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
http://www.artofdigital.co.uk

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  • Katie... thanks for a very refreshing, knowledgeable and interesting presentation.
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Look Again At Mobile 2009

  1. 1. A New Look at Mobile: Simple Strategies for Organisations Katie Lips.
  2. 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. 3. So..... Mobile?
  4. 4. LBS, Moblogging, Geolocation, App Stores, Ecosystems, Microblogging, SMS Campaigns, Open Source, Widgets, Developer Programmes, Locative Media, Mobile 2.0....
  5. 5. And what have I missed? Catc Dow Phon hing nloa ecall up! ds! s!
  6. 6. I’m going to... ★ Introduce simple ideas for organisations beginning to work with mobile ★ but also...
  7. 7. I’m going to... ★ Conduct Market Research ★ Talk about other people's services ★ Ask you to help out with my presentation!
  8. 8. Mobile.
  9. 9. “It’s sort of the Internet”....
  10. 10. “So why is it so difficult?”
  11. 11. In the beginning...
  12. 12. Oldskool Mobile.
  13. 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. 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. 15. And it was like that for a long while.
  16. 16. Things are changing.
  17. 17. But what does it mean to you?
  18. 18. A little experiment
  19. 19. In th cust e ome shoe r’s s Molly and her Mobile No, not a customer, user, audience member or RGU!
  20. 20. 100% Who uses the a mobile device?
  21. 21. 25% Who uses email on their ‘phone’?
  22. 22. 50% Who uses the web on their ‘phone’?
  23. 23. 30% For looking up phone numbers?
  24. 24. 10% For blogging?
  25. 25. 15% For social networking?
  26. 26. 45% For finding information on the move?
  27. 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. 28. In yo work ur shoe s Olly the Organisation For marketing, research, audience development, engagement, doing business, remote working, making art
  29. 29. 20% Who sees “Mobile” as part of their marketing strategy?
  30. 30. 20% Who uses mobile for remote working (other than voice)?
  31. 31. 100% Who has a website?
  32. 32. 12% Who’s worked with Locative Media? E.g. worked with artists like Jen Southern, Alfie Dennen, John McKerrell et al.
  33. 33. 4% Who has a mobile site?
  34. 34. 15% Who’s tested their website on a mobile?
  35. 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. 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. 37. Acce ssibi lity? Is your organisation accessible via mobile?
  38. 38. Mobile 2.0
  39. 39. Mobile 2.0? ★ It’s all about Platforms ★ iPhone ★ Android ★ Blackberry ★ Ovi ★ SkyMarket ★ ... and others
  40. 40. Ecosystem iPhone & iPod Touch Developers & Customers App Store
  41. 41. Now It’s much easier to work with mobile!
  42. 42. iPhone Focus.
  43. 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. 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. 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. 46. App Store
  47. 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. 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. 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. 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. 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. 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. 53. If you want to know more...
  54. 54. What we learnt... Coffee Buzz www.coffeebuzzapp.com
  55. 55. www.theamazingiphone.com
  56. 56. Simple Strategies
  57. 57. Get a mobile- friendly Website!
  58. 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. 59. At le ast n ONL ot Y Fla sh Don’t use Flash!
  60. 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. 61. Monitor the web via mobile
  62. 62. And let’s not forget voice
  63. 63. Skype ★ Get a SkypeIn number ★ Your number in... ★ New York ★ London ★ Liverpool ★ Manchester
  64. 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. 65. SMS
  66. 66. SMS from your desktop ★ Send SMS to your customers ★ Because it’s personal ★ Useful for data, instructions & directions ★ Call to action
  67. 67. 3jam.com ★ SMS your customers ★ Simply ★ Quickly ★ Cheaply
  68. 68. SMS Campaigns ★ Send ads out ★ Get responses back ★ Measure success
  69. 69. itagg.com flytxt.com smsjunkies.co.uk
  70. 70. For insp iratio n... Some Amazing Stuff
  71. 71. For insp iratio n... Your Amazing Stuff?
  72. 72. Are w mov e ing t mob o ile? What have we learnt? Best bits, worst bits, cool new stuff?
  73. 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. 74. Use Mobile Apps to... ★ Monitor your website ★ Update your blog ★ Twitter
  75. 75. Make mobile apps to... ★ Extend your web service ★ ...and add new revenue streams ★ Reach new audiences via App Stores
  76. 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. 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. 78. More info @ ★ www.treasuremytext.com ★ www.appostles.com ★ www.theamazingiphone.com

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