The future of mobile marketing and the benefits of web apps @ Riga Comm 2013
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The document discusses the urgent need for businesses to adapt to mobile marketing as it becomes increasingly essential for success. It outlines various options for mobile presence, including responsive websites, native apps, web apps, and hybrid apps, highlighting their benefits and drawbacks. Ultimately, it emphasizes that while all forms of mobile applications have a future, businesses should evaluate their needs to make informed decisions regarding their mobile strategy.
The future of mobile marketing and the benefits of web apps @ Riga Comm 2013
- 1. The Future of Mobile Marketing …and how to benefit
- 2. Mobile is coming. And it’s coming faster than we thought. Webapptool: The future of mobile marketing and how to benefit.
- 3. A good mobile experience is more important than ever. Traditional businesses cannot afford to miss the move to mobile. They already missed the move to internet... It’s crucial for their business! 2006 2009 2010 Source: Jupiter Research: internet retail Offline influence Model (US) Webapptool: The future of mobile marketing and how to benefit. 2012
- 4. Apparel: Retail Sales Forecast Webapptool: The future of mobile marketing and how to benefit.
- 5. What do you want your customers to see on their mobile? This? Webapptool: The future of mobile marketing and how to benefit. Or this?
- 6. This? Webapptool: The future of mobile marketing and how to benefit. Or this?
- 7. Dec 2012 Dec 2013 Dec 2015 => 634 million websites worldwide => 1 billion websites worldwide (est) => 2 billion websites worldwide (est) The vast majority of these websites are NOT yet mobile friendly. Webapptool: The future of mobile marketing and how to benefit.
- 8. So what are the possibilities for a good mobile experience? 3 main technologies depending on: goal budget functionalities Webapptool: The future of mobile marketing and how to benefit.
- 9. Go Responsive… Responsive website: the easiest solution Your current website made user-friendly for mobile devices. Webapptool: The future of mobile marketing and how to benefit.
- 10. Why responsive? • Quick to implement • Cost-effective But • Not user-friendly to navigate • Too much scrolling • Too much content Webapptool: The future of mobile marketing and how to benefit.
- 11. Why responsive? • Quick to implement • Cost-effective But… • • • • Not user-friendly to navigate Too much scrolling Too much content for a mobile device And a bit boring… Webapptool: The future of mobile marketing and how to benefit.
- 12. Content on a mobile ≠ content on a website Mobile content should give users the most essential information in 4-6 buttons. Thumb-friendly navigation! Webapptool: The future of mobile marketing and how to benefit.
- 13. A responsive website is better than doing nothing. But… Having your own app on your clients smartphone is much cooler! Webapptool: The future of mobile marketing and how to benefit.
- 14. Want an app? Here are the options! Go Native… Applications specifically for mobile platforms. Downloaded as a stand-alone application on the device. Webapptool: The future of mobile marketing and how to benefit.
- 15. Why native? • Great user experience • Fast & smooth • Full use of device onboard features But… • Expensive to develop (limited development resources) • Must be developed for each mobile platform separately Webapptool: The future of mobile marketing and how to benefit.
- 16. Why native? • Great user experience • Fast & smooth • Full use of device onboard features But… • Expensive to develop (limited development resources) • Must be developed for each mobile platform separately Webapptool: The future of mobile marketing and how to benefit.
- 17. And most of all… Are published and updates through appstores Webapptool: The future of mobile marketing and how to benefit.
- 18. Where: • you depend on the appstore’s policies for approval • it takes time to get your app approved • you must pay or share revenue to be published Webapptool: The future of mobile marketing and how to benefit.
- 19. And what happens if your app is not on these lists? Webapptool: The future of mobile marketing and how to benefit.
- 20. And what happens if your app is not on these lists? Webapptool: The future of mobile marketing and how to benefit.
- 21. Webapptool: The future of mobile marketing and how to benefit.
- 22. Ask yourself… Where do YOU go when you are looking for that perfect Italian restaurant in Riga?
- 23. Right... Webapptool: The future of mobile marketing and how to benefit.
- 24. So native apps in appstores… Perfect if: • you offer mobile games or gadgets • you want to use all of the mobile device features • you want to make money from people downloading apps But the vast majority just want a good mobile presentation and an optimal return on investment. They do not need a native app. Webapptool: The future of mobile marketing and how to benefit.
- 25. So native apps in appstores… Perfect if: • you offer mobile games or gadgets • you want to use all of the mobile device features • you want to make money from people downloading apps But most companies just want a good mobile presentation and an optimal return on investment. They do not need a native app. Webapptool: The future of mobile marketing and how to benefit.
- 26. Go web apps… Using browser technology to provide an app experience. Techniques used are usually HTML5/CSS/Webkit/Javascript Webapptool: The future of mobile marketing and how to benefit.
- 27. Why web apps? • • • • • • Write once, deploy on every platform Full screen use of browser Navigation elements similar to native apps Add-to-homescreen Always up-to-date Cost effective development But • Internet connection needed to operate • Less use of device features than native (but getting there) Webapptool: The future of mobile marketing and how to benefit.
- 28. Why web apps? • • • • • • Write once, deploy on every platform Full screen use of browser Navigation elements similar to native apps Add-to-homescreen Always up-to-date Cost effective development But • Internet connection needed to operate • Less use of device features than native (but getting there) Webapptool: The future of mobile marketing and how to benefit.
- 29. But most of all… • No appstores needed • Can be linked directly to a website Webapptool: The future of mobile marketing and how to benefit.
- 30. Go hybrid apps… Native navigation and smoothness combined with dynamic web content. • Combines smoothness and functionalities of native with interactive content of web apps. • In fact, a web app wrapped in a native shield But still: • Development per platform needed • Distribution in app stores Webapptool: The future of mobile marketing and how to benefit.
- 31. Go hybrid apps… Native navigation and smoothness combined with dynamic web content. • Combines smoothness and functionalities of native with interactive content of web apps. • In fact, a web app wrapped in a native shield But still: • Development per platform needed • Distribution in app stores Webapptool: The future of mobile marketing and how to benefit.
- 32. So where will it go from here? Webapptool: The future of mobile marketing and how to benefit.
- 33. We believe that… • Native, web and hybrid all have a future. • Type of app determines technique used • Roll & function of Appstores will change (less dominant) • HTML5 is and will increasingly become a good alternative for native apps due to the cost and findability. Webapptool: The future of mobile marketing and how to benefit.
- 34. Source: Kendo UI 2013 Webapptool: The future of mobile marketing and how to benefit.
- 35. Make an informed decision: • Native => mobile games, gadgets, heavy device feature utilities and paid apps • Web apps => real app user experience, cross platform deployment and no app stores • Hybrid => if you still want the appstores or offer paid apps with the flexibility of the web. Any way you choose... Mobile is coming. Be ready! Webapptool: The future of mobile marketing and how to benefit.
- 36. So the future is mobile Source: Boston Consulting Group, Mary Meeker, Kleiner Perkins, Morgan Stanley Research, Berg Insights Webapptool: The future of mobile marketing and how to benefit.
- 37. Thank you! Micha Willemse Email: [email protected] Twitter: @webapptool