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Be Smart Be Mobile

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  • 1. Be
Smart
be
Mobile
 By @georgeioannou Head of Agency
  • 2. Being mobile •  Today
Mobile
is
obviously
far
 more
than
phone
calls
and
SMS.
 •  It’s
about
being
connected
with:
 –  WHATEVER
you
want,
 –  WHEN
you
want,
 –  and
HOW
you
want
 •  If
you
get
those
three
factors
 right
then
you’re
on
your
way
to
 happy
users.

  • 3. We
are
going
to
cover:
•  Pros
and
Cons
of
mCommerce
and
Apps
•  Outline
Mobile
Strategies
•  Some
Industry
Examples

  • 4. Interes6ngly
enough…
 “Smartphones penetration stands at 51% in the UK”Source:


  • 5. Interes6ngly
enough…
Source:


  • 6. Interes6ngly
enough…
•  23% of brands, agencies and technology providers indicate that mobile marketing will be a significant focus for their businesses going forward.•  More than half (57%) of companies indicated that mobile applications rank highly on their priority list. –  QR codes represent the second most popular mobile technology, with just under half of companies (48%) saying they intend to invest here in 2012. –  Around a third of companies surveyed plan to invest in mobile commerce (34%), mobile advertising (31%) and mobile-optimised emails (31%).Source:


  • 7. Interes6ngly
enough…

  • 8. Interes6ngly
enough…

  • 9. Main
types
technology
decisions
•  NaJve
apps
•  Hybrid
apps
•  mCommerce
 –  Dedicated
web
app
 –  Generic
mobile
app

  • 10. Na6ve
apps• Coded
with
a
specific
programming
language
 (ObjecJveC
for
iOS,
Java
for
Android).
 • These
mobile
applicaJons
are
fast,
reliable,
and
powerful
 but
are
Jed
to
a
mobile
plaRorm.
 
 • That
means
you
must
duplicate
them
using
the
appropriate
 programming
language
in
order
to
target
another
mobile
 plaRorm.
 
 • Nearly
all
games
are
naJve
apps.

  • 11. Hybrid Apps•  Hybrid
apps,
which
rely
on
development
frameworks
 like
Sencha,
PhoneGap,
Titanium
•  These
mobile
apps
offer
a
very
interesJng
 compromise
because
they
ensure
cross‐plaRorm
 compaJbility
and
can
access
the
phone’s
hardware
 (camera,
GPS,
user’s
contacts).

  • 12. Dedicated Web App• Dedicated
web
app
which
is
a
mobile
web
site
 tailored
to
a
specific
plaRorm
or
form
factor
 
• Run
in
the
phone’s
browser
 
• Like
the
LinkedIn
web
app
which
was
designed
 for
Android
and
iOS,
but
not
for
other
 smartphones
or
feature
phones.

  • 13. Generic
Web
App• Generic
mobile
app,
which
are
mobile
web
 sites
designed
to
match
every
web‐enabled
 phone,
like
the
Wikipedia
mobile
page.

 • Again
runs
in
the
phone’s
browser
 • Here
you’re
able
to
look
at
Responsive
and
 adapJve
design
where
the
interface
adapts
as
it’s
 scaled
down.


  • 14. Comparison
of
these
methodsSource:


  • 15. Mobile app pros & consPros
 Cons
User
Experience
 Download
needed
Hardware
Features
 Development
Time
Usage
/
Loyalty
 Market
share
Off‐line
usage
 Approval
Process

  • 16. Mobile web pros & consPros
 Cons
Less
resource
needed
 Limited
FuncJonality
Accessible
to
all
 User
Experience
(someJmes)
Easily
updateable
 No
Offline
Capability
Works
off
your
main
ecommerce
Site
 Can
be
slower

  • 17. mCommerce broken down•  Mobile e-commerce•  TransacJng
with
an
eCommerce
site
via
a
mobile
device.
Examples
 include:
eBay
mobile,
Amazon
mobile,
and
the
majority
of
mobile
 commerce
“apps.”•  Mobile payment•  Payment
using
the
smartphone
as
the
conduit.
Examples
include:
Google
 Wallet,
PayPal
•  Mobile commerce (in-store)•  The
ability
to
purchase
physical
goods
in
the
store
via
an
app
that
interacts 
 with
the
store’s
point‐of‐sale
system
(and
bypass
the
checkout
process).
 Examples
include
Starbucks
Card
Mobile
app

  • 18. Another two elements to thinkabout - Convergence•  Shoppers
are
mobile
they
want
to
shop
smarter,
faster
and
more
efficiently.

•  Mobile
and
physical
store
locaJons
via
retailer‐centric
mobile
apps
are
the
future.
•  Retailers
who
fail
to
do
this
will
watch
the
thousands
of
shopping,
comparison
and
 purchasing
apps
available
to
shoppers
remove
them
from
the
customer
 engagement
cycle.
•  This
isn’t
about
simple
check‐ins,
games
or
QR
codes.

This
is
about
creaJng
an
 experience
(and
app)
that
provides
real
value
to
the
shopper.
•  Provide
an
app
that
saves
Jme
and
money
while
providing
a
truly
unique
and
 personalized
experience
with
your
store.

•  An
app
that
is
integrated
to
the
physical
store’s
systems
to
provide
for
a
seamless
 shopping
and
buying
experience.

That
is
what
convergence
looks
like,
and
it’s
 becoming
a
reality
for
the
retailers
that
understand
its
value
and
importance
to
 the
shopper
and
the
future
of
their
business.

  • 19. OUTLINE STRATEGIES
  • 20. Mobile strategy – mCommerce Mobile
 Create
a
 User
 Leave
it
 Only
 Hybrid
/ agent
 Pages
 CSS
 detecJon

  • 21. Mobile strategy – mCommerce•  1.
Leave
it(Transcoding)
 –  Always
an
opJon,
and
a
good
choice
if
your
site
already
renders
well
on
mobile
phones.
 –  Test
your
site
using
the
“Big
3₺
engines
–
Google,
Yahoo
and
MSN,
and
on
different
smartphones
(older
phones
vs.
newer
phones,
etc).
 –  “If
it’s
reasonably
legible,
it’s
probably
not
worth
the
extra
effort.”
You
can
301
(permanent)
redirect
your
.mobi
domain
(if
you
have
one)
in
this
case.
 –  Pros:
Faster
and
cheaper.
 –  Cons:
Transcoding
only
works
when
your
site
is
accessed
through
search.
If
someone
clicks
on
a
link
through
email,
for
example,
the
user
experience
may
not
 be
as
good.
Plus,
URLs
get
messed
up
by
transcoding
so
it’s
harder
for
users
to
bookmark
your
URLs
and
you
won’t
get
backlink
credit.
•  2.
Create
Mobile‐Only
Pages
 –  Design
mobile‐specific
that
are
narrower,
have
less
funcJonality,
simpler
navigaJon
and
smaller
images.
 –  Redirect
visitors
to
the
mobile
version
based
on
device
detecJon.
 –  Requires
a
subdomain
like
m.site.com
or
site.mobi.
 –  Pros:
AdjusJng
code
that
you
already
have
live..
 –  Cons:
Double
the
maintenance
–
an
update
on
your
.com
requires
an
update
on
your
m.site.com
or
site.mobi
(whatever
you’re
using).
Some
cases
duplicate
 the
ecommerce
plaRorms.
•  3.
Create
a
Mobile/TradiJonal
Hybrid
 –  Use
your
exisJng
content,
but
create
a
CSS
version
for
mobile
(or
mulJple
CSS
designs
for
different
mobile
browsers).
 –  Pros:
Simply
add
another
style
sheet.
No
duplicate
content
problem
because
it’s
just
rendered
differently
as
the
 browser
pulls
the
sheet
automaJcally.
 –  Cons:
No
guarantee
the
browser
will
pull
the
right
style
sheet.
And
lots
of
work
if
you’re
not
already
using
CSS.
•  4.
Use
Dynamic
Mobile
Pages
 –  Combine
your
content
database
with
user
agent
(desktop
vs.
mobile)
detecJon
to
transcode
the
site
on‐the‐fly.
You
can
target
devices
based
on
make,
model
and
operaJng
 system.
 –  Pros:
Best
opJon
if
you
want
to
offer
the
best
user
experience
and
leverage
your
SEO
efforts.
 –  Cons:
Expensive,
requires
custom
coding.
Also
a
short
term
soluJon
since
you
need
to
re‐do
it
with
every
new
solware
release
and
new
make/models
of
devices.
More
difficult
 to
implement.

  • 22. Mobile strategy – Apps•  Look at your customer base•  Think customer centric•  Try to develop hybrid apps to start•  Launch in stages•  Get advice –  Which is best? –  Ensure it meets guidelines –  Think which areas may be able to be pulled into using html/code which are in built.
  • 23. TRENDS
  • 24. Trends•  It’s not an ‘either / or’ choice•  Web apps are picking up steam•  User sessions tend to be longer over native applications.•  Avoid go-to-market delays develop HTML5.
  • 25. Trends• Many
companies
are
sJll
failing
to
recognise
that
customers
 are
not
using
these
channels
in
a
mutually
exclusive
manner

• It’s
not
an
‘either
/
or’
choice
• Heavy
app
users
are
also
the
most
frequent
mobile
internet
 users).
• Web
apps
are
picking
up
steam
in
adopJon,
driven
by
the
 desire
for
immediacy
• 
This
is
due
to
the
user
experience
being
bener.
• With
restricJons
and
control
especially
from
apple,
you
can
 bypass
the
delays
by
developing
in
HTML
5
there
are
obviously
 restricJons,
and
in
cases
this
wont
be
an
opJon

  • 26. SOME INDUSTRY EXAMPLES
  • 27. Ocado
  • 28. Ocado• Allows you to place orders directly from your iPhone.• It downloads the entire supermarket to the device, enabling users to build a shopping list even when theyre not in range of a wireless network.• Place a new order, add items to an existing order, or even finish off an order you half-started on another computer.• Elegant, easy to use, and much more fun than schlepping round the supermarket.
  • 29. NET-A-PORTER
  • 30. NET-A-PORTER•  The
worlds
leading
online
fashion
retailer
is
now
 available
on
your
iPhone.
•  Browse
the
latest
collecJons,
take
a
closer
look
at
 hot
new
designs.
•  read
the
latest
industry
news.
•  build
wish‐lists
of
your
favourite
ouRits
•  and
make
purchases
on
the
go.

  • 31. asos.com
  • 32. asos.com•  They
have
a
mobile
version
hosted
as
 m.asos.com
•  It’s
clean
and
clear
•  Good
adapted
navigaJon
•  SJll
translates
their
brand
well.

  • 33. Starbucks
  • 34. Starbucks•  Nice
example
of
responsive
design
check
it
 out
on
a
variety
of
devices.

  • 35. Flipboard
  • 36. Flipboard•  Although
not
mCommerce
lots
can
be
learnt
•  It’s
a
beauJful
interface
with
what
is
 essenJally
RSS
feeds
and
API’s
•  Ecommerce
browsing
could
infact
take
a
leaf
 from
it’s
book,
especially
in
the
luxury
retail
 areas
to
mimic
magazine
layouts
etc.

  • 37. Blackline.tv
  • 38. Blackline.tv•  Magazine
which
has
a
beauJful
interface
 similar
to
a
magazine.
•  What’s
nice
about
this
is
it’s
built
in
html
5
 and
completely
acts
like
an
app.

•  But
no
approval
needed
etc..
But
shows
you
 to
add
it
as
a
home
screen
bookmark.

  • 39. Westfield
  • 40. Westfield•  Available
for
iPhone.
•  Enhanced
shopping
experience
at
one
of
the
WesRield
Mall
 shopping
centers.

•  InteracJve
mall
map
with
every
retailer’s
website,
•  map
locaJon
and
phone
number.

•  Save
your
parking
locaJon
with
a
text
or
voice
note.
•  Create
a
shopping
list.
•  See
what
movies
are
playing
and
check
show
Jmes.
•  Offers
addiJonal
mall
informaJon,
such
as
mall‐walker
 distances.


  • 41. Home Depot
  • 42. Home Depot•  Available
for
Android,
iPhone.
•  Scan
a
product’s
QR
or
UPC
code
and
obtain
product
 informaJon
and
user
reviews.
•  Share
the
item
on
Twiner,
Facebook,
email
•  save
it
for
later
in
My
List.
•  Check
available
inventory
at
your
store,
or
nearby
store.
•  The
app
also
features
a
store
locator,
in‐store
map
of
the
 store
where
you’re
shopping,
•  buy
and
send
e‐gil
cards,
feedback
form,
and
access
to
 hundreds
of
do‐it‐yourself
project
videos.


  • 43. Where it’s heading…•  Next-level apps will communicate with other apps via open APIs and interact with other devices.•  NFC technology•  True cross channel strategies•  Improved Analytics and Metrics capabilities
  • 44. Some points to remember•  Look at your data, understand it and give users what they want•  Test mCommerce as well as you desktop versions•  You don’t have to pick one direction, a strategy may incorporate a number of these solutions.•  Be Creative!
  • 45. We are Digital & WiseFollow us at:@digitalandwiseOr email us at:info@digitalandwise.com
  • 46. Thank you!Follow me on twitter:@georgeioannouOr email me:george@digitalandwise.com

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