Pieces
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Bits & Pieces?

Bits & Pieces

Given two studies on preference for mobile web versus mobile apps, I stand behind my previous post’s conviction: the mobile web is where brands need to be.

Consumers and advertisers slightly prefer the mobile web.

Consumers are pretty evenly divided on the debate when polled. It comes down to what they’re doing online. When shopping, searching and being entertained they gravitate to the web browser. Apps are preferred for gathering information and connecting, presumably with friends over Facebook and the like.

consumer preference for mobile web versus mobile apps

Consumer preference for mobile web over mobile apps depends upon activity

Advertisers slightly favor the mobile web, based on volume of ads served. Likely, because it’s been a more widely supported and stable ad platform to date. I imagine that when Facebook’s mobile ads start to run in March, the scale will likely tip back towards apps with Facebook’s 845 million global active monthly users, 425 million of whom are on its mobile version.

More ads served on mobile web than mobile apps

More ads served on mobile web than mobile apps

What’s a brand to do?

As I posted previously, the mobile web provides significant advantages for brands when it comes to development, management, cost and control of a brand experience. That said, brands do need to weigh these against the ability to deliver the best consumer experience.

Conclusion?

Given the lack of a strong preference by both consumers and marketers, plus the significant advantages to brands, I reiterate my position: not to app.

Where do you stand?

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I’ve had some interesting conversations about mobile trends in the past few weeks, just like everyone else in the industry. Ok, maybe not everyone is having interesting conversations, but most people are at least paying attention to what is happening in the mobile space. Honestly, I did not realize how HUGE mobile is and how rapidly it is growing until I watched this video from Think Mobile by Google with Mary Meeker and Matt Murphy from Kleiner Perkins and  Dennis Woodside and Jason Spero from Google. (By the end of the year 50% of Americans will own a smart phone. When you factor in feature phones with web browsing capabilities, that means that by the end of the year most cell phone owners will access the web on the go.)

Mary Meeker, who has been reporting on Internet and mobile trends since her time at Morgan Stanley, provides some great numbers to show that mobile has hit critical mass and highlights the importance of SoLoMo, the convergence of social, local and mobile. You can see the deck she and Matt Murphy used after the video.

In the second part of the video Google shares not just statistics on how people use mobile, but also some examples and tips on how to take advantage of mobile:

  1. Create a mobile specific site
  2. Think local
  3. Get personal
  4. Track mobile independently
  5. Iterate, iterate, iterate

One of the most interesting points made is that one in seven search inquiries (for some industries that number is much higher) is via mobile search and if you do not provide a mobile experience that is like not conducting business with your customers on Thursdays.

Enough highlights. Watch the video and check out the presentation.

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As a SxSWi virgin going into this year’s conference, many had forewarned me about its immense size, its logistical challenges and its sometimes-inconsistent content quality. It’s a monster thing to get your head around (especially for someone like me who the Jigsaw OrangeAid interns think of as a slow-loading web page to begin with). So, six days after the fact of SxSWi, I am now getting my head around what just happened. Well, sort of…

With literally hundreds of sessions a day from which to choose, parties galore (or so I hear), and tons of great people, SxSWi is not something that anyone can really ever get their heads completely around. If they say they have, they are lying, or making it up. Now in its 15th year, the conference reportedly saw an attendance spike of about 40% again this year for oh, some 19,000-ish people. I’ve no doubt whatsoever that if we convinced each of those 19,000 people to write 800 words summing up the experience, we would have 19,000 wildly divergent stories. John McGrath of Austin agency GSD&M calls SxSW a “huge cultural conversation”, which sums up well why more big brands like Chevy, Samsung, Microsoft and many others are jumping at the chance to be a part of it, and why we think as an agency, Jigsaw needs to be a part of it. It really is digital culture at its climax.

Regarding the sessions, I covered a few of them on this blog during SxSWi, including Agencies need to think and act more like software companiesJoseph Jaffe: Flip the marketing funnel, and Healthcare and social media: Boundaries without barriers. The best sessions I attended also included The death of the brand website, Real-time marketing in a connected worldBehind the curtain: Secrets of mobile application wizardry, and Augmented reality for marketers: The future of consumer interactions. Thoughts on those topics to come later.

For now, though, as I try to sum up the experience in just 800 words, many come to mind: laid back, hyperactive, thought-provoking, stimulating, exhilarating, overwhelming, funny, weird, disappointing, frustrating, maddening, crazy. All at the same time. You know, like a microcosm of life. It is definitely true what one often hears South By veterans saying: it’s not the sessions, it’s the people that make the experience – a great mix of old friends with brilliant minds and terrific senses of humor and new friends with brilliant minds and terrific senses of humor. At the end of the day, it’s pretty hard to beat that.

SXSW as you may know is taking some heat for “selling out”, to the point that entire sessions were dedicated to Saving SXSW from Marketer Douchebaggery . Yet, as a strategist (and a newbie) the experiential marketing was just part of the fun. Is it really douchebaggery if it’s useful? No. And I was happy to see most marketers being useful instead of just blatantly pimping their wares. Chevy giving free rides around town. Intuit, Uber and others giving free pedicab rides between venues in exchange for follows and tweets. The Chevy Volt Recharge Lounge offering plentiful power for geeks with gadgets. Just a few examples. None of it douchebaggery, and though there certainly there was some present, it seemed the exception rather than the rule.

Of course, there were lots of shiny tech objects. GroupMe. Beluga. Hashable. Etcetera. May the spoils go to the most useful, I say. Utility still rules. Fun is good too…and IMHO the “most fun” award at the conference itself went to the Alcatel Lucent Developer Lounge, which created a life-size Angry Birds game – aka geek heaven – in which if you donned a bird (or pig) suit and knocked a structure down, you walked away with a stuffed Angry Bird. (Alas, I came home empty handed, much to my son’s chagrin.)

People have asked me what we will do differently next year: 1. Book early…get rooms downtown!!! 2. More advance research on sessions and speakers. Picking them via the SxSW Go app on the plane on the way to Austin was efficient, but more dependent on the quality of the copy than the quality of the speakers. That said, with a few exceptions most of the sessions I attended were great. 3. Take a longer lens. I realized about halfway to the Milwaukee airport that I had only a wide-angle 24MM camera lens in my bag. While I usually like to get in people’s faces, it’s just not realistic much of the time with 18,999 other people around you. And to be honest, as a first-timer I perhaps wasn’t 100% ready to get fully in the face of South By. Next year can’t come soon enough.

And in the ever-growing category of people-way-smarter-and-way-faster-than-me, this is an important post-SxSWi blog post from Geoff LivingstonMobile Now Necessary for Brand Relevancy. Please read it.

Your thoughts?

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So, the 10 billionth app (that’s 10,000,000,000th) was downloaded from the iTunes App Store on January 22, 2011 at approx. 9.30AM UK time (1:30AM PST/4:30AM EST). The free Paper Glider app won the British family a $10,000 iTunes gift card.

Angry Birds has consistently reigned as one of the most popular paid iPhone app since its release in December 2009. Its comical style and addictive game play has hooked millions of users around the world. Over 12 million downloads at last count, in fact.

Sure seems like there’s an app for just about everything. From finding recipes to the popular MMOG-based Call of Duty: Zombies (my husband’s app of choice). My personal new fave is iWine . Now I can snap photos of my favorite labels and add tasting notes, price, consumption occasion and even flag my favorites.

Clearly, apps rule the mobile world, right?

Or do they? There’s this other side of the coin. The mobile web. And it’s a veritable force for all these apps to compete with. According to Mashable, “consumers use the mobile web just as much as apps.” In fact, comScore reported that in April 2010, over 72 million mobile users accessed a website compared to 69 million users who used an application. That’s a 31% growth rate for mobile web versus 28% for apps from April 2009 to April 2010. (Both are showing more than 25% year-to-year growth.)

Smartphone apps vs. Mobile web growth comparison

So how do the two stack up on features?

One of the best comparisons that I’ve found of app vs. mobile web capabilities comes from Kevin Nakao of WhitePages (see the chart bellow). That said, he notes that, “the lines between apps and mobile web are blurring and converging.”

iPhone apps features vs. Mobile Web features comparison

So where do I stand?

I have to confess. I’m a self-professed lover of apps. Back in early 2009, I had the opportunity be part of a team that developed the first-ever gaming app for MillerCoors, Round Runner . Man was that exciting. But also extremely anxiety provoking and frustrating. (I don’t deal well with things beyond my control.) We were hog-tied by Apple’s approval process for 3 months as our launch deadline nearly came and went. Cool as it was to claim this first for MillerCoors, I’ve since realized that the world of the mobile web is much more promising…

I’m a convert.

One of the biggest benefits to the mobile web? You as the developer/brand are in control of what you put out there. You have the chance to constantly refine the experience, unshackled from Apple’s whims. And it’s easy to maintain, requiring little to no developer savvy to update since many content management systems support mobile. Plus the user isn’t required to download any updates when you do freshen things. (I have at least 10 App store updates pending on any given day; I’ve stopped trying to keep up.)

Additionally, the mobile web is compatible with more platforms and therefore has a broader reach. Apps must be customized to the screens and OS of many devices: iPhone, Android, RIM, Palm Pre and whatever new smart phones continue to hit the market.

Given this cross-platform friendliness, mobile sites are typically much less expensive to develop than an app.

Apps do have their place, though.

They offer cooler features, such as the camera, accelerometer (tilt detection), and “bumping” with Bluetooth, etc. They’re better configured to support transactions/purchasing and also a better gaming experience (just ask my husband). Then, there’s the cool factor. The belonging to the “there’s an app for that” crowd. And if you play your cards right, you just might land a Top App recognition in App Store. Which can really make you some $$$$.

The verdict?

Ultimately, brands and their agencies need to consider both. “Although growth in application usage on smart phones continues to grab the spotlight in the mobile market, the audience using their mobile browser remains larger and is growing just as quickly,” noted Mark Donovan, comScore senior vice president of mobile. “Brands need to remember to take into consideration the user experience across both channels when building their mobile strategies.”

Untapped is doing just that (thanks Brennan Stehling @smallsharptools for the tip). It uses the mobile web yet recognizes the device it’s living on and optimizes the experience accordingly. For example, after you download it from untappd.com, using an iPhone, an arrow points to the right part of the device and invites you to set up a homepage icon. At that point, it acts like an app…Brilliant!!!

Remember, you can always build for the App world later, after you nail the mobile web.

SO which way do you go? Is your target audience more likely to use the mobile web or an app? Do you want to tightly control the user interface and conduct any transactions? How do you plan to distribute & promote – via your web site or the App store? Or, does being recognized with a coveted award like Mac World’s App Gem award, making the headlines, and strutting your stuff matter most?

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