Mobile Apps Playbook delves into the strategies of mobile apps

Recently, I attended a seminar, Mobile Apps Playbook, outlining strategies and concepts businesses need to consider when developing apps. The presenters were Kjell Hegstad, Chief Viking (he’s from Norway) at Digital Vikings in Wilmington, DE, and Gary Zhou, Chief Strategy Viking, with Greg Shelton, Marketing, also attending The program was co-sponsored by the Norwegian American Chamber of Commerce Philadelphia and Greater Philadelphia Chamber of Commerce.

“Simplicity is a big part of innovation.”
-Kjell Hegstad


Anyone with a smartphone and/or tablet – and that’s most of us – knows that mobile and apps have ballooned. Hegstad said that by 2015, 70% of people will own a smartphone. “If the mobile experience isn’t cool, people are not going to use it,” he said.

Being cool, however, doesn’t mean complicated with flashy colors. My favorite line from Hegstad was “Simplicity is a big part of innovation.” With more purchases being done on smartphones a device we always have with us, there is a need to shift strategy. Zhou noted, “Mobile first, then take it back to the web site.”

There are several elements to take into account. It is important to have “standups,” where all the stakeholders are brought together to offer ideas. “Hear, create, deliver,” said Hegstad.

“Mobile first, then take it back to the web site.”
-Gary Zhou

Delivery and launch can happen before the work is done because it creates the opportunity for feedback. “Build it, launch it, measure, learn,” said Hegstad. “There must be human centered design. Visual aids help to convince customers and management. When visuals are used, 92% of the time it results in a decision.”

Zhou added: “Demo the value first, then soft sell. Audience interaction is shifting marketing away from ads. Identify, broadcast, engage, monetize, measure, amplify. About 77% of consumers make a purchase recommended by an advocate. Optimize your brand advocate strategy. Even small businesses can get an advocate because that person (s) can be anyone.”

“The mobile mantras are: ‘Does the app save time and money?’” said Hegstad. “Is it cool? Does it instruct or educate? And, would I use it?”

On the way to and from the seminar, I was viewing an online class about making mobile apps, so stay tuned.

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