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 • jason@cloudfour.com cloudfour.com/blog • mobileportand.com
2. Follow along @grigs_talks bit.ly/grigs-mima2011 http://www.flickr.com/photos/stevegarfield/4247757731/
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
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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
7. http://www.opera.com/smw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
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*+)#'",*.$2'"*=%#58>"%0,*:;0"% ?/'0"1 !"#$%&"'( !"#$%&'() *+,-. )(&*+$", !"#$%&'() *+/-. -(*./+012$/(&$(/ !"#$%&'() *++-. !+3#,(12$/(&$(/ !"#$%&'() 0---. !#$# !"#$%&'() *+1-. 234 5'((36. 234 5'((36. 234 5'((36. 234 5'((36. !"#$%&'())$*+&,*"-&./01+&#"&./21+&34+$5&")&6"*#7)$&011&*4)8()9+&:*$;$)7$<34+$5=>&5$+8#"?&@)#$*)$#&A())$*+&34+$5&")& A$4B#C&D*$4#$5&,*"-&.//0&#"&*$+?$D#(;$&?$48&-4*8$#&D4?(#4B(E4#(")+F&G"7*D$%&64D#G$#>&6"*#7)$>&H"*94)&G#4)B$I&J$+$4*DCF 7'86"."9&: !'.8": ;(&3<: =$$<3: >6?8<3: @7! A3<<: !"#$?B C"")<3: =>D: 3E?F: G?H""I: G?H""I:J?$?( =#?K"(L8"# M3(83(& =<'N?N? E?'O% P?Q%&3( A')'&?<:@B%'$#3(& A?&?:C3(36?< RS S6'#3 !"#$%&36T'.'"( 5?():D?N. ;E7 2!P !"(&6"<:A?&? U$366F R"(3F43<< E%66"%)H. 16 Source: 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
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.
21. DON’Ts Don’t Assume Customers Have Downloaded Your App #1
28. DON’Ts #2 Don’t Make Finding Store Locations & Hours Difficult
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
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?
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.
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
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/
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/
80. Find a single report that doesn’t show exponential growth for mobile web. CHALLENGE:
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/
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/
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 | jason@cloudfour.com | cloudfour.com/blog | mobileportland.com M obile Portland 4th M onday, 6pm