Apps to extend E-Commerce to M-Commerce

Presented at Apps World Asia on 2nd September 2011
Overview of iProperty's mobile strategy and initial steps towards a mobile first company

Transcript

1. Apps  to  extend  E-­‐Commerce  to  M-­‐Commerce  
   Apps  World  Asia  -­‐  Singapore,  September  2011  
    
   Glenn  Thompson,  Country  Manager,  Singapore  
   Michael  Ong,  Project  Manager,  Singapore  (@michaelon9)  
   

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2. About  the  iProperty  Group  
   ASX  
   Listed  
   (ASX:IPP)  
   Mcap  A
   $180m
   Exposure  to  over  2.75  million  property  hunters  and  
   investors  accross  Indonesia,  Malaysia,  Singapore,  Hong  
   Kong,  India  and  the  Philippines  
   

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3. The  iProperty  Group  is  number  1  in  all  its  markets  
   Malaysia
   Singapore
   Hong  Kong
   Indonesia
   Investments  in  India  &  Philippines
   

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4. Large  regional  network  of  portals  
   

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5. Considerable  traffic  growth  
   UNIQUE  VISITORS  –  THE  TRUE  
   MEASURE  ACROSS  THE  WORLD
   Unique traffic - June 2008 until June 2011
   

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6. Asia  provides  strong  opportunity  for  mobile  leadership  
    
   

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7. With  country-­‐specific  plans  
   Nokia 47.8%   40.3%   23.3%  
   Apple 1.5%   5.3%   28.5%  
   RIM 36.2%   21.4%   11.7%  
   HTC 4.5%   6.6%   12.2%  
   Samsung 2.4%   16.3%   12.1%  
   Sony Ericsson 4.3%   6.2%   9.6%  
   LG 0.4%   0.9%   1.2%  
   Country total
   (million units)
   1.1   0.9   0.8  
   Top  vendor  
   Second  vendor
    
   Source:  Smartphone  market  shares,  Canalys  esYmates,  Smart  Phone  Analysis,  January  2011,  © Canalys
   

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8. Our  Guiding  Principles  –  Mobile  Development  
   •   First  to  market  
   Innovate  
   •  Deliver  the  industry  
   benchmark  
   Lead  
   •  Deep  understanding  of  user  
   requirements  
   Listen  
   •  Build  link  from  engagement  
   to  advocacy  
   Engage  
   

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9. iPhone  –  first  in  
   Malaysia  (April  ‘10)  
   Over  66,000  
   downloads  to  date  
   iPad    –  first  in  
   Malaysia  
   (September  ‘10)  
   Over  15,000  
   downloads  to  date  
   Android  –  first  in  
   South  East  Asia  
   (May  ‘11)  
   Already  over  4,800  
   downloads  
   And  many  more  
   Apps  planned!  
   Innovate  
   

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10. First  to  bring  mobile  accessibility  across  Asia  Business
    Backward  phone  integraYon    
    (older  phones  with  mobile  version  of  websites)
    New  Technologies
    TesYng Using  
    -­‐   SemanYcs  search  technology
    User  Interface  Focus
    OrganizaYon  Structure  Change Product  managers  focused  on  consumer  &  customer  experience
    Giving  AdverYsers
    InnovaYve  SoluYons  
    -­‐   Rich  media  adverts  
    -­‐   Microsites  
    -­‐   Integrated  search
    Maximum  Exposure  
    -­‐   MulYple  online  distribuYon  channels  
    -­‐   Print  exposure  over  mulYple  publicaYons  
    -  Akamai for better server optimization
    First on iPhone, iPad & Android
    Innovate  
    

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11. Provide  the  best  –  without  going  overboard!  
    Apps  represent  the  brand  
    Oeen  consumer’s  first  associaYon  with  brand  
    FuncYonality  AND  Form  
    Facilitator  of  lead  generaYon  
    Lead  
    

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12. Consumer  discussions,  surveys,  focus  groups  at  
    the  core  
    Focus  on  3  main  uses  for  our  first  apps  
    • Property  Search  across  all  property  types  (ConnecYng)  
    • Sending  Enquiries  (Lead  GeneraYon)  
    • Reading  News  and  Viewing  Building  InformaYon  (Content)  
    Listen  
    Consumers  
    

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13. Understanding  Agent  Value  Chain  
    •  42%  felt  that  access  on  mobile  devices    could  greatly  assist  their  workflow  processes(recent  SG  
    Customer  survey)  
    •  Focus  on  access  to  Ymely  and  accurate  property  data  
    •   Lead  generaYon  
    Highly  mobile  agents  expect  access  to  informaYon  and  ability  to  post  lisYngs  on  the  go  
    2  major  areas  of  focus  for  our  first  app  
    •  PosYng  LisYngs  
    •  Managing  Leads  
    Listen  
    Customers  
    

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14. • 9.26  %  on  mobile  
    • with  avg.  Yme  on  site  4  ½    minutes  
    iProperty.com.sg  
    • 7.90  %  on  mobile  
    with  avg.  Yme  on  site  6  ¼    minutes  
    GoHome.com.hk  
    • 7.89  %  on  mobile  
    with  avg.  Yme  on  site  8  ¼  minutes  
    iProperty.com.my  
    • 7.60  %  on  mobile  
    with  avg.  Yme  on  site  11  ½    minutes  
    Rumah123.com  
    Engage  
    

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15. A  commitment  to  mobile  requires  
    innova`on  in  marke`ng  too!    
    Post  development  –  Marke`ng  Learnings  
    

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16. Finding  channel  partners  
    CommunicaYon  with  Partner  Campaigns  
    Recent  campaign  with  SingTel  for  Android  App  in  Singapore  
    

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17. Crisp,  clear  messaging  to  consumers  and  customers  
    EDM  &  online  Campaigns,  Prizes,  give-­‐aways  
    

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18. Product  Development  
    Markets  and  
    Product  Overview  
    Taking  the  product  
    plans/objecYves  
    and  making  reality  
    Managing  internal  
    expectaYons  and  
    wants  
    Lessons  learned  in  
    development  
    Challenges  with  
    development  
    Some  numbers…  
    

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19. Market  and  Product  Overview  
    Malaysia  
    • Consumers  
    • Mobile  website  (cross  
    plarorm)  
    • iPhone/iPad  app  
    • Android  App  
    • Nokia  (Symbian)  App  
    • BlackBerry  App  
    • Customers  
    • iPhone  App  
    Singapore  
    • Consumers  
    • Mobile  website  (cross  
    plarorm)  
    • iPhone/iPad  App  
    • Android  App  
    • Customers  
    • iPhone/iPad  App  
    

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20. Market  and  Product  Overview  
    Hong  Kong  
    • Consumers  
    • iPhone  App  
    • Android  App  
    • Mobile  Website  (cross  
    plarorm)  
    • Customers  
    • iPhone  App  
    Indonesia  
    • Consumers  
    • Mobile  website  (Cross  
    Plarorm)  
    • BlackBerry  App  
    • Android  App  
    • Customers  
    • BlackBerry  App  
    

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21. Product  Plans  and  turning  them  into  reality  
    • Consumers  
    • Hong  Kong  (recently  
    updated  August  2011)  
    • Malaysia  (April  2010)  and  
    Singapore  (July  2010)  
    • Vendor  (Infindo)  
    Consumer  
    -­‐  iPhone  
    and  iPad  
    

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22. iOS  Apps  for  Consumers  
    

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23. iOS  Apps  for  Consumers  
    

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24. Product  Plans  and  turning  them  into  reality  
    •  iProperty  quarterly  innovaYon  event  asks  
    the  IT  to  try  out  new  ideas  and  develop  
    new  products  
    •  The  most  recent  winning  entry  was  a  
    prototype  Android  applicaYon  for  property  
    search  
    •  The  winning  team  were  supported  in  
    conYnuing  to  develop  their  prototype  as  a  
    real  product  
    •  Released  to  the  market  in  May  2011  
    (Malaysia)  and  August  2011  (Singapore)  
    Consumer  
    -­‐  Android  
    @ChinWyeJin
    

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25. Android  App  for  Consumers  
    

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26. Product  Plans  and  turning  them  into  reality  
    • Product  concept  (March  2011)  
    • Vendor  EvaluaYon  (April  2011)  
    • Design  and  Product  
    Development  with  AlphaPod  
    (May  2011)  
    • Involvement  of  internal  teams  
    (design  +  api)  
    • Product  Release  (Sept  2011)  
    Customers  
    (A  sneak  
    peak!)  
    

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27. iPhone  App  for  Customers  
    

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28. Managing  internal  expecta`ons  
    Agile  Development  
    (SCRUM)  
    • Bi-­‐Weekly  
    iteraYons  
    Early  Feedback  
    • Daily  stand-­‐ups  
    and  product  
    demos  
    

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29. Managing  internal  expecta`ons  
    How  to  moneYze  with  Mobile  AdverYsing?  
    We’re  sYll  learning  
    Google  DFP  
    for  Mobile  
    and  AdMob  is  
    making  it  
    easier  
    UYlising    Google  AdMob,  we  can  use  
    Banner   Click  to  Call  
    Click  to  
    Mobile  Web  
    Click  to  App  
    Download  
    Click  to  
    InteracYve  
    Video  
    Click  to  
    Expandable  
    Banner  
    We  know  
    Google  
    DoubleClick  
    for  Publishers  
    well  
    Mobile  
    ready!  
    

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30. Lessons  learnt  in  development  
    Test  oeen  and  test  early  for  
    app  store  distribuYon  
    •  Our  Mobile  apps  use  a  API  which  allows  development  
    effort  to  be  reduced  across  iOS/Android  
    Building  a  common  API  is  
    very  important  
    Load  TesYng  and  
    Measuring  the  API  
    Using  tools  like  TestFlight  
    for  iOS  devices  beta  TesYng    
    •  Flurry,  Google  AnalyYcs,  App  Store  Dashboards  
    •  NewRelic  for  Server  metrics  
    Remember  to  measure  
    with  tools  like  
    

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31. Challenges  in  development  
    •  Making  a  decision  to  go  mobile  
    requires  good  designers  and  UX  
    •  It  requires  a  focus  on  the  basic  
    use  cases  and  iteraYng  through  
    the  design  for  good  usability  
    •  The  team  comes  from  a  web-­‐
    based  app  development  and  
    we  are  sYll  learning  
    Mobile  
    design  
    is  not  
    simple  
    

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32. Some  numbers…  
    Malaysia  
    • iPhone  app  :  66k  
    downloads  since  launch  
    • iPad  app  :  15k  downloads  
    since  launch  
    • Android  app  :  4.8k  
    downloads  since  launch  
    Singapore  
    • Approx  10%  of  Leads  
    from  Mobile  (4%  from  
    Mobile  Website)  
    • iPhone  app  :  48k  
    downloads  since  launch  
    • iPad  app  :  16k  
    downloads  since  launch  
    • Android  app  :  1.5k  
    downloads  in  3  weeks!  
    

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33. Ques`ons?  
    

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34. Thank  you!  
    @iProperty_SG  
    @michaelon9  
    

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