Managing Mobile App Projects Training Course
Successfully manage and deliver mobile app projects
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Course length: 1 day (9.30am - 5.00pm) includes breakfast, lunch and refreshments
* All prices exclude VAT
With around 1 million apps live on the Google Play and Apple App stores, the process of managing and launching a market-leading application should be a tried, tested and straightforward route to success.
The hard truth is that most apps fail to engage with their audience and meet their original commercial objectives. 80% of branded apps achieve less than 1000 downloads in their lifetime, and 50% are opened no more than three times before being deleted.
And mobile customers are an unforgiving and brutally honest bunch. In a recent Apple survey, 99% of respondents said they would give an app a negative review if it failed to perform as advertised or expected. This means that the hard work of your project team and the excitement of a new launch can often plummet to an instant head-scratching low within hours or days of launch, leading to a costly recovery exercise.
This course provides the essential introduction to the mobile ecosystem enabling you to scope, manage and launch class-leading mobile products. It also identifies essential features, services, tools, risks and wider requirements that may be overlooked.
Reviewing And Challenging The Objectives
- What makes a good app?
- Challenging the starting point for the concept to identify critical contributors: customer-led, brand-led, technical-led or just a great idea?
- The importance of benchmarking, research, customer behaviour and user experience
- Timescales, budget and expectations – what you should plan for?
Optimising The Product Requirements Specification
- Scoping and defining the app requirements
- Identifying additional key stakeholders and contributors
- Localisation, design and distribution considerations
- Which app store is right for your market?
- Defining the revenue model and business case
- Developing your marketing model: get, keep and grow - and how it affects the project
- App position and considerations with retail and online channel stakeholders
- Longer term objectives – identifying future requirements to reduce cost and complexity
The App Ecosystem – Essential Project And App Elements That Need Defining And Resourcing
- Marketing tools within the app
- Messaging strategy and tools
- Customer feedback within the app
- Skinning and customisation
- Design, artwork, copy, AV, translation, asset log and modules
- Reporting, tracking and analysis
- Training and roll-out
- Social media and viral strategy
Working With App Developers
- Internal vs. external teams: pros and cons
- Managing to scope creep and costs
- Collaboration, testing, support and advice
- Design – native vs. web vs hybrid: what are they and which is best for the project?
Planning The Launch Process
- Reducing the risk - testing options
- Tone of voice and digital launch assets
- The importance of PR
- Media packs and blogging
- Submission and launch process
- Customer feedback and reviews
- The upgrade strategy – planning for in-life
Following this training course, you will understand how to:
- Define your mobile app strategy within the current apps ecosystem
- Successfully scope and communicate your app project requirements to teams
- Create an app project plan from inception to delivery
- Identify and deliver a customer-centric user experience to meet your business goals
- Plan and launch your app marketing campaign at go live
- Measure your app performance and make continuous improvements post launch
All attendees receive an attendance certificate, digital copies of course material and four weeks post course support online.
This training course is aimed at anyone planning, scoping, managing or delivering a mobile app project. Typical attendees to this course include: project managers, marketing managers, product managers, digital producers and developers - client or agency-side.
This course will be led by Phil Iley a strategic mobile specialist.
Phil started his mobile career in 1993 for Cable & Wireless Mobile where he launched the UK’s first mobile loyalty scheme. He went on to work for Netcom Consultants before becoming Head of Product Marketing for Orange.
Read more about Phil Iley »
The course met every objective and was a thoroughly enjoyable day. The content was excellent and extremely well presented. The presenter encouraged a lot of discussion which proved to be invaluable.
Steve O'Farrell, Business Applications Manager
Having attended the Mobile Apps Strategy course I have a much greater understanding of how to develop our apps. The presenter, course notes and discussions were informative, fun and allowed all questions to be answered and addressed.
Kirsty Eastman, Marketing Executive
Very good exploration of the issues surrounding the marketing of mobile apps with lots of case studies. Coming from a technical background I found this course especially useful.
Peter Marlow, Director