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The Mobile Shift: How Mobile is Changing Consumer Behavior
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The Mobile Shift: How Mobile is Changing Consumer Behavior

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The world is rapidly changing as mobile devices are quickly becoming the new norm for communications and information gathering. The introduction of the Apple iPhone shifted the use and expectation of …

The world is rapidly changing as mobile devices are quickly becoming the new norm for communications and information gathering. The introduction of the Apple iPhone shifted the use and expectation of smart phone devices from businessmen to housewives. “The Mobile Shift” seminar will teach you and your colleagues how consumer behavior is changing and how your business can capitalize on this emerging, dominant technology to grow your business.

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  • “ The Mobile Age” is divided into four key sections. Mobile 101 provides an overview of mobile technology and terms to familiarize viewers of this presentation with key terms and nomenclature. Mobile’s Impact is a look at the history of mobile and it’s integration with the Internet. Most importantly, this section of the presentation provides a look at trends in consumer behavior created by this mobile world we live in. Facts and Stats provides a wide variety of data points from third-party research and sources on what’s happening in the mobile world.
  • Smart phones are mobile devices that provide functionality beyond calling. These phones are equipped with operating systems that allow you advanced functionality and the capability to download software applications (apps) that provide increased functionality. Smart phones generally have larger screens than standard phones and make viewing content easier. Approximately 18% of all mobile phones are smart phones at the end of 2009. That’s about one in five phones. Leading players in this space are the iPhone and Blackberry (various models). Google’s Android platform is quickly rising with a variety of new devices introduced in recent weeks. It’s important to note that ‘standard phones’ are not necessarily ‘dumb.’ 89% of all phones (including smart phones) can browse the Internet and get access to data sources via major carriers data services.
  • Most of the web sites that are built, actually more than 9 out of every 10 sites, are not readily viewable on mobile devices. These computers, both desktops and laptops, offer large screen resolution, often faster processes, dedicated video memory and other technology that allows web developers to create emersive site designs that work well on these machines. Mobile devices, on the other hand, have a limited bandwidth, much smaller screen resolution, lack some of the more complicated software to render certain types of programming on web sites. Most importantly, consumers have different user behaviors between using their computers and their phones. Thus – not only for technology reasons, most web sites don’t ‘work’ for users on their mobile device.
  • Most of the web sites that are built, actually more than 9 out of every 10 sites, are not readily viewable on mobile devices. These computers, both desktops and laptops, offer large screen resolution, often faster processes, dedicated video memory and other technology that allows web developers to create emersive site designs that work well on these machines. Mobile devices, on the other hand, have a limited bandwidth, much smaller screen resolution, lack some of the more complicated software to render certain types of programming on web sites. Most importantly, consumers have different user behaviors between using their computers and their phones. Thus – not only for technology reasons, most web sites don’t ‘work’ for users on their mobile device.
  • 52% Review a product description 43% Check order status
  • “ The Mobile Age” is a presentation of Mobiltopia (http://www.mobiltopia.com), creators of mobile-optimized web sites and custom apps for iPhone, Blackberry, Palm and Android. Mobiltopia is a venture of Project Brilliant (http://www.projectbrilliant.com). This presentation is copyright Project Brilliant ®. All rights reserved.

Transcript

  • 1. The Mobile Shift James Burnes CEO & Founder [email_address] (317) 426-0865
  • 2. Today’s Goals
    • Discuss current data on consumer behavior and penetration of mobile devices
    • Key concepts behind businesses leveraging mobile to drive incremental revenue
    • Steps to build a mobile strategy for your business
  • 3. Mobile 101
  • 4. “ smart phone” “ standard phone”
  • 5. Web sites that work here. Don’t usually work here.
  • 6. New, proprietary ‘app stores’ are evolving to provide consumers with custom software for individual mobile device operating systems.
  • 7. Apps Sites
  • 8. SMS Short message service aka “ Texting” Text now: “mobiltopia” to 50500
  • 9. Milestones in Mobile Web Introduction of Smartphones 3G Networks debut iPhone Debuts iTunes App Store Debuts 1999 2005 2007 2009 Internet on cell phones begin to see limited use, primarily for email Web browsing begins to emerge as speeds improve. Still primarily used for business applications, email. Mobile Internet shifts from business professionals to housewives, teens and casual adult consumers 2G Introduced 2001 2010 begins with 1 in 3 US mobile phone users surfing the Internet on mobile devices 2003 Google Droid, 4G Begin
  • 10. Broadband Internet for mobile devices has created an always on, everywhere connected culture.
  • 11. “ The rate of internal change must be greater than the rate of external change, or the company will fall behind” - Jack Welch
  • 12. We’re in An Age Where Businesses Can Be Run From A Phone!
  • 13. Broadband Speeds Are Increasing As New Technology Feeds Consumer Demand 1999 2005 2007 2009 2001 2003 2011 2013 1G 3G 2G 4G
  • 14. Mobile Broadband Use Will Exceed Fixed Broadband in 2010 Globally 2006 2008 2010 2012 Mobile Broadband Subscriptions Fixed Broadband Subscriptions Source: Ovum, Strategy Analytics, Ericsson
  • 15. More Than Half of All Phone Sold Will Be “Smart” By 2011 1999 2005 2007 2009 2001 2003 2011 33% 51%
  • 16. = Dissatisfied customers Web sites that work here. But don’t work here
  • 17. The 4 Hurdles ‘Regular’ Sites Fail To Cross On Mobile Devices
    • Small screens, often less than ¼ the resolution
    • Awkward input for navigation without a mouse
    • Long download times
    • Design UI that doesn’t reflect how consumers browse on mobile devices
    *IndyStar.com Is used as an example. Mobiltopia is not responsible for their site development.
  • 18. Smart phones are becoming an essential consumer tool
    • 68% Look up shopping info about an item to purchase online
    • 68% find address and store hours of preferred store
    • 45% Look at third party or consumer reviews of product during the purchase process
    • 43% Look for retailer or product coupons
    • 36% Check price of product while in store to determine ‘good deal’
    Source: Compete Smartphone Intelligence Survey, Q3 2009
  • 19. 45 % of smartphone users who tried to make a purchase online but where unable to do so because the site would not load or work on their phone. Source: Compete Smartphone Intelligence Survey, Q3 2009
  • 20. 38 % of smartphone users who tried to make a purchase online but abandoned the process because site was not optimized specifically for their device. Source: Compete Smartphone Intelligence Survey, Q3 2009
  • 21. 37 % of smartphone users have made a purchase directly with their phone in the past 6 months. Source: Compete Smartphone Intelligence Survey, Q3 2009
  • 22. *IndyStar.com Is used as an example. Mobiltopia is not responsible for their site development.
  • 23. *IndyStar.com Is used as an example. Mobiltopia is not responsible for their site development.
  • 24. How Customers Are Turning to their phones for information
  • 25. To search for answers
  • 26. To find options…
  • 27. To check mail
  • 28. To get reviews from others…
  • 29. To share their experiences…
  • 30. To make purchasing decisions…
  • 31. To get directions
  • 32. To connect with others
  • 33. To research, before entering
  • 34. To discounts & coupons
  • 35. To report and notify…
  • 36. Creating a mobile strategy
  • 37. Who is our audience? #1
  • 38. What do they need to do: mobile versus desktop? #2
  • 39. What is the expected ROI? #3
  • 40. mobile site or custom app? #4
  • 41. A few highlights
    • Rich media and interactive elements
    • Accessing proprietary data or content
    • Location based
    • Password protection required
    • Targeting early-adopters or tech-savvy crowd
    • E-Commerce (fast transactions)
    • Video or ‘streamed’ data
    • Limited or no changes to design or structure
    • Basic content (copy and images only)
    • Simple database searches
    • Reach all users
    • E-Commerce (slower transactions)
    • Frequent changes/updates to design or structure
    • Ability to scale to more content or features
    • Low cost of entry
    • Quick, guaranteed launch
  • 42. How Much Should I Expect To Invest To Leverage Mobile? Development Cost: $5-100k $1.5-15k Hosting Cost: N/A $60-$150/mo Maintenance Cost: Varies. Typically minimum of 10% of original cost for any change. For ‘upgrades’ or feature enhancements, costs can quickly exceed 25% of original cost. Varies. Simple content changes may cost less than $100, complex changes or upgrades vary per requirement. Platforms: Each platform requires new version of app to be created. Mobile site works on all platforms. Time to create: 2-12 months 5-15 business days Marketing cost: Varies per project. No additional investment required.
  • 43. Internally or externally support? #5
  • 44. Proprietary or third-party presence? #6
  • 45. Any questions?
  • 46. Let’s finish with an opportunities audit
  • 47. Let’s Take The Mobile 5 Opportunities Audit
    • How might your customers use mobile devices to interact with your business?
    • How could your employees, when off-site, be more productive and connected?
    • What business data would you like accessible anytime, anywhere by you or your staff?
    • What are three different functions mobile could change the way you conduct business?
    • How could immediate access to information about your products or services affect the buying behaviour of your customers?
  • 48. Let’s have some Q&A
  • 49. Thank you!
  • 50.