Best Practices for Mobility
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The document outlines best practices for implementing a mobile strategy in organizations, emphasizing the need for a mobile-first approach and integrating mobile across all business areas. Key considerations include project planning, structuring IT for mobile development, measuring usage, and learning from customer feedback, as illustrated by case studies from Karmaloop and the University of Phoenix. It also highlights the importance of analytics to understand user behavior and the necessity of having a dedicated mobile leader within the organization.
Best Practices for Mobility
- 1. Best Practices for Mobility
- 2. Copyright 2014 1 Mobility overview 2 Best practices for mobility – factors to consider (i) Charting out the business strategy (ii) Creating project plan & roadmap (iii) Considering organizational changes required (iv) Measuring usage & end-user feedback 3 Sales & Marketing (Promoting consumer apps) 4 Customer Learnings - KarmaLoop, University of Phoenix Case Studies 5 Summary Agenda & Abstract 2 This presentation explains the best practices of enabling the mobile channel for organizations. The talk will delve into how to structure your IT org for mobile development, the technology & business changes you will need to consider. Through customer learnings we will share best practices on improving conversions, increasing sales and promoting the mobile app usage.
- 3. Copyright 2014 What Industry Experts Say • US smartphone penetration has reached 65.2% within 6 years since 2007 when Apple first launched its iPhone. Source: comScore • 55% web traffic usage in US is through mobiles & tablets in Jan 2014. (47% from mobile apps and 8% fro mobile browser). Source: comScore • Touch-screen devices (including iPad, iPhone ) will account for 59% of all PCs shipped in 2016. Source: Canalys 3
- 4. Copyright 2014 Transforming Web Business to a Mobile First Strategy 4 Results • Of the 699 million daily active users who logged onto the site in June 2013, more than two-thirds did so from a mobile device • Mobile revenues accounted for 41% of the company's revenues in Q2 2013 • Mobile users spend one in every five minutes online using Facebook, web users spend one in every seven minutes Facebook had zero revenues from mobile and was identified as the biggest risk when it went IPO. Facebook’s share was driven down by over 40% due to this perceived risk. Facebook then implemented native mobile apps for Android and iOS. And focused on mobile first strategy. Source: Mashable.com
- 5. Copyright 2014 Few Thoughts • Incorporate Mobile First Strategy into your roadmap • Today, the question should be how to implement, and not should we go mobile? • For your mobile strategy to be successful, you need to adopt the 360-degree approach and include mobile in every aspect of your business 5
- 6. Mobile is just the beginning... Transformation is happening across the Ecosystem 6 Watch the Video 6Copyright 2014 Mobile is just the beginning...Transformation is happening across the Ecosystem
- 7. Copyright 2014 Best Practices for Mobility – Factors to consider Strategy Project Roadmap Organization structuring Measuring Usage & User Feedback 7 • Business objectives • Corporate ecosystem • Budget • Timelines • Define features & functionality • Set timelines • Implement in iterations (phase-wise approach) • Business changes • Technical changes • Release Beta version • Measure usage • Capture user pain points • Improve in next iteration Different factors become important at different stages of the lifecycle
- 8. Copyright 2014 Charting out the Strategy 8 1 Start by analyzing the right mobile strategy to fit your business goals 1. What is the importance of mobile in your firm? • Added convenience / Revenue Generation / Cost cutting / Customer Service 2. What is your customer profile? • Number of customers • Geographical spread of customers • Customer Value 3. Diversity of mobiles • Types of devices / OSes ( iOS, Android, Windows, Feature phones etc.) 4. Technology Strategy • Native or Mobile Web or Hybrid • Existing Systems 5. Execution Strategy • Design • In-house vs Outsourced Dev • Infrastructure • Maintenance 6. Marketing / Go-to-Market strategy • App promotion • Driving Sales
- 9. Copyright 2014 Project Roadmap 9 2 Next you need to work on the implementation plan to fit your timeline 1. User Experience Design • Mobile is all about Design Design & Design 2. Technical Design • Features • Platforms • Backend Integration 3. Infrastructure Design 4. Resourcing 5. Timelines • Initial version • Iterations • Roadmap Mobile Evolution • Utility apps ( meets the functionality for one or two platforms) • Responsive Apps on multiple platforms ( broad coverage) • Intelligent Apps which deep personalization features • Innovation – Augmented reality Mobile is not a one time build and forget. It is a business and hence investments have to be treated that way. Far too often, customers don’t get benefits due to insufficient spending on this platform.
- 10. Copyright 2014 Technical Considerations Considering Organizational Changes • Service Oriented Approach • User Experience • Technology Options • Development Approach o Test Driven o Continuous Integration • Testing Setup • Continuous Improvement • Organization Structure • Monetization on mobile • Multi-Screen Audiences 10 Business Considerations 3
- 11. Copyright 2014 Technology Perspective Service Oriented Architecture • API, API, API - APIs for everything • Move from building features to building APIs for each of those • You are not building for one surface but multiple surfaces which you may have not seen yet Technology Options – Native vs. Mobile Web ; Mobile Web vs. Responsive Web • Should you choose Native or Web or Cross-Platform • Understand the tradeoffs • Make a decision along with business teams like Sales & Marketing – its not just a technology decision • More often than not its not either or but its multiple platforms co-existing together 11
- 12. Copyright 2014 Technology Perspective • Robust UI / UX team • User experience has to be spot on mobile • Follow standards for each platform • Less space – so create more personalized experiences • Ask Less – Learn more with every interaction • Use deep analytics to present the data 12 User Experience Approach Development Approach Testing Approach Test Driven Development • Allows developers to define test cases for the module planned to code • Unit Testing performed continuously through automation of test-cases • Newer code checked-in will capture automatic bugs with the failure of test-cases Continuous Integration • Daily integrated builds created and sent as notifications to the whole team (Dev, QA) • Builds integrated to TestFlight, the app can be downloaded by all stakeholders for testing and observing the progress of development Testing Approach • Test Driven Development Approach • Automated Testing o Leverage platform sdks/third party library to automate unit test cases with code coverage of 60% o Automate Integration Test cases using tools like Experitest etc. • Establish a Device Lab – procure the most commonly used devices • Manual Testing o Execute manual unit test cases to capture the UI issues • Test for Non-functional scenarios like Load Test, Performance Test, Stress Test
- 13. Copyright 2014 Business Perspective Analytics Capabilities Measurement • Identify the KPIs • Find out the budgets • Determine the metrics • Figure out the Sales Value • Know your target audience • Know your competition • Understand market insights • Find out the devices used • Identify mobile expertise team • Figure out expertise in IT team • Plan for a marketing agency with mobile experience 13
- 14. • Marketers are displaying TV ads to get consumers browse their site instantly • More marketers now are focusing first on mobile for integrated campaigns • Companies are running brand campaigns across devices to reach larger audience • Advertisers are focused on performance- based campaigns Addressing Multi-screen Viewing Audience Source: Part of infographics by Uberflip “90% of consumers move between devices to complete a task. And 40% of smartphone users watch TV while browsing from their smartphones” – Google Copyright 2014 14
- 15. Teams required within the Organization Right Team with Relevant Experience Organization Structure There are two options 1) Centralized Solution and 2) Decentralized Solution. Both are driven by one single mobile leader. Mobile Leader (Cross-functional Team Head) Single Centralized Mobile Team Decentralized Mobile Team • Start with a centralized group initially • One team leader to manage all units • Separate mobile teams for each business unit with growth in traffic • One group leader to handle each business unit Copyright 2014 15
- 16. Copyright 2014 Trulia – A Case Study App Philosophy MonetizationTeam • Centralized Team for UI / UX across all apps • Mobile Engineering Team organised by technology competency – iOS, Android, mobile web site etc • Determine the metrics • Responsive approach by front end Trulia.com website • Develop apps on multiple platforms – OS, iPad, Android, Android Tablets, Kindle Fire, Windows 8 Tablets, Mobile Web • Specific purpose apps on specific platforms like Renters, Real Estate Agents, Mortgage Shoppers. Provide essential functionality for fast and efficient mobile experience • Like Foursquare, agents can check in to specific properties using agent app and distinguish themselves from other agents • Built from the start – along with apps, launched an ad system • Show context sensitive information with zero clicks and ensure user gets to the call to action with little browsing • 60% of leads come from mobile today Source: Forbes 16
- 17. Copyright 2014 • Use Analytics for feature prioritization and testing • Active review management • Continuous improvement with feature releases Continuous Improvement Process Release 1 – Deploy User Feedback Usage Analytics (Google/Flurry/ Omniture) Product Management Requirements Release 1.1 Build & Test Improve Build Cycle Release 1.1 – Deploy 1 2 3 Improve Iterate & Build Measure & End-User Feedback - Continuous Improvement 17 4
- 18. Sales & Marketing (For Consumer Apps)
- 19. Copyright 2014 Invest in Analytics Tools to Target Right Audience To Increase Product Sales, Improve Conversions and Promote App Usage 1. Analyze the user behavior and preferences 2. Target the audience with right content based on demographics and geography 3. Personalize the content based on preference 4. Push ‘promotional messages’ as notifications 19
- 20. Copyright 2014 Monetization on Mobile • Serve more ads without losing User Attention (Facebook is done this successfully and grew its revenues on mobile to 41% from almost zero within 6 quarters). o In-stream ads and branded posts o Contextual advertisement o Hyper-local mobile ad targeting o Real-Time Bidding exchange for high value mobile user targets • Mobile Video Ads – Pre-roll, Mid-roll and Post roll. Pre-roll is the most popular in video ads with 10-15 secs clips. • Interstitials – Full or half page ads appears between content pages. Best format, since it utilizes the complete screen size. Worldwide mobile advertising revenue to reach $24.5 billion in 2016. Revenue from global mobile advertising to grow 400 % between 2011 and 2016 - Gartner 20
- 22. “We have noticed difference in technology requirement across geographical regions. In the US, iOS and Android is more popular, whereas customers in India look for mobility solutions on Android. Mobility solutions requirement on Windows Phone OS and Nokia phones are more popular in European regions.” – Rinish KN, CTO, RapidValue Solutions Copyright 2014 22
- 23. Mobile Commerce Application Copyright 2014 23
- 24. Traffic Close to 30% through Mobile Channel 24 What we did 1. Usability improvements • Reduced number of clicks from purchase to payment • Design changes • Reduced logic validations • Introduced more payment mechanisms 2. Social Shopping Experience • Sharing Wishlists / Buys 3. Analytics • Better Analytics • Targeted Push Notifications 4. Performance Improvement • Crash Analytics / Performance monitoring 5. Process & Results • New features added in iterations every couple of months • High CSAT score and 4.6 rating on app stores A leading streetwear retailer with over $200mn in sales. KarmaLoop sells clothes and accessories online. Issues / Opportunities • Revenues from Mobile Channel (Apps & Mobile Web) • Improve conversion rates Copyright 2014
- 25. Improved Student engagement in online classrooms via mobile channel . One of the largest higher education providers in North America (Apollo Group) with over $ 4 billion in revenues. What We did • 3 years roadmap to build and support apps for students and faculty • Accessed by over million users with 4+ rating on app stores • Established dedicated mobile testing lab for manual and automated Copyright 2014 25
- 26. Copyright 2014 Summary – Key Factors to Consider Start with basic features on one device platform. Measure the impact and then expand to include new features in iterations across more devices. Get feedback from your users to correct the mistakes in app in the next releases. Mobile First Strategy Mobile strategy impacts all areas of business. Analyze the backend system integration, corporate ecosystem, corporate expansion plans to provide seamless experience across channels and devices. Set a mobile champion or leader in the firm. Invest in Analytics & User Experience Integrate with strong analytics tool to understand the user behavior, personalize content, push promotional messages & mobile ads based on user preference, demographic, and geography. Measure & Iterate Right Team with Mobile Champion Get the right team with skills across platforms – iOS, Android, HTML5, Responsive Web, UI/ UX Design, Analytics, Testing. Have a clear mobile leader / champion in the firm. Take Full Advantage of Mobile Technology Make complete use of mobile technologies supported by devices. Specially, include features related to GPS functionality, barcode scanning and camera capabilities. 26
- 27. THANK YOU Presented by: Sirish Kosaraju Chief Operating Officer, RapidValue Solutions Email: [email protected] Phone: +91 99454 81164 www.linkedin.com/in/sirishkosaraju 27Copyright 2014
- 28. RapidValue in a Slide – Largest Independent Enterprise Mobility Firm 200+ STRONG MOBILITY CONSULTING TEAM 350+ MOBILITY PROJECTS EXPERIENCE LARGE SCALE & COMPLEX MOBILE PROJECTS Recognized as the 2013 Top 100 Red Herring Global Finalist and prior to that selected as 2013 Top 100 Red Herring North America Finalist Awarded TOP 15 Emerging Companies in the Field of Innovation. Won the prestigious NASSCOM emerge 50 award in 2011 HEADQUARTERS PLEASANTON, CA, USA GLOBAL DELIVERY CENTERS IN BANGALORE & KOCHI, INDIA Operations Across… USA | Canada | Finland | UAE | India ‘Mobility Driven Transformations’ to unlock value from your enterprise systems… Razor – Sharp Focus on Mobility Enterprise Mobility Specialists Cutting Edge Delivery Processes Experience working with Fortune 500 customers and many Fortune 1000 companies… Experts in Enterprise Field Applications including Field Service app, Geo location apps and Integrations with ERPs like SAP, Oracle and others Copyright 2014 28