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Beyond code: creating business value with mobil...

Leeds Mobile
February 22, 2024

Beyond code: creating business value with mobile apps by Gabrielle Earnshaw

In this talk I (Gabrielle Earnshaw ) start with an overview of how apps drive business value at a very high level. Then I give some examples of how you can use that understanding to make technology decisions to drive value for a specific app.

Leeds Mobile

February 22, 2024
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  1. Gabrielle Earnshaw iOS vs Android Market share Source: gs.statcounter, Oct

    2021 0 0.2 0.4 0.6 0.8 US UK Europe Global 72% 67% 48% 43% 27% 32% 51% 57% iOS Android
  2. Gabrielle Earnshaw iOS vs Android Downloads vs. Consumer spend Source:

    data.ai, Q3 2023 0 3.5 7 10.5 14 Downloads (B) Spend ($B) 8.2 12.8 11.8 2.3 iOS Google Play (Android)
  3. Gabrielle Earnshaw Are your users ‘sticky’? Engage for long time

    Engage often More stickiness = more user engagement = more business value
  4. Gabrielle Earnshaw Types of user engagement $ “The app makes

    me want to use it” “I don’t want to use the app” “The app doesn’t make me want to use it” “I want to use the app” # HR ☠ “User driven” “App driven”
  5. Gabrielle Earnshaw App store benefits Payments platform Global distribution App

    Store optimisation (ASO) / discoverability Notifications Home page icon
  6. Gabrielle Earnshaw Do you need to be in the app

    stores? User engagement Business value => Business model x
  7. Gabrielle Earnshaw Do you need to be in the app

    stores? • Do you need to inject app-driven engagement? ✅ • Do you want other app store benefits? ✅ • Would you be leaving value on the table? ✅ • Will the costs outweigh the benefits? & User engagement => business value Cost
  8. Gabrielle Earnshaw What technology should I use to build my

    mobile apps? PWA (progressive web app) Responsive web Hybrid / wrapper apps Native Cross-platform
  9. Gabrielle Earnshaw Technology Choices Responsive web PWA Hybrid / wrapper

    Cross - platform Native Increased cost Engagement For small screens Background processing Notifications (Android) + App Store benefits + Better UX + Some hardware integration Best UX + Best performance Best hardware integration
  10. Gabrielle Earnshaw Hybrid / wrapper Cross - platform Native Technology

    Using App Store Responsive web PWA Engagement App Store compatible
  11. Gabrielle Earnshaw App Store compatible What technology should you use?

    Responsive web PWA Hybrid / wrapper Cross - platform Native Increased engagement BUT increased cost User engagement => business value Cost