Mobile dilemma's op de Nationale Marketingdag
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Transcript of Mobile dilemma's op de Nationale Marketingdag
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Mobile Dillema’s
Web or App?
Naos Wilbrink (aFrogleap)
@sprize
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Met een andere ROM?
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Jailbroken?
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Blackberry?
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Web
vs.
Mobile
#Nu
#2yr
#4yr
Voorkeurs point of entry van internet
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Het doel!
De opties?
De variabelen
Hoe maak ik de keuze?
Vragen
Agenda
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Het doel?
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Long term
user engagement
User
experience
Cross channel
data integration
Contextual
relevancy
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userl‟engagement
des
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Long term
user engagement
Long term user
engagement is een zeer
belangrijke KPI voor m-
services, m-commerce en
m-publishing
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User experience
User experience is
essentieel voor het mobiele
kanaal
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Cross channel
data integration
De magie / impact op het
mobiele kanaal is onder
andere te bereiken door
cross channel data
integratie
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Contextual
relevancy
De belangrijkste
differentiator van het
mobiele kanaal t.o.v. het
reguliere web is de
mogelijkheid om
contextuele relevantie toe te
voegen
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“Mobiel gaat om de
contextueel relevant
geïntegreerde ervaring”
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IMPACT.
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Pull = Push
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De opties?
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Structureel Campagne-
matig
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Service
Sales
Advertis
ingB
randin
g
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Verleiding
Oriëntatie
Kopen
Ervaring
After-care
Feedback
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Definieer
KPI‟s
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App
vs
Web
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“Mobiele” site
+
ApplicatieHybride
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De
variabelen
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“Mobiele” site
+
ApplicatieHybride
+ Alle platformen
+ Geen download
+ Geen approval
+ Google-able
+ „Goedkoper‟
+ Native elementen
+ UX
+ Offline available
+ Store front?
+ Home screen
- Internet nodig
- Weinig native
- Geen home
screen
presence?
- Mindere UX
- Download nodig
- Hoge kosten
- Doorlooptijd
- App per platform
+ Kosten
+ Native elementen
+ Store front?
+ Home screen
presence
- Internet nodig
- UX
- Download nodig
- App per platform
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ABN Amro
“site”
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KLM
“Hybride”
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Campingwijzer
“App”
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Offline
Website
Mobiel
SEO
Mobiele apps
Mobiele site
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Offline
Websit
e
MobielApps
SEO
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Wat te doen?
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Native Functions
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GPS
1.
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Camera
1.
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Accelerants
1.
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Grafisch gedreven
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Touch
2.
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Games
2.
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Offline gebruik
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Geen roaming
3.
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Alert services
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Push notifications
4.
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Background
services
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Rekenkracht
5.
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User demand
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NU?
Full site success rate: 58%
Mobile site success rate: 64%
Mobile application success rate: 76%
Jakob Nielsen: http://www.useit.com/alertbox/mobile-usability.html
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Toekomst1. Platform fragmentatie
2. Usability van mobile sites
3. Integratie met het web
Jakob Nielsen: http://www.useit.com/alertbox/mobile-usability.html
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Bonus
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“A wallet is reported
stolen in .”24 hours
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“A smartphone is reported
stolen in ”2 hours