5 AREAS OF OPPORTUNITY IN
MOBILE SPACE
Deborah Hall, Managing Director
web2mobile
Warm-up
• Mobile is the “glue for all we do” ESPN
• “Is a mobile app right for your business?”
                           ...
Mobile Statistics
• Factors at Play
  – Data plans becoming more reasonable
  – Increase in number of smartphones therefor...
Mobile Statistics
• Specifically
  – More users checking directions, email, browsing
    on device
  – Change in behaviour...
Smartphones.. a summary..
The Rise of the Mobile Data Consumer
• Convergence!
What is your mobile strategy?

      5 Areas of Discussion &
         Consideration.....
Menu
Opportunity 1:   UGC & Social Networks
Opportunity 2:   Mobile as a Channel
Opportunity 3:   Mobile Applications
Oppo...
Opportunity 1: UGC // Social Networks

• Fuel mobile access
• Next Generation Email / Network
• Result: Enormous traffic a...
Opportunity 1: UGC & Social
        Networks

    Social Media Revolution
      Source: @equalman
Menu
Opportunity 1:   UGC & Social Networks
Opportunity 2:   Mobile as a Channel
Opportunity 3:   Mobile Applications
Oppo...
Opportunity 2: Mobile as a Channel
• Usability
• Needs & wants of users are different
  – More distractions
  – Quicker fi...
Opportunity 2: Mobile as a Channel
• What does your site look like on a mobile
  device?
Opportunity 2: Mobile as a Channel
• Opinion: Not an exercise in scraping websites
  for content & post to mobile
• No pat...
Opportunity 2: Mobile as a Channel
• Tools:
Opportunity 2: Mobile as a Channel
                      Get depth of data:
                       Device type/manufactur...
Deep Dive: Analytics
Menu
Opportunity 1: UGC & Social Networks
Opportunity 2: Mobile as a Channel
Opportunity 3: Mobile Applications
Opportunity 3: Mobile Applications
• Reason 1 – Another property! Just like
  building a website was a new property that
 ...
Opportunity 3: Mobile Applications
• Take insights from your mobile site to make an
  informed decision
• Do your own rese...
Who is downloading apps?
Why iPhone?




• Source: GigaOM/AdMOB
Discoverability?
Opportunity 2: Mobile Applications
• Case Study: Pandora App for Android
• 65K register for Pandora account each day
• 45K...
Menu
Opportunity 1:   UGC & Social Networks
Opportunity 2:   Mobile as a Channel
Opportunity 3:   Mobile Applications
Oppo...
Menu
Opportunity 1:   UGC & Social Networks
Opportunity 2:   Mobile as a Channel
Opportunity 3:   Mobile Applications
Oppo...
Opportunity 4: Mobile Video
• 400% month over month
• Formats/conversions/challenges
Opportunity 4: Mobile Video
• “It’s all iPhone” Brightcove CEO
• Owners of video rights, wifi access points
Menu
Opportunity 1:   UGC & Social Networks
Opportunity 2:   Mobile as a Channel
Opportunity 3:   Mobile Applications
Oppo...
Opportunity 5: Search & SMS
• More feature phone users need search due to
  usability
• Make it easy!
Opportunity 5: Search & SMS
Opportunity 5: Search & SMS
• Even more important for impatient mobile
  users
• Search works differently in mobile
Opportunity 5: Search & SMS
Mobile SEO best practices
• Use 100% valid XHTML 1.0 code
• Follow accessibility best practice...
Opportunity 5: Search
Opportunity 5: SMS marketing
• Still remains very useful marketing engine to
  tie together parts of ecosystem
• Push & pu...
Thank you!
      Questions?
Deborah Hall (web2mobile.ca)
      @web2mobile
www.linkedin.com/in/debhall
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5 Areasof Consideration W2 M

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This presentation was given September 14th, 2009 in Toronto at the FITC mobile conference.

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Transcript of "5 Areasof Consideration W2 M"

  1. 1. 5 AREAS OF OPPORTUNITY IN MOBILE SPACE Deborah Hall, Managing Director web2mobile
  2. 2. Warm-up • Mobile is the “glue for all we do” ESPN • “Is a mobile app right for your business?” Tim Cascio • “Madison, we have lift-off!“ The Economist June 2009 • Number of mobile ads delivered worldwide tripled to 4.5 billion in the last 12 months • “Mobile marketing is more than the iPhone” Joe Lewi March 2009
  3. 3. Mobile Statistics • Factors at Play – Data plans becoming more reasonable – Increase in number of smartphones therefore mobile browsing – More smartphone platforms & reasonable prices
  4. 4. Mobile Statistics • Specifically – More users checking directions, email, browsing on device – Change in behaviours, WIFI connectivity
  5. 5. Smartphones.. a summary..
  6. 6. The Rise of the Mobile Data Consumer • Convergence!
  7. 7. What is your mobile strategy? 5 Areas of Discussion & Consideration.....
  8. 8. Menu Opportunity 1: UGC & Social Networks Opportunity 2: Mobile as a Channel Opportunity 3: Mobile Applications Opportunity 4: Video Opportunity 5: Search & SMS
  9. 9. Opportunity 1: UGC // Social Networks • Fuel mobile access • Next Generation Email / Network • Result: Enormous traffic and connectivity
  10. 10. Opportunity 1: UGC & Social Networks Social Media Revolution Source: @equalman
  11. 11. Menu Opportunity 1: UGC & Social Networks Opportunity 2: Mobile as a Channel Opportunity 3: Mobile Applications Opportunity 4: Video Opportunity 5: Search & SMS
  12. 12. Opportunity 2: Mobile as a Channel • Usability • Needs & wants of users are different – More distractions – Quicker fix / calls to action / click to call etc. • What does your site look like on a mobile device?
  13. 13. Opportunity 2: Mobile as a Channel • What does your site look like on a mobile device?
  14. 14. Opportunity 2: Mobile as a Channel • Opinion: Not an exercise in scraping websites for content & post to mobile • No patience! • Advertising units • Analytics
  15. 15. Opportunity 2: Mobile as a Channel • Tools:
  16. 16. Opportunity 2: Mobile as a Channel Get depth of data:  Device type/manufacturer • Tools:  Operator  Country
  17. 17. Deep Dive: Analytics
  18. 18. Menu Opportunity 1: UGC & Social Networks Opportunity 2: Mobile as a Channel Opportunity 3: Mobile Applications
  19. 19. Opportunity 3: Mobile Applications • Reason 1 – Another property! Just like building a website was a new property that added to marketing toolkit, mobile websites and applications are the same! • Take advantage of native features of device • Pick a platform – how? • How about AR – check this out..
  20. 20. Opportunity 3: Mobile Applications • Take insights from your mobile site to make an informed decision • Do your own research! • It’s about YOUR customers and who is coming to you on RIM/Apple/Nokia/Palm/Android and customize for them • Android is gaining – more handsets, more growth!
  21. 21. Who is downloading apps?
  22. 22. Why iPhone? • Source: GigaOM/AdMOB
  23. 23. Discoverability?
  24. 24. Opportunity 2: Mobile Applications • Case Study: Pandora App for Android • 65K register for Pandora account each day • 45K do so on mobile phones (75% new to Pandora) • “I’m beginning to think that our future is going to be MORE mobile-centric than I had even thought, and sooner” • Mobile users click on ads 2X as often as they do on PC
  25. 25. Menu Opportunity 1: UGC & Social Networks Opportunity 2: Mobile as a Channel Opportunity 3: Mobile Applications Opportunity 4: Video Opportunity 5: Search & SMS
  26. 26. Menu Opportunity 1: UGC & Social Networks Opportunity 2: Mobile as a Channel Opportunity 3: Mobile Applications Opportunity 4: Video
  27. 27. Opportunity 4: Mobile Video • 400% month over month • Formats/conversions/challenges
  28. 28. Opportunity 4: Mobile Video • “It’s all iPhone” Brightcove CEO • Owners of video rights, wifi access points
  29. 29. Menu Opportunity 1: UGC & Social Networks Opportunity 2: Mobile as a Channel Opportunity 3: Mobile Applications Opportunity 4: Video Opportunity 5: Search & SMS
  30. 30. Opportunity 5: Search & SMS • More feature phone users need search due to usability • Make it easy!
  31. 31. Opportunity 5: Search & SMS
  32. 32. Opportunity 5: Search & SMS • Even more important for impatient mobile users • Search works differently in mobile
  33. 33. Opportunity 5: Search & SMS Mobile SEO best practices • Use 100% valid XHTML 1.0 code • Follow accessibility best practices • Follow traditional on-site SEO best practices Source: Mobile Search Marketing Blog
  34. 34. Opportunity 5: Search
  35. 35. Opportunity 5: SMS marketing • Still remains very useful marketing engine to tie together parts of ecosystem • Push & pull content • Allows for great tracking of various media activities • Works on all devices
  36. 36. Thank you! Questions? Deborah Hall (web2mobile.ca) @web2mobile www.linkedin.com/in/debhall

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