Mobile Apps - tactic or strategy?

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The deck I shared at the Digital Communications event in London on Friday

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Mobile Apps - tactic or strategy?

  1. 1. Apps – Tactic or Strategy?<br />Simon Andrews<br />
  2. 2. “Rapid Ramp of Mobile Internet usage will be a boon to consumers &some companies will likely win big (potentially very big)while many will wonder what just happened”<br />Mary Meeker – Morgan Stanley – April 2010<br />
  3. 3. Mobile to evolve like online?<br />“ OK we need a website ”<br />Millions<br />Online<br />2000 - 2005<br />1995 - 1999<br />2006 - 2009<br />
  4. 4. Mobile to evolve like online?<br />“ OK we need a website ”<br />“ We need traffic – lets advertise online ”<br />Millions<br />Online<br />2000 - 2005<br />1995 - 1999<br />2006 - 2009<br />
  5. 5. Mobile to evolve like online?<br />“ OK we need a website ”<br />“ We need traffic – lets advertise online ”<br />“ We need to be strategic about online ”<br />Millions<br />Online<br />2000 - 2005<br />1995 - 1999<br />2006 - 2009<br />
  6. 6. Businesses cannot riskbeing slow with mobile<br />“ OK we need a website”<br />“ We need traffic – lets advertise online”<br />“ We need to be strategic about online”<br />Millions<br />Online<br />400m+<br />Smartphones<br />2010<br />350m<br />Online<br />1999<br />2000 - 2005<br />1995 - 1999<br />2006 - 2009<br />
  7. 7. However….<br />Only 8% of Fortune 1000 businesses have a mobile strategy<br />
  8. 8. (2005)What we need is a viral<br />
  9. 9. (2010) What we need<br />is an iphone app<br />
  10. 10. Morgan Stanley believe each computing cycle is 10 times bigger than the last<br />So mobile web is potentially 10 times bigger than the PC internet<br />
  11. 11. “The new rule. Mobile First”<br />Eric Schmidt – Google<br />
  12. 12. “We found out that we were the largest [mobile company] in the world measured by revenue. So yes, you should look at Apple as a mobile device company,"<br />Tim Cook – COO Apple<br />
  13. 13. Facebook have 100mmobile users & talk of reaching billions…<br />
  14. 14. Comscore data shows that mobile is mass market<br />Higher on chart = more female<br />Further to right = older<br />Size of bubbles = # of users<br />Product: MobiLens<br />Data: Three month average ending January 10<br />Country: UK- N= 15,824<br />
  15. 15. http://www.flickr.com/photos/rhinman/<br />
  16. 16. http://en.wikipedia.org/wiki/App_Store<br />
  17. 17. And the rest…<br />Plus LG, Samsung, Vodafone and many others….<br />http://en.wikipedia.org/wiki/List_of_digital_distribution_platforms_for_mobile_devices<br />
  18. 18.
  19. 19. Operators are reacting to consumer demand<br />
  20. 20. Touch<br />Apps can be really rich experiences<br />Touch<br />Location<br />Eyes<br />Movement<br />Voice<br />Ears<br />
  21. 21. To the user these are all apps<br />
  22. 22. But not all of them are….<br />Bookmark<br />for web sites<br />
  23. 23. Our view<br />An app is the way to get content and services on a smartphone<br />Whether that is coded in Cocoa or HTML5 doesn’t matter<br />Whether its an app or browser or blended doesn’t matter<br />What matters is that the experience works – and ideally delights<br />
  24. 24. addictive ideas<br />Solving <br />Business<br />problems<br />by Solving <br />Customer<br />problems<br />Focused on mobile<br />Supported by other digital channels<br />
  25. 25. Smart brands go multi platform<br />
  26. 26. And integrate with online<br />
  27. 27. Everything you would expect<br />
  28. 28. And something you don’t<br />
  29. 29. Users demand a full service<br />
  30. 30. The idea of the fixed phone bemuses kids<br />
  31. 31. The idea of the fixed web will soon seem equally weird<br />The mobile web opens up new situations<br />for business to connect with their customers<br />
  32. 32. 5 things to remember<br />Think about mobile strategically<br />You must have a mobile friendly site/landing page<br />Is mobile search turned on or off?<br />Its not just about iPhone - but do iPhone first and optimise<br />Remember the browser and blend<br />& Consider whether you need expert advice <br />
  33. 33. Sign up for Mobile Fix<br />
  34. 34. www.addictivemobile.com<br />simon@addictivemobile.com<br />@addictivemobile<br />

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