The overcrowding of applications, the constant development of new projects and growth in the number of developers is making the race to visibility for applications even tougher, making success and a return of the investment made on a project more difficult. The concept of the Enterprise App Ecosystem is still not widespread in the area of business: the rethinking of a company’s channels and services as a connected ecosystem, integrated and flexible at the same time, assumes, however, great strategic importance in the current context. We have defined the IQUII methodology of design and approach called Enterprise App Ecosystem (EAE), analyzing in strategic and applicative terms: - the opportunities; - the strengths; - the benefits; - the key elements.

1. FA B I O L A L L I
C E O @ I Q U I I
Enterprise App Ecosystem
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I Q U I I K N O W L E D G E

2. Overview of
market numbers
E N T E R P R I S E A P P E C O S Y S T E M
2 / 10
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More than 2.2 million applications
in the Apple App Store
More than 2.7 million applications
in the Google Play Store
Over 50,000 new applications
every month
More than 300 billion downloads
since the birth of the stores
About 10 billion push notifications
everyday
9/12 days the average life cycle
of an app on the device (except the top apps)
Over 5 hours per day
spent on smartphones
About 92% of time spent
on apps installed on smartphones

3. The reasons for this choice only in most
cases linked to:
Optimization of management and promotion costs1 2 3
Simplification of content1 2 3
Rationalization of maintenance1 2 3
A L L I N O N E
Business & Mobile
E N T E R P R I S E A P P E C O S Y S T E M
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3 / 10
Many brands and companies
that are going down the route of
mobile, focus the presence on a
single application, integrating all
the functions in a single project,
as was the case in web projects
in the early 2000s

4. Critical issues with
an “All-in- one”
approach
E N T E R P R I S E A P P E C O S Y S T E M
4 / 10
Lack of clarity of the information and
service
Difficulty in positioning and gaining
visibility
High maintenance and evolution
costs
Complexity in integrating functionality
maintaining suitable and not too complex
ergonomics
Low probability of remaining installed on
the device
Ineffectiveness in communicating with
the right person, at the right time with the
right message
Low thoroughness of data analysis and
identification of performance indicators
The all-in- one approach over
time, as happened also with the
Web, does not prove beneficial
for the following reasons
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5. New opportunities
E N T E R P R I S E A P P E C O S Y S T E M
5 / 10
The evolution of OS systems, the
development of more and more
vertical platforms and increased
user setup with the use of digital
products and services, are
creating new opportunities
Deep Link
Total integration app-to- app, web-to- app
SIGN ON
BRAND
Single Sign on (and social connect)
Using unique authentication systems
SIGN ON
BRAND
Individual features from low frequency of use that do
not require the installation of an app
Instant Apps
Ability to promote and install groups of apps from
the same brand
App Bundles
SIGN ON
SIGN ON
BRAND
Depth of acquired data from different applications
ProfilingSIGN ON
BRAND
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6. E N T E R P R I S E A P P E C O S Y S T E M
5 / 8
The strengths
of EAE
E N T E R P R I S E A P P E C O S Y S T E M
6 / 10
Extendable
The number of applications in the ecosystem can grow
innumerably
Incremental
The development of new channels and services does not
require temporal or functional constraints
Vertical
The development of new services can be done in a vertical
and very specialized fashion
Integrated
The development of different applications and services,
remains logged on and connected
Experimental
The development of new services does not jeopardize the
relationship with the user, and does not impair the
core-model of the service
Measurable
The greater specialization of applicable products and
services allows for more thorough measuring
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7. E N T E R P R I S E A P P E C O S Y S T E M
7 / 10
Ecosystem app advantages
The life cycle of an application impacts across the board on strategy, user experience and
maintenance. Corporate applications usually have long-term life cycles, while vertical projects
related to campaigns or marketing initiatives have limited life cycles
Different functionalities, different types of users and different markets require a specific user
experience and ergonomics. Designing different interfaces and interactions provide a better
user experience
Different users and different target types, require engagement dynamics.
The design of different dynamics of behavioral activation impacts on the type of user
experience, on the interface and on the means of communication and interaction (Push, email,
notifications)
The in-store positioning strategy can be more thoroughly differentiated in terms of categories,
keywords. Acquisition and downloads strategies are targeted and optimized for specific targets
and for lower costs. It is possible to do A/B testing in a more targeted and structured manner
The specialization of a service and an application allows to analyze more specific behaviors,
more vertical data and more detailed information
Lifecycle
Experience
Engagement
Strategy
Analysis
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8. target homogeneous heterogeneous
profiling generic detailed
lifecycle unique different
service types core multiple
user experience universal vertical
applications 1/2 >2
objective mono multi
Few applications aimed at the same
target focused on core services and the
same objective
W H E N C H O O S I N G
Different applications aimed at targeting
heterogeneous users with specific
objectives, experience and capabilities
E N T E R P R I S E A P P E C O S Y S T E ME N T E R P R I S E A P P E C O S Y S T E M
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EAEALL-IN-ONE
8 / 10

9. E N T E R P R I S E A P P E C O S Y S T E M
EAE FASHION / Example
Long ShortMedium
Brand CampaignCustomer centric
Information ShortInteraction
Placement AcquisitionConversion
Corporate branding
Core model business
Brand awareness
User acquisition
Loyalty
Profiling
User acquisition
Lead generation
Profiling & data acquisition
Engagement
Lifecycle
Services
Experience
Engagement
Strategy
Objectives
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Catalogue / mCommerce
Services and Information
Store Locator
Loyalty
For some brands the management of the Corporate and Community ecosystem is not feasible because it
can not be separated, while in other cases it is possible to extend specific features or even separate.
Fan Engagement Tools
Wishlist / My Area
Loyalty and Coupon
Social Stream
Events
Special initiatives
Festivity
New products
New user targets
Corporate CampaignsCommunity
9 / 10

10. E N T E R P R I S E A P P E C O S Y S T E M / I N F O @ I Q U I I . C O M / W W W. I Q U I I . C O M
Thank you.
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REPRODUCED, PUBLISHED OR DISTRIBUTED, IN WHOLE OR IN PART, IN ANY WAY WITHOUT THE
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FA B I O L A L L I
C E O @ I Q U I I