Presentation DMF 2012 Best Practices in Development of applications for Mobile, Tablets and Connected TV Brussels Tapptic Stefan Costeur

1. “Best
Prac+ces”
in
development
of
Applica+ons
for
Mobile,
Tablets
and
Connected
TV

2. Apps
for
All
Screens

3. Tapptic in a Nutshell
100 % Applications
Development
Brussels, Liège
Sales
Paris, Amsterdam,
Zaventem

6. my
goal
for
today

7. 1

8. you
us
together

9. 2
the
briefing

10. Don’t
the
briefing
“I
need
an
app,
Something
like
,
with
some
and
.
I
also
like
and
....”

11. Don’t
the
briefing
“The
app
should
be
like
the
website,
....”

12. Don’t
the
briefing
Bad
briefing
=
bad
budget

13. DO
the
briefing
make
it
clear
complete
draw
it
mindmap

14. DO

15. 3
wireframe

16. Don’t

17. DO
draw

18. DO

19. 4
kickoff

20. kickoff
mee+ng

21. Result
=
to
do
list

22. 5
development

23. agile

24. 6
tes+ng

25. test
test
test

26. again
and
again

27. 7
delivery

28. info,
screenshots,
...

29. 8
launch

30. welcome
!

32. 9
marke+ng

33. Idea
Marke+ng
Briefing
Launch
Wireframe
Delivery
Kickoff
Tes+ng
Development

34. Where
the
money
goes?
Maintenance
Concep+on
10%
10%
Design
10%
Tes+ng
20%
Development
Project
30%
Management
20%

35.
launch
≠
the
end

37.
Tip
1
the
icon

38.
Good
Bad
Ugly

39.
Tip
2
a
video

40.
Tip
2
a
video

41.
Tip
3
microsite

43.
Tip
4
shout
and
listen

45.
Tip
5
free
vs
paid

46.
39
%
are
free
=
>85
%
of
all
downloads
Freemium

47.
Tip
6
tags

48. use
correct
keywords
category
indexing

49.
Tip
7
op+miza+on

51.
Tip
8
communica+on

53.
Tip
9
design

55.
Tip
10
use
an
expert

57.
Tip
11
localisa+on

59.
Tip
12
keep
it
relevant

61.
Tip
13
empower
app
managers

63.
Tip
14
use
analy+cs

65.
and
adjust
...

66. W
do
we
need
an
app

67. 40%

68.
facts

73.
What
about
Belgium
?
Source
research
by
TNS
for
Vmmtv
Flanders
(06-­‐07/2012)

74. Fact
1:
2/3
has
3
screens
Penetra+on
96%
76%*
75%
67%
19%
16%
36%
Basis:
all
*Source:
Cim
Audimetrie,
Q2
2012

75. Fact
2:
growth
usage
vs
2011
Screen
More
10%
33%
20%
55%
28%
46%
Equal
74%
53%
54%
27%
45%
38%
75

76. Fact
3
:
connected
TV
15%

77. Fact
4
:
+8%
usage
mobile
screens
Future
use
of
screens
More
-­‐
Less
-­‐3%
+6%
-­‐5%
+8%
+10%
Equal
82%
61%
53%
20%
30%
No
device
14%
23%
51%
42%
77

78. Future
for
marketeer
• Mul+screen
contact
• Real
interac+vity
via
second
screen
• Interac+on
to
conversion
78

79. 37%
uses
2nd
screen
to
do
something
or
talk
about
a
TV
show
79

80. 18%
has
interest
to
interact
with
brands
when
they
have
seen
the
commercial

81. 30
%
of
the
second
screeners
shops
online

82. Which
screen
will
play
the
starring
role
in
the
consumer’s
life?
82

83. Which
screen
will
play
the
starring
role
in
the
consumer’s
life?
§ It’s
not
about
the
screen,
it’s
about
the
user
§ The
user
watches
when
he
wants
§ The
user
watches
where
he
wants
83

86. Reality Check

87. Reality
Check
85%
almost
never
downloaded
25%
used
only
once
95%
uninstalled
aper
3
months
90%
use
the
TOP25
to
find
their
apps

90. Best Practices

91. Best
Prac+ces
Tapp+c
5Cs
Rule
Concept
Content
Compe++ve
advantage
Consumer
Centric

92. Best
Prac+ces
Be
Device
Neutral
Listen
to
the
users
(ra+ng
/
comments)
Keep
your
eyes
wide
open:
R&D
One
User,
many
Screens
&
Interfaces
Springboard
is
a
very
expensive
Real
Estate
At
the
end,
the
Web
technologies
will
rule

93.
So,
do
we
need
apps?

95. Thanks
Stefan
Costeur

96. Visit
our
booth