Developing YourMobile Strategy                 Barry Graubart   VP, Marketing, ReisReports.com
Agenda•   Mobile First•   Apps vs Mobile Web•   Going Native•   Examples•   Measuring Success
Mobile PlatformsFocus On: Content Platforms
Mobile First• Embrace the constraints (Luke Wroblewski)• Focus & Simplify• Leverage mobile features where they add  value•...
Three Core Mobile Behaviors• Micro-tasking• I’m local• I’m bored                      Josh Clark                      auth...
Apps vs. Mobile Web
Apps vs. Mobile Web“Mobile apps onplatforms like iOSand Android area temporary stepalong the waytoward the fullmobile web”...
Apps vs. Mobile Web“Think of each website as anapplication, and every single click,every single interaction with that site...
Apps vs. Mobile Web“An app can targetthe specificlimitations andabilities of eachindividualdevice much betterthan a websit...
Apps vs. Mobile Web“Yet native apps come at a high cost.They’re costly to develop and tomaintain as device vendors continu...
Going Native
Going Native – User Experience•   Which platform(s)?•   Offline?•   Notifications?•   Other special phone features?
Going Native – Business Models• App Store Presence• How Will You Get Paid?• Home Screen
Going Native – Tech Resources• In-house development skills• External development budget• Ongoing commitment
Development Approaches•   Native apps and Hybrid apps•   Replica apps•   Mobile Web•   Mixed model•   Partnering with exis...
Responsive Design240x320            1024 x 768
MOBILE APP EXAMPLESFocus On: Content Platforms
Mobile Analytics•   Engagement/sessions, not pages•   Device IDs, not cookies•   Multiple devices per user•   Offline usag...
Measuring Success• Setting appropriate goals• Matching to your business model• Test, measure, then test again
HomeworkDownload and compare these apps:                              ZinioFlipboard
HomeworkVisit these mobile web apps:
Thank youbarry.graubart@reis.com@graubart
Developing your mobile strategy   siia via bootcamp - barry graubart
Developing your mobile strategy   siia via bootcamp - barry graubart
Developing your mobile strategy   siia via bootcamp - barry graubart
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

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Developing your mobile strategy siia via bootcamp - barry graubart

  1. 1. Developing YourMobile Strategy Barry Graubart VP, Marketing, ReisReports.com
  2. 2. Agenda• Mobile First• Apps vs Mobile Web• Going Native• Examples• Measuring Success
  3. 3. Mobile PlatformsFocus On: Content Platforms
  4. 4. Mobile First• Embrace the constraints (Luke Wroblewski)• Focus & Simplify• Leverage mobile features where they add value• Don’t forget the obvious
  5. 5. Three Core Mobile Behaviors• Micro-tasking• I’m local• I’m bored Josh Clark author, Tapworthy
  6. 6. Apps vs. Mobile Web
  7. 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. 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. 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. 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. 11. Going Native
  12. 12. Going Native – User Experience• Which platform(s)?• Offline?• Notifications?• Other special phone features?
  13. 13. Going Native – Business Models• App Store Presence• How Will You Get Paid?• Home Screen
  14. 14. Going Native – Tech Resources• In-house development skills• External development budget• Ongoing commitment
  15. 15. Development Approaches• Native apps and Hybrid apps• Replica apps• Mobile Web• Mixed model• Partnering with existing mobile platforms
  16. 16. Responsive Design240x320 1024 x 768
  17. 17. MOBILE APP EXAMPLESFocus On: Content Platforms
  18. 18. Mobile Analytics• Engagement/sessions, not pages• Device IDs, not cookies• Multiple devices per user• Offline usage• Batch uploads
  19. 19. Measuring Success• Setting appropriate goals• Matching to your business model• Test, measure, then test again
  20. 20. HomeworkDownload and compare these apps: ZinioFlipboard
  21. 21. HomeworkVisit these mobile web apps:
  22. 22. Thank youbarry.graubart@reis.com@graubart

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