Presentation on the five truths everyone wanting to implement a mobile app should know, as well as the five questions they should answer before implementing the app. Given at the Art of Mobile conference on October 27, 2011, by Mike Ishmael.

1. Mobile Apps for Business…
How Do I Get Started?
Mike Ishmael
October 27, 2011

2. Questions?
Text TAOM to 55678
Text TAOM How much wood would a woodchuck chuck to 55678

3. Topics for Discussion
5 Truths 5 Questions

4. Truth 1 – Ubiquitous
US Metrics
312.4 327.6
350
300
250
Millions
200
150
100
50
0
Population Wireless
Subscriptions
Source: CTIA
4Q 2010 Worldwide Device Sales Worldwide Ownership
100.9 5.1
120 92.1 6 4.2
100 5
Millions of Units
Billions of Units
80 4
60 3
40 2
20 1
0 0
PCs Smartphones Toothbrushes Cell Phones
Source: IDC Source: Mobile Marketing Association Asia
25 Million iPads Sold as of June this Year

5. Truth 2 – Primary Communication Vehicle
29.7% Total wireless only households in US
53.5% Wireless only households in US (age 25-29)
30.1% Wireless only households in OK
32.5% Wireless only households in TX
35.2% Wireless only households in AR
– National Center for Health Statistics
196.9B text messages per month in US
2.25T annualized minutes of use in US
- CTIA
Source: Scott King Blog

6. Truth 3 – Always Present and Always On
On average, smartphone users will check their
phones every 10 minutes and up to 34 times
per day. – Finnish Study
A UK study showed that 88% of smartphone
owners have made checking their smartphone
the first thing they do in the morning.
That same UK study showed 6 out of 10
checked their smartphone before they got out
of bed.
91% of people in US have cell phone within
reach 24/7 – Morgan Stanley

7. Truth 4 – Becoming Smarter and More Powerful
In June of 2011 40% of Mobile Subscribers in US
had smartphones.
50% of Mobile Subscribers in US will have
smartphones by EOY.
– Nielsen

8. Truth 5 – It’s Not (Just) About Voice
Source: 1000Memories
18- to 34-year-olds average
monthly voice minutes have
plunged from about 1,200 to
900 in the past two years.
Texting has more than
doubled in the same period,
from 600 messages a month
to more than 1,400 texts a
month.
– 8/11 Nielsen

9. 5 Questions to Answer
What is the business issue we are addressing?
Direct/Channel Sales Customer Service/Support
Connect with Product Users Enable Employees

10. 5 Questions to Answer
Who is our target audience and what do they need?
Office Workers
Medical Workers
Field Workers
Road Warriors

11. 5 Questions to Answer
How do we make the app simple, attractive, and interesting?
User Experience/Interface
Embedded Games
Mobile Capabilities

12. 5 Questions to Answer
Where are we going to publicize the app?
500,000 275,000

13. 5 Questions to Answer
When do we need to launch the app
and how often will we have updates?

14. Key to Mobile Success
5 Truths 5 Questions

15. Thank You
Mike Ishmael
Email: mike.ishmael@reddirtmobile.com
Mobile: 918.406.5735
Web: www.reddirtmobile.com
Blog: www.themobilists.com