The Rise of the Mobile Web - #ESMBoston Tim Hayden 10-17-2011

The Rise of the Mobile Web @TheTimHayden October 17, 2011  #ESMBoston

Mobile Experience Solutions: Technology + Strategy

Source: IDC Mobile Experience Solutions: Technology + Strategy

16% 23% Handheld Tablet Notebook Desktop 18% 43% 4MM+ clicks Jun-‐Aug 2011 – 44Doors Capture Mobile Experience Solutions: Technology + Strategy

-‐ 2%, Symbian -‐ 2%, Palm -‐ 6%, MicrosoU -‐ 22%, RIM -‐ 42%, Google 27%, Apple Google ñ 6pts | RIM ò 5pts | Apple ñ 1pt vs. year ago! source: comScore MobiLens, 3 months ending July 2011

¡ NFC: Near-‐Field Communications ¡ DOH: Digital Out-‐of-‐Home ¡ Augmented Reality ¡ Microsoft! Mobile Experience Solutions: Technology + Strategy

Sent from my shiny new iPhone, please excuse typos Mobile Experience Solutions: Technology + Strategy

Mobile traﬃc most oUen originates from a search engine, whereby locaZon + keywords tell you where they are and what they are looking for, and you must respect your obligaZon to deliver to them more relevant content.

Location Device Time/ Type Context Date Language

Mobile Friendly/Ready •  Mobile Friendly •  Condensed Content (4-‐10X reduction of desktop site) •  Navigation limited to 2-‐3 actions beyond landing page •  Quick Load Time (you have <30 seconds!) •  Mobile Ready •  Responsive Design •  Data feed (API – location, device, A-‐B testing, time/date) with CRM/proﬁling platform •  Cross-‐platform tested! AVOID THE BAD CUSTOMER EXPERIENCE!

Facebook Twitter Email CRM Coupons Mobile Commerce Mobile Experience Solutions: Technology + Strategy

1,000,000 Clicks, Scans and Texts • QR Code Scan 35% • SMS Text 40% • URL (browser) 25% • Unique QR code/URL 11% • IP Address 98% • GPS shared 60%

¡  Keep back-‐and-‐forth (send/receive) of texts to a maximum of 3-‐4 TOTAL actions ¡  Upon second action, consider delivering rich media MMS (video, coupon, “call to action” content) ¡  Explore vendors that provide real 10-‐digit phone addresses as well as short codes ¡  Better used at events and in direct mail, rather than in-‐store (where time may be a challenging factor) Mobile Experience Solutions: Technology + Strategy

¡  “Mobile CompuZng” will change everything ¡  Brevity rules the moment, in terms of connecZon + copy + call-‐to-‐acZon ¡  Capitalize on natural, current behavior ¡  Be pragmaZc device capabiliZes ¡  Oﬀer mulZple channels from oﬄine to online (QR Codes, URLs, SMS) ¡  Relevancy improves immediate conversion, AND creates WOM (Word-‐of-‐Mouth)

Mobile Experience Solutions: Technology + Strategy Zm@44Doors.com @TheTimHayden

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The Rise of the Mobile Web - #ESMBoston Tim Hayden 10-17-2011

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