Get me a mobile strategy or you're fired web 2
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Get Me a Mobile Strategyor You’re Fired!
Jason GrigsbySlides: slideshare.com/grigs@grigs • [email protected] • mobileportand.com
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We’ve been here before...
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and it wasn’t pretty.
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Mobile is Disruptive Technology
http://www.flickr.com/photos/talkephotography/4523849236/ Creative Commons BY-NC-SA 2.0
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Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
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http://www.opera.com/media/smw/
Opera Mini Traffic IncreasesUsage up 200% year-over-year
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Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
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Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
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Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
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The Gold Rush is On!
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http://www.flickr.com/photos/76074333@N00/317952268/ | http://futuristmovie.com Creative Commons BY-NC-SA 2.0
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DON’Ts
Don’t Assume Customers Have Downloaded Your App#1
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DON’Ts
#2 Don’t Rely on Flash
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Plants vs. Zombies
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DON’Ts
#3 Don’t Make Finding Store Locations & Hours Difficult
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Do as We Say, Not as We do.
http://www.mac-wallpapers.com/Apple-Wallpapers/white-apple-logo-wallpaper/
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DON’Ts
#4 Simple to Use Does Not Mean Dumb
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How Do I Add an RSS Feed to My RSS Reader?
Don’t Skip Core Functionality
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1024 x 768: Still No Way to Add RSS
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Why Can’t You Subscribe to Podcasts in iTunes?
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Digital Hub Strategy Sucks
Mobile is Primary Experience
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Source: http://www.getelastic.com/mobile-app-dos-donts/
Shake the App to Find a Random Gift?
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DON’Ts
#5 Don’t forget that the ‘U’ in URL stands for Universal*
* it actually stands for ‘uniform.’ ah well, close enough. ;-)
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URLs Should Go to Content, Not Mobile Home
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Why go to the Desktop Web?
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Great Mobile Site. Good Luck Finding it.
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URLs Don’t Open Apps
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Why can’t I learn about iPad apps on my iPhone?
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Should the iPad Get Your Mobile Site?
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Device Detection Must Be Core Part of Your Mobile Strategy
http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes
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DOs
#1 Know Your Customers andWhat Devices They Use
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Two new devices aimed at defending
the firm's crumbling market share
against threats like the Apple iPhone.
“”
http://www.mobile-weblog.com/50226711/rim_releases_two_new_smartphones.php
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http://www.flickr.com/photos/earlysound/2710970750/ Creative Commons
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0
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Blackberry Market Share Since iPhone Release
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Nov-09 Feb-10 Point Change
RIM 40.8% 42.1% 1.3
Apple 25.5% 25.4% -0.1
Microsoft 19.1% 15.1% -4.0
Google 3.8% 9.0% 5.2
Palm 7.2% 5.4% -1.8
U.S. Smartphone Platforms
http://www.comscore.com/Press_Events/Press_Releases/2010/4/comScore_Reports_February_2010_U.S._Mobile_Subscriber_Market_Share
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iPhone Only Part of World Wide Market
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2009 Smartphone Sales — Thousands of Unitshttp://www.gartner.com/it/page.jsp?id=1306513
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Android Shipping 60,000 Phones a Day
Androlib: http://bit.ly/chBp1c | RCR Wireless: http://bit.ly/cZaxBk | Mobile Marketing Watch: http://bit.ly/cPCOnA
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Acer beTouch E110 – MarchAcer beTouch E400 – AprilAcer Liquid – A1Alcatel OT-980 – MayBluebird Pidion BIP-6000Chinavision The Robot Superphone – CVNC-M80Cool F910 – Apanda A60Compulab ExedaDell AeroDell Mini 5 – StreakDell Ophone mini3i – BenzineFoxda C8901Garmin Nuvifone A50Geek Phone OneGeneral Mobile BravaGeneral Mobile Cosmos – MarchGeneral Mobile Cosmos 2 – JuneGeneral Mobile DSTL1General Mobile Touch Stone – Late 2010Gigabyte GSmart Codfish G1305Gigabyte GSmart – S1200 AndroidHaier H7HighScreen PP5420HighScreen ZeusHisense HS-E90HKC PearlHTC BahamasHTC Click – Fiesta – TattooHTC Desire – Bravo – Incredible – March 26thHTC Desire 6200 – Verizon Droid ErisHTC DragonHTC Dream – T-Mobile G1HTC Evo – Supersonic – A9292HTC Hero – G2 TouchHTC HaloHTC HuangshanHTC Legend – March 30thHTC LancasterHTC LibertyHTC Memphis
HTC ParadiseHTC Magic – Sapphire – T-Mobile myTouch 3G – Google Ion – Dopod A6188HTC myTouch Slide – MyTouch 2 – Espresso – May 17thHTC Passion – Dragon – Zoom 2 – Nexus One – GooglePhoneHTC PredatorHTC Scorpion – Late 2010Huawei RBM2 – Der Allrounder – Red Bull MobileHuawei U8220 – U82226 – U8230 – T-Mobile PulseHuawei U8100 – U8110 – T-Mobile Pulse MiniHuawei U8300Huawei U8800Inbrics M1Innocomm SkateKogan AgoraKoolu Freerunner – Openmoko GTA02Kyocera Zio M6000 – JulyLenovo O1 OphoneLenovo LeNameLG Andro-1 – KH5200LG GT540 Swift – AprilLG GW620 InTouch Max – Eve – EtnaLG GW880 AmundsenLG LU2300 – JuneLG Prada 3 – LS680Lumigon T1 – MayLumigon S1 – JuneLumigon E1Motorola Backflip – MotusMotorola Devour A555 – Calgary – February 25thMotorola Droid – Sholes – Tao – MilestoneMotorola HeronMotorola i1Motorola LaJollaMotorola MB511 – RuthMotorola MB200Motorola MB300Motorola Mirage – Shadow – Nexus Two
Motorola Morrison – Cliq – DEXTMotorola Motoroi – Sholes Tablet – XT720Motorola MT710Motorola Opus One – Boost Mobile i1Motorola Sholes – XT701Motorola Quench – Cliq XT – Zeppelin – XT800Philips V808Philips V900Qigi i6Samsung Beam i8520 – HaloSamsung Behold 2 T939Samsung BigfootSamsung Galaxy i7500Samsung Galaxy Lite i5700 – Galaxy Mini – Spica – Galaxy PortalSamsung Galaxy SSamsung HoudiniSamsung i899Samsung M100S – SHW-M100SSamsung Moment – InstinctQ m900Samsung Saturn i6500Saygus VPhone V1Sciphone N12Sciphone N16Sciphone N17Sciphone N19Sciphone N21Sony Ericsson SunnySony Ericsson SusanSony Ericsson XPERIA X10 – Infinity – MarchSony Ericsson XPERIA X10 Mini – Robyn – JuneSony Ericsson XPERIA X10 Mini ProJuneSunno S880Tiger G3Vibo A688ZiiLABS Zii TrinityZTE BladeZTE SmoothZTE Racer
115 Android Phones Announced or Shipping
http://www.googleandblog.com/faq-about-google-android/
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Know Your Demographics
Blackberry has
40%global enterprisemobile market.
Emerging markets
80%of worldwideMMS traffic.
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Source: http://bit.ly/dlpGt8
Know Your Geography
Blackberry has
37%Latin America
smartphone market.
Sharp sells
80%of its phones in
Japan, leads market.
Most popular phone for youth in Brazil is Blackberry.Blackberry Messenger is Addictive. Network Effects.
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Ask Them
Use Mobile Analytics
What are your customers using?
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DOs
#2 Look beyond native apps to mobile web, SMS & MMS
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Some concerns about Snackable methods.
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BMW Turned $70k MMS into $45M Revenue
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Find a single report that doesn’t showexponential growth for mobile web.
CHALLENGE:
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Flirtomatic $15M in Revenue
• $12 per month from 175,000 paying customers
• 30% use the service seven times a day
• Sold 28,000 virtual gifts in the five days between Boxing Day and New Year’s Eve
Source: http://bit.ly/cck1xE | http://bit.ly/dpHbak
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DOs
#3 Apps for Your Most Loyal Customers, Add Value
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iPhone App Generated $400M in 2009
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Second App for Most Avid Deal Hunters
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Reward People for Downloading Your AppTake Advantage of Mobile Capabilities
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DOs
#4 Consistent Experience Across Devices and Offline
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Holistic Customer Experience
http://www.getelastic.com/mobile-app-dos-donts/
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Drive Offline Sales with Mobile Apps
http://www.getelastic.com/offline-sales-mobile-apps/
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DOs
#5 Understand Mobile Context
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Create a product,
don’t re-imagine one
for small screens.
Great mobile
products are created,
never ported.
–Brian Fling
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Mobile’s Eight Unique Abilitiespersonal
permanently carried
always on
built-in payment channel
creative impulse
social context
location aware
accurate audience measurement
augmented reality
http://bit.ly/b3oUtH | http://bit.ly/92TYAR
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Google’s Three Mobile Behavior Groups
Repetitive now
Bored now
Urgent now
http://www.informationweek.com/blog/main/archives/2007/04/google_lays_out.html
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CORE PRINCIPLE
Mobile First
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3
Mobile First at Google
Google programmers are doing work
on mobile applications first, because
they are better apps and that's what
top programmers want to develop.
–Eric Schmidt, Google CEO
Source: http://aneventapart.com/2010/seattle/slides/04_wroblewski.pdf
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Growth
Constraints
Capabilities
Opportunity
Focus
Innovation
=
=
=
Luke’s Take on Mobile First
http://www.lukew.com/ff/entry.asp?933
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What is your mobile strategy?
There shouldn’t be a mobile strategy.
It should simply be THE strategy.
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Mobile is disruptive technology.It will touch all aspects of your business.
Plan accordingly.
Mobile First
Slides: slideshare.com/grigs | @grigs | [email protected] | cloudfour.com