Get Me a MobileStrategy orYou’re FIRED!Jason GrigsbySlides: bit.ly/grigs-where2011Tweets: @grigs_talks@grigs • jason@cloud...
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/
DOs#1    Know Your Customers and      What Devices They Use
http://www.flickr.com/photos/earlysound/2710970750/ Creative Commons
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.
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...
CORE PRINCIPLEMobileFirst
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.
MobileFirst Mobile is disruptive technology. It will touch all aspects of your business. Plan accordingly.Slides: bit.ly/g...
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
Where 2.0 -- Get me a mobile strategy or you’re fired!
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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

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

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