mobile web vs apps
DESCRIPTION
Föredrag av Christian Hermansen, Mobiento, vid IdeK-labbets årsmöte 2012.TRANSCRIPT
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MOBILE WEB VS APPS!FEBRUARY, 2012!
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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!