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Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
Going Mobile: Serving the Always On, Always Connected
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Going Mobile: Serving the Always On, Always Connected

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The mobile space has quickly transformed into a legitimate marketing platform in and of itself, and should no longer be treated as merely an extension of the desktop website. In order to effectively …

The mobile space has quickly transformed into a legitimate marketing platform in and of itself, and should no longer be treated as merely an extension of the desktop website. In order to effectively interact and engage with customers accessing your site on their mobile devices, you must first develop a solid mobile marketing strategy and better understand the differences, limitations and opportunities that mobile offers. Join us as we provide an overview on the mobile landscape and the opportunities that exist for marketers now, and moving forward into the future.

Key Points of Interest:

* Latest Mobile Internet Usage Statistics
* Opportunities, Limitations, and Differences Between Desktop vs. Mobile Websites
* The Importance of Context in Mobile
* Different Mobile Marketing Tactics to Engage Your Audience
* Key Differences in B2B vs. B2C Mobile Strategy

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  • 1. Going Mobile Serving the Always On, Always Connected On
  • 2. Housekeeping … to Get the Slides Follow the BusinessOnLine  1 Request a 1-on-1 lab online User Experience Team on  User Experience Team on http://www.businessol.com/labs // / Twitter at: @BOLTeamU if Tweeting about this session,  please use this hashtag: 2 Recorded presentation & #mobile slides will be sent via email following the event 3 Become a Fan of BusinessOnLine at: www.facebook.com/BOLOptimized
  • 3. Welcome! Jegan Chen Sr. Strategist, User Experience at BusinessOnLine http://www.businessol.com/usability-blog/ Educational background in Cognitive Science, Human-Computer Interaction, and Neuroscience Worked with numerous mid to large size enterprises on large scale website and application development p j p projects centered around a user- centered design methodology
  • 4. POLL
  • 5. Let me guess why you re here you’re today…
  • 6. A long time ago (last month), in a galaxy far, far away (a conference room), a wise (subjective) individual uttered these few words…
  • 7. You know what would be REALLY COOL? If we had an iPhone app! Our customers could reach us anywhere, we could sell a million gizmos! They’ll be able to download PDFs, watch videos, listen to podcasts, share links on social networks, buy our gizmos and so much more while on the go! Im I’m sure the IT folks can convert our site easily Let s get started! easily. Let’s Sounds like a great idea! Sounds like a terrible idea! we launched a mobile campaign 2 years ago and it flopped.
  • 8. First, we made a lot of assumptions. Let’s rewind…
  • 9. You know what would be REALLY COOL? If we had an iPhone app! Our customers could reach us anywhere, we could sell a million gizmos! They’ll be able to download PDFs, watch videos, listen to podcasts, share links on social networks, buy our gizmos and so much more while on the go! Im I’m sure the IT folks can convert our site easily Let s get started! easily. Let’s Sounds like a great idea! Sounds like a terrible idea! we launched a mobile campaign 2 years ago and it flopped.
  • 10. You know what would be REALLY COOL? If we had an iPhone app! Our customers could reach us anywhere, we could sell a million gizmos! They’ll be able to download PDFs, watch videos, listen to podcasts, share links on social networks, buy our gizmos and so much more while on the go! Im I’m sure the IT folks can convert our site easily Let s get started! easily. Let’s Sounds like a great idea! Sounds like a terrible idea! we launched a mobile campaign 2 years ago and it flopped.
  • 11. You know what would be REALLY COOL? If we had an iPhone app! Our customers could reach us anywhere, we could sell a million gizmos! They’ll be able to download PDFs, watch videos, listen to podcasts, share links on social networks, buy our gizmos and so much more while on the go! Im I’m sure the IT folks can convert our site easily Let s get started! easily. Let’s Sounds like a great idea! Sounds like a terrible idea! we launched a mobile campaign 2 years ago and it flopped.
  • 12. You know what would be REALLY COOL? If we had an iPhone app! Our customers could reach us anywhere, we could sell a million gizmos! They’ll be able to download PDFs, watch videos, listen to podcasts, share links on social networks, buy our gizmos and so much more while on the go! Im I’m sure the IT folks can convert our site easily Let s get started! easily. Let’s Sounds like a great idea! Sounds like a terrible idea! we launched a mobile campaign 2 years ago and it flopped.
  • 13. You know what would be REALLY COOL? If we had an iPhone app! Our customers could reach us anywhere, we could sell a million gizmos! They’ll be able to download PDFs, watch videos, listen to podcasts, share links on social networks, buy our gizmos and so much more while on the go! Im I’m sure the IT folks can convert our site easily Let s get started! easily. Let’s Sounds like a great idea! Sounds like a terrible idea! we launched a mobile campaign 2 years ago and it flopped.
  • 14. You know what would be REALLY COOL? If we had an iPhone app! Our customers could reach us anywhere, we could sell a million gizmos! They’ll be able to download PDFs, watch videos, listen to podcasts, share links on social networks, buy our gizmos and so much more while on the go! Im I’m sure the IT folks can convert our site easily Let s get started! easily. Let’s Sounds like a great idea! Sounds like a terrible idea! we launched a mobile campaign 2 years ago and it flopped.
  • 15. Agenda 1. Things You Should Know About Mobile g 2. Mobile Opportunities 3. Three Tips for Defining a Mobile Strategy
  • 16. THINGS YOU SHOULD KNOW ABOUT MOBILE
  • 17. The number of mobile internet users are projected to surpass desktop internet users by 2014 2014. *Morgan Stanley, State of the Internet 2010
  • 18. Marketers will be allocating $5.5 billion for mobile marketing in 2011, 2011 up 124% from 2010 2010. *Mobile Marketing Association (MMA)
  • 19. 60% of Americans would give up alcohol for a week to keep their mobile phones. *Best Buy Mobile Survey
  • 20. POLL
  • 21. Let’s Define What a “Mobile Device” Is… A mobile device is a handheld, internet-capable device with a display screen, mini keyboard and/or touch-screen that can be operated by a user while moving within or across various environments.
  • 22. What s What’s a “Mobile Device?” Mobile Device? Includes: • T Touch Ph h Phones (e.g. iPhone, Android Phones, Blackberries, Windows Phone 7) • Smartphones (e.g. Blackberries, Palm, Windows Mobile) • Feature Phones (e.g. Motorola RAZR) • Slates (e.g. iPad) • Other Internet-Capable Handhelds (e.g. iPod Touch, PDAs) Excludes: • Laptops
  • 23. Unit Sales Does Not Equal Mobile Internet Usage Worldwide Mobile Device Sales Mobile Traffic Generated by Device * Gartner (left), AdMob (right)
  • 24. Mobile as a Marketing Channel Has Unique Benefits 1. Mobile is the first personal mass media 2. Mobile is permanently carried 3. 3 Mobile is always on always-on 4. Mobile has a built-in payment mechanism 5. Mobile is available at the point of creative inspiration 6. 6 Mobile has the most accurate audience measurement 7. Mobile captures the social context of media consumption 8. 8 Mobile allows augmented reality to be used in media
  • 25. Mobile is a completely new medium, not simply an extension of your website.
  • 26. MOBILE OPPORTUNITIES
  • 27. Mobile Opportunities • Mobile Websites • Native Applications
  • 28. Mobile Websites Mobile Websites are coded in the same way websites made for desktop browsers are and utilize the same technologies. However, these sites are developed and created specifically for mobile devices. Using a mobile device to view a website developed for desktop browsing does not qualify as a mobile website. Works On Almost all mobile devices Best For Simple experiences, serving all platforms Opportunities Faster mobile internet speeds (4G), content and updates can be handled through the same or similar content management system as the website made for desktop browsing Limitations User experience may vary across mobile devices, loss of connectivity to mobile internet means the site cannot be accessed, interface might not be tailored to OS platform, cross-compatibility across browsers is difficult
  • 29. Native Applications Native applications are developed for a specific platform (iPhone, Android OS, Blackberry, etc.) and can utilize the hardware and software features of a mobile device. device Users typically download native applications from a “store” (Apple App Store, Android Market). Works On One specific platform / mobile device Best For Creating complex applications, developing tools to support current customers, customers more immersive experiences Opportunities Utilize device hardware / software features (camera, microphone, accelerometer, processor), can tailor experience to seamlessly match OS p platform standards, better performance , p Limitations Users must find application within a “store” containing hundreds of thousands of applications, must develop one native application per platform / device
  • 30. Mobile Website or Native App?
  • 31. “On college football Saturday and NFL Sunday we get more traffic on our mobile Web site than our wired Web site, and now there s there’s no going back—if you deliver a good back if experience, people will consume the content on their mobile device when they re out and they’re about.” - John Zehr, senior vice president and general manager of ESPN Mobile , p g g
  • 32. As of September 1, 2010, the Apple p , , pp App Store has 250,000 apps with over 6.5 billion downloads. 65 downloads The Android Market has 100 000 100,000 apps with over 1 billion downloads. Blackberry App world has 10,000 apps.
  • 33. Native applications have been downloaded billions of times by mobile device users, but only users 20% of users run the native application the next day, and by 3 months that number nears zero. *Pinch Media
  • 34. So, So Mobile Website or Native App? Device Works Offline? Need to Download to  Access Hardware Features? Install and Update? Install and Update? Mobile Websites Almost All No No Some Native Applications Develop one  Yes Yes Yes application per  device
  • 35. What Ab t Wh t About All the Other Mobile th Oth M bil Marketing Tactics Out There? g • SMS / Texting • Mobile Email bl l • Mobile PPC • M bil SEO / L Mobile Local SEO l • Click-to-Call Tracking • Location Based Features (GPS) • Widgets
  • 36. • Create additional  Enhanced  Enhanced tools / applications or  tools / applications or Mobile  enhance existing  Website mobile website to  mimic native apps • If more functionality is  y desired over mobile  Mobile Native website and hardware  Apps Website functionality is  required Mobile  • Drive traffic to your  Email,  mobile website or  PPC, SEO,  native application native application Etc.,
  • 37. THREE TIPS FOR DEFINING A MOBILE STRATEGY
  • 38. Tip #1: Start With Your Users
  • 39. Instead of worrying over what tactic to use or which platform to target, start with getting to know your users users.
  • 40. The User Centered Design Philosophy The User Centered Design (UCD) Philosophy focuses on the behaviors, goals, goals and needs of the user. user
  • 41. UCD Methods Discovery Elaboration Optimization Surveys x x Interviews x Analytics / Data Analysis Analytics / Data Analysis x x Field Studies x x x Diary Studies x x Card Sorting g x Storyboarding x Wireframing x Prototyping x User Testing x x
  • 42. Triangulate Data Interviews Surveys Field Studies Field Studies
  • 43. Importance of Knowing Your Users p g The users who use your mobile website or application may not be the same users who use your full website made for desktop browsing.
  • 44. Use Existing Data, Don’t Rely on It l You may have some first-hand or first hand secondary market data research available, available but don’t rely on it as your don t only source of information. Validate what you have by conducting additional research b dditi l h based solely on d l l mobile aspects.
  • 45. What You Sh ld K Wh t Y Should Know About Your Ab t Y Users • Who are your users? • What are their needs and goals?
  • 46. Figuring Our Who Your Users Are h •DDemographic hi • Webographic • Firmagraphic • Psychographic • Technographic
  • 47. Needs and Goals Business G l B i Goals IT Goals User Goals
  • 48. Hungry people looking for the closest McDonald’s Not so hungry people looking for N t h l l ki f nutritional information; investors; corporate messaging and marketing
  • 49. Tip #2: Understand Context *Flickr.com Retinafunk
  • 50. The users who use your mobile website / application may be the same as the users who use your website, but may be using y , y g the website / application in a different way.
  • 51. Don t Don’t Assume Anything Some things seem trivial, but it’s best to be g , sure than to make an assumption that will end up being a very expensive mistake in the end. Don’t assume you know everything about your users and how they use mobile devices It’s devices. It s easy to assume and try to cut costs, but you’re taking a big risk at the foundational level of the project. project You want to create something people will USE USE.
  • 52. What Is Context? • What mobile devices do they use? • When do they use it? • Wh Where do they use it? d th • What is going on in the environment? • How do they use it? • Why do they use it?
  • 53. Understanding context allows us to determine if and how context changes or affects users’ goals users goals.
  • 54. Classifying Use Cases Repetitive Now (e.g. checking sports scores, stock quotes) p Bored Now (e.g. stuck in line, ca ua b o g) o ed ow (e g uc e, casual browsing Urgent Now (e g getting directions, finding a phone number) (e.g. directions Now = Instant Gratification *Google’s Classification System
  • 55. Immerse Yourself lf • Storyboarding • Prototyping • Contextual Field Studies
  • 56. “Contextual user tasks not the existing Contextual tasks, website, determine the content, architecture, architecture and user experience of the mobilized site.” - Cameron Moll, Mobile Web Design
  • 57. Tip #3: Simplicity Equals Success p p y q
  • 58. Mobile devices have small screens. The best way to avoid cognitive overload is to keep things simple simple.
  • 59. Stay Focused d It’s I ’ easy to be tempted to add b d dd features on during development and end up with a Frankenstein site / application. This WILL happen when you begin when you’re showing wireframes, prototypes, wireframes prototypes designs to others in your organization. Don’t let it happen!
  • 60. Smaller Screens = Greater Cognitive Load On websites and applications developed for desktop screens, there is a lot of real estate for visual cues to help offload cognitive processing by the user. On a mobile device, the screen is much smaller and all those , cues are lost.
  • 61. Recap Tip #1: Start With Your Users Tip #2: Understand Context Tip #3: Si Ti #3 Simplicity Equals Success li it E l S
  • 62. Thank You! Jegan Chen Sr. Strategist, User Experience at BusinessOnLine @BOLTeamU Jegan@BusinessOL.com J @B i OL
  • 63. Housekeeping … to Get the Slides Follow the BusinessOnLine  1 Request a 1-on-1 lab online User Experience Team on  User Experience Team on http://www.businessol.com/labs // / Twitter at: @BOLTeamU if Tweeting about this session,  please use this hashtag: 2 Recorded presentation & #mobile slides will be sent via email following the event 3 Become a Fan of BusinessOnLine at: www.facebook.com/BOLOptimized

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