In our digital world, customer experiences are delivered primarily through the mobile. There are several compelling reasons why businesses should utilize this opportunity to build their brand.

1. The mobile app opportunity: what
every business leader needs to know

2. Mobile rules the world.
Mobile apps more so.

3. Mobiles: everywhere and more used than desktops
0
700
1400
2100
2800
2013 2014 2015 2016
In the US, 92% of 18- to 29-year-olds own a
smartphone
0
450
900
1350
1800
2012 2013 2014 2015
Desktop Mobile
Mobile users have eclipsed desktop users2.8bn - global smartphone installed base
In the US, 92% of 18- to 29-year-olds own a
smartphone
Source: Comscore

4. Mobile now represents almost 2
out of 3 digital media minutes
Source: Comscore

5. Hourly spend on mobile
Japan
UK
USA
China
0 5 10 15 20
4.29
4.33
11.03
18.42
2.01
2.36
4.6
13.98
Spend, in USD, generated by each hour of app use includes mCommerce, App Store and in-app advertising
Source: AppAnnie

6. In some countries, mobile users spend >1 hour per month shopping
South Korea
India
Japan
Germany
UK
USA
0 25 50 75 100
Shopping Finance
Average minutes per month per user
Source: AppAnnie

7. Mobile apps are approaching 60% of total digital time spent
0
17.5
35
52.5
70
Dec 2014 Jun 2015 Dec 2015 Jun 2016
Mobile Mobile App Desktop
Source: Comscore

8. Smartphone app usage time is highest among millennials
0
25
50
75
100
19-24 25-34 45-54 55-64
55.6
78.8
85.6
93.5
40.7
73.1
82.5
90.6
Average Monthly Hours per Smartphone App Visitor by Age
Source: Comscore

9. 18-44 year-old males most likely ‘heavy app downloaders’
- test-drive at least 5 new apps each month.
13-17
18-24
25-34
35-44
45-54
55-64
65+
0 35 70 105 140
Index High as Heavy App Downloaders Source: Comscore

10. Apps are integral to categories like travel & local
0
32.5
65
97.5
130
US UK Mexico Germany
May 2016 May 2017
70
75
80
85
90
US Mexico Germany Brazil
May 2016 May 2017
Average minutes per month per user in travel & local Percent of users who used at least one travel & local app
Source: AppAnnie

11. Mobile apps are re-defining the retail experience
• 71% of retail app users claim to enjoy
shopping on their mobile devices.
• 57% of mobile users say they shop
using mobile apps regularly (1x /
week).
• 72% of mobile users claim mobile
apps make shopping easier.
• 46% of users say they are more likely
to shop using mobile apps than they
are to shop online.
No. of mobile retail apps
have on smartphone (US)
0
5.5
11
16.5
22
1 2 3 4 5 6-10 11+
Source: eMarketer

12. Mobile apps are re-defining the banking
experience
• Mobile banking customers bring 72% more revenue than branch-only
customers.
• Mobile banking customers have 2.3 product holdings compared to only
1.3 products for branch-only customers.
• “Customers with high mobile banking satisfaction are much more likely
to recommend their bank to others as well as reuse a bank for another
product than customers who do not use a banking app.”
Source: Forbes

13. For one minute of time spent
on mobile web, seven
minutes are spent on a
mobile app.
13%
87%
Mobile app or Mobile web?
Source: Comscore

14. App audiences spend 20x more time on apps than mobile web visitors.
0
3
6
9
12
App Web
11.4
4
Average Monthly Unique Visitors (MM)
0
50
100
150
200
App Web
9.3
188.6
Average Monthly Minutes per Visitor
Key takeaway:
building an app
audience is not
easy. But they are a
lot more loyal than
mobile web users
Source: Comscore
Top 1000 Mobile Apps vs. Top 1000 Mobile Web Properties

15. No access to device except
geo location
Needs internet for access
Less expensive than mobile
app to design & maintain
Hardware’s camera,
microphone, accelerometer ,
GPS can be accessed
High level of personalisation
possible
Superior user experience
More expensive than mobile
web; custom coding, cross
platform
Mobile Apps offer better functionalities, user experience and engagement
Mobile Web Mobile App

16. Mobile apps: the challenges

17. 1. Highest engagement apps - owned by a
handful of companies with deep pockets
Facebook
FB Messenger
YouTube
Google Maps
Google Search
Google Play
Gmail
Pandora
Instagram
0 37500 75000 112500 150000
Top Mobile Apps by Unique Visitors (000)
Key Takeaway:
Top apps fall into
Utilities, Social.
Entertainment
and Retail -
fulfilling some
critical need of
users
Source: Comscore

18. 2. Nearly 50% of smartphone users don’t download any
apps in a month, and the average user downloads two
51% 49%
0
15
30
45
60
6
7
6
8
11
13
1 App
2 Apps
3 Apps
4 Apps
5-7 Apps
8+ Apps
Key Takeaway:
13% of
smartphone
owners account
for more than half
of all download
activity in a given
month.
Smartphone Users’ Number
of App Downloads Per Month
Source: Comscore

19. 3. Only a handful of apps are most often used
0
17.5
35
52.5
70
1 2 3 4 5
358
18
61
47
10
18
45
Phone Tablet
Share of Individual Users’ Time Spent on Apps by Rank (in %)
Source: Comscore

20. So, what can app
owners do to increase
chances of success?

21. 1. Build these critical factors into the app strategy
PROVIDE VALUE,
RESOLVE A PAIN POINT
DELIGHTFUL USER EXPERIENCE
DESIGN TO ACCOMPLISH TASKS
1
2
3
Provide a unique value - a reason to use the
app regularly. It could be solving a problem,
offering entertainment, utility value etc.
Your app should be a delight to use - both
from a design and functionality point of view.
Personalise customer experience when
possible
Help users accomplish tasks fast, the easy
way

22. 1. Build these critical factors into the app strategy
KNOW THY CONSUMER
USE ANALYTICS WISELY
ENCOURAGE REPEAT USAGE
4
5
6
A deep understanding of consumer
behaviour towards category & app usage is a
must. E.g in data-poor countries, app size &
phone capacity is a big deterrent
Adopt a data first mental model that is user
centric more than business centric. Track
app usage data to constantly improve
Use a combination of app features and push
notifications to drive repeat usage

23. 2. Work with experienced technology partners who
add value
PRODUCT MINDSET
USER EXPERIENCE ARCHITECTS
SOFTWARE & DEVELOPMENT
EXPERIENCE
Work with team who have experience & skill sets
in developing beautiful and successful digital
products
Partner with a team which has user experience
architects driving the digital product design
A digital product is only as good as the
experience and that can be delivered by
engineers who know how to get things done.
How To Choose the Perfect Technology Partner

24. 3. Follow rigour in the app development process
1 2 3 4 5 6 7
Discovery:
user insights
Storyboarding: app map
UX Prototyping: the mockup Extreme Engineering: coding Acceptance Testing
UI Design: look & feel Functional Testing

25. Image: Wired
What is it?
Messenger-like interfaces
powered either by bots,
humans or 'machine
augmented human
intelligence', meant to
simplify predefined task(s)
Why popular?
Seen as easy and fun way to
help customers achieve an
outcome.
Pros:
Works well for most
transactional interactions –
ordering flowers, booking utility
services, news
Cons:
Little scope to create a brand
experience or immersive app
usage. Not suitable for some
categories
Chatbots

26. Key Trends: chatbots
• Siri is the first chatbot most people became familiar with. Apple created
an easy to use chatbot to answer user questions
• Alexa is an intelligent personal assistant developed by Amazon, made
popular by the Amazon Echo, that allows users to command many
aspects of their home with the ease of simply saying “Alexa,” followed by
the command.
• Google’s Allo has smart reply technology that learns the style of the user
to formulate likely responses to friends to save time for the user.

27. Image: RoboTech Labs
What is it?
Inter-networking of physical
devices which enable them to
collect and exchange data.
Why popular?
They bridge the gap between
physical and digital world;
improve productivity
Use cases:
Smart homes, wearables,
connected cars, smart retail
healthcare and more
Internet of Things

28. Nest allows users
to control their
home thermostat
and other devices
from anywhere in
the house or
country
Amcrest WiFi Smart
Plug give your wall
outlets WiFi
Connectivity
scheduled tasks and
shutdown timer
utilities
Yale, the world’s largest
lock manufacturer
offers products that let
you lock and unlock
your home remotely.
And it works with Nest.
ShotTracker is a system
that uses wearable
technology to track
basketball team’s
shooting success,
giving insights into
player strengths and
areas for improvement
Internet of Things

29. What is it? inter-networking of physical
devices which enable them to collect and
exchange data.
Why popular? Aside from novelty, virtual
reality has the potential to create
immersive brand experiences.
Use cases: gaming, virtual tours, product
demos, immersive brand experiences
Virtual Reality

30. What is it? a
technology that
superimposes a
computer-generated
image on a user's view
of the real world, thus
providing a composite
view.
The next wave: the
next version of Apple’s
iOS 11 will make it easier
for developers to create
augmented reality
experiences thanks to
ARKit - a new
frameworkUse cases: gaming,
utilities, product demos,
brand experience,
shopping
Augmented Reality

31. AR in the real world
Lowes: Guides Customers to In-Store Items via Augmented Reality

32. Location based services
• Snapchat is a perfect example of and LBS, as they have “Snapchat
Stories” where users at the same location can add videos to a
nationwide story for others to view. They also recently added “Maps”
where users can see the locations of their friends.
• Tinder is a great example of an app that thrives on LBS. It allows users to
match with each other as long as they are close enough based off
location.
• Uber, a giant in the App industry uses LBS, allowing users to call Uber to
their location for easy ride-sharing.

33. Voice can replace typing
Google Assistant:
Nearly 70% of Requests
are Natural or
Conversational Language
- Mary Meeker Report, 2017
The Next Billion Mobile Users
Will Rely on Video and Voice
- WSJ

34. Taking Pictures Can Replace Typing
Google Lens Will Provide
Greater Context to Images
- Mary Meeker Report, 2017

35. In sum…
• Mobile apps are a critical part of business success for several categories
• A technology partner who understands the business and crafts an
optimal strategy & design solution is a critical factor for success
• Seek to provide value and delightful customer experience
• Embrace emerging technologies to add value

36. Some best in class mobile apps

37. McDelivery
Intuitive navigation, joyful
interactions and improved
visual appeal
Key areas of the app re-design:
1. Making discovery easy
2. Promote decision making
3. Delightful interactions

38. 38© Robosoft Technologies 1996-2016 - Confidential Document
25% reduction in support tickets with
new apps
2x increase in mobile orders in
a span of 3 months
More users customising their
meals on the mobile app.
Around 80% of the users have
rated the McDelivery app
experience as good or loved.
McDelivery: results

39. Dubber
A simple but smart call
recording app
A cloud-based call recording
and audio asset management
service on iOS and Android.
A ‘game-changer’ app in
client’s words.

40. An all-in-one, many-in-
one news app
One of the first news apps in India
to create a native mobile app for
iOS and has grown in content
across platforms over the years.

41. This iPad app for a leading US airline
had a host of ground breaking features:
a unique Glass Bottom which allowed
the user to see an aerial view of the
map as from the air. The development
of this app required that we integrate
geo tagging in addition to developing
PDF readers for the in-flight magazine
within the app. Users can customize
their profile, view transactions and
frequent flyer account on the go
A LEADING US AIRLINE

42. This app, nominated at the prestigious
BAFTA Awards, is an exercise buddy
and coach in your living room. It
features an avatar which
demonstrates the exercise routine. At
the end of the session the app displays
fitness scores and levels of progress.
These points are graphed over time
and a tailor made exercise regimen is
set to suit your needs.
Activity Friends Leader board Profile
A MAJOR US
FOOTWEAR
& APPAREL COMPANY

43. About Robosoft
1500+
apps
developed
2
300
million+
downloads
3
200+ apps
featured in
Apple’s ‘New
& Noteworthy’
section
Several
prestigious
global
awards
A talented
team of
600+
across six
offices
1 4 5 6
20 years of
software
development
experience

44. Know more
www.robosoftin.com