Businesses don’t ask for proposals for point solutions or products they can buy off the shelf. By their nature, RFPs are strategic—they’re for finding custom, long-term solutions that fit in with the soliciting company’s larger vision and goals. If you’re structuring an RFP, do it thoughtfully and carefully. The requirements you put forth can significantly impact the quality of the mobile solution (and partner) you end up with.

I have already discussed the importance of understanding mobile as an iterative cycle and suggested ways to structure your org and team for success across that cycle. Given that branded mobile application portfolios tailored to richly defined mobile application experiences have the power to drive enterprise-wide digital transformation, let’s discuss how your procurement group can structure RFPs to facilitate that transformation.

If you plan for the full mobile lifecycle at the RFP stage, you will be able to find a mobile partner who doesn’t just build your app, but can help you acquire, engage and monetize your mobile audience in line with your business goals.

Mobile RFP Requirements for the “Strategize” Phase

In the mobile application lifecycle, the “Strategize” phase involves defining the amazing experience you want users to have with your app, then outlining use cases and feature sets.

If your project is complex enough to necessitate an RFP, it’s important to select a partner with proven success in similar, equally complex projects.

To uncover indicators of a bidder’s experience and capabilities, ask for examples of:

• Custom flagship applications / application portfolios for known brands. This demonstrates credibility, along with creative and technical expertise.
• Live event applications supporting live-streaming video and other real-time content. This demonstrates that the bidder has robust, stable technology and the ability to integrate with third-party providers.
• Successful in-venue mobile experiences at stadiums, hospitals, etc. This demonstrates the technical capabilities required to integrate with a host of hardware providers to create a seamless, engaging mobile user experience. Bidders should be prepared to support location technologies including high- and low-density Wi-Fi and both physical and virtual beacons.

You will also want to define functionality and feature set requirements in this part of your mobile RFP. As applicable, request the following:

• Simple app content management
• Context-triggered user engagement via push notifications and mobile engagement
• Indoor wayfinding and navigation
• Video streaming
• Campaign and app analytics
• The flexibility to integrate with multiple third-party software providers (such as customer relationship management [CRM] platforms, electronic health record [EHR] systems, loyalty, commerce, etc.)

Mobile RFP Requirements for the “Create” Phase

During the “Create” phase of the mobile application lifecycle, you bring your app to life in the way that makes the most sense for your budget, timeline and in-house capabilities. Depending on your unique timeline and goals, you can expect a mobile solution to cost anywhere from $100K to $500K (if you’re licensing software), or $1M to $5M (if you’re building a completely custom application).

If these numbers seem high, think about how much you allocate to other channels (email marketing, field marketing, etc.). Now think about how much time your target customers spend in those channels relative to how much time they spend on mobile. This simple exercise in perspective will help you see how worthy of an investment you’re making.

A word to the wise: avoid the temptation to go with the cheapest technology option, which may come disguised as a so-called “write once, run anywhere” codebase. Non-native development is a shortsighted non-solution to a very real problem, and bidders who propose HTML-based or other non-native development will not be equipped to support you through the mobile lifecycle. Look for a bidder who proposes a native mobile solution, built to the design standards of each platform and leveraging the uniquely mobile capabilities of each operating system and device. (Here are those design standards, if you’re interested: Apple Human Interface Guidelines, tvOS Human Interface Guidelines, Google Material Design, Android TV Guidelines.)

Mobile RFP Requirements for the “Launch” Phase

During the “Launch” phase of the mobile app lifecycle, you work to get your app noticed and build the audience that will use it. This requires a partner with robust performance marketing and data science capabilities. Make sure that your RFP requests detailed information on how the bidder will support app discovery and user acquisition, backed by real-world examples of launch and audience building success with other apps.

Also make sure to request a thorough explanation of the bidder’s customer support approach during and after the launch period. The more complex the project, the more support you should expect and request.

Mobile RFP Requirements for the “Engage and Monetize” Phase

In the “Engage and Monetize” phase of the mobile application lifecycle, you map out how you intend to keep app users engaged and drive revenue through your mobile efforts. There are many options—from a simple download charge or subscription model for your app to in-app purchases, in-app advertising, driving sales and foot traffic via contextually relevant messaging and more. And all of it generates troves of valuable data that you’d be foolish not to leverage.

To identify a prospective partner who can appropriately support this phase, your mobile RFP should ask that bidders describe their background in supporting:

• In-app monetization with various ad formats as well and a top-quality network (if relevant)
• In-app purchases and loyalty program integrations
• SMS-based marketing campaign planning and execution, as well as the features and capabilities of any contextual marketing tools offered
• Leveraging contextual data to impact marketing, operations and other business-critical initiatives

As you can see, the earlier you start planning for all phases of your mobile application lifecycle—particularly by addressing them up front in your RFP—you not only streamline the process, but increase your chances of driving real returns on your mobile investment.

I hope you’ve enjoyed this series on how to position your organization for success across the mobile application lifecycle—in essence, get your head right, get your team right and get your RFP right so you can find the right mobile partner. The mobile space is inherently partner-driven and collaborative, but there’s nothing worse than being stuck with a mobile provider who can’t (or won’t) act as a strategic partner.

For more tips and insights, feel free to get in touch. In the meantime, why not learn about the ins and outs of the mobile app lifecycle? Download our eBook on the subject below.

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The post Best Practices for Writing a Mobile RFP appeared first on Phunware.

Mixed-use properties usually center around a common theme, gaining cohesion from branding as much as geographic location.

These days, there’s another way to gain cohesion among residents, property management staff, retail tenants and the shoppers and restaurant-goers you want to attract. We’re talking about mobile apps.

A mobile app platform, like a multi-use development, can be built to serve multiple purposes. Just as your development combines live, work and play, your mobile app can and should address the needs of all stakeholders in one solution.

1) Attract and retain residents by empowering their mobile lifestyle management.

We’ve said it before and it bears repeating here: Millennials and the upcoming Generation Z run their lives via their omnipresent mobile devices. By providing a comprehensive community mobile app, you can empower residents to manage everything they do around the property in the same way—tracking package deliveries, scheduling amenities, submitting maintenance requests, etc.

The same app can extend outward into the retail space with seamless navigation to nearby restaurants and other points of interest, updates on sales at favorite stores, information about upcoming festivals and concerts, and so on. With a next-generation app, residents can manage everything they want or need to do within their community from a single interface, quickly and conveniently. It’s a compelling and useful amenity as well as a competitive differentiator.

2) Streamline resident communications and property management tasks.

A community mobile app with staff dashboard frees up the residential management team to maximize sales and keep everything running smoothly. Built-in communications tools make it easy to get the right messages to the right residents, the way they want to receive them. Contextual data helps uncover usage patterns around property amenities, maintenance performance trends and other valuable operational insights. Package tracking and notifications reduce the front desk workload. All these features and functionality help the property run better, which makes life easier for staff and residents alike.

3) Attract shoppers with wayfinding and personalized engagement.

For many large mixed-use developments with multiple buildings and plazas, physical signage isn’t enough to help shoppers and visitors find the stores and amenities they’re looking for. A community mobile app with advanced wayfinding and navigation can guide users from wherever they are, right to the closest parking lot—then step-by-step through the development to their chosen store or restaurant. Along the way, personalized push notifications can welcome the app user by name, entice her to stop at another store by offering a special sale or prolong her visit to the retail area by suggesting other venues she might enjoy.

4) Support your retail tenants through partnership programs, promotional communications, etc.

A community mobile app opens up all kinds of partnership opportunities with your retail tenants and nearby businesses. Your app users represent a unique and valuable audience that these retailers want to access. Team up to spotlight various stores and restaurants as part of your ongoing app content. Work together to send promotional push notifications about sales, special events, store or restaurant news and more. You can even develop exclusive rewards and offers just for app users. In this way, your mobile app becomes one more incentive to attract and retain your best tenants—both individual and commercial.

Download our eBook to learn more about how you can use location marketing to better engage users by personalizing their mobile app experience.

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5) Save time and money by serving both retail and residential needs with one solution.

By addressing all of the above with a single mobile app platform, you eliminate the cost of purchasing multiple tools—not to mention the friction and inefficiency caused by switching back and forth. And because mobile devices and apps are nearly ubiquitous, you’re gaining efficiency by engaging with residents, property staff, shoppers and retail leasing tenants in familiar and convenient ways.

Want to see how our mobile solution can help your multi-use development? Download our case study of Brickell City Centre to learn about how Phunware’s solution has met the varied needs of residents, shoppers, office workers, retail partners and property management.

DOWNLOAD THE CASE STUDY

And, as always: please feel free to get in touch! Contact a specialist today at residential@127.0.0.1.

The post 5 Reasons Your Mixed-Use Development Needs a Multipurpose Mobile App appeared first on Phunware.

New Strategies for Attracting Shoppers

By embracing mobile in a whole new way, some retailers, like a national department store (which happens to be one of Phunware’s customers), use a slightly different strategy. They use push notifications to deliver shoppers. How do they do it? Most recently, they sent a push notification to 1 million mobile devices users who downloaded their app. What did the notification say? It simply told users about an offer of 20 percent off in-store purchases.

Of course, with traditional marketing, it would be very difficult to prove the ROI of a single outreach campaign and to track who engaged with that campaign. With a mobile app, however, this kind of direct attribution becomes easy.

When tapped or swiped, the notification took the user to an offer wallet containing a coupon with a unique barcode. When the user made a purchase in-store and presented the barcode for scanning to ensure the discount, the store could attribute the purchase to the notification. Additionally, because the purchase was tied to an individual app user, the retailer gained an opportunity to learn more about its individual users—and how to market to them.

The Results Speak for Themselves

Click to view the full infographic.

So what happened when the department store sent this coupon to a million users? Within three days, 14.2 percent of the recipients went to one of the store’s physical locations, resulting in $500,000 of revenue directly attributable to the campaign. Not bad for one push notification.

Who’s on Board with Push?

Most retailers avoid push notifications, even though studies indicate that 68 percent of consumers enable push notifications and 50 percent say that they intentionally download an app to get access to special or exclusive offers.²

When you develop a push notification strategy, you must prioritize the customer experience—and their preferences—above all else. Blindly pushing notifications is a proven path to marketing failure. What’s evolving, slowly but surely, is a recognition among marketers that tailored, optimized push notifications boost response levels. The days of “spray and pray” are fading—it’s critical to create push notifications that matter to your users.

If you’re a marketer working for a brick-and-mortar store, and you’re looking for additional foot traffic, Phunware has worked with many retailers to implement push successfully (and profitably). Download the full infographic to see how we helped our customer conquer revenue goals with relevant and timely targeted messages.

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The post Can Push Notifications Boost Retail Foot Traffic? appeared first on Phunware.

Over the past few months, there has been a lot of debate taking place around beacon technology. Of course, Apple ignited the discussion with the unveiling of iBeacon, which is designed to extend location services to iOS devices. In addition to beacons being rolled out in Apple stores, other retailers, including Macy’s, Kenneth Cole and American Eagle are testing the technology.

Yet many retailers still have not warmed up to beacons. Shopper sentiment and overall acceptance of the technology are two factors influencing lack of adoption, as some consumers are (rightfully) concerned about their privacy.

But the catalyst of beacons is that they can help retailers facilitate in-the-moment engagement with shoppers while they’re in a store and ready to buy. This not only piques interest, but also can help drive sales and ongoing engagement. After all, the easier you can make consumers’ lives, the more loyal they will be to your brand.

In a recent webinar during the weeklong Retail TouchPoints Connected Consumer Series digital event, Adam Silverman, Principal Analyst at Forrester Research, indicated that location is going to be critical to the next-generation brick-and-mortar store.
Overall traffic in brick-and-mortar stores is declining worldwide, with 15% of all shopping malls going out of business.

But don’t panic!

“That doesn’t mean the store is going away,” Silverman explained. “It’s just that the role of the store is changing. The store needs to become more of a place of engagement with a greater focus on conversion. This is where beacon technology can help quite a bit.”

Beacon technology can offer context, personalization, insight, efficiency and differentiation to the brick-and-mortar experience. Placing censors throughout the store, retailers can “wake up” their branded mobile apps when consumers are in close proximity to a specific aisle, display or end cap.

Silverman explained that empowered buyers “demand a new level of customer obsession.” Because shoppers have fingertip access to more information than ever before, they expect retailers to go a step further, making all interactions highly relevant and tailored to their unique preferences.

Beacon technology can help you engage customers down to the department or aisle level. So if a customer is looking at shoes, you have the opportunity to initiate engagement and send her a 10% coupon on the latest line of sandals. Talk about a powerful incentive!

Full disclosure: I am a Millennial. My mobile device is glued to my hand at practically all times, and I’m always looking for the latest app to make my life a little bit easier. Yes, that means I’m also always looking for offers and deals that align with my wants and needs. So you could say that I’m the target audience for beacon marketing.

Although you may not be a Millennial, you may be the target audience for beacon marketing, too! Think about how many times you check your smartphone throughout the day, how many push notifications you receive or how often you tap into a device while you’re at home after a long day at work.

The bottom line is that if you’re a mobile-empowered consumer, you can get tremendous value out of beacon marketing.

The Benefits Of Beacons

Mobile devices are becoming the nucleus of our everyday lives! We need them, rely on them and simply gotta have them! It’s only right that retailers strive to meet shoppers’ needs on their device of choice while they’re at home, on the go and even venturing through a store.

With that, I’d like to outline what I believe are the top benefits of beacon marketing:

• Data security isn’t an issue: The greatest misconception of beacons, in my opinion, is that once a retailer rolls out the technology, consumers will be bombarded with messages they don’t want or need, and retailers will track their every move. Wrong. To participate, consumers need to opt in by turning on their Bluetooth and enabling location-based services. If shoppers don’t “raise their hand,” retailers can’t interact with them.
• Offers and interactions can be more relevant: Beacons turn on when an opted-in smartphone is nearby, which helps retailers better understand traffic patterns and dwell times throughout the store. Additionally, retailers have the ability to initiate engagement with these consumers while they’re looking at specific products, leading to more compelling and timely marketing tactics.
• Services and experiences can be improved: During the Connected Consumer Series webinar, Silverman noted that Aloft Hotels is in the process of testing beacons to unlock room doors. He added that there is potential for the technology to facilitate the check-in process, allowing customers to page representatives or check in using their mobile devices.

It is undeniable: We are living in the age of the empowered mobile consumer. Forrester Research supports this point, noting that many consumers are using smartphones in multiple locations throughout the day, including in the car (68%) and of course, in the store (68%). What are you doing to reach these consumers?

Although only 14% of executives who attended our beacon-themed webinar are currently using the technology, 67% are considering or planning to use it this year. That’s a lot of implementations on the horizon for 2014.

The post Why Retailers Should Bet on Beacons appeared first on Phunware.