Building the Right Mobile Strategy for Your Company
Upcoming SlideShare
Loading in...5
×
 

Building the Right Mobile Strategy for Your Company

on

  • 1,125 views

 

Statistics

Views

Total Views
1,125
Views on SlideShare
1,125
Embed Views
0

Actions

Likes
2
Downloads
24
Comments
2

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • People using iPad as a default in reference to tablets. iPad is the most visible type of mobile device.When they say, “more androids sold” it means that there are more smartphones running iOS being purchased. However, there are less android developers than iOS developers. iOS is still the most popular Works Cited Etherington, Darrell. "Infographic: The Selling Power of the IPad." Weblog post. GIGAOM . GIGAOM.COM. Web. 04 Feb. 2011. . Jade, Charles. "IPod Touch Now Outselling IPhone: Apple News, Tips and Reviews «." GigaOM · Tech News, Analysis and Trends . GigaOM. Web. 23 May 2011. . Malik, Om. "The Economics of Attention: Why There Are No Second Chances on the Internet : Tech News and Analysis «." GigaOM · Tech News, Analysis and Trends . GigaOM, 29 Mar. 2011. Web. 23 May 2011. . Mindlin, Alex. "Using Phones, but Not to Talk or Surf." New Yorker Times . New York Times, 6 Mar. 2011. Web. 23 May 2011. . Munchbach, Andrew. "Forrester Research: Over 82 Million Tablet Users in U.S. by 2015." BGR . BGR, 4 Jan. 2011. Web. 23 May 2011. . Ogasawara, Todd. "Apple All-Time Mobile Sales: 100+ Million IPhones. Nearly 20 Million IPads - SocialTimes.com." SocialTimes.com - Your Social Media Source . Social Times.com, 21 Apr. 2011. Web. 23 May 2011. . Parr, Ben. "100 Million Android Devices Now Activated [STATS] - Yahoo! News." The Top News Headlines on Current Events from Yahoo! News . Yahoo News, 10 May 2011. Web. 23 May 2011. . Ricadela, Aaron. "Apple IPad’s ‘Buzz Saw’ Success Cuts PC Sales at HP, Dell - Bloomberg." Bloomberg - Business & Financial News, Breaking News Headlines . Bloomberg, 18 May 2011. Web. 23 May 2011. . Savov, Vlad. "Google Reaches 100 Millionth Android Activation, 400,000 Android Devices Activated Daily." Engadget . Engadget.com, 10 May 2011. Web. 23 May 2011. . StatCounter Global Stats - Browser, OS, Search Engine including Mobile Market Share . GS StatCounter. Web. 23 May 2011. . Tech-Buzz.net. Tech-Buzz.net. TechBuzz - Tech Tips, Mobile Apps, Web Apps and Other Know Hows . TechBuzz. Web. 23 May 2011. . Warren, Christina. "Apple Sells 100 Million IPhone Units." Social Media News and Web Tips – Mashable – The Social Media Guide . Mashable, 2 Mar. 2011. Web. 23 May 2011. . WebTrends. WebTrends. Measuring Adoption, Realizing Returns in Mobile . WebTrends. Web. 04 Mar. 2011. . Zeman, Eric. "IPad Owns 82% Of U.S. Tablet Market -- InformationWeek." InformationWeek | Business Technology News, Reviews and Blogs . InformationWeek, 6 May 2011. Web. 23 May 2011. .
  • Give clarity on “mobile” and its associated platforms. This will clear up the language that they are seeing everywhere. The tier helps users understand the level of engagement with users.
  • 1 st step in Mobile Landscape: Works on MAC/PCS/Tablets/Smartphones Technology: HTML/CSS Design: I/A and UX are the same on all the devices Desktop experience for mobile users Content: Renders “As Is” for most web and mobile browsers Web Analytics Example: StuyTown, AFBA Comments: Reducing desktop experience may require pinch & zoom, and horizontal scrolling Loading speed can affect UX Certain media players, programs, and plug-ins such as Flash/Silverlight and embedded JavaScript may not function due to lack of platform support Included in All R2i CMS Projects
  • The second step to mobilizing the brand. Cross platform. Most cost-effective but may sacrifice immediate brand association (having the app on the phone and having it notify you on trends, reports and etc). Platforms: Tablets ( iPad, Playbook, XOOM, Galaxy, and etc) Smart Phones (iPhone, HTC, WP7, and etc Technology: HTML/CSS Design: New I/A Mobile UX, Portrait & Landscape Content: “ Quick, Easy, & Relevant”. Optimized for simple but functional content. Fast load time. Consistent with desktop UI design. Provide access to full-site (mobile friendly) as best practice) Mimic native mobile app without using development platform Web Analytics Example: RoseNYC, RechargeYourYard Comments: “ m.dot ” Content is reduced May not look & function the same on all mobile browsers Redirecting is required
  • The second step to mobilizing the brand. Cross platform. Most cost-effective but may sacrifice immediate brand association (having the app on the phone and having it notify you on trends, reports and etc). Platforms: Tablets ( iPad, Playbook, XOOM, Galaxy, and etc) Smart Phones (iPhone, HTC, WP7, and etc Technology: HTML/CSS Design: New I/A Mobile UX, Portrait & Landscape Content: “ Quick, Easy, & Relevant”. Optimized for simple but functional content. Fast load time. Consistent with desktop UI design. Provide access to full-site (mobile friendly) as best practice) Mimic native mobile app without using development platform Web Analytics Example: RoseNYC, RechargeYourYard Comments: “ m.dot ” Content is reduced May not look & function the same on all mobile browsers Redirecting is required
  • Give clarity on “mobile” and its associated platforms. This will clear up the language that they are seeing everywhere. The tier helps users understand the level of engagement with users.
  • 2010, apple owns most of the shares. In fact they own 82 % of the tablet market. Figures from App Insider Apple has 365,000+ apps, 11 Billion downloads Android has over 265,000+ apps, 4.5 Billion+ downloads Blackberry has 25,000+ apps, Windows has 12,000+ apps,
  • Give clarity on “mobile” and its associated platforms. This will clear up the language that they are seeing everywhere. The tier helps users understand the level of engagement with users.
  • Platforms: Tablets (iPad, Playbook, XOOM, Galaxy, and etc) Smart Phones (iPhone, HTC, WP7, and etc) Technology: Native API, HTML, CSS and CMS Design: New IA, Content Focused Mobile UX, Portrait & Landscape Unique Branding Content: Information based: Syndicated Feeds, Media and Location services for consumer/enterprise applications Dynamic content integration and caching capabilities Social & Media Integration Utility/Daily Life Use Mobile Analytics Rapid Development Tools (AppMakr) Example: Afro, 1 st Mariner Bank, MyLegal Comment: Recommended marketing/ promotion strategy Online/Offline Mobility Access Not ideal for intense gaming Content Data Source/format may not be supported
  • Discuss the differences. This is the highest level of application development. Custom Mobile App is what every thinks about when it comes to an app. Designed for Consumers and Enterprise functions (i.e. operational usage). Platforms: Tablets (iPad, Playbook, XOOM, Galaxy, and etc Smart Phones (iPhone, HTC, WP7, and etc) Technology: Native API, HTML, CSS and CMS Design: Mobile I/A , Mobile UX, Portrait & Landscape Unique Mobile App (Consumer/Enterprise) Content: Unique Branding Custom Native Development User Engagement, Geo-Location, Interactive Content and Games Social & Media Integration, Utility/Daily Life Use Mobile Analytics Example: Forbes, Meguiars, InTouch Ministries, AppTio Comments: Recommended marketing/promotion strategy Deployment Online/Offline Mobility Access Consumer or Enterprise App Support and Upgrade
  • Discuss the differences. This is the highest level of application development. Custom Mobile App is what every thinks about when it comes to an app. Designed for Consumers and Enterprise functions (i.e. operational usage). Platforms: Tablets (iPad, Playbook, XOOM, Galaxy, and etc Smart Phones (iPhone, HTC, WP7, and etc) Technology: Native API, HTML, CSS and CMS Design: Mobile I/A , Mobile UX, Portrait & Landscape Unique Mobile App (Consumer/Enterprise) Content: Unique Branding Custom Native Development User Engagement, Geo-Location, Interactive Content and Games Social & Media Integration, Utility/Daily Life Use Mobile Analytics Example: Forbes, Meguiars, InTouch Ministries, AppTio Comments: Recommended marketing/promotion strategy Deployment Online/Offline Mobility Access Consumer or Enterprise App Support and Upgrade
  • Discuss the differences. This is the highest level of application development. Custom Mobile App is what every thinks about when it comes to an app. Designed for Consumers and Enterprise functions (i.e. operational usage). Platforms: Tablets (iPad, Playbook, XOOM, Galaxy, and etc Smart Phones (iPhone, HTC, WP7, and etc) Technology: Native API, HTML, CSS and CMS Design: Mobile I/A , Mobile UX, Portrait & Landscape Unique Mobile App (Consumer/Enterprise) Content: Unique Branding Custom Native Development User Engagement, Geo-Location, Interactive Content and Games Social & Media Integration, Utility/Daily Life Use Mobile Analytics Example: Forbes, Meguiars, InTouch Ministries, AppTio Comments: Recommended marketing/promotion strategy Deployment Online/Offline Mobility Access Consumer or Enterprise App Support and Upgrade
  • Give clarity on “mobile” and its associated platforms. This will clear up the language that they are seeing everywhere. The tier helps users understand the level of engagement with users.
  • 82 this year. Gartner predicts over 55 million tablets will be sold in 2011. It is not a new form factor, but has been limited due to computational power and feasibility. The iPad’s success was due to the existing iPhone ecosystem (100,000+ at the time plus a rich mobile optimized user interface and consumer momentum). Devices such as Kindle and other readers, iPod spured interest in a content-centric device. Consumerization trends has already injected iPad into the business realms of fortune companies The tablet war is fully on. OEMs such as RIM’s Playbook, Samsung HTC Acer Cisco Dell Motorola Open Peak Viewsonic is ready to come to marketing in Q2 of 2011. Earlier this year, Apple has sold over 10 million iPads. Ipad 2 has surpassed 1 million since March 14 th .
  • Give clarity on “mobile” and its associated platforms. This will clear up the language that they are seeing everywhere. The tier helps users understand the level of engagement with users.

Building the Right Mobile Strategy for Your Company Building the Right Mobile Strategy for Your Company Presentation Transcript

  • Building the Right Mobile Strategy for Your Accounting Firm
  • Agenda
      • Mobile Use
      • Mobile Sites
      • Mobile Apps
      • Mobile Marketing
      • Questions
    Copyright R2Integrated 2011
  • Mobile Use Copyright R2Integrated 2011
    • 100+ million iPhones worldwide-6/07
    • 75 million iPod Touches worldwide-6/09
    • 20 million iPads worldwide-4/10
    • 650,000+ mobile apps
    • 100+ million Android phones
    • Average smartphone user spends 667 minutes a month using apps
    • iPhone/Android owners own an average of 15 apps
    • 9 out of 10 consumers are aware of the iPad
    • 82 Tablets expected to come to market in 2011
    MOBILE USE Mobile Stats Copyright R2Integrated 2011
    • The new B to B buyer starts the search process by turning to social media and peer connections to learn how other companies have handled similar business challenges.
    • Once those experiences are mapped, the buyer researches the websites of targeted solution providers and controls the conversation by arranging to be contacted at their preferred time and format.
    • Less than 10% of recent buyers were contacted by cold call. More than 80% said they either called the vendor directly or were contacted after they requested information on the vendor's website.
    New Generation B to B Buyer B to B Buyer Transformation Survey conducted by DemandGen Report among 100 B to B buyers spread across a number of vertical industries including: business services, finance, healthcare, manufacturing, software/tech and media/internet. MOBILE USE Copyright R2Integrated 2011
  • MOBILE USE Copyright R2Integrated 2011
  • MOBILE USE Copyright R2Integrated 2011
  • MOBILE USE Copyright R2Integrated 2011
  • MOBILE USE Copyright R2Integrated 2011
  • MOBILE USE Copyright R2Integrated 2011
  • Mobile Sites Copyright R2Integrated 2011
    • Mobile Friendly Website (Every Site) : Site renders ‘as is’
    • Mobile Optimized Website (Optional $) : I/A and Mobile Content
    Mobile Sites Overview MOBILE SITES Copyright R2Integrated 2011
  • Mobile Not Very Friendly Website MOBILE SITES Copyright R2Integrated 2011
  • Mobile Engagement Rating: 1.5 out of 5 stars Stuytown Mobile Friendly Website MOBILE SITES Copyright R2Integrated 2011
  • Mobile Engagement Rating: 2.5-4 out of 5 stars Mobile Optimized Website MOBILE SITES Recharge Your Yard Copyright R2Integrated 2011
  • Mobile Engagement Rating: 2.5-4 out of 5 stars Mobile Optimized Website MOBILE SITES RoseNYC Copyright R2Integrated 2011
  • Types of Mobile Optimized Websites Subdirectory vs Subdomain Subdirectory: www.example.com/mobile Subdomain: m.example.com touch.example.com example.mobi . MOBILE SITES Copyright R2Integrated 2011
  • MOBILE SITES Analytics for Mobile Copyright R2Integrated 2011
  • Mobile Apps Copyright R2Integrated 2011
  • 16,000,000,000+ downloads
    • Apple accounted for 71% of all app downloads
    • Apple has 365,000+ apps
    • Android has over 265,000+ apps
    • Blackberry has 25,000+ apps
    • Windows has 12,000+ apps
    MOBILE APPS Mobile App Hype Copyright R2Integrated 2011
    • Branded Mobile App ($) : Info based, Syndicated Feeds, Media Services
    • Custom Native App ($$$) : Unique functionality
    Mobile Apps Overview MOBILE APPS Copyright R2Integrated 2011
  • Mobile Engagement Rating: 4 out of 5 stars 1 st Mariner Bank SourceFire Branded Mobile App MOBILE APPS Copyright R2Integrated 2011
  • Mobile Engagement Rating: 4 -5 out of 5 stars Serve In Touch Ministries Custom Mobile App MOBILE APPS Copyright R2Integrated 2011
  • Mobile Engagement Rating: 4 -5 out of 5 stars Forbes Meguiar’s Custom Mobile App MOBILE APPS Copyright R2Integrated 2011
  • Custom Mobile App MOBILE APPS MyLawyer Accident App Allen, Allen, Allen & Allen, Richmond, VA Copyright R2Integrated 2011
    • Entertainment-based
    • Straight Utility
    • Content-based
    • Branded Utility
    Considerations MOBILE APPS Copyright R2Integrated 2011
  • Predicting App Success MOBILE APPS Copyright R2Integrated 2011
  • Predicting App Success MOBILE APPS Copyright R2Integrated 2011
  • Predicting App Success Copyright R2Integrated 2011
  • MOBILE APPS Cost considerations Copyright R2Integrated 2011
  • MOBILE APPS Cost considerations Copyright R2Integrated 2011
  • MOBILE APPS Cost considerations Copyright R2Integrated 2011
  • Cost considerations Mashable, February 2011 And this does not even include marketing the app! MOBILE APPS Copyright R2Integrated 2011
  • Mobile Marketing Copyright R2Integrated 2011
  • December 2010 Forbes Insights report titled "The Untethered Executive: Business Information in the Age of Mobility.” 306 executives at US companies with annual sales exceeding $500 million were surveyed during September-October 2010. The results are based on a survey and one-on-one interviews. 57% of respondents held C-level titles. MOBILE MARKETING Copyright R2Integrated 2011
  • Geolocation
    • Bridges offline and online
    • Offering exclusive experiences & specials
    • Serving IP-based, location-specific content & advertising
    • Geotagged content mashups
    Bridge offline and online with quick mobile consumption NEW: DRIVING ENGAGEMENT WITH YOUR PLATFORMS Copyright R2Integrated 2011
    • Only 4% of Americans use location-based services
    • 7% of adults who go online with their mobile phone use a location-based service.
    • 8% of online adults ages 18-29 use location-based services, significantly more than online adults in any other age group.
    • 10% of online Hispanics use these services – significantly more than online whites (3%) or online blacks (5%).
    • 6% of online men use a location-based service such as Foursquare or Gowalla, compared with 3% of online women.
    • Pew Research Center’s Internet & American Life project, November 2010
    Is it audience appropriate? NEW: DRIVING ENGAGEMENT WITH YOUR PLATFORMS Copyright R2Integrated 2011
  • QR codes Bridge offline and online with quick mobile consumption
    • Provide more information
    • Drive to online content: website, social network, video, etc.
    • Enable direct calls, emails
    • Download an MP3
    • Access to coupons or free giveaways
    NEW: DRIVING ENGAGEMENT WITH YOUR PLATFORMS Copyright R2Integrated 2011
  • Is it audience appropriate?
    • 52% have seen or heard of bar codes
    • 28% scanned a QR code
    • 62% scan a barcode to go to a website
    • 24% scan for contact info
    • 30% scan for information
    • 30% scan for a coupon
    • 6% say their scan led to the purchase of a product or service
    Austin Williams Research QR code study - October and November of 2010- Adults ages 25-54 years old http ://www.austin-williams.com/blog/post.cfm/qr-code-infographic ) NEW: DRIVING ENGAGEMENT WITH YOUR PLATFORMS Copyright R2Integrated 2011
  • Questions? Contact Me: Leigh George, PhD, Senior Digital Marketing Strategist [email_address] 410.327.0007 x 1211 http://www.linkedin.com/in/leighgeorge @leighgeorge