The Mobile Content Mandate
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Transcript of The Mobile Content Mandate
THE MOBILE CONTENT MANDATE
@karenmcgrane
There is no reason for any individual to have a computer in his home.
— Ken Olsen, CEO of Digital Equipment Corp.
There is no reason anyone will need to do that on mobile.
—Your university, probably
1988
DEC is the world’s second largest computer company
1988 1990
Posts its first quarterly loss and begins laying off employees
1988 1990 1991
Posts its first full-year loss
1988 19981990 1991
Acquired by Compaq
“In industry after industry, the new technologies that brought the big, established companies to their knees weren’t better or more advanced — they were actually worse. The new products were low-end, dumb, shoddy, and in almost every way inferior.
—The New Yorker
DISRUPTIVE INNOVATION
RADIOS
PRINTERS
PHOTOGRAPHY
PERSONAL COMPUTERS
The Digital DivideTHE DIGITAL DIVIDE
OF AMERICANS HAVE NO INTERNET ACCESS AT ALL.
HAVE NO INTERNET ACCESS AT HOME.
20% 35%
OF BLACK AMERICANS HAVE NO INTERNET ACCESS.
HAVE NO BROADBAND ACCESS AT HOME.
29% 51%
32% 49%
OF HISPANIC AMERICANS HAVE NO INTERNET ACCESS.
HAVE NO BROADBAND ACCESS AT HOME.
OF LOW-INCOME AMERICANS HAVE NO INTERNET ACCESS.
HAVE NO BROADBAND ACCESS AT HOME.
38%
59%
OF AMERICANS WITH A DISABILITY HAVE NO INTERNET ACCESS.
HAVE NO BROADBAND ACCESS AT HOME.
46%
59%
OF AMERICANS WITHOUT A HIGH SCHOOL DIPLOMA HAVE NO INTERNET ACCESS.
HAVE NO BROADBAND ACCESS AT HOME.
57%
88%
2009 2013 2009 2013
85% 91%
31%
63%
MOBILE OWNERSHIP MOBILE INTERNET USE
THE MOBILE ONLY USER
34% 63% OF AMERICANS WHO USE THEIR
MOBILE PHONES TO GO ONLINE
ONLY OR MOSTLY USE THE INTERNET ON MOBILE
45% USE THE INTERNET ON MOBILE
HALF THE TIME OR MORE
45% OF LOW-INCOME AMERICANS
ONLY OR MOSTLY USE THE INTERNET ON MOBILE
45% OF HIGH-SCHOOL EDUCATED
ONLY OR MOSTLY USE THE INTERNET ON MOBILE
43%* OF BLACK AMERICANS
ONLY OR MOSTLY USE THE INTERNET ON MOBILE
60% OF HISPANIC AMERICANS
ONLY OR MOSTLY USE THE INTERNET ON MOBILE
ONLY OR MOSTLY USE THE INTERNET ON MOBILE
50%OF TEENS 12–17
50% OF YOUNG ADULTS 18–29
ONLY OR MOSTLY USE THE INTERNET ON MOBILE
Mobile was the final frontier in the access revolution. It has erased the
digital divide. A mobile device is the internet for many people.
— Susannah Fox, Pew Research
OF THE FORTUNE 100DON’T HAVE A MOBILE WEBSITE.
44%
Source: Pure Oxygen Mobile
OF CONSUMER BRANDS DON’T HAVE A MOBILE STRATEGY.
84%
Source: Digiday, Brands Struggle In Mobile
OF B2B BRANDS DON’T HAVE A MOBILE STRATEGY.80%
Source: Business Publishing Sector Cautious About Mobile
united club membership
united club membership
NOW WHAT?
CONTENT
FOR MOBILESTRATEGY
KNOW YOUR WORKFLOW
MobileWeb
NO FORKING WAY.
IT’S NOT A STRATEGY IF YOU CAN’T MAINTAIN IT.
Content ModelingWRITE BETTER
THERE’S NO SUCH THING AS “HOW TO WRITE FOR MOBILE.”
THERE’S JUST GOOD WRITING.
We felt it was a life-saving imperative to have all of our content on mobile.
— David Balcom, American Cancer Society
It’s not that it was designed and written for mobile, it’s just good content.
— David Balcom, American Cancer Society
GOOD CONTENT TRANSCENDS PLATFORM.
CHUNK YOUR BLOBS
Which content should we include (or exclude)?Should long pages be broken into shorter ones?Will it work to reuse headings as links?Will it work to truncate body copy for teasers?What fallbacks can we provide if our desktop content just won’t work?
RESPONSIVE DESIGN WON’T FIX YOUR CONTENT PROBLEM.
A PACKAGE OF IMAGE CROPS
LENGTH60 characters, 100 characters, 200 characters
TONE + STYLESEO-optimized, Colloqiual
SUPERHEADS + SUBHEADSCombo packages
DON’T CREATE CONTENT FOR A SPECIFIC CONTEXT.
YOU DON'T GET TO DECIDE WHICH DEVICE PEOPLE USE TO GO ON THE INTERNET.
THEY DO.
DISRUPTIVE TECHNOLOGIES EVENTUALLY GET GOOD.
OR THEY REDEFINE WHAT GOOD MEANS.
DO MOBILE RIGHT.RIGHT FROM THE START.
THANKS!
@[email protected]+1 (917) 887-8149