DOs and DONTs of Mobile Strategy

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Presented at the Online Marketing Summit in Portland, Oregon on June 16, 2010

Mobile continues to be the hottest technology sector. What should our mobile strategy be?

This session will teach through both the outstanding success and cringe-worthy failures of others as you begin to formulate your plans for navigating the mobile landscape.

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DOs and DONTs of Mobile Strategy

  1. 1. Online Marketing Summit PORTLAND | JUNE 16, 2010 The DOs and DONTs of Mobile Strategy Jason Grigsby Co-Founder and Mobile Strategist Cloud Four @grigs | Slides: http://bit.ly/grigs-oms10 1
  2. 2. Got email from this guy... http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/
  3. 3. Mobile is Disruptive Technology http://www.flickr.com/photos/talkephotography/4523849236/ Creative Commons BY-NC-SA 2.0
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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
  5. 5. http://www.opera.com/media/smw/ Opera Mini Traffic Increases Usage up 200% year-over-year
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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
  9. 9. http://www.flickr.com/photos/76074333@N00/317952268/ | http://futuristmovie.com Creative Commons BY-NC-SA 2.0
  10. 10. ME NEED IPHONE APP. http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/
  11. 11. We’ve been here before...
  12. 12. and it wasn’t pretty.
  13. 13. DON’Ts Don’t Assume Customers Have Downloaded Your App#1
  14. 14. DON’Ts #2 Don’t Rely on Flash
  15. 15. Plants vs. Zombies
  16. 16. DON’Ts #3 Don’t Make Finding Store Locations & Hours Difficult
  17. 17. Do as We Say, Not as We do. http://www.mac-wallpapers.com/Apple-Wallpapers/white-apple-logo-wallpaper/
  18. 18. DON’Ts #4 Simple to Use Does Not Mean Dumb
  19. 19. How Do I Add an RSS Feed to My RSS Reader? Don’t Skip Core Functionality
  20. 20. 1024 x 768: Still No Way to Add RSS
  21. 21. Why Can’t You Subscribe to Podcasts in iTunes?
  22. 22. 2001 Keynote
  23. 23. http://peanutbuttereggdirt.com/e/2010/02/07/the- ipads-no-computer-–-and-for-good-reason/
  24. 24. Digital Hub Strategy Sucks Mobile is Primary Experience
  25. 25. Source: http://www.getelastic.com/mobile-app-dos-donts/ Shake the App to Find a Random Gift?
  26. 26. DON’Ts #5 Don’t forget that the ‘U’ in URL stands for Universal* * it actually stands for ‘uniform.’ ah well, close enough. ;-)
  27. 27. URLs Should Go to Content, Not Mobile Home
  28. 28. Why go to the Desktop Web?
  29. 29. Great Mobile Site. Good Luck Finding it.
  30. 30. URLs Don’t Open Apps
  31. 31. Why can’t I learn about iPad apps on my iPhone?
  32. 32. Should the iPad Get Your Mobile Site?
  33. 33. Device Detection Must Be Core Part of Your Mobile Strategy http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes
  34. 34. DOs #1 Know Your Customers and What Devices They Use
  35. 35. “Two new devices aimed at defending the firm's crumbling market share against threats like the Apple iPhone. ”http://www.mobile-weblog.com/50226711/ rim_releases_two_new_smartphones.php
  36. 36. 0 5 10 15 20 2007 2008 2009 Blackberry Market Share Since iPhone Release
  37. 37. http://www.flickr.com/photos/earlysound/2710970750/ Creative Commons
  38. 38. iPhone Only Part of World Wide Market 1%4% 7% 10% 15% 19% 44% Symbian RIM iPhone Android Windows Linux Others iPhone 15% of Smartphones, 3% of Total Phones Sold in Q1 2010 http://www.gartner.com/it/page.jsp?id=1306513
  39. 39. U.S. Smartphone Subscribers http://blog.nielsen.com/nielsenwire/online_mobile/iphone-vs-android/ 4%3% 19% 9% 28% 35% 2% Symbian RIM iPhone Android Windows Linux Palm
  40. 40. Android Blasting Off Outsold iPhone in U.S. Q1 RIM 36%, Android 28%, iPhone 21% 20% Smartphones in UK Q1 50,000 applications 100,000 activations a day 21 OEMs, 48 countries, 59 carriers
  41. 41. Acer beTouch E110 – March Acer beTouch E400 – April Acer Liquid – A1 Alcatel OT-980 – May Bluebird Pidion BIP-6000 Chinavision The Robot Superphone – CVNC-M80 Cool F910 – Apanda A60 Compulab Exeda Dell Aero Dell Mini 5 – Streak Dell Ophone mini3i – Benzine Foxda C8901 Garmin Nuvifone A50 Geek Phone One General Mobile Brava General Mobile Cosmos – March General Mobile Cosmos 2 – June General Mobile DSTL1 General Mobile Touch Stone – Late 2010 Gigabyte GSmart Codfish G1305 Gigabyte GSmart – S1200 Android Haier H7 HighScreen PP5420 HighScreen Zeus Hisense HS-E90 HKC Pearl HTC Bahamas HTC Click – Fiesta – Tattoo HTC Desire – Bravo – Incredible – March 26th HTC Desire 6200 – Verizon Droid Eris HTC Dragon HTC Dream – T-Mobile G1 HTC Evo – Supersonic – A9292 HTC Hero – G2 Touch HTC Halo HTC Huangshan HTC Legend – March 30th HTC Lancaster HTC Liberty HTC Memphis HTC Paradise HTC Magic – Sapphire – T-Mobile myTouch 3G – Google Ion – Dopod A6188 HTC myTouch Slide – MyTouch 2 – Espresso – May 17th HTC Passion – Dragon – Zoom 2 – Nexus One – GooglePhone HTC Predator HTC Scorpion – Late 2010 Huawei RBM2 – Der Allrounder – Red Bull Mobile Huawei U8220 – U82226 – U8230 – T-Mobile Pulse Huawei U8100 – U8110 – T-Mobile Pulse Mini Huawei U8300 Huawei U8800 Inbrics M1 Innocomm Skate Kogan Agora Koolu Freerunner – Openmoko GTA02 Kyocera Zio M6000 – July Lenovo O1 Ophone Lenovo LeName LG Andro-1 – KH5200 LG GT540 Swift – April LG GW620 InTouch Max – Eve – Etna LG GW880 Amundsen LG LU2300 – June LG Prada 3 – LS680 Lumigon T1 – May Lumigon S1 – June Lumigon E1 Motorola Backflip – Motus Motorola Devour A555 – Calgary – February 25th Motorola Droid – Sholes – Tao – Milestone Motorola Heron Motorola i1 Motorola LaJolla Motorola MB511 – Ruth Motorola MB200 Motorola MB300 Motorola Mirage – Shadow – Nexus Two Motorola Morrison – Cliq – DEXT Motorola Motoroi – Sholes Tablet – XT720 Motorola MT710 Motorola Opus One – Boost Mobile i1 Motorola Sholes – XT701 Motorola Quench – Cliq XT – Zeppelin – XT800 Philips V808 Philips V900 Qigi i6 Samsung Beam i8520 – Halo Samsung Behold 2 T939 Samsung Bigfoot Samsung Galaxy i7500 Samsung Galaxy Lite i5700 – Galaxy Mini – Spica – Galaxy Portal Samsung Galaxy S Samsung Houdini Samsung i899 Samsung M100S – SHW-M100S Samsung Moment – InstinctQ m900 Samsung Saturn i6500 Saygus VPhone V1 Sciphone N12 Sciphone N16 Sciphone N17 Sciphone N19 Sciphone N21 Sony Ericsson Sunny Sony Ericsson Susan Sony Ericsson XPERIA X10 – Infinity – March Sony Ericsson XPERIA X10 Mini – Robyn – June Sony Ericsson XPERIA X10 Mini ProJune Sunno S880 Tiger G3 Vibo A688 ZiiLABS Zii Trinity ZTE Blade ZTE Smooth ZTE Racer 115 Android Phones Announced or Shipping http://www.googleandblog.com/faq-about-google-android/
  42. 42. Know Your Demographics Blackberry has 40%global enterprise mobile market. Emerging markets 80%of worldwide MMS traffic.
  43. 43. Source: http://bit.ly/dlpGt8 Know Your Geography Blackberry has 37%Latin America smartphone market. Sharp sells 80%of its phones in Japan, leads market. Most popular phone for youth in Brazil is Blackberry. Blackberry Messenger is Addictive. Network Effects.
  44. 44. Ask Them Use Mobile Analytics What are your customers using?
  45. 45. DOs #2 Look beyond native apps to mobile web, SMS & MMS
  46. 46. BMW Turned $70k MMS into $45M Revenue
  47. 47. Find a single report that doesn’t show exponential growth for mobile web. CHALLENGE:
  48. 48. 14% 1% 4% 14% 20% 47% Symbian Blackberry iPhone Android WebOS Windows/Others 2009 Smartphone Market Share (Gartner) Phones currently shipping or projected to ship using WebKit in blue (85%). WebKit & HTML5: Dominant Mobile Platform By contrast, 10 smartphone operating systems.
  49. 49. Flirtomatic $15M in Revenue • $12 per month from 175,000 paying customers • 30% use the service seven times a day • Sold 28,000 virtual gifts in the five days between Boxing Day and New Year’s Eve Source: http://bit.ly/cck1xE | http://bit.ly/dpHbak
  50. 50. DOs #3 Apps for Your Most Loyal Customers, Add Value
  51. 51. iPhone App Generated $400M in 2009
  52. 52. Second App for Most Avid Deal Hunters
  53. 53. Reward People for Downloading Your App Take Advantage of Mobile Capabilities
  54. 54. DOs #4 Consistent Experience Across Devices and Offline
  55. 55. Holistic Customer Experience http://www.getelastic.com/mobile-app-dos-donts/
  56. 56. Drive Offline Sales with Mobile Apps http://www.getelastic.com/offline-sales-mobile-apps/
  57. 57. DOs #5 Understand Mobile Context
  58. 58. Create a product, don’t re-imagine one for small screens. Great mobile products are created, never ported. –Brian Fling
  59. 59. Mobile’s Eight Unique Abilities http://bit.ly/b3oUtH | http://bit.ly/92TYAR
  60. 60. http://www.flickr.com/photos/fchouse/2829381653/ PERSONAL 63% do not share phone
  61. 61. PERMANENTLY CARRIED ~50% of US admit to sleeping with phone http://www.flickr.com/photos/kk/3615287378/
  62. 62. ALWAYS ON http://www.flickr.com/photos/gilderic/3517477267/
  63. 63. BUILT-IN PAYMENT CHANNEL
  64. 64. CREATIVE IMPULSE http://www.flickr.com/photos/d_a_v_i_d_m_/246298437/
  65. 65. http://www.flickr.com/photos/memotions/259656126/ ACCURATE MEASUREMENT
  66. 66. http://www.flickr.com/photos/mythoto/1234638761/SOCIAL CONTEXT
  67. 67. 100 million people actively using Facebook from their mobile devices http://blog.facebook.com/blog.php?post=297879717130
  68. 68. AUGMENTED REALITY http://issuu.com/mkparsley/docs/ikea
  69. 69. Google’s Three Mobile Behavior Groups Repetitive now Bored now Urgent now http://www.informationweek.com/blog/main/archives/2007/04/google_lays_out.html
  70. 70. CORE PRINCIPLE Mobile First
  71. 71. 3 Mobile First at Google Google programmers are doing work on mobile applications first, because they are better apps and that's what top programmers want to develop. –Eric Schmidt, Google CEO Source: http://aneventapart.com/2010/seattle/slides/04_wroblewski.pdf
  72. 72. Growth Constraints Capabilities Opportunity Focus Innovation = = = Luke’s Take on Mobile First http://www.lukew.com/ff/entry.asp?933
  73. 73. ME NEED IPHONE APP. http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/
  74. 74. What is your mobile strategy? There shouldn’t be a mobile strategy. It should simply be THE strategy.
  75. 75. Mobile is disruptive technology. It will touch all aspects of your business. Plan accordingly. Mobile First Slides: bit.ly/bit.ly/grigs-oms10 | @grigs | cloudfour.com | mobileportland.com M obile Portland 4th M onday,6pm
  76. 76. 116 Thank You Visit www.onlinemarketingsummit.com for more information            Follow  us  @OMSummit

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