mobile strategies for the post-app era. by andrei costescu, #rockitwaw

MOBILE STRATEGIES FOR THE POST-APP ERA

Andrei Costescu - Founder & CEO mReady

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

Mobile Evolution

DECREASEDfrustration with other

technology

INCREASEDthe level of accessibility and personalization

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

The apps honey-moonstarts to fade out

The NON-APP Trends

TREND 0App Fatigue

TREND 1AI Assistants

TREND 2Instant Content

TREND 3Instant Apps

TREND 4“APP-ONS”

Apps move in the Cloudbut

Mobile Content is still KING!

of digital media time is spent on mobile68%

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

The Strategies

1. Less time to process information

2. Less time to navigate

Optimize for Less Time Spent in the App

1. It’s great if the app is used only once a day

2. Be in/create the flash briefings

Optimize for Accessibility

1. Optimize for dialog with users (preferences, feedback)

2. Experiment: Pretend you are a bot

(Try to) Be conversational

“I see video as a mega trend”said Zuckerberg

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.netwww.mready.net