The DOs and DON’Ts
of Mobile Strategy




Jason Grigsby
Slides: bit.ly/grigs-googletalk
@grigs • jason@cloudfour.com
cloud...
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...
!"#$%&'()*&+)&*',-*./0&1'2&13*".'()*&+)&*'45".*$")
                             $67")&'8'$9"-07':1&+1';'<='4,>':1&+1'?'@-/...
Opera Mini Traffic Increases
Usage up 200% year-over-year




       http://www.opera.com/media/smw/
!"#$%&'&()*+)#'",*- ."/'0$*+1"/02&%*3*4",015#02&%
6"7*+&89/%2",*:;0"%*.2%*<2(*2%*6"7*+)#'",*.$2'"*=%#58>"%0,*:;0"% ?/'0"1
...
!"##$%&'()'*+,-'.$/'01,2$'3)4$#'0%$+4$'5(%$'5+%6$4'
                        0+7"4+2"8+4"(#'4-+#'!"##$%&'()'9%"(%'01,2$&
  ...
!"#$%&'()*+,-$%./0"$%1232/*"3+4*+/4
       5"6)/"$742-"$83+/*+&,$9+2$:"**"3$;3&/"44+,-$;&#"3$<$='(3&>"6$74"3$=,*"3?2/"$<$
...
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 stan...
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?
Should the iPad Get Your Mobile Site?
Device Detection Must Be
Core Part of Your Mobile Strategy




   http://mobiforge.com/designing/story/effective-design-mu...
Media Queries Hide Problems

            Original   Resized   K Saved   % Saved

Holmes       34.7K      8.1K      26.6K  ...
Web Content Management Systems
are the Mainframes of the Mobile Era
I Believe Device Detection is
Part of Next Generation Platforms




   http://mobiforge.com/designing/story/effective-desi...
But even if you disagree with device
detection, you still need better systems:
Features of New Platforms

           Integrated image resizing
       Video conversion and resizing
 Separation of conten...
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




      ...
Blackberry Market Share Since iPhone Release

 20



 15



 10



  5



  0
   2007              2008              2009
http://blog.nielsen.com/nielsenwire/online_mobile/android-most-popular-
       operating-system-in-u-s-among-recent-smartp...
http://www.flickr.com/photos/earlysound/2710970750/ Creative Commons
iPhone Only Part of World Wide Market
  Symbian     RIM         Android         iPhone          Windows   Linux
  Others

...
U.S. Smartphone Subscribers
RIM            iPhone           Android            Windows             Palm



               ...
http://www.clickz.com/clickz/stats/1740629/smartphones-dominate-mobile-browser-app
Do Apps Create
Platform Lock-in?
If you've bought $200 worth of
applications for your
smartphone, you're much less
likely ...
Do Apps REALLY Create Platform Lock-in?

              App                   Cost

        Twitter for iPhone           Fr...
Are App Stores Essential to a Platform’s Success?
http://www.techpaparazzi.com/wp-content/uploads/2010/07/apps.jpg
Android Blasting Off
        Outsold iPhone in U.S. Q2
        RIM 36%, Android 28%, iPhone 21%


      20% Smartphones in...
115 Android Phones Announced or Shipping
Acer beTouch E110 – March                       HTC Paradise                     ...
Why Do We Assume There Will Be a Winner?
                         http://www.flickr.com/photos/jsymmetry/166749290/
Why compare mobile to the PC market?




                http://www.flickr.com/photos/mesq/413104380/sizes/o/
http://www.flickr.com/photos/wolfgangstaudt/2174481713/sizes/l/
Know Your Demographics


 Blackberry has     Emerging markets



40% 80%
global enterprise     of worldwide
 mobile market...
Know Your Geography

  Blackberry has                           Sharp sells



 37% 80%
  Latin America                   ...
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.
http://www.marketingweek.co.uk/disciplines/digital/news/orange-say-uk-mobile-users-prefer-browsers-to-apps/3018951.article
WebKit & HTML5: Dominant Mobile Platform

 2009 Smartphone Market
 Share (Gartner)
                                       ...
Flirtomatic
$15M in Revenue
• $12 per month from 175,000
  paying customers
• 30% use the service seven
  times a day
• So...
Our iPhone app has been a Top 10 iPhone
reference application for almost two years with
almost six million downloads, and ...
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.
          –Bria...
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/3615...
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/25965612...
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
                    ...
CORE PRINCIPLE




Mobile
First
Mobile First at Google




Google programmers are doing work
on mobile applications first, because
they are better apps an...
Luke’s Take on Mobile First



Growth                  = Opportunity
Constraints = Focus
Capabilities = Innovation


   ht...
http://www.lukew.com/ff/entry.asp?1117
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.
Mobile
First
 Mobile is disruptive technology.
 It will touch all aspects of your business.

 Plan accordingly.

Slides: b...
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
Google Talk: DOs and DON'Ts of Mobile Strategy
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Google Talk: DOs and DON'Ts of Mobile Strategy

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Published on

Presented at Google on October 8, 2010 as part of the Google Talks series.

Updated from previous presentations to talk about legacy content management systems and more ways our iPhone lens skews our perception of the world.

Published in: Technology

Google Talk: DOs and DON'Ts of Mobile Strategy

  1. 1. The DOs and DON’Ts of Mobile Strategy Jason Grigsby Slides: bit.ly/grigs-googletalk @grigs • jason@cloudfour.com cloudfour.com • mobileportand.com
  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
  4. 4. !"#$%&'()*&+)&*',-*./0&1'2&13*".'()*&+)&*'45".*$") $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$+$2/.FB Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
  5. 5. Opera Mini Traffic Increases Usage up 200% year-over-year http://www.opera.com/media/smw/
  6. 6. !"#$%&'&()*+)#'",*- ."/'0$*+1"/02&%*3*4",015#02&% 6"7*+&89/%2",*:;0"%*.2%*<2(*2%*6"7*+)#'",*.$2'"*=%#58>"%0,*:;0"% ?/'0"1 !"#$%&"'( !#$# )(&*+$", -(*./+012$/(&$(/ !+3#,(12$/(&$(/ !"#$%&'() !"#$%&'() !"#$%&'() !"#$%&'() !"#$%&'() *+,-. *+1-. *+/-. *++-. 0---. 234 234 234 234 5'((36. 5'((36. 5'((36. 5'((36. ;E7 A')'&?<:@B%'$#3(& 7'86"."9&: C"")<3: 2!P A?&?:C3(36?< !'.8": =>D: !"(&6"<:A?&? RS ;(&3<: 3E?F: U$366F S6'#3 =$$<3: G?H""I: R"(3F43<< !"#$%&36T'.'"( >6?8<3: G?H""I:J?$?( E%66"%)H. 5?():D?N. @7! =#?K"(L8"# A3<<: M3(83(& !"#$?B =<'N?N? E?'O% P?Q%&3( !"#$%&'())$*+&,*"-&./01+&#"&./21+&34+$5&")&6"*#7)$&011&*4)8()9+&:*$;$)7$<34+$5=>&5$+8#"?&@)#$*)$#&A())$*+&34+$5&")& 16 A$4B#C&D*$4#$5&,*"-&.//0&#"&*$+?$D#(;$&?$48&-4*8$#&D4?(#4B(E4#(")+F&G"7*D$%&64D#G$#>&6"*#7)$>&H"*94)&G#4)B$I&J$+$4*DCF Source: 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 #1 Don’t Assume Customers Have Downloaded Your App
  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. Don’t Skip Core Functionality How Do I Add an RSS Feed to My RSS Reader?
  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. Shake the App to Find a Random Gift? Source: http://www.getelastic.com/mobile-app-dos-donts/
  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. Media Queries Hide Problems Original Resized K Saved % Saved Holmes 34.7K 8.1K 26.6K 76.6% Watson 39.0K 8.4K 30.6K 78.4% Mycroft 30.5K 6.7K 23.8K 78.0% Moriarty 43.4K 8.2K 35.2K 81.1% Adler 26.0K 6.6K 19.4K 74.6% Winter 34.7K 7.8K 26.9K 77.5% Total 208.3K 45.8K 162.5K 78.0%
  35. 35. Web Content Management Systems are the Mainframes of the Mobile Era
  36. 36. I Believe Device Detection is Part of Next Generation Platforms http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes
  37. 37. But even if you disagree with device detection, you still need better systems:
  38. 38. Features of New Platforms Integrated image resizing Video conversion and resizing Separation of content from markup so content can be used in native apps Prioritization of content based on context Full-featured APIs http://www.flickr.com/photos/expressmonorail/3046970004/sizes/l/
  39. 39. DOs #1 Know Your Customers and What Devices They Use
  40. 40. “ 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
  41. 41. Blackberry Market Share Since iPhone Release 20 15 10 5 0 2007 2008 2009
  42. 42. http://blog.nielsen.com/nielsenwire/online_mobile/android-most-popular- operating-system-in-u-s-among-recent-smartphone-buyers/
  43. 43. http://www.flickr.com/photos/earlysound/2710970750/ Creative Commons
  44. 44. 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
  45. 45. 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
  46. 46. http://www.clickz.com/clickz/stats/1740629/smartphones-dominate-mobile-browser-app
  47. 47. Do Apps Create Platform Lock-in? If you've bought $200 worth of applications for your smartphone, you're much less likely to switch to a different model in the future. In short, high spending on smartphone apps ensures long- term platform loyalty. http://www.flickr.com/photos/fxp/2374147405/sizes/l/
  48. 48. Do Apps REALLY Create Platform Lock-in? App Cost Twitter for iPhone Free Reeder $2.99 Instapaper $4.99 Facebook Free 1Password $9.99 Total $17.97 Switching Costs are Lower
  49. 49. Are App Stores Essential to a Platform’s Success?
  50. 50. http://www.techpaparazzi.com/wp-content/uploads/2010/07/apps.jpg
  51. 51. 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
  52. 52. 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/
  53. 53. Why Do We Assume There Will Be a Winner? http://www.flickr.com/photos/jsymmetry/166749290/
  54. 54. Why compare mobile to the PC market? http://www.flickr.com/photos/mesq/413104380/sizes/o/
  55. 55. http://www.flickr.com/photos/wolfgangstaudt/2174481713/sizes/l/
  56. 56. Know Your Demographics Blackberry has Emerging markets 40% 80% global enterprise of worldwide mobile market. MMS traffic.
  57. 57. 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
  58. 58. What are your customers using? Ask Them Use Mobile Analytics
  59. 59. DOs #2 Look beyond native apps to mobile web, SMS & MMS
  60. 60. BMW Turned $70k MMS into $45M Revenue
  61. 61. CHALLENGE: Find a single report that doesn’t show exponential growth for mobile web.
  62. 62. http://www.marketingweek.co.uk/disciplines/digital/news/orange-say-uk-mobile-users-prefer-browsers-to-apps/3018951.article
  63. 63. 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.
  64. 64. 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
  65. 65. 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/
  66. 66. DOs #3 Apps for Your Most Loyal Customers, Add Value
  67. 67. iPhone App Generated $400M in 2009
  68. 68. Second App for Most Avid Deal Hunters
  69. 69. Reward People for Downloading Your App Take Advantage of Mobile Capabilities
  70. 70. DOs #4 Consistent Experience Across Devices and Offline
  71. 71. Holistic Customer Experience http://www.getelastic.com/mobile-app-dos-donts/
  72. 72. Drive Offline Sales with Mobile Apps http://www.getelastic.com/offline-sales-mobile-apps/
  73. 73. DOs #5 Understand Mobile Context
  74. 74. Create a product, don’t re-imagine one for small screens. Great mobile products are created, never ported. –Brian Fling
  75. 75. Mobile’s Eight Unique Abilities http://bit.ly/b3oUtH | http://bit.ly/92TYAR
  76. 76. PERSONAL 63% do not share phone http://www.flickr.com/photos/fchouse/2829381653/
  77. 77. ~50% of US admit to sleeping with phone PERMANENTLY CARRIED http://www.flickr.com/photos/kk/3615287378/
  78. 78. ALWAYS ON http://www.flickr.com/photos/gilderic/3517477267/
  79. 79. BUILT-IN PAYMENT CHANNEL
  80. 80. CREATIVE IMPULSE http://www.flickr.com/photos/d_a_v_i_d_m_/246298437/
  81. 81. ACCURATE MEASUREMENT http://www.flickr.com/photos/memotions/259656126/
  82. 82. SOCIAL CONTEXT http://www.flickr.com/photos/mythoto/1234638761/
  83. 83. 100 million people actively using Facebook from their mobile devices http://blog.facebook.com/blog.php?post=297879717130
  84. 84. AUGMENTED REALITY http://issuu.com/mkparsley/docs/ikea
  85. 85. 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
  86. 86. CORE PRINCIPLE Mobile First
  87. 87. 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
  88. 88. Luke’s Take on Mobile First Growth = Opportunity Constraints = Focus Capabilities = Innovation http://www.lukew.com/ff/entry.asp?933
  89. 89. http://www.lukew.com/ff/entry.asp?1117
  90. 90. http://www.lukew.com/ff/entry.asp?1117
  91. 91. ME NEED IPHONE APP. http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/
  92. 92. What is your mobile strategy? There shouldn’t be a mobile strategy. It should simply be THE strategy.
  93. 93. Mobile First Mobile is disruptive technology. It will touch all aspects of your business. Plan accordingly. Slides: bit.ly/grigs-googletalk | @grigs | cloudfour.com | mobileportland.com
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