Where 2.0 -- Get me a mobile strategy or you’re fired!

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Updated version of my mobile strategy slides for Where 2.0 in Santa Clara, April 2011

Updated version of my mobile strategy slides for Where 2.0 in Santa Clara, April 2011

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  • 1. Get Me a MobileStrategy orYou’re FIRED!Jason GrigsbySlides: bit.ly/grigs-where2011Tweets: @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. DOs#1 Know Your Customers and What Devices They Use
  • 18. http://www.flickr.com/photos/earlysound/2710970750/ Creative Commons
  • 19. 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
  • 20. 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
  • 21. Know Your Demographics Blackberry has Emerging markets40% 80%global enterprise of worldwide mobile market. MMS traffic.
  • 22. 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
  • 23. What are your customers using? Ask ThemUse Mobile Analytics
  • 24. DOs#2 Look beyond native apps to mobile web, SMS & MMS
  • 25. BMW Turned $70k MMS into $45M Revenue
  • 26. CHALLENGE:Find a single report that doesn’t show exponential growth for mobile web.
  • 27. DOs#3 Apps for Your Most Loyal Customers, Add Value
  • 28. iPhone App Generated $600M in First Year
  • 29. Second App for Most Avid Deal Hunters
  • 30. Reward People for Downloading Your App Take Advantage of Mobile Capabilities
  • 31. DOs#4 Understand Mobile Context
  • 32. Create a product,don’t re-imagine onefor small screens.Great mobileproducts are created,never ported. –Brian Fling
  • 33. Mobile’s Eight Unique Abilities http://bit.ly/b3oUtH | http://bit.ly/92TYAR
  • 34. PERSONAL 63% do not share phonehttp://www.flickr.com/photos/fchouse/2829381653/
  • 35. ~50% of US admit to sleeping with phonePERMANENTLYCARRIED http://www.flickr.com/photos/kk/3615287378/
  • 36. ALWAYS ON http://www.flickr.com/photos/gilderic/3517477267/
  • 37. BUILT-IN PAYMENTCHANNEL
  • 38. CREATIVEIMPULSE http://www.flickr.com/photos/d_a_v_i_d_m_/246298437/
  • 39. ACCURATE MEASUREMENThttp://www.flickr.com/photos/memotions/259656126/
  • 40. SOCIAL CONTEXT http://www.flickr.com/photos/mythoto/1234638761/
  • 41. AUGMENTEDREALITY http://issuu.com/mkparsley/docs/ikea
  • 42. Google’s Three Mobile Behavior Groups Urgent now Repetitive now Bored nowhttp://www.informationweek.com/blog/main/archives/2007/04/google_lays_out.html
  • 43. CORE PRINCIPLEMobileFirst
  • 44. Luke’s Take on Mobile FirstGrowth = OpportunityConstraints = FocusCapabilities = Innovation http://www.lukew.com/ff/entry.asp?933
  • 45. http://www.lukew.com/ff/entry.asp?1117
  • 46. http://www.lukew.com/ff/entry.asp?1117
  • 47. ME NEED IPHONE APP.http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/
  • 48. What is your mobile strategy?There shouldn’t be a mobile strategy.It should simply be THE strategy.
  • 49. MobileFirst Mobile is disruptive technology. It will touch all aspects of your business. Plan accordingly.Slides: bit.ly/grigs-where2011 | @grigs | cloudfour.com/blog