After multiple startups and projects, which ranged from wireless networks to custom software development and mobile marketing, in 2011 Andrei Costescu founded MReady - a Bucharest based mobile development company. He also acts as a mentor and adviser for early startup teams, both in Romania and abroad.

1. MOBILE STRATEGIES FOR
THE POST-APP ERA
Andrei Costescu - Founder & CEO mReady

2. About me
2003 Discovered my Mobile fascination
2005 Founded my first mobile venture
2010 Went into mobile marketing
2011 Founded mReady – mobile strategy and development

3. Mobile Evolution

4. DECREASED
frustration with other
technology
INCREASED
the level of accessibility
and personalization

5. Place and receive
calls from
wherever you are
Write a text
message instead
of writing a letter
Change your
boring ringtone
Personalize your
wallpaper
Take some (bad)
photos without
your camera
Play some games Use some apps
Have part of your
computer with you
Have part of your
living room with
you (the TV)
What computer?
What TV?
PHASE 1
PHASE 2
TODAY
Use LOTS of apps
NEXT:
What APPs?
The Phases of Mobile Evolution

6. The apps honey-moon
starts to fade out

7. The NON-APP Trends

8. TREND 0
App Fatigue

9. TREND 1
AI Assistants

10. TREND 2
Instant Content

11. TREND 3
Instant Apps

12. TREND 4
“APP-ONS”

13. Apps move in the Cloud
but
Mobile Content is still KING!

14. of digital media time is
spent on mobile68%

15. 1. Mobile is Intimate
2. Mobile is Aware of your physical context
3. Mobile is Aware of your mental context
The 3 Principles of Best Mobile Experience

16. The Strategies

17. 1. Less time to process information
2. Less time to navigate
Optimize for Less Time Spent in the App

18. 1. It’s great if the app is used only once a day
2. Be in/create the flash briefings
Optimize for Accessibility

19. 1. Optimize for dialog with users (preferences, feedback)
2. Experiment: Pretend you are a bot
(Try to) Be conversational

20. “I see video as a mega trend”
said Zuckerberg

21. Keep in touch!
TRENDS
• AI Assistants
• Instant content
• Instant apps
• App-ons
• Video
STRATEGIES
• Optimize for less
• The notification is the app
• Be the flash briefing
• Be conversational
• Optimize for video
PRINCIPLES
• Mobile is intimate
• Mobile is aware
Andrei Costescu
@costescu
costescu@mready.net
www.mready.net