1. DAVID ALLEN
dra01@btconnect.com
+44 7785-225447 or +44 7787-996099
@mobileengage
http://uk.linkedin.com/in/davidallen181054/
Significant Background:
Mobile Customer Engagement Tools: QR, Barcode, Datamatrix, NFC @Scanbuy/NeoMedia
Customers: London Olympics, Coke, Pepsi, Daily Mail Group, VW Groupe, Skoda Motors, Mediacom, McDonalds…
Bricks & Mortar Mobile Interface: 1st mobile shipping app, mobile printing, mobile site dev. @EssentialAddress.com
Customers: FedEx, SSA Infor, TAG Aviation, NHS, Vodafone, T-Mobile, Surrey Council(s), ASDA, John Lewis…
Mobile Search & Retrieval: device search, active link search, e-discovery @e-Discovery Europe/Blackball
Mobile Infrastructure: VoIP systems, structures, and interfaces; backbone investments @Swyx/Mobile projects
Mobile Security: structural, backbone, and device, layer 3 security and up @Asita
Mobile Collaboration: conferencing, web/systemic collaboration, data sharing @Evoke
2. APP MARKET SIGNIFICANT ISSUES
75+% internet search on mobiles/tablets now, up from 35% in 2 years; PC sales declining quickly
At start of 2013, 5% total advertising/marketing spend directed towards mobile, now have a
“panic to be present”… So, what if you doubled mobile spending???
Inherent limitation of physical size: if you have someone throwing £2B at you, what would you
do with it??? Where would you spend it even if you could???
Mobile Sites: 5-7 simple point-to-point tasks
vs.
Mobile Apps: actually do things, very task oriented
Agency bias to early adopters: entertainment emerged into engagement and into value
Power of HTML 5 and “Agile” Programming
Emergence of App Complexity/ Requirement of Traditional IT Skill Sets
3. OPPORTUNITY
Into “easily connected” Wi-Fi enabled environments
Apps that Demand to Engage outside the home
Value to be added: Efficiency (do “it” cheaper/easier) vs. Enlarge Market (sell more)
Connections to other apps in direct proximitous “appmosphere” e.g. Universal
Connections to other business processes; cross platform real time usage e.g. Evernote
Evolving Customer Environments e.g. multi stage value
Markets that can be dominated e.g. Mobile Roadie
Apps that embed alternate functionality e.g. QR or barcode scanners or NFC or AR
4. IS IT BECOMING HARDER TO GET AN APP
OFF THE GROUND?
MOBILE MARKETER, Chantal Tode, 21st March 2013
775,000 apps in the Apple App Store, Google Play about the same
Apple and Facebook are trying to filter out the spammy or less customer-focused apps
Opportunities remain, important to pick the right ones
Big opportunity with apps that try to improve users’ everyday workflow
Need to react to feedback once an app is live and quickly respond with updates
Developers need to have a budget of at least $100,000 per app per platform to be commercially
successful???
Likelihood of success depends much more on treating the applications like products
Opportunity in less developed ecosystems such as BlackBerry and Windows Phone