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#Mobilize
Tomer Cohen
Mobile Group Product Lead, LinkedIn

@cohentomer
no·mo·pho·bi·a
(noun) : a pathological fear or dread of not having one's
mobile phone
mobile moment
% of traffic /
revenue

mobile moment

time
Netherlands
UK
US

Denmark

>45%
>45%%
>45

Sweden

44%

38%

>50%
United Arab Emirates

Turkey

>50%

25%

India

>50%
Br...
Mobile is an opportunity.

Leverage mobile diversity.

Mobile first. Platform first.
Mobile is changing the world

Television
1950

Internet

Mobile

1990

2000

Mobile is the 7th mass media revolution
Smartphone

Internet

PC

Television

Telephone

100%
90%
% of ownership – USA

80%
70%
60%
50%
40%
30%
20%
10%
0%
0

10

...
82% of U.S. adults own a cellphone.
91% of them have their phone within arm’s reach.

Source: http://pewinternet.org/Repor...
Mobile is changing the world

2012

2016

PC

Tablet

Per day…

378K

1.3M

Smart phone

= 100M
Sources: IDC March 2012, G...
On mobile, content is king
On mobile, content is king

78%
EMAIL

57%
GENERAL SEARCH

73%
WEB BROWSING

46%
LOCAL SEARCH

...
Desktop

Phone

Television

Phone leads daily content consumption across desktop, television and tablet.
Source: http://ww...
Mobile is an opportunity.

Leverage mobile diversity.
Version 1.0

Oct 2010
Who are our (mobile) users?
Simplify

Aug 2011
Always on with mobile
Focus on content

Apr 2012
Leapfrog

July 2012
Personalization

Deep Linking

Promotions

A/B
Experimentation

Analytics

Tracking

Page Load

Automation

Internationali...
Email
Location

Device
Type

Organic vs.
Transactional

Operating
System
App
Version

User
Segmentation

Time

Native vs.
...
More than 51% of emails are opened on Mobile

Make it…

Simple to Read
Easy to Tap
Easy to Scroll

Before

After
More than 51% of emails are opened on Mobile

Make it…

Easy to Land
Native vs. HTML5

Organic vs. Transactional
Updates vs. Over-the-Air
AB Experimentation

OS Permissions Access
Push Notifi...
Constant state of reinvention

Apr 2013

Oct 2013

LinkedIn Phone

LinkedIn Tablet
Every app should fulfill a wish
Mobile is an opportunity.

Leverage mobile diversity.

Mobile first. Platform first.
Mobile first. Platform first
1. App Permissions - Opt in vs. Opt out
2. Organic vs. Transactional Behavior
3. Walled Garden vs. Open Playground
Mobile is an opportunity.

Leverage mobile diversity.

Mobile first. Platform first.
Thank You!
Tomer Cohen
Mobile Group Product Lead, LinkedIn

@cohentomer
Mobilize
Mobilize
Mobilize
Mobilize
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Mobilize

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Keeping Up with Your Mobile-Savvy Consumers
It’s abundantly clear that the mobile space is evolving at a rapid pace with no signs of slowing down. We know that consumers are addicted to their mobile devices and mobile internet usage is projected to trump desktop usage this year, so why isn’t your marketing plan focusing on your mobile consumers? Join Tomer Cohen from LinkedIn as he discusses how to keep up and capitalize your marketing efforts with the on-the-go, mobile-savvy consumer.

Attendees will learn how to:
Set and exceed mobile engagement goals
Anticipate the wants & needs of your audience
Leverage mobile marketing to delight your audience and grow your revenue

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Transcript of "Mobilize"

  1. 1. #Mobilize Tomer Cohen Mobile Group Product Lead, LinkedIn @cohentomer
  2. 2. no·mo·pho·bi·a (noun) : a pathological fear or dread of not having one's mobile phone
  3. 3. mobile moment
  4. 4. % of traffic / revenue mobile moment time
  5. 5. Netherlands UK US Denmark >45% >45%% >45 Sweden 44% 38% >50% United Arab Emirates Turkey >50% 25% India >50% Brazil Singapore 32% Australia >45%
  6. 6. Mobile is an opportunity. Leverage mobile diversity. Mobile first. Platform first.
  7. 7. Mobile is changing the world Television 1950 Internet Mobile 1990 2000 Mobile is the 7th mass media revolution
  8. 8. Smartphone Internet PC Television Telephone 100% 90% % of ownership – USA 80% 70% 60% 50% 40% 30% 20% 10% 0% 0 10 20 30 40 50 60 70 80 Number of years since inception Source: Chart adapted using data from 2009 edition of Forbes magazine, emarketer.com and KPCB Internet Trends 2011 90 100 110 120
  9. 9. 82% of U.S. adults own a cellphone. 91% of them have their phone within arm’s reach. Source: http://pewinternet.org/Reports/2010/Cell-Phones-and-American-Adults/Overview.aspx
  10. 10. Mobile is changing the world 2012 2016 PC Tablet Per day… 378K 1.3M Smart phone = 100M Sources: IDC March 2012, Gartner April 2013, Every day there are 4.5x new mobile devices sold than babies born! 371K
  11. 11. On mobile, content is king On mobile, content is king 78% EMAIL 57% GENERAL SEARCH 73% WEB BROWSING 46% LOCAL SEARCH 64% MAPS/DIRECTIONS 44% READ NEWS, SPORTS 60% GAMES 37% WATCH TV/VIDEO Source: IDC “Always Connected” Report - https://fb-public.app.box.com/s/3iq5x6uwnqtq7ki4q8wk Smartphones are the central social, communication, and information tool in people’s lives
  12. 12. Desktop Phone Television Phone leads daily content consumption across desktop, television and tablet. Source: http://www.brafton.com/news/global-content-consumption-dominated-by-the-web-mobile-on-top
  13. 13. Mobile is an opportunity. Leverage mobile diversity.
  14. 14. Version 1.0 Oct 2010
  15. 15. Who are our (mobile) users?
  16. 16. Simplify Aug 2011
  17. 17. Always on with mobile
  18. 18. Focus on content Apr 2012
  19. 19. Leapfrog July 2012
  20. 20. Personalization Deep Linking Promotions A/B Experimentation Analytics Tracking Page Load Automation Internationalization
  21. 21. Email Location Device Type Organic vs. Transactional Operating System App Version User Segmentation Time Native vs. Touch Web A lot to track = A lot to gain Screen Size Price Point Connectivity
  22. 22. More than 51% of emails are opened on Mobile Make it… Simple to Read Easy to Tap Easy to Scroll Before After
  23. 23. More than 51% of emails are opened on Mobile Make it… Easy to Land
  24. 24. Native vs. HTML5 Organic vs. Transactional Updates vs. Over-the-Air AB Experimentation OS Permissions Access Push Notifications Engagement Payments
  25. 25. Constant state of reinvention Apr 2013 Oct 2013 LinkedIn Phone LinkedIn Tablet
  26. 26. Every app should fulfill a wish
  27. 27. Mobile is an opportunity. Leverage mobile diversity. Mobile first. Platform first.
  28. 28. Mobile first. Platform first
  29. 29. 1. App Permissions - Opt in vs. Opt out
  30. 30. 2. Organic vs. Transactional Behavior
  31. 31. 3. Walled Garden vs. Open Playground
  32. 32. Mobile is an opportunity. Leverage mobile diversity. Mobile first. Platform first.
  33. 33. Thank You! Tomer Cohen Mobile Group Product Lead, LinkedIn @cohentomer
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