Mobile Strategy

because "slightly mobile" just isn't enough

Carsten Lambrecht
Senior Account Manager
dkd Internet Servic...
Mobile „last vs. first“

Graceful Degradation

Progressive Enhancement
Tech Stuff?

RWD

Responsive Web Design
Adaptive Images

Second Screen

AWD

Adaptive Web Design

Content is King
Mobile F...
No Tech Stuff!

RWD is AWD
This talk
Second Screen

Responsive Web Design

Adaptive Web Design

business related....
Adapt...
Mobile Strategy

because "slightly mobile" just isn't enough

Carsten Lambrecht
Senior Account Manager
dkd Internet Servic...
Agenda

Mobile

Strategy

Web-Evolution

Business

Devices

Customers

Usage

Analysis

Synced

Value Chain

Conclusion

N...
Team

Jens
Hoffmann

Sascha
Lüönd

Søren
Schaffstein

Carsten
Lambrecht
Carsten Lambrecht
Born in 1975
started as Grafik Designer
Marketing Knowledge
TYPO3 since 2005
mobile Projects since 2008
...
Mobile
Web-Evolution
Device diversity
Context of Use
Synchronized
Web evolution

Quelle: http://www.evolutionoftheweb.com
Information
Web 1.0 - Information

Logo
Web 2.0 - Communication

Logo

0:14
Web 3.0 - Relation

Logo

0:14
Web 4.0 - Internet of Things

Quelle: http://bradfrostweb.com/blog/post/this-is-the-web/
Device diversity
device diversity
Interested in movies?
device diversity
device diversity
Context of Use
Todays web experience
Daylife

☽

☼
Office

Office
Daylife

Office

Office

☽

☼
Office

Office
Synchronized
www.vgf-ffm.de
Synchronizing Disturbances
Synchronizing Disturbances
Synchronizing Disturbances
Everything is synced via the cloud
Conclusion
Conclusion - the mobile web

Mobile Web
The user is always on(line)
Cross Device Concepts
Strategy
business
customers
Analysis
Value Chain
How to decide?
First Mover, Trendsetter, Fast Follower, Late Mover

Bild-Quellen: http://neuerdings.com/2008/03/18/saehan-...
Business
Business
Business
Business
Business Model
Canvas
http://www.businessmodelgeneration.com/canvas
http://www.businessmodelgeneration.com/canvas
Customer Journey
Customer Journey
informe & argue

s
es
en

tio
n

ag

ac

us

tis
f

n-

&
ice
rv

a

er
ft

sa

ow

reconsideration

se

...
Looking for a Taxi?
Taxi Customer Journey
Taxi around?

Need a Taxi

phone call

informe & argue

where am i?

n
io

s

nt

es
en

&

strange ...
SWOT
SWOT (Analysis) : Strengths, Weaknesses,
Opportunities, and Threats
Taxi Customer Journey
Taxi around?

Need a Taxi

phone call

informe & argue

where am i?

n
io

s

nt

es
en

&

strange ...
Taxi Customer Journey

i around?

phone call

rme & argue

number?
se

no Problem
smartphone and google

re
cu
&

Landingp...
Todays Taxi Customer Journey
click

Taxi around?

Need a Taxi

phone call

informe & argue

where am i?

n
io

s

nt

es
e...
Value Chain
Value Chain

Taxi Driver

Taxi Call Center

Customer
Value Chain

Taxi Driver

Customer
Value Chain

Artist

Publisher

Whole Sale

Shops

Customer
Value Chain

Artist

Publisher

Download Shops

Customer
Value Chain

Artist

Publisher

Customer
Value Chain

Factory

Whole Sale

Shop

Quelle:http://stevesayswhat.com/2010/11/11/nikeid-and-why-it-is-awesomesauce/ - ht...
Value Chain

Factory

Customer

Quelle:http://stevesayswhat.com/2010/11/11/nikeid-and-why-it-is-awesomesauce/ - http://blo...
Value Chain - B2B2B2C

B2B2B2C
Next Steps
Next Steps

@casilas

1 Analysis
2 Workshop
Next Steps

@casilas

1 Analysis
2 Workshop
Next Steps

@casilas

1 Analysis
2 Workshop
Next Steps

@casilas

@dkd_de

1 Analysis
2 Workshop

m.url.tld

RWD

Web APP

native APP
Next Steps

@casilas

@dkd_de

1 Analysis
2 Workshop

m.url.tld

RWD

Web APP

native APP
Next Steps

@casilas

@dkd_de

Thank You
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Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

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More and more devices can do Internet. More and more users want unlimited access to information while being on the way.

Therefore providing only a special mobile website, an app or a partly optimised website just isn't enough anymore.

A comprehensive "Mobile Strategy" includes a lot more than only technical aspects. It merely considers all possible channels, various devices and the many content sources in your company.

We will show you the dos and don'ts, several execellent (and not so excellent) examples and will offer valueable clues for the development of your own "Mobile Strategy".

Published in: Technology, Business
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Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

  1. 1. Mobile Strategy because "slightly mobile" just isn't enough Carsten Lambrecht Senior Account Manager dkd Internet Service GmbH
  2. 2. Mobile „last vs. first“ Graceful Degradation Progressive Enhancement
  3. 3. Tech Stuff? RWD Responsive Web Design Adaptive Images Second Screen AWD Adaptive Web Design Content is King Mobile First Progressive Enhancement Media querries Graceful Degradation Break-Points
  4. 4. No Tech Stuff! RWD is AWD This talk Second Screen Responsive Web Design Adaptive Web Design business related.... Adaptive Images Content is King so back to start. Mobile First Graceful Degradation Progressive Enhancement Media querries Break-Points
  5. 5. Mobile Strategy because "slightly mobile" just isn't enough Carsten Lambrecht Senior Account Manager dkd Internet Service GmbH
  6. 6. Agenda Mobile Strategy Web-Evolution Business Devices Customers Usage Analysis Synced Value Chain Conclusion Next Steps
  7. 7. Team Jens Hoffmann Sascha Lüönd Søren Schaffstein Carsten Lambrecht
  8. 8. Carsten Lambrecht Born in 1975 started as Grafik Designer Marketing Knowledge TYPO3 since 2005 mobile Projects since 2008 Quelle: http://commons.wikimedia.org/wiki/ File:Commodore64.jpg Quelle: http://pdadb.net/index.php? m=specs&id=2&c=hewlett-packard_jornada_720 Quelle: http://www.webdesignerdepot.com/2009/05/theevolution-of-cell-phone-design-between-1983-2009/
  9. 9. Mobile Web-Evolution Device diversity Context of Use Synchronized
  10. 10. Web evolution Quelle: http://www.evolutionoftheweb.com
  11. 11. Information
  12. 12. Web 1.0 - Information Logo
  13. 13. Web 2.0 - Communication Logo 0:14
  14. 14. Web 3.0 - Relation Logo 0:14
  15. 15. Web 4.0 - Internet of Things Quelle: http://bradfrostweb.com/blog/post/this-is-the-web/
  16. 16. Device diversity
  17. 17. device diversity
  18. 18. Interested in movies?
  19. 19. device diversity
  20. 20. device diversity
  21. 21. Context of Use
  22. 22. Todays web experience
  23. 23. Daylife ☽ ☼ Office Office
  24. 24. Daylife Office Office ☽ ☼ Office Office
  25. 25. Synchronized
  26. 26. www.vgf-ffm.de
  27. 27. Synchronizing Disturbances
  28. 28. Synchronizing Disturbances
  29. 29. Synchronizing Disturbances
  30. 30. Everything is synced via the cloud
  31. 31. Conclusion
  32. 32. Conclusion - the mobile web Mobile Web The user is always on(line) Cross Device Concepts
  33. 33. Strategy business customers Analysis Value Chain
  34. 34. How to decide? First Mover, Trendsetter, Fast Follower, Late Mover Bild-Quellen: http://neuerdings.com/2008/03/18/saehan-mpman-f10-der-ruin-der-musikindustrie/ - http://www.chip.de/ii/9/1/6/7/1/1/9/cc1193daddc9e21f.jpg - http://www.chip.de/ii/1/0/8/7/0/2/9/5/zune-51295c8d82034d75.jpg
  35. 35. Business
  36. 36. Business
  37. 37. Business
  38. 38. Business
  39. 39. Business Model Canvas http://www.businessmodelgeneration.com/canvas
  40. 40. http://www.businessmodelgeneration.com/canvas
  41. 41. Customer Journey
  42. 42. Customer Journey informe & argue s es en tio n ag ac us tis f n- & ice rv a er ft sa ow reconsideration se n io nt e e e us ar of g as aw se ea te & rch rin pu at re cu se consideration du ef b re o honors loyalty Bild-Quellen: http://commons.wikimedia.org/wiki/File:MargaretCafe_PasteisDeNata.JPG
  43. 43. Looking for a Taxi?
  44. 44. Taxi Customer Journey Taxi around? Need a Taxi phone call informe & argue where am i? n io s nt es en & strange driver se rv ice er ft a I SAID: I need a ride for 5! sa ow reconsideration wrong car tis f n- ac us tio n ag e e e us ar wrong number of g as aw se ea te Landingpage & at re rch rin pu walk? consideration du ef b re o no Problem smartphone and google cu se Subway or Taxi? number? wrong way honors loyalty business card never ever! expensive
  45. 45. SWOT SWOT (Analysis) : Strengths, Weaknesses, Opportunities, and Threats
  46. 46. Taxi Customer Journey Taxi around? Need a Taxi phone call informe & argue where am i? n io s nt es en & strange driver se rv ice er ft a I SAID: I need a ride for 5! sa ow Touchpoints reconsideration wrong car tis f n- ac us tio n ag e e e us ar wrong number of g as aw se ea te Landingpage & at re rch rin pu walk? consideration du ef b re o no Problem smartphone and google cu se Subway or Taxi? number? wrong way honors loyalty business card never ever! expensive
  47. 47. Taxi Customer Journey i around? phone call rme & argue number? se no Problem smartphone and google re cu & Landingpage se ea n tio ac tis f -u sa wn e us ge of g rin e as rch pu du nsideration external internal helpfull harmfull many Taxis not around Strengths Weaknesses GPS costs increasing local SW O T Opportunities Threats smartphone usage price battle wrong number where am i? wrong car I SAID: I need a ride for 5! Bild-Quelle: https://www.mytaxi.com
  48. 48. Todays Taxi Customer Journey click Taxi around? Need a Taxi phone call informe & argue where am i? n io s nt es en & sa ow reconsideration se rv ice er ft a wrong car I SAID: I need a ride for 5! tis f n- ac us tio n ag e e e us ar wrong number of g as aw se ea te Landingpage & at click re rch rin pu walk? consideration du ef b re o no Problem smartphone and google cu se Subway or Taxi? number? strange driver ratings wrong way honors loyalty Favorites business card never ever! Bild-Quelle: https://www.mytaxi.com expensive
  49. 49. Value Chain
  50. 50. Value Chain Taxi Driver Taxi Call Center Customer
  51. 51. Value Chain Taxi Driver Customer
  52. 52. Value Chain Artist Publisher Whole Sale Shops Customer
  53. 53. Value Chain Artist Publisher Download Shops Customer
  54. 54. Value Chain Artist Publisher Customer
  55. 55. Value Chain Factory Whole Sale Shop Quelle:http://stevesayswhat.com/2010/11/11/nikeid-and-why-it-is-awesomesauce/ - http://blog.mzee.com/2008/08/25/nike-id-fragen-an-das-nike-id-team/ Customer
  56. 56. Value Chain Factory Customer Quelle:http://stevesayswhat.com/2010/11/11/nikeid-and-why-it-is-awesomesauce/ - http://blog.mzee.com/2008/08/25/nike-id-fragen-an-das-nike-id-team/
  57. 57. Value Chain - B2B2B2C B2B2B2C
  58. 58. Next Steps
  59. 59. Next Steps @casilas 1 Analysis 2 Workshop
  60. 60. Next Steps @casilas 1 Analysis 2 Workshop
  61. 61. Next Steps @casilas 1 Analysis 2 Workshop
  62. 62. Next Steps @casilas @dkd_de 1 Analysis 2 Workshop m.url.tld RWD Web APP native APP
  63. 63. Next Steps @casilas @dkd_de 1 Analysis 2 Workshop m.url.tld RWD Web APP native APP
  64. 64. Next Steps @casilas @dkd_de Thank You

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