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Get Me a MobileStrategy orYou’re FIRED!Jason GrigsbySlides: bit.ly/grigs-innotech2011Tweets during talk: @grigs_talks@grig...
Get a lot of 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
!"#$%&()*&+)&*,-*./0&12&13*".()*&+)&*45".*$")                             $67")&8$9"-07:1&+1;<=4,>:1&+1?@-/+*&+14A*&+>/-)0...
""#"""#"""                                            A72BC0-D.06+-E272-C4064                                            H...
!"#$%&&()*+)#",*- ."/0$*+1"/02&%*3*4",015#02&%6"7*+&89/%2",*:;0"%*.2%*<2(*2%*6"7*+)#",*.$2"*=%#58>"%0,*:;0"% ?/0"1  !"#$%&...
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 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#3               Don’t forget that the ‘U’ in                 URL stands for Universal*  * it actually stands for ‘u...
URLs Should Go to Content, Not Mobile Home
Links         don’t         open         appshttp://www.flickr.com/photos/mattimattila/4001221570/
Should the iPad Get Your Mobile Site?
Device Detection Must BeCore Part of Your Mobile Strategy   http://mobiforge.com/designing/story/effective-design-multiple...
Web Content Management Systemsare the Mainframes of the Mobile Era
Features of New Platforms           Integrated image resizing       Video conversion and resizing Separation of content fr...
DON’Ts#4       Don’t be believe the media         (or mobile experts for that matter)*          * Yes, that includes me!
Which is better? Who’s going to win?                       http://www.flickr.com/photos/jsymmetry/166749290/
http://www.flickr.com/photos/earlysound/2710970750/ Creative Commons
Question Group Think
Question Group Think
Do Apps CreatePlatform Lock-in?If youve bought $200 worth ofapplications for yoursmartphone, youre much lesslikely to swit...
Do Apps REALLY Create Platform Lock-in?              App                   Cost        Twitter for iPhone           Free  ...
Are App Stores Essential to a Platform’s Success?
1. Android Has Horrible App Store2. Needs to improve App Store to Compete          3. Oh Wait... NevermindAndroid       RI...
http://www.millennialmedia.com/wp-content/images/mobilemix/MM-MobileMix-Dec2010.pdf
Unlimited Voice, Text and Web for $40/mo.
81% of iPhone owners have household incomesgreater than the U.S. median household incomehttp://blog.comscore.com/2011/01/v...
Cheaper iPhone Will Be a Big Deal                (I think. Remember I don’t know either!)The analyst says Cook “appeared t...
Why compare mobile to the PC market?                http://www.flickr.com/photos/mesq/413104380/sizes/o/
DOs#1    Know Your Customers and      What Devices They Use
iPhone Only Part of World Wide Market   Symbian       Android            RIM           iPhone     Windows   Other         ...
U.S. Smartphone Subscribers Feb 2011  Android       RIM        iPhone         Windows          Palm           Others      ...
Know Your Demographics Blackberry has     Emerging markets40% 80%global enterprise     of worldwide mobile market.       M...
Know Your Geography  Blackberry has                           Sharp sells 37% 80%  Latin America                     of it...
What are your customers using?       Ask ThemUse 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 2010 Smartphone Market Share (Gartner)                    4% 4%      Symbian     ...
DOs#3    Apps for Your Most Loyal      Customers, Add Value
iPhone App Generated $600M in First Year
Second App for Most Avid Deal Hunters
Reward People for Downloading Your App   Take Advantage of Mobile Capabilities
DOs#4    Understand Mobile Context
Create a product,don’t re-imagine onefor small screens.Great mobileproducts are created,never ported.          –Brian Fling
Mobile’s Eight Unique Abilities          http://bit.ly/b3oUtH | http://bit.ly/92TYAR
PERSONAL              63% do not             share phonehttp://www.flickr.com/photos/fchouse/2829381653/
~50% of US admit to              sleeping with phonePERMANENTLYCARRIED          http://www.flickr.com/photos/kk/3615287378/
ALWAYS ON   http://www.flickr.com/photos/gilderic/3517477267/
BUILT-IN PAYMENTCHANNEL
CREATIVEIMPULSE    http://www.flickr.com/photos/d_a_v_i_d_m_/246298437/
ACCURATE                                                   MEASUREMENThttp://www.flickr.com/photos/memotions/259656126/
SOCIAL CONTEXT   http://www.flickr.com/photos/mythoto/1234638761/
AUGMENTEDREALITY            http://issuu.com/mkparsley/docs/ikea
Google’s Three Mobile Behavior Groups                    Urgent now               Repetitive now                     Bored...
80% during     misc downtime     76% while     waiting in lines     62% while     watching TV     69% for point of     sal...
CORE PRINCIPLEMobileFirst
Mobile First at GoogleGoogle programmers are doing workon mobile applications first, becausethey are better apps and thats...
Luke’s Take on Mobile FirstGrowth                  = OpportunityConstraints = FocusCapabilities = Innovation   http://www....
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.
M MMobile                                                                 4t                                              ...
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
Innotech - Get Me a Mobile Strategy or You’re Fired!
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.

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

  1. 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. 2. Get a lot of 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. !"#$%&()*&+)&*,-*./0&12&13*".()*&+)&*45".*$") $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. 7. http://www.flickr.com/photos/76074333@N00/317952268/ | http://futuristmovie.com Creative Commons BY-NC-SA 2.0
  8. 8. ME NEED IPHONE APP.http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/
  9. 9. We’ve been here before...
  10. 10. and it wasn’t pretty.
  11. 11. DON’Ts#1 Don’t Assume Customers Have Downloaded Your App
  12. 12. DON’Ts#2 Don’t Make Finding Store Locations & Hours Difficult
  13. 13. Do as We Say, Not as We do.http://www.mac-wallpapers.com/Apple-Wallpapers/white-apple-logo-wallpaper/
  14. 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. 15. URLs Should Go to Content, Not Mobile Home
  16. 16. Links don’t open appshttp://www.flickr.com/photos/mattimattila/4001221570/
  17. 17. Should the iPad Get Your Mobile Site?
  18. 18. Device Detection Must BeCore Part of Your Mobile Strategy http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes
  19. 19. Web Content Management Systemsare the Mainframes of the Mobile Era
  20. 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. 21. DON’Ts#4 Don’t be believe the media (or mobile experts for that matter)* * Yes, that includes me!
  22. 22. Which is better? Who’s going to win? http://www.flickr.com/photos/jsymmetry/166749290/
  23. 23. http://www.flickr.com/photos/earlysound/2710970750/ Creative Commons
  24. 24. Question Group Think
  25. 25. Question Group Think
  26. 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. 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. 28. Are App Stores Essential to a Platform’s Success?
  29. 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. 30. http://www.millennialmedia.com/wp-content/images/mobilemix/MM-MobileMix-Dec2010.pdf
  31. 31. Unlimited Voice, Text and Web for $40/mo.
  32. 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. 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. 34. Why compare mobile to the PC market? http://www.flickr.com/photos/mesq/413104380/sizes/o/
  35. 35. DOs#1 Know Your Customers and What Devices They Use
  36. 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. 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. 38. Know Your Demographics Blackberry has Emerging markets40% 80%global enterprise of worldwide mobile market. MMS traffic.
  39. 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. 40. What are your customers using? Ask ThemUse Mobile Analytics
  41. 41. DOs#2 Look beyond native apps to mobile web, SMS & MMS
  42. 42. BMW Turned $70k MMS into $45M Revenue
  43. 43. CHALLENGE:Find a single report that doesn’t show exponential growth for mobile web.
  44. 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. 45. DOs#3 Apps for Your Most Loyal Customers, Add Value
  46. 46. iPhone App Generated $600M in First Year
  47. 47. Second App for Most Avid Deal Hunters
  48. 48. Reward People for Downloading Your App Take Advantage of Mobile Capabilities
  49. 49. DOs#4 Understand Mobile Context
  50. 50. Create a product,don’t re-imagine onefor small screens.Great mobileproducts are created,never ported. –Brian Fling
  51. 51. Mobile’s Eight Unique Abilities http://bit.ly/b3oUtH | http://bit.ly/92TYAR
  52. 52. PERSONAL 63% do not share phonehttp://www.flickr.com/photos/fchouse/2829381653/
  53. 53. ~50% of US admit to sleeping with phonePERMANENTLYCARRIED http://www.flickr.com/photos/kk/3615287378/
  54. 54. ALWAYS ON http://www.flickr.com/photos/gilderic/3517477267/
  55. 55. BUILT-IN PAYMENTCHANNEL
  56. 56. CREATIVEIMPULSE http://www.flickr.com/photos/d_a_v_i_d_m_/246298437/
  57. 57. ACCURATE MEASUREMENThttp://www.flickr.com/photos/memotions/259656126/
  58. 58. SOCIAL CONTEXT http://www.flickr.com/photos/mythoto/1234638761/
  59. 59. AUGMENTEDREALITY http://issuu.com/mkparsley/docs/ikea
  60. 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. 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. 62. CORE PRINCIPLEMobileFirst
  63. 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. 64. Luke’s Take on Mobile FirstGrowth = OpportunityConstraints = FocusCapabilities = Innovation http://www.lukew.com/ff/entry.asp?933
  65. 65. http://www.lukew.com/ff/entry.asp?1117
  66. 66. http://www.lukew.com/ff/entry.asp?1117
  67. 67. ME NEED IPHONE APP.http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/
  68. 68. What is your mobile strategy?There shouldn’t be a mobile strategy.It should simply be THE strategy.
  69. 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
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