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slido.com #3476 556 Beyond code: Creating business value with mobile apps

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Gabrielle Earnshaw Why mobile? Channel for user engagement Always available / always on

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Gabrielle Earnshaw Why mobile? Source: data.ai $100bn Consumer spend p/a

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Gabrielle Earnshaw Which is better, iOS or Android? ! Slido

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Gabrielle Earnshaw iOS vs Android Market share Source: gs.statcounter, Oct 2021 0 0.2 0.4 0.6 0.8 US UK Europe Global 72% 67% 48% 43% 27% 32% 51% 57% iOS Android

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Gabrielle Earnshaw iOS vs Android Downloads vs. Consumer spend Source: data.ai, Q3 2023 0 3.5 7 10.5 14 Downloads (B) Spend ($B) 8.2 12.8 11.8 2.3 iOS Google Play (Android)

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Gabrielle Earnshaw Business Value

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Gabrielle Earnshaw Business value User engagement Business value => Business model x

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Gabrielle Earnshaw What’s your Business Model? Audience Building E-commerce Subscription / SaaS Service Access Enterprise Cost saving

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Gabrielle Earnshaw Business value User engagement Business value => Business model x ✅

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Gabrielle Earnshaw User engagement

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Gabrielle Earnshaw Are your users ‘sticky’? Engage for long time Engage often More stickiness = more user engagement = more business value

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Gabrielle Earnshaw Stickiness types # App-driven (Extrinsic) $ User-driven (Intrinsic)

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Gabrielle Earnshaw Types of user engagement $ “The app makes me want to use it” “I don’t want to use the app” “The app doesn’t make me want to use it” “I want to use the app” # HR ☠ “User driven” “App driven”

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Gabrielle Earnshaw App-driven engagement Context Awareness Notifications Home page icons Deep links UX

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Gabrielle Earnshaw Business value User engagement Business value => Business model x ✅ ✅ $ User- driven # App- driven

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Gabrielle Earnshaw Do you need to be in the app stores?

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Gabrielle Earnshaw App Store ‘cost’ Guidelines Commission Review time Updates not guaranteed No roll back CI/CD ‘hurdles’

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Gabrielle Earnshaw App store benefits Payments platform Global distribution App Store optimisation (ASO) / discoverability Notifications Home page icon

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Gabrielle Earnshaw Do you need to be in the app stores? User engagement Business value => Business model x

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Gabrielle Earnshaw Do you need to be in the app stores? • Do you need to inject app-driven engagement? ✅ • Do you want other app store benefits? ✅ • Would you be leaving value on the table? ✅ • Will the costs outweigh the benefits? & User engagement => business value Cost

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Gabrielle Earnshaw What technology should I use to build my mobile apps?

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Gabrielle Earnshaw What technology should I use to build my mobile apps? PWA (progressive web app) Responsive web Hybrid / wrapper apps Native Cross-platform

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Gabrielle Earnshaw Technology Choices Responsive web PWA Hybrid / wrapper Cross - platform Native Increased cost Engagement For small screens Background processing Notifications (Android) + App Store benefits + Better UX + Some hardware integration Best UX + Best performance Best hardware integration

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Gabrielle Earnshaw Hybrid / wrapper Cross - platform Native Technology No App Store Responsive web PWA

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Gabrielle Earnshaw Hybrid / wrapper Cross - platform Native Technology Using App Store Responsive web PWA Engagement App Store compatible

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Gabrielle Earnshaw What technology should you use? User engagement Business value => Business model x

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Gabrielle Earnshaw App Store compatible What technology should you use? Responsive web PWA Hybrid / wrapper Cross - platform Native Increased engagement BUT increased cost User engagement => business value Cost

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Gabrielle Earnshaw What technology should you use? User engagement Business value => Business model x

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Gabrielle Earnshaw Linked In Mobile App Strategy & Engineering