Top Insights for delivering MEANINGFUL Customer Experiences on Mobile 1. Strategy - Why build a mobile app/experience? 2. Audience - Who is your audience? Consider demographic, geographic and psychographic (attitudes, opinions and interests) variables 3. Content - Is your content relevant, personalized and contextual to the behaviors and actions of your customers? 4. Devices - Can your content be consumed on desktops, smart phones, tablets, smart watches, et al? 5. Design - Have you considered impact of orientation and layout on customer experience? 6. OS - Will you develop for iOS or Android or both? Have you given budget and timeline any considerations? 7. Development - What about a rapid prototype to validate the concept? 8. ROI - Will you offer it for free or charge per download? Is it a companion app that enhances the experience of existing users? Or, does it create new demand? 9. Distribution - How will you distribute this in a crowded ecosystem?

1. MEANINGFUL
Customer Experiences on Mobile
Nirmal Parikh
DigitalWavefront - YourTechnology Partner For Multi-channel Marketing

2. WHY IT MATTERS?
@BOSMarketer #NEDMAInno15

3. GLOBAL Phone Usage
9mobile users/second
WW, Sep ‘14
@BOSMarketer #NEDMAInno15

4. PHONES vs POPULATION
0
200
400
600
800
1000
1200
1400
1600
China India Indonesia US Brazil Russia
Population Mobile Phones
Phones  Population
Phones > Population
@BOSMarketer #NEDMAInno15

5. SMARTPHONE Penetration
0
10
20
30
40
50
60
70
80
19
countries 14
@BOSMarketer #NEDMAInno15

6. GLOBAL Smartphone Reach
Experiences you deliver will
increasingly be MOBILE.
27%
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7. AUGMENTED Humanity
78 +
@BOSMarketer #NEDMAInno15

8. Strategy
Audience
Content
Devices
DesignOS
Development
ROI
Distribution
MOBILE Ecosystem
Why build a mobile app/experience?
Who is your audience?
What will you price it for?
Phones, tablets, smart watches?
Relevant, personalized?
How will you promote?
Layout, Orientation?iOS or Android?
Rapid prototyping?
@BOSMarketer #NEDMAInno15

9. Strategy
Audience
Content
Devices
DesignOS
Development
ROI
Distribution
@BOSMarketer #NEDMAInno15

10. I want a mobile app!
START With Requirements
@BOSMarketer #NEDMAInno15

11. @BOSMarketer #NEDMAInno15
Strategy
Audience
Content
Devices
DesignOS
Development
ROI
Distribution

12. KNOWING Your Audience
Who?
How large?
Location?
Expectations?
@BOSMarketer #NEDMAInno15

13. UNDERSTANDING Them
85
86
87
88
89
90
91
92
93
94
Men Women
Gender
0
20
40
60
80
100
120
18-29 30-49 50-64 65+
Age Group
86
87
88
89
90
91
92
93
Urban Suburban Rural
Community Type
84
86
88
90
92
94
Education Level
@BOSMarketer

14. @BOSMarketer #NEDMAInno15
Strategy
Audience
Content
Devices
DesignOS
Development
ROI
Distribution

15. Format Phones, tablets, smart watches, heads-up displays
RelevancyPersonalized, based on previous interactions/behavior
Context Presenting the right content at the right time
CONTENT Considerations
@BOSMarketer #NEDMAInno15

16. EXAMPLE Lyft
Format Context Relevancy
@BOSMarketer #NEDMAInno15

17. @BOSMarketer #NEDMAInno15
Strategy
Audience
Content
Devices
DesignOS
Development
ROI
Distribution

18. TYPICAL Mobile Interactions
@BOSMarketer #NEDMAInno15

19. UBIQUITY – Around Us, All-the-Time!
5-7am 7-8am 5-7pm 8pm+ 
@BOSMarketer

20. EVOLUTION in Mobility
Proximate
To be Successful: INTEGRATED, SOPHISTICATED & INTIMATE
‘90s ‘01 ‘07 ‘09 2011+ 2015 
 Dermal  Embedded
@BOSMarketer #NEDMAInno15

21. MARKET Forecast
nextmarket.co, prnewswire.com, stanfy.com, techcrunch.com, uniperresearch.com
40
80
140
220
300
360
2015 2016 2017 2018 2019 2020
60m
$132b
@BOSMarketer

22. TRANSFORMATION in Mobile Experiences
@BOSMarketer

23. Strategy
Audience
Content
Devices
DesignOS
Development
ROI
Distribution
@BOSMarketer #NEDMAInno15

24. FORM FACTORS
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25. RESPONSIVE DESIGN
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26. PIXELS Are Always in Motion
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27. FINGERS Do theTalking
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28. Strategy
Audience
Content
Devices
DesignOS
Development
ROI
Distribution
@BOSMarketer #NEDMAInno15

29. WHICH OS toTarget?
?
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30. BATTLE Of Equals
@BOSMarketer #NEDMAInno15
# of Apps 1.4m 1.4m
Access 155 Countries 135 Countries
Downloads 75+ billion (Jun ‘14) 50 billion (Jul ‘13)
Paid vs Free 90/10 90/10
Revenue (Indexed) $1.6 $1
Downloads (Indexed) 1 1.6

31. Strategy
Audience
Content
Devices
DesignOS
Development
ROI
Distribution
@BOSMarketer #NEDMAInno15

32. INVESTMENT?
$10k - $20k $50k – $150k $150k+ 
SIMPLE
Weather
Widgets
Business
MODERATE COMPLEXITY
Gaming
Productivity
Social
Shopping
Business
HIGHLY COMPLEX
Gaming
Enterprise
Healthcare
Education
Rapid prototyping: optimize your investment, meet budget/timeline
@BOSMarketer #NEDMAInno15

33. APPROACH
• Universal code base, cross-platform
• Lowest cost of development
• Web-based, requires an Internet connection
HTML5
• Frameworks that let you write cross-platform code
• Single code-base, portable
• Less control over UI
HYBRID
• Proprietary language
• Code is not interchangeable
• Most expensive approach
• Most powerful, native APIs and hardware
NATIVE
@BOSMarketer #NEDMAInno15

34. Strategy
Audience
Content
Devices
DesignOS
Development
ROI
Distribution
@BOSMarketer #NEDMAInno15

35. FREE is the New Paid?
9 / 10
27th 47th
@BOSMarketer

36. MONETIZING Your App
Free or Bust?
Pay to download
“Free”mium
Ad-supported model
In-app purchases
Subscriptions
Carrier/OEM partnerships
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37. FREEMIUM Pricing
“…a free user is typically worth 15% to 25% as much
as a premium subscriber, with significant value
stemming from referrals.”
“…pay close attention to why and how satisfied users
might help your product go viral.”
Making “Freemium”Work, Vineet Kumar, HBR May 2014@BOSMarketer

38. Strategy
Audience
Content
Devices
DesignOS
Development
ROI
Distribution
@BOSMarketer #NEDMAInno15

39. COMPETING For Screen Real-Estate
0.002%
26
@BOSMarketer #NEDMAInno15

40. PROMOTINGYour App
Traditional
Carrier pre-installs
In-appAds
OEM Partnerships
Social Media
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41. PRIVACY & SECURITY
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42. Information
Trust
Transparency
DATA –Trust & Protect
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Policies
Safeguards
Encryption
Storing Credit cards and other PII
Investment

43. WHAT IS MEANINGFUL?
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44. ENTERTAINING
EXCITING
DELIGHTFUL
SIMPLE
DISCOVERABLE
CONTEXTUAL
INTUITIVE
THOUGHTFUL
INTERACTIVE
POWERFUL
COOL
EMPOWERING
ENTERTAINING
PERSONAL
RELEVANT
EMOTIONAL
PERSONAL
UBIQUITOUS
CONVENIENT
BEAUTIFUL
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45. GREAT Mobile Experience
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46. GREAT Mobile Experiences
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47. GREAT Mobile Experiences
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48. THANK YOU
Nirmal Parikh
@BOSMarketer
DigitalWavefront - YourTechnology Partner For Multi-channel Marketing