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Developing a Progressive    Mobile Strategy   dave olsen, wvu university relations - web                  @dmolsen
slideshare.net/dmolsenwvu
programmer9 years at wvuwvu has 30,000 students
from 30,000 feet and...
...2 years inthe making.
WVU’s Mobile Presence     Aug. 2009   iWVU & m.wvu.edu
WVU’s Mobile Presence            Aug. 2010          wvutoday.wvu.edu
WVU’s Mobile Presence                Mar. 2011             tournaments.wvu.edu
WVU’s Mobile Presence                      Apr. 2011                 studentaffairs.wvu.edu
“We need an app.”      - sincerely, the client
“Why?”   - me
Marketing,       marketing       bullhorn
the cool factor, all the cool kids are doing itsomething that denotes cool
they don’t know why               cricketsor crickets.
Time to educate...       time for some education            classroom
Strategy
that iPhone app you want?
it’s not a mobile strategy...
an iPhone app...       ...a mobile website                   +
again, they’re not a mobile strategy...                  +
these are just some of the options...          standalone      responsive designs          mobile sitesnative apps        ...
There  Here
Progressive Mobile Strategy
Iterate
Be Platform Neutral                Being Platform Neutral        fo rm la tP
It’s about realistically prioritizing mobile solutions for your organization.Then working one-by-one through them.
aProgressive Mobile Strategy        has three parts....
Audience Strategy
Platform Strategy
Progressive Mobile Strategy
Audience Strategy
Traditional Higher Ed Audiences    Prospects          Faculty     Students           Staff     Alumni            Visitors ...
Let’s constrain these audiences basedon what we know about mobile users.Note: not users that are mobile, users that are us...
Google’s Mobile User Groups
Google’s Mobile User Groups      Repetitive Now
Google’s Mobile User Groups      Repetitive Now        Bored Now
Google’s Mobile User Groups      Repetitive Now        Bored Now        Urgent Now
Urgent Now
current student...Urgent Now
I have a meeting. Where’s Allen Hall?I need to call my professor about a late              assignment...           current...
Local Users95% of smartphone users have  searched for local content. from Google’s “The Mobile Movement” report, April 2011
Short Timeframe88% of smartphone users took action  on a search result within a day    from Google’s “The Mobile Movement”...
Making Calls  61% of smartphone users ended upcalling a business based on their search.  Tip: make your phone numbers clic...
Don’t Focus on “On the Go”   30% of smartphone users used the   mobile internet from their couch.       90% used it from h...
Audience Strategy Review
Audience Strategy Review Those with Urgent Needs
Audience Strategy Review Those with Urgent Needs   Local Constituencies
Audience Strategy Review Those with Urgent Needs   Local Constituencies    Short Timeframes
Audience Strategy Review Those with Urgent Needs   Local Constituencies     Short Timeframes Don’t Focus on “On the Go”
Content Delivery is Secondary     to Tangible UtilityMake sure your content is useful, damn it!
Which is better?Content Delivery       or   Tangible Utility         from XKCD, http://xkcd.com/773/
Don’t Convert, CreateLook for new ways to combine content.
Break Out of SilosDon’t follow org charts whendeveloping mobile solutions.
Localization is Intensified Find ways to take advantage of location-   related information & relationships.
Content Strategy Review  Be able to answer, “What value will thetargeted audiences get from this content?”
Platform Strategy
an iPhone app...     ...a mobile website                   vs.
an iPhone app...     ...a mobile website                   vs.
The question is no longer, “Which do we  develop for, native or mobile web?”                 but...
“How do we develop solutions to handle both mobile web & native now as well     as the devices of the future?”
A poor representation of the ideal       platform strategy...          Native Apps                 Standalone sites  Mobil...
A poor representation of the ideal       platform strategy...          Native Apps                 Standalone sites  Mobil...
A poor representation of the ideal       platform strategy...          Native Apps                 Standalone sites  Mobil...
A poor representation of the ideal       platform strategy...          Native Apps                 Standalone sites  Mobil...
A poor representation of the ideal       platform strategy...          Native Apps                 Standalone sites  Mobil...
APIs are the infrastructure for your mobile initiatives...        Create Once, Publish Everywhere
PRT APIUpdate once. Publishes to:  iOS App,   Mobile Website,   Student Portal,    Transportation Website, &     Twitter
A poor representation of the ideal       platform strategy...          Native Apps                 Standalone sites  Mobil...
Mobile Web-Optimized Solutionsresponsive      mobile     standalone  designs     templates    mobile sites
Making the case for mobile web first.
Discovery Discovery
“Not every mobile device will have your app on it but every mobile  device will have a browser.”             - Jason Grigs...
77% of smartphone users use search.   Most visited type of website.   from Google’s “The Mobile Movement” report, April 2011
remember thoseUrgent Now     users?
They’re looking for our already indexed content.
“Links don’t open apps.”      - Jason Grigsby, @grigs
55% of users with an internet-enabledphone use it to check personal email.  from Merkle’s “View from the Digital Inbox” re...
Getting social?
search + links = mobile web first
A poor representation of the ideal       platform strategy...          Native Apps                 Standalone sites  Mobil...
Native appsshould be transformative.
Platform Strategy ReviewStart working on your infrastructure. Now.  There is a lot of content already out   there & users ...
Wrappingit all up...
#1Identify the audience.
#2Identify the content for that audience.
#3Implement platform solutions.
#4Lather, rinse, & repeat.
AudienceOn-campus AdmitsProspects Alumni
Audience     ContentOn-campus   Contact Info Admits        MapProspects   Emergency Alumni      Calendar
Audience     Content       PlatformOn-campus   Contact Info   Mobile Portal Admits        Map         Native Apps         ...
Don’t get stuck  on platform.
Focus on your targeted  audiences & content.
ResourcesBlog & Higher Ed Mobile Directory          dmolsen.com         I’m on Twitter...           @dmolsen
ResourcesHigher Ed Mobile Frameworks       kurogo.org    mollyproject.org     mwf.ucla.edu  www.jasig.org/umobile
Many thanks to Mr. Robertson   for the snazzy device &progressive strategy graphics
Thanks,Priorities by redvers                     Road to Ribblesdale by Luc BSwiss Flag by strupler                    Aud...
The End
Developing a Progressive Mobile Strategy (BDConf Version)
Developing a Progressive Mobile Strategy (BDConf Version)
Developing a Progressive Mobile Strategy (BDConf Version)
Developing a Progressive Mobile Strategy (BDConf Version)
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Developing a Progressive Mobile Strategy (BDConf Version)

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A common refrain from both management and clients alike today is, "We need an app..." Unfortunately, over the long-term, mobile solutions for you or your clients' organizations will need to be more diversified than a single app. From optimizing current web content to developing unique experiences mobile will touch, and possibly transform, your entire enterprise. Not only will your interactions with your customers be affected by the rapid adoption of smartphones but also your workforce and business processes. Combining lessons learned at a large, land-grant university as well as the latest statistics on mobile we'll review why you need a cross-audience, cross-content, and cross-platform mobile strategy, what one is all about, and how it'll help you prioritize your mobile solutions.

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Developing a Progressive Mobile Strategy (BDConf Version)

  1. 1. Developing a Progressive Mobile Strategy dave olsen, wvu university relations - web @dmolsen
  2. 2. slideshare.net/dmolsenwvu
  3. 3. programmer9 years at wvuwvu has 30,000 students
  4. 4. from 30,000 feet and...
  5. 5. ...2 years inthe making.
  6. 6. WVU’s Mobile Presence Aug. 2009 iWVU & m.wvu.edu
  7. 7. WVU’s Mobile Presence Aug. 2010 wvutoday.wvu.edu
  8. 8. WVU’s Mobile Presence Mar. 2011 tournaments.wvu.edu
  9. 9. WVU’s Mobile Presence Apr. 2011 studentaffairs.wvu.edu
  10. 10. “We need an app.” - sincerely, the client
  11. 11. “Why?” - me
  12. 12. Marketing, marketing bullhorn
  13. 13. the cool factor, all the cool kids are doing itsomething that denotes cool
  14. 14. they don’t know why cricketsor crickets.
  15. 15. Time to educate... time for some education classroom
  16. 16. Strategy
  17. 17. that iPhone app you want?
  18. 18. it’s not a mobile strategy...
  19. 19. an iPhone app... ...a mobile website +
  20. 20. again, they’re not a mobile strategy... +
  21. 21. these are just some of the options... standalone responsive designs mobile sitesnative apps mobile templates APIs
  22. 22. There Here
  23. 23. Progressive Mobile Strategy
  24. 24. Iterate
  25. 25. Be Platform Neutral Being Platform Neutral fo rm la tP
  26. 26. It’s about realistically prioritizing mobile solutions for your organization.Then working one-by-one through them.
  27. 27. aProgressive Mobile Strategy has three parts....
  28. 28. Audience Strategy
  29. 29. Platform Strategy
  30. 30. Progressive Mobile Strategy
  31. 31. Audience Strategy
  32. 32. Traditional Higher Ed Audiences Prospects Faculty Students Staff Alumni Visitors Etc.
  33. 33. Let’s constrain these audiences basedon what we know about mobile users.Note: not users that are mobile, users that are using mobile devices.
  34. 34. Google’s Mobile User Groups
  35. 35. Google’s Mobile User Groups Repetitive Now
  36. 36. Google’s Mobile User Groups Repetitive Now Bored Now
  37. 37. Google’s Mobile User Groups Repetitive Now Bored Now Urgent Now
  38. 38. Urgent Now
  39. 39. current student...Urgent Now
  40. 40. I have a meeting. Where’s Allen Hall?I need to call my professor about a late assignment... current student... Urgent Now How do I reset my WiFi password? When does the bus get here?
  41. 41. Local Users95% of smartphone users have searched for local content. from Google’s “The Mobile Movement” report, April 2011
  42. 42. Short Timeframe88% of smartphone users took action on a search result within a day from Google’s “The Mobile Movement” report, April 2011
  43. 43. Making Calls 61% of smartphone users ended upcalling a business based on their search. Tip: make your phone numbers clickable with tel: from Google’s “The Mobile Movement” report, April 2011
  44. 44. Don’t Focus on “On the Go” 30% of smartphone users used the mobile internet from their couch. 90% used it from home. from Google’s “The Mobile Movement” report, April 2011
  45. 45. Audience Strategy Review
  46. 46. Audience Strategy Review Those with Urgent Needs
  47. 47. Audience Strategy Review Those with Urgent Needs Local Constituencies
  48. 48. Audience Strategy Review Those with Urgent Needs Local Constituencies Short Timeframes
  49. 49. Audience Strategy Review Those with Urgent Needs Local Constituencies Short Timeframes Don’t Focus on “On the Go”
  50. 50. Content Delivery is Secondary to Tangible UtilityMake sure your content is useful, damn it!
  51. 51. Which is better?Content Delivery or Tangible Utility from XKCD, http://xkcd.com/773/
  52. 52. Don’t Convert, CreateLook for new ways to combine content.
  53. 53. Break Out of SilosDon’t follow org charts whendeveloping mobile solutions.
  54. 54. Localization is Intensified Find ways to take advantage of location- related information & relationships.
  55. 55. Content Strategy Review Be able to answer, “What value will thetargeted audiences get from this content?”
  56. 56. Platform Strategy
  57. 57. an iPhone app... ...a mobile website vs.
  58. 58. an iPhone app... ...a mobile website vs.
  59. 59. The question is no longer, “Which do we develop for, native or mobile web?” but...
  60. 60. “How do we develop solutions to handle both mobile web & native now as well as the devices of the future?”
  61. 61. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Responsive Designs APIs
  62. 62. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Responsive Designs APIs
  63. 63. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Responsive Designs APIs
  64. 64. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Responsive Designs APIs
  65. 65. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Responsive Designs APIs
  66. 66. APIs are the infrastructure for your mobile initiatives... Create Once, Publish Everywhere
  67. 67. PRT APIUpdate once. Publishes to: iOS App, Mobile Website, Student Portal, Transportation Website, & Twitter
  68. 68. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Responsive Designs APIs
  69. 69. Mobile Web-Optimized Solutionsresponsive mobile standalone designs templates mobile sites
  70. 70. Making the case for mobile web first.
  71. 71. Discovery Discovery
  72. 72. “Not every mobile device will have your app on it but every mobile device will have a browser.” - Jason Grigsby, @grigs
  73. 73. 77% of smartphone users use search. Most visited type of website. from Google’s “The Mobile Movement” report, April 2011
  74. 74. remember thoseUrgent Now users?
  75. 75. They’re looking for our already indexed content.
  76. 76. “Links don’t open apps.” - Jason Grigsby, @grigs
  77. 77. 55% of users with an internet-enabledphone use it to check personal email. from Merkle’s “View from the Digital Inbox” report, January 2011
  78. 78. Getting social?
  79. 79. search + links = mobile web first
  80. 80. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Responsive Designs APIs
  81. 81. Native appsshould be transformative.
  82. 82. Platform Strategy ReviewStart working on your infrastructure. Now. There is a lot of content already out there & users expect access to it. There isn’t one mobile solution for your organization or client.
  83. 83. Wrappingit all up...
  84. 84. #1Identify the audience.
  85. 85. #2Identify the content for that audience.
  86. 86. #3Implement platform solutions.
  87. 87. #4Lather, rinse, & repeat.
  88. 88. AudienceOn-campus AdmitsProspects Alumni
  89. 89. Audience ContentOn-campus Contact Info Admits MapProspects Emergency Alumni Calendar
  90. 90. Audience Content PlatformOn-campus Contact Info Mobile Portal Admits Map Native Apps ResponsiveProspects Emergency Design Alumni Calendar
  91. 91. Don’t get stuck on platform.
  92. 92. Focus on your targeted audiences & content.
  93. 93. ResourcesBlog & Higher Ed Mobile Directory dmolsen.com I’m on Twitter... @dmolsen
  94. 94. ResourcesHigher Ed Mobile Frameworks kurogo.org mollyproject.org mwf.ucla.edu www.jasig.org/umobile
  95. 95. Many thanks to Mr. Robertson for the snazzy device &progressive strategy graphics
  96. 96. Thanks,Priorities by redvers Road to Ribblesdale by Luc BSwiss Flag by strupler Audience by batmooLego Discovery by dunechaser Drupalcon by Mike GiffordGrasshopper by trekman Highway Lights by Spreng BenGuitarist by postlife1976 Tunnel by ÉoleBullhorn by aisipos Christmas Present by kevindooleyGirl on Stoop by ollipitkanen Clouds by Francisco MartinsStudent Recording Video by U. of Denver Calendars by Duane MendozaStudent in Classroom by Bill Erickson Bananas by sisMud by neilspicys Target by ???Flickr by dsevilla
  97. 97. The End

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