Presentation by Philippe Dumont, Board Member @Mobile Marketing Association at TheFamily Meeting - March 2016 on how to best develop and maintain a Mobile App

1. Building your Mobile App:
Budget, Planning and Best Practices
Philippe Dumont @phil_du
CEO @AzetoneMobile
Board Member @ Mobile Marketing Association

2. Building your Mobile App:
Budget, Planning and Best Practices!
• Get your objectives right
• Build your Mobile App brief
• The right budget for the right development
• The 4 phases of your development cycle
• Overview of development technologies you can use

3. « Experience is the hardest kind of teacher.
It gives you the test first and the lesson afterwards »
Oscar Wilde

4. Setting the Stage: Today’s Mobile Platforms
iOS Android Windows
Company Apple Google Microsoft
Market Share (Global Installed Base) 15% 81% 3%
Market Share (France Installed Base) 23% 64% 9%
Languages Objective-C, Swift Java C#, .Net
Common APIs accross smartphones,
tablets and PCs
No Yes Yes
Typical App Submission delays 7-10 days 24 hours 1-2 days
App Check and Validation Prior to posting on the
store
Post availability Prior to posting
Developer registration fee $99 per year $25 per year One-time $19 set-up

5. What does it take to build a Mobile App?
• Your initial plan:
• The reality:
I have the best idea!
We have an App
for that!
I have the best idea! ?

6. Why is that?
• An App is more than just a few lines of code
• An App is more than a website
• An App is both a boon and a curse
• The day you decided to build a Mobile App, you effectively
decided to become a Software and Service Provider!

7. Mobile App Unique Benefits
• UX and UI capabilities
• Access to device capabilities
• Offline Access
• Push Notifications
• Ease of (re)use
• App Store and customer ratings

8. Mobile App Unique Constraints
• Development cost
• Users need to download the App
• App availability and agility
• Maintenance costs
• Customer reviews & ratings
• App discovery (ASO…)
• App instrumentation

9. Top 10 Reasons for App Rejections
(Apple)
1. 14% More information needed
2. 9% Apps that exhibit bugs will be rejected
3. 6% If user interface is complex or less than very good, Apps may be rejected
4. 5% Apps that contain false, fraudulent or misleading representations or use names or icons
similar to other Apps will be rejected
5. 4% Apps with names, descriptions, screenshots, or previews not relevant to the content and
functionality of the App will be rejected
6. 4% Apps that require users to share personal information, such as email address and date of
birth, in order to function will be rejected
7. 4% Apps or metadata that mentions the name of any other mobile platform will be rejected
8. 3% Developers are responsible for assigning appropriate ratings to their Apps.
9. 3% App names in iTunes Connect and as displayed on a device should be similar
10. 3% Multitasking Apps may only use background services for their intended purposes:
Source Apple 2015: https://developer.apple.com/app-store/review/rejections/

10. Get Your (Business) Objectives Right
• Build revenue stream?
• Hint: Paid downloads are dead (except few games)
• In-App purchases: OK
• Advertising: Getting there, but do it the right way (native…)
• M-Commerce: Very serious trend
• Mobile-To-Store: Retailer El-Dorado
• Mobile-In-Store: In progress…
• Build customer loyalty?
• Optimize costs/streamline service?
• Other? (???)

11. Building your Mobile App brief
• Analyze where you stand now, Strengths and Weaknesses
• Analyze your market and your competitors
• Analyze your customers and their behaviors
• Identify customer needs and pain points
• Set key objectives and KPIs
• Define App positioning and key features
• Identify resources and select platforms, tools and technologies
• Define Budget, Timeline and Methodology

12. TestingDevelopment
UX / UI
Conception
& Design
Analysis &
Planning
The 4 Phases of your Development Cycle
Maintenance

13. UX / UI Conception & Design
• Why is it important?
• Because it ultimately drives user retention, engagement and ratings (ie
70% of your ROI!)
• What it delivers
• Makes your App optimally usable across all devices and technologies
• Makes it easy and quick to get things done
• Makes your service and your brand credible
• Makes your App competitive
• Builds user engagement and trust
• Builds user satisfaction and recommendation

14. What Makes
Airbnb one
of the Very
Best Apps?

15. « Simplicity »
Anne-Sophie Frenove, Head of Partnerships Airbnb

16. Development: From “V-Model” to “Agile”
• Why is it important?
• In a fast-shifting environment (OS, your competition, you - startup…),
you have little choice but to go for Agile methodology
• What it delivers
• Not necessarily “agility” per se…
• But faster iterations between (internal) releases
• Better visibility to deliveries and fewer risks of delays
• Stronger fit between final deliverable and your expectations
• FYI different methodologies exist (XP, RAD, Scrum…)

17. What Makes
Uber One of
the Very
Best Apps?

18. « Server-side Algorythms »
http://techcrunch.com/2015/11/25/ubernomics/

19. Testing
• Why is it important?
• Because your entire Mobile App project will be a permanent Test-and-
Learn adventure
• What it delivers
• User Testing for usability and reliability of your App across all devices,
screen sizes…
• Virtual (Machine) Testing for performance and crash testing
• A/B Testing for usability and conversion optimization

20. Maintenance
• Why is it important?
• Your App ROI is unlikely to materialize in less than 1 year and your App
will be obsolete within 3 months
• What it delivers:
• Addresses usage bugs and platform-related issues
• Needs to cover some key user feedbacks
• Some level of UI changes as well
• A (budgeted) plan for major new features/releases is required on top of
on-going maintenance

21. The Right Budget for the Right Development
Stages Typical Length Expected Budget Weight
UX/UI Conception & Design 3 to 6 weeks 20%
Development 1 to 6 months per platform 65% (usually 50% dev and 15%
project management)
Testing 2 to 6 weeks 15%
Maintenance 12-month period 10 to 20% of initial costs
Bottom line Simple App: 2 to 3 months 10 to 30K€ per platform
Average App: 4 to 6 months 30 to 50K€ per platform
Complex App: 6 months++ 50 to 100K€ per platform
Prices can vary based on location of resources, capabilities, experience and many other factors…

22. Technologies: Native vs. Hybrid
Pros Cons
Native (Swift/Objective C,
Java…)
• Optimal UX
• Maximum platform leverage
• Best performance & size
• Fewer dependancies
• Re-write of code on each platform
• Higher dev costs (?)
Hybrid Native (Xamarin…) • 60 to 100% code reuse to iOS, Android
and Windows,
• Compiles natively on mobile OS
• Uses C# language
• Slower load time
• Bigger App size
• Uses C# language
• Paid license ($25/mo+)
Hybrid « Semi-Native »
(Titanium Appcelerator…)
• Up to 100% code reuse to iOS, Android,
Windows if no coding to specific UI
• JavaScript with native APIs and UI
• Resulting UI can feel close to native
• More sluggish UI
• More complex development
• Need to learn Titanium API
• Paid license ($39/mo++)
« Full » Hybrid (Apache
Cordova, PhoneGap…)
• Up to 100% code reuse
• HTML5, CSS and JavaScript
• Small and simple APIs
• App pages run within browser so
significant UI issues
• Lowest performance
• Fragmented landscape for
frameworks and libraries

23. Technologies: Native vs. Hybrid
• Bottom line: Spend no more than 60 seconds on this issue,
there is no clear winner!
• (My) Recommendation:
• Don’t make it a project, technology, philosophy or budget issue, make it
a resource issue!
a) If you have access to capable resources, go for native
b) If you don’t, arbitrate based on your resource language knowledge
(but always think platform-specific)

24. Additonal Elements to Consider
• Develop your App with a user-centric approach
• Don’t trust experts, user groups, panels, your guts… only trust your users!
• Au moins 50% de vos hypothèses ne vont pas produire le résultat attendu --Håkan Forss
• APIs: Structure how you access your data servers and how to integrate
with third-party services/Apps
• Opt-in & Privacy: bet on transparency and control to the user
• Deep Linking and other App Store Optimization techniques
• SDKs: your App will quickly be invaded with tons of SDKs (Analytics, Crash
Monitors, Trackers, Push Notifications, Heatmaps, A/B testing…) so choose wisely

25. One More Thing…
It is an App World!

26. It is an App World…
So the World is Yours!
Thank You!
@phil_du
phildu@azetone.com

27. Some References You May Want to Look at:
• Mobile Marketing Association: http://www.mmaglobal.com/ and
http://www.mmaf.fr/
• Mobile Marketing Playbook (Global): http://www.mmaglobal.com/mobile-
marketing-playbook/
• MMA Yearbook (France): http://mmayearbook.com/
• Quarterly Mobile Marketing Barometer (France):
http://www.mmaf.fr/barometre-trimestriel-du-marketing-mobile-en-france-
4eme-trimestre-2015-infographie
• 2016 Mobile Trends (Azetone): http://www.slideshare.net/Phildu1/2016-
mobile-trends-by-azetone