Mobile Monday Dallas presentation Feb 11, 2008

1. Mobile Opportunity:
Solve Usability Issues for Cash!
Candy Bernhardt

2. Mobile Opportunity: Why Now?
Users Handsets Operators Platforms
3 Billion Newer models Networks Services
connections with more evolving from maturing. More
worldwide features, thinner analog to extensible OS
form factor, and digital to opportunities.
92% Americans longer battery broadband
with mobile by life Readily
2009 (all age More and available
groups!) More available more features mobile
than a PC sought for software and
differentiation web services
Projected that
mobile search
to rival PC

3. Mobile Context of These Slides

4. What we’re talking about, Willis!
5 Tips for mobile success
Some examples
“Different Strokes for
Resources for more info Different Folks around
the world!”

5. Mobile Opportunity Tip #1:
Focus on User Needs First

6. Mobile Users
Some play
games They
Text Some want
They portable TV
Some use it for Think
mobile web Some mobiles
are not phones
Some use their Some are
phones for music They gadget freaks
Speak
Some set up
mobile alerts Some prefer
camera phones
You ARE one!
Some use it for
work email People use it to Some prefer
communicate flip phones
Some use it
for safety

7. Mobile is the Who,
What, When, & Where
It knows when you’ve
been bad or good.
It knows when you’re awake! Mobile is EVERYWHERE!
Mobile is personally
significant – and at times a
statement of identity.

8. “The good news is that about 35%‐40%
of mobile phone users are willing
to pay extra for additional
features beyond voice and SMS.
Now: Principal of
They split into three different market Rubicon
segments, each about 12% of Consulting
the population, with very Former:
different needs and demographics.” ‐ Chief Competitive Officer and VP
of Product Planning at Palm
‐ Mobile Opportunity Blog Oct 2005
‐ VP of Strategic Marketing at
PalmSource
‐ Director of Mac Platform
Marketing at Apple
and served in a lot of other roles.

9. Communication Enthusiasts
• Extroverts
• Often in Sales or Biz Dev
• Warm & Enthusiastic
$$ Opportunity
Advanced features to help them
Think: Real Estate Agent
communicate better, like:
Email
IM
Video Calls
VOIP features
- Mobile Opportunity Blog Oct 2005 More ideas…?

10. Information Enthusiasts
• More Introverted
• In Information–heavy
jobs
$$ Opportunity
Think: Doctors, Lawyers, Data Needs specialized tools to manage
Geeks or Research
all that info, like:
Aspects of patient/client records
List of symptoms, drugs or
statutes
- Mobile Opportunity Blog Oct 2005 Remote access to servers and DB

11. Entertainment Enthusiasts
• Usually Younger Crowd
• Wants to Keep it Fun
• Expects the cheaper route
$$ Opportunity
Willing to pay for enhanced
Think: Gamers, Music Lovers or entertainment, like:
TV, Movie, or Sports Buffs Music
Games
Video
- Mobile Opportunity Blog Oct 2005 Fun Messaging

12. Let’s summarize mobile
needs into 3 groups
Even with a daily borage of images, facts and stories, we still want to
retain, tell others about or seek out something.

13. But Why Just Those Three?
Okay… and sometimes, you’re just bored!
For today, we’ll ignore
“Amuse Me”

14. Mobile Opportunity Tip #2:
Solve a Need or Problem

15. Do you know someone like this?
“I used to wish that my PC was as
easy as my phone…
Now, I’ve gotten my wish!
I can’t figure out how to use my
phone either!”

16. Look for complaints before ideas.
Like Kathy says, Find the “Canyon of Pain”
(Kathy Sierra: headrush.typepad.com) 16

17. Bigweld makes it simple…
“See a Need. Fill a Need!” (from Robots, the movie)
17

18. Who has needs?
People Groups
Me, You, Your Boss, Family, Departments, Organizations,
Friends, Moms, Teens, Companies, Affiliations,
Professionals, Bums, etc. Industries, Government, etc.
Things Need Improvements
Interfaces, Software, Processes, Platforms, Phones, PDAs,
Browsers, Apps, Mobile Web, Cars, Lives!
18

19. $$ Opportunity
A need or desire that isn’t being
Opportunity… filled well now.
Value in how you fill a gap
Pointless Extend Clever Service
Utility Access Workaround Niche
only my mom like a mobile Elegant hack or skin like YouTube or
would buy it email or utility like Mobile Shell Twitter
19

20. “Pointless Utility”
Think “Hello World!”
It’s subjective.
Someone’s trash is
another person’s
treasure. A basic app for an OS
that does it better.
It doesn’t always
have to have a
point! Sometimes Who cares?
people just want to It’s fun for me!
have fun or personalize!

21. Mobile Access vs Something Better
Um, I already have text Twitter & Facebook are scalable
message! services for mobile interaction
via web, text message, and apps.
Mobile email & IM just
extend the
desktop model

22. Clever Workaround
“I want a more intuitive interface.”
Mobile Windows Mobile Shell (Skin by Spb)

23. Service Replacement
Traditional Radio Radiotime.com
Local Only Worldwide
Limited Choices Limitless genres
No posted guide Has a guide
Based on Hardware Based on internet access
Go to RadioTime.com from your mobile

24. Imagine… Voice as the new Killer App!
Voice XML

25. $$ Opportunity
The ability to serve a need
Usability Success or desire well.
Makes me think
= Normal Hassle
Makes me concentrate and Ease = Kick Ass!
have to ask someone else (You’re stupid if
you don’t use it)
= I hate you!
25

26. Good News! … Everyone’s a Critic ☺
You don’t need extensive research to
have an opinion.
Big companies try to care, but caring = $$$ and
“Long Tail”
fear of funding the
niches
compare a task
To get inspired,
that’s easy at a desk, but
difficult “on the go” (aka
anywhere else or mobile).
26

27. Mobile Opportunity Tip #3:
Keep Your Expectations Realistic

28. What Drives Your Project “How”?
Goal‐Based
Willing to learn
and research.
Feature‐Based
Focusing on a gap, improvement
or “one‐up” solution. Talent‐Based
Furthering Skills on
Existing Technology.

29. Complexity of Frameworks
• (the usual suspects): Windows, Flash, Java,
AND unique mobile SDKs, Blackberry,
Symbian, Palm, iPhone, Android, etc.
• Mobile Web Apps – html and some CSS
support
• Developing for a cross‐platform ‐ Troll Tech,
Netbiscuits, etc.
Basically, start with what you
are comfortable with first.

30. About OS‐specific Mobile Apps
PROS CONS
• More control over UI • Limited to smartphone users,
• Internet not required which are on an uptick, but
• Can use some amount still the minority
of scripting and • Testing and support can be a
advanced features pain because phone specs can
(depending on the differ by wireless service
features allowed by OS Best for offering advanced features
and wireless provider) that can operate without an
internet connection, but can sync
when a connection returns.

31. About Cross‐Platform Mobile Apps
PROS CONS
• More control over UI • Dependent on Cross‐
• Internet not required Platform iterations and
• More device coverage adoption
with a single app • Testing and support can be a
• May use scripting and pain because phone specs
advanced features, can differ by wireless service
depending on platform Best for offering advanced features
that can operate without an
internet connection, but can sync
when a connection returns.

32. About Mobile Web
PROS CONS
• Scalable web practices • Dependent on an
• Not limited to phones, internet connection
can include PSPs, Wii, • UI rendering is based
Xbox, and any device on phone/device specs
with a connection! • Not all devices support
scripting
Best for offering a seamless
extension to a desktop experience
and for focusing on core messages,
like location and services available.

33. About Mobile Messaging
• It’s a delivery
system
• Very available
• Can include text,
pictures, video,
and/or audio
• Short codes are Best as an extension to a service or
expensive submission mechanism.

34. Don’t go nuts on the “How”!
Mobile is splintered and
complicated… that’s what
makes it an opportunity.
Give yourself a break. Start small. Focus on getting
really good at one thing at a time.

35. Be like the Waterboy…
“You can DEW eet! …. You can
DO IT all night LONG!!”
BarCamp.org
35

36. Bright Side
Every level has a
Who can fill needs?
learning curve and
various degrees of
experience!
Major Differences?
Only the money and time
36
willing to invest in it!

37. Opportunity involves risk
Yeah, sure… It’s a gamble
Why not?
Developers love this stuff
anyway. Try, try again!

38. Let’s Get Real
Example Roadmap:
1. Address someone else’s ”I hate
you” experience with an
“Extended access” to something
else and expect that only your
mom would buy it.
2. Refine it. Learn more. Go to Bar
Camps and create a Clever
Workaround that is worth $$$.
3. Refine it. Repurpose it. Get a
Garage Band together. Make it
KickAss and sell to Google for
$$$$$$$!

39. Mobile Opportunity Tip #4:
Measure & Respond to How It’s Used

40. Never stop listening for feedback!
Where to connect:
• Concept Testing
• Beta Testing
• Post‐Launch
Most Importantly, DO something about it!
If you find yourself saying “I know, I know…” than
you really are not listening!

41. Notes for Gathering Feedback
• Build strong relationships with customers and
end users
• Get initial feedback, but also check back in
later for stickiness and learning curve
• If you can, trigger for feedback while in service
• Use mostly quick 1‐2 min surveys
• Track where you can
• Expect complaints and recommendations
• Users can be in any part of the world!

42. Mobile Web Analytics
Accuracast reports that google analytics for mobile is currently flawed.

45. Mobile Opportunity Tip #5:
Make Some Money. Why Not?

46. Once it’s built what can I do?
For a downloadable application… List on Handango
and get distribution with a checkout solution
If it’s a web site… Submit your site to mobile
search and ad services, like Jumptap, bango,
and others.
If it’s an iPhone app… Use Apple’s directory or
list on other aggregators, like Blue Flavor

47. If it’s a Flash app…

48. Mobile Tip Recap
#1 Focus on User Needs First
#2 Solve a Need or Problem
#3 Keep Expectations Realistic
#4 Measure & Respond to How it’s Used
#5 Make Some Money

49. Cool Examples
Some of my Favorites

50. Mobile Payment examples
• Papa johns pizza
• Progressive Insurance
• Handango InHand
• Paypal

51. Not enough use of GPS
• Google maps
Track me, Please!?

52. Social / Fun / Shopping

53. Something for the Geek side of life

54. Resources:
‐Mobile agency of record.com (Carlson Mobile Marketing)
‐Mobile Media and Applications from Concept to Cash Book
‐LittleSpringsDesign.com
‐ dev.mobi
‐http://www.oreillynet.com/wireless/ (wireless dev center)
‐Developer.Handango.com, blog.handango.com,
wiki.handango.com
‐Bango Forum
-http://www.ihollywoodwebinars.com/
Reach me at cbernhardt
@handango.com