Successfully reported this slideshow.

Google Think Mobile Event - Mobile Strategy

3,456 views

Published on

«If you don't have a mobile strategy, you don't have a future strategy.» Michael Rottmann, Partner bei Namics präsentierte bei dem Google Think Mobile Event die 360° Mobile Strategie.

Published in: Marketing, Technology, Business
  • Be the first to comment

Google Think Mobile Event - Mobile Strategy

  1. 1. Google. Think Mobile. Mobile Strategy. Namics. Michael Rottmann. Partner. 31. October 2013
  2. 2. “Out of Scope” Namics.
  3. 3. Biggest challenge of new channels Unrecognized Business " Impact Namics.
  4. 4. “If you don’t have " a mobile strategy, " you don’t have " a future strategy.” Namics.
  5. 5. The future of mobile is today, and it is critical to look closely at your company to see whether it will capitalize or disappear in front of mobile users. Eric Schmidt, " Executive Chairman Google
  6. 6. Mobile " Opportunities Benchmarking Expert Workshop Generate ideas Prioritize opportunities vs. Mobile " Strategy Stakeholder Interviews Strategic approach Mobile roadmap Namics.
  7. 7. Mobile Strategy " Approach Objectives Target groups Context of usage Problem identification Solutions Platform strategy Lifecycle concept Metrics of success Access & Ecosystem Integration in Communication & Sales Namics.
  8. 8. Objectives Reach new audience Lead Generation Customer retention Sales & Support Brand image Process Optimization Namics.
  9. 9. Target groups New audience Customer (B2C / B2B) Internals (mobile tools) Namics.
  10. 10. Namics.
  11. 11. Context of usage User Device " Location Surrounding Namics.
  12. 12. User 73% Restaurant 77% In a store 87% On the go At home 93% Bored" Bridge waiting time Games, Social, Fun Smartphone usage Repeating" Recurring consumption" of information Urgent" Time critical, urgently " required Information Namics.
  13. 13. Problem identification What is the issue, " most common task, question, need of our" mobile user? Namics.
  14. 14. Problem identification Namics.
  15. 15. Solution Value add to existing touchpoints " (Store, online-shop, website, catalogue, call center, social networks, email marketing) How can we add value " with mobile services? Camera, video, scanner, microphone GPS, gyro sensor, compass near field communication (NFC) address book, calendar What is the economic value? " (filter & prioritize) Namics.
  16. 16. Namics.
  17. 17. Namics.
  18. 18. Namics.
  19. 19. focus Namics.
  20. 20. Namics.
  21. 21. Namics.
  22. 22. Platform strategy Responsive website Mobile website Web app " Hybrid app " Native app Namics.
  23. 23. Lifecycle concept Metrics of success Access & Ecosystem Integration in Communication & Sales Namics.
  24. 24. Objectives Target groups Context of usage Problem identification Solutions Platform strategy Lifecycle concept Metrics of success Access & Ecosystem Integration in Communication & Sales Mobile Strategy " Approach Namics.
  25. 25. Objectives Target groups Context of usage Problem identification 1w 1w 2w 2w Solutions 6w Platform strategy Lifecycle concept Metrics of success Access & Ecosystem Integration in Communication & Sales Mobile Strategy " Approach Namics.
  26. 26. Objectives Target groups Context of usage 2-6 w eeks 12 weeks Problem identification Solutions eks we 4-8 8-16 weeks Platform strategy Lifecycle concept Metrics of success Access & Ecosystem Integration in Communication & Sales Mobile Strategy " Approach Namics.
  27. 27. Industry responsive website Namics.
  28. 28. Namics.
  29. 29. Industry native app Namics.
  30. 30. Namics.
  31. 31. City administration website Namics.
  32. 32. Food e-Store Conversion m: 8.33% pc: 5.77% Mobile Visits mobile " shop 4x Mobile Conversion Rate Jul 13 Aug 13 Sep13 Oct 13
  33. 33. Mobile " Checkout 1 3 6 2 4 5 7 Include only vital fields – even more
  34. 34. Mobile " Checkout 1 3 6 2 4 5 7 Include only " vital fields – " even more Leverage mobile UI elements Allow " checkout " as a guest – " even more
  35. 35. Mobile " Checkout 1 3 6 2 4 5 7 Include only " vital fields – " even more Build lightweight (5 sec) Leverage " mobile " UI elements Allow " checkout " as a guest – " even more Remove " distractions, " not content Show " progress Reassure" security – " especially " mobile
  36. 36. Namics.
  37. 37. Think mobile! michael.rottmann@namics.com © Namics 31.10.13 44 Google. Think Mobile. Mobile Strategy. Namics.

×