Innotech - Get Me a Mobile Strategy or You’re Fired!
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Innotech - Get Me a Mobile Strategy or You’re Fired!

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Variation of my mobile strategy talk for Innotech. Added a new section on not believing the media and updated data.

Variation of my mobile strategy talk for Innotech. Added a new section on not believing the media and updated data.

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  • 1. Get Me a MobileStrategy orYou’re FIRED!Jason GrigsbySlides: bit.ly/grigs-innotech2011Tweets during talk: @grigs_talks@grigs • jason@cloudfour.comcloudfour.com/blog • mobileportand.com
  • 2. Get a lot of 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. !"#$%&()*&+)&*,-*./0&12&13*".()*&+)&*45".*$") $67")&8$9"-07:1&+1;<=4,>:1&+1?@-/+*&+14A*&+>/-)07 3<7=4/1>13?=+571G0H1@??1A=5=B=13CB=A/1G0H1DE61G0H1@/.05,F/1I0/-0 J3-0.1#"1(+,-./-012345/16,+457 M&):: " ,&-./"()*%"+*"% !"#$%&()*%"+*"% 3<7=4/1>13?=+57 @/.05,F/K &" 6,+457/A1L") 6,+457/A1!#L*% %" 2+805-38/-019::; M#&:: ,&-./"()*%"+*"% $" @??1A=5=B=13CB=A/ 6,+457/A1L** #" M!!:: !"#$%&()*%"+*"% !" 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/.FBSource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
  •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http://www.opera.com/smw/
  •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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
  • 7. http://www.flickr.com/photos/76074333@N00/317952268/ | http://futuristmovie.com Creative Commons BY-NC-SA 2.0
  • 8. ME NEED IPHONE APP.http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/
  • 9. We’ve been here before...
  • 10. and it wasn’t pretty.
  • 11. DON’Ts#1 Don’t Assume Customers Have Downloaded Your App
  • 12. DON’Ts#2 Don’t Make Finding Store Locations & Hours Difficult
  • 13. Do as We Say, Not as We do.http://www.mac-wallpapers.com/Apple-Wallpapers/white-apple-logo-wallpaper/
  • 14. DON’Ts#3 Don’t forget that the ‘U’ in URL stands for Universal* * it actually stands for ‘uniform.’ ah well, close enough. ;-)
  • 15. URLs Should Go to Content, Not Mobile Home
  • 16. Links don’t open appshttp://www.flickr.com/photos/mattimattila/4001221570/
  • 17. Should the iPad Get Your Mobile Site?
  • 18. Device Detection Must BeCore Part of Your Mobile Strategy http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes
  • 19. Web Content Management Systemsare the Mainframes of the Mobile Era
  • 20. Features of New Platforms Integrated image resizing Video conversion and resizing Separation of content from markup so content can be used in native appsPrioritization of content based on context Full-featured APIs http://www.flickr.com/photos/expressmonorail/3046970004/sizes/l/
  • 21. DON’Ts#4 Don’t be believe the media (or mobile experts for that matter)* * Yes, that includes me!
  • 22. Which is better? Who’s going to win? http://www.flickr.com/photos/jsymmetry/166749290/
  • 23. http://www.flickr.com/photos/earlysound/2710970750/ Creative Commons
  • 24. Question Group Think
  • 25. Question Group Think
  • 26. Do Apps CreatePlatform Lock-in?If youve bought $200 worth ofapplications for yoursmartphone, youre much lesslikely to switch to a differentmodel in the future.In short, high spending onsmartphone apps ensures long-term platform loyalty. http://www.flickr.com/photos/fxp/2374147405/sizes/l/
  • 27. 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
  • 28. Are App Stores Essential to a Platform’s Success?
  • 29. 1. Android Has Horrible App Store2. Needs to improve App Store to Compete 3. Oh Wait... NevermindAndroid RIM iPhone Windows Palm Others 2.8% 7.7% 2% 33.0% 25.2% 28.9% http://www.comscore.com/Press_Events/Press_Releases/2011/1/ comScore_Reports_November_2010_U.S._Mobile_Subscriber_Market_Share
  • 30. http://www.millennialmedia.com/wp-content/images/mobilemix/MM-MobileMix-Dec2010.pdf
  • 31. Unlimited Voice, Text and Web for $40/mo.
  • 32. 81% of iPhone owners have household incomesgreater than the U.S. median household incomehttp://blog.comscore.com/2011/01/verizon_iphone_mobile_market.html
  • 33. Cheaper iPhone Will Be a Big Deal (I think. Remember I don’t know either!)The analyst says Cook “appeared to reaffirmthe notion that Apple is likely to develop lowerpriced offerings” to expand the market for theiPhone. Cook said the company is planning“clever things” to address the prepaid market,and that Apple did not want its products to be“just for the rich,” and that the company is “notceding any market.”http://blogs.forbes.com/ericsavitz/2011/02/28/apple-plots-move-to-expand-iphones-market-share/
  • 34. Why compare mobile to the PC market? http://www.flickr.com/photos/mesq/413104380/sizes/o/
  • 35. DOs#1 Know Your Customers and What Devices They Use
  • 36. iPhone Only Part of World Wide Market Symbian Android RIM iPhone Windows Other 4% 4% 16% 37% 16% 23% Android 23%, iPhone 16% in 2010 http://www.gartner.com/it/page.jsp?id=1421013
  • 37. U.S. Smartphone Subscribers Feb 2011 Android RIM iPhone Windows Palm Others 2.8% 7.7% 2% 33.0% 25.2% 28.9% http://www.comscore.com/Press_Events/Press_Releases/2011/1/ comScore_Reports_November_2010_U.S._Mobile_Subscriber_Market_Share
  • 38. Know Your Demographics Blackberry has Emerging markets40% 80%global enterprise of worldwide mobile market. MMS traffic.
  • 39. Know Your Geography Blackberry has Sharp sells 37% 80% Latin America of its phones insmartphone market. Japan, leads market. Most popular phone for youth in Brazil is Blackberry. Blackberry Messenger is Addictive. Network Effects. Source: http://bit.ly/dlpGt8
  • 40. What are your customers using? Ask ThemUse Mobile Analytics
  • 41. DOs#2 Look beyond native apps to mobile web, SMS & MMS
  • 42. BMW Turned $70k MMS into $45M Revenue
  • 43. CHALLENGE:Find a single report that doesn’t show exponential growth for mobile web.
  • 44. WebKit & HTML5: Dominant Mobile Platform 2010 Smartphone Market Share (Gartner) 4% 4% Symbian 16% Android 38% Blackberry iPhone WebOS Windows/Others 16% Phones currently shipping 23% WebKit in blue (96%). By contrast, 10 smartphone operating systems.
  • 45. DOs#3 Apps for Your Most Loyal Customers, Add Value
  • 46. iPhone App Generated $600M in First Year
  • 47. Second App for Most Avid Deal Hunters
  • 48. Reward People for Downloading Your App Take Advantage of Mobile Capabilities
  • 49. DOs#4 Understand Mobile Context
  • 50. Create a product,don’t re-imagine onefor small screens.Great mobileproducts are created,never ported. –Brian Fling
  • 51. Mobile’s Eight Unique Abilities http://bit.ly/b3oUtH | http://bit.ly/92TYAR
  • 52. PERSONAL 63% do not share phonehttp://www.flickr.com/photos/fchouse/2829381653/
  • 53. ~50% of US admit to sleeping with phonePERMANENTLYCARRIED http://www.flickr.com/photos/kk/3615287378/
  • 54. ALWAYS ON http://www.flickr.com/photos/gilderic/3517477267/
  • 55. BUILT-IN PAYMENTCHANNEL
  • 56. CREATIVEIMPULSE http://www.flickr.com/photos/d_a_v_i_d_m_/246298437/
  • 57. ACCURATE MEASUREMENThttp://www.flickr.com/photos/memotions/259656126/
  • 58. SOCIAL CONTEXT http://www.flickr.com/photos/mythoto/1234638761/
  • 59. AUGMENTEDREALITY http://issuu.com/mkparsley/docs/ikea
  • 60. Google’s Three Mobile Behavior Groups Urgent now Repetitive now Bored nowhttp://www.informationweek.com/blog/main/archives/2007/04/google_lays_out.html
  • 61. 80% during misc downtime 76% while waiting in lines 62% while watching TV 69% for point of sale researchhttp://blog.compete.com/2010/03/12/smartphone-owners-a-ready-and-willing-audience/
  • 62. CORE PRINCIPLEMobileFirst
  • 63. Mobile First at GoogleGoogle programmers are doing workon mobile applications first, becausethey are better apps and thats whattop programmers want to develop.–Eric Schmidt, Google CEO 3 Source: http://aneventapart.com/2010/seattle/slides/04_wroblewski.pdf
  • 64. Luke’s Take on Mobile FirstGrowth = OpportunityConstraints = FocusCapabilities = Innovation http://www.lukew.com/ff/entry.asp?933
  • 65. http://www.lukew.com/ff/entry.asp?1117
  • 66. http://www.lukew.com/ff/entry.asp?1117
  • 67. ME NEED IPHONE APP.http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/
  • 68. What is your mobile strategy?There shouldn’t be a mobile strategy.It should simply be THE strategy.
  • 69. M MMobile 4t ob on h ile da Po y, rtl 6p an m dFirstMobile is disruptive technology.It will touch all aspects of your business.Plan accordingly.Slides: bit.ly/grigs-innotech2011 | @grigs |jason@cloudfour.com | cloudfour.com/blog | mobileportland.com