Mobile simplificado
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Transcript of Mobile simplificado
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile first, mobile only, mobile… Simplificado
Kadu Zagatti | Business Development Manager
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
É ou não é a realidade? As interações acontecem através de múltiplos dispositivos.Móveis e fragmentadas, a experiência precisa se adaptar ao contexto da audiência
6 AM 7 AM 8 AM 5 PM 8 PM 11 PM
WAKE COMMUTE WORK COMMUTE ENTERTAIN READ SLEEP
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
Fonte: MMA Mobile Report 2015 - Brasil
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
Fonte: MMA Mobile Report 2015 - Brasil
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
O contexto e a experiência
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
A importância do contexto e da experiência
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
não iremos apenas assistir [...] esperamos conteúdo inteligente e personalizado [...] para mim!
queremos interagir [...] não apenas com toque, mas com voz, com gestos, com objetivo
podemos mudar o seu negócio [...] [...] [...] e manter você acordado a noite toda
so if you work in marketing, you better start upping your game
A importância do contexto e da experiência
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
O que faz uma boa experiência?
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
85%
Acreditam que os mobile apps serão a interface “dominante” no futuro
Source: Accenture, Growing the Digital Business: Spotlight on Mobile Apps 2015 Survey of 1,925 senior executives in digital strategy positions
Mobile não é uma tendência, é uma era
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social Mobile Web Mobile Apps
11
A cena mobile
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social Mobile Web Mobile Apps
12
A cena mobile
Mobile Apps: Deep Engagement & Experience
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
• Offline & Experience (fluidity)• Device “Real Estate”• Device Storage• Notifications• Deep links• iBeacons• Sensors
• Camera• Geolocation• Touch ID• Gyro• Compass
• All other APIs and Sensors that Apple, Google & Microsoft are building into their devices and OSs
Por que os apps são diferentes?
13
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
Se existe um motivo para determinada audiência instalar o seu app, você passa a ter acesso sem precedentes a eles
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile App Development Platforms (MADPs)
15
Source: "The Global Tech Market Outlook For 2015 To 2016”, Forrester, January 2015
App Prototyping for UX Design
Point App Services
Mas é tão complicado...
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
$13.5B
Building Apps 10%
Source: "The Global Tech Market Outlook For 2015 To 2016”, Forrester
E ainda é caro, especialmente se a gente comparar com a web “normal”
Maintaining Apps 9%Building and
Maintaining Websites 8%
2xIT spends more than of its tech budget on Apps than Websites
Vs.
And spends more than annually on contractors to keep up with building and maintaining apps.
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
Até 2017, a demanda por desenvolvimento de mobile apps vai subir mais rápido que a capacidade das equipes de TI nas empresasSource: Gartner
5x
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Há 15 anos atrás a web também era assim,lembra como era difícil fazer e gerenciar sites?
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
App em construção
19
Melhor visualizado no Safari no iPhone 6 Plus na vertical
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Os requisitos básicos de hoje
20
Analytics
Segmentado & Personalizado
Pra ontem
Livre de erros
Tem que rodar em tudo o que é modelo
Push notifications & In-app messaging
Integrado(com tudo)
Bem avaliado nas lojas
Barato
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile-Focused Solutions
AEM Mobile
• Unlock content for mobile• Create business critical apps• Manage & update existing apps• Measure and optimize apps
Analytics for Mobile Apps
Get actionable insights for effective user acquisition & engagement
Target for Mobile Apps
Test and personalize the app experience based on user insights
Audience Manager
Enhance profiles with app data & connect users across devices
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SOLUTIONS
CORE SERVICES
Adobe Marketing Cloud
PLATFORM
ANALYTICSEXPERIENCEMANAGER
CAMPAIGNMEDIAOPTIMIZER
SOCIAL TARGET
ACTIVATIONASSETS COLLABORATIONEXCHANGEMOBILEPROFILES & AUDIENCES
USER MANAGEMENT & ADMINISTRATION
Data & Content
PRIMETIME AUDIENCE MANAGER