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SMX Munich 2018
- 2. #SMXMUNICH @BermanHale ┏ ༼ ◉ ╭╮ ◉ ༽ ┓
- 3. #SMXMUNICH @BermanHale NATIVE NATIVE + REACT HYBRID
- 5. #SMXMUNICH @BermanHale +28 % UK App Sessions 2017 >80 % Mobile Time Spent in Apps
- 6. #SMXMUNICH @BermanHale >80% Mobile Time Spent in Apps +28% UK App Sessions 2017 +106 % Business App Sessions in Germany
- 7. #SMXMUNICH @BermanHale KNOW YOUR AUDIENCE
- 8. #SMXMUNICH @BermanHale KNOW YOUR AUDIENCE • 54% 45%
- 9. #SMXMUNICH @BermanHale KNOW YOUR AUDIENCE • 14% 85%
- 10. #SMXMUNICH @BermanHale KNOW YOUR AUDIENCE • OPERATING SYSTEM MARKET SHARE • 83B China
- 11. #SMXMUNICH @BermanHale KNOW YOUR AUDIENCE • OPERATING SYSTEM MARKET SHARE • 16B India
- 12. #SMXMUNICH @BermanHale KNOW YOUR AUDIENCE • OPERATING SYSTEM MARKET SHARE • 16B India + 215% in 2017
- 13. #SMXMUNICH @BermanHale KNOW YOUR AUDIENCE • OPERATING SYSTEM MARKET SHARE • DOWNLOADS •
- 14. #SMXMUNICH @BermanHale NATIVE APP BENEFITS
- 15. #SMXMUNICH @BermanHale NATIVE APP BENEFITS •
- 16. #SMXMUNICH @BermanHale NATIVE APP BENEFITS • YOU CONTROL THE EXPERIENCE •
- 17. #SMXMUNICH @BermanHale NATIVE APP BENEFITS • YOU CONTROL THE EXPERIENCE • OS & DEVICE ACCESS •
- 18. #SMXMUNICH @BermanHale NATIVE APP BENEFITS • YOU CONTROL THE EXPERIENCE • OS & DEVICE ACCESS • HIGH ENGAGEMENT • !=
- 19. #SMXMUNICH @BermanHale NATIVE APP BENEFITS • YOU CONTROL THE EXPERIENCE • OS & DEVICE ACCESS • HIGH ENGAGEMENT • SEPARATE FROM YOUR WEBSITE •
- 20. #SMXMUNICH @BermanHale “ ” BIGGEST MISTAKE IS BETTING TOO MUCH ON HTML5 AS OPPOSED TO NATIVE
- 23. #SMXMUNICH @BermanHale NATIVE APPS • APP STORE DISTRIBUTION •
- 24. #SMXMUNICH @BermanHale NATIVE APPS • APP STORE DISTRIBUTION • MUST BE DOWNLOADED •
- 25. #SMXMUNICH @BermanHale NATIVE APPS + REACT.JS
- 26. #SMXMUNICH @BermanHale NATIVE APPS + REACT.JS •
- 27. #SMXMUNICH @BermanHale NATIVE APPS + REACT.JS • CREATED BY FACEBOOK •
- 28. #SMXMUNICH @BermanHale NATIVE APPS + REACT.JS • CREATED BY FACEBOOK • ISH
- 29. #SMXMUNICH @BermanHale NATIVE APPS + REACT.JS • CREATED BY FACEBOOK • SINGLE CODE BASE(ISH) •
- 30. #SMXMUNICH @BermanHale NATIVE APPS + REACT.JS • CREATED BY FACEBOOK • SINGLE CODE BASE(ISH) • PREACT •
- 34. #SMXMUNICH @BermanHale HYBRID APPS • ONE CODEBASE(ISH) •
- 37. #SMXMUNICH @BermanHale CASE STUDIES • MY SECURITY BUBBLE •
- 39. #SMXMUNICH @BermanHale CASE STUDIES • INSTAGRAM • 266M Simultaneous Users
- 40. #SMXMUNICH @BermanHale CASE STUDIES • INSTAGRAM • TENCENT QQ • $124M In Leads in 1 day
- 43. #SMXMUNICH @BermanHale MARKETING RISKS • APPROVAL PROCESS •
- 44. #SMXMUNICH @BermanHale “ ” 79% OF CONSUMERS WOULD RETRY A MOBILE APP ONLY 1-2X’S IF IT FAILED ONLY 16% WOULD GIVE IT MORE THAN TWO ATTEMPTS
- 47. #SMXMUNICH @BermanHale • PARTNER WITH YOUR WEBSITE • DEEP LINKS • BANNERS •
- 48. #SMXMUNICH @BermanHale • PARTNER WITH YOUR WEBSITE • DEEP LINKS • BANNERS • PUSH NOTIFICATIONS •
- 49. #SMXMUNICH @BermanHale NEW & UPCOMING
- 50. #SMXMUNICH @BermanHale NEW & UPCOMING •
- 51. #SMXMUNICH @BermanHale NEW & UPCOMING • GOOGLE’S FLUTTER – FEB 2018 •
- 52. #SMXMUNICH @BermanHale NEW & UPCOMING • GOOGLE’S FLUTTER – FEB 2018 • APPLE’S SWIFT 4 – DEC 2017 •
- 53. #SMXMUNICH @BermanHale “ ” BY 2019, 20% OF BRANDS WILL ABANDON THEIR (NATIVE) MOBILE APPS
- 54. #SMXMUNICH @BermanHale “ ” BY 2019, 20% OF BRANDS WILL ABANDON THEIR (NATIVE) MOBILE APPS WELCOME TO THE ”POST-APP ERA”
- 57. #SMXMUNICH @BermanHale + <link rel="manifest" href="/manifest.json">
- 61. #SMXMUNICH @BermanHale 15x Faster to Load 25x Less Device Storage
- 62. #SMXMUNICH @BermanHale 15x Faster to Load 25x Less Device Storage 52% More Conversions
- 65. #SMXMUNICH @BermanHale PWA BENEFITS • CHEAP & FAST •
- 66. #SMXMUNICH @BermanHale PWA BENEFITS • CHEAP & FAST • ONE CODE BASE (REALLY) •
- 67. #SMXMUNICH @BermanHale PWA BENEFITS • CHEAP & FAST • ONE CODE BASE (REALLY) • PUSH NOTIFICATIONS •
- 68. #SMXMUNICH @BermanHale PWA BENEFITS • CHEAP & FAST • ONE CODE BASE (REALLY) • PUSH NOTIFICATIONS • OFFLINE FUNCTIONALITY •
- 71. #SMXMUNICH @BermanHale CASE STUDIES • TINDER • 95% More Conversions
- 72. #SMXMUNICH @BermanHale CASE STUDIES • TINDER • WEGO • 51% More Mobile Sessions
- 75. #SMXMUNICH @BermanHale DEVELOPMENT RISKS • CANNOT MATCH ALL NATIVE APP FEATURES •
- 76. #SMXMUNICH @BermanHale DEVELOPMENT RISKS • CANNOT MATCH ALL NATIVE APP FEATURES • • AMP
- 77. #SMXMUNICH @BermanHale DEVELOPMENT RISKS • CANNOT MATCH ALL NATIVE APP FEATURES • SLOW FIRST LOAD • AMP •
- 78. #SMXMUNICH @BermanHale DEVELOPMENT RISKS • CANNOT MATCH ALL NATIVE APP FEATURES • SLOW FIRST LOAD • AMP • CRAWLING •
- 81. #SMXMUNICH @BermanHale MARKETING RISKS • TRACKING •
- 82. #SMXMUNICH @BermanHale MARKETING RISKS • TRACKING •
- 83. #SMXMUNICH @BermanHale MARKETING RISKS • TRACKING •
- 84. #SMXMUNICH @BermanHale MARKETING RISKS • TRACKING • INDEXING •
- 85. #SMXMUNICH @BermanHale NEW & UPCOMING • Google led the way with Progressive Web Apps, and after a long process, we decided that we needed to fully support it. - Jeff Burtoft
- 86. #SMXMUNICH @BermanHale NEW & UPCOMING
- 87. #SMXMUNICH @BermanHale NEW & UPCOMING • MS SUPPORT •
- 88. #SMXMUNICH @BermanHale NEW & UPCOMING • MS SUPPORT • CHROME OS DESKTOP SUPPORT •
- 89. #SMXMUNICH @BermanHale NEW & UPCOMING • MS SUPPORT • CHROME OS DESKTOP SUPPORT • APPLE SUPPORT •
- 90. #SMXMUNICH @BermanHale NEW & UPCOMING • MS SUPPORT • CHROME OS DESKTOP SUPPORT • APPLE SUPPORT • PWAS BY ‘DEFAULT’ WITH REACT, PREACT OR VUE.JS • AMP STORIES
- 91. #SMXMUNICH @BermanHale VOICE – ACTIONS & SKILLS
- 95. #SMXMUNICH @BermanHale GOOGLE ACTIONS • EXTEND GOOGLE ASSISTANT FUNCTIONALITY •
- 97. #SMXMUNICH @BermanHale ALEXA SKILLS • AMAZON’S VOICE ASSISTANT • • •
- 100. #SMXMUNICH @BermanHale CORTANA SKILLS • CORTANA SKILLS KIT •
- 101. #SMXMUNICH @BermanHale CORTANA SKILLS • CORTANA SKILLS KIT • PRE-MADE COMPONENTS •
- 103. #SMXMUNICH @BermanHale VOICE APP BENEFITS
- 104. #SMXMUNICH @BermanHale VOICE APP BENEFITS •
- 105. #SMXMUNICH @BermanHale VOICE APP BENEFITS • BRAND AWARENESS •
- 106. #SMXMUNICH @BermanHale VOICE APP BENEFITS • BRAND AWARENESS • NOVEL •
- 107. #SMXMUNICH @BermanHale VOICE APP BENEFITS • BRAND AWARENESS • NOVEL • IMPRESSIVE GROWTH •
- 112. #SMXMUNICH @BermanHale DEVELOPMENT RISKS • CREEPING PEOPLE OUT •
- 115. #SMXMUNICH @BermanHale MARKETING RISKS • MONETIZATION •
- 116. #SMXMUNICH @BermanHale NEW & UPCOMING
- 117. #SMXMUNICH @BermanHale NEW & UPCOMING •
- 118. #SMXMUNICH @BermanHale NEW & UPCOMING • MORE DEVICES (56.3M IN 2018) • •
- 119. #SMXMUNICH @BermanHale NEW & UPCOMING • MORE DEVICES (56.3M IN 2018) • GOOGLE • NEW ACTIONS, DIRECTORY, LANGUAGES, ACCESS TO PURCHASES •
- 122. #SMXMUNICH @BermanHale Mobile First Fast
- 123. #SMXMUNICH @BermanHale Mobile First Fast Great Content
- 124. #SMXMUNICH @BermanHale Mobile First Fast Great Content Structured Data
- 126. #SMXMUNICH @BermanHale Native Features: *** Budget: $$$ Timeline: *** Marketing: *** I have specific feature needs
- 127. #SMXMUNICH @BermanHale Native Hybrid Features: *** Budget: $$$ Timeline: *** Marketing: *** I have specific feature needs Features: ** Budget: $$-$$$ Timeline: ** Marketing: *** I want to test & scale my app
- 128. #SMXMUNICH @BermanHale Native Hybrid Features: *** Budget: $$$ Timeline: *** Marketing: *** I have specific feature needs Features: ** Budget: $$-$$$ Timeline: ** Marketing: *** I want to test & scale my app Progressive Web Features: ** Budget: $-$$ Timeline: * Marketing: * I have a strong mobile site
- 129. #SMXMUNICH @BermanHale Native Hybrid Features: *** Budget: $$$ Timeline: *** Marketing: *** I have specific feature needs Features: ** Budget: $$-$$$ Timeline: ** Marketing: *** I want to test & scale my app Progressive Web Voice Features: ** Budget: $-$$ Timeline: * Marketing: * I have a strong mobile site Features:* Budget: $-$$ Timeline: ** Marketing: ** I have an existing app
Editor's Notes
- Find me at: @bermanhale /in/ashleybermanhale www.ashleybermanhale.com
- Korea spends over 200m in apps, nearly double users in France
- You control the experience – Based on the native UI, an app isn’t constricted by the browser.
- You control the experience – Based on the native UI, an app isn’t constricted by the browser.
- OS & device access – Because they are built on the OS you can enable rich features like accessing the phone’s camera, using actions & gestures, location/GPS, calendar, microphone, accelerometer, etc.
- Native is fast, reliable and highly responsive launch icon increases visibility, push notification can alert users to content or rewards, integration with Bluetooth and beacon services
- Separate from your website – your not tied to the restrictions of your website and performance is independent. It can match, but you don’t have to stay alongside.
- It feels right - The app is based on the native UI & a mature ecosystem. It follows the technical and user experience guidelines of the OS for consistency. For example, swipes, defined gestures, header alignment (left on Android, center on iOS), etc. all feel consistent.
- Use data & take up space
- Because the apps interact with the OS and adhere to existing UX guidelines, you need to build for each platform.
- No guarantee of continued support (Facebook Parse) Working with the DOM API is hard. React gives developers the ability to work with a virtual browser that is more friendly than the real browser. React is just a JavaScript library for building interactive User Interfaces with a small API to learn. It’s not a framework. No barriers to entry – JS skills make you a good React developer Declarative views make your code more predictable and easier to debug.
- No guarantee of continued support (Facebook Parse) Working with the DOM API is hard. React gives developers the ability to work with a virtual browser that is more friendly than the real browser. React is just a JavaScript library for building interactive User Interfaces with a small API to learn. It’s not a framework. No barriers to entry – JS skills make you a good React developer Declarative views make your code more predictable and easier to debug.
- You don’t build a “mobile web app”, an “HTML5 app”, or a “hybrid app”. You build a real mobile app that’s indistinguishable from an app built using Objective-C or Java.
- React Native doesn’t give you access to all the device’s functionality Not perfect Can weave in native code (not complete) You can weave in native code if you need to heavy-hitters using React Native, including Facebook, Walmart, Tesla, and Airbnb.
- Different kind of library, but ecosystem compatible Smaller, portable, embeddable Faster – one of the fastest virtual DOM libraries Extra performance features: customizable update bathing, DOM recycling, asynchronous rendering, optimized event handling (Linked State) Use if you are concerned about React’s size and performance (especially for mobile-web apps) You may lose some capabilities
- Can use tools to remotely update your JS. You can push updates, features, and bug fixes instantly rather than wait for the App Store.
- They are HTML5 apps wrapped inside of a native container that provide access to some native platform features.
- They are HTML5 apps wrapped inside of a native container that provide access to some native platform features.
- You need to tweak so that it works on both platforms and sometimes that tweaking is substantial Could end up costing you more long-term than a native app Fairly simple/limited > or keep it that way if you want to maintain financial value
- Uses webview so performance is limited (UI runs the JS) Performance isn’t as good as native Capabilities are limited
- http://www.yudiz.com/case-studies/my-security-bubble/ App is active in the background and sends alerts Allows you to match with and chat by proximity for help Can route for alternate paths
- http://www.yudiz.com/case-studies/my-security-bubble/ App is active in the background and sends alerts Allows you to match with and chat by proximity for help Can route for alternate paths
- https://www.digitalturbine.com/blog/starbucks-a-case-study-in-effective-mobile-app-marketing/ Image credit: http://www.starbucks.com.sg/coffeehouse/mobile-apps/starbucks-mobile-applications-2 Average of 21% of all transactions done with their mobile app 11M downloads Use: special offers, loyalty program, messaging and notifications, mobile order and pay, personalization
- Handles over 861M quarterly active users Has had 266M+ people were using QQ simultaneously. Integration with other social platforms Live translation of 50+ languages
- Rich demo app with interactive catalog Used at a trade show Works offline & fed leads directly into Salesforce
- It’s really gone down – a couple years ago the average was closer to weeks. But there are outliers, so allow yourself ample time
- It’s really gone down – a couple years ago the average was closer to weeks. But there are outliers, so allow yourself ample time
- ASO - is different from SEO and Apple/Google have different options, attributes & techniques Image credit: http://mobtimizers.com/app-store-optimization/app-store-optimization-aso-plan/
- People give up early – they have really high UX expectations
- App marketing doesn’t happen without integrated marketing https://dzone.com/articles/9-mobile-apps-marketing-case-studies-conjoining-ma
- Flutter is Google’s new cross-OS platform for app development Based on Google’s DART language It’s sort of a Frankenstein project https://developers.googleblog.com/2018/02/announcing-flutter-beta-1.html?m=1 https://flutter.io The new Hamilton app was built with it
- Flutter is Google’s new cross-OS platform for app development Based on Google’s DART language It’s sort of a Frankenstein project https://developers.googleblog.com/2018/02/announcing-flutter-beta-1.html?m=1 https://flutter.io The new Hamilton app was built with it
- Programming language created by Apple for building apps for iOS, Mac, Apple TV, and Apple Watch. Lots new features with Swift 4.1 – going to push it more aggressively. Could be a good thing since designing for iOS native is a pain and the code is not portable at all. “Swift is a fast and efficient language that provides real-time feedback and can be seamlessly incorporated into existing Objective-C code. So developers are able to write safer, more reliable code, save time, and create even richer app experiences.”
- the actual technology to make VR and AR is still developing, so it's difficult for companies to use it to its full potential until it's fully ready and available. IKEA is using it Apple's new Augmented Reality developer platform, ARkit, (part of October's iOS11 software update) which helps developers create apps that merge real-world imagery with digital and augmented objects. It is unsure whether Android users will be able to use Ikea's app in the future, as Google's Augmented reality platform Tango isn't automatically included on every android device.
- Apps are out, bots are in. chatbots will become the face of AI and bots will transform the way apps are built. By 2021, more than 50% of enterprises will spend more per annum on bots and chatbot creation than traditional mobile app development.
- Also, why go native when you can go with a PWA unless you have really specific feature/integration needs
- Start with a secure, responsive website
- The web app manifest provides information about an application (such as name, author, icon, and description) in a JSON text file. The purpose of the manifest is to install web applications to the home screen of a device, providing users with quicker access and a richer experience. Short, add to site then add the reference link in the head of the pages (example above)
- Service workers help speed/caching (esp on returning visits) but they can’t help everywhere. They are just enhancements “ A service worker is a type of web worker. It's essentially a JavaScript file that runs separately (in the background of the user’s browser) from the main browser thread, intercepting network requests, caching or retrieving resources from the cache, and delivering push messages.”
- https://developers.google.com/web/showcase/ Progressive web apps are on average 15x’s faster to load and open than native apps
- https://developers.google.com/web/showcase/
- https://developers.google.com/web/showcase/
- One code base – it’s a solution that works across the web and mobile in one go All web based, HTML + JS + CSS
- Ups engagement
- Offline functionality – including updates so you don’t have to wait for the app stores to approve, quick repairs if needed The screen above is from the Washington Post UK who built the offline functionality
- Build on what you already have!
- Tinder cut load times from 11.91s to 4.69s and their PWA is 90% smaller than their native app (engagement is up)
- Tinder cut load times from 11.91s to 4.69s and their PWA is 90% smaller than their native app (engagement is up)
- Ad clickthroughs 3x’s higher 26% more visitors 95% more conversions overall
- Lancome saw a 17% increase in conversions, 51% increase in mobile sessions. 8% of people responding to a push notification make a purchase. 16% YoY mobile sales, speed increase of 50%
- Cannot match all native app features - they cannot be integrated with phone features such as Bluetooth and fingerprint sensors.
- Cannot match all native app features - they cannot be integrated with phone features such as Bluetooth and fingerprint sensors.
- First load is slow
- Optimized discovery, really fast first load
- If you don’t take precautions with static URLs and linking, crawling can be difficult They rely on JS and Google’s still not good at this
- Google, Microsoft & Apple have all had some gaps MS is leading the pack
- Lack of cross browser support for key API’s makes it hard for businesses to justify their investments Use Google Events As PWAs are not distributed through a central point like Native iOS or Android apps, there are no comprehensive statistics to track the usage of your application. Thankfully since a PWA is just a web application that opens in a slightly different way, you can track it using standard Web Analytics tools like Google Analytics.
- Lack of cross browser support for key API’s makes it hard for businesses to justify their investments Use Google Events As PWAs are not distributed through a central point like Native iOS or Android apps, there are no comprehensive statistics to track the usage of your application. Thankfully since a PWA is just a web application that opens in a slightly different way, you can track it using standard Web Analytics tools like Google Analytics.
- Indexing shows that you need to regularly audit this
- Even content sites can suffer – this comes from the PWA showcase examples
- some folks still don’t understand what a PWA is so you’ll have to do a little bit of education
- 500M machines have MS10 MS is now the most ardent supporter of PWAs Plans to bring Progressive Web Apps (PWAs) to Windows 10 with the “Redstone 4” release (The Windows 10 Spring Creators Update)—currently due in March or April 2018 “Beginning with EdgeHTML 17.17063, we have enabled Service Workers and push notifications by default in preview builds of Microsoft Edge” Because of this any device running EdgeHTML 17 gets full access to the technologies and characteristics of Progressive Web Apps.
- Google Canary now supports desktop PWAs. Fully targeting mid-2018 (like MS) Rumors that Google will convert apps like Gmail, Google Calendar, Google Play, etc. into PWAs (means these could show up in MS/Edge
- Limited support --- Mar 7, iOS 11.3 beta 4 was released Three of 4 features (SW, Caching, Manifest --- but not push notifications) WARNING – Apple will remove unused service worker registrations after a certain period of time – caches that are unused will also be removed there is no guarantee that the service worker or the cache will be available in the future. It might be if the user comes back to the web app within “a few weeks.” I know, the web app should work anyway while online, but we can’t guarantee one of the key concepts of PWAs: offline access.
- https://hackernoon.com/alexa-tell-me-how-to-build-a-skill-1aefdabc279
- https://www.voicebot.ai/2018/01/26/january-2018-voice-app-totals-per-voice-assistant/ DISPARATE APP COUNTS REFLECT DIFFERENT MARKET STRATEGIES – for ex: Amazon has focused on volume Google focused global
- Google Assistant = conversational interface Actions let users get things done that can range from a quick command to turn on some lights or a longer conversation, such as playing a trivia game
- Publishers - Podcast, recipe, news, audio They launched a new directory and you can go in and claim your actions Workflow: When users request an action to be fulfilled: The Assistant asks Actions on Google to invoke the best app to fulfill the intent. Actions on Google sends a request to the app's fulfillment and receives a response that it hands off to the Assistant. The Assistant renders the response in its UI and displays it to the user. The conversation between the user and the app begins. The Assistant sends subsequent user input directly to the app and the app responds directly to the Assistant. This conversation continues until the app gathers the user input it needs to fulfill the intent. https://developers.google.com/actions/distribute/directory
- Launched in 2015 40M devices, 25K+ skills Storyline = you can make Alexa Skills without any coding
- Storyline = you can make Alexa Skills without any coding
- https://developer.apple.com/sirikit/ Using just your voice Siri handles the user interaction and just gets information from your app Usually just a hook for your existing app
- For developers – Bing says they can build a voice app in 30m
- Alexa + Cortana
- Hooks with your apps – allows you to enter the home or be active more often in your customer’s life
- Diverse audiences B2C – Tide stain remover B2B – Alexa can pull Google Analytics reports for you https://insights.newscred.com/content-marketing-amazon-alexa/
- Google BB packing bot
- ALSO - security
- Brands – the rapid growth in smart speaker adoption and voice assistants in general make it an important new channel for every brand to establish a presence. They cannot afford to miss consumer interactions entirely on this important new consumer channel.
- Fort Cortana there’s an education piece --- hard to know what they can do “Now you need to open Cortana and go to Home > Tips and tricks > See more tips > Show my Cortana-powered apps. Click on each individual app to see which verbal commands you can use.”
- New: Hindi, Thai, Indonesian, Danish, Norwegian, Swedish and Dutch. Existing: English, French, German, Japanese, Korean, Spanish, Portuguese, Italian and Russian as fully supported languages for developers. Can tell if someone has purchased/subscribed even without the app open
- Already have B2C on lock