How to Maximize ROI in a Mobile World

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How to Maximize ROI in a Mobile World? Room A - 3 Presentation by Shaun Williams from RadeEccles

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How to Maximize ROI in a Mobile World

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Keys to success in the mobile marketplace Allocate your budget effectively Engage the right talent Emphasize value, user experience, quality Maintain and support your app regularly Measure and improve continuously

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Allocate your budget effectively Understand your needs, objectives & market forces likely to influence ROI Allocate dollars where the chance of success is greatest

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Driving forces in the mobile marketplace Business Solutions + Device stability & reliability + Secure computing + Ease of use and vendor support Monetization & Brand Extension + Device penetration + Distribution channels + User experience

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Primary concerns for mobile business solutions Device stability & reliability + 600,000 tech support calls + Operators ’ retail operations, returns & repairs > $2B + 2X failure of Android vs. iOS

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Primary concerns for mobile business solutions Secure computing + Android Malware 4X between 2011-2012 + 34 of 37 Malware families designed to steal $$

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Primary concerns for mobile business solutions Ease of use and vendor support

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Primary concerns for monetization Device penetration + 365M iOS devices sold thru Q1 2012 + 300M Android devices sold thru Q1 2012

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Primary concerns for monetization Software fragmentation + 80% of iOS devices running most current OS version + 5% of Android devices running most current OS version The majority (65%) of Android devices are running version 2.3 (Gingerbread) despite being two major releases behind

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Primary concerns for monetization Hardware fragmentation

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Primary concerns for monetization Distribution channel fragmentation + Apple has one distribution channel (iTunes store) + Various levels of payment processing systems + Reaches >100 countries

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Primary concerns for monetization Distribution channel fragmentation + Android has many competing app stores + Solid, easy-to-use payment processing infrastructure + Varying degrees of global reach

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Primary concerns for monetization User experience + Visual appeal + Mobile design + Quality + Support

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Allocating budget for greatest success For business solutions: + Implement solutions on business-grade hardware + Facilitates data security + Reduces total cost of ownership (TCO)

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Allocating budget for greatest success For monetization and brand extension: + Target platforms with best device penetration + Target platforms with lowest cost of entry

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Engaging the right talent Successful apps need: + Developers + Designers + Support

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Emphasizing value Ensure your app: + Has relevant, usable functionality, meaningful function + Is developed with industry standard methodologies

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Maintenance and support Customer support Maintenance releases Bug fixes

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Measuring ROI Metrics collection + Standard and custom metrics + Quantify what is successful ROI + Underlying metrics code provides measurement

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How to Maximize ROI in a Mobile World

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