This workshop aims to deliver insights and foster discussion on the critical importance of adopting mobile strategies for your business. By exploring trends and case studies, session participants will leave with a deeper understanding of the ever-evolving mobile landscape and adaptable ideas on how to champion a go-to-market mobile strategy.

2. SESSIONGOALS
UNDERSTANDTHEIMPORTANCEOF
ADOPTINGMOBILESTRATEGIESNOW
LEARN ABOUTHOWOTHERSHAVEMADETHELEAP
ANDAREWINNINGINTHEMARKETPLACE

3. EXPERTPANEL
RICHCHANG
CO-FOUNDER,CEO
NEWFOUNDRY
SHAWNPLANKO
QAENGINEER
EXPEDIA/MOBIATA
DANIELLEVY
ENGINEER
EXPEDIA/MOBIATA

4. 6 BILLION
MOBILE CELLULAR SUBSCRIPTIONS
WORLDWIDE
Source: The International Telecommunication Union (2011)
1 BILLION
SMARTPHONE USERS
WORLDWIDE
Source: CBS News, October 2012 | Strategy Analytics Report

5. RIGHT NOW MORE PEOPLE USE
THEIR MOBILE PHONES THAN
PCs TO GET ONLINE
Sources: Gartner, 2010; Google Mobile Optimization Webinar, 2011; Cisco, 2011
THERE WILL BE ONE MOBILE DEVICE
FOR EVERY PERSON ON EARTH BY 2015

6. USER
BEHAVIOR
!"#$#%&'()*+&,-./*+)0"12)(*3&

7. 70% OFMOBILEUSERSHAVECOMPAREDPRODUCTPRICESON
THEIRPHONES
Sources: Lightspeed Research; Google “The Mobile Movement: Understanding Smartphone Users,” 2011
65% HAVEREADPRODUCTREVIEWSONTHEIRPHONES
50% OFMOBILESEARCHESLEADTOPURCHASE

8. NEW PATHS TO PURCHASE5&

9. CALLS
APPS
CROSS
DEVICE
IN-
STORE
MOBILE
SITE

10. Sources: Google Think Insights Case study

11. Sources: Google Think Insights Case study
THEIRFIRSTMOBILESITEWASLAUNCHEDINMAY2010ANDHAS
CONTINUALLYIMPROVEDOVERTHELASTTWOYEARS.
BETWEEN2011AND2012,VISITSORIGINATINGFROMAMOBILE
DEVICETRIPLEDANDMOBILESALESMORETHANQUADRUPLED.

12. RICH CHANG
CO-FOUNDER,CEO
NEWFOUNDRY

13. FOR WHO? YOUAND
YOUR CLIENT

14. SOME FORM
OF MOBILE PRESENCE
ATLEAST:MOBILEWEBOPTIMIZED(.M,RESPONSIVE)
MOBILEAPP(ANDROID,IOS,WINDOWS,HTML5HYBRID)
WHAT?

15. DIGITAL
IS NOW
A FIVE
SCREEN
WORLD

16. WHEN? NOW

17. NEWSPAPERS
PHONE BOOKS
ENCYCLOPEDIAS
CHIP MAKERS
PAYMENT
GAMING
RESTAURANT
SHOPPING
PUBLISHING
PC MAKERS
BUSINESS COLLABORATION
HEALTHCARE
EDUCATION
BANKING
MUSIC
COMMUNICATION
VIDEO
PHOTOGRAPHY
SCRAPBOOKING
TRANSPORTATION
TRAVEL
WHY?

18. • INTEL: BRUTE FORCE
• ACORN ARM: LEANER & MORE-EFFICIENT
INSTRUCTIONS
– 95% OF CELL PHONES ON MARKET (INCLUDING IPHONE
AND ALMOST ALL ANDROID PHONES). SAMSUNG S3
HAS 14 ARM CHIPS.
• DEVELOPERS WERE WRITING APPS FOR ARM-
POWERED DEVICES. APPS THAT WON’T WORK
ON INTEL PROCESSORS. YIKES!
• INTEL TRIED WITH ATOM ARCHITECTURE. STILL
TOO POWER HUNGRY.
• 2011 INTEL SOLD 330M MICROPROCESSORS
(MOST FOR PCS AND SERVERS). ARM SOLD 7.9B
CHIPS (FRIDGES, CARS, INCLUDING
INFILTRATING SERVERS – LONG AN INTEL
STRONGHOLD)

19. • BRAND AWARENESS
• INVESTOR RELATIONS
• YELLOW PAGES ! WEBSITE
! MOBILE WEBSITE/APP
WHY?

21. Source: StatCounter Global
!"#$%&'$()&*(&)'"+),-.$(/'0&12)",'

29. ITISABOUTEMPOWERINGUSERS
• IDENTIFYWHATPEOPLEWANT
• IDENTITYHOWPEOPLEUSETHEIRAPPS
PRODUCTDEVELOPMENTTEAMMUSTBECOMPRISEDOFADIVERSEPOOLOF
TALENTTHATISINCOHESIVECOMMUNICATION:
• DEVELOPERS,USER-EXPERIENCEDESIGNERS,BRANDSPECIALISTS,
MARKETINGEXPERTS,ANDPRPROFESSIONALS
• COGNITIVEFUNCTIONALITY
HOW

30. UNDERSTANDTHEREQUIREMENTSOFEACHPLATFORM(IOSVS.
ANDROID)ANDALSOAUDIENCEEXPECTATIONS.
REALIZE:“BUILDITANDTHEYSTILLMIGHTNOTCOME.”
YOUNEEDAGOODMARKETINGPLAN.
HOW

31. IDENTIFYYOURTARGETAUDIENCE
HOW
456&
7856&
9859&975:&
765;&
85;&
65<&
Age 13-17
Age 18-24
Age 25-34
Age 35-44
Age 45-54
Age 55-64
Age 65+
%COMPOSITIONOFU.S.
SMARTPHONEOWNDERSBY
AGEASOFAPRIL2011
Source: comScore MobiLens

32. TOP 10 APP TRENDS
• LOCATION BASED SERVICES
• SOCIAL NETWORKING
• MOBILE SEARCH
• MOBILE COMMERCE
• MOBILE PAYMENT
• CONTEXT-AWARE SERVICES (AKA: PERSONALIZED EXPERIENCES)
• OBJECT RECOGNITION
• MOBILE INSTANT MESSAGING
• MOBILE E-MAIL
• MOBILE VIDEO
Source: Gartner
WHATTOBUILD?

33. SHAWN PLANKO &
DANIEL LEVY
ENGINEERS@EXPEDIA/MOBIATA

34. WHYEXPEDIA® GOTINTHEGAME

36. • TALKEDWITHMOBIATATODEVELOPNATIVEMOBILEAPP
EXPERIENCE
• DECIDEDTHEYNEEDEDMOBILEAPPSKILLSIN-HOUSEAND
PURCHASEDMOBIATAINNOV2010
• WANTEDTOLEVERAGEMOBIATA’SMOBILEEXPERTISETO
BUILDSOMETHINGEXTRAORDINARY
NOW WHAT?

37. MAKING AN APP
SIMPLETOUSE
ADDRESSESNEEDSOFCONSUMERS
ISORIGINALANDSTANDSOUT
CANNOTBEACARBONCOPYOFAWEBSITE

38. CANNOT BE RUSHED
CONSUMER DESIGN ORIENTED FOCUS
COGNITIVE DESIGN
VISUAL SOCIETY
DESIGNIS
EVERYTHING

39. • STEP1–YOUREYEIGNORESTHEAPPSWITH3ORLESSSTARS
• STEP2–YOUVISUALLYWEEDOUTTHEUGLYICONSASSUMINGTHEAPP
MUSTALSOBEUGLY
• STEP3–YOUTAPINTOCOMPARABLYPRICEDANDREVIEWEDAPPSTOSEE
WHICHONELOOKSTHEBEST
RATINGSISAHUMANREACTIONTOTHEUXANDUI
COMPONENTS.IFONEORTHEOTHERISNOTGIVEN
EQUALATTENTION,THERATINGSWILLREFLECTTHAT.
&
TYPICALAPPBUYINGPROCESS

40. CREATINGTHEAPP
• DECIDEBETWEENNATIVEAPPVS.HTML5
• STARTEARLYASPOSSIBLE
• BEWILLINGTOSPENDMONEY&TIME)ONTHIS
ENDEAVOR
• DEVELOPMENT(IN-HOUSEVS.OUT-SOURCE)
• EXPEDIAMOBILEAPPPRODUCTTEAM:ORIGINALLY
ATEAMOF15ANDNOWATEAMOF30+

41. CHALLENGES
TECHNICAL
BEHINDMOBILEWEBEXPERIENCEINREGARDSTOFEATURES
APIFORBACK-END
FEATUREPARITY
DISPARITYBETWEENWEB,MOBILEWEB,ANDACROSSDEVICES(IPHONEVS.IPAD),
ANDPLATFORMS
CHALLENGES

42. KNOW
YOUR USERS
LASTMINUTEBOOKINGS

43. KNOW YOUR USERS

44. NATIVE
VS.
MOBILE WEB

45. LAUNCH
• BIG VS. SMALL COMPANIES: APP STORES KEEP A PRETTY
EQUAL PLAYING FIELD
• IMPORTANCE OF APP REVIEWS
• GOOGLE VS. APPLE
• GETTING FEATURED

46. VS. OUR COMPETITION

47. CONCLUSIONS
• NO MATTER YOUR BUSINESS, MOBILE CAN HELP YOU
• IT ALLOWS YOUR CUSTOMERS TO HAVE ACCESS TO YOU
ANYWHERE
– HOURS AND PRODUCT INFO
– BUY A PRODUCT OR SERVICE
– PROVIDE ACCESS TO SUPPORT OR PROVIDE FEEDBACK
• IT ALSO ALLOWS YOU TO HAVE ACCESS TO YOUR CUSTOMERS
– MARKET TO THEM BASED ON THEIR LOCATION
– SEND THEM DEALS OR IMPORTANT NEWS VIA NOTIFICATIONS
• MUST BE WILLING TO INVEST TIME, MONEY & ENERGY TO
DEVELOP THE PRODUCT

48. Q
A
AND&

49. EXTRAS

50. HTML5 vs. NATIVE
• USER EXPERIENCE: GOOD ENOUGH VS. 'THE BEST’
• PERFORMANCE: HTML5 = SLOWER BUT NOT TOO BAD UNLESS HEAVY GRAPHICS
• FRAGMENTATION: PRETTY BAD FOR BOTH NATIVE (ESP. ANDROID) AND HTML5.
• NATIVE = BUILD-OUT FOR EVERY PLATFORM
• HTML5 = PROMISE OF WRITE ONCE, RUN EVERYWHERE, BUT NOT REALITY. 200+ BROWSER
INTERPRETATIONS SO WRITE ONCE, OPTIMIZE EVERYWHERE
• MONETIZATION: NO HTML5 MARKETPLACE
• SECURITY: HTML5 = SECURITY VULNERABILITIES (EASY TO ACCESS & CORRUPT). CAN ENCRYPT
DATA IN NATIVE APPS. SPEED IMPACT FOR HTML5 DATA IN TRANSIT WHEN SECURED.
• AVAILABILITY OF PROGRAMMING EXPERTISE: MUCH DEEPER WORKFORCE FOR HTML5 THAN NATIVE
• CROSS-PLATFORM DEPLOYMENT COSTS: HTML5 WINS
• TIMELINESS OF OS INNOVATIONS: HTML5 = ONLY 30 NATIVE APIS. NATIVE = 1000S OF NATIVE APIS.
• UPDATES & DISTRIBUTION CONTROL: HTML5 = COMPLETE CONTROL OF DISTRIBUTION AND FASTER.
HOWEVER, NATIVE HAS FASTER INNOVATION. HTML5 TOOK 5 YEARS TO BE RATIFIED BY W3C.

51. CHOOSE HTML5:
• WHEN USERS DON'T WANT
TO D/L THE APP
• INFO IS CONSTANTLY
UPDATING
• DON’T WANT APPLE/
GOOGLE IN YOUR WAY
CHOOSE NATIVE:
• WANT BEST USER
EXPERIENCE
• MONETIZE THE APP
• DATA TO BE SECURE
HTML5 vs. NATIVE