• Like

Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Get Me a Mobile Strategy or You're Fired - Central Oregon Ad Fed

  • 4,722 views
Uploaded on

Variation on my talk about Mobile Strategy presented to the Central Oregon AdFed on October 28, 2010.

Variation on my talk about Mobile Strategy presented to the Central Oregon AdFed on October 28, 2010.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
4,722
On Slideshare
0
From Embeds
0
Number of Embeds
4

Actions

Shares
Downloads
154
Comments
0
Likes
11

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Get Me a Mobile Strategy or You’re FIRED! Jason Grigsby Slides: bit.ly/grigs_bendadfed Tweets during talk: grigs_talks @grigs • jason@cloudfour.com cloudfour.com • mobileportand.com
  • 2. Got email from this guy... http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/
  • 3. Mobile is Disruptive Technology http://www.flickr.com/photos/talkephotography/4523849236/ Creative Commons BY-NC-SA 2.0
  • 4. 4.6 Billion Mobile phone for >1/2 the planet. Flickr photo by Pingnews: http://www.flickr.com/photos/pingnews/370061022/
  • 5. 4.6 Billion in Perspective 4 4B 3 2 1.2B 1.3B 1.4B 1.5B 1.2B 0.85B 0.95B 1 Cars PCs Landlines Email 0 Internet TVs Credit Cards Mobile Source: http://communities-dominate.blogs.com/brands/2007/01/putting_27_bill.html http://communities-dominate.blogs.com/brands/2008/01/when-there-is-a.html
  • 6. !"#$%&'()*&+)&*',-*./0&1'2&13*".'()*&+)&*'45".*$") $67")&'8'$9"-07':1&+1';'<='4,>':1&+1'?'@-/+*&+1'4A*&+'>/-)07 3<7=4/1>13?=+571G0H1@??1A=5=B=13CB=A/1G0H1DE61G0H1@/.05,F/1I0/-0 J3-0.1#"1(+,-./-012345/16,+457 M&):: '" ,&-./"()*%"+*"% !"#$%&'()*%"+*"% 3<7=4/1>13?=+57 @/.05,F/K &" 6,+457/A1'L") 6,+457/A1!#L*% %" 2+805-38/-019::; M#&:: ,&-./"()*%"+*"% $" @??1A=5=B=13CB=A/ 6,+457/A1'L** #" M!!:: !"#$%&'()*%"+*"% !" DE6K M):: G1#H"16,+457/A1*L*% (! ($ (& () (* (!! (!$ (!& (!) (!* (+,-./-012345/16,+457 3<7=4/1>13?=+57 @??1A=5=B=13CB=A/ DE6 @/.05,F/ !"#$%&'()*&+,-+./0-$/+&12#2&3"#&242052-5$&-$6"/$&789%:;<&!$#+.2=$&,+$/+&50>0#$1&#"&?@&"35AB&C"/D23&@#235$A&E$+$2/.F&$+#0>2#$+& 26 G9:CC&3$#-""H+&F24$&+F0==$1&03&60/+#&$0DF#&I,2/#$/+&+03.$&52,3.F JKLMLNOB&@",/.$%&7">=23A&E$="/#+&P&C"/D23&@#235$A&E$+$2/.FB Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
  • 7. 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
  •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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
  • 11. http://www.flickr.com/photos/76074333@N00/317952268/ | http://futuristmovie.com Creative Commons BY-NC-SA 2.0
  • 12. ME NEED IPHONE APP. http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/
  • 13. We’ve been here before...
  • 14. and it wasn’t pretty.
  • 15. DON’Ts #1 Don’t Assume Customers Have Downloaded Your App
  • 16. DON’Ts #2 Don’t Rely on Flash
  • 17. Plants vs. Zombies
  • 18. DON’Ts #3 Don’t Make Finding Store Locations & Hours Difficult
  • 19. Do as We Say, Not as We do. http://www.mac-wallpapers.com/Apple-Wallpapers/white-apple-logo-wallpaper/
  • 20. DON’Ts #4 Simple to Use Does Not Mean Dumb
  • 21. Don’t Skip Core Functionality How Do I Add an RSS Feed to My RSS Reader?
  • 22. 1024 x 768: Still No Way to Add RSS
  • 23. Why Can’t You Subscribe to Podcasts in iTunes?
  • 24. 2001 Keynote
  • 25. http://peanutbuttereggdirt.com/e/2010/02/07/the- ipads-no-computer-–-and-for-good-reason/
  • 26. Digital Hub Strategy Sucks Mobile is Primary Experience
  • 27. Shake the App to Find a Random Gift? Source: http://www.getelastic.com/mobile-app-dos-donts/
  • 28. DON’Ts #5 Don’t forget that the ‘U’ in URL stands for Universal* * it actually stands for ‘uniform.’ ah well, close enough. ;-)
  • 29. URLs Should Go to Content, Not Mobile Home
  • 30. Why go to the Desktop Web?
  • 31. Great Mobile Site. Good Luck Finding it.
  • 32. URLs Don’t Open Apps
  • 33. Should the iPad Get Your Mobile Site?
  • 34. Device Detection Must Be Core Part of Your Mobile Strategy http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes
  • 35. Web Content Management Systems are the Mainframes of the Mobile Era
  • 36. DOs #1 Know Your Customers and What Devices They Use
  • 37. “ 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
  • 38. Blackberry Market Share Since iPhone Release 20 15 10 5 0 2007 2008 2009 Q2 2010
  • 39. http://www.flickr.com/photos/earlysound/2710970750/ Creative Commons
  • 40. 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% in Q2 2010 http://www.gartner.com/it/page.jsp?id=1421013
  • 41. 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
  • 42. 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
  • 43. 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/
  • 44. http://blog.nielsen.com/nielsenwire/online_mobile/android-most-popular- operating-system-in-u-s-among-recent-smartphone-buyers/
  • 45. Know Your Demographics Blackberry has Emerging markets 40% 80% global enterprise of worldwide mobile market. MMS traffic.
  • 46. 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
  • 47. What are your customers using? Ask Them Use Mobile Analytics
  • 48. DOs #2 Look beyond native apps to mobile web, SMS & MMS
  • 49. SMS Dominance ITU Reports Teens send & receive 200k 3339 text messages sent texts a month—more every second. than 100 per day.
  • 50. BMW Turned $70k MMS into $45M Revenue
  • 51. CHALLENGE: Find a single report that doesn’t show exponential growth for mobile web.
  • 52. 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.
  • 53. 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/
  • 54. DOs #3 Apps for Your Most Loyal Customers, Add Value
  • 55. iPhone App Generated $400M in 2009
  • 56. Second App for Most Avid Deal Hunters
  • 57. Reward People for Downloading Your App Take Advantage of Mobile Capabilities
  • 58. DOs #4 Consistent Experience Across Devices and Offline
  • 59. Holistic Customer Experience http://www.getelastic.com/mobile-app-dos-donts/
  • 60. Drive Offline Sales with Mobile Apps http://www.getelastic.com/offline-sales-mobile-apps/
  • 61. DOs #5 Understand Mobile Context
  • 62. Create a product, don’t re-imagine one for small screens. Great mobile products are created, never ported. –Brian Fling
  • 63. Mobile’s Eight Unique Abilities http://bit.ly/b3oUtH | http://bit.ly/92TYAR
  • 64. PERSONAL 63% do not share phone http://www.flickr.com/photos/fchouse/2829381653/
  • 65. ~50% of US admit to sleeping with phone PERMANENTLY CARRIED http://www.flickr.com/photos/kk/3615287378/
  • 66. ALWAYS ON http://www.flickr.com/photos/gilderic/3517477267/
  • 67. BUILT-IN PAYMENT CHANNEL
  • 68. CREATIVE IMPULSE http://www.flickr.com/photos/d_a_v_i_d_m_/246298437/
  • 69. ACCURATE MEASUREMENT http://www.flickr.com/photos/memotions/259656126/
  • 70. SOCIAL CONTEXT http://www.flickr.com/photos/mythoto/1234638761/
  • 71. 100 million people actively using Facebook from their mobile devices http://blog.facebook.com/blog.php?post=297879717130
  • 72. AUGMENTED REALITY http://issuu.com/mkparsley/docs/ikea
  • 73. 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
  • 74. CORE PRINCIPLE Mobile First
  • 75. 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
  • 76. Luke’s Take on Mobile First Growth = Opportunity Constraints = Focus Capabilities = Innovation http://www.lukew.com/ff/entry.asp?933
  • 77. http://www.lukew.com/ff/entry.asp?1117
  • 78. http://www.lukew.com/ff/entry.asp?1117
  • 79. ME NEED IPHONE APP. http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/
  • 80. What is your mobile strategy? There shouldn’t be a mobile strategy. It should simply be THE strategy.
  • 81. 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/grigs_bendadfed | @grigs | cloudfour.com | mobileportland.com