Transforming Web Business

To

Mobile Business

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1 Why Mobile?

2 How is Mobile Different from Web?

3 Technology Considerations when moving to Mobile

4 Business Considerations when moving to Mobile

5 Summary

Agenda

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Why Mobile?

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Mobile continues to be a strength and source of growth, with mobile enabled commerce volume jumping 75%. 20% of the company’s sales are via mobile, as eBay added 3.2mn new mobile users across its entire suite of apps.

Mobile is the best opportunity says Walmart. Over the past two years, Walmart notices 1/3rd of Walmart.com traffic from mobile visitors.

The World’s Largest Retailer

The World’s Online Marketplace

55% of visits to Zillow now come from a mobile device, and that soars to over 60% on weekends.

America’s most popular web portal for real estate and home related information

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What Industry Experts Say

• US smartphone penetration has reached 64% within 6

years since 2007 when Apple first launched its iPhone. Source:

Neilsen

• World wide smartphone penetration to reach 50% by 2017

from 33% in 2013. Source: eMarketer

• Web traffic usage through mobile is 17.4% worldwide in

2013 from 11.1% in 2012. Source: Mashable.com

• Asia leads the planet with the most-mobile web users with

26.6% of web traffic coming from mobile devices. Source: Mashable.com

• Touch-screen devices (including iPad, iPhone and hybrids

such as Microsoft’s Surface Pro will account for 59% of all

PCs shipped in 2016. Source: Canalys

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• India’s total mobile subscriber base amount to ~900 million with mobile internet subscribers of143.2

million. Source: Techcircle.in

• Mobile Internet accounts for 59.36% of the total Internet usage in India, as of Dec 2012.

Source: Medianama

• India has 44 million smartphone subscribers as of Q4 2012.Smartphones account for only 4% of

the total subscribers. China has 24% penetration rate. Source: Medianama

What Industry Experts Say (contd.)

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Most Preferred Activity on Smart Devices

Source: IDC and Facebook, Aug 2013

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Transforming Web Business to a Mobile First Strategy

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Results

• Of the 699 million daily active users who logged onto the

site in June 2013, more than two-thirds did so from a

mobile device

• Mobile revenues accounted for 41% of the company's

revenues in Q2 2013

• Mobile users spend one in every five minutes online

using Facebook, web users spend one in every seven

minutes

Facebook had zero revenues from mobile and was identified as the biggest risk when it went

IPO. Facebook’s share was driven down by over 40% due to this preserved risk.

Facebook then implemented native mobile apps for Android and iOS. And focused on mobile first

strategy.

Source: Mashable.com

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Case Study – Marissa Mayer believes in a Mobile First Approach

Results

Including mobile into their corporate strategy has shown good

growth for Yahoo past two quarters and expected to increase

further.

• Monthly active users are up 20% to 800 million

• Mobile users rose to 390 million in Q3 2013, up 15% from 340

million in Q2 2013 Source: TechCrunch

Yahoo has been a web portal leading since arrival of Internet. It has lost its competitive edge

in the past few years due to continued dependence on desktop Internet.

Marissa Mayer (CEO, Yahoo) has been focusing on new ways to

revamp Yahoo. As part of the transformation, she has incorporated

mobile strategy into her corporate plan.

Marissa re-launched mobile apps and acquired 16 startups which

were centered on mobile content, apps and services.

Given that iOS and Android are the most popular mobile devices,

Yahoo has built mobile solution for both these device platforms for

across categories – Yahoo Mail, Yahoo Weather, Yahoo Search,

Yahoo Messenger etc.

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• Incorporate Mobile First Strategy into your roadmap

• Today, the question should be how to implement, and not should we go mobile?

• For your mobile strategy to be successful, you need to adopt the 360-degree approach and

include mobile in every aspect of your business

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Few Thoughts

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Mobile is just the beginning... Transformation is happening across the Ecosystem

Watch the Video

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How to Transform from Web to Mobile?

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How is Mobile Different from Web

Screen Size Different

Operating Systems

24/7 access to

mobile vs. few hours

to laptop/desktop

Varying device

capabilities across

user base

Personalized

User information

Device Capabilities –

camera, video,

Maps etc.

Location Based

Multiple technology

options providing

different experiences

(Native, Hybrid,

Mobile Web)

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Technical Considerations Business Considerations

Organization Should Consider Both Business & Technology Perspectives

• Service Oriented Approach

• User Experience

• Technology Options

• Development Approach

o Test Driven

o Continuous Integration

• Testing Setup

• Continuous Improvement

• Organization Structure

• Monetization on mobile

• Multi-Screen Audiences

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Trulia – A Case Study

App Philosophy

Monetization Team

• Centralized Team for UI / UX

across all apps

• Mobile Engineering Team

organised by technology

competency – iOS, Android,

mobile web site etc

• Determine the metrics

• Responsive approach by front

end Trulia.com website

• Develop apps on multiple platforms – OS, iPad, Android, Android

Tablets, Kindle Fire, Windows 8 Tablets, Mobile Web

• Specific purpose apps on specific platforms like Renters, Real

Estate Agents, Mortgage Shoppers. Provide essential functionality

for fast and efficient mobile experience

• Like Foursquare, agents can check in to specific properties using

agent app and distinguish themselves from other agents

• Built from the start – along with

apps, launched an ad system

• Show context sensitive

information with zero clicks and

ensure user gets to the call to

action with little browsing

Source: Forbes

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Technology Perspective

Service Oriented Architecture

• API, API, API - APIs for everything

• Move from building features to building APIs for each of those

• You are not building for one surface but multiple surfaces which you may have not seen yet

Technology Options – Native vs Mobile Web ; Mobile Web vs Responsive Web

• Should you choose Native or Web or Cross Platform

• Understand the tradeoffs

• Make a decision along with Business teams like Sales & Marketing – its not just a technology

decision

• More often than not its not either or but its both platforms co-existing together

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Technology Perspective

User Experience Approach

• Centralized UI / UX team

• User experience has to be spot on mobile as opposed to desktop

• Follow standards for each platform

• Less space – so create more personalized experiences

• Ask Less – Learn more with every interaction

• Use deep analytics to present the data

New Features not available in the Web

• Mobile is not just an extension – it provides additional capabilities

like location, camera etc.

• Create features on mobility that may not be available or even

possible on the web

“The Zillow Real Estate App

integrates

a new photo-driven

shopping experience optimized

for the smaller screen, allowing

users to slide

through thumbnail-sized

photos of the search results

without leaving the map.

Other features include –

listings, add to favorites,

push notifications,

share via social media etc.”

– Zillow

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Technology Perspective

Development Approach - Test Driven Development

• Allows developers to define test cases for the module planned to

code

• Unit Testing performed continuously through automation of test-

cases

• Newer code checked-in will capture automatic bugs with the failure

of test-cases

Development Approach - Continuous Integration

• Daily integrated builds created and sent as

notifications to the whole team (Dev, QA)

• Builds integrated to TestFlight, the app can be

downloaded by all stakeholders for testing and observing the

progress of development

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Technology Perspective

Testing Approach

• Test Driven Development Approach

• Automated Testing

o Leverage platform sdks/third party library to automate unit test cases with code

coverage of 60%

o Automate Integration Test cases using tools like Experitest etc.

• Establish a Device Lab – procure the most commonly used devices

• Manual Testing

o Execute manual unit test cases to capture the UI issues

• Test for Non-functional scenarios like Load Test, Performance Test, Stress Test

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• Use Analytics for feature prioritization and testing

• Active review management

• Continuous improvement with feature releases

Continuous Improvement Process

Release 1

– Deploy

User

Feedback

Usage Analytics

(Google/Flurry/

Omniture)

Product

Management

Requirements

Release 1.1 Build & Test

Improve Build Cycle

Release 1.1 – Deploy

1

2

3

Improve Iterate &

Build

Technology Perspective - Continuous Improvement

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Teams required within the Technical Organization

Technical teams required to transform from Web to Mobile

• Product Management / Business Analysts

• Large Tech team for handling servers and APIs

• Small team for handling different UIs for desktop,

tablet, mobile web and native app

• Centralized UX/ UI team

• Independent Testing team & Device Lab

• Analytics team

• Performance management team

• On-going support and maintenance team

Right Team with Relevant

Experience

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Teams required within the Organization

Right Team with Relevant

Experience

Organization Structure

There are two options 1) Centralized Solution and 2) Decentralized Solution. Both are driven

by one single mobile leader.

Mobile Leader (Cross-functional Team Head)

Single Centralized

Mobile Team Decentralized

Mobile Team

• Start with a

centralized group

initially

• One team leader to

manage all units

• Separate mobile

teams for each

business unit with

growth in traffic

• One group leader to

handle each business

unit

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Monetization on Mobile

• Serve more ads without losing User Attention. (Facebook

is done this successfully and grew its revenues on mobile

to 41% from almost zero within 6 quarters).

1. In-stream ads and branded posts

2. Contextual advertisement

3. Hyper-local mobile ad targeting

4. Real-Time Bidding exchange for high value

mobile user targets

• Mobile Video Ads – Pre-roll, Mid-roll and Post roll. Pre-roll is

the most popular in video ads with 10-15 secs clips.

• Interstitials – Full or half page ads appears between content

pages. Best format, since it utilizes the complete screen

size.

Worldwide mobile advertising revenue to reach $11.4 billion in 2013.

Revenue from global mobile advertising to grow 400 % between 2011 and 2016 - Gartner

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• Marketers are displaying TV ads to get

consumers browse their site instantly

• More marketers now are focusing first on

mobile for integrated campaigns

• Companies are running brand

campaigns across devices to reach

larger audience

• Advertisers are focused on performance-

based campaigns

Addressing Multi-screen Viewing Audience

Source: Part of infographics by Uberflip

“90% of consumers move between devices to complete a task. And 40% of smartphone users watch

TV while browsing from their smartphones” – Google

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Watch the Video

If you are not on Mobile, then you are not Reaching the Consumer

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Business Perspective

Analytics

Capabilities Measurement

• Identify the KPIs

• Find out the budgets

• Determine the metrics

• Figure out the Sales Value

• Know your target audience

• Know your competition

• Understand market insights

• Find out the devices used

• Identify mobile expertise team

• Figure out expertise in IT team

• Plan for a marketing agency with

mobile experience

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Watch the Video

Window Shopping Redefined by Adidas Neo

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Summary – Factors to Consider when Transforming from Web to Mobile

Start with basic features on one device platform. Measure the impact and then expand to

include new features in iterations across more devices. Get feedback from your users to

correct the mistakes in app in the next releases.

Mobile First Strategy

Mobile strategy impacts all areas of business. Analyze the backend system integration,

corporate ecosystem, corporate expansion plans to provide seamless experience across

channels and devices. Build a Mobile Champion or Leader in the firm

Invest in Analytics &

User Experience

Integrate with strong analytics tool to understand the user behavior, personalize content,

push promotional messages & mobile ads based on user preference, demographic, and

geography

Measure & Iterate

Right Team with

Mobile Champion

Get the Right Team with skills across platforms – iOS, Android, HTML5, Responsive Web,

UI/ UX Design, Analytics, Testing. Have a clear Mobile Leader / Champion in the firm

Take Full Advantage

of Mobile Technology Make complete use of mobile technologies supported by devices. Specially, include

features related to GPS functionality, barcode scanning and camera capabilities

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References

1. http://digiday.com/brands/what-walmart-likes-in-mobile/

2. http://www.mobilecommercedaily.com/walmart-exec-the-biggest-asset-in-mobile-is-bricks-and-mortar-stores

3. http://www.warc.com/Content/News/Smartphone_penetration_at_50_by_2017_.content?ID=6570b974-d577-45d1-aa09-

8ca1be4947a0

4. http://www.idownloadblog.com/2013/01/12/pc-marketshare-drops-to-65/

5. http://mashable.com/2013/08/20/mobile-web-traffic/

6. http://www.bgr.in/news/india-to-register-72-mobile-penetration-by-2016-gartner/

7. http://ibnlive.in.com/news/india-has-5548-crore-mobile-owners-1432-crore-internet-users/420444-11.html

8. http://www.medianama.com/2012/12/223-india-has-137-million-internet-users-44-million-smartphone-subscribers-report/

9. http://www.webpronews.com/u-s-smartphone-penetration-hits-64-young-people-lead-the-way-2013-09

10.http://www.medianama.com/2012/12/223-india-has-137-million-internet-users-44-million-smartphone-subscribers-report/

11.http://techcircle.vccircle.com/2013/08/06/india-has-143-2m-mobile-internet-users-total-net-connections-stand-at-164-81m/

12.http://articles.economictimes.indiatimes.com/2013-07-30/news/40895200_1_facebook-co-founder-ceo-mark-zuckerberg-menlo-

park

13.http://techcrunch.com/2013/10/13/facebook-buys-mobile-analytics-company-onavo-and-finally-gets-its-office-in-israel/

14.http://money.cnn.com/2013/07/15/technology/innovation/yahoo-marissa-mayer-strategy/

15.http://247wallst.com/technology-3/2013/10/16/yahoo-and-marissa-mayer-doubters-simply-cannot-do-math-nor-know-history/

16.http://money.cnn.com/interactive/technology/yahoo-marissa-mayer-acquisitions/?iid=EL

17.http://news.cnet.com/8301-1023_3-57565857-93/yahoo-ceo-marissa-mayer-talks-mobile-strategy-and-more

18.http://www.huffingtonpost.com/andy-plesser/yahoo-video-chief-erin-mc_b_4032990.html

19.http://techcrunch.com/2013/09/11/marissa-mayer-yahoo-monthly-active-users-are-up-20-to-800m-including-350m-on-mobile/

20.http://www.usatoday.com/story/tech/columnist/shinal/2013/10/16/yahoo-results-suggest-lagging-mobile-ad-market-share/2995409/

21.http://www.forbes.com/sites/tomtaulli/2012/11/19/trulia-heres-how-to-monetize-mobile/

22.http://www.themobileplaybook.com/en-us/

23.http://venturebeat.com/2013/08/09/interstitial-mobile-ads-are-killing-it-25x-video-views-7x-conversions-9x-revenue/

24.http://www.afaqs.com/news/story/37785_Indian-ad-market-to-grow-by-7.8-per-cent-in-2013:-Magna-Global

25.http://www.medianama.com/2013/03/223-buzzcity-india-lai-kok-fung/

26.http://www.gartner.com/newsroom/id/2306215

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THANK YOU

Presented by:

Sirish Kosaraju

Co-Founder & COO, RapidValue Solutions

Email - sirishk@rapidvaluesolutions.com

Phone - +91 99454 81164

www.linkedin.com/in/sirishkosaraju

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