Presentation @ Riga Comm 2013 about the future of mobile marketing and the benefits of using web apps for companies. Webapptool is an online HTML5 toolkit to create web apps.

1. The Future of Mobile
Marketing
…and how to benefit

2. Mobile is coming. And it’s coming faster
than we thought.
Webapptool: The future of mobile marketing and how to benefit.

3. A good mobile experience is more important than ever.
Traditional businesses cannot afford to miss the move to
mobile. They already missed the move to internet...
It’s crucial for their business!
2006
2009
2010
Source: Jupiter Research: internet retail Offline influence Model (US)
Webapptool: The future of mobile marketing and how to benefit.
2012

4. Apparel: Retail Sales Forecast
Webapptool: The future of mobile marketing and how to benefit.

5. What do you want your customers to see on their
mobile?
This?
Webapptool: The future of mobile marketing and how to benefit.
Or this?

6. This?
Webapptool: The future of mobile marketing and how to benefit.
Or this?

7. Dec 2012
Dec 2013
Dec 2015
=> 634 million websites worldwide
=> 1 billion websites worldwide (est)
=> 2 billion websites worldwide (est)
The vast majority of these websites are NOT yet
mobile friendly.
Webapptool: The future of mobile marketing and how to benefit.

8. So what are the possibilities for a
good mobile experience?
3 main technologies depending
on:
goal
budget
functionalities
Webapptool: The future of mobile marketing and how to benefit.

9. Go Responsive…
Responsive website: the easiest solution
Your current website made user-friendly for mobile
devices.
Webapptool: The future of mobile marketing and how to benefit.

10. Why responsive?
• Quick to implement
• Cost-effective
But
• Not user-friendly to navigate
• Too much scrolling
• Too much content
Webapptool: The future of mobile marketing and how to benefit.

11. Why responsive?
• Quick to implement
• Cost-effective
But…
•
•
•
•
Not user-friendly to navigate
Too much scrolling
Too much content for a mobile device
And a bit boring…
Webapptool: The future of mobile marketing and how to benefit.

12. Content on a mobile ≠ content on a website
Mobile content should give users the most essential
information in 4-6 buttons.
Thumb-friendly navigation!
Webapptool: The future of mobile marketing and how to benefit.

13. A responsive website is better than doing
nothing.
But…
Having your own app on your clients
smartphone is much cooler!
Webapptool: The future of mobile marketing and how to benefit.

14. Want an app? Here are the options!
Go Native…
Applications specifically for mobile platforms.
Downloaded as a stand-alone application on the
device.
Webapptool: The future of mobile marketing and how to benefit.

15. Why native?
• Great user experience
• Fast & smooth
• Full use of device onboard
features
But…
• Expensive to develop (limited
development resources)
• Must be developed for each mobile
platform separately
Webapptool: The future of mobile marketing and how to benefit.

16. Why native?
• Great user experience
• Fast & smooth
• Full use of device onboard features
But…
• Expensive to develop (limited
development resources)
• Must be developed for each mobile
platform separately
Webapptool: The future of mobile marketing and how to benefit.

17. And most of all…
Are published and updates through
appstores
Webapptool: The future of mobile marketing and how to benefit.

18. Where:
• you depend on the appstore’s policies for
approval
• it takes time to get your app approved
• you must pay or share revenue to be
published
Webapptool: The future of mobile marketing and how to benefit.

19. And what happens if your app is
not on these lists?
Webapptool: The future of mobile marketing and how to benefit.

20. And what happens if your app is
not on these lists?
Webapptool: The future of mobile marketing and how to benefit.

21. Webapptool: The future of mobile marketing and how to benefit.

22. Ask yourself…
Where do YOU go when you are looking for
that perfect Italian restaurant in Riga?

23. Right...
Webapptool: The future of mobile marketing and how to benefit.

24. So native apps in appstores…
Perfect if:
• you offer mobile games or gadgets
• you want to use all of the mobile
device features
• you want to make money from people
downloading apps
But the vast majority just want a good
mobile presentation and an optimal return
on investment. They do not need a native
app.
Webapptool: The future of mobile marketing and how to benefit.

25. So native apps in appstores…
Perfect if:
• you offer mobile games or gadgets
• you want to use all of the mobile
device features
• you want to make money from people
downloading apps
But most companies just want a good
mobile presentation and an optimal
return on investment. They do not need
a native app.
Webapptool: The future of mobile marketing and how to benefit.

26. Go web apps…
Using browser technology to provide an app
experience.
Techniques used are usually
HTML5/CSS/Webkit/Javascript
Webapptool: The future of mobile marketing and how to benefit.

27. Why web apps?
•
•
•
•
•
•
Write once, deploy on every platform
Full screen use of browser
Navigation elements similar to native apps
Add-to-homescreen
Always up-to-date
Cost effective development
But
• Internet connection needed to operate
• Less use of device features than native (but
getting there)
Webapptool: The future of mobile marketing and how to benefit.

28. Why web apps?
•
•
•
•
•
•
Write once, deploy on every platform
Full screen use of browser
Navigation elements similar to native apps
Add-to-homescreen
Always up-to-date
Cost effective development
But
• Internet connection needed to operate
• Less use of device features than native (but
getting there)
Webapptool: The future of mobile marketing and how to benefit.

29. But most of all…
• No appstores needed
• Can be linked directly to a website
Webapptool: The future of mobile marketing and how to benefit.

30. Go hybrid apps…
Native navigation and smoothness combined
with dynamic web content.
• Combines smoothness and functionalities
of native with interactive content of web
apps.
• In fact, a web app wrapped in a native
shield
But still:
• Development per platform needed
• Distribution in app stores
Webapptool: The future of mobile marketing and how to benefit.

31. Go hybrid apps…
Native navigation and smoothness combined
with dynamic web content.
• Combines smoothness and functionalities
of native with interactive content of web
apps.
• In fact, a web app wrapped in a native
shield
But still:
• Development per platform needed
• Distribution in app stores
Webapptool: The future of mobile marketing and how to benefit.

32. So where will it go from here?
Webapptool: The future of mobile marketing and how to benefit.

33. We believe that…
• Native, web and hybrid all have a
future.
• Type of app determines technique
used
• Roll & function of Appstores will
change (less dominant)
• HTML5 is and will increasingly
become a good alternative for native
apps due to the cost and findability.
Webapptool: The future of mobile marketing and how to benefit.

34. Source: Kendo UI 2013
Webapptool: The future of mobile marketing and how to benefit.

35. Make an informed decision:
• Native => mobile games, gadgets, heavy device
feature utilities and paid apps
• Web apps => real app user experience, cross
platform deployment and no app stores
• Hybrid => if you still want the appstores or offer
paid apps with the flexibility of the web.
Any way you choose... Mobile is
coming. Be ready!
Webapptool: The future of mobile marketing and how to benefit.

36. So the future is mobile
Source: Boston Consulting Group, Mary Meeker, Kleiner Perkins, Morgan Stanley Research, Berg Insights
Webapptool: The future of mobile marketing and how to benefit.

37. Thank you!
Micha Willemse
Email: micha@webapptool.com
Twitter: @webapptool