Get Me a Mobile Strategy or You're FIRED!

Get Me a Mobile Strategy or You’re FIRED! Jason Grigsby Slides: bit.ly/d4m2010-strategy @grigs • jason@cloudfour.com cloudfour.com • mobileportand.com

Before I talk about mobile strategy...

Katrin Verclas @katrinskaya mobileactive.org

A word from Katrin...

Get Me a Mobile Strategy or You’re FIRED! Jason Grigsby Slides: bit.ly/d4m2010-strategy @grigs • jason@cloudfour.com cloudfour.com • mobileportand.com

Got email from this guy... http://www.ﬂickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/

Mobile is Disruptive Technology http://www.ﬂickr.com/photos/talkephotography/4523849236/ Creative Commons BY-NC-SA 2.0

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Opera Mini Trafﬁc Increases Usage up 200% year-over-year http://www.opera.com/media/smw/

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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

http://www.ﬂickr.com/photos/76074333@N00/317952268/ | http://futuristmovie.com Creative Commons BY-NC-SA 2.0

ME NEED IPHONE APP. http://www.ﬂickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/

We’ve been here before...

and it wasn’t pretty.

DON’Ts #1 Don’t Assume Customers Have Downloaded Your App

DON’Ts #2 Don’t Rely on Flash

Plants vs. Zombies

DON’Ts #3 Don’t Make Finding Store Locations & Hours Difﬁcult

Do as We Say, Not as We do. http://www.mac-wallpapers.com/Apple-Wallpapers/white-apple-logo-wallpaper/

DON’Ts #4 Simple to Use Does Not Mean Dumb

Don’t Skip Core Functionality How Do I Add an RSS Feed to My RSS Reader?

1024 x 768: Still No Way to Add RSS

Why Can’t You Subscribe to Podcasts in iTunes?

2001 Keynote

http://peanutbuttereggdirt.com/e/2010/02/07/the- ipads-no-computer-–-and-for-good-reason/

Digital Hub Strategy Sucks Mobile is Primary Experience

Shake the App to Find a Random Gift? Source: http://www.getelastic.com/mobile-app-dos-donts/

DON’Ts #5 Don’t forget that the ‘U’ in URL stands for Universal* * it actually stands for ‘uniform.’ ah well, close enough. ;-)

URLs Should Go to Content, Not Mobile Home

Why go to the Desktop Web?

Great Mobile Site. Good Luck Finding it.

URLs Don’t Open Apps

Why can’t I learn about iPad apps on my iPhone?

Add new images about this

Should the iPad Get Your Mobile Site?

Device Detection Must Be Core Part of Your Mobile Strategy http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes

Web Content Management Systems are the Mainframes of the Mobile Era

DOs #1 Know Your Customers and What Devices They Use

“ 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

Blackberry Market Share Since iPhone Release 20 15 10 5 0 2007 2008 2009

http://www.ﬂickr.com/photos/earlysound/2710970750/ Creative Commons

iPhone Only Part of World Wide Market Symbian RIM Android iPhone Windows Linux Others 2%2% 5% 14% 41% 17% 18% Android 17%, iPhone 14% http://www.gartner.com/it/page.jsp?id=1421013

U.S. Smartphone Subscribers RIM iPhone Android Windows Palm 5% 12% 40% 18% 25% http://www.comscore.com/Press_Events/Press_Releases/2010/9/ comScore_Reports_July_2010_U.S._Mobile_Subscriber_Market_Share

Android Blasting Off Outsold iPhone in U.S. Q2 RIM 36%, Android 28%, iPhone 21% 20% Smartphones in UK Q1 70,000 applications 200,000 activations a day 21 OEMs, 48 countries, 59 carriers

115 Android Phones Announced or Shipping Acer beTouch E110 – March HTC Paradise Motorola Morrison – Cliq – DEXT Acer beTouch E400 – April HTC Magic – Sapphire – T-Mobile myTouch 3G – Motorola Motoroi – Sholes Tablet – XT720 Acer Liquid – A1 Google Ion – Dopod A6188 Motorola MT710 Alcatel OT-980 – May HTC myTouch Slide – MyTouch 2 – Espresso – May Motorola Opus One – Boost Mobile i1 Bluebird Pidion BIP-6000 17th Motorola Sholes – XT701 Chinavision The Robot Superphone – CVNC-M80 HTC Passion – Dragon – Zoom 2 – Nexus One – Motorola Quench – Cliq XT – Zeppelin – XT800 Cool F910 – Apanda A60 GooglePhone Philips V808 Compulab Exeda HTC Predator Philips V900 Dell Aero HTC Scorpion – Late 2010 Qigi i6 Dell Mini 5 – Streak Huawei RBM2 – Der Allrounder – Red Bull Mobile Samsung Beam i8520 – Halo Dell Ophone mini3i – Benzine Huawei U8220 – U82226 – U8230 – T-Mobile Pulse Samsung Behold 2 T939 Foxda C8901 Huawei U8100 – U8110 – T-Mobile Pulse Mini Samsung Bigfoot Garmin Nuvifone A50 Huawei U8300 Samsung Galaxy i7500 Geek Phone One Huawei U8800 Samsung Galaxy Lite i5700 – Galaxy Mini – Spica – General Mobile Brava Inbrics M1 Galaxy Portal General Mobile Cosmos – March Innocomm Skate Samsung Galaxy S General Mobile Cosmos 2 – June Kogan Agora Samsung Houdini General Mobile DSTL1 Koolu Freerunner – Openmoko GTA02 Samsung i899 General Mobile Touch Stone – Late 2010 Kyocera Zio M6000 – July Samsung M100S – SHW-M100S Gigabyte GSmart Codfish G1305 Lenovo O1 Ophone Samsung Moment – InstinctQ m900 Gigabyte GSmart – S1200 Android Lenovo LeName Samsung Saturn i6500 Haier H7 LG Andro-1 – KH5200 Saygus VPhone V1 HighScreen PP5420 LG GT540 Swift – April Sciphone N12 HighScreen Zeus LG GW620 InTouch Max – Eve – Etna Sciphone N16 Hisense HS-E90 LG GW880 Amundsen Sciphone N17 HKC Pearl LG LU2300 – June Sciphone N19 HTC Bahamas LG Prada 3 – LS680 Sciphone N21 HTC Click – Fiesta – Tattoo Lumigon T1 – May Sony Ericsson Sunny HTC Desire – Bravo – Incredible – March 26th Lumigon S1 – June Sony Ericsson Susan HTC Desire 6200 – Verizon Droid Eris Lumigon E1 Sony Ericsson XPERIA X10 – Infinity – March HTC Dragon Motorola Backflip – Motus Sony Ericsson XPERIA X10 Mini – Robyn – June HTC Dream – T-Mobile G1 Motorola Devour A555 – Calgary – February 25th Sony Ericsson XPERIA X10 Mini ProJune HTC Evo – Supersonic – A9292 Motorola Droid – Sholes – Tao – Milestone Sunno S880 HTC Hero – G2 Touch Motorola Heron Tiger G3 HTC Halo Motorola i1 Vibo A688 HTC Huangshan Motorola LaJolla ZiiLABS Zii Trinity HTC Legend – March 30th Motorola MB511 – Ruth ZTE Blade HTC Lancaster Motorola MB200 ZTE Smooth HTC Liberty Motorola MB300 ZTE Racer HTC Memphis Motorola Mirage – Shadow – Nexus Two http://www.googleandblog.com/faq-about-google-android/

Know Your Demographics Blackberry has Emerging markets 40% 80% global enterprise of worldwide mobile market. MMS traffic.

Know Your Geography Blackberry has Sharp sells 37% 80% Latin America of its phones in smartphone market. Japan, leads market. Most popular phone for youth in Brazil is Blackberry. Blackberry Messenger is Addictive. Network Effects. Source: http://bit.ly/dlpGt8

What are your customers using? Ask Them Use Mobile Analytics

DOs #2 Look beyond native apps to mobile web, SMS & MMS

BMW Turned $70k MMS into $45M Revenue

CHALLENGE: Find a single report that doesn’t show exponential growth for mobile web.

WebKit & HTML5: Dominant Mobile Platform 2009 Smartphone Market Share (Gartner) 14% Symbian 1% Blackberry 4% iPhone Android 47% WebOS 14% Windows/Others Phones currently shipping or projected to ship using 20% WebKit in blue (85%). By contrast, 10 smartphone operating systems.

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

Our iPhone app has been a Top 10 iPhone reference application for almost two years with almost six million downloads, and even with all of the great chart positions and visibility – just as many iPhone consumers use our mobile website as the application. —Kevin Nakao, Chief Operating Ofﬁcer, Whitepages.com http://mashable.com/2010/06/10/why-you-may-not-need-a-mobile-app/

DOs #3 Apps for Your Most Loyal Customers, Add Value

iPhone App Generated $400M in 2009

Second App for Most Avid Deal Hunters

Reward People for Downloading Your App Take Advantage of Mobile Capabilities

DOs #4 Consistent Experience Across Devices and Ofﬂine

Holistic Customer Experience http://www.getelastic.com/mobile-app-dos-donts/

Drive Ofﬂine Sales with Mobile Apps http://www.getelastic.com/ofﬂine-sales-mobile-apps/

DOs #5 Understand Mobile Context

Create a product, don’t re-imagine one for small screens. Great mobile products are created, never ported. –Brian Fling

Mobile’s Eight Unique Abilities http://bit.ly/b3oUtH | http://bit.ly/92TYAR

PERSONAL 63% do not share phone http://www.ﬂickr.com/photos/fchouse/2829381653/

~50% of US admit to sleeping with phone PERMANENTLY CARRIED http://www.ﬂickr.com/photos/kk/3615287378/

ALWAYS ON http://www.ﬂickr.com/photos/gilderic/3517477267/

BUILT-IN PAYMENT CHANNEL

CREATIVE IMPULSE http://www.ﬂickr.com/photos/d_a_v_i_d_m_/246298437/

ACCURATE MEASUREMENT http://www.ﬂickr.com/photos/memotions/259656126/

SOCIAL CONTEXT http://www.ﬂickr.com/photos/mythoto/1234638761/

100 million people actively using Facebook from their mobile devices http://blog.facebook.com/blog.php?post=297879717130

AUGMENTED REALITY http://issuu.com/mkparsley/docs/ikea

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

CORE PRINCIPLE Mobile First

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 3 Source: http://aneventapart.com/2010/seattle/slides/04_wroblewski.pdf

Luke’s Take on Mobile First Growth = Opportunity Constraints = Focus Capabilities = Innovation http://www.lukew.com/ff/entry.asp?933

http://www.lukew.com/ff/entry.asp?1117

ME NEED IPHONE APP. http://www.ﬂickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/

What is your mobile strategy? There shouldn’t be a mobile strategy. It should simply be THE strategy.

M M Mobile 4t ob on h ile da Po y, rtl 6p an m d First Mobile is disruptive technology. It will touch all aspects of your business. Plan accordingly. Slides: bit.ly/mp-strategy | @grigs | cloudfour.com | mobileportland.com

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Get Me a Mobile Strategy or You're FIRED!

by Jason Grigsby

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