Get Me a Mobile Strategy or You're FIRED! — MIMA Summit 2011

Transcript

1. Get Me a Mobile Strategy or You’re FIRED! Jason Grigsby

   Slides: bit.ly/grigs-mima2011 Tweets during talk: @grigs_talks @grigs • [email protected] cloudfour.com/blog • mobileportand.com

2. Follow along @grigs_talks bit.ly/grigs-mima2011 http://www.flickr.com/photos/stevegarfield/4247757731/

3. None

4. Get a lot of email from this guy... http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/

5. Mobile is Disruptive Technology http://www.flickr.com/photos/talkephotography/4523849236/ Creative Commons BY-NC-SA 2.0

6. !" #" $" %" &" '" (! ($ (& ()

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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

7. http://www.opera.com/smw/ !"#"""#""" $"#"""#""" %"#"""#""" &"#"""#""" '""#"""#""" !""# !""$ !""% !""&

   !"'" ()*+,-.+/0-12034#!"#$%&'()*)+ 5+*+-*6+74806#!"#$%&'()*)+ ()*+#,-.+/#01#/)2#9!-:2,,2)7-.+/0-120343# 4/)+#5*#61225+7#+5,1*#8!3 ()*+#,-.+/#9:1;)#<5.5#*6+7480660;-%"<- =2,,2)7-=0/+:>*04-)8-;+*+?#4/)+#5*#)::;-=3# '"#+5,1*#+/1#),->.+#-?#2)+)#?->.2#5.#+/1#[email protected]# A-@@1A+5-.#-?#+/1#B3C3#(5D;);E#-?#F-.G;1**3 H).>);E#!"''I#&"?@#%?#$% ,'-.'/)00)1*'23)*4'"#$%&'(15)0$ A72BC0-D.06+-E272-C4064 J;):/5AI#4-,#KE1;,-1.#LL#9:1;)#C-?+0);1 "#$%&'()*)')3'&6&)0&50$'71%'/1%$'89&*':;;;'<)77$%$*8'/15)0$'#91*$'/1<$03

8. 5.2 Billion Mobile phone for nearly everyone on the planet.

   Flickr photo by Pingnews: http://www.flickr.com/photos/pingnews/370061022/

9. !"#$%&'&()*+)#'",*- ."/'0$*+1"/02&%*3*4",015#02&% 6"7*+&89/%2",*:;0"%*.2%*<2(*2%*6"7*+)#'",*.$2'"*=%#58>"%0,*:;0"% ?/'0"1 !"#$%&"'( !"#$%&'() *+,-. )(&*+$", !"#$%&'() *+/-.

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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

10. http://www.flickr.com/photos/76074333@N00/317952268/ | http://futuristmovie.com Creative Commons BY-NC-SA 2.0

11. None
12. None
13. None
14. None
15. None
16. None

17. ME NEED IPHONE APP. http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/

18. We’ve been here before...

19. and it wasn’t pretty.

20. None

21. DON’Ts Don’t Assume Customers Have Downloaded Your App #1

22. None
23. None
24. None
25. None
26. None
27. None

28. DON’Ts #2 Don’t Make Finding Store Locations & Hours Difficult

29. None
30. None
31. None
32. None
33. None
34. None
35. None
36. None
37. None
38. None
39. None

40. Do as We Say, Not as We do. http://www.mac-wallpapers.com/Apple-Wallpapers/white-apple-logo-wallpaper/

41. DON’Ts #3 Don’t forget that the ‘U’ in URL stands

    for Universal* * it actually stands for ‘uniform.’ ah well, close enough. ;-)

42. URLs Should Go to Content, Not Mobile Home

43. Should the iPad Get Your Mobile Site?

44. But if there’s one thing I’ve learned in observing people

    on their mobile devices, it’s that they’ll do anything on mobile if they have the need. Write long emails? Check. Manage complex sets of information? Check. And the list goes on. If people want to do it, they’ll do it on mobile - especially when it’s their only or most convenient option. —Luke Wroblewski lukew.com/ff/entry.asp?1333 http://www.flickr.com/photos/emmacox/6095336904/

45. DON’Ts #4 Don’t be believe the media (or mobile experts

    for that matter)* * Yes, that includes me!

46. Which is better? Who’s going to win? http://www.flickr.com/photos/jsymmetry/166749290/

47. http://www.flickr.com/photos/earlysound/2710970750/ Creative Commons

48. None
49. None
50. None
51. None

52. Question Group Think

53. http://www.flickr.com/photos/fxp/2374147405/sizes/l/ Do Apps Create Platform Lock-in? If you've bought $200

    worth of applications for your smartphone, you're much less likely to switch to a different model in the future. In short, high spending on smartphone apps ensures long- term platform loyalty.

54. App Cost Twitter for iPhone Free Reeder $2.99 Instapaper $4.99

    Facebook Free 1Password $9.99 Total $17.97 Do Apps REALLY Create Platform Lock-in? Switching Costs are Lower

55. Are App Stores Essential to a Platform’s Success?

56. None

57. 1. Android Has Horrible App Store 2. Needs to improve

    App Store to Compete 3. Oh Wait... Nevermind http://www.comscore.com/Press_Events/Press_Releases/2011/10/ comScore_Reports_August_2011_U.S._Mobile_Subscriber_Market_Share 2% 2.1% 5.7% 19.7% 27.3% 43.7% Android iPhone RIM Windows Symbian Others

58. http://www.millennialmedia.com/wp-content/images/mobilemix/MM-MobileMix-Dec2010.pdf

59. Unlimited Voice, Text and Web for $40/mo.

60. None

61. http://blog.comscore.com/2011/01/verizon_iphone_mobile_market.html 81% of iPhone owners have household incomes greater than

    the U.S. median household income
62. None
63. None

64. Understanding mobile as the primary and sometimes only device… http://www.flickr.com/photos/e4a-2030/5106562313

65. is difficult when we spend so much time on our

    PCs. http://www.flickr.com/photos/goobi/4021009835/

66. 25% of mobile Web users in the United States never

    or infrequently use the desktop web. http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-only

67. We often get asked how much to add mobile to

    desktop. It should be the opposite. http://www.flickr.com/photos/stephenhackett/3728570312

68. Why compare mobile to the PC market? http://www.flickr.com/photos/mesq/413104380/sizes/o/

69. None

70. DOs #1 Know Your Customers and What Devices They Use

71. iPhone Only Part of World Wide Market 1% 2% 2%

    12% 18% 22% 43% Android Symbian iPhone RIM Bada Microsoft Others Android 43%, iPhone 18% in Q2 2011 http://www.gartner.com/it/page.jsp?id=1764714

72. U.S. Smartphone Subscribers Aug 2011 http://www.comscore.com/Press_Events/Press_Releases/2011/10/ comScore_Reports_August_2011_U.S._Mobile_Subscriber_Market_Share 2% 2.1% 5.7%

    19.7% 27.3% 43.7% Android iPhone RIM Windows Symbian Others

73. Know Your Demographics Blackberry has 40% global enterprise mobile market.

    Emerging markets 80% of worldwide MMS traffic.

74. 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.

75. Ask Them Use Mobile Analytics What are your customers using?

76. DOs #2 Look beyond native apps to mobile web, SMS

    & MMS

77. BMW Turned $70k MMS into $45M Revenue

78. 2007 SMS Revenue: 100 billion •Box Office •DVD Sales &

    Rentals •Music Industry •Video Games Combined Flickr photo by Vlastula: http://www.flickr.com/photos/vlastula/450642954/
79. None

80. Find a single report that doesn’t show exponential growth for

    mobile web. CHALLENGE:
81. None

82. 3% 2% 12% 18% 22% 43% Android Symbian iPhone Blackberry

    Bada Windows/Others Q2 2011 Smartphone Market Share (Gartner) Phones currently shipping WebKit in blue (97%). WebKit & HTML5: Dominant Mobile Platform By contrast, 10 smartphone operating systems.

83. Email Gallery Free Email Templates Email Marketing Companies Submit Advertise

    Here Advertise Here Column Type of Email Type of Business Color POPULARITY RESET Hyundai USA Newsletter 3 Alertful Newsletter 2 Divine Chocolate Newsletter 2 Does your company send email to customers? http://www.email-gallery.com

84. Does your company participate in social media? http://www.flickr.com/photos/intersectionconsulting/5177773774/

85. Links don’t open apps http://www.flickr.com/photos/mattimattila/4001221570/

86. http://www.flickr.com/photos/silipo/378476114/ 21% of Google’s largest advertisers have mobile web sites.

    Only

87. http://www.flickr.com/photos/silipo/378476114/ 21% of Google’s largest advertisers have mobile web sites.

    Only Why?

88. http://www.flickr.com/photos/nickwheeleroz/2391631937/in/photostream/ BIGGEST CHALLENGE FOR MOBILE WEB: Many Sites are Chaos

    Behind the Scenes

89. http://www.flickr.com/photos/ionan/103646126/ Multiple Systems Taped Together

90. Native Developers Start from a Clean Slate http://www.flickr.com/photos/salendron/5569020488/

91. Features of New Platforms Integrated image resizing Video conversion and

    resizing Separation of content from markup so content can be used in native apps Prioritization of content based on context Full-featured APIs Synchronization New Ways to Enable Content Editors http://www.flickr.com/photos/expressmonorail/3046970004/sizes/l/

92. What does WYSIWYG mean to multiple devices? WYSIWTF http://www.flickr.com/photos/ndm007/171398958/

93. No matter how you approach it, we have a lot

    of infrastructure to build http://www.flickr.com/photos/wwworks/2942950081/

94. Not easy, but this is where the opportunities are. http://www.flickr.com/photos/donnagrayson/195244498/in/photostream/

95. thank you. http://www.flickr.com/photos/24311566@N07/4697623122/

96. None
97. None
98. None

99. DOs #3 Apps for Your Most Loyal Customers, Add Value

100. iPhone App Generated $600M in First Year

101. Second App for Most Avid Deal Hunters

102. Reward People for Downloading Your App Take Advantage of Mobile

     Capabilities

103. DOs #4 Understand Mobile Context

104. Create a product, don’t re-imagine one for small screens. Great

     mobile products are created, never ported. –Brian Fling

105. http://www.flickr.com/photos/brunauto/5062644167/ Our vision of mobile context is often wrong.

106. 80% during misc downtime 76% while waiting in lines 62%

     while watching TV 69% for point of sale research http://www.flickr.com/photos/missmeng/5327470961

107. TMI: 39% use phone on the toilet.

108. http://www.flickr.com/photos/kygp/2374438139/ 61% are lying

109. Yes, we can’t know the mobile context. http://www.flickr.com/photos/timcaynes/158599960/

110. But that doesn’t mean mobile isn’t unique and powerful. http://www.flickr.com/photos/sparktography/2485147794/

111. Mobile as the 7th Mass Media?

112. 1. Printing press http://www.flickr.com/photos/buschap/3917984966/

113. 2. Recordings http://www.flickr.com/photos/taviona/278461610/

114. 3. Cinema http://www.flickr.com/photos/m4tik/4687194723/

115. 4. Radio http://www.flickr.com/photos/kt/249301268/

116. 5. Television http://www.flickr.com/photos/simon_aughton/2178768452/

117. 6. Internet http://www.flickr.com/photos/lecates/454787692/

118. 7. Mobile http://www.flickr.com/photos/djwudi/382030798/

119. Mobile’s Eight Unique Abilities http://www.flickr.com/photos/pedestriantype/4789244416/

120. http://www.flickr.com/photos/fchouse/2829381653/ PERSONAL 63% do not share phone

121. PERMANENTLY CARRIED ~50% of US admit to sleeping with phone

     http://www.flickr.com/photos/kk/3615287378/

122. ALWAYS ON http://www.flickr.com/photos/gilderic/3517477267/

123. BUILT-IN PAYMENT CHANNEL

124. CREATIVE IMPULSE http://www.flickr.com/photos/d_a_v_i_d_m_/246298437/

125. http://www.flickr.com/photos/memotions/259656126/ ACCURATE MEASUREMENT

126. http://www.flickr.com/photos/mythoto/1234638761/ SOCIAL CONTEXT

127. AUGMENTED REALITY http://issuu.com/mkparsley/docs/ikea

128. Google’s Three Mobile Behavior Groups Urgent now Repetitive now Bored

     now http://www.informationweek.com/blog/main/archives/2007/04/google_lays_out.html

129. CORE PRINCIPLE Mobile First

130. 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

131. Growth Constraints Capabilities Opportunity Focus Innovation = = = Luke’s

     Take on Mobile First http://www.lukew.com/ff/entry.asp?933

132. http://www.lukew.com/ff/entry.asp?1117

133. http://www.lukew.com/ff/entry.asp?1117

134. ME NEED IPHONE APP. http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/

135. None

136. What is your mobile strategy? There shouldn’t be a mobile

     strategy. It should simply be THE strategy.

137. Mobile is disruptive technology. It will touch all aspects of

     your business. Plan accordingly. Mobile First Slides: bit.ly/grigs-mima2011 | @grigs | [email protected] | cloudfour.com/blog | mobileportland.com M obile Portland 4th M onday, 6pm