I was recently quoted in an article rounding up predictions for mobile in 2014 (20 Mobile Industry Expert Predictions for 2014). There were a lot of comments about mobile commerce, mobile marketing budgets increasing and tracking, but no one else seemed to share my prediction:
Building 23snaps has been an amazing learning experience in so many ways, but none more-so than the wake up call that the vast majority of consumers, across any market, are not tech-savvy millennials who will forgive UI inconveniences for the sake of using the latest technology. At 23snaps, many of our users are using a technology other than email for enjoying family photos for the very first time. That can be hard enough for them on the computer, but add a new smartphone into the mix and suddenly there are a lot of our customers who need, if not hand-holding, some excellent sign-posting to help them figure out what to do next.
I would like to think that I’m not the only one who noticed this trend. As I mentioned in my prediction, iOS 7 was a jarring experience for many users. In fact the AARP, a membership community and non-profit for US over-50s, actively discouraged its members from upgrading to iOS 7 as late as 30 October, 2013 (iOS 7 was released in June). They said:
“The font is very light and may be hard to read for some. The icons appear flat and move quickly across the screen, causing some people to report dizziness.”
If Apple thinks this recommendation from AARP is no big deal, they should check the membership roster. AARP has over 40 million members.
But the bias towards user interface design that favors the tech-savvy is pervasive through the entire industry – and at times this is dramatic enough to confuse even the millennials. Look, for example, at the Facebook ‘Other’ inbox, for most people a hidden repository of lost birthday wishes, invitations and requests.
An enormous audience has access now to technology that should make their lives easier in every way. But instead the applications and services available leave many of them confused and frustrated. In the last few years, the audience of non-digital natives using the latest technology has become the majority but products and services aren’t catering to them, missing out on profit and growth opportunities.
2014 needs to be the year that designers and developers begin considering the experience for someone who doesn’t understand that three horizontal lines means ‘Menu’ or that an eight-pointed star means ‘News Feed,’ or even what a ‘News Feed’ is. There is a balance to be struct between spoonfeeding digital natives, but creating a beautiful, usable product, that signposts the most important elements for those who are discovering them for the first time.
I’m thrilled with the response my Monday Mobile Marketing tips received last year, and with over six months of content, there’s quite a bit in there. But given I’ve covered a lot of the basics already, I’d like to branch out when it comes to blog and mobile industry topics. This is a post I’ve been meaning to write for a long time, and is pretty much guaranteed to raise some strong alternative opinions.
I believe that, for a small, independent developer who wants to launch on a second platform after iOS, developing for Windows (8 or Phone) is a much easier process and better bet for the company in the short term than Android.
Let me break down this potentially heretical statement.
Windows, like iOS, lets you control what your customers see.
The fragmentation in the Android market has grown exponentially – from just under 4,000 different consumer Android devices in 2012 to almost 12,000 in 2013. That’s potentially 12,000 different screen sizes, types of screen hardware (did you know that your app’s colors render differently depending on how the screen is made), or types of skins manufacturers use to distinguish the device? Each variation could lead to a significantly altered appearance of your app. Some teams will test their Android apps on up to 4oo different devices to ensure that the experience is the same for all users.
Windows OS on the other hand, utilizes the structure in their slightly unique design paradigm (with the horizontal scrolling through menus and content types) to ensure the experience is consistent across devices. Added to that, the consistency in manufacturing will mean, for the most part, there will be no distortion of colors and layouts. A Windows 8 laptop and a Surface Pro user are both going to have identical experiences on their Windows 8 app.
So the question for small independent developers becomes: would you like to design once and ensure your users see what you intent, or design once and test on over 400 devices making constant tweaks to your APK for each device supported?
Windows hardware will operate consistently across devices.
Let me reiterate: your users can choose from almost 12,000 different Android devices. If you think visual appearance is your biggest problem, think again.
Each Android device can bring with it slight (or dramatic) variations in how the operating system and the hardware interact. The operating system of the Galaxy S-series, one of the most popular phones on the market, has their own, non-standard methods of interacting with the video recording hardware. This means that you need to modify your APK for Galaxy S-series users otherwise any functionality you have in your Android app that accesses video recording could fail.
Video not a big deal? What about the Nexus 7, the most popular Android tablet, which has custom operating methods to interact with the camera hardware as the tablet has no back-facing camera?
Unlike the cosmetic problems that can be more of an annoyance, these hardware and OS inconsistencies can cause loss of core functionality, or cause your app to fail all together.
Windows, like iOS, is for now an operating system only available through certain manufacturers who keep the OS and hardware interactions consistent. When you develop for Windows, you know that the functionality you provide users will work no matter which Windows Phone or 8 device they are using.
With a need for more developers, Windows can help promote your App.
It’s no secret that Windows has been working hard to get more developers to create content for the Windows App Store (even going so far as to bribe developers with cash). The Google Play store, on the other hand, rivals Apple in terms of sheer volume of Apps available.
This can work in your favor. The Windows team is eager to support its fledgling developer community in a number of ways. We’ve found the team to be highly engaged with our app – to a degree we could never expect from Apple or Google – which has led to numerous opportunities for promotion and growth.
Better to be a first mover and on good terms with the Windows App Store process and team than to miss out on the opportunity to build early support for your Windows app.
Windows OS on mobile devices is gaining traction in the market.
Depending on what you read, the Windows Phone is on it’s way up… or on it’s way out. Despite the mixed market signals, there are a number of signs mobile developers should take a chance on the Windows operating system.
2012 was Windows Phone’s strongest year yet, and while 2013 didn’t quite live up to expectations overall, their Q3 reports had tech journalists praising the affordable phone as the fastest growing phone operating system in the market (yes, beating iOS and Android). Also, by the end of 2013, analysts were becoming positively impressed by the Surface and Surface Pro tablets’ market growth.
Regardless of how fast you think the Windows mobile OS market is growing in the future, it’s suggested that there are over 125 million Windows 8 users globally (that’s bigger than Apple’s OS X entire user base by almost 2x by the way) – a market that any independent developer shouldn’t sneeze at, particularly if there is much less competition to access it.
Ok… there are some downsides.
Of course, when it comes to developing for a new platform, whether you’re choosing Android, Windows or web, there are always downsides to each. While I believe that Windows is a much better bet for independent developers that Android, there are some downsides compared to the Google OS.
Firstly, and perhaps most importantly to most developers, the design paradigm is radically different. While Android encourages a customized look and feel to sit in line with Android design best practices, in reality many developers simply create a carbon copy of their app’s design when moving from iOS to Android. That won’t cut it with Windows which has a series of very specific design requirements. While some of these can provide interesting new ways to showcase app content, others are simply annoying and require a rethink of many aspects of your app. The danger of ignoring these design paradigms is that you aren’t selected for any of the developer support efforts run by Windows and are shunted to a lesser section of the Windows App store.
Secondly, finding development resources for Windows OS is much harder than it is for Android. There are many fewer Windows 8 developers available for hire, although there are a number of freelance resources.
Thirdly, Windows 8 for Surface and laptops, and Windows Phone 8 do not actually have overlapping app stores, nor are apps developed for one immediately compatible for the other. If you are committed to the Windows 8 platform, you may find you need to develop both versions to be successful in either market.
Finally, there’s the elephant in the room – market share and growth. For all of Window’s pretty numbers and improvements in the last two years, Android is still globally the operating system with the most users. If your existing users are clambering for a way to connect with their friends on other systems it’s most likely a request for an Android app. Windows just doesn’t have the reach yet to compete with Android.
Overall, however, for equal time, money and effort, I feel that Windows is a better opportunity for small independent developers looking for their second platform after iOS.
Have you launched an app on iOS first? What are you choosing as a second platform? Why?
Header image credit: Animoca
Monday Mobile Marketing Tip: Create a Demo Video
18 Nov 2013Every Monday, I write about something new you can try this week to drive more downloads for your mobile app and increase engagement with your existing app users, based on what has worked (and what hasn’t) for 23snaps.
When trying to gain new users for your app, little is as powerful as word of mouth recommendations. While it’s fantastic when these come from your users, it can be even more useful when they come from a trusted press source. But how do you capture the attention of busy journalists who are inundated with dozens of requests each day from independent developers looking for some coverage of their app?
One way is to provide them with the ability to truly visualize your app and the problems it solves (or fun it provides) without forcing them to take the time to download it and give it a go themselves; or worse make a guess at what your app does and looks like from a few lines in an email. You can do this by making a compelling demo video.
But a demo video is more than just a bit of collateral to add to a press release (although that is a serious benefit). It’s also a way to educate your potential users. More and more app stores allow you to include videos along with app screenshots – the Google Play Store puts video front and center – it’s the most prominent preview on the page – and the Amazon App Store allows developers to include up to five different videos for a single app. App stores recognize that videos can help drive downloads from their end users – so don’t miss out on the opportunity to take advantage of this important app store real estate.
Finally, a video can help sell your app and the brand or people behind it. A demo video can be more than just a demo of your product, it can tell the story of why you created your app, making your team or product more relatable or appealing to your core audience.
We’ve just launched our first video for 23snaps and so far the results have been incredibly positive. It’s helped us reach out to more journalists, is tracking plays from the app stores where it’s been embedded, indicating that potential users are engaging with our content and we feel it does more than just walk users through the app but is a slightly cheeky way to show the problems we solve in an aspirational way.
Here are a couple of lessons I learned creating our video:
– If you’re making a demo video, don’t forget the demo.
It’s important to get the culture and feeling of your brand and app into the video so it stands out from the dozens of basic demos out there – but don’t forget to actually show off the app. While a bigger brand can spend more time telling the story than showing off the product, at the end of the day, you want people to understand what you do and how you do it.
– Stand out from the crowd.
There are thousands of app demo videos, some better than others. The ones that stand out are the ones that do something a little different, that tell a story or that are visually interesting. A quick scan of the other demo videos out there show thousands of fingers poised over thousands of smartphones. What can you do that still showcases your app but does it in a different way?
– Be relatable.
A disembodied finger is hard to relate to. So how can you get a real person, user case or problem in your video, to help users understand who your app is for and why?
– Tell a story.
The phrase ‘content is king’ has become such a cliche in digital marketing I’m loathe to use it, but it’s more appropriate here than ever. Think about the adverts that you’ve related to recently – whether it’s the Spock vs Spock Audi commercial or the John Lewis Christmas advert – many have a sense of narrative. What can you do that wants to make your viewers watch until the end?
Have you created a demo video for your app, or do you have some favorites? Share in the comments!
This article was originally posted on LondonLovesBusiness as a summary of my UKTI tech mission to Brazil, researching the market for 23snaps and a local launch in the country. There I shared some of the opportunities, challenges and conclusions I drew from the trip and what international startups can expect when trying to bring their business to Brazil.
On the evening of 10 September, I found myself sitting with the founding members of 10 other UK tech start-ups at Heathrow’s Terminal 5 waiting for a flight to Sao Paulo, Brazil. Our companies ranged from social networks to content delivery networks to ecommerce solutions – but all had one thing in common. They had committed their limited time and resources to travel halfway around the globe to explore growth opportunities in one of the world’s fastest-growing markets. I represented 23snaps, a private social network for families, and hoped to learn more about the consumer appetite for our product and to find launch partners that would help us grow in the Latin American market.
There were shared pre-flight drinks and banter but also a sense of apprehension. Brazil is a tempting market for many businesses, with a consumer market growing exponentially in size, but the challenges that small companies face trying to enter the country act as a strong deterrent.
The 10-day trade mission, dubbed The Great Tech Expedition, was UKTI’s attempt to help one group of British tech start-ups overcome those challenges. The programme was also supported by the Mayor of London as part of the 2012 legacy efforts, as many of the companies participating on the trip hoped to pick up lucrative contracts related to Rio’s Olympic infrastructure and planning. The launch event included a meet-and-greet with Mayor Boris Johnson. It was an ambitious effort on the part of UKTI, but I returned to London with ambivalent feelings towards opportunities in the South American nation.
The Opportunities
On the surface, the opportunities in Brazil are numerous. As the hosts of both the 2014 FIFA World Cup and the 2016 summer Olympic Games, the investment in infrastructure and need for goods and services can only increase.
Additionally, the Brazilian consumer market appears to be booming as well. Already the sixth largest economy in the world, over 75 million Brazilians are own smartphones. It’s ranked fifth in the world for number of internet users (over 90 million) and household spend has increased steadily over the last 10 years, including 2.5% growth from Q1 2013 to Q2 2013.
Brazilian companies can’t keep up with consumer demand, leaving room for international businesses to enter the market. Many of the participants on the UKTI trip were hoping to be first to market in their industry in this new, lucrative environment.
The Challenges
But for all of Brazil’s potential, there are significant challenges to foreign companies entering the market – as we discovered shortly after being ushered into the UK Consulate on our first morning in Sao Paulo. A series of seminars, organised by the UKTI and the Consulate’s Office, painted a more realistic picture that left some participants questioning the opportunity cost.
Brazil is still extremely protectionist of its own industry and companies. This manifests itself in significant tariffs on international goods and services. A Brazilian company paying for a service from an international company might expect to pay 40% on top in taxes. International companies looking to move profits out of Brazil into their home country can expect a similar (40%) tax rate on taking funds out of the country. Businesses also must hire a certain number of Brazilian employees for every foreign one and cannot have business operations in Brazil without a full time managing director located there who assumes full, personal responsibility for the company – one example of a complicated business legal system.
This can all be challenging for small companies with limited resources particularly because English is not widely spoken, even in technology or professional industries; a point felt strongly by our Tech Expedition as we attempted to explain advanced digital services in broken Portuguese, sign language and Powerpoint slides to attendees at the Rio Info conference. The conference was the region’s largest technology event and ostensibly the focal point around which UKTI had organised the trip.
Another intriguing point for the tech companies was Brazil’s lack of data protection laws. While the UK companies would of course be bound by EU data protection laws, their Brazilian competitors faced no such restrictions. Personal, medical, educational and online data can be bought, sold, resold and used for marketing purposes without any penalties – and consumers are uneducated about this so are not asking for change.
Finally, infrastructure in Brazil is still extremely dated, particularly outside the state of Sao Paulo which occupies only 3% of the country’s land mass, despite driving 60% of its economy. Across the country poor roads, transport and civil services mean that it can be expensive and difficult to transport goods, services or personnel.
The Reality
As we learned about the tricky landscape we would need to navigate to begin business operations in Brazil, professional consultants’ cautions were balanced with the vibrant Brazilian world around us. In Sao Paulo, a never ending city of skyscrapers, even cabbies checked directions on their smartphones. In Rio, despite the sea of tents and corrugated metal boxes that made up the shanty town Favelas, the beaches and tourist attractions were packed with tens of thousands of local and international tourists, stimulating the economy.
The tech and start-up scene was booming, at least if the numerous government-backed start-up accelerators were to be believed. Cesar, a self-proclaimed “Brazilian IDEO” had supported 70 projects, funded nine business plans and helped three companies start generating revenue in the last year while Invest Sao Paulo had the backing of the local and federal governments to bring both Brazilian and international businesses into their accelerator program with up to $100,000 of investment – as long as they based themselves in Sao Paulo.
The Future
Brazil is a perfect market for 23snaps. It’s family-oriented, social, and there is a huge consumer appetite for new online services and networks. On top of that, there are almost 300 million people living in Brazil and consumer smart phone and internet access is exploding. But we can’t forget that Brazil is still a developing country and there are a couple of challenges we need to overcome, particularly related to financial operations, data protection and infrastructure in the country
Brazil was, for myself and many of The Great Tech Expedition participants, a conundrum – even more so for having visited. Local enthusiasm for the London companies, obvious consumer demands and a European-like attitude towards consumer products was, for many, enough to counter the numerous challenges and increasingly bleak outlook on Brazil from global economists. The final day in Rio, with the iconic Christ statue smiling benevolently down on the British entrepreneurs, was filled with optimistic discussion of a return trip, final signatures on contracts and the opportunities ahead. Yet by the time our plane landed, both the London drizzle and reality of operating in Brazil had cooled the group’s passions. Despite our, and UKTI’s best efforts and desires, there is still a long way to go before small British businesses are up and running effectively in the tempting, challenging and intriguing Brazilian market.
(This article was originally posted on LondonLovesBusiness on 09/10/13)
The other day, a conversation in the office about how to generate more press coverage for our startup led to some questions – what do the major tech blogs consider newsworthy? What do they usually write about? Are there any publications that provide more coverage for startups, or article topics that drive more of the news?
A quick glance turned into a longer look, and the result was some analysis on a full week’s worth of content (between 1 and 7 August, 2013) on five major tech blogs – TechCrunch, The Next Web, WIRED news, TIME’s Techland, and CNN.com’s tech news section. There were over 540 articles to analyse and the results were fascinating (and I wonder if the publications themselves look at the breakdown of their content in this way).
To summarize the information gathered, I’ve created this handy infographic:
Here are a couple of interesting takeaways:
– Only 11% of a week’s worth of tech press was about startups launching. [Tweet this stat]
If you want to get coverage for a new venture, you’d better have a good hook because this type of story clearly doesn’t get as much coverage as, say, new feature releases from Google or a news from Apple. Startups in general drove about 25% of the press for the week analyzed.
– TechCrunch devotes about 43% of its coverage to startups; TIME Techland only 8%. [Tweet this stat]
It’s not surprising to see a large percentage of TechCrunch’s coverage is about startups, but it is interesting that other top tech blogs spend so few words on the space. WIRED was barely any better at 9% and The Next Web and CNN had slightly fewer than 1 on 4 articles about startups.
– Apple, Facebook, Microsoft and Google account for 20% of the coverage across major tech blogs. [Tweet this stat]
The four companies alone were the subject of 1 in every 5 articles posted by the five sources.
– 50% of the new ventures covered by WIRED’s tech news blog were launched from a university research center. [Tweet this stat]
Want coverage on WIRED? Better team up with an established university. Or go space. WIRED loves a good astronomical discovery.
– While 40% of startup coverage was about company launches, new features and fundraising also made the news. [Tweet this stat]
If you’re past launch but still considered a start up, don’t write off tech press. 6 in 10 of the articles about startups across all five tech blogs were about something other than the company launch. Primarily this was related to startups launching new features (25% of startup coverage) and fundraising (11% of startup coverage), there were stories about acquisitions, hiring and general business news (such as trend pieces and small companies responding to business and political news like the NSA leak).
Of course this is a limited data set, and I’d love to do the same analysis for a larger sample of articles and more sources. That said, I believe this to be a good snapshot of tech press and how it relates to startups.
Got any thoughts on these data? Does this seem to match with your experience and knowledge of the tech press? Let me know in the comments below.
Meaghan Fitzgerald is a marketer and entrepreneur building and growing consumer and gaming products and experiences. A Silicon Valley native, she started her first company, DormWise, in 2006 which she later sold in 2009. Meaghan spent 7 years in London in early stage consumer startups, two years at Xbox as a product marketer for Minecraft, and is currently the head of product marketing for VR experiences at Facebook and Oculus. Meaghan writes here about business, technology, gaming, and marketing. She has been named a top