DOs and DONTs of Mobile Strategy | Mobile Portland June 2010

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Presented by Jason Grigsby at Mobile Portland, June 28, 2010

Presented by Jason Grigsby at Mobile Portland, June 28, 2010

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  • 1. The DOs and DONTs of Mobile Strategy Jason Grigsby Slides: bit.ly/mp-strategy @grigs • jason@cloudfour.com cloudfour.com • mobileportand.com
  • 2. Got email from this guy... http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/
  • 3. Mobile is Disruptive Technology http://www.flickr.com/photos/talkephotography/4523849236/ Creative Commons BY-NC-SA 2.0
  • 4. !"#$%&'()*&+)&*',-*./0&1'2&13*".'()*&+)&*'45".*$") $67")&'8'$9"-07':1&+1';'<='4,>':1&+1'?'@-/+*&+1'4A*&+'>/-)07 3<7=4/1>13?=+571G0H1@??1A=5=B=13CB=A/1G0H1DE61G0H1@/.05,F/1I0/-0 J3-0.1#"1(+,-./-012345/16,+457 M&):: '" ,&-./"()*%"+*"% !"#$%&'()*%"+*"% 3<7=4/1>13?=+57 @/.05,F/K &" 6,+457/A1'L") 6,+457/A1!#L*% %" 2+805-38/-019::; M#&:: ,&-./"()*%"+*"% $" @??1A=5=B=13CB=A/ 6,+457/A1'L** #" M!!:: !"#$%&'()*%"+*"% !" DE6K M):: G1#H"16,+457/A1*L*% (! ($ (& () (* (!! (!$ (!& (!) (!* (+,-./-012345/16,+457 3<7=4/1>13?=+57 @??1A=5=B=13CB=A/ DE6 @/.05,F/ !"#$%&'()*&+,-+./0-$/+&12#2&3"#&242052-5$&-$6"/$&789%:;<&!$#+.2=$&,+$/+&50>0#$1&#"&?@&"35AB&C"/D23&@#235$A&E$+$2/.F&$+#0>2#$+& 26 G9:CC&3$#-""H+&F24$&+F0==$1&03&60/+#&$0DF#&I,2/#$/+&+03.$&52,3.F JKLMLNOB&@",/.$%&7">=23A&E$="/#+&P&C"/D23&@#235$A&E$+$2/.FB Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
  • 5. Opera Mini Traffic Increases Usage up 200% year-over-year http://www.opera.com/media/smw/
  • 6. !"#$%&'&()*+)#'",*- ."/'0$*+1"/02&%*3*4",015#02&% 6"7*+&89/%2",*:;0"%*.2%*<2(*2%*6"7*+)#'",*.$2'"*=%#58>"%0,*:;0"% ?/'0"1 !"#$%&"'( !#$# )(&*+$", -(*./+012$/(&$(/ !+3#,(12$/(&$(/ !"#$%&'() !"#$%&'() !"#$%&'() !"#$%&'() !"#$%&'() *+,-. *+1-. *+/-. *++-. 0---. 234 234 234 234 5'((36. 5'((36. 5'((36. 5'((36. ;E7 A')'&?<:@B%'$#3(& 7'86"."9&: C"")<3: 2!P A?&?:C3(36?< !'.8": =>D: !"(&6"<:A?&? RS ;(&3<: 3E?F: U$366F S6'#3 =$$<3: G?H""I: R"(3F43<< !"#$%&36T'.'"( >6?8<3: G?H""I:J?$?( E%66"%)H. 5?():D?N. @7! =#?K"(L8"# A3<<: M3(83(& !"#$?B =<'N?N? E?'O% P?Q%&3( !"#$%&'())$*+&,*"-&./01+&#"&./21+&34+$5&")&6"*#7)$&011&*4)8()9+&:*$;$)7$<34+$5=>&5$+8#"?&@)#$*)$#&A())$*+&34+$5&")& 16 A$4B#C&D*$4#$5&,*"-&.//0&#"&*$+?$D#(;$&?$48&-4*8$#&D4?(#4B(E4#(")+F&G"7*D$%&64D#G$#>&6"*#7)$>&H"*94)&G#4)B$I&J$+$4*DCF Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
  •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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
  •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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
  • 9. http://www.flickr.com/photos/76074333@N00/317952268/ | http://futuristmovie.com Creative Commons BY-NC-SA 2.0
  • 10. ME NEED IPHONE APP. http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/
  • 11. We’ve been here before...
  • 12. and it wasn’t pretty.
  • 13. DON’Ts #1 Don’t Assume Customers Have Downloaded Your App
  • 14. DON’Ts #2 Don’t Rely on Flash
  • 15. Plants vs. Zombies
  • 16. DON’Ts #3 Don’t Make Finding Store Locations & Hours Difficult
  • 17. Do as We Say, Not as We do. http://www.mac-wallpapers.com/Apple-Wallpapers/white-apple-logo-wallpaper/
  • 18. DON’Ts #4 Simple to Use Does Not Mean Dumb
  • 19. Don’t Skip Core Functionality How Do I Add an RSS Feed to My RSS Reader?
  • 20. 1024 x 768: Still No Way to Add RSS
  • 21. Why Can’t You Subscribe to Podcasts in iTunes?
  • 22. 2001 Keynote
  • 23. http://peanutbuttereggdirt.com/e/2010/02/07/the- ipads-no-computer-–-and-for-good-reason/
  • 24. Digital Hub Strategy Sucks Mobile is Primary Experience
  • 25. Shake the App to Find a Random Gift? Source: http://www.getelastic.com/mobile-app-dos-donts/
  • 26. DON’Ts #5 Don’t forget that the ‘U’ in URL stands for Universal* * it actually stands for ‘uniform.’ ah well, close enough. ;-)
  • 27. URLs Should Go to Content, Not Mobile Home
  • 28. Why go to the Desktop Web?
  • 29. Great Mobile Site. Good Luck Finding it.
  • 30. URLs Don’t Open Apps
  • 31. Why can’t I learn about iPad apps on my iPhone?
  • 32. Should the iPad Get Your Mobile Site?
  • 33. Device Detection Must Be Core Part of Your Mobile Strategy http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes
  • 34. DOs #1 Know Your Customers and What Devices They Use
  • 35. “ Two new devices aimed at defending the firm's crumbling market share against threats like the ” Apple iPhone. http://www.mobile-weblog.com/50226711/ rim_releases_two_new_smartphones.php
  • 36. Blackberry Market Share Since iPhone Release 20 15 10 5 0 2007 2008 2009
  • 37. http://www.flickr.com/photos/earlysound/2710970750/ Creative Commons
  • 38. iPhone Only Part of World Wide Market Symbian RIM iPhone Android Windows Linux Others 4%1% 7% 10% 44% 15% 19% iPhone 15% of Smartphones, 3% of Total Phones Sold in Q1 2010 http://www.gartner.com/it/page.jsp?id=1306513
  • 39. U.S. Smartphone Subscribers Symbian RIM iPhone Android Windows Linux Palm 3% 4% 2% 19% 35% 9% 28% http://blog.nielsen.com/nielsenwire/online_mobile/iphone-vs-android/
  • 40. Android Blasting Off Outsold iPhone in U.S. Q1 RIM 36%, Android 28%, iPhone 21% 20% Smartphones in UK Q1 50,000 applications 100,000 activations a day 21 OEMs, 48 countries, 59 carriers
  • 41. 115 Android Phones Announced or Shipping Acer beTouch E110 – March HTC Paradise Motorola Morrison – Cliq – DEXT Acer beTouch E400 – April HTC Magic – Sapphire – T-Mobile myTouch 3G – Motorola Motoroi – Sholes Tablet – XT720 Acer Liquid – A1 Google Ion – Dopod A6188 Motorola MT710 Alcatel OT-980 – May HTC myTouch Slide – MyTouch 2 – Espresso – May Motorola Opus One – Boost Mobile i1 Bluebird Pidion BIP-6000 17th Motorola Sholes – XT701 Chinavision The Robot Superphone – CVNC-M80 HTC Passion – Dragon – Zoom 2 – Nexus One – Motorola Quench – Cliq XT – Zeppelin – XT800 Cool F910 – Apanda A60 GooglePhone Philips V808 Compulab Exeda HTC Predator Philips V900 Dell Aero HTC Scorpion – Late 2010 Qigi i6 Dell Mini 5 – Streak Huawei RBM2 – Der Allrounder – Red Bull Mobile Samsung Beam i8520 – Halo Dell Ophone mini3i – Benzine Huawei U8220 – U82226 – U8230 – T-Mobile Pulse Samsung Behold 2 T939 Foxda C8901 Huawei U8100 – U8110 – T-Mobile Pulse Mini Samsung Bigfoot Garmin Nuvifone A50 Huawei U8300 Samsung Galaxy i7500 Geek Phone One Huawei U8800 Samsung Galaxy Lite i5700 – Galaxy Mini – Spica – General Mobile Brava Inbrics M1 Galaxy Portal General Mobile Cosmos – March Innocomm Skate Samsung Galaxy S General Mobile Cosmos 2 – June Kogan Agora Samsung Houdini General Mobile DSTL1 Koolu Freerunner – Openmoko GTA02 Samsung i899 General Mobile Touch Stone – Late 2010 Kyocera Zio M6000 – July Samsung M100S – SHW-M100S Gigabyte GSmart Codfish G1305 Lenovo O1 Ophone Samsung Moment – InstinctQ m900 Gigabyte GSmart – S1200 Android Lenovo LeName Samsung Saturn i6500 Haier H7 LG Andro-1 – KH5200 Saygus VPhone V1 HighScreen PP5420 LG GT540 Swift – April Sciphone N12 HighScreen Zeus LG GW620 InTouch Max – Eve – Etna Sciphone N16 Hisense HS-E90 LG GW880 Amundsen Sciphone N17 HKC Pearl LG LU2300 – June Sciphone N19 HTC Bahamas LG Prada 3 – LS680 Sciphone N21 HTC Click – Fiesta – Tattoo Lumigon T1 – May Sony Ericsson Sunny HTC Desire – Bravo – Incredible – March 26th Lumigon S1 – June Sony Ericsson Susan HTC Desire 6200 – Verizon Droid Eris Lumigon E1 Sony Ericsson XPERIA X10 – Infinity – March HTC Dragon Motorola Backflip – Motus Sony Ericsson XPERIA X10 Mini – Robyn – June HTC Dream – T-Mobile G1 Motorola Devour A555 – Calgary – February 25th Sony Ericsson XPERIA X10 Mini ProJune HTC Evo – Supersonic – A9292 Motorola Droid – Sholes – Tao – Milestone Sunno S880 HTC Hero – G2 Touch Motorola Heron Tiger G3 HTC Halo Motorola i1 Vibo A688 HTC Huangshan Motorola LaJolla ZiiLABS Zii Trinity HTC Legend – March 30th Motorola MB511 – Ruth ZTE Blade HTC Lancaster Motorola MB200 ZTE Smooth HTC Liberty Motorola MB300 ZTE Racer HTC Memphis Motorola Mirage – Shadow – Nexus Two http://www.googleandblog.com/faq-about-google-android/
  • 42. Know Your Demographics Blackberry has Emerging markets 40% 80% global enterprise of worldwide mobile market. MMS traffic.
  • 43. Know Your Geography Blackberry has Sharp sells 37% 80% Latin America of its phones in smartphone market. Japan, leads market. Most popular phone for youth in Brazil is Blackberry. Blackberry Messenger is Addictive. Network Effects. Source: http://bit.ly/dlpGt8
  • 44. What are your customers using? Ask Them Use Mobile Analytics
  • 45. DOs #2 Look beyond native apps to mobile web, SMS & MMS
  • 46. BMW Turned $70k MMS into $45M Revenue
  • 47. CHALLENGE: Find a single report that doesn’t show exponential growth for mobile web.
  • 48. WebKit & HTML5: Dominant Mobile Platform 2009 Smartphone Market Share (Gartner) 14% Symbian 1% Blackberry 4% iPhone Android 47% WebOS 14% Windows/Others Phones currently shipping or projected to ship using 20% WebKit in blue (85%). By contrast, 10 smartphone operating systems.
  • 49. Flirtomatic $15M in Revenue • $12 per month from 175,000 paying customers • 30% use the service seven times a day • Sold 28,000 virtual gifts in the five days between Boxing Day and New Year’s Eve Source: http://bit.ly/cck1xE | http://bit.ly/dpHbak
  • 50. Our iPhone app has been a Top 10 iPhone reference application for almost two years with almost six million downloads, and even with all of the great chart positions and visibility – just as many iPhone consumers use our mobile website as the application. —Kevin Nakao, Chief Operating Officer, Whitepages.com http://mashable.com/2010/06/10/why-you-may-not-need-a-mobile-app/
  • 51. DOs #3 Apps for Your Most Loyal Customers, Add Value
  • 52. iPhone App Generated $400M in 2009
  • 53. Second App for Most Avid Deal Hunters
  • 54. Reward People for Downloading Your App Take Advantage of Mobile Capabilities
  • 55. DOs #4 Consistent Experience Across Devices and Offline
  • 56. Holistic Customer Experience http://www.getelastic.com/mobile-app-dos-donts/
  • 57. Drive Offline Sales with Mobile Apps http://www.getelastic.com/offline-sales-mobile-apps/
  • 58. DOs #5 Understand Mobile Context
  • 59. Create a product, don’t re-imagine one for small screens. Great mobile products are created, never ported. –Brian Fling
  • 60. Mobile’s Eight Unique Abilities http://bit.ly/b3oUtH | http://bit.ly/92TYAR
  • 61. PERSONAL 63% do not share phone http://www.flickr.com/photos/fchouse/2829381653/
  • 62. ~50% of US admit to sleeping with phone PERMANENTLY CARRIED http://www.flickr.com/photos/kk/3615287378/
  • 63. ALWAYS ON http://www.flickr.com/photos/gilderic/3517477267/
  • 64. BUILT-IN PAYMENT CHANNEL
  • 65. CREATIVE IMPULSE http://www.flickr.com/photos/d_a_v_i_d_m_/246298437/
  • 66. ACCURATE MEASUREMENT http://www.flickr.com/photos/memotions/259656126/
  • 67. SOCIAL CONTEXT http://www.flickr.com/photos/mythoto/1234638761/
  • 68. 100 million people actively using Facebook from their mobile devices http://blog.facebook.com/blog.php?post=297879717130
  • 69. AUGMENTED REALITY http://issuu.com/mkparsley/docs/ikea
  • 70. Google’s Three Mobile Behavior Groups Repetitive now Bored now Urgent now http://www.informationweek.com/blog/main/archives/2007/04/google_lays_out.html
  • 71. CORE PRINCIPLE Mobile First
  • 72. Mobile First at Google Google programmers are doing work on mobile applications first, because they are better apps and that's what top programmers want to develop. –Eric Schmidt, Google CEO 3 Source: http://aneventapart.com/2010/seattle/slides/04_wroblewski.pdf
  • 73. Luke’s Take on Mobile First Growth = Opportunity Constraints = Focus Capabilities = Innovation http://www.lukew.com/ff/entry.asp?933
  • 74. http://www.lukew.com/ff/entry.asp?1117
  • 75. http://www.lukew.com/ff/entry.asp?1117
  • 76. ME NEED IPHONE APP. http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/
  • 77. What is your mobile strategy? There shouldn’t be a mobile strategy. It should simply be THE strategy.
  • 78. M M Mobile 4t ob on h ile da Po y, rtl 6p an m d First Mobile is disruptive technology. It will touch all aspects of your business. Plan accordingly. Slides: bit.ly/mp-strategy | @grigs | cloudfour.com | mobileportland.com