1   Creating An App For That:   Choosing Your Mobile   StrategyMobile Marketing Strategies SummitDecember 7, 2011Chris Sil...
Mobile Is Increasingly Users’                         Preferred Computing Platform© 2011 Altimeter Group
3                 The cost, technology and utility of               smartphones drives their majority among               ...
4       Barriers To Mobile Adoption Come Crashing       Down                                          $.08                ...
5       Barriers To Mobile Adoption Come Crashing       Down                                                          $.08...
6       Barriers To Mobile Adoption Come Crashing       Down                                                            $....
7       Mobile interaction becomes deeper, more       ingrained    This was 37% in    May, 2011, and     40% in June,     ...
8       People can’t buy smartphones fast enough        iPhone 4s: 4M       devices in its first        weekend, bests    ...
9       Tablets are quickly following                                        Apple’s iPad sold at a                       ...
10               Shoppers Plan to Use Smartphones       Holiday will be a big test for mobile strategy as       device dep...
“Getting To Mobile” Isn’t A                                  Strategy© 2011 Altimeter Group
12       Mobile Strategy Takes One Of Three Paths                                   • Target: Buyers                      ...
13       For brands and retailers: look at the entire       buying experience© 2011 Altimeter Group
14© 2011 Altimeter Group
15       Enrich: Driving revenue through mobile       transactions© 2011 Altimeter Group
16       Customer facing apps, look at the entire       experience                                              Enrich© 20...
17       Enrichment done right, over 3M have paid with       Starbucks mobile app                                         ...
18       Enrichment done wrong, playing up the       limitations of mobile                                     Users must ...
19       Complexity of task increases complexity       of rollout, deepens ROI                                   Taking da...
20     Complexity and return mirror feature     depthComplexity                          Return© 2011 Altimeter Group
21     Complexity and return mirror feature     depthComplexity                         • Exploratory                     ...
22     Complexity and return mirror feature     depth                         • Interactive, multi channel                ...
23© 2011 Altimeter Group
24       Engage: Driving customer interaction via mobile       interaction© 2011 Altimeter Group
25       Customer facing apps, look at the entire       experience    Engage    Engage© 2011 Altimeter Group
26       Engagement done right: North Face utility app Snow       Report (and Trailhead) engage with its target           ...
27       Engagement done wrong: Longhorn Steakhouse puts       customers behind the grill, but not in the restaurant…     ...
Choosing A Winning Strategy© 2011 Altimeter Group
29       3 Paths To Mobile Strategy, WhichPlan Yours?       Smartphone and Tablet Shoppers Are       to Download Shopping ...
30       Enrich or Engage: choose your path© 2011 Altimeter Group
31       What is the endgame?        Choose the path you’re seeking to engage with         customers – enrich or engage  ...
32       Upcoming research: Altimeter app scorecard               Category     Sub Elements       Potential Score     Rank...
33       Upcoming research                         Santa’s Little Helpers: Mobile                         Retail Strategy ...
34THANK YOUChris SilvaIndustry Analyst, Mobilecsilva@altimetergroup.commakemobilework.comTwitter: 802dotchris             ...
35ABOUT USAltimeter Group is a research-based advisory firm that helpscompanies and industries leverage disruption to thei...
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Chris Silva, GSMI Mobile Marketing Strategies Keynote, 2011

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Keynote speech given at GSMI's Mobile Marketing Strategies Summit, December 7, 2011. Presented by Chris Silva, Industry Analyst Altimeter Group

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  • Image source: http://en.wikipedia.org/wiki/File:Android_robot.svgData source Nielsen, 2011 (http://dk.nielsen.com/site/documents/appconsumerbehaviourpatterns.pdf)
  • US Dime image source: http://www.flickr.com/photos/matthiasxc/3600981182/sizes/s/in/photostream/US Penny image source: http://www.flickr.com/photos/matthiasxc/3600131465/in/photostream/BlackBerry image, source: http://www.flickr.com/photos/digitpedia/4885412586/sizes/l/in/photostream/§ BlackBerry stat, source: http://en.wikipedia.org/wiki/BlackBerry_Curve#Curve_8900_Series, Earth image source: http://farm6.static.flickr.com/5228/5679642883_24a2e905e0.jpg
  • US Dime image source: http://www.flickr.com/photos/matthiasxc/3600981182/sizes/s/in/photostream/US Penny image source: http://www.flickr.com/photos/matthiasxc/3600131465/in/photostream/BlackBerry image, source: http://www.flickr.com/photos/digitpedia/4885412586/sizes/l/in/photostream/§ BlackBerry stat, source: http://en.wikipedia.org/wiki/BlackBerry_Curve#Curve_8900_Series, Earth image source: http://farm6.static.flickr.com/5228/5679642883_24a2e905e0.jpg
  • US Dime image source: http://www.flickr.com/photos/matthiasxc/3600981182/sizes/s/in/photostream/US Penny image source: http://www.flickr.com/photos/matthiasxc/3600131465/in/photostream/BlackBerry image, source: http://www.flickr.com/photos/digitpedia/4885412586/sizes/l/in/photostream/§ BlackBerry stat, source: http://en.wikipedia.org/wiki/BlackBerry_Curve#Curve_8900_Series, Earth image source: http://farm6.static.flickr.com/5228/5679642883_24a2e905e0.jpg
  • Image source: AP Images (http://www.businessinsider.com/iphone-4s-lines-2011-10)
  • Image source, MacLife: http://www.maclife.com/article/news/ipad_production_hits_25_million_month
  • Data source, Google/Thinkmobile (http://www.thinkwithgoogle.com/insights/library/studies/2011-holiday-consumer-intentions/)
  • We can help companies answer the three fundamental mobile questions:How do I respond now?What’s my strategy and business case now and in the future?What’s coming next/how can I be ready/what the next pivot point?
  • http://mashable.com/2011/03/23/starbucks-card-mobile-payments/http://mashable.com/2011/01/18/starbucks-mobile-payments/Starbucks Card Mobile [iTunes link] lets users add their Starbucks Cards, track rewards and reload cards as needed via PayPal or credit card. To pay with their phone, app users simply select “touch to pay” and hold up the barcode on their mobile device screen to the 2-D scanner at the register.Starbucks is using its own custom-built technology to enable the 2-D mobile barcode scans. The coffee retailer opted for barcode scanning over near field communication technology — which Google is exploring — because of its limited availability. The coffee retailer was reluctant to wait for a NFC ecosystem to develop when its customers have expressed interest in mobile payments now, according to Chuck Davidson, the category manager of innovation on the Starbucks Card team. “Once there are more users, we will adapt,” he says.In testing, Starbucks assessed the mobile payment option by measuring application speed, transaction speed and total customer wait time, says Brady Brewer, vice president of Starbucks Card and brand loyalty. In all instances, Starbucks Card Mobile was the fastest way for customers to pay.Starbucks is investing in mobile payments, an investment Davidson describes as modest in relation to expectations, because customers have requested the option and have shown a propensity to not only pay with Starbucks Cards — one in five transactions are made using a Starbucks Card — but frequently use their smartphones while waiting in line.
  • Image source: Lands End Collections iOS application.Other examples, H&M iPad application.
  • Image source: http://photos.appleinsider.com/scanSwipe.png
  • http://business.transworld.net/26458/features/the-north-faces-nate-bosshard-on-measuring-iphone-app-success/We went deeper with the information on each resort, added 24/48/72 hour reporting, added a global “top 10″ tab for people to see what spots are popping-off outside of their favorite resorts.Another feature we’re all super excited about is the addition of the global avalanche report. On the weather side we’ve partnered with Weather Underground and onthesnow.com as our main weather services. We found they deliver the most comprehensive weather reporting. We also made sure that it delivers for our global partners by setting up a metric-system default for people who download the application outside of the US.The biggest innovation for this new version; and a first in the world of apps, is the integration of Twitter as an enhancement to the reporting. We pulled in Twitter’s search API so users can see all conversations happening within Twitter about their favorite resorts without leaving the app. We even took it one step further and separated the conversation between the public and official resort Twitter streams. Users are also able to update their Twitter status from within the app and see what others are saying about their favorite resorts in real time.
  • SOURCE:http://www.forbes.com/2009/11/23/best-worst-apps-cmo-network-worst-apps_slide_2.htmlThis app is fun, but as a branded mobile app, is entirely useless for users to find out more information about Longhorn Steakhouse. The Atlanta-based restaurant chain rolled out this 3D app that puts customers behind the grill, flipping a Longhorn steak. Users can hear the meat sizzle as it flips, but there's nothing more to it. The app doesn't give information on steakhouse locations or a link back to the company's Web site, menu, Q&A, contact us, testimonials, community page, Nothing.Tags:#mobile#gamification#retail#longhornsteakhouse#jessica
  • Data Source: Google/thinkmobile (http://www.thinkwithgoogle.com/insights/library/studies/2011-holiday-consumer-intentions/)
  • Chris Silva, GSMI Mobile Marketing Strategies Keynote, 2011

    1. 1. 1 Creating An App For That: Choosing Your Mobile StrategyMobile Marketing Strategies SummitDecember 7, 2011Chris SilvaIndustry Analyst, Mobile
    2. 2. Mobile Is Increasingly Users’ Preferred Computing Platform© 2011 Altimeter Group
    3. 3. 3 The cost, technology and utility of smartphones drives their majority among mobile phones. The average Android device owner spends nearly 1.5 hours daily actively interacting with their handset.© 2011 Altimeter Group
    4. 4. 4 Barriers To Mobile Adoption Come Crashing Down $.08 $.14 Effective cost/MB Effective cost/MB Q1, 2011* Q1, 2010** Source: Nielsen** Source: Gartner*** Source: Pyramid Research© 2011 Altimeter Group
    5. 5. 5 Barriers To Mobile Adoption Come Crashing Down $.08 $.14 Effective cost/MB Effective cost/MB Q1, 2011* Q1, 2010* 1+GHz processor, 512MHz processor, dual core single core§* Source: Nielsen** Source: Gartner*** Source: Pyramid Research© 2011 Altimeter Group
    6. 6. 6 Barriers To Mobile Adoption Come Crashing Down $.08 $.14 Effective cost/MB Effective cost/MB Q1, 2011* Q1, 2010* 1+GHz processor, 512MHz processor, dual core single core§ 172M 1.5B Forecast Smartphone units smartphone sales, sold, 2009** 2011**** Source: Nielsen** Source: Gartner*** Source: Pyramid Research© 2011 Altimeter Group
    7. 7. 7 Mobile interaction becomes deeper, more ingrained This was 37% in May, 2011, and 40% in June, 2011© 2011 Altimeter Group
    8. 8. 8 People can’t buy smartphones fast enough iPhone 4s: 4M devices in its first weekend, bests Kinect as fastest selling device ever!© 2011 Altimeter Group
    9. 9. 9 Tablets are quickly following Apple’s iPad sold at a rate of 14.8/hr on Black Friday 2011. The pile – if stacked – would be measured in miles.© 2011 Altimeter Group
    10. 10. 10 Shoppers Plan to Use Smartphones Holiday will be a big test for mobile strategy as device dependency increases Compare Prices to Locate Stores, Products and 55% Will use GPS/location features on some/most shopping trips 47% Will use smartphones to compare prices Almost half of holiday shoppers in 2011 will be 42% looking for last minute stores and giftsnearest store Will search for via mobile, basedyoucurrent location will on be there? Source:. Google & Ipsos OTX Consumer Intentions Survey for Holiday 2011 23 (Q23a). In which of the following ways, if any, do you plan to use your mobile device(s) to do your shopping this Holiday Season?© 2011 Altimeter Group
    11. 11. “Getting To Mobile” Isn’t A Strategy© 2011 Altimeter Group
    12. 12. 12 Mobile Strategy Takes One Of Three Paths • Target: Buyers • Goal: Drive revenue and transactions Enrich • KPIs: Registered Users, Average Purchase • Target: Shoppers, New Contacts Engage • Goal: Drive brand affinity, consideration • KPIs: Engagement, amplification, goodwill • Target: Internal constituents and trusted partners Entrust • Goal: Secure use of information on mobile • KPIs: Productivity gains relative to function© 2011 Altimeter Group
    13. 13. 13 For brands and retailers: look at the entire buying experience© 2011 Altimeter Group
    14. 14. 14© 2011 Altimeter Group
    15. 15. 15 Enrich: Driving revenue through mobile transactions© 2011 Altimeter Group
    16. 16. 16 Customer facing apps, look at the entire experience Enrich© 2011 Altimeter Group
    17. 17. 17 Enrichment done right, over 3M have paid with Starbucks mobile app The mobile card program was tested in 2009, and found to be the fastest way for customers to pay. It’s available at 9000 stores. Customers purchase credit via PayPal or credit card.© 2011 Altimeter Group
    18. 18. 18 Enrichment done wrong, playing up the limitations of mobile Users must download all catalog content, a situation exacerbated when relying on a carrier network vs. wifi© 2011 Altimeter Group
    19. 19. 19 Complexity of task increases complexity of rollout, deepens ROI Taking data like credit card info from the field introduces more complexity and security requirements for the mobile device, how it is managed and how information is transacted.© 2011 Altimeter Group
    20. 20. 20 Complexity and return mirror feature depthComplexity Return© 2011 Altimeter Group
    21. 21. 21 Complexity and return mirror feature depthComplexity • Exploratory • Existing content • Non transactional Return© 2011 Altimeter Group
    22. 22. 22 Complexity and return mirror feature depth • Interactive, multi channel • Heavily transactional • New content Complexity Return© 2011 Altimeter Group
    23. 23. 23© 2011 Altimeter Group
    24. 24. 24 Engage: Driving customer interaction via mobile interaction© 2011 Altimeter Group
    25. 25. 25 Customer facing apps, look at the entire experience Engage Engage© 2011 Altimeter Group
    26. 26. 26 Engagement done right: North Face utility app Snow Report (and Trailhead) engage with its target Snow Report users view weather and snow updates, as well as tweets from and about their favorite resorts.© 2011 Altimeter Group
    27. 27. 27 Engagement done wrong: Longhorn Steakhouse puts customers behind the grill, but not in the restaurant… Users can flip a steak to their desired temperature, and hear it sizzle! … but they won’t find restaurant locations, links to the company website, menus, Q&A, contact us, etc.© 2011 Altimeter Group
    28. 28. Choosing A Winning Strategy© 2011 Altimeter Group
    29. 29. 29 3 Paths To Mobile Strategy, WhichPlan Yours? Smartphone and Tablet Shoppers Are to Download Shopping Apps This Year 52% 42% of Tablet users are Very/Extremely Likely of Mobile Device users are Very/Extremely to DL a shopping App this year Likely to DL a shopping App this year Source:. Google & Ipsos OTX Consumer Intentions Survey for Holiday 2011 Base: Likely to use tablet/smartphone for Holiday Shopping (n= 599 ) (Q25). And, how likely are you to download or use an “app” (application) to do your Holiday Shopping this Season? 25© 2011 Altimeter Group
    30. 30. 30 Enrich or Engage: choose your path© 2011 Altimeter Group
    31. 31. 31 What is the endgame?  Choose the path you’re seeking to engage with customers – enrich or engage • Develop a go-to-market based around user interaction and addressing user pain; • Develop metrics that match those interaction/pain points, number of downloads is irrelevant; • Understand the areas of impact for your business, establish a baseline and look at app-unique behaviors.  Iterate and expand • iOS, while popular, is not the only game in town by far • Cross-disciplinary teams make winning strategies© 2011 Altimeter Group
    32. 32. 32 Upcoming research: Altimeter app scorecard Category Sub Elements Potential Score Ranking* Application Platform and 35 points Average device support, Features localization, score: 9.06 inbound media, multimedia, social Application Future feature 25 points Average support, future Strategy platform support, score: 6.05 application development iteration Application Registered users, 15 points Average net new revenue, Impact cost of score: development N/A * Averages reflect some incomplete information due to NDA© 2011 Altimeter Group
    33. 33. 33 Upcoming research Santa’s Little Helpers: Mobile Retail Strategy For Holiday 2011 Publishing December, 2011 Entrust: Finding Partners For B2B Mobile Success Publishing March, 2012© 2011 Altimeter Group
    34. 34. 34THANK YOUChris SilvaIndustry Analyst, Mobilecsilva@altimetergroup.commakemobilework.comTwitter: 802dotchris Get my research on my blog:
    35. 35. 35ABOUT USAltimeter Group is a research-based advisory firm that helpscompanies and industries leverage disruption to their advantage.Visit us at http://www.altimetergroup.com or contactinfo@altimetergroup.com.

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