DOs and DONTs of Mobile Strategy

Presentation to OCCA.org about mobile strategy.

Transcript

1. DOs and DONTs of Mobile Strategy Jason Grigsby Slides: bit.ly/grigs-occa2011 Tweets during talk: @grigs_talks @grigs • jason@cloudfour.com cloudfour.com/blog • mobileportand.com
2. Twitter: @grigs Tonight: @grigs_talks Slides: bit.ly/grigs_occa2011 Email: jason@cloudfour.com Web: http://cloudfour.com/blog
3. Get a lot of email from this guy... http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/
4. Mobile is Disruptive Technology http://www.flickr.com/photos/talkephotography/4523849236/ Creative Commons BY-NC-SA 2.0
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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
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7. 5.2 Billion Mobile phone for nearly everyone on the planet. Flickr photo by Pingnews: http://www.flickr.com/photos/pingnews/370061022/
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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
9. http://www.flickr.com/photos/76074333@N00/317952268/ | http://futuristmovie.com Creative Commons BY-NC-SA 2.0
16. ME NEED IPHONE APP. http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/
17. We’ve been here before...
18. and it wasn’t pretty.
20. DON’Ts Don’t Assume Customers Have Downloaded Your App #1
27. 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
28. Does your company participate in social media? http://www.flickr.com/photos/intersectionconsulting/5177773774/
29. Links don’t open apps http://www.flickr.com/photos/mattimattila/4001221570/
30. DON’Ts #2 Don’t Make Finding Store Locations & Hours Difficult
42. Do as We Say, Not as We do. http://www.mac-wallpapers.com/Apple-Wallpapers/white-apple-logo-wallpaper/
43. DON’Ts #3 Don’t forget that the ‘U’ in URL stands for Universal* * it actually stands for ‘uniform.’ ah well, close enough. ;-)
44. URLs Should Go to Content, Not Mobile Home
45. Should the iPad Get Your Mobile Site?
46. Device Detection Must Be Core Part of Your Mobile Strategy http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes
47. DON’Ts #4 Don’t be believe the media (or mobile experts for that matter)* * Yes, that includes me!
48. Which is better? Who’s going to win? http://www.flickr.com/photos/jsymmetry/166749290/
49. http://www.flickr.com/photos/earlysound/2710970750/ Creative Commons
54. Question Group Think
55. 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.
56. 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
57. Are App Stores Essential to a Platform’s Success?
59. 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/2011/1/ comScore_Reports_November_2010_U.S._Mobile_Subscriber_Market_Share 2% 2.8% 7.7% 25.2% 28.9% 33.0% Android RIM iPhone Windows Palm Others
61. http://www.millennialmedia.com/wp-content/images/mobilemix/MM-MobileMix-Dec2010.pdf
62. Unlimited Voice, Text and Web for $40/mo.
64. 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
65. The analyst says Cook “appeared to reaffirm the notion that Apple is likely to develop lower priced offerings” to expand the market for the iPhone. Cook said the company is planning “clever things” to address the prepaid market, and that Apple did not want its products to be “just for the rich,” and that the company is “not ceding any market.” Cheaper iPhone Will Be a Big Deal (I think. Remember I don’t know either!) http://blogs.forbes.com/ericsavitz/2011/02/28/apple-plots-move-to-expand-iphones-market-share/
66. Why compare mobile to the PC market? http://www.flickr.com/photos/mesq/413104380/sizes/o/
68. DOs #1 Know Your Customers and What Devices They Use
69. 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
70. U.S. Smartphone Subscribers July 2011 http://www.comscore.com/Press_Events/Press_Releases/2011/8/ comScore_Reports_July_2011_U.S._Mobile_Subscriber_Market_Share 1.9% 5.8% 22.1% 27.5% 42.6% Android iPhone RIM Windows Symbian
71. Know Your Demographics Blackberry has 40% global enterprise mobile market. Emerging markets 80% of worldwide MMS traffic.
72. 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.
73. Ask Them Use Mobile Analytics What are your customers using?
74. DOs #2 Look beyond native apps to mobile web, SMS & MMS
75. BMW Turned $70k MMS into $45M Revenue
76. 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/
78. Find a single report that doesn’t show exponential growth for mobile web. CHALLENGE:
80. 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.
81. http://www.flickr.com/photos/silipo/378476114/ 21% of Google’s largest advertisers have mobile web sites. Only Why?
82. http://www.flickr.com/photos/nickwheeleroz/2391631937/in/photostream/ BIGGEST CHALLENGE FOR MOBILE WEB: Many Sites are Chaos Behind the Scenes
83. http://www.flickr.com/photos/ionan/103646126/ Multiple Systems Taped Together
84. Native Developers Start from a Clean Slate http://www.flickr.com/photos/salendron/5569020488/
85. 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/
86. What does WYSIWYG mean to multiple devices? WYSIWTF http://www.flickr.com/photos/ndm007/171398958/
87. Content & Services Car sketch: http://www.flickr.com/photos/cloppy/5081768461/ HTML HTML HTML HTML HTML HTML HTML HTML NATIVE NATIVE NATIVE
88. http://www.flickr.com/ photos/andresthor/ 3963368371/
89. No matter how you approach it, we have a lot of infrastructure to build http://www.flickr.com/photos/wwworks/2942950081/
90. Not easy, but this is where the opportunities are. http://www.flickr.com/photos/donnagrayson/195244498/in/photostream/
91. thank you. http://www.flickr.com/photos/24311566@N07/4697623122/
92. http://www.flickr.com/ photos/troyholden/ 5544097948/
95. DOs #3 Apps for Your Most Loyal Customers, Add Value
96. iPhone App Generated $600M in First Year
97. Second App for Most Avid Deal Hunters
98. Reward People for Downloading Your App Take Advantage of Mobile Capabilities
99. DOs #4 Understand Mobile Context
100. Create a product, don’t re-imagine one for small screens. Great mobile products are created, never ported. –Brian Fling
101. Mobile’s Eight Unique Abilities http://bit.ly/b3oUtH | http://bit.ly/92TYAR
102. http://www.flickr.com/photos/fchouse/2829381653/ PERSONAL 63% do not share phone
103. PERMANENTLY CARRIED ~50% of US admit to sleeping with phone http://www.flickr.com/photos/kk/3615287378/
104. ALWAYS ON http://www.flickr.com/photos/gilderic/3517477267/
105. BUILT-IN PAYMENT CHANNEL
106. CREATIVE IMPULSE http://www.flickr.com/photos/d_a_v_i_d_m_/246298437/
107. http://www.flickr.com/photos/memotions/259656126/ ACCURATE MEASUREMENT
108. http://www.flickr.com/photos/mythoto/1234638761/ SOCIAL CONTEXT
109. AUGMENTED REALITY http://issuu.com/mkparsley/docs/ikea
110. 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
111. 80% during misc downtime 76% while waiting in lines 62% while watching TV 69% for point of sale research http://blog.compete.com/2010/03/12/smartphone-owners-a-ready-and-willing-audience/
112. CORE PRINCIPLE Mobile First
113. 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
114. Growth Constraints Capabilities Opportunity Focus Innovation = = = Luke’s Take on Mobile First http://www.lukew.com/ff/entry.asp?933
115. http://www.lukew.com/ff/entry.asp?1117
116. http://www.lukew.com/ff/entry.asp?1117
118. ME NEED IPHONE APP. http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/
120. What is your mobile strategy? There shouldn’t be a mobile strategy. It should simply be THE strategy.
121. Mobile is disruptive technology. It will touch all aspects of your business. Plan accordingly. Mobile First Slides: bit.ly/grigs-occa2011 | @grigs | jason@cloudfour.com | cloudfour.com/blog | mobileportland.com M obile Portland 4th M onday, 6pm