Look Again At Mobile 2009

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Simple strategies for creative organisations to begin integrating mobile into their Digital Strategy. Part of the Art of Digital Learning Lab …

Simple strategies for creative organisations to begin integrating mobile into their Digital Strategy. Part of the Art of Digital Learning Lab
http://www.artofdigital.co.uk

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  • 1. A New Look at Mobile: Simple Strategies for Organisations Katie Lips.
  • 2. What do I know? I love mob ★ 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
  • 3. So..... Mobile?
  • 4. LBS, Moblogging, Geolocation, App Stores, Ecosystems, Microblogging, SMS Campaigns, Open Source, Widgets, Developer Programmes, Locative Media, Mobile 2.0....
  • 5. And what have I missed? Catc Dow Phon hing nloa ecall up! ds! s!
  • 6. I’m going to... ★ Introduce simple ideas for organisations beginning to work with mobile ★ but also...
  • 7. I’m going to... ★ Conduct Market Research ★ Talk about other people's services ★ Ask you to help out with my presentation!
  • 8. Mobile.
  • 9. “It’s sort of the Internet”....
  • 10. “So why is it so difficult?”
  • 11. In the beginning...
  • 12. Oldskool Mobile.
  • 13. “While the mobile data industry holds considerable promise in future, the existing ecosystem is challenging for the grassroots entrepreneur.” - Ajit Jaokar, Open Gardens.
  • 14. 1.0 Landscape. ★ Complex Development & Testing ★ Poor End User Experiences ★ Bureaucratic Walled Garden Mentality ★ Low Financial Incentive ★ A Stagnated Industry ★ Little Incentive to Innovate or Take Risks
  • 15. And it was like that for a long while.
  • 16. Things are changing.
  • 17. But what does it mean to you?
  • 18. A little experiment
  • 19. In th cust e ome shoe r’s s Molly and her Mobile No, not a customer, user, audience member or RGU!
  • 20. 100% Who uses the a mobile device?
  • 21. 25% Who uses email on their ‘phone’?
  • 22. 50% Who uses the web on their ‘phone’?
  • 23. 30% For looking up phone numbers?
  • 24. 10% For blogging?
  • 25. 15% For social networking?
  • 26. 45% For finding information on the move?
  • 27. g g ndin igatin Se os Nav t Pho ro Mic g in blogg Other s Game suggestions? g Makin s Movie Talking g Takin Twitter otos Ph
  • 28. In yo work ur shoe s Olly the Organisation For marketing, research, audience development, engagement, doing business, remote working, making art
  • 29. 20% Who sees “Mobile” as part of their marketing strategy?
  • 30. 20% Who uses mobile for remote working (other than voice)?
  • 31. 100% Who has a website?
  • 32. 12% Who’s worked with Locative Media? E.g. worked with artists like Jen Southern, Alfie Dennen, John McKerrell et al.
  • 33. 4% Who has a mobile site?
  • 34. 15% Who’s tested their website on a mobile?
  • 35. 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
  • 36. 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 iPhone
  • 37. Acce ssibi lity? Is your organisation accessible via mobile?
  • 38. Mobile 2.0
  • 39. Mobile 2.0? ★ It’s all about Platforms ★ iPhone ★ Android ★ Blackberry ★ Ovi ★ SkyMarket ★ ... and others
  • 40. Ecosystem iPhone & iPod Touch Developers & Customers App Store
  • 41. Now It’s much easier to work with mobile!
  • 42. iPhone Focus.
  • 43. iPhone Sales by Quarter Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1-09 Q2-09 Units sold 270,000 1,119,000 2,315,000 1,703,000 717,000 6,892,000 4,363,000 3,790,000 in Quarter
  • 44. Cumulative iPhone Sales 30,000,000 22,500,000 15,000,000 7,500,000 Q3 07 Q4 07 Q1 08 0 Q2 08 Q3 08 Q4 08 Q1 09
  • 45. 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 day ★ 500 million apps downloaded (half a billion!)
  • 46. App Store
  • 47. Example Apps ★ 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
  • 48. Case Study ★ 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 Source: Sharewire
  • 49. Case Study ★ 10% of their users on Nokia handsets ★ Only 60% of those people actively used the app ★ They needed to market the app to this audience ★ Who required lots of support Source: Sharewire
  • 50. Case Study ★ 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 Source: Sharewire
  • 51. The Opportunity? ★ 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
  • 52. For the Arts? ★ Marketing? ★ Brand recognition? ★ Deep audience engagement? ★ Value Add e.g. tours? ★ E-learning? ★ Market Research? ★ As a platform for artists?
  • 53. If you want to know more...
  • 54. What we learnt... Coffee Buzz www.coffeebuzzapp.com
  • 55. www.theamazingiphone.com
  • 56. Simple Strategies
  • 57. Get a mobile- friendly Website!
  • 58. How to make your website mobile friendly ★ Put your phone number on the homepage ★ Safari & other mobile browsers auto-detect phone numbers ★ Add some code so iPhones know it's a number can can call it with one click
  • 59. At le ast n ONL ot Y Fla sh Don’t use Flash!
  • 60. Consider Mobile Use Cases ★ 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’!
  • 61. Monitor the web via mobile
  • 62. And let’s not forget voice
  • 63. Skype ★ Get a SkypeIn number ★ Your number in... ★ New York ★ London ★ Liverpool ★ Manchester
  • 64. Phonefromhere.com ★ Web to talk - Add ‘Call Us Now’ to your web page ★ Lets customers call you for free ★ At the point of interest
  • 65. SMS
  • 66. SMS from your desktop ★ Send SMS to your customers ★ Because it’s personal ★ Useful for data, instructions & directions ★ Call to action
  • 67. 3jam.com ★ SMS your customers ★ Simply ★ Quickly ★ Cheaply
  • 68. SMS Campaigns ★ Send ads out ★ Get responses back ★ Measure success
  • 69. itagg.com flytxt.com smsjunkies.co.uk
  • 70. For insp iratio n... Some Amazing Stuff
  • 71. For insp iratio n... Your Amazing Stuff?
  • 72. Are w mov e ing t mob o ile? What have we learnt? Best bits, worst bits, cool new stuff?
  • 73. Simple Mobile Strategies ★ Make sure your website is accessible via mobile ★ Make sure your website is useful via mobile ★ Don’t forget voice ★ SMS is easy to work with
  • 74. Use Mobile Apps to... ★ Monitor your website ★ Update your blog ★ Twitter
  • 75. Make mobile apps to... ★ Extend your web service ★ ...and add new revenue streams ★ Reach new audiences via App Stores
  • 76. Summary ★ 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 strategy!
  • 77. Who will... 75% o said f audien t ce cons hey will ider now part m of th obile as ei strat r digital egy ★ Make sure mobile is part of their communication strategy? ★ Use Location Based Services - online or on the move? ★ Consider mobile apps?
  • 78. More info @ ★ www.treasuremytext.com ★ www.appostles.com ★ www.theamazingiphone.com