Beyond the 24/7 Marina:Marketing in a Digital Age                       Cam Collins                President and CEO      ...
Topics•   Why mobile?•   State of Mobile Adoption•   Mobile Strategies and Considerations•   Native vs Mobile Web Apps•   ...
6 billion mobilesubscribers worldwide
Mobile web users
Text messages sent in 2011
Source: IDC
Android #1 smartphone  operating system
• Apple makes 10X on their hardware compared to   Google • Apps are more popular than mobile webhttp://www.forbes.com/site...
Source: IDC
So what?Mobile Strategies and Considerations
• Business Drivers• Customer interaction• Supplier interaction• Technology Drivers
Portability Humans are “mobile”Computers are “portable”
CollaborationShare information with your customers       at a more personal level
Visibility      Access to data  across multiple sourcesSimple, elegant and intuitive
Native vs Mobile Web
Case Studies• Boat Cloud• Chaparral Boats• LaunchTracker• Simple Slip• TheWayPoint
http://boatcloud.com
http://jestercom.com
http://dockmaster.com
http://simpleslip.com
Sample app   Service request
The Waypoint Nautical Almanac           http://thewaypoint.com
Thank you!!cam@exumatech.comwww.exumatech.com
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
Beyond the 24/7 Marina
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Beyond the 24/7 Marina

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Why are mobile technologies important and why are they changing how we interact with customers and co-workers?

This is a presentation I gave to 50+ professionals in the marina industry whereby I provide examples of just how rapidly mobile technologies are being adopted. I then provide some ideas on how managers and small business owners should plan strategies for marketing and managing in an ever growing mobile world.

I also give some basic examples of native vs mobile web apps, and finally I provide case studies on apps or mobile sites that are being used in the marine industry in North America.




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  • Show of hands of who saw us speak last year How many people have a smartphone (can search the web) How many people have a tablet
  • So what types of
  • Portability – our devices are now portable so we need to develop applications that are designed for this new way of interacting. This is different than mobile. Humans are mobile and they always have been. Its the fact that powerful computers are now portable that makes for the opportunity.
  • Collaboration – working with customers in an exchange of ideas. With a computer the perspective is an immovable screen. Toshare you crowd around it. Mobile devices allow you to have the meeting where the exchange is taking place - at the water cooler, etc. You are not tethered to a computer.
  • A PC is basically a single user device with one screen, keyboard and mouse. Others must crowd around the screen to see what’s happening because its basically a fixed display. Tablets and to some extents smartphones are collaborative because you can share information on the device (selling a car) or exchange information easily between devices. The customer is not engaged in this scenario – there is a wall or barrier made by the display.
  • Tablets and smartphones were built for sharing and engagement.
  • Visibility – access to data from various sources. This includes both marketing and information. Mobile can bridge the gap between an often disparate outward marketing experience and the internal information experience. The information from both sources needs to be presented to the user in an optimized and user friendly way.
  • Screen size forces designers to think more about what the customer needs to see and when. Only the most relevant information should be presented to the user at any given time. Flow from screen to screen is very important. Icons, buttons and navigation bars need to be intuitive. Finally the human gestures in mobile are touch and swipe, not point and click.
  • The landing page at SimpleSlip.comSection to create the mobile applicationExample of a the customized mobile application (on the phone)Example of a service request (on the phone)
  • Sample application and Service Request
  • The Waypoint Nautical Almanac. The App features a complete marina directory including the latest marine weather, tides, compass and news and events information and much more. We have all major ports in Europe and North America. All these ports have the possibility to be booked online at the press of a button when members of The Waypoint as well as listing addresses, phone numbers, satellite pictures, facilities and any other additional information.
  • Beyond the 24/7 Marina

    1. 1. Beyond the 24/7 Marina:Marketing in a Digital Age Cam Collins President and CEO Exuma Technologies, Inc.
    2. 2. Topics• Why mobile?• State of Mobile Adoption• Mobile Strategies and Considerations• Native vs Mobile Web Apps• Case Studies
    3. 3. 6 billion mobilesubscribers worldwide
    4. 4. Mobile web users
    5. 5. Text messages sent in 2011
    6. 6. Source: IDC
    7. 7. Android #1 smartphone operating system
    8. 8. • Apple makes 10X on their hardware compared to Google • Apps are more popular than mobile webhttp://www.forbes.com/sites/darcytravlos/2012/08/22/five-reasons-why-google-android-versus-apple-ios-market-share-numbers-dont-matter/
    9. 9. Source: IDC
    10. 10. So what?Mobile Strategies and Considerations
    11. 11. • Business Drivers• Customer interaction• Supplier interaction• Technology Drivers
    12. 12. Portability Humans are “mobile”Computers are “portable”
    13. 13. CollaborationShare information with your customers at a more personal level
    14. 14. Visibility Access to data across multiple sourcesSimple, elegant and intuitive
    15. 15. Native vs Mobile Web
    16. 16. Case Studies• Boat Cloud• Chaparral Boats• LaunchTracker• Simple Slip• TheWayPoint
    17. 17. http://boatcloud.com
    18. 18. http://jestercom.com
    19. 19. http://dockmaster.com
    20. 20. http://simpleslip.com
    21. 21. Sample app Service request
    22. 22. The Waypoint Nautical Almanac http://thewaypoint.com
    23. 23. Thank you!!cam@exumatech.comwww.exumatech.com

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