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Mobile media strategies 2011 john barnes - what to build now


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Mobile media strategies 2011 john barnes - what to build now

  1. 1. Mobile Media Strategies 2011 What to build now?  @johnmnbarnes June 2011 #mobilemedia11
  2. 2. By 2013, mobile phones will overtake PCs as the most common Web access device worldwide <ul><li>According to Gartner estimates: </li></ul><ul><ul><li>The total number of PCs in use will reach 1.62 billion units in 2012, all of which are capable of Internet access, even if some are not connected. </li></ul></ul><ul><ul><li>By 2012, the combined installed base of smartphones and browser-equipped enhanced phones will exceed 1.69 billion units. From 2012 onwards, this combined installed base will be greater than the installed base for PCs. </li></ul></ul><ul><li>Nevertheless, most users in 2012 will use a PC as their primary Web access device and their phone as a secondary access device. However, as use of smartphones spreads globally, they will overtake the PC as the most common primary device for Web access sometime in 2015. </li></ul><ul><li>This shift means that many websites will need to be reformatted or rebuilt. Mobile device users typically make many fewer “clicks” on a website than PC users, and websites not optimized for smaller screen formats will risk reduced customer interaction and fewer transactions. This market barrier will be of particularly concern to: </li></ul><ul><ul><li>Organizations in geographies where the PC is not as prevalent. </li></ul></ul><ul><ul><li>Organizations with consumer-facing websites. </li></ul></ul><ul><ul><li>Informational portals used by educational institutions and the government sector, Online retailers, banks and financial service providers will be the most exposed to this risk. </li></ul></ul>Source: Gartner Top End User Predictions for 2010
  3. 3. Browser Based m.editions HTML 5.0 Objective C Device Based Online Offline Selective Elective Pull Push Continuous Intermittent Infinite Finite Generic Specific Broadcast Narrowcast Hybrid Apps Not Apps Pure Apps Mash-up Mobile Spectrum: where should you play!
  4. 4. m.editions what is the difference? <ul><li>M. editions provide full integration with the CMS </li></ul><ul><li>Specially optimised templates are served up to the user on autodetecting mobile device – no redirects to another site i.e. </li></ul><ul><li>Advantages of this are: </li></ul><ul><ul><li>Same domain name </li></ul></ul><ul><ul><li>User accounts work on mobile and desktop </li></ul></ul><ul><ul><li>Full features of the CMS are available on Mobile ie search, categories, tags, trials, logins etc </li></ul></ul><ul><ul><li>Will improve access from mobile email </li></ul></ul><ul><ul><li>Integration with Dart ad system </li></ul></ul><ul><ul><li>Integration with Webtrends </li></ul></ul>
  5. 5. example of m.editions – catering for any device, any user – liquid design
  6. 6. example of m.editions – full site functionality on any handset
  7. 7. Different Brands require different approaches Multi device use No clear leader m.edition monetisable Attractive HTML 5.0 play 94.5% Browser Based 13.8% of visits are mobile 91.2% 8.8% Mobile Desktop % of total visits % of mobile visits 10.5% of visits are mobile 94.5% 5.5% iPhone/iPad dominates Apple IoS clear leader App monetisable Obvious pure App play Device Based
  8. 8. Apps in general <ul><li>We have defined the following criteria for determining whether an App gets built: </li></ul><ul><ul><li>What is the content? </li></ul></ul><ul><ul><li>Who is the audience? </li></ul></ul><ul><ul><li>What does it add to the brand? </li></ul></ul><ul><ul><li>What is the device/OS? </li></ul></ul><ul><ul><li>What is the cost? </li></ul></ul><ul><ul><li>Who is the build partner? </li></ul></ul><ul><ul><li>What are the estimated revenues? </li></ul></ul><ul><li>We have created an app whitepaper available for guidance </li></ul>
  9. 9. Data capture: <ul><li>Mobile data collection still a main objective for the group. Initial data could be as basic as email or mobile number, this can be used: </li></ul><ul><ul><li>To begin the process of building mobile user profiles; </li></ul></ul><ul><ul><li>To cross-reference this data with our existing user data (especially email), build profiles out from there; </li></ul></ul><ul><ul><li>To market other products and brands to grow the audience engagement, especially mobile to mobile or app to app marketing, strong case studies in the market on the effectiveness of this; </li></ul></ul><ul><ul><li>Commercially, to run targeted campaigns </li></ul></ul><ul><ul><li>Integrate with Analytics strategy to analyse platform trends and plan development </li></ul></ul><ul><ul><li>Ultimate goal is to identify users entering m.editions and upsell to on device apps when and where possible </li></ul></ul>
  10. 10. Key mobile findings from our Mobile research – Browser or Apps <ul><li>Data and analystics are absolutely critical to the successful development of B2B mobile audiences and revenues. </li></ul><ul><li>Low-level SMS data is given more readily than on the desktop </li></ul><ul><li>Mobile sites (m.editions) are more suited to the majority of our brands currently than apps and should be the continued first line of development </li></ul><ul><li>The cost of app production and the total current mobile audiences on some brands make apps only currently suited to certain brands </li></ul><ul><li>Paid-for apps remain a goal but not all brands justify the the cost to make it a compelling group wide position </li></ul><ul><li>There is no answer between which is better because both are for entirely different purposes </li></ul><ul><li>To be successful, you need to  have a mobile web strategy AND a mobile app strategy. </li></ul>
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