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Going mobile practical guide share2

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Transcript

  • 1.
    • Going Mobile: A Practical Guide In this webcast Peter Barclay, co-founder of Vaya Mobile gives practical advice on…
      • The mobile landscape      
      • Mobile apps vs. mobile web          
      • The key steps to mobile development
      • How to approach mobile strategy
    •    
  • 2. Peter Barclay Managing Director www.vayamobile.com Practical Guide to Implementing Mobile
  • 3. Why mobile is so interesting..
    • “ Almost 10 percent of opening weekend ticket sales (for Avatar) were via mobile”
    • “ Almost 1.5M items bought and sold on eBay mobile over this holiday”
    • Smartphone U.S. Market Share Reaches 17%
    • Mobile web grew 3.16% to 66.9 million users in October.
    • Average monthly page views per user is 113 and average session time is 5:02 minutes
    • Mobile video is growing with 15.7M Americans viewing videos in Q3.
    Mobile web is today where the internet was in the late 90’s, BUT growing exponentially faster Source: Mobile Marketer, Forrester, Millennial, Nielsen Source: Nielsen
  • 4. Mobile phones are for more than texting Source: Nielsen One in four new phones is a smart phone
  • 5. Mobile advertising is just beginning
    • Mobile advertising will grow rapidly over the next few years
    • The distribution of the advertising $$ is expected to change over time from messaging to search and display
  • 6. Agenda
    • The mobile ecosystem
    • Mobile Apps vs. Mobile Web
    • What can you do on mobile?
    • Mobile development process 
    • What does the future hold
    • Q&A
  • 7. The Mobile Eco System AT&T, Verizon, Sprint, T-Mobile Publishers, Bloggers, Companies Mobile Publishing tools - free and premium Retailers, Box and Online Stores Brands, Ad-Networks Ad Agencies, Designers, Web Developers Apple, Nokia, Samsung, LG, Motorola, Sony Ericsson, RIM Consumer
  • 8.
    • Applications
    • Downloaded to your phone via iTunes or similar application stores
    • Deeper integration with the phones functions, such as GPS, phone, address book, camera, accelerometer, etc.
    • Quick response time
    • Experience is customized to your device
    • No need to be online to function
    • Development costs can be high
    • Need to consider updates and version control
    • Mobile Web
    • Available to any mobile phone with a web browser
    • Customer experience is determined by the browser
    • Real time information and updates, no need to sync for updates
    • Limited access to phone functions
    • Response time is determined by internet connection
    Mobile Apps Mobile Web How you plan to use mobile determines which mobile channel to use
  • 9. What can you do on mobile?
    • You are only limited by what you can imagine
  • 10. To be successful…
    • The most successful applications are those that focus on:
    • Immediacy
    • Relevancy
    • Functionality
    • The real limitation is how you develop the experience.
    • Screen size, response time, and page size are key considerations
  • 11. Mobile web development process Mobile Concept & Definition Define and outline the main concepts and create plan for further design & implementation Mobile Design & Requirements Outline detailed designs & requirements each component . Identify integration points to other systems & areas Mobile Development & Implementation Development of concept and service implementation for production Mobile Maintenance Site & content maintenance Performance reporting & analysis Service usage reporting & analysis Mobile Strategy & Business Goals Definition Define Mobile Strategy and Goals. Prioritize areas for mobilization & set time tables and initial budgets. Business - Content - Technology
  • 12. Developing a Mobile Strategy Mobile Strategy & Business Goals Definition Define Mobile Strategy and Goals. Prioritize areas for mobilization & set time tables and initial budgets. From the mobile vision, measurable financial and strategic objectives are defined. Understand current market situation and conduct internal SWOT Identify and set specific goals, with financials, for mobile to meet overall vision and objectives Prioritize mobile opportunities and develop a comprehensive roadmap that includes a financial overview Develop a Mobile Vision and Objectives Market Research and Internal Analysis Define specific mobile goals Prioritize areas and develop mobile road map
  • 13. Developing a Mobile Site
    • Concept and definition:
      • Outline the mobile experience, including content map and integration needs
      • Wire frame all screens and review user flow
    • Design and Requirements:
      • Develop user experience requirements including site measurements
      • Customer usability and feedback
    Complete understanding and agreement of the mobile experience with key stakeholders prior to development is critical for success Concept & Definition Design & Requirements Development & Implementation
    • Development and Implementation
      • Identify mobile publishing partners
      • Initiate mobile development
      • User testing
      • Launch
    • Maintenance
      • Monitor usage and adjust
    Maintenance
  • 14. What does the future hold…
    • More applications
    • Faster access – 4G+
    • More video
    • More devices/form factors (e.g., iPad)
    • Recent headlines:
    • Google introduces Nexus One and changes the smartphone market
    • Google and Apple purchases Admob and Quattro mobile ad networks
    • Android continues to grow as new devices are being introduced
    • Over 100,000 iPhone apps – an app for just about anything
    The mobile space does not stand still and it will continue to evolve…quickly
  • 15. Key takeaways …
    • Set a vision for mobile that is aligned with your company’s vision
    • Carefully plan what content and applications you want to expose in the mobile channel – approach it from a user’s perspective
    • Your content and application determines which mobile channel, app vs. web, is more effective
    • Check for buy-in from content owners and users throughout development process
    • Marketing is crucial (mobile web and app stores are, merely, distribution)
    • Mobile is an evolving platform
  • 16. Questions
    • Thank You
    Peter Barclay Managing Director www.vayamobile.com [email_address] 202-445-7177