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