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Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
Mobile Apps - tactic or strategy?
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Mobile Apps - tactic or strategy?

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The deck I presented at the Digital Communications conference in London today

The deck I presented at the Digital Communications conference in London today

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  • 1. Apps – Tactic or Strategy?<br />Simon Andrews<br />
  • 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. 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. 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. 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. 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. However….<br />Only 8% of Fortune 1000 businesses have a mobile strategy<br />
  • 8. (2005)What we need is a viral<br />
  • 9. (2010) What we need<br />is an iphone app<br />
  • 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. “The new rule. Mobile First”<br />Eric Schmidt – Google<br />
  • 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. Facebook have 100mmobile users & talk of reaching billions…<br />
  • 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. http://www.flickr.com/photos/rhinman/<br />
  • 16. http://en.wikipedia.org/wiki/App_Store<br />
  • 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.
  • 19. Operators are reacting to consumer demand<br />
  • 20. Touch<br />Apps can be really rich experiences<br />Touch<br />Location<br />Eyes<br />Movement<br />Voice<br />Ears<br />
  • 21. To the user these are all apps<br />
  • 22. But not all of them are….<br />Bookmark<br />for web sites<br />
  • 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. 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. Smart brands go multi platform<br />
  • 26. And integrate with online<br />
  • 27. Everything you would expect<br />
  • 28. And something you don’t<br />
  • 29. Users demand a full service<br />
  • 30. The idea of the fixed phone bemuses kids<br />
  • 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. 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. Sign up for Mobile Fix<br />
  • 34. www.addictivemobile.com<br />simon@addictivemobile.com<br />@addictivemobile<br />

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