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

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

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Jason Grigsby

October 12, 2011
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  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/

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  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/ !"#"""#""" $"#"""#""" %"#"""#""" &"#"""#""" '""#"""#""" !""# !""$ !""% !""&

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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*+)#'",*.$2'"*=%#58>"%0,*:;0"% ?/'0"1 !"#$%&"'( !"#$%&'() *+,-. )(&*+$", !"#$%&'() *+/-.

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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

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  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.

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

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

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  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

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  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?

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  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.

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  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
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  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/

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

    mobile web. CHALLENGE:
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  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/

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  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/

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  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