human intelligence', meant to simplify prede鍖ned task(s) Why popular? Seen as easy and fun way to help customers achieve an outcome. Pros: Works well for most transactional interactions ordering 鍖owers, booking utility services, news Cons: Little scope to create a brand experience or immersive app usage. Not suitable for some categories Chatbots
- 26. Key Trends: chatbots Siri is the 鍖rst chatbot most people became familiar with. Apple created an easy to use chatbot to answer user questions Alexa is an intelligent personal assistant developed by Amazon, made popular by the Amazon Echo, that allows users to command many aspects of their home with the ease of simply saying Alexa, followed by the command. Googles Allo has smart reply technology that learns the style of the user to formulate likely responses to friends to save time for the user.
- 27. Image: RoboTech Labs What is it? Inter-networking of physical devices which enable them to collect and exchange data. Why popular? They bridge the gap between physical and digital world; improve productivity Use cases: Smart homes, wearables, connected cars, smart retail healthcare and more Internet of Things
- 28. Nest allows users to control their home thermostat and other devices from anywhere in the house or country Amcrest WiFi Smart Plug give your wall outlets WiFi Connectivity scheduled tasks and shutdown timer utilities Yale, the worlds largest lock manufacturer offers products that let you lock and unlock your home remotely. And it works with Nest. ShotTracker is a system that uses wearable technology to track basketball teams shooting success, giving insights into player strengths and areas for improvement Internet of Things
- 29. What is it? inter-networking of physical devices which enable them to collect and exchange data. Why popular? Aside from novelty, virtual reality has the potential to create immersive brand experiences. Use cases: gaming, virtual tours, product demos, immersive brand experiences Virtual Reality
- 30. What is it? a technology that superimposes a computer-generated image on a user's view of the real world, thus providing a composite view. The next wave: the next version of Apples iOS 11 will make it easier for developers to create augmented reality experiences thanks to ARKit - a new frameworkUse cases: gaming, utilities, product demos, brand experience, shopping Augmented Reality
- 31. AR in the real world Lowes: Guides Customers to In-Store Items via Augmented Reality
- 32. Location based services Snapchat is a perfect example of and LBS, as they have Snapchat Stories where users at the same location can add videos to a nationwide story for others to view. They also recently added Maps where users can see the locations of their friends. Tinder is a great example of an app that thrives on LBS. It allows users to match with each other as long as they are close enough based off location. Uber, a giant in the App industry uses LBS, allowing users to call Uber to their location for easy ride-sharing.
- 33. Voice can replace typing Google Assistant: Nearly 70% of Requests are Natural or Conversational Language - Mary Meeker Report, 2017 The Next Billion Mobile Users Will Rely on Video and Voice - WSJ
- 34. Taking Pictures Can Replace Typing Google Lens Will Provide Greater Context to Images - Mary Meeker Report, 2017
- 35. In sum Mobile apps are a critical part of business success for several categories A technology partner who understands the business and crafts an optimal strategy & design solution is a critical factor for success Seek to provide value and delightful customer experience Embrace emerging technologies to add value
- 36. Some best in class mobile apps
- 37. McDelivery Intuitive navigation, joyful interactions and improved visual appeal Key areas of the app re-design: 1. Making discovery easy 2. Promote decision making 3. Delightful interactions
- 38. 38息 Robosoft Technologies 1996-2016 - Con鍖dential Document 25% reduction in support tickets with new apps 2x increase in mobile orders in a span of 3 months More users customising their meals on the mobile app. Around 80% of the users have rated the McDelivery app experience as good or loved. McDelivery: results
- 39. Dubber A simple but smart call recording app A cloud-based油call recording and audio asset management service on iOS and Android. A game-changer app in clients words.
- 40. An all-in-one, many-in- one news app One of the 鍖rst news apps in India to create a native mobile app for iOS and has grown in content across platforms over the years.
- 41. This iPad app for a leading US airline had a host of ground breaking features: a unique Glass Bottom which allowed the user to see an aerial view of the map as from the air. The development of this app required that we integrate geo tagging in addition to developing PDF readers for the in-鍖ight magazine within the app. Users can customize their pro鍖le, view transactions and frequent 鍖yer account on the go A LEADING US AIRLINE
- 42. This app, nominated at the prestigious BAFTA Awards, is an exercise buddy and coach in your living room. It features an avatar which demonstrates the exercise routine. At the end of the session the app displays 鍖tness scores and levels of progress. These points are graphed over time and a tailor made exercise regimen is set to suit your needs. Activity Friends Leader board Pro鍖le A MAJOR US FOOTWEAR & APPAREL COMPANY
- 43. About Robosoft 1500+ apps developed 2 300 million+ downloads 3 200+ apps featured in Apples New & Noteworthy section Several prestigious global awards A talented team of 600+ across six of鍖ces 1 4 5 6 20 years of software development experience