THE FUTURE IS NOLONGER ABOUT ACONSUMER AT ACOMPUTER
IN 1983 THE FIRSTCOMMERCIAL MOBILECALL WAS PLACED                Pixel & Matter
THE PHONE COST$3,995                 Pixel & Matter
IT WEIGHED OVER 2.5POUNDS AND WAS 10.5INCHES TALL                 Pixel & Matter
AND THAT DIDN’TINCLUDE THE ANTENNA                 Pixel & Matter
TECHNOLOGYDRASTICALLYIMPROVES AT ANINCREDIBLE RATE
MEANWHILE, THEPRICE TAGDRASTICALLYDECREASES
THE FUTURE IS NOLONGER ABOUT ACONSUMER AT ACOMPUTER
THE FUTURE IS ABOUT ACONSUMER AT PERKINS ROWE ATON A FRIDAY NIGHT FILLING OUT APRESCRIPTION, LOOKING UP AMOVIE SHOWTIME, C...
Mobile experiences need to focus on acore utility, and they need to be fast andreliable in order to be valuable in thoseen...
REMEMBER THENEW DEFINITION OFQUALITY
FEATURES   BENEFITS              Jeremiah Owyang - Altimeter
FEATURES        BENEFITS    GPS   TouchSensors (A/V)  Contacts Portability                   Jeremiah Owyang - Altimeter
FEATURES         BENEFITS    GPS         Location Aware   Touch          InteractiveSensors (A/V)      Intelligent  Contac...
CONTENT ANDFUNCTIONALITYARE THE NEWCREATIVITY      Andy Bateman
Ivo Weevers - Smashing Magazine
BY 2015 MORECONSUMERS WILL ACCESSTHE INTERNET THROUGHMOBILE DEVICES THANTHROUGH PCs     Xbitlabs - Anton Shilov
MOBILE IS ANINDISPENSABLE PART OFOUR LIVES - IT FOLLOWSUS EVERYWHERE
Tech Crunch / Google
52% use whilewatching TV              Tech Crunch / Google
52%             79% use while    use to help withwatching TV      shopping                                 Tech Crunch / G...
52%             79%                  86% use while    use to help with   use while consumingwatching TV      shopping     ...
52%                79%                  86%  use while        use to help with   use while consuming watching TV          ...
52%                 79%                   86%  use while         use to help with    use while consuming watching TV      ...
52%                 79%                    86%  use while         use to help with    use while consuming watching TV     ...
MOBILE ACCESS TOINTERNET IS 60% OFALL INTERNETTRAFFIC            Mary Meeker - Internet Trends Report 2012
BY THE END OF THE YEARTHERE WILL BE MOREMOBILE DEVICES ON THEPLANET THAN HUMANS                     Mashable
THE POINT - WE’REUSING OUR MOBILEDEVICES FOREVERYTHING
We don’t need an advertising-focusedagency anymore. We need a marketingagency that can think strategically andcreatively, ...
PURCHASE EXPERIENCE                Jeremiah Owyang - Altimeter
PURCHASE EXPERIENCE         AWARENESS        CONSIDERATION           INTENT  - - - - - - - - - - - - - - - - - - - - Purch...
AWARENESS            Jeremiah Owyang - Altimeter
CONSIDERATION                Jeremiah Owyang - Altimeter
INTENT         Jeremiah Owyang - Altimeter
PURCHASE           Jeremiah Owyang - Altimeter
SUPPORT          Jeremiah Owyang - Altimeter
LOYALTY          Jeremiah Owyang - Altimeter
ADVOCACY           Jeremiah Owyang - Altimeter
Always understand how your customeruses mobile as they go through theseexperiences*Jeremiah Owyang - Altimeter
ASKQUESTIONS            Edward Boches
• How and when will people search fromASK           their devices?QUESTIONS                                              E...
• How and when will people search fromASK           their devices?            • Will they access the site when looking for...
• How and when will people search fromASK           their devices?            • Will they access the site when looking for...
With always on ideas like these, a brandcan earn a permanent place in a reader’smobile device and stay present in theirliv...
MOBILE USERS SPENDMORE TIME ON MOBILEAPPS THAN ON MOBILEWEBSITES, AND EVEN ONTHE INTERNET                        Google
NATIVE APP?MOBILE APP?HYBRID APP?
NATIVEAPP         Econsultancy
NATIVE   • Native apps make use of all the phone’s           features, such as the mobile phone camera,           geolocat...
NATIVE   • Native apps make use of all the phone’s           features, such as the mobile phone camera,           geolocat...
NATIVE   • Native apps make use of all the phone’s           features, such as the mobile phone camera,           geolocat...
NATIVE   • Native apps make use of all the phone’s           features, such as the mobile phone camera,           geolocat...
MOBILEAPP         Econsultancy
MOBILE   • This means the app works across all devices,           and ensures cross-platform compatibility. APP           ...
MOBILE   • This means the app works across all devices,           and ensures cross-platform compatibility.          • The...
MOBILE   • This means the app works across all devices,           and ensures cross-platform compatibility.          • The...
MOBILE   • This means the app works across all devices,           and ensures cross-platform compatibility.          • The...
HYRBIDAPP         Econsultancy
• Companies can develop cross-platform           applications that use web technologies (suchHYRBID     as HTML, JavaScrip...
• Companies can develop cross-platform           applications that use web technologies (suchHYRBID     as HTML, JavaScrip...
• Companies can develop cross-platform           applications that use web technologies (suchHYRBID     as HTML, JavaScrip...
• Companies can develop cross-platform           applications that use web technologies (suchHYRBID     as HTML, JavaScrip...
Google
LOCATION BASEDSERVICES (LBS)
Any service that uses the physical realworld location of your phone or any otherdevice.
We want thesharing of yourphysical locationto become asnatural andubiquitous as astatus update
55% OF ALL TEXTMESSAGES: ‘WHEREARE YOU’               SXSW
THE MOST USEDAPP IS MAPS                SXSW
SEARCHING FORLOCAL INFO IS THEMOST COMMONMOBILE ACTIVITY     Google
Google
94%look for local information                 Google
94%                   66%look for local    visit the business, information           either in                 store or on...
94%                   66%                  90%look for local    visit the business,     of those people information       ...
94% OF RETAILSALES STILL ATPHYSICAL STORE                 SXSW
NEAR FIELDCOMMUNICATIONS(NFC)
set of standards for mobile devices andsimilar devices to establish radiocommunication with each other bytouching them tog...
GEOFENCING
Personalized marketing messages toshoppers based on locations orproximity to stores
THE BEST OFLOCATION BASEDSERVICES IS YET TOCOME
FOR MARKETERS - AMORE REFINEDMESSAGE INCONTEXT
FOR CONSUMERS -YOU DEFINE THERELATIONSHIP
MOBILE BESTPRACTICES:
KEEP IT QUICK
Google
• Prioritize the content and  features that mobile users  need most                               Google
• Prioritize the content and    features that mobile users    need most•   Use your desktop site    analytics to what mobi...
• Prioritize the content and    features that mobile users    need most•   Use your desktop site    analytics to what mobi...
• Prioritize the content and    features that mobile users    need most•   Use your desktop site    analytics to what mobi...
MAKE IT EASY TOCONVERT
Google
• Use click to call  functionality                      Google
• Use click to call    functionality•   Reduce the number of steps    needed to complete an    action                     ...
• Use click to call    functionality•   Reduce the number of steps    needed to complete an    action•   Keep forms short ...
• Use click to call    functionality•   Reduce the number of steps    needed to complete an    action•   Keep forms short ...
SIMPLIFYNAVIGATION
Google
• Minimize scrolling and  keep it vertically only                            Google
• Minimize scrolling and    keep it vertically only•   Use a clear heirarchy in    menus and avoid rollovers              ...
• Minimize scrolling and    keep it vertically only•   Use a clear heirarchy in    menus and avoid rollovers•   Help users...
• Minimize scrolling and    keep it vertically only•   Use a clear heirarchy in    menus and avoid rollovers•   Help users...
• Minimize scrolling and    keep it vertically only•   Use a clear heirarchy in    menus and avoid rollovers•   Help users...
MAKE IT LOCAL
Google
• Have your address or store    locator on the landing page•   Include maps and    directions•   Use GPS to personalize   ...
DESIGN FORVISIBILITY
Google
• Create contrast between    background and text•   Make sure content fits    onscreen and can be read    without pinching ...
UNDERSTAND HOW ANDWHEN SOMEONE USESTHEIR MOBILE DEVICELEADS TO BETTER MOBILEFUNCTIONALITY      Edward Boches
Edward Boches
DOES IT:ENTERTAIN?PROVIDE VALUE?PROVIDE CONTENT?                   Edward Boches
In most cases, people want to connect toother like-minded or trusted friends viamobile more than they want to connect toyo...
Have people experience your brand nomatter where they are.*Tara Scarlett - Coca Cola
Mobile Strategy
Mobile Strategy
Mobile Strategy
Mobile Strategy
Mobile Strategy
Mobile Strategy
Mobile Strategy
Mobile Strategy
Mobile Strategy
Mobile Strategy
Mobile Strategy
Mobile Strategy
Mobile Strategy
Mobile Strategy
Mobile Strategy
Mobile Strategy
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Mobile Strategy

  1. 1. THE FUTURE IS NOLONGER ABOUT ACONSUMER AT ACOMPUTER
  2. 2. IN 1983 THE FIRSTCOMMERCIAL MOBILECALL WAS PLACED Pixel & Matter
  3. 3. THE PHONE COST$3,995 Pixel & Matter
  4. 4. IT WEIGHED OVER 2.5POUNDS AND WAS 10.5INCHES TALL Pixel & Matter
  5. 5. AND THAT DIDN’TINCLUDE THE ANTENNA Pixel & Matter
  6. 6. TECHNOLOGYDRASTICALLYIMPROVES AT ANINCREDIBLE RATE
  7. 7. MEANWHILE, THEPRICE TAGDRASTICALLYDECREASES
  8. 8. THE FUTURE IS NOLONGER ABOUT ACONSUMER AT ACOMPUTER
  9. 9. THE FUTURE IS ABOUT ACONSUMER AT PERKINS ROWE ATON A FRIDAY NIGHT FILLING OUT APRESCRIPTION, LOOKING UP AMOVIE SHOWTIME, CHECKINGEMAIL, AND SETTING UP AMEETING
  10. 10. Mobile experiences need to focus on acore utility, and they need to be fast andreliable in order to be valuable in thoseenvironments.*Ion Weevers - Smashing Magazine
  11. 11. REMEMBER THENEW DEFINITION OFQUALITY
  12. 12. FEATURES BENEFITS Jeremiah Owyang - Altimeter
  13. 13. FEATURES BENEFITS GPS TouchSensors (A/V) Contacts Portability Jeremiah Owyang - Altimeter
  14. 14. FEATURES BENEFITS GPS Location Aware Touch InteractiveSensors (A/V) Intelligent Contacts Personal / Social Portability Relevant at Point Jeremiah Owyang - Altimeter
  15. 15. CONTENT ANDFUNCTIONALITYARE THE NEWCREATIVITY Andy Bateman
  16. 16. Ivo Weevers - Smashing Magazine
  17. 17. BY 2015 MORECONSUMERS WILL ACCESSTHE INTERNET THROUGHMOBILE DEVICES THANTHROUGH PCs Xbitlabs - Anton Shilov
  18. 18. MOBILE IS ANINDISPENSABLE PART OFOUR LIVES - IT FOLLOWSUS EVERYWHERE
  19. 19. Tech Crunch / Google
  20. 20. 52% use whilewatching TV Tech Crunch / Google
  21. 21. 52% 79% use while use to help withwatching TV shopping Tech Crunch / Google
  22. 22. 52% 79% 86% use while use to help with use while consumingwatching TV shopping other media Tech Crunch / Google
  23. 23. 52% 79% 86% use while use to help with use while consuming watching TV shopping other media 39%use while in the bathroom Tech Crunch / Google
  24. 24. 52% 79% 86% use while use to help with use while consuming watching TV shopping other media 39% 13%use while in the use while having a bathroom conversation Tech Crunch / Google
  25. 25. 52% 79% 86% use while use to help with use while consuming watching TV shopping other media 39% 13% 13%use while in the use while having a use a result of seeing a bathroom conversation traditional ad Tech Crunch / Google
  26. 26. MOBILE ACCESS TOINTERNET IS 60% OFALL INTERNETTRAFFIC Mary Meeker - Internet Trends Report 2012
  27. 27. BY THE END OF THE YEARTHERE WILL BE MOREMOBILE DEVICES ON THEPLANET THAN HUMANS Mashable
  28. 28. THE POINT - WE’REUSING OUR MOBILEDEVICES FOREVERYTHING
  29. 29. We don’t need an advertising-focusedagency anymore. We need a marketingagency that can think strategically andcreatively, and deliver ideas that workacross all channels. That’s a much biggerchallenge than making an ad campaign.*Chris Kyle - VP of Global Brand Communications at Adidas
  30. 30. PURCHASE EXPERIENCE Jeremiah Owyang - Altimeter
  31. 31. PURCHASE EXPERIENCE AWARENESS CONSIDERATION INTENT - - - - - - - - - - - - - - - - - - - - Purchase SUPPORT LOYALTY ADVOCACY Jeremiah Owyang - Altimeter
  32. 32. AWARENESS Jeremiah Owyang - Altimeter
  33. 33. CONSIDERATION Jeremiah Owyang - Altimeter
  34. 34. INTENT Jeremiah Owyang - Altimeter
  35. 35. PURCHASE Jeremiah Owyang - Altimeter
  36. 36. SUPPORT Jeremiah Owyang - Altimeter
  37. 37. LOYALTY Jeremiah Owyang - Altimeter
  38. 38. ADVOCACY Jeremiah Owyang - Altimeter
  39. 39. Always understand how your customeruses mobile as they go through theseexperiences*Jeremiah Owyang - Altimeter
  40. 40. ASKQUESTIONS Edward Boches
  41. 41. • How and when will people search fromASK their devices?QUESTIONS Edward Boches
  42. 42. • How and when will people search fromASK their devices? • Will they access the site when looking forQUESTIONS directions or once inside the store? Edward Boches
  43. 43. • How and when will people search fromASK their devices? • Will they access the site when looking forQUESTIONS directions or once inside the store? • Will they want the hours and dates before visiting a museum or would they want the backstory of the painting they are in front of at the museum? Edward Boches
  44. 44. With always on ideas like these, a brandcan earn a permanent place in a reader’smobile device and stay present in theirlives during the entire purchase cycle andlife of a product.*Luke Sullivan
  45. 45. MOBILE USERS SPENDMORE TIME ON MOBILEAPPS THAN ON MOBILEWEBSITES, AND EVEN ONTHE INTERNET Google
  46. 46. NATIVE APP?MOBILE APP?HYBRID APP?
  47. 47. NATIVEAPP Econsultancy
  48. 48. NATIVE • Native apps make use of all the phone’s features, such as the mobile phone camera, geolocation, and the user’s address book. APP Econsultancy
  49. 49. NATIVE • Native apps make use of all the phone’s features, such as the mobile phone camera, geolocation, and the user’s address book. APP • Native apps do not need to be connected to the internet to be used.  Econsultancy
  50. 50. NATIVE • Native apps make use of all the phone’s features, such as the mobile phone camera, geolocation, and the user’s address book. APP • Native apps do not need to be connected to the internet to be used.  • A native app is specific to the mobile handset it is run on, since it uses the features of that specific handset.  Econsultancy
  51. 51. NATIVE • Native apps make use of all the phone’s features, such as the mobile phone camera, geolocation, and the user’s address book. APP • Native apps do not need to be connected to the internet to be used.  • A native app is specific to the mobile handset it is run on, since it uses the features of that specific handset.  • Native apps can be distributed on the phone’s marketplace   Econsultancy
  52. 52. MOBILEAPP Econsultancy
  53. 53. MOBILE • This means the app works across all devices, and ensures cross-platform compatibility. APP Econsultancy
  54. 54. MOBILE • This means the app works across all devices, and ensures cross-platform compatibility.  • The same base code can be used to support allAPP devices, including iPhone and Android.  Econsultancy
  55. 55. MOBILE • This means the app works across all devices, and ensures cross-platform compatibility.  • The same base code can be used to support allAPP devices, including iPhone and Android.  • However, web apps do not make use of the phone’s other features, such as the camera or geolocation.  Econsultancy
  56. 56. MOBILE • This means the app works across all devices, and ensures cross-platform compatibility.  • The same base code can be used to support allAPP devices, including iPhone and Android.  • However, web apps do not make use of the phone’s other features, such as the camera or geolocation.  • Web apps cannot be deployed to the phone’s marketplace. Econsultancy
  57. 57. HYRBIDAPP Econsultancy
  58. 58. • Companies can develop cross-platform applications that use web technologies (suchHYRBID as HTML, JavaScript and CSS), while still accessing the phone’s features.APP Econsultancy
  59. 59. • Companies can develop cross-platform applications that use web technologies (suchHYRBID as HTML, JavaScript and CSS), while still accessing the phone’s features. • The web portions can be downloaded from theAPP web, or packaged within it Econsultancy
  60. 60. • Companies can develop cross-platform applications that use web technologies (suchHYRBID as HTML, JavaScript and CSS), while still accessing the phone’s features. • The web portions can be downloaded from theAPP web, or packaged within it • This option allows companies to reap all the benefits of native apps while ensuring longevity associated with well-established web technologies. Econsultancy
  61. 61. • Companies can develop cross-platform applications that use web technologies (suchHYRBID as HTML, JavaScript and CSS), while still accessing the phone’s features. • The web portions can be downloaded from theAPP web, or packaged within it • This option allows companies to reap all the benefits of native apps while ensuring longevity associated with well-established web technologies. • The Facebook app is an example of a hybrid app; it is downloaded from the app store and has all the features of a native app, but requires updates from the web to function. Econsultancy
  62. 62. Google
  63. 63. LOCATION BASEDSERVICES (LBS)
  64. 64. Any service that uses the physical realworld location of your phone or any otherdevice.
  65. 65. We want thesharing of yourphysical locationto become asnatural andubiquitous as astatus update
  66. 66. 55% OF ALL TEXTMESSAGES: ‘WHEREARE YOU’ SXSW
  67. 67. THE MOST USEDAPP IS MAPS SXSW
  68. 68. SEARCHING FORLOCAL INFO IS THEMOST COMMONMOBILE ACTIVITY Google
  69. 69. Google
  70. 70. 94%look for local information Google
  71. 71. 94% 66%look for local visit the business, information either in store or online, after a local search Google
  72. 72. 94% 66% 90%look for local visit the business, of those people information either in take action as store or online, after a result a local search Google
  73. 73. 94% OF RETAILSALES STILL ATPHYSICAL STORE SXSW
  74. 74. NEAR FIELDCOMMUNICATIONS(NFC)
  75. 75. set of standards for mobile devices andsimilar devices to establish radiocommunication with each other bytouching them together or bringing theminto close proximity, usually no more thana few centimeters. Present and anticipatedapplications include contactlesstransactions, data exchange, andsimplified setup of more complex
  76. 76. GEOFENCING
  77. 77. Personalized marketing messages toshoppers based on locations orproximity to stores
  78. 78. THE BEST OFLOCATION BASEDSERVICES IS YET TOCOME
  79. 79. FOR MARKETERS - AMORE REFINEDMESSAGE INCONTEXT
  80. 80. FOR CONSUMERS -YOU DEFINE THERELATIONSHIP
  81. 81. MOBILE BESTPRACTICES:
  82. 82. KEEP IT QUICK
  83. 83. Google
  84. 84. • Prioritize the content and features that mobile users need most Google
  85. 85. • Prioritize the content and features that mobile users need most• Use your desktop site analytics to what mobile users are doing Google
  86. 86. • Prioritize the content and features that mobile users need most• Use your desktop site analytics to what mobile users are doing• Reduce large blocks of text and use bullet points for easy reading Google
  87. 87. • Prioritize the content and features that mobile users need most• Use your desktop site analytics to what mobile users are doing• Reduce large blocks of text and use bullet points for easy reading• Compress images for faster loading times Google
  88. 88. MAKE IT EASY TOCONVERT
  89. 89. Google
  90. 90. • Use click to call functionality Google
  91. 91. • Use click to call functionality• Reduce the number of steps needed to complete an action Google
  92. 92. • Use click to call functionality• Reduce the number of steps needed to complete an action• Keep forms short and use the fewest number of fields possible Google
  93. 93. • Use click to call functionality• Reduce the number of steps needed to complete an action• Keep forms short and use the fewest number of fields possible• Use check boxes, lists and scroll menus to make data entry easier Google
  94. 94. SIMPLIFYNAVIGATION
  95. 95. Google
  96. 96. • Minimize scrolling and keep it vertically only Google
  97. 97. • Minimize scrolling and keep it vertically only• Use a clear heirarchy in menus and avoid rollovers Google
  98. 98. • Minimize scrolling and keep it vertically only• Use a clear heirarchy in menus and avoid rollovers• Help users navigate between levels with clear back and home buttons. Google
  99. 99. • Minimize scrolling and keep it vertically only• Use a clear heirarchy in menus and avoid rollovers• Help users navigate between levels with clear back and home buttons.• Use seven links or fewer per page of navigation Google
  100. 100. • Minimize scrolling and keep it vertically only• Use a clear heirarchy in menus and avoid rollovers• Help users navigate between levels with clear back and home buttons.• Use seven links or fewer per page of navigation• Have a search box prominently available on complex sites Google
  101. 101. MAKE IT LOCAL
  102. 102. Google
  103. 103. • Have your address or store locator on the landing page• Include maps and directions• Use GPS to personalize when possible• Allow users to check stock at nearby stores Google
  104. 104. DESIGN FORVISIBILITY
  105. 105. Google
  106. 106. • Create contrast between background and text• Make sure content fits onscreen and can be read without pinching and zooming• Use plenty of negative space• Use size and color to indicate priority Google
  107. 107. UNDERSTAND HOW ANDWHEN SOMEONE USESTHEIR MOBILE DEVICELEADS TO BETTER MOBILEFUNCTIONALITY Edward Boches
  108. 108. Edward Boches
  109. 109. DOES IT:ENTERTAIN?PROVIDE VALUE?PROVIDE CONTENT? Edward Boches
  110. 110. In most cases, people want to connect toother like-minded or trusted friends viamobile more than they want to connect toyour brand. So give them all theopportunity possible by creating a siteexperience and/or apps that not onlyallow but encourage people to connectwith one another.*Edward Boches
  111. 111. Have people experience your brand nomatter where they are.*Tara Scarlett - Coca Cola
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