Our guide to a successful mobile project - how to navigate the mobile landscape! The 5th of October we invited agencies and companies to a breakfast seminar about how to execute successful mobile projects.

1. Navigate the mobile landscape
– A guide to a successful mobile project
Breakfast at Fröjd Interactive
20121005
www.frojd.se

2. Our guide to the successful mobile project
Tech & 5. Measure,
1. Set the Trends 2. Create an
evaluate
strategy & idea of the
and
purpose solution
improve
Target
Group Product/
Insights Brand
4. Choose the
technology that
lives up to your
3. Return vision. Develop it! Mobile site
on
investment?
App Responsive
web
Hybrid app

3. Why are we here
today?

4. www.frojd.se

5. Why are we here today?
To Reduce Friction

6. What happens if you don’t?
1999: It took 3 weeks for the ”online world” to switch search engine...
www.frojd.se

7. 28%
www.frojd.se
76% use their mobile devices while queing
69% use their mobile devices while shopping
62% use their mobile devices while watching TV
47% use their mobile devices while commuting
* http://www.slideshare.net/george.adamson/designing-for-mobile-that-means-
everything?nomobile=true

8. Why go mobile?
Web on
mobile
* http://mobile.smashingmagazine.com/2012/08/22/separate-mobile-
www.frojd.se responsive-website-presidential-smackdown/

9. Still many left behind...
www.frojd.se

10. Our guide to a successful mobile project
Tech & 5. Measure,
1. Set the Trends 2. Create an
evaluate
strategy & idea of the
and
purpose solution
improve
Target
Group Product/
Insights Brand
4. Choose the
technology that
lives up to your
3. Return vision. Develop it! Mobile site
on
investment?
App Responsive
web
Hybrid app

11. 1. Set a strategy & purpose
Understand: Integrate with:
Target Product/
Audience Service
Digital Life Brand
Business
Strategy
Know about:
Trends
Tech
possibilities
www.frojd.se

12. What do you want to accomplish?
Marketing Simple access
User experience for Utility/Service
loyal customers Marketing
*King of the Slope, by Lowe Brindfors for Vattenfall, Sveriges Tryggaste Händer by
www.frojd.se Åkestam Holst for Posten, Bukowskis by Bukowski Auktioner AB, Fröjd by Fröjd.

13. Our guide to a successful mobile project
Tech & 5. Measure,
1. Set the Trends 2. Create an
evaluate
strategy & idea of the
and
purpose solution
improve
Target
Group Product/
Insights Brand
4. Choose the
technology that
lives up to your
3. Return vision. Develop it! Mobile site
on
investment?
App Responsive
web
Hybrid app

14. 2. Create an idea of the solution
Understand: Integrate with:
Target Product/
Audience Service
Digital Life Brand
Business
Solution
Know about:
Trends
Tech
possibilities
www.frojd.se

15. 2. Create an idea of the solution
Marketing
Performance
Apps, mobile Speed
web sites and
}
responsive
design all have User
very distinct Experience
Social Media
benefits and Integration
disadvantages.
Security Offline /
Online
SEO
Functionality
www.frojd.se

16. www.frojd.se

17. Our guide to a successful mobile project
Tech & 5. Measure,
1. Set the Trends 2. Create an
evaluate
strategy & idea of the
and
purpose solution
improve
Target
Group Product/
Insights Brand
4. Choose the
technology that
lives up to your
3. Return vision. Develop it! Mobile site
on
investment?
App Responsive
web
Hybrid app

18. 3. Calculate the return on investment
๏ What will it cost NOT to do it? What if your competitors do
it first?
๏ Current Analysis: How many mobile users do you have
today? How many can you reach? What does the trend look
like?
๏ What is the value of reaching them? What is every visit/
lead worth?
๏ Which direct profit can you get? Will you make or save
money?
๏ Which indirect value can you get? In terms of Marketing,
Brand Awareness, Internal Pride, PR etc?
www.frojd.se

19. Our guide to a successful mobile project
Tech & 5. Measure,
1. Set the Trends 2. Create an
evaluate
strategy & idea of the
and
purpose solution
improve
Target
Group Product/
Insights Brand
4. Choose the
technology that
lives up to your
3. Return vision. Develop it! Mobile site
on
investment?
App Responsive
web
Hybrid app

20. App vs web
Application Web
๏ Better user experience ๏ SEO friendly
๏ Shorter loading times ๏ Easy sharing between
๏ Advanced functionality users
(background mode, access to ๏ Cost efficient way to reach
compass, etc.) a broad target group
๏ Allows optimization according ๏ Greater freedom (not
to the user’s current limited to AppStore
connection (3G vs WiFi) approval)
๏ Permanent presence on the ๏ Faster deployment of
user’s home screen. updates
www.frojd.se

21. App vs web – user time spent
* http://www.businessinsider.com/bii-report-the-winner-of-the-apps-vs-
browsers-war-is-2012-9
www.frojd.se

22. New customers?
Existing customers?
Kill time?
Save time?
www.frojd.se

23. Search on mobile
๏ 1/3 of mobile search on
”When we started to
Google has a local touch.
measure mobile hotel
๏ Google Adwords show bookings in 2010, they
direct links to map, phone were close to zero, now
number, downloading of they are 10%. Within 3
app etc. years I believe that half
๏ Google search for mobile of our bookings will
favours mobile sites in come from mobile.
organic search results.
*http://www.dn.se/ekonomi/din-ekonomi/hitta-
www.frojd.se billiga-hotell-med-mobilen #

24. “Going forward, at the moment our view is that HTML5
doesn't quite have the same capabilities to create a
compelling user experience as native apps in iOS and
Android have. It is much harder in HTML5 to create that
really compelling immersive lean back experience and
over time that will change. There are companies that are
pushing the boundaries of HTML5, and in the future it
will be a technology that enables publishers to very
efficiently and effectively publish content across different
platforms. I just don't think we're there yet.”
Nick Blunden, Global Publisher
of Digital for The Economist
* http://www.fiercemobilecontent.com/story/economists-mobile-chief-explains-
www.frojd.se move-apples-newsstand-html5/2012-05-15

25. Our guide to a successful mobile project
Tech & 5. Measure,
1. Set the Trends 2. Create an
evaluate
strategy & idea of the
and
purpose solution
improve
Target
Group Product/
Insights Brand
4. Choose the
technology that
lives up to your
3. Return vision. Develop it! Mobile site
on
investment?
App Responsive
web
Hybrid app

26. Design and develop web for mobile
Responsive design Dedicated mobile site
๏ One site for all screens and devices. ๏ Mobile website which is completely separate
๏ Interface and features adapt from the “regular” web site.
dynamically depending on screen size. ๏ Usually still shares the same content
www.frojd.se

27. Pros & Cons
Mobile site Responsive design
๏ Customised content, ๏ One site to develop
structure & functionality ๏ One site to maintain
for mobile use
๏ Readily adaptable to future
๏ Unique experience screen sizes/resolutions
๏ Optimised to speed ๏ Simple URL management
๏ Less data transfer ๏ More of the ”full” version
๏ Allows use of mobile
platform-specific UI
enhancements
www.frojd.se * http://mobile.smashingmagazine.com/2012/08/22/separate-mobile-responsive-website-presidential-smackdown/

28. A great mobile site - it’s in the details
๏ Help the user
๏ Less is more
๏ Important stuff first
Reduce friction
} ๏
๏
๏
Shape up your forms
Connect to keyboard layout
Standard input controls
๏ Touch/swipe instead of clicks/
buttons
๏ Link to ”full site”
www.frojd.se

29. The importance of speed
๏ 70% of mobile users expect mobile sites to load as fast – or
faster – than their large-screen counterparts*
๏ 75% expect a mobile site not to take more than 5 seconds to
load*
๏ 25% of users will even abandon a web site if it takes more
than 4 seconds to load**
User
expectations ≠ Mobile Web
Experience
* http://mobile.smashingmagazine.com/2012/08/22/separate-mobile-responsive-website-presidential-smackdown/
www.frojd.se ** http://torsionmobile.com/2012/06/02/how-load-times-affect-user-satisfaction-infographic/

30. Our guide to a successful mobile project
Tech & 5. Measure,
1. Set the Trends 2. Create an
evaluate
strategy & idea of the
and
purpose solution
improve
Target
Group Product/
Insights Brand
4. Choose the
technology that
lives up to your
3. Return vision. Develop it! Mobile site
on
investment?
App Responsive
web
app
Hybrid App

31. Apps - what is it all about?
Multimedia
Calendar
Contacts
3D Graphics
Compass
Record
sound
Push Near Field
notifications Communication
Background
mode
Gyro Bluetooth Offline
GPS
Accelerometer
More advanced functionality
www.frojd.se

32. New types of marketing possibilities!
Marketing that provides a value Utility/Service marketing (Promillekollen)
www.frojd.se Banners & Product Display Event marketing (Mini Getaway)

33. Major challenges with Apps
๏ How to find your app? (paid media?)
๏ How to make people use it more than
once?
๏ How to cope with the competition on
the ”homescreen”?
๏ How to get people to update to new
versions?
๏ How to keep the dialog with your new
relations?
๏ Which phones should you support?
www.frojd.se

34. Why prioritise Android?
๏ Open
๏ Full access to phone
functionality
๏ Developers can ship &
test without waiting
๏ Growing: 4 Android
devices / 1 iPhone sold.
* http://www.forbes.com/sites/adriankingsleyhughes/2012/08/11/four-android-
www.frojd.se phones-shipped-for-every-iphone-sold-but-malware-also-on-the-increase/

35. Why prioritise iOS
๏ Users use more apps.
๏ Users use apps more often.
๏ Users are more willing to pay.
๏ Other TA > more profitable
apps.
๏ Fewer devices/OS-versions to
target, develop and test against.
* http://www.localytics.com/blog/2012/app-user-loyalty-increasing-ios-beats-android/
** http://scobleizer.com/2012/09/12/context-is-the-new-battleground-between-android-and-ios/
***http://www.phonearena.com/news/App-Store-generates-6-times-more-profit-than-Android-Market_id24992
**** http://www.droid-life.com/2012/09/06/android-users-catching-up-with-ios-in-willingness-to-pay-for-apps/
www.frojd.se

36. Device targets
๏ Number of iPhone models ever made: 6
๏ Number of Android devices*:
* http://www.bgr.com/2012/05/16/android-fragmentation-visualized-
www.frojd.se opensignalmaps/

37. Hybrid apps
Native Hybrid Web Tech
Html5
Objective C
CSS3
Java
Javascript
Enables native app functionality while still retaining the
benefits of cross platform development (cheaper and
quicker).
www.frojd.se
Best of both worlds?

38. Hybrid App > Native app
www.frojd.se

39. User reactions :(
www.frojd.se Svt Play Bookatable

40. Hybrid App > Native app
Successful re-launch of Facebook application.
www.frojd.se Svt Play Bookatable

41. ?
What should I choose?

42. Web or App?
It depends on what is most important
Web based solution Applications
๏ Maximum freedom and ๏ Enabling recurring use
control ๏ Establishing a lasting
๏ Cost efficiency relationship with users
๏ Search Engine ๏ The user’s experience
Optimisation ๏ Advanced features &
๏ Users from social functionality
sharing ๏ Existing clients!
๏ New customers!
www.frojd.se

43. You do not have to choose!
๏ Many companies and
organizations use
both.
๏ Distinct, separate
purposes & target
audiences.

44. You do not have to choose!
๏ Many companies and
organizations use
both.
๏ Distinct, separate
purposes & target
audiences.
mobil.blocket.se app.blocket.se
348 486 638 760
unique browsers w.16 2012 unique browsers w.16 2012

45. Our guide to a successful mobile project
Tech & 5. Measure,
1. Set the Trends 2. Create an
evaluate
strategy & idea of the
and
purpose solution
improve
Target
Group Product/
Insights Brand
4. Choose the
technology that
lives up to your
3. Return vision. Develop it! Mobile site
on
investment?
App Responsive
web
Hybrid app

46. 5. Measure, evaluate and improve
๏ As with all digital projects - the real work begins AFTER
the launch.
๏ Listen to your users and value their feedback.
๏ Choose a few Key Performance Indexes and measure them
through statistical tools.
๏ Evaluate and analyse the result.
๏ Create theses and test them - through A/B-testing, change
of content/structure/flow etc.
๏ Improve your solutions - re-launch and become even more
successful!
www.frojd.se

47. Let the mobile device add an extra layer to reality!
www.frojd.se View case movie: http://www.youtube.com/watch?v=vEE6M0iW-Nw

48. Good luck!
Anna Gullstrand Andreas Ekegren
VD Teknisk projektledare
+46 70-563 35 77 +46 72-722 04 03
anna.gullstrand@frojd.se andreas.ekegren@frojd.se