2017 Award Winners: Mobile-first, Publisher Offering, B2C and B2B App Awards

David Murphy

Every day for the next two weeks we’re showcasing the winners of this year’s Effective Mobile Marketing Awards. Four more for you today…

Most Effective Mobile-first Service
The winner of the Most Effective Mobile-first Service Award was Yapi Kredi Bankasi and KocZER for the Yapi Kredi Mobile App.

The judges were impressed with the range of features baked into the app, including Eyeprint ID verification; contactless money withdrawal from ATMs via an enhanced QR code; branch appointment bookings; the ability to send money via Siri or iMessage; and a ‘Don’t Panic’ button that enables users to temporarily lock their debit and credit cards with a single click in the app.

The app also features the Yap? Kredi Banking Keyboard, which enables customers to switch from the standard keyboard in any instant messaging apps, including Whatsapp, Facebook Messenger, Skype, Snapchat, Instagram and SMS, to make a payment without halting their chat.

After the release of the updated app, the number of installs increased by 64 per cent in the first month, and the total number of logins increased by 40 per cent. The Eyeprint ID login feature has also proved immensely popular with users, seeing rapid take-up.

The judges said: “This app gathered together a range of technical innovations to deliver a modern banking app for its customers in Turkey. The Don’t Panic feature is particularly impressive and useful, enabling customers to instantly lock their cards from the app if they lose them."

Most Effective Publisher Offering
The Washington Post took this award for its Zeus platform. Having worked with Google to leverage its Progressive Web App technology to develop a beta version of its mobile site which would load lightning fast, The Post wanted to be sure that the ads could keep up. In addition to speed, The Post was also focused on producing a scalable product that would address key digital advertising issues such as viewability, fraud and ad blocking.

Zeus is a custom HTML, JS wrapper and server-to-server fluid technology. It works on both secure and non-secure networks, cross-platform and device. When Zeus is integrated within a site server are, it deploys protection against ‘heavy’ ads; prioritized ad loading; intelligent PWA web caching; and smart scrolling protection, which prevents ads from loading if the user is scrolling too fast.

Since launching, The Post has seen a 32 increase in clickthrough rates; a 100 per cent increase in viewability compared to industry standards, and an 80 per cent reduction in latency, with properties loading in less than two seconds.

The judges said: “This is an impressive attempt to bring the Post’s ad offering up to speed with the editorial content, and the results prove that the investment has been worth it.”

Quartz picked up a Highly Commended in this category for its quirky and entertaining chat-based Quartz News App, a very different take on what a news app could look like.

Most Effective B2C App
The B2C App Award went to Domino’s Pizza and Future Platforms for Domino’s UK and ROI (Republic of Ireland) Apps. The two companies have been working together for 12 years now and this is not the first time they have collected one of our awards for their efforts. Future Platforms has taken Domino’s on to practically every digital platform, establishing market-leading presences on iPhone, iPad, Android, Windows, Apple Watch, Xbox One, and responsive web.

Each app it produces is built natively and from scratch by the company’s in-house UX, Dev, and QA teams, to ensure that each app leverages the capabilities of each platform to maximum effect. These native interfaces are together with a shared set of code, made possible by Future Platform’s award-winning development framework, Kirin.

Improvements and revisions introduced within the past 12 months include the successful introduction of A/B testing; saved baskets; new navigation; a simplified checkout journey; a refined design for iOS and Android; and reconfigured menu designs.

A decade ago, eCommerce constituted less than 15 per cent of total Domino’s sales. Today it accounts for almost 75 per cent, or £723m in real money. 73 per cent of digital purchases are made via mobile, up from 50 per cent from 2015, and in total, mobile now accounts for one in two orders placed with Domino’s in the UK. The Domino’s apps have been downloaded over 16m times in the UK, and mobile orders generated an average of £10.1m per week during 2016. These are hugely impressive figures in an increasingly competitive market for home-delivered takeaway food that features several innovative disruptors such as Deliveroo, UberEats, and JustEat.

And they have shown no sign of abating in the first half of 2017, with online orders already up by 18 per cent and average order value up by 2.6 per cent. Mobile is also increasing its popularity from 2016, with orders up 2.7 per cent and value up by 3 per cent.

The judges said: “This entry shows how an app can transform a business into a mobile-first business. It has fully embraced all aspects of mobile, with great attention to detail, a frictionless order experience, and amazing ROI.”

John Lewis picked up a Highly Commended Award in this category for the John Lewis Smartphone Apps. The judges were impressed by the way the apps successfully bridge the digital and physical worlds, integrating Apple Wallet, receipts, and loyalty elements, in addition to driving sales.

Most Effective B2B App
and Future Platforms took the honours again in the B2C category for the Domino’s Pizza UK & ROI Drivers’ App. Work on this app started in 2015. facing side of the business, in 2015 we began work on an entirely new internal project with the brand, the Domino’s Drivers’ app. It’s a multi-part, GPS-based solution, designed to improve efficiency, productivity, customer satisfaction, and ultimately profit margins across all parts of the business.

It consists of a store management dashboard for franchisees and a custom navigation app for all 27,000 delivery drivers, enabling Domino’s to manage the status, availability and location of every driver across its nationwide network.

Tracking drivers’ locations, how fast they’re going, and whether they’re capable of taking a new delivery all have a profound impact on how efficiently a Domino’s store can run. Poor operational process can negatively affect the number and quality of pizzas delivered, customer satisfaction, fuel costs, and sales targets. The Drivers’ App mitigates against all of these issues, and has enabled Domino’s to significantly improve its margins by reducing time-to-delivery, better managing staff productivity and efficiency, saving on insurance costs, and better satisfying customers with more accurate delivery information.

A considerable amount of on-the-job research has gone into the development and iteration of the app, with Future Platforms shadowing Domino’s staff in-store to get a better understanding of the issues and challenges they face and feed this into the design and functionality of the app.

The app has been rolling out during 2017 and will be in 200 Domino’s stores by the end of the year. Business-wide improvements using this system are vast, with each factor either saving Domino’s money versus previous operational methods, or generating greater amounts of revenue through increased productivity, efficiency, and customer satisfaction.

By tracking drivers, stores using the system are now able to better organise future deliveries. Orders are fired and timed to be ready right in time for returning drivers, meaning they can pick up the next one without having to break stride, resulting in the delivery of more orders per hour. An even greater amount of orders are now being delivered per hour with drivers receiving real-time navigation, tailored to account for current traffic and route conditions.

Franchisees and store managers are also able to mitigate against the loss of revenue that can happen as a result of drivers taking their own unauthorised breaks or being unproductive, while rewarding better-performing employees. On the whole, Domino’s stores with a centralised digital system are running more smoothly, a result of being able to have a clearer picture of orders, staff availability, delivery status, and much more.

The judges said: “This is a comprehensive, complete, end-to-end solution that really understands the utility and opportunities of mobile. It’s an all-encompassing use of mobile that benefits both the business and its customers.”