mobile web vs apps

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© 2012 MOBIENTO MOBILE WEB VS APPS FEBRUARY, 2012

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Föredrag av Christian Hermansen, Mobiento, vid IdeK-labbets årsmöte 2012.

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Page 1: Mobile Web vs Apps

© 2012 MOBIENTO!

MOBILE WEB VS APPS!FEBRUARY, 2012!

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© 2012 MOBIENTO!

Before we get started!!

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Let´s kill a few mobile myths!!!

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“Mobile is on the go”!!

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“Mobile should be simple”!!

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People expect complexity!!

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“Mobile is all about apps”!!

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ME!!

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3!!

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!!

Mobile today!Mobile web vs. apps!

Pros and cons !  !!

!

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MOBILE TODAY!

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A normal day reconstructed!!

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08.02!!

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08.20!!

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08.33 !!!

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12.30 !!!

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”The mobile phone really acts as a cursor that connects the physical and digital worlds together”!! ! ! ! ! ! ! !Marissa Meyer, Google!

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SO, WHY IS MOBILE SO BIG?!

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3G (4G) is becoming standard!

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Better screens and more advanced phones are going mainstream!

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Flat fee data traffic!

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The big Internet and media companies are putting focus on the mobile channel!

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WHAT ELSE?!

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1/2!In Sweden owns a smartphone!

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1/2!Of Facebook´s traffic comes from mobile!

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2/5!Have turned to a competitor`s site after a

bad mobile experience !

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3/5!In Sweden use their smartphone to

search for products!

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MOBILE WEB VS APPS!

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MOBILE WEB!

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”Browser-based access to the internet from a mobile device”!

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APPS!

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”Downloadable or pre-installed software for mobile devices”!

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OR IN BETWEEN!

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APP VS WEB!HYBRID APPLICATIONS & WEBSITES

HYBRID APP: NATIVE APP WRAPPED AROUND WEBPAGES

WEBSITE: HTML PAGES READ THROUGH A BROWSER

HYBRID APP: NATIVE APP WRAPPED AROUND WEBPAGES

WEBSITE: HTML PAGES READ THROUGH A BROWSER

SEB iPhone App! SEB Mobile Site! AFTONBLADET iPhone App!

AFTONBLADET Mobile Site!

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APP VS WEB!WEB APP

Comfort Hotels !Web App!

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APP VS WEB!

NATIVE APPLICATION

WEBSITE WEB APP HYBRID APP

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The factor list:!

Reach: ! ! !How many users can access the service on ! ! ! !a certain platform?"

SEO / SEM: ! !How important is search in order to drive ! ! ! !traffic to the service?"

Drive traffic: ! !How important is it to drive traffic to the !! ! ! !service in a simple way? "

Wow factor: ! !How important is the visual and graphical ! ! ! !flair for the service?"

Frequency: ! ! !Repetitive behavior? ! !! !"

Social media: ! !How important is social media integration ! ! ! !for the service?"

"""

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The factor list:!

Engagement: ! !How engaging is your product or service? ! ! ! !Honestly? ! !"

Speed: ! ! !How fast is the perception of the service for ! ! ! !the user?"

Push notifications: !How important is it to be able to push news ! ! ! !and alerts to the user?"

Development cost: !Is the cost of initial development high or !! ! ! !low?"

Operations cost: ! !Is the cost of ongoing operational costs high ! ! ! !or low?"

""""

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The factor list:!

Technology: ! !What native functions do you need to use?"

"

Payments: ! ! !Do you want people to pay for your service?"

"

Target Group: ! !Who do you want to talk to?"

"

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VOLVO CARS!Engagement, Speed, Login, Push Notifications, Wow factor!

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KALLES KAVIAR!Wow factor, Technology, loyalty!

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Mr Jet!Reach, SEO / SEM, Ease of Use!

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APPLICATIONS!PROS & CONS

PROS •  Permanent phone presence – instant access via

homescreen icon •  Rich user experience - wow factor •  Short download times •  Easy access to native phone components

(accelerometer, GPS, compass, mic, address book etc) •  Controlled and trusted distribution system •  Communicate and ”wake up” via push notifications

CONS •  Must develop for several platforms – new ones appear

and old ones become irrelevant •  App Store Jungle – plethora of apps leads to low

visibility •  Ad campaigns to drive traffic not straight-forward •  Limited SEO / SEM possibilities •  Relying on distributor to set app store rules (can

change at any time) •  User responsible for app management

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MOBILE WEB!PROS & CONS

PROS •  The web is the biggest app store •  Easily updated and maintained •  Typically less development •  Future proof technology •  Supports Social Media Strategies •  Mobile SEO / SEM Support •  GPS positioning possible •  Mobile advertising is straight-forward

CONS •  Not as cool and flashy as an app •  Less advanced user interface •  Lack of access to some native functionality (mic,

speaker, accelerometer, calendar integration, sms etc.) •  Lower user knowledge than apps •  Not as accessible (can add homescreen icon but few

people know about it) •  Slightly slower to access / load

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THANKS!!!

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Email: [email protected]!! ! ! ! !Twitter: @marketear!