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The Key to Mobile Success: Know Your User

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Skype…Rue La La…American Greetings…

All have successful mobile products that have added significant value to their respective brands. All of which have a look, feel, value proposition and use case that is distinct from their parent web products. The marketers and developers behind these products understood that developing successful mobile offerings boils down to one simple rule – know your user.

The advent of user friendly, web enabled smart phones has created a tremendous branding (and revenue) opportunity, but in the rush to take advantage of that opportunity many companies simply replicate their web offerings onto a mobile platform - a misstep that can mean the difference between a mobile phenomenon and failure.

Join Nitzan Shaer, founder of High Start Group and Skype Mobile, and Cimarron Buser, VP of product and marketing at Apperian, for a conversation about developing killer mobile applications for your end user.

Attendees will learn how to:

• Design mobile value propositions for your audience
• Understand what makes a mobile product go viral in your target segment
• Use mobile to enhance the value of your brand, increase revenue, and create loyalty

Published in: Business
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The Key to Mobile Success: Know Your User

  1. 1. The Key to Mobile Success: Know Your User Nitzan Shaer and Cimarron Buser
  2. 2. #hsgmobile Today’s Speakers Click Q&A button to submit questions, or Chat for technical issues Nitzan Shaer Cimarron Buser HIGH START GROUP APPERIAN Founder and Managing Partner VP Products and Marketing Mobile executive and strategist. Visionary and creative leadership for mobile, enterprise and Web At Skype, led Mobile Product Group. products. Launched global initiatives at Microsoft. Ideas to Market—successful at Held executive roles with a number of transforming product ideas into mobile startups. Board member and market-leading products investor. Apperian clients include: High Start Group clients include: American Greetings, The Estee AT&T, Constant Contact, Brightcove, Lauder Companies, Harrah's BzzAgent, Where.com, Vlingo, envIO Entertainment, Intuit, Progressive Networks, Vivox, and others. Insurance, Rue La La, Timberland, and Warner Brothers. 2
  3. 3. #hsgmobile Agenda Case Studies Mobile as a Transformational Opportunity Common Pitfalls in Creating a High Impact Mobile Offering What is a “High Impact Mobile Offering?” 3 Steps to Creating a High Impact Mobile Offering 3
  4. 4. #hsgmobile Mobile as a Transformational Opportunity Web 2013. By 2013, mobile phones will be the most common device used to access the Web The Rising Majority. 89 million people in the USA accessed the mobile Web in the past year; 53% of these people access the Internet from their phone every day Mobile Commerce Explosion. eBay expects $1.5B through its mobile commerce channel in 2010; 94% of retailers have or are developing a mobile strategic plan Leading Platforms. Apple App Store, 250K apps (5B downloads); Android Market, 80K; Blackberry App World, 8K Mobile is on track to become an ubiquitous part of daily life. An opportunity too big to pass on! 4
  5. 5. #hsgmobile Poll Where are you in the process of developing a mobile offering (application or mobile Web)?  Considering a mobile offering  Actively planning, setting goals, defining experiences  Developing software  Launched, but it hasn’t delivered the results we hoped for  Launched and it is meeting our goals 5
  6. 6. #hsgmobile Webinar Survey Results Where are you in the process of developing a mobile offering (application or mobile web)? Considering a mobile application 34% Actively planning, setting goals, defining 28% Developing software 13% Launched and it is meeting our goals 22% Launched, but it hasn't delivered on its goals 3% 0% 5% 10% 15% 20% 25% 30% 35% 40% 6
  7. 7. #hsgmobile Common Pitfalls in Creating a High Impact Mobile Offering Strategy • Unidentified customer needs. Unique mobile needs not understood or addressed • Customer retention. Not enough focus to encourage repeat usage Design • Information overload. Too many features are crammed in • Mobile’s unique capabilities ignored. Location, device capabilities, social facilitation Technology • The sky is not the limit. Connectivity assumed to be perfect 7
  8. 8. #hsgmobile What is a “High Impact Mobile Offering?” Customer Value Highly satisfied by utility, entertainment, and social value Company Value Experience Increased revenues, Intuitive, instant gratification, new customers, appropriate for mobile context, loyalty and brand value generates frequent usage 8
  9. 9. #hsgmobile 3 Steps To Creating a High Impact Mobile Offering • Set Mobile-Specific Business Goals Goals that incorporate the opportunities of mobile 1 (Hint: these are rarely the same goals as desktop Web site) • Identify Mobile Users, Context, and Needs Who will use it? Where? When? And what do they really need? 2 • Ensure Adoption and Repeat Engagement Figure out why your mobile offering will stand out 3 (Hint: what will make them check in every day?) 9
  10. 10. #hsgmobile Introducing Today’s Case Studies 10
  11. 11. #hsgmobile 11
  12. 12. #hsgmobile 12
  13. 13. #hsgmobile 13
  14. 14. #hsgmobile 3 Steps To Creating a High Impact Mobile Offering • Set Mobile-Specific Business Goals 1 • Identify Mobile Users, Context, and Needs 2 • Ensure Adoption and Repeat Engagement 3 14
  15. 15. #hsgmobile Step 1: Set Mobile-Specific Business Goals  Increase revenue. New mobile offering, frequency of purchase, leveraging location, or other contextual info Clearly defined mobile goals are the basis of a focused experience and impactful results 15
  16. 16. #hsgmobile Step 1: Set Mobile-Specific Business Goals  Increase revenue. New mobile offering, frequency of purchase, leveraging location, or other contextual info  Grow user base. New value add, differentiated offering, social growth Clearly defined mobile goals are the basis of a focused experience and impactful results 16
  17. 17. #hsgmobile Step 1: Set Mobile-Specific Business Goals  Increase revenue. New mobile offering, frequency of purchase, leveraging location, or other contextual info  Grow user base. New value add, differentiated offering, social growth  Deepen engagement. Convenience of use, location, social and emotional engagement Clearly defined mobile goals are the basis of a focused experience and impactful results 17
  18. 18. #hsgmobile Step 1: Set Mobile-Specific Business Goals  Increase revenue. New mobile offering, frequency of purchase, leveraging location, or other contextual info  Grow user base. New value add, differentiated offering, social growth  Deepen engagement. Convenience of use, location, social and emotional engagement  Brand building. Increasing awareness, new channel Clearly defined mobile goals are the basis of a focused experience and impactful results 18
  19. 19. #hsgmobile Step 2: Identify Mobile Users, Context, and Needs  Target users. • Which segment will benefit most from mobile (hint: not all)? • Who are the new users we are targeting? • On which devices? • What are their behavioral patterns? Identify the exact target users, their context of use, and their needs at the time of engagement 19
  20. 20. #hsgmobile Step 2: Identify Mobile Users, Context, and Needs Describe an unusual situation in which you  Target users. used the app • Which segment will benefit most from mobile (hint: not all)? • Who are the new users we are targeting? Waiting room of doctor's 44% • On which devices? office • What are their behavioral patterns? Waiting for a 38% flight  Context of use. • When and where will users access it? Other 34% • What do we know about the user at that time? • What information does she have access to? Waiting for my 27% food in a diner During a 26% meeting Car wash 13% Identify the exact target users, their context of use, and their needs at the time of engagement 20
  21. 21. #hsgmobile Step 2: Identify Mobile Users, Context, and Needs Tell us why it's  Target users. important to be able to take the site anywhere • Which segment will benefit most from mobile (hint: not all)? • Who are the new users we are targeting? So I can be • On which devices? first when a 67% • What are their behavioral patterns? sale begins I need to fight  Context of use. boredom in 36% • When and where will users access it? lines… • What do we know about the user at that time? I love the idea • What information does she have access to? of having an 33% app…  Needs. Shopping on the site is 27% • What will the user want to achieve? sometimes… (e.g. Kill time, urgent info, respond to event, impulse buy?) Because I'm rarely at a 27% computer Identify the exact target users, their context of use, and their needs at the time of engagement 21
  22. 22. #hsgmobile Step 3: Ensure Adoption and Repeat Engagement  Instant gratification. Users expect 5-30 seconds. Intuitive and instant reward For a competitive mobile offering, leverage unique mobile elements to spur adoption and repeat engagement 22
  23. 23. #hsgmobile Step 3: Ensure Adoption and Repeat Engagement  Instant gratification. Users expect 5-30 seconds. Intuitive and instant reward  Hyper personalized. Personalize the experience to foster personal and social aspects For a competitive mobile offering, leverage unique mobile elements to spur adoption and repeat engagement 23
  24. 24. #hsgmobile Step 3: Ensure Adoption and Repeat Engagement  Instant gratification. Users expect 5-30 seconds. Intuitive and instant reward  Hyper personalized. Personalize the experience to foster personal and social aspects  Freemium model. Remove barriers to adoption, monetize after user is engaged For a competitive mobile offering, leverage unique mobile elements to spur adoption and repeat engagement 24
  25. 25. #hsgmobile Step 3: Ensure Adoption and Repeat Engagement  Instant gratification. Users expect 5-30 seconds. Intuitive and instant reward  Hyper personalized. Personalize the experience to foster personal and social aspects  Freemium model. Remove barriers to adoption, monetize after user is engaged  Viral growth. Implement viral elements in the product offering, the most common way to spur adoption For a competitive mobile offering, leverage unique mobile elements to spur adoption and repeat engagement 25
  26. 26. #hsgmobile Step 3: Ensure Adoption and Repeat Engagement  Instant gratification. Users expect 5-30 seconds. Intuitive and instant reward  Hyper personalized. Personalize the experience to foster personal and social aspects  Freemium model. Remove barriers to adoption, monetize after user is engaged  Viral growth. Implement viral elements in the product offering, the most common way to spur adoption  Game mechanics. Introduce elements that drive enthusiasm, repeat usage, deliver social benefits: reviews, badges, check-ins, rewards, testimonials For a competitive mobile offering, leverage unique mobile elements to spur adoption and repeat engagement 26
  27. 27. #hsgmobile Summary: Creating a High Impact Mobile Offering Set mobile-specific business goals Identify mobile users, context, and needs Ensure adoption and repeat engagement Addressing the unique aspects of the mobile environment is key to delivering a transformational offering 27
  28. 28. #hsgmobile Are you developing a mobile strategy? Do you want to increase adoption and engagement? info@highstartgroup.com +1.617.249.0531 Did you like this webinar? Follow HSG on: Follow Apperian on: Facebook: High Start Group Twitter: @apperian Twitter: @highstartgroup Blog: apperian.com/blog Blog: blog.highstartgroup.com Web: apperian.com Web: highstartgroup.com 28

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