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

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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

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

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

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

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!" #" $" %" &" '" (! ($ (& () (* (!! (!$ (!& (!) (!* (+,-./-012345/16,+457 2+805-38/-019::; 3<7=4/1>13?=+57 @??1A=5=B=13CB=A/ DE6 @/.05,F/ 3<7=4/1>13?=+571G0H1@??1A=5=B=13CB=A/1G0H1DE61G0H1@/.05,F/1I0/-0 J3-0.1#"1(+,-./-012345/16,+457 !"#$%&'()*&+,-+./0-$/+&12#2&3"#&242052-5$&-$6"/$&789%:;<&!$#+.2=$&,+$/+&50>0#$1"&?@&"35AB&C"/D23&@#235$A&E$+$2/.F&$+#0>2#$+& G9:CC&3$#-""H+&F24$&+F0==$1&03&60/+#&$0DF#&I,2/#$/+&+03.$&52,3.F JKLMLNOB&@",/.$%&7">=23A&E$="/#+&P&C"/D23&@#235$A&E$+$2/.FB !"#$%&'()*&+)&*',-*./0&1'2&13*".'()*&+)&*'45".*$") $67")&'8'$9"-07':1&+1';'<='4,>':1&+1'?'@-/+*&+1'4A*&+'>/-)07 !"#$%&'()*%"+*"% DE6K G1#H"16,+457/A1*L*% ,&-./"()*%"+*"% @??1A=5=B=13CB=A/ 6,+457/A1'L** ,&-./"()*%"+*"% 3<7=4/1>13?=+57 6,+457/A1'L") M&):: M#&:: M):: !"#$%&'()*%"+*"% @/.05,F/K 6,+457/A1!#L*% M!!:: 26 Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

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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

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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

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

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

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We’ve been here before...

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and it wasn’t pretty.

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

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

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

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DON’Ts #3 Don’t forget that the ‘U’ in URL stands for Universal* * it actually stands for ‘uniform.’ ah well, close enough. ;-)

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URLs Should Go to Content, Not Mobile Home

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Should the iPad Get Your Mobile Site?

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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/

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DON’Ts #4 Don’t be believe the media (or mobile experts for that matter)* * Yes, that includes me!

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

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

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Question Group Think

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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.

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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

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Are App Stores Essential to a Platform’s Success?

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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

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

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

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

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is diﬃcult when we spend so much time on our PCs. http://www.ﬂickr.com/photos/goobi/4021009835/

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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

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We often get asked how much to add mobile to desktop. It should be the opposite. http://www.ﬂickr.com/photos/stephenhackett/3728570312

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

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DOs #1 Know Your Customers and What Devices They Use

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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

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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

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Know Your Demographics Blackberry has 40% global enterprise mobile market. Emerging markets 80% of worldwide MMS traffic.

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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.

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Ask Them Use Mobile Analytics What are your customers using?

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DOs #2 Look beyond native apps to mobile web, SMS & MMS

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BMW Turned $70k MMS into $45M Revenue

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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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Find a single report that doesn’t show exponential growth for mobile web. CHALLENGE:

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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.

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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

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

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

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

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

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

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

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

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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/

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

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No matter how you approach it, we have a lot of infrastructure to build http://www.ﬂickr.com/photos/wwworks/2942950081/

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

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

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

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iPhone App Generated $600M in First Year

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Second App for Most Avid Deal Hunters

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Reward People for Downloading Your App Take Advantage of Mobile Capabilities

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DOs #4 Understand Mobile Context

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Create a product, don’t re-imagine one for small screens. Great mobile products are created, never ported. –Brian Fling

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

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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

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TMI: 39% use phone on the toilet.

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

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

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

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Mobile as the 7th Mass Media?

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

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

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

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

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

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

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

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

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

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PERMANENTLY CARRIED ~50% of US admit to sleeping with phone http://www.ﬂickr.com/photos/kk/3615287378/

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

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BUILT-IN PAYMENT CHANNEL

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

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

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

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

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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

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CORE PRINCIPLE Mobile First

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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

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Growth Constraints Capabilities Opportunity Focus Innovation = = = Luke’s Take on Mobile First http://www.lukew.com/ff/entry.asp?933

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

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

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

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What is your mobile strategy? There shouldn’t be a mobile strategy. It should simply be THE strategy.

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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