Developing your mobile strategy   siia via bootcamp - barry graubart
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Developing your mobile strategy siia via bootcamp - barry graubart

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Presentation on mobile strategy given by Barry Graubart at SIIA Content VIA Platforms conference, May, 2012, Palace Hotel, San Francisco

Presentation on mobile strategy given by Barry Graubart at SIIA Content VIA Platforms conference, May, 2012, Palace Hotel, San Francisco

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  • 1. Developing YourMobile Strategy Barry Graubart VP, Marketing, ReisReports.com
  • 2. Agenda• Mobile First• Apps vs Mobile Web• Going Native• Examples• Measuring Success
  • 3. Mobile PlatformsFocus On: Content Platforms
  • 4. Mobile First• Embrace the constraints (Luke Wroblewski)• Focus & Simplify• Leverage mobile features where they add value• Don’t forget the obvious
  • 5. Three Core Mobile Behaviors• Micro-tasking• I’m local• I’m bored Josh Clark author, Tapworthy
  • 6. Apps vs. Mobile Web
  • 7. Apps vs. Mobile Web“Mobile apps onplatforms like iOSand Android area temporary stepalong the waytoward the fullmobile web” Marc Andreessen Photo: Joi Ito, 2008
  • 8. Apps vs. Mobile Web“Think of each website as anapplication, and every single click,every single interaction with that site,is an opportunity to be on the verylatest version of that application.”
  • 9. Apps vs. Mobile Web“An app can targetthe specificlimitations andabilities of eachindividualdevice much betterthan a website canwhile running insidea browser.” Jakob Nielsen Photo: Doc Searls, 2003
  • 10. Apps vs. Mobile Web“Yet native apps come at a high cost.They’re costly to develop and tomaintain as device vendors continuallylaunch new models.”
  • 11. Going Native
  • 12. Going Native – User Experience• Which platform(s)?• Offline?• Notifications?• Other special phone features?
  • 13. Going Native – Business Models• App Store Presence• How Will You Get Paid?• Home Screen
  • 14. Going Native – Tech Resources• In-house development skills• External development budget• Ongoing commitment
  • 15. Development Approaches• Native apps and Hybrid apps• Replica apps• Mobile Web• Mixed model• Partnering with existing mobile platforms
  • 16. Responsive Design240x320 1024 x 768
  • 17. MOBILE APP EXAMPLESFocus On: Content Platforms
  • 18. Mobile Analytics• Engagement/sessions, not pages• Device IDs, not cookies• Multiple devices per user• Offline usage• Batch uploads
  • 19. Measuring Success• Setting appropriate goals• Matching to your business model• Test, measure, then test again
  • 20. HomeworkDownload and compare these apps: ZinioFlipboard
  • 21. HomeworkVisit these mobile web apps:
  • 22. Thank youbarry.graubart@reis.com@graubart