Marketing Roundtable - May 14, 2013 - Go Mobile or Go Home

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This workshop aims to deliver insights and foster discussion on the critical importance of adopting mobile strategies for your business. By exploring trends and case studies, session participants will leave with a deeper understanding of the ever-evolving mobile landscape and adaptable ideas on how to champion a go-to-market mobile strategy.

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Marketing Roundtable - May 14, 2013 - Go Mobile or Go Home

  1. 1. SESSIONGOALSUNDERSTANDTHEIMPORTANCEOFADOPTINGMOBILESTRATEGIESNOWLEARN ABOUTHOWOTHERSHAVEMADETHELEAPANDAREWINNINGINTHEMARKETPLACE
  2. 2. EXPERTPANELRICHCHANGCO-FOUNDER,CEONEWFOUNDRYSHAWNPLANKOQAENGINEEREXPEDIA/MOBIATADANIELLEVYENGINEEREXPEDIA/MOBIATA
  3. 3. 6 BILLIONMOBILE CELLULAR SUBSCRIPTIONSWORLDWIDESource: The International Telecommunication Union (2011)1 BILLIONSMARTPHONE USERSWORLDWIDESource: CBS News, October 2012 | Strategy Analytics Report
  4. 4. RIGHT NOW MORE PEOPLE USETHEIR MOBILE PHONES THANPCs TO GET ONLINESources: Gartner, 2010; Google Mobile Optimization Webinar, 2011; Cisco, 2011THERE WILL BE ONE MOBILE DEVICEFOR EVERY PERSON ON EARTH BY 2015
  5. 5. USERBEHAVIOR!"#$#%&()*+&,-./*+)0"12)(*3&
  6. 6. 70% OFMOBILEUSERSHAVECOMPAREDPRODUCTPRICESONTHEIRPHONESSources: Lightspeed Research; Google “The Mobile Movement: Understanding Smartphone Users,” 201165% HAVEREADPRODUCTREVIEWSONTHEIRPHONES50% OFMOBILESEARCHESLEADTOPURCHASE
  7. 7. NEW PATHS TO PURCHASE5&
  8. 8. CALLSAPPSCROSSDEVICEIN-STOREMOBILESITE
  9. 9. Sources: Google Think Insights Case study
  10. 10. Sources: Google Think Insights Case studyTHEIRFIRSTMOBILESITEWASLAUNCHEDINMAY2010ANDHASCONTINUALLYIMPROVEDOVERTHELASTTWOYEARS.BETWEEN2011AND2012,VISITSORIGINATINGFROMAMOBILEDEVICETRIPLEDANDMOBILESALESMORETHANQUADRUPLED.
  11. 11. RICH CHANGCO-FOUNDER,CEONEWFOUNDRY
  12. 12. FOR WHO? YOUANDYOUR CLIENT
  13. 13. SOME FORMOF MOBILE PRESENCEATLEAST:MOBILEWEBOPTIMIZED(.M,RESPONSIVE)MOBILEAPP(ANDROID,IOS,WINDOWS,HTML5HYBRID)WHAT?
  14. 14. DIGITALIS NOWA FIVESCREENWORLD
  15. 15. WHEN? NOW
  16. 16. NEWSPAPERSPHONE BOOKSENCYCLOPEDIASCHIP MAKERSPAYMENTGAMINGRESTAURANTSHOPPINGPUBLISHINGPC MAKERSBUSINESS COLLABORATIONHEALTHCAREEDUCATIONBANKINGMUSICCOMMUNICATIONVIDEOPHOTOGRAPHYSCRAPBOOKINGTRANSPORTATIONTRAVELWHY?
  17. 17. •  INTEL: BRUTE FORCE•  ACORN ARM: LEANER & MORE-EFFICIENTINSTRUCTIONS–  95% OF CELL PHONES ON MARKET (INCLUDING IPHONEAND ALMOST ALL ANDROID PHONES). SAMSUNG S3HAS 14 ARM CHIPS.•  DEVELOPERS WERE WRITING APPS FOR ARM-POWERED DEVICES. APPS THAT WON’T WORKON INTEL PROCESSORS. YIKES!•  INTEL TRIED WITH ATOM ARCHITECTURE. STILLTOO POWER HUNGRY.•  2011 INTEL SOLD 330M MICROPROCESSORS(MOST FOR PCS AND SERVERS). ARM SOLD 7.9BCHIPS (FRIDGES, CARS, INCLUDINGINFILTRATING SERVERS – LONG AN INTELSTRONGHOLD)
  18. 18. •  BRAND AWARENESS•  INVESTOR RELATIONS•  YELLOW PAGES ! WEBSITE! MOBILE WEBSITE/APPWHY?
  19. 19. Source: StatCounter Global!"#$%&$()&*(&)"+),-.$(/0&12)",
  20. 20. ITISABOUTEMPOWERINGUSERS•  IDENTIFYWHATPEOPLEWANT•  IDENTITYHOWPEOPLEUSETHEIRAPPSPRODUCTDEVELOPMENTTEAMMUSTBECOMPRISEDOFADIVERSEPOOLOFTALENTTHATISINCOHESIVECOMMUNICATION:•  DEVELOPERS,USER-EXPERIENCEDESIGNERS,BRANDSPECIALISTS,MARKETINGEXPERTS,ANDPRPROFESSIONALS•  COGNITIVEFUNCTIONALITYHOW
  21. 21. UNDERSTANDTHEREQUIREMENTSOFEACHPLATFORM(IOSVS.ANDROID)ANDALSOAUDIENCEEXPECTATIONS.REALIZE:“BUILDITANDTHEYSTILLMIGHTNOTCOME.”YOUNEEDAGOODMARKETINGPLAN.HOW
  22. 22. IDENTIFYYOURTARGETAUDIENCEHOW456&7856&9859&975:&765;&85;&65<&Age 13-17Age 18-24Age 25-34Age 35-44Age 45-54Age 55-64Age 65+%COMPOSITIONOFU.S.SMARTPHONEOWNDERSBYAGEASOFAPRIL2011Source: comScore MobiLens
  23. 23. TOP 10 APP TRENDS•  LOCATION BASED SERVICES•  SOCIAL NETWORKING•  MOBILE SEARCH•  MOBILE COMMERCE•  MOBILE PAYMENT•  CONTEXT-AWARE SERVICES (AKA: PERSONALIZED EXPERIENCES)•  OBJECT RECOGNITION•  MOBILE INSTANT MESSAGING•  MOBILE E-MAIL•  MOBILE VIDEOSource: GartnerWHATTOBUILD?
  24. 24. SHAWN PLANKO &DANIEL LEVYENGINEERS@EXPEDIA/MOBIATA
  25. 25. WHYEXPEDIA® GOTINTHEGAME
  26. 26. •  TALKEDWITHMOBIATATODEVELOPNATIVEMOBILEAPPEXPERIENCE•  DECIDEDTHEYNEEDEDMOBILEAPPSKILLSIN-HOUSEANDPURCHASEDMOBIATAINNOV2010•  WANTEDTOLEVERAGEMOBIATA’SMOBILEEXPERTISETOBUILDSOMETHINGEXTRAORDINARYNOW WHAT?
  27. 27. MAKING AN APPSIMPLETOUSEADDRESSESNEEDSOFCONSUMERSISORIGINALANDSTANDSOUTCANNOTBEACARBONCOPYOFAWEBSITE
  28. 28. CANNOT BE RUSHEDCONSUMER DESIGN ORIENTED FOCUSCOGNITIVE DESIGNVISUAL SOCIETYDESIGNISEVERYTHING
  29. 29. •  STEP1–YOUREYEIGNORESTHEAPPSWITH3ORLESSSTARS•  STEP2–YOUVISUALLYWEEDOUTTHEUGLYICONSASSUMINGTHEAPPMUSTALSOBEUGLY•  STEP3–YOUTAPINTOCOMPARABLYPRICEDANDREVIEWEDAPPSTOSEEWHICHONELOOKSTHEBESTRATINGSISAHUMANREACTIONTOTHEUXANDUICOMPONENTS.IFONEORTHEOTHERISNOTGIVENEQUALATTENTION,THERATINGSWILLREFLECTTHAT.&TYPICALAPPBUYINGPROCESS
  30. 30. CREATINGTHEAPP•  DECIDEBETWEENNATIVEAPPVS.HTML5•  STARTEARLYASPOSSIBLE•  BEWILLINGTOSPENDMONEY&TIME)ONTHISENDEAVOR•  DEVELOPMENT(IN-HOUSEVS.OUT-SOURCE)•  EXPEDIAMOBILEAPPPRODUCTTEAM:ORIGINALLYATEAMOF15ANDNOWATEAMOF30+
  31. 31. CHALLENGESTECHNICALBEHINDMOBILEWEBEXPERIENCEINREGARDSTOFEATURESAPIFORBACK-ENDFEATUREPARITYDISPARITYBETWEENWEB,MOBILEWEB,ANDACROSSDEVICES(IPHONEVS.IPAD),ANDPLATFORMSCHALLENGES
  32. 32. KNOWYOUR USERSLASTMINUTEBOOKINGS
  33. 33. KNOW YOUR USERS
  34. 34. NATIVEVS.MOBILE WEB
  35. 35. LAUNCH•  BIG VS. SMALL COMPANIES: APP STORES KEEP A PRETTYEQUAL PLAYING FIELD•  IMPORTANCE OF APP REVIEWS•  GOOGLE VS. APPLE•  GETTING FEATURED
  36. 36. VS. OUR COMPETITION
  37. 37. CONCLUSIONS•  NO MATTER YOUR BUSINESS, MOBILE CAN HELP YOU•  IT ALLOWS YOUR CUSTOMERS TO HAVE ACCESS TO YOUANYWHERE–  HOURS AND PRODUCT INFO–  BUY A PRODUCT OR SERVICE–  PROVIDE ACCESS TO SUPPORT OR PROVIDE FEEDBACK•  IT ALSO ALLOWS YOU TO HAVE ACCESS TO YOUR CUSTOMERS–  MARKET TO THEM BASED ON THEIR LOCATION–  SEND THEM DEALS OR IMPORTANT NEWS VIA NOTIFICATIONS•  MUST BE WILLING TO INVEST TIME, MONEY & ENERGY TODEVELOP THE PRODUCT
  38. 38. QAAND&
  39. 39. EXTRAS
  40. 40. HTML5 vs. NATIVE•  USER EXPERIENCE: GOOD ENOUGH VS. THE BEST’•  PERFORMANCE: HTML5 = SLOWER BUT NOT TOO BAD UNLESS HEAVY GRAPHICS•  FRAGMENTATION: PRETTY BAD FOR BOTH NATIVE (ESP. ANDROID) AND HTML5.•  NATIVE = BUILD-OUT FOR EVERY PLATFORM•  HTML5 = PROMISE OF WRITE ONCE, RUN EVERYWHERE, BUT NOT REALITY. 200+ BROWSERINTERPRETATIONS SO WRITE ONCE, OPTIMIZE EVERYWHERE•  MONETIZATION: NO HTML5 MARKETPLACE•  SECURITY: HTML5 = SECURITY VULNERABILITIES (EASY TO ACCESS & CORRUPT). CAN ENCRYPTDATA IN NATIVE APPS. SPEED IMPACT FOR HTML5 DATA IN TRANSIT WHEN SECURED.•  AVAILABILITY OF PROGRAMMING EXPERTISE: MUCH DEEPER WORKFORCE FOR HTML5 THAN NATIVE•  CROSS-PLATFORM DEPLOYMENT COSTS: HTML5 WINS•  TIMELINESS OF OS INNOVATIONS: HTML5 = ONLY 30 NATIVE APIS. NATIVE = 1000S OF NATIVE APIS.•  UPDATES & DISTRIBUTION CONTROL: HTML5 = COMPLETE CONTROL OF DISTRIBUTION AND FASTER.HOWEVER, NATIVE HAS FASTER INNOVATION. HTML5 TOOK 5 YEARS TO BE RATIFIED BY W3C.
  41. 41. CHOOSE HTML5:•  WHEN USERS DONT WANTTO D/L THE APP•  INFO IS CONSTANTLYUPDATING•  DON’T WANT APPLE/GOOGLE IN YOUR WAYCHOOSE NATIVE:•  WANT BEST USEREXPERIENCE•  MONETIZE THE APP•  DATA TO BE SECUREHTML5 vs. NATIVE

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