29
Going Mobile: No App Required J Boye Philadephia 13 Jonathan Sullivan @jpsullivan
Going Mobile:No App Required
J Boye Philadephia 13
Jonathan Sullivan
@jpsullivan
There's an app for that …
Ways to Go Mobile *
• Mobile Web
• Social Media
• White Labeling
• Mobile Partnerships
* Other than with an app
Mobile Web
m.
Mobile Web
• Advantages
– Cross-platform compatibility
– Potential to reuse existing resources
– Low technical hurdle
– Easy for customers
Mobile Web
• Challenges
– Requires effort to do well
–Must be done well to be worth it
–May require platform changes
– Second set of content to maintain
Social Media
Social is mobile
Social Media
• Advantages
– You are already doing it *
– Your customers are already doing it
– No development expertise needed
* If not, shame on you!
Social Media
• Challenges
– Social is labor intensive
– You don’t control it
Social Media Case Study
White Labeling
Your brand, someone else’s can.
White Labeling
• Advantages
– Speed to market
– Cost
– Best of breed
– Good for short-lived apps
– Customers won’t know the difference
– All the advantages of having an app
White Labeling
• Challenges
– Dependency
– Compromises
White Labeling
Case Study – AIA National Convention
App
White Labeling Case Study
• Business Drivers
– Reduced environmental impact
– Content can be updated in real time
– Attendee can customize schedule, itinerary
– Greater depth of information
– New source of sponsorship revenue
White Labeling Case Study
• Why White Labeling?
– Lack of in-house capability
– Large selection of mature solutions
– Doing a mobile website was not an
option
White Labeling Case Study
• What worked well
– Time to market
– Low level of effort to get started
– Return on investment
– Lower environmental impact
White Labeling Case Study
• What didn’t work well
– Difficult to update content
– User experience fell short
– Not enough time for testing
– Registered under developer in app store
White Labeling Case Study
• Lessons Learned
– Requirements before vendor selection
– Build in more time for reviews
– Register under your own name in app
store
Mobile Partnerships
Your content, someone else’s experience.
Mobile Partnerships
• Advantages
– Allows you to focus on your content
– New market opportunities
– Expand your reach
Mobile Partnerships
• Challenges
– Content adaptation
– Editorial support
– Licensing
Mobile PartnershipsCase Study – AIA/Broadcastr
Partnership
Mobile Partnership Case Study
• Business Drivers
– Purpose of a design often goes unnoticed
– Architectural contributions unknown to the
public
– Promotion of architects who are not
“starchitects”
– Engage the architectural enthusiast
Mobile Partnership Case Study
• Why Broadcastr?
– Unique ability to deliver location based audio
– Promotes engagement with urban environments
– Short 3-minute audio keeps listeners engaged
– Users spend 9 minutes in the app
– Audience of up to 250,000 users
Mobile Partnership Case Study
• What worked well
– Featured on Forbes.com
– Featured on a Twitter roundup about cities
– High interest & engagement from AIA members
– Public interest in the project
– Catalyst for partnerships with foreign
architectural societies
Mobile Partnership Case Study
• Challenges
– Broadcastr pivoted
Mobile Partnership Case Study
• Lessons Learned
– Be prepared for change
– Build in flexibility and scalability
Thank you!
Jonathan Sullivan
@jpsullivan
