WerbeWoche Interview, Jan 15 2016


Today’s advertisers cannot afford to ignore smartphones and tablets. Mobile specialist Robin Wirz knows why.

On average, 16 – 24 year olds spend three hours and 26 minutes every day online via mobile displays. For those aged 55 – 64 years, this figure is only 58 minutes – yet, the trend is increasing (source: globalwebindex.net/trends). Marketing activities in 2016 must therefore put a strong emphasis on smartphones and tablets. Werbewoche spoke with Robin Wirz, specialist for mobile apps and CEO of Terria Mobile with headquarters in Basel.

WW: Which app, excluding e-mail, did you use the most in 2015?

Robin Wirz:The camera, or one of the travel, news, or social media apps.

Robin, what was your first favourite app?
That was Google Maps for navigation, along with some of the little helpers that cleverly use the device features, like the water level and the image processing.

Your company is an award-winning start-up. What is the secret to your success?
Since our foundation in 2011, we’ve had a 100% focus on “mobile” and every day, we are on the forefront of this dynamic and exciting market.. We have invested from the start in the development of a technology that enables mobile experiences and “Mobile Moments” to not only be created, but also managed.

Mobile Moments – sounds exciting.
Yes, this refers to a new marketing philosophy. Companies provide users with services that are oriented to a very specific need at critical moments in their customer journey. The app can look completely different, depending on the moment. The key is to offer help to the customer based on the specific situation.

What is the secret to creating Mobile Moments?
There are three topics to be mastered: identifying the moment, presenting the offer, and delivering the content. All in real time and 100% needs-related. Some airlines are already very good at this. American Airlines is worth a look.

What are the typical goals of a mobile app?
It starts by simply following the customers into the mobile world and then taking advantage of the many creative opportunities presented there, as well as facilitating the various processes. All areas can benefit: communication, sales, trade show marketing, events, etc. Using device features like the camera, GPS, and sensors in combination with enhanced data about preferences from the content management system, it is possible to create new products, services, and experiences.

Web app vs. mobile app – explain the main difference:
A web app, from a technical point of view, is a mobile website with all of the associated advantages and disadvantages. Apps are faster and enable the use of mobile device features. Given the power of push notifications, there’s no way I, as a marketing expert, would pass on them. Overall, apps are, for the time being, the best way to create exciting mobile experiences.

Simon Muster of Maxomedia has said in the Werbewoche Trend Barometer that the future will be web-based.
Mobile web technologies are certainly developing quite rapidly. But, so are mobile app technologies. They continue to lead the way when it comes to innovative functions. The standardization procedures for HTML ensure that web app technologies will continue to lag behind the manufacturer-driven mobile app technologies. We at Terria Mobile generally work with a “hybrid” approach that uses the benefits of HTML enhanced with the native app technologies to combine the best of both worlds.

You have created the “LaunchBase” management system for mobile apps. What are the requirements for such a system?
It must be capable of creating convincing mobile experiences and provide for an easy management of apps. Specifically, requirements include content management, access management, and data analysis in addition to being able to retrieve content from existing data sources and processing it appropriately.

What should I pay particular attention to when selecting a development partner?

Mobile is a unique and highly dynamic space. A mobile “copy” of existing concepts rarely works. It is important to find a partner that is familiar with this space and its opportunities, while having the technical abilities and strong conceptual skills for flawless and efficient implementation – also beyond the initial launch.

What are the most important steps in app development?
You follow the traditional steps of gathering requirements, setting objectives, determining the budget, designing the user experience, and implementing the end product. I recommend a process with small “agile” steps. It speeds up time to market and allows to respond faster to new developments and preferences.

What are the most important trends for the next 48 months?
Mobile Internet use will become increasingly dominant and marketing will follow. New ideas and opportunities will open up new business areas – like the Internet of Things – for both existing and new players. Mobile Moments and Big Data will make marketing much more personal. Virtual reality will need some more time. The Apple watch will improve.

Source of original article (in German): www.werbewoche.ch

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