Mobiletech First Tuesday Bergen 10 mai 2011
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Transcript of Mobiletech First Tuesday Bergen 10 mai 2011
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Mobile web is and will be bigger than most people think Mary Meeker, Morgan Stanley Dec 2009
Christian [email protected]+47 900 41 590
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Mobiletech Snapshot
Leading Mobile technology company in Scandinavia, providing mobile services like Mobile web, apps, SMS and MMS
References among the biggest media and telcos in Scandinavia. Customers in Netherlands, USA, UK, Brazil and Mexico
Founded in 2005. 30 Employees
Offices in Oslo, Bergen, Stockholm, København, London and Washington DC.
Reworded Technology . Winner of ”Telenor Digital Winner Prize” and “Red Herring Top 100, Europe winner”
§ 1100 + sites live (ASP)
§ 0,6 mill. PI/day on our ASP platform
§ Delivers 44% of all ”mobile web traffic” in Scandinavia measured by TNS Gallup an Sifo (3,5 mill pi/day)
§ More than 4.500 devices in database. Measured 1690 different devices in January
§ Sites in 60 markeds in 57 languages (incl. chinese, greek, hebrew, arabic…)
§ Sending prox 16 billion SMS a year
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The pain we are solving.........Text
Your Key to mobile success
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Current global scene
470 mill print newspapers per day950 mill cars
1.5 bill credit card users1.6 bill tv sets
1.15 bill fixed phone landlines1.4 bill PCs (inc laptops and tablets)
1.8 bill internet users3.75 bill unique mobile users
4.25 bill mobile phones
97% with a browser17% are app capable
50% expect to use the same sites on mobile
Including tablets!
54% of the planets population. Any age
1.3 bill sold in 2010. ~250mill smartphones
New TVs are web enabled
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Global scene
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470 mill print newspapers per day950 mill cars
1.5 bill credit card users1.6 bill tv sets
1.15 bill fixed phone landlines1.4 bill PCs (inc laptops and tablets)
1.8 bill internet users3.75 bill unique mobile users
4.25 bill mobile phones
97% with a browser17% are app capable
50% expect to use the same sites on mobile
Including tablets!
54% of the planets population. Any age
1.3 bill sold in 2010. ~250mill smartphones
New TVs are web enabled
23%
12%
65%
AppleAndroidOthers
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It’s just internet on a small screen
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Trends…
§ More intelligent services
§ More advanced back-end integration
§ More positioning services
§ More personalised services
§ More payment services
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P PricePositionPersonalPowerful
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Har det skjedd en utvikling?
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2005 2011
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1 av 5 bruker mobilt medieinnhold daglig
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Fremtiden er mobil - Hva gjør vi nå?
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§ Skal du ha samme innhold på web, mobil og nettbrett?
§ Hvilke funksjonalitet trenger du?
§ Hvor mye er du villig til å investere?
§ Hva vil du oppnå, og hvordan måle suksess.
§ Når du designer for smartphones/tablets - må du tenke både hvertikalt og horisontalt.
§ Hvilken platform skal du utvikle for?
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Lessons learned 1. Har du innside informasjon - hold den for deg selv.
2. Vær skeptis til alle som hevder å ha svaret!
3. Den eneste rådende sannhet om mobil, er at det ikke finnes en rådende sannhet
4. Når vi snakker mobil - ikke anta noe som helst.
5. Å utvikle en mobil strategi skaper flere spørsmål enn svar...
6. Det finnes ingen “shortcuts”, bare hardt arbeid.
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Brian FlingMobile designerPinch Zoom
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Hva vil du oppnå?
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pro con
User experience Development
Hardware access Maintenance
Loyalty Upgrade
Offline access Installation
performance Revenue share
Distribution Battery
Billing
push
pro con
Development Options
Access Distribution
Upgrade Performance
Billing
app web
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…andcan we get
the bestof two
worlds?
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Html 5 – ikke fremtid – de er nu…
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HTML5 does not replace HTML 4.01
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…but HTML5 adds BLING !
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procon
User experience Development
Hardware access Maintenance
Loyalty Upgrade
Offline access Installation
performance Revenue share
Distribution Battery
Billing
push
procon
Development Options
Access Distribution
Upgrade Performance
Billing
app web
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iPhone Android Symbianweb
Mobile apps linking to HTML5 pages in full screen mode.
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Web og apps i praksis
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Er “Hybrid løsninger” godt nok?§ Kan gjøre like mye med web teknologi (html5) som native
§ Men det blir ikke nødvendigvis billigere.....
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Du må definere hva du ønsker å oppnå førstSå kan vi ta stilling til teknologi og funksjonalitet
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Hvor mye koster en mobilløsning?§ Prisen er sum av funksjonalitet, komplexitet, erfaring, antall
platformer og timerate.
§ Ca 30K USD for en “simple app”
– 2 Måneder, 4 funksjoner. (to uker pr funksjon)
§ CA 160K USD for en “avansert app”
– 6 måneders utvikling, 12 funksjoner
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Tall fra Pinch Zoom
Prisen øker om du skal ha løsningen tilgjengelig på flere enn ett operativsystem!
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Pris/kompleksitet - Operativsystem
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Native Mobile Web Hybrid
Iphone 100 % 75 % 113 %
Ipad 150 % 125 % 141 %
Android 175 % 150 % 225 %
Blackburry 300 % 225 % 338 %
Tall fra Pinch Zoom
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Logikken flyttes fra serverside til klient
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Rapid Development§ Ferdige byggeklosser (widgets)
– Rask time to marked
§ Future complient og dekker “long tail”.
§ Skalerbar og velprøvd teknologi
§ Lang erfaring.
§ Fleksibel deployeringsmodell – Start med PaaS, konverter til Inhouse for
kritisk viktige applikasjoner.
§ Bruker web som utviklingsplatform– Benytt de siste rammeverk i plattformen
(phonegap, jquary mobile, .......)
§ ...og tilbyr også apps når nødvendig.
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5 - tips
§ Tenk mobil fra starten. Begynn med kampanjer, tenk cross platform. (SMS/MMS, mobile internet, applications)
§ Integrer mobil som del av digital strategi og integrer løsningene i eksisterende arbeidsfly
§ Don´t do this at home!
§ Kommuniser, og start å samle på digitale samtykker …Selv om du ikke vet hva du skal bruke det til
§ Begynn ett sted - og start monitorering. …og lær underveis.....
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Hvordan komme i gang§ Bestem scope og publikum.
(mobile web/Apps/Tablets/all)
§ Velg en partner.
§ Lag design/UX. (kan standard templater dekke behovet)
§ Bygg løsningen.
§ Start å måle.
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Case study - First Tuesday
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First Tuesday Bergen, 10. mai
✓ Total base; ca 4.000
✓ First tuesday har ca 600 mobil nr
✓ Oppfordret i email om å oppdatere profil
✓Automatisk oppslag på mobilnr - alder/kjønn/bosted
✓ Spørreundersøkelse på mobilportal
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Alder
Treffprosent: 363 av 592 records : 61,3%(Fødselsdato og år)
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Kjønnsfordeling
Treffprosent: 464 av 592 records : 78,4%(Fornavn og etternavn)
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Bostedskommune
(+ 47 enkeltkommuner til) à
Treffprosent Kommune: 592 av 592 records, 100%Adresse: 538 av 592 records, 90,9%
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Spørreundersøkelse
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Sammenligning alder
107 respondenter 363 records
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Sammenligning kjønn
114 respondenter 464 records
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Wrapup§ 171 unike brukere på siten fra tilsier en åpningsrate på 25,4%
(veldig bra !!!, hva er responsraten på en DM eller TM…)
§ 70 brukere oppdaterte profil (2% av utvalget) - basert på epost oppfordring.
§ 107 personer (62,5%) har oppgitt alder (spørsmål 1)
§ 115 personer (67,3%) har oppgitt postnummer (spørsmål 2)§ 114 personer (66,7%) har oppgitt kjønn (spørsmål 3)§ 140 personer (81,9%) svarte på hva de synes om mobil dialog fra First Tuesday
hvorav 114 (80%) er positiv (spørsmål 4)
§ 143 personer (83,6%) har tatt seg tid til å skrive et kort tips til forbedring til First Tuesday (spørsmål 5)
§ Enkelte brukere har dessverre hatt en dårlig opplevelse med questionnaire, beklagelig men slikt kan skje når vi kjører en slik aktivitet uten tilfredsstillende testing.
§ Konklusjon: Mobilkanalen er veldig effektiv til datafangst enten man gjør det ”slik” eller ”sånn” (spørreundersøkelse/lookup på nr)
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Hvordan er fordelingen i Norge?§ 26% av Norges befolkning bruker mobilt innhold ukentlig
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23%
12%
65%
Apple AndroidOthers
Verden
61%
22%
17%
Apple Android Andre
First tuesday
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Rapid development i praksis...
§ 1 - 2 dager utvikling av app
§ 2 - 3 uker klargjøring i appstore
§ Krever nedlasting og installering.
§ Når kun det operativ system det er utviklet for
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§ Fant opp konseptet torsdag kveld.
§ Realiserte det søndag ettermiddag.
§ I produksjon mandag formiddag (3 dager fra ide til produksjon)
§ 100% dekning.
Native APP Mobil WEB
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Vil du være med å skape morgendagens løsninger?
§ Vi trenger mer folk.– Forretningsutvikling– Prosjekt/implementering– Produktutvikling– Salg
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