With mobile device ownership ever on the rise, an increasing number of companies are now turning to the mobile sector to extend their brands or services through applications. Research2Guidance, a mobile apps research and consultancy company, has specialised in this growing and constantly-evolving market since 2009, and provides companies with guidance for their individual mobile strategy, based on extensive statistical research on the latest trends in the market.
Grace Gair, research coordinator; and Markus Pohl, co-founder, explain further.
What motivated the founding of Research2Guidance?
Markus: Research2Guidance was founded in 2009 when we decided to write a report about a topic that hadn’t previously been reported on: the market for mobile applications. From this report, we decided to found a company specialising in this kind of research, as we noticed how quickly mobile applications were catching on with consumers.
Mobile technology is being embraced by an increasing number of different companies in different sectors. However, is there a particular sector that is especially benefitting from the use of mobile technology?
Grace:. Mobile applications as we know them now first emerged in the consumer space. However, especially in the last 12-18 months, as more consumers bring their mobile devices into the workplace, we are seeing mobile technology being used across sectors and industries. Nowadays, we see all kinds of industries – healthcare, construction, even manufacturing – adopting mobile technology and using these kinds of devices for their employees and customers as extensions of their brands and services.
What are some of the most common challenges a firm would face when looking to enter the mobile market?
Grace: We focus primarily on observing and examining trends in the mobile market, and on reporting on that. Probably one of the biggest challenge we’ve noticed during research for our Mobile Enterprise Report is the inherent problem of fragmentation – all the different types of devices and operating systems raise the issue of compatibility of apps and platforms on these devices. A second challenge partially stemming from that fragmentation is security – for example, malware in apps, or data security in connecting to backend components – which have especially severe consequences for the enterprise market.
Based on what you’ve observed, what general advice would you give to a firm looking to expand into the mobile market?
We are primarily focusing on researching and understanding the trends in the mobile apps market from a classic market research approach. In addition to understanding trends in the general market we are also looking at niche areas such as the m-health (mobile health) market – essentially the market for healthcare-related apps, the enterprise market, or the e-commerce market, for example. We also offer consultative services where we work with clients interested in learning about the mobile market in order to better leverage it.
You’ve been based at betahaus for quite a while now. What do you think of this kind of working environment, and what do you especially like about it?
Markus: One of the co-founders of Research2Guidance had been working at betahaus for some time before I and some other team members eventually joined him here. What I like about betahaus is the flexibility of the space, and the strong community spirit among coworkers here. Of course, it also helps that the location is very central.
In addition to the betahaus locations, we've formed a close relationship with some of the world's best coworking spaces. With your betahaus membership, you can work from any of our partner spaces for 1 day per month.
Republikken // Copenhagen, Denmark // Vesterbrogade 26, 1620 København V, Denmark
Le Laptop // Paris, France // 6 Rue Arthur Rozier, 75019 Paris, France
utopic_US // Madrid, Spain // Calle de la Colegiata, 9, 28012 Madrid, Spain
Nest 71 // Saravejo, Bosnia & Herzegovina // Milana Preloga 12, Sarajevo 71000, Bosnia & Herzegovina
Toolbox // Milan, Italy // Via Agostino da Montefeltro, 2, 10134 Torino, Italy
Edspace // London, England // Block D, Hackney Community College, Falkirk St, London, UK
Bios // Athens, Greece // Pireos 84, Athina 104 35, Greece
CoWorx // Kristiansand, Norway // Markens Gate 8, 4611 Kristiansand, Norway
CRU – Loja / Cowork // Porto, Portugal // Rua do Rosário 211, 4050-524 Porto, Portugal
SPARK // Mostar, Bosnia & Herzegovina // Bleiburških žrtava, Mostar 88000, Bosnia & Herzegovina
StartUp Armenia Foundation // Yerevan, Armenia // 0019, 1 Marshal Baghramyan Ave, Yerevan 0019, Armenia
Tøyen Startup Village // Oslo, Norway // Hagegata 23, 0653 Oslo, Norway
Smart Coworking // Prague, Czech Republic // Václavské nám. 806/62, 110 00 Nové Město, Czechia
Lighthouse // Tel Aviv, Israel // HaHaroshet 14-16 Ra'anana, Tel Aviv, Isreal
Fueled // New York City, USA // 11, 568 Broadway, FL 11, New York, NY 10012, United States **Maximum 3 Days
Capital Factory // Austin, USA // 701 Brazos St, Austin, TX 78701, United States
Público // Mexico City, Mexico // Puebla 403, Roma Nte., 06700 Ciudad de México, CDMX, Mexico
Area Tres // Buenos Aires, Argentina // El Salvador: El Salvador 5218, C1414BPV CABA, Buenos Aires, Argentina // Soho: Malabia 1720, C1414DMJ CABA, Buenos Aires, Argentina
HubBOG // Bogota, Colombia // Cl. 98 #18-71, Bogotá, Cundinamarca, Colombia
CIT // Taipei, Taiwan // 10452, Taiwan, Taipei City, Zhongshan District, 玉門街1號
Of10 // Mumbai, India // Prudential, Ground Floor, Hiranandani Gardens, Powai, Mumbai, Maharashtra 400076, India
Kibar // Jakarta, Indonesia // Jl. Prof. Moh. Yamin No.1, RT.7/RW.5, Menteng, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10310, Indonesia
Midori.so // Tokyo, Japan // Midori.so Nakameguro: 3 Chome-3-11 Aobadai, Meguro-ku, Tōkyō-to 153-0042, Japan // Midori.so Nagatacho: 2 Chome-5 Hirakawachō, Chiyoda-ku, Tōkyō-to 102-0093 // Midori.so2: 3 Chome-13 Minamiaoyama, Minato-ku, Tōkyō-to 107-0062, Japan
Launchgarage Innovation Hub // Manila, Philippines // Level 2, Industria Mall, Circulo Verde, Calle Industria, Bagumbayan, Quezon City, 1110 Metro Manila, Philippines
Independent Studios // Melbourne, Australia // 39/40 Porter St, Prahran VIC 3181, Australia
Urban Station EGYPT // Cairo, Egypt // 2 Wadi El Nil Mohandeseen, Cairo, Egypt
Nairobi Garage // Nairobi, Kenya // Nairobi Garage, The Mirage, Chiromo Rd, Nairobi, Kenya
BONUS: Cowork & Relax at the Coliving Space, Coconat // Brandenburg, Germany // Klein Glien 25 14806 Bad Belzig, Germany // Get €10 off your stay
Toni: Currently, we’ve somehow ended up in this niche of building a lot of internal tools for startups and teams. But this is not the only thing we want to do. What I like about it is that we’re starting projects from scratch and we have full control over them.
Martin: The first project we worked on was a tool for a large scale real estate development company. What they needed was a tool for their Sales people - to be able to mark their different spots and locations at different stages of the sales funnel. So we created a tool that helps them in this process.
Toni: And this one actually served as a starting point for the tool we’ve developed for betahaus, which aims to allow the Sales and Management team to see which team rooms are occupied right now, which ones are free or will be occupied in a few weeks or months, so no double bookings appear.
Alex: These two projects were more focused on real estate, let’s say, but we’ve also done more design-heavy projects like the one we did for Artique which is an online artists agency. For them, we built a whole website and an online system to present their artists starting only from their logo. It had to be very flexible, because the artists needed to be able to edit their own profiles, putting their resume, changing colours.
Toni: Honestly, we have skillsets that you don’t usually find in developers. Because we've had lives that were not just about computer science. I think to some extent this is what makes us different.
Martin: I believe one of the reasons why people pick us over other studios is because it can be very hard working with developers. If you’re not understanding their work, if the communication is not flowing, you, as a client can feel lost. We're easy to communicate with and we’re always open to feedback and we're open to discuss anything. In the end, after all iterations, if you say we need to start the website from scratch and that you don’t like the idea, we won’t take it personally.
Alex: Also, I think, since we all work as coding teachers, we are officially qualified to explain what coding is to people who don't code, which is actually really rare because a lot of developers, as Martin says, don't want to, or literally just don't know how to articulate what they're doing. Whereas we are trained in articulating what it is that we're doing, why it's meaningful and why it takes a certain amount of time.
Alex: Zimt & Mehl - the Turkish bakery around the corner. It’s just soo good.
Martin: Oh, there is this Italian restaurant called Ristorante del Arte
Tony: Oh, my God, this place is so funny. It looks like a pretty average Italian restaurant, but the whole interior design inside is just decorated in such a weird way. The entire place is covered in frescoes. They have crystal chandeliers and Easter bunnies. Some Greek columns. It has a different name on the menu, on the side and on the Internet. And it was an ex-shoe-store.
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