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THE WEB IS NOW MOBILE       – ARE YOU PREPARED?          Tommi Pelkonen | Miika PuputtiWEB         WEB             WEB    ...
THE WEB TODAY:       SOCIAL       MOBILE  CONTENT-ORIENTED    CONTEXTUAL         and all         aboutDELIVERING EXPERIENC...
Image courtesy of Brad Frost – http://bradfrostweb.com/
Image courtesy of Brad Frost – http://bradfrostweb.com/
Wait, wasn’t today’s  topic mobile?
WHY IS MOBILE IMPORTANT?1.  Mobile is personal2.  Mobile is permanently carried3.  Mobile is always on4.  Mobile has a bui...
A BRIEF HISTORY OF MOBILES
A BRIEF HISTORY OF MOBILES
A BRIEF HISTORY OF MOBILES
WAR OF THE ECOSYSTEMS IS ON, MAKINGTHE SMARTPHONE JUST ONE PLAYER              PC             smartphone        tablet    ...
IT IS ABOUT EXPERIENCE ROAMING!               2005             2010               2015             one bill,       one dev...
Apple is the poster child of experience roaming   APPLE:Apple leads by example, by delivering a consistent experience acro...
Hmmm - can you hear the    jingle bells…
… and the hitgadgets ofChristmas 2012:New iPad, NokiaLumia 920 and 820,the new iPhone, newAndroid devices(phones & tablets...
This Christmassmartphone salespass PC sales for           Q4 of 2012the first time in                                     4...
PUTTING MOBILE DEVICES INTOCONTEXT (2009 FIGURES….)3,3 billion in perspective                                             ...
Let’s think – we should at thevery least be able to monetize              this
SIMPLE EARNINGS LOGIC:SELL MORE OR SAVE COSTS              • New customers Increase              • Acquisition increases a...
MOBILE IS RELEVANT THROUGHOUT  THE PURCHASE CHAIN                         Where can I get                                 ...
THINGS TO CONSIDER IN ORDERTO MAKE MOBILE WORK•  Which customers to service via mobile   channels?•  What content to deliv...
Now –Let’s go back to the roots       of the web…
THE FIRST WEBSITE IN THE WORLD    WAS“RESPONSIVE”
It was all about the  contentIt works on  multiplescreen sizes
Why is this important?
Goodexperiences are built from the  ground UP   And not the other way around
SO CONTENT ISKING
CONTENT IS THEFOUNDATION     INTERACTIONS	      VISUALS	     CONTENT	  
BE
RETHINK THE          PROCESSDESIGN                               VISUAL   TEST WITH          SKETCH      PROTOTYPEIN TEXT ...
PICK YOUR MOBILE           STRATEGYRESPONSIVE     DEDICATED         NATIVE WEBSITE	      MOBILE        APPLICATIONS	      ...
RESPONSIVE WEBSITES
starbucks.com	  
bostonglobe.com	  
kokoomus.fi	  
yle.fi/uutiset	  
anderssonwise.com	  
DEDICATED  MOBILE WEBSITES
m.hs.fi	                       DON’T                     SHOW                     CONTENT                     ON MOBILE    ...
m.yle.fi	                OFFER              YOUR              USERS              JUST              LINKS               ???
m.opera.com	                     SPLASH                  SCREENS?
NATIVEAPPLICATIONS
Nike GPS	                 Spotify	               Radio Nova	  A GOOD OPTION WHEN USING THE MOBILE DEVICE’S CORE FUNCTIONS,...
WRAPPING IT UP:•  Mobile-user base is ever growing•  Experience roaming counts•  Mobile is relevant throughout the   purch...
THANKS, FOLKS!  Tommi Pelkonen - @TommiP   Miika Puputti - @miikap
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Frantic After Work: Mobile Web and Business

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Frantic After Work presents:
The web is now mobile – are you prepared?

by Miika Puputti - @miikap and Tommi Pelkonen @TommiP

Published in: Technology, Business
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Transcript of "Frantic After Work: Mobile Web and Business"

  1. 1. THE WEB IS NOW MOBILE – ARE YOU PREPARED? Tommi Pelkonen | Miika PuputtiWEB WEB WEB WEB
  2. 2. THE WEB TODAY: SOCIAL MOBILE CONTENT-ORIENTED CONTEXTUAL and all aboutDELIVERING EXPERIENCES AND BETTER BUSINESS
  3. 3. Image courtesy of Brad Frost – http://bradfrostweb.com/
  4. 4. Image courtesy of Brad Frost – http://bradfrostweb.com/
  5. 5. Wait, wasn’t today’s topic mobile?
  6. 6. WHY IS MOBILE IMPORTANT?1.  Mobile is personal2.  Mobile is permanently carried3.  Mobile is always on4.  Mobile has a built-in payment channel5.  Mobile is available at the point of creative impulse6.  Mobile is most accurate at measuring its audience7.  Only mobile can capture the social context of consumption8.  Only mobile can offer augmented realityIN SHORT: Mobile enables CONTEXTUAL servicesTomi Ahonen, @tomiahonen – http://goo.gl/E2tmI
  7. 7. A BRIEF HISTORY OF MOBILES
  8. 8. A BRIEF HISTORY OF MOBILES
  9. 9. A BRIEF HISTORY OF MOBILES
  10. 10. WAR OF THE ECOSYSTEMS IS ON, MAKINGTHE SMARTPHONE JUST ONE PLAYER PC smartphone tablet smart TV Mac computers iPhone iPad Apple TV Chrome browser Android Android tablets Google TV Windows, Office Windows Phone Windows 8 Xbox Bubbling under:
  11. 11. IT IS ABOUT EXPERIENCE ROAMING! 2005 2010 2015 one bill, one device, one ecosystem, triple play thousands of apps tens of screens vision focal network device ecosystems point compete price of number experience based on service of apps roaming
  12. 12. Apple is the poster child of experience roaming APPLE:Apple leads by example, by delivering a consistent experience across divers screens A PIONEER IN EXPERIENCE ROAMING Experience roaming Across screens Social circle Ping iPod Apps ecosystem App Store iPhone User data roaming MobileMe iPad Service roaming iTunes, AirPlay Mac User interaction design iOS Apple TV Industrial design Apple ? Brand Apple Copyright VisionMobile 2011
  13. 13. Hmmm - can you hear the jingle bells…
  14. 14. … and the hitgadgets ofChristmas 2012:New iPad, NokiaLumia 920 and 820,the new iPhone, newAndroid devices(phones & tablets),Kindle Paperwhite…
  15. 15. This Christmassmartphone salespass PC sales for Q4 of 2012the first time in 460history! million smart- 435 phone million shipments PC and notebook shipmentsSource:Smart Online websitehttp://goo.gl/tIrDC
  16. 16. PUTTING MOBILE DEVICES INTOCONTEXT (2009 FIGURES….)3,3 billion in perspective 4B 3,3B 3B 2B 1,5B 1,4B 1,3B 1B 0,8B 0,9B 0B Cars PCs Telephone Credit TVs Mobile Cards
  17. 17. Let’s think – we should at thevery least be able to monetize this
  18. 18. SIMPLE EARNINGS LOGIC:SELL MORE OR SAVE COSTS • New customers Increase • Acquisition increases and lead generation • Loyalty improvements • More revenue per customer revenue • New offers • Better brand dialogue • Cross-sell at POS • Design, products, marketing, distributions, sales, customer service costs Reduce • Development time • Material costs costs • Targeting • Sales automation • Better service on the fly
  19. 19. MOBILE IS RELEVANT THROUGHOUT THE PURCHASE CHAIN Where can I get Can I buy these these things? right now from Are they my device? available now? Where toWhat have other buy Can I pay with thought about my mobile? this? What to buy BUYHelp me to findthe right things for me! Now I have it, then what? Post- Repeat the purchase purchase interaction I had this one – How do I get maybe they can more out of my help me again? purchase
  20. 20. THINGS TO CONSIDER IN ORDERTO MAKE MOBILE WORK•  Which customers to service via mobile channels?•  What content to deliver?•  How integrated an experience to make? How to roam the experience between channels?•  Experience delivery: website, application or something else?•  Cost versus benefits: who pays for the development costs and usage – customer or us?•  Investment lifecycle: how fast to expect gains?
  21. 21. Now –Let’s go back to the roots of the web…
  22. 22. THE FIRST WEBSITE IN THE WORLD WAS“RESPONSIVE”
  23. 23. It was all about the contentIt works on multiplescreen sizes
  24. 24. Why is this important?
  25. 25. Goodexperiences are built from the ground UP And not the other way around
  26. 26. SO CONTENT ISKING
  27. 27. CONTENT IS THEFOUNDATION INTERACTIONS   VISUALS   CONTENT  
  28. 28. BE
  29. 29. RETHINK THE PROCESSDESIGN VISUAL TEST WITH SKETCH PROTOTYPEIN TEXT DESIGN USERS AND ITERATE  
  30. 30. PICK YOUR MOBILE STRATEGYRESPONSIVE DEDICATED NATIVE WEBSITE   MOBILE APPLICATIONS   WEBSITE  
  31. 31. RESPONSIVE WEBSITES
  32. 32. starbucks.com  
  33. 33. bostonglobe.com  
  34. 34. kokoomus.fi  
  35. 35. yle.fi/uutiset  
  36. 36. anderssonwise.com  
  37. 37. DEDICATED MOBILE WEBSITES
  38. 38. m.hs.fi   DON’T SHOW CONTENT ON MOBILE SITE AT ALL?   MULTIPLE CLICKS UNTIL USER CAN REACH THE CONTENT
  39. 39. m.yle.fi   OFFER YOUR USERS JUST LINKS ???
  40. 40. m.opera.com   SPLASH SCREENS?
  41. 41. NATIVEAPPLICATIONS
  42. 42. Nike GPS   Spotify   Radio Nova  A GOOD OPTION WHEN USING THE MOBILE DEVICE’S CORE FUNCTIONS, SUCH AS RADIO, STREAMING MUSIC, GPS…  
  43. 43. WRAPPING IT UP:•  Mobile-user base is ever growing•  Experience roaming counts•  Mobile is relevant throughout the purchase chain•  Have a strategy•  Celebrate your content•  Build from the ground up•  Rethink the process•  Be ready for the ever-changing future
  44. 44. THANKS, FOLKS! Tommi Pelkonen - @TommiP Miika Puputti - @miikap
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