A presentation by Bharat Berlia - CIO, Indus Net Technologies at the Digital Success Summit 2018

1. www.digitalsuccess.co.in
Does Your Business
Really Need a
M bile APP?
Bharat Berlia
CIO, INDUS NET TECHNOLOGIES
A Presentation by
www.digitalsuccess.co.in
bberlia@indusnet.co.in

2. www.digitalsuccess.co.in
bberlia@indusnet.co.in
Financial advisory organization
which helps in large ticket portfolio management
o Had a plethora of content
o Focussed only on information but no transactions
o Was clear about requirements and well drafted
launch plan
Organization A
Sector Wise Reports
Market Analysis
Live Portfolio Tips

3. www.digitalsuccess.co.in
bberlia@indusnet.co.in
Personalized
and limited
notifications
Deep analysis
of user
behaviour
Went to beta
users took
feedback and
launched after
proper
assessment
Launch in other
platforms after
initial success
Enhanced the
app as per
beta user’s
feedback
Planned to use
local device
capabilities for
enhanced
experience
Started with
a dedicated
team and
well defined
scope
Implementation ApproachCase A 1. GPS
2. Offline Data
3. Analytics
RELEASE

4. Result
An average
duration spend
on app in a day
is between 15-
30 minutes
70%
downloads
from Word of
mouth and
Referral
10%
users installed
within 7 days
Highly Successful and Popular
Financial advisory
organization

5. www.digitalsuccess.co.in
bberlia@indusnet.co.in
Fashion Ecommerce Website
o Had a successful website, mobile web and wanted to
replicate the experience into an app
o Straight away building an application on all platforms
to beat their competitors
o Had a fair budget but unrealistically steep deadline
Organization B

6. www.digitalsuccess.co.in
bberlia@indusnet.co.in
Managed
initial downloads
but lacked
proper
engagement
planning
Went all out with
advertisement
spent on launch
Lack of
progressive
improvement
and value ad
Device native
functionalities
were ignored
and mostly the
mobile web
was ported in
an app
No
detailed
scoping
Pushed for a
very quick
deployment
Implementation ApproachCase B
RELEASE
8-10
notifications/day
Ignored user
feedback

7. Result
App store was
filled with
negative
revenue
90%
of downloads
were from paid
advertisements
with unreasonable
acquisition cost
70%
of users
uninstalled
within 10 days
Fashion Ecommerce
Website
Wasn’t successful due to lack of planning

8. www.digitalsuccess.co.in
bberlia@indusnet.co.in
Who was successful?
Financial Advisory
Services
Fashion e-Commerce
Portal

9. www.digitalsuccess.co.in
bberlia@indusnet.co.in
But How Can You Decide?

10. www.digitalsuccess.co.in
bberlia@indusnet.co.in
1 Are you adding value for your user?
→ Categorize the app and define the value
→
→ Do you see a strong reason for users to retain the app?
Transactional Informational
Utility / Gaming App /
Out of the box idea
Allow users to complete
a payment and generate
revenue for the business.
Get connected with
users regularly as per
their preference
Based only on
Mobile Application
YES NO

11. www.digitalsuccess.co.in
bberlia@indusnet.co.in
2 Have you done a very detailed competitive
research?
→ How many similar apps are there in the market?
→ Why are they successful or why have they failed?
→ Analyse the user experience of successful applications
→ Check out the user feedback and identify what is
missing, which can be added?
YES NO

12. www.digitalsuccess.co.in
bberlia@indusnet.co.in
3 Have you allocated sufficient budget and
timeline?
→ Application budget = Scoping Development + Support
+ Updates Infrastructure requirements
Advertisements for minimum 6 months
→ Develop a minimum viable product, taste success
→ And then plan for phase by phase updates.
Do Not go all out with two many ideas in one go
YES NO

13. www.digitalsuccess.co.in
bberlia@indusnet.co.in
4 Why an app? Are you going to use any device
based functionalities?
→ Apps should be planned if something can’t be achieved
via mobile app
Ex: offline data availability
providing content
seamless data transactions
capturing user location
push notifications etc
YES NO

14. www.digitalsuccess.co.in
bberlia@indusnet.co.in
5 Have you well planned to ensure that your
app remains likeable to users?
→ Some of the ideas which can irate users
- Too many notifications
- Draining batteries
- Too many functions - confused User experience
- The Loading wheel - Slow Content
- Bad designs
YES NO

15. www.digitalsuccess.co.in
bberlia@indusnet.co.in
6 As a owner, are you well versed with basics
of technologies involved in mobile apps?
→ What is a hybrid or a native app?
→ What are the platforms to be targeted for release?
→ What are the Screen sizes, orientation, device versions
for release
→ What are the Backend requirements
YES NO

16. www.digitalsuccess.co.in
bberlia@indusnet.co.in
7 Do you have a team for scoping, launch,
analysis and upkeep?
→ Committed members for minimum six months, involved
at the initial stages
→ Planned launch with proper milestones
→ Regular analysis of user behaviour, feedback and
number of installs/uninstalls
→ Data updates, Security and Product upgrades
YES NO

17. www.digitalsuccess.co.in
bberlia@indusnet.co.in
What’s
Your Score?

18. www.digitalsuccess.co.in
bberlia@indusnet.co.in
Number of
Positive
Answers
Result Action
>5 Go For
Sure Find right partner for development
3-5 Rethink Revaluate and turn the negatives into
convincing positive answers
< 3 It’s time
to wait Research & Validate your plan again

19. www.digitalsuccess.co.in
Thank You!
www.digitalsuccess.co.in
Bharat Berlia
CIO, INDUS NET TECHNOLOGIES
bberlia@indusnet.co.in