Mobile Internet<br />Powered by <br />Webinar:<br />Lifting the Lid on Mobile<br />
Mobile Web - <br />Conflicting Perspectives<br />mobile<br />Internet<br />Media<br />
Market Influences <br />Media<br />Mobile<br />Social Media<br />Social, Technical & Commercial Convergence<br />Internet<...
“We can already do mobile” ?!<br />
Conflicting Industry Agendas<br />Agencies<br />Mobile Co’s<br />Revenuegeneration<br />Selling data<br />Selling phones<b...
Mobile Web - <br />Different Technical Approaches<br />
Different Approaches<br />The new generation of rapid device aware Application Development Environments are built for the ...
Growing Platform Base<br />
Keeping Pace – Handset Models<br />iPhone<br />HTC<br />Blackberry<br />Models<br />Models<br />Models<br />
Keeping Pace – Handset Evolution<br />Blackberry<br />Pearl<br />Bold<br />Torch<br />Curve<br />OS version<br />Javascrip...
Rapid Speed of Change<br />Global Handset Manufacturer Share<br />July 2010<br />January 2011<br />
Wider Technology Landscape<br />Hybrid Electric Vehicles<br />Games Consoles<br />Internet TV<br />Feature Phones<br />Sma...
Fantasy or Reality?<br />The new ‘Expiria Play’ from Sony Ericsson – aka “the PlayStation Phone<br />
Constantly Evolving Device Landscape<br />
Apps – Part of the Evolution<br /><ul><li>Simple development platform
High Commercial appeal
Well supported by the handset manufacturers
Revenue generating
Simple to use
Fun
Engaging</li></li></ul><li>App Landscape Becoming Complex<br />Native Apps<br />Browser Based<br /><ul><li>Apple App Store
Android Market
BlackBerry App World
Ovi Store – Nokia
PlayNow arena – Sony Ericsson
Windows Marketplace
WAC -  operator consortium
AppUp – Intel
Frigo– Telefonioca
Samsung Application Store</li></li></ul><li>Making Your App Count<br />Tom Fishbourne<br />
Getting Your App Seen<br /><ul><li>350,000 Apple Apps
88,000 Android Apps (Google say 150,000)
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Webinar - Mobile, choosing the correct channel

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Part of the bemoko/Alterian "Lifting the lid on mobile" series

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  • Most exciting time in mobileNew era of Web – Mobile webThe tipping is here – mobile browsing will exceed PC browsing within 12 monthsYou don’t see an advert for a phone saying how good at calls it is – It’s all web! And browsing -
  • Evolution old industries converging Maximise revenueUnpredictable due to multiple influencesMedia companies have effect – Nokia and XFaxtorConsumers massive effect – speed due to low cost of ownership – PC versus a mobileMaximise revenue in a new landscape - Very different landscapemultiple channels more organic and therefore unpredictableMedia and content providers influence Nokia X Factor in connection with Carphone warehouseConsumers have influence cost of ownership –PC VCR
  • Thousands of devices100’ds of TabletsThey can’t really do “mobile” just a tiny partLetting down their customers – they expect their phone to work Not their fault
  • Risk on 4 products – alienate much of your customersTV campaigns don’t only run on LG!Miss 95 % marketThe bigger risk is the speed of change and variety of different devices – out of our control.
  • Looking at the mobile landscape - on the surface it seems pretty simple
  • When you start to drill down you see the growing challenge especially for developersUsing methods adopted for PC web – IE 6, 7, Fire fox and Chrome – will simply not work – We are in a new era of the internet!So tapping into specialist software platforms is the fastest way to ensure resilience to this ever growing challenge
  • Pace of change is fast is also a huge challenge – Technology base your strategy on could all be different in 6 monthsMarket can change in the time it takes to deliver a campaignAnd that’s just handsets!
  • In addition to handsets…Most things we use now are connected – even cars! Need a delivery platform that deals with all mobile technologyBecause we don’t know what’s coming next
  • If a year ago someone had predicted a PlayStation Phone?It’s almost impossible to predict future device trends – anything could be around the corner!
  • We love apps – they have kicks started the industry and growth of interactive mobileApps are filling a gap for Brands to deliver their content – They are the bridging technologyProvided the simple layer for mobile engagementthis simple platform will unfortunately become more complex.
  • Fragmented App MarketDilutedDo you have the resources to deliver an app across all platforms?If not which on will you pickThe days of doing an iPhone App and it being a success are becoming increasingly distant
  • If you are going to then it has to stand alone –take your brand outThe Snow Report from North Face is a good example - the App stands on it’s own Unfortunately it’s only available on iPhoneLaunching an app for your brand is less like launching a campaign than launching a new product.
  • The Android Market is growing at three times the rate of Apple&apos;s App StoreThe number of Android Market apps increased about 127 %If apps continue to be developed for each platform at this same rate, the Android Market will have more apps than the Apple App Store by mid-2012So it is going to get harder to get noticed in the sea of stand-alone apps out there.
  • The other thing to consider is that Apps are really public! and if not thought through can work against you!We also need to consider that they are publically rated! And let’s face it, we all prefer a poor story to a good one!
  • Even the experts can get it very wrong!This example is pretty poor when you consider the audienceThese are not edited! We have not removed any good comments! There were none!
  • Cost of managing growing!
  • Apps have influenced a change in the language that we useCustomers now associate a website with a PC and an App with a mobile The term Web App is creeping in to our language A mobile website to you and me – but one that is well designed and gives a perfect user experienceWeb Apps are set to be the next wave in mobile growth for Brands
  • We can deliver value added engaging experiences to all our customers, not just those with an iPhone.So the problem of being forced down a particular route goes way
  • How many of you have tried booking a cinema ticket on a mobileUser experience is paramount – regardless of the technology!
  • Marketers and technical people need to get closerCustomer experience is directly effected by poorly developed sites
  • Delivering to increased channels big challenge.We’re silo’d SMS e-mail etc.
  • Introduce platforms, that encompass, multi channel functionality to cope with the changing technology landscape is the only way aheadShould be made of a combination of “Content Management technologies” plus “channel specific content delivery platforms”
  • Alterian and bemoko technology partnership Delivering operational efficiencies due to centralized managementHelping with a consistent brand experience (branding, messaging)Delivery of both optimized web and email experience to all sorts of devices
  • Webinar - Mobile, choosing the correct channel

    1. 1. Mobile Internet<br />Powered by <br />Webinar:<br />Lifting the Lid on Mobile<br />
    2. 2. Mobile Web - <br />Conflicting Perspectives<br />mobile<br />Internet<br />Media<br />
    3. 3. Market Influences <br />Media<br />Mobile<br />Social Media<br />Social, Technical & Commercial Convergence<br />Internet<br />Advertising<br />Software<br />Entertainment<br />Retail<br />
    4. 4. “We can already do mobile” ?!<br />
    5. 5. Conflicting Industry Agendas<br />Agencies<br />Mobile Co’s<br />Revenuegeneration<br />Selling data<br />Selling phones<br />Increasing creative spend<br />Client lock-in<br />New channel<br />Brands<br />Consumers<br />Media and Content<br />Cheap<br />Fast <br />Easy<br />Advertising revenues<br />Sales Channel<br />Subscription<br />
    6. 6. Mobile Web - <br />Different Technical Approaches<br />
    7. 7. Different Approaches<br />The new generation of rapid device aware Application Development Environments are built for the mobilised future of the Web<br />
    8. 8. Growing Platform Base<br />
    9. 9. Keeping Pace – Handset Models<br />iPhone<br />HTC<br />Blackberry<br />Models<br />Models<br />Models<br />
    10. 10. Keeping Pace – Handset Evolution<br />Blackberry<br />Pearl<br />Bold<br />Torch<br />Curve<br />OS version<br />Javascript Support<br />CSS support<br />screen size versions<br />video support <br />
    11. 11. Rapid Speed of Change<br />Global Handset Manufacturer Share<br />July 2010<br />January 2011<br />
    12. 12. Wider Technology Landscape<br />Hybrid Electric Vehicles<br />Games Consoles<br />Internet TV<br />Feature Phones<br />Smart Phones<br />Tablets<br />Electronic Signage<br />Kiosks<br />Home appliances<br />In Car entertainment<br />Internet TV<br />cameras<br />PC’s<br />Medical devices<br />Net books<br />e books<br />
    13. 13. Fantasy or Reality?<br />The new ‘Expiria Play’ from Sony Ericsson – aka “the PlayStation Phone<br />
    14. 14. Constantly Evolving Device Landscape<br />
    15. 15. Apps – Part of the Evolution<br /><ul><li>Simple development platform
    16. 16. High Commercial appeal
    17. 17. Well supported by the handset manufacturers
    18. 18. Revenue generating
    19. 19. Simple to use
    20. 20. Fun
    21. 21. Engaging</li></li></ul><li>App Landscape Becoming Complex<br />Native Apps<br />Browser Based<br /><ul><li>Apple App Store
    22. 22. Android Market
    23. 23. BlackBerry App World
    24. 24. Ovi Store – Nokia
    25. 25. PlayNow arena – Sony Ericsson
    26. 26. Windows Marketplace
    27. 27. WAC - operator consortium
    28. 28. AppUp – Intel
    29. 29. Frigo– Telefonioca
    30. 30. Samsung Application Store</li></li></ul><li>Making Your App Count<br />Tom Fishbourne<br />
    31. 31. Getting Your App Seen<br /><ul><li>350,000 Apple Apps
    32. 32. 88,000 Android Apps (Google say 150,000)
    33. 33. Android will have more apps than Apple by mid 1012
    34. 34. 9.9 billion Apple App downloads and counting</li></li></ul><li>Apps Reputational Risk<br />Leading UK High Street Retail Brand<br />Public comments taken from the App store:<br />“Competent at what it does but that's not much”<br />“Pretty useless but at least they have an app unlike competitors”<br />“You can’t use this app to shop”<br />“Only had this App for a month before deleting”<br />
    35. 35. Even the experts can get it wrong!<br />“Laughable effort. Can't believe someone at the GSMA thought this would be any good”<br />“Dire! If there was a 2011 turkey prize, this would be it”<br />“Totally useless, just like the dead wifi and the arrogant staff at the site”<br />“Rubbish app. Was expecting much more from MWC as industry body and organisers ”<br />“What a useless piece of software... tried to use it twice, gave up. The paper map is more interactive”<br />“Absolutely pathetic. Lame excuse for an app”<br />“what kind of amateur app is this?”<br />“What a pitiful application! The developer must have never seen an Android device”<br />
    36. 36. App Security Risk <br /><ul><li>Apps are software!
    37. 37. Only as good as the developer
    38. 38. Access on-board hardware
    39. 39. Access on-board files
    40. 40. Malware
    41. 41. Spyware
    42. 42. Data leakage
    43. 43. ££££ Data download </li></li></ul><li>Web Apps – Next Generation<br />Web App or Native App?<br />
    44. 44. Web Apps – Next Generation<br /><ul><li>Fully featured Apps delivered using the browser
    45. 45. One version for all mobiles - over 12,000 device types
    46. 46. Instantly available – no need to download
    47. 47. Available from the Brand’s own site
    48. 48. Faster and cheaper to develop
    49. 49. Easy to update and maintain
    50. 50. Integration into CMS and external content
    51. 51. Easy to share
    52. 52. Detailed analytics
    53. 53. Integrates and augments native Apps</li></li></ul><li>Delivering a Good User Experience<br /><ul><li>Think customer out
    54. 54. Expectation
    55. 55. Device Aware
    56. 56. Logical Content for Mobile
    57. 57. Speed download
    58. 58. Cost - tariff
    59. 59. Clicks
    60. 60. Fingers and thumbs
    61. 61. Brand</li></li></ul><li>Optimised for Mobile<br /><ul><li>Device compatibility
    62. 62. Optimized Markup
    63. 63. White space removal
    64. 64. CSS compression
    65. 65. Java script compression
    66. 66. Style sheet requests
    67. 67. Page Weight
    68. 68. Markup quality
    69. 69. Use of progressive enhancement
    70. 70. Image sizes
    71. 71. Page load time – single and under load</li></li></ul><li>Consistent Experience<br />
    72. 72. Managing Consistent Brand Experience<br />Communication<br />mobile<br />Social Media<br />internet<br />IIP TV<br />e-mail<br />Apps<br />
    73. 73. Technology Management<br />Communication<br />Agnostic Technology Layer<br />mobile<br />Social Media<br />internet<br />IIP TV<br />e-mail<br />New tech<br />Apps<br />
    74. 74. Technology Management<br />Communication<br />+<br />mobile<br />Social Media<br />internet<br />IIP TV<br />e-mail<br />New tech<br />Apps<br />
    75. 75. Alterian and bemoko Joint Solution<br />
    76. 76. Summary<br /><ul><li>Market Influencers
    77. 77. Risks of relying on a single Technology
    78. 78. The Pace Of Change
    79. 79. Handset Diversity
    80. 80. The Wider Mobile Technology Pipeline
    81. 81. The Evolving App Landscape
    82. 82. Considerations For Improving User Experience
    83. 83. The need to use a different Approach</li></li></ul><li>Questions:<br />Next sessions - From the Perspective of Mobile<br />Direct Marketing: Tuesday 12th April @10am UK <br />Device Technology: Monday 9th May @10am UK <br />E-commerce: Tuesday 14th June @ 10am UK <br />Social Media: Tuesday 12th July @ 10am UK <br />www.bemoko.com<br />www.alterian.com<br />
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