A New Look at Mobile:
Simple Strategies for
What do I know?
★ Began working with mobile in 2002 ile!
★ Cofounded Treasuremytext.com
★ Author “The Amazing iPhone” Report
★ Instigator at Mobile 2.0 agency “Appostles”
★ Work with creative organisations at Kisky
“While the mobile data industry holds
considerable promise in future, the
existing ecosystem is challenging for the
- Ajit Jaokar, Open Gardens.
★ Complex Development & Testing
★ Poor End User Experiences
★ Bureaucratic Walled Garden Mentality
★ Low Financial Incentive
★ A Stagnated Industry
★ Little Incentive to Innovate or Take Risks
My “user story”
★ Signed up for conference online
★ Joined social network, contributed content
★ Booked travel and hotel online
★ Texted myself address info of venue
★ Checked conference twitter #tag from mobile
app on iPhone
My “user story”
★ Tweeted my participation from iPhone
★ Checked related email on train via mobile
★ Looked up phone number on organiser’s
website via Safari on iPhone
★ Called organisers to confirm details
★ Used Google Maps on iPhone to find hotel
★ Used Twitpic to tweet conference photos via
Snapshot May ‘09
★ 21 Million iPhones in 80 countries
★ +13m iPod Touch
★ Apple #3 Mobile Phone manufacturer
★ 25,000+ Apps / 2.2 million downloads each
★ 500 million apps downloaded (half a billion!)
★ Investors - Loopt
★ Enterprise - Salesforce.com
★ Brands - Carling’s iPint, Audi,
★ Web Services - Facebook, Remember the Milk
★ Mobile Services - Urban Spoon, Flirtomatic
★ Disposables - iFart, Sonic Lighter, Ocarina
★ Games - Rolando from ng:moco
★ A Cinema chain in Netherlands built an
iPhone app and...
★ 110,000 iPhone installed app
★ 3rd most successful Dutch application
★ iPhone app drove 67% of total traffic
★ 10% of their users on Nokia handsets
★ Only 60% of those people actively used the
★ They needed to market the app to this
★ Who required lots of support
★ 81% of traffic came from iPhone users
★ Who downloaded the app via the App Store
with zero marketing spend
★ Of whom 98% were active
★ And required zero support
★ Investors - speculate (KPCB’s iFund)
★ Enterprise - mobile workforce
★ Brands - your brand in 21m pockets
★ Web Services - extend reach via mobile
★ Mobile Services - The App business
★ Disposable Apps - apps as accessories
★ Games Developers - a new platform
For the Arts?
★ Brand recognition?
★ Deep audience engagement?
★ Value Add e.g. tours?
★ Market Research?
★ As a platform for artists?
How to make your
website mobile friendly
★ Put your phone number on the homepage
★ Safari & other mobile browsers auto-detect
★ Add some code so iPhones know it's a
number can can call it with one click
Consider Mobile Use
★ Consider that some people will access your
website via their phones
★ Maybe they just want your phone number so
they can call you
★ Make sure they can get in touch
★ Don’t say ‘Sorry’, say ‘Hello’!
What have we
Best bits, worst bits, cool new stuff?
Simple Mobile Strategies
★ Make sure your website is accessible via
★ Make sure your website is useful via mobile
★ Don’t forget voice
★ SMS is easy to work with
Use Mobile Apps to...
★ Monitor your website
★ Update your blog
Make mobile apps to...
★ Extend your web service
★ ...and add new revenue streams
★ Reach new audiences via App Stores
★ Whilst big brands are leading, mobile is no
longer out of reach for Creative Organisations
★ There are a range of mobile options, from
voice integration, to SMS to Apps
★ Most are a natural extension of your web
said f audien
cons hey will
of th obile as
strat r digital
★ Make sure mobile is part of their
★ Use Location Based Services - online or on
★ Consider mobile apps?
More info @