No More Mobile Gimmicks

NO MOREMOBILEGIMMICKS #mGimmick

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These things are ridiculous...but they are actually happening 1. The 3 types of mobile projects 2. How to do them right (or wrong)3. A few steps to create mobile value

Technology cyclesMainframe Mini Personal Internet MobileComputing Computing Computing Computing Computing1960s 1970s 1980s 1990s 2000s courtesy of Mary Meeker

The 3 Mobile Program TypesThe Mobile Maturity Model

Type 1Tick The Box

DQ Restaurant Finder“everyone has seen the Applecommercials with the tagline, “There’s anapp for that!”Well, we felt it was ﬁnally time tolaunch our very own Dairy QueeniPhone Application.The user experience on the applicationwas intentionally simpliﬁed ascompared to the full DQwebsite.

Type 1 Characteristics• The boss asked you to, so you did it• “Me too” initiative• No long-term strategy• Content scrapped from website• Cheap!

What you need to knowKeep it up to date Avoid going custom Set expectations 3 22 150 75 2007 2008 0 2009 2010

Where is “Tick The Box” in the Maturity Model?

Type 2The Gimmick

Klondike Unfoiled Gummie Mug

Type 2 Characteristics• Innovative or cool, but notnecessarily useful or thought out• Short-lived with large initial interest• Capitalizes on trends *

* But gimmicks aren’t always bad...As long as you know why you’re doing them

Over a 1 year period, here are these apps’ rankings

Gummie Mug has 5x the search results of Klondike

The objective of these apps wasn’t toaccomplish a purchase, it was to raiseawareness

If gimmick = True, at least do it wellDon’t make users do Make something I Invest in designridiculous things. want to share

Mobile PSAThe days of putting your app in the app store and having it be an instant hit are over. CTAs on web Email In-store Training Videos PR Push Mobile ads Your Marketing Plan: Highly Coordinated Drafted WAY in advance of launch

Where is “The Gimmick” in the Maturity Model?

Type 3The Product

Chase Bank Sephora to Go

Type 3 Characteristics• Long-term investment• Requires long-term support• Concrete metrics for success• Extension or creation of new productor service *

*Just because it’s a product doesn’t mean it has to be boring gimmick + product = success

Pizza Hut took their core service and made it fun via gimmicks

Mobile is huge for Intuit, the companybehind TurboTax.With SnapTax they extended theirservice and had a slew of coverage thatcemented their place in mobile.

Where is “The Product” in the Maturity Model?

Now What?5 Steps to Create Value

1. Broaden your horizons... Workforce Enablement Inventory Management Point of Sale Business Intelligence Sales Training Marketing Security

2. Gather RequirementsGive all departments an index card toanswer “list a way mobile could better your role” An app Not all ideas will be good, or to help feasible network Focus on opportunity, not technology to tore duct n-s pro s i he ad e t iP at on str em

3. Set objectives Everything+ kitchen sink

4. Calculate cost of ownership Development Maintenance Hosting Marketing Hardware Content/API Updates Licensing

5. Don’t let technology get in the way of objectives

Mobile PSA Stop the QRaziness It doesn’t get good results Most marketers don’t use it right

Sam Gaddis, CMOmutualmobile.comTwitter: @mutualmobile Sam Gaddisbit.ly/mGimmicks

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No More Mobile Gimmicks

by Mutual Mobile on Oct 20, 2011

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