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The Rise of the Mobile Web - #ESMBoston Tim Hayden 10-17-2011

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This is the deck I presented at the Awareness Exploring Social Media Business Summit in Boston on October 17, 2011. Big thanks to the Jason Falls and the folks at Awareness!

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The Rise of the Mobile Web - #ESMBoston Tim Hayden 10-17-2011

  1. 1. The  Rise  of  the  Mobile  Web     @TheTimHayden     October  17,  2011  Ÿ  #ESMBoston    
  2. 2. Mobile Experience Solutions: Technology + Strategy
  3. 3. Source:  IDC   Mobile Experience Solutions: Technology + Strategy
  4. 4. Mobile Experience Solutions: Technology + Strategy
  5. 5. 16%   23%   Handheld   Tablet   Notebook   Desktop   18%  43%   4MM+  clicks  Jun-­‐Aug  2011  –  44Doors  Capture   Mobile Experience Solutions: Technology + Strategy
  6. 6. -­‐      2%,  Symbian   -­‐      2%,  Palm   -­‐      6%,  MicrosoU   -­‐  22%,  RIM   -­‐  42%,  Google   27%,    Apple  Google  ñ  6pts  |  RIM  ò  5pts  |  Apple  ñ  1pt  vs.  year  ago!     source:  comScore  MobiLens,  3  months  ending  July  2011  
  7. 7. ¡ NFC:  Near-­‐Field   Communications  ¡ DOH:  Digital  Out-­‐of-­‐Home  ¡ Augmented  Reality  ¡ Microsoft!   Mobile Experience Solutions: Technology + Strategy
  8. 8. Mobile Experience Solutions: Technology + Strategy
  9. 9.    
  10. 10. Sent  from  my  shiny  new  iPhone,   please  excuse   typos   Mobile Experience Solutions: Technology + Strategy
  11. 11. Mobile Experience Solutions: Technology + Strategy
  12. 12. Mobile  traffic  most  oUen  originates  from  a  search  engine,  whereby  locaZon  +  keywords  tell  you  where  they  are  and  what  they  are  looking  for,  and  you  must  respect  your  obligaZon  to  deliver  to  them  more  relevant  content.    
  13. 13. Location  Device   Time/ Type   Context   Date   Language  
  14. 14. Mobile  Friendly/Ready  •  Mobile  Friendly   •  Condensed  Content  (4-­‐10X  reduction  of  desktop  site)   •  Navigation  limited  to  2-­‐3  actions  beyond  landing  page   •  Quick  Load  Time  (you  have  <30  seconds!)  •  Mobile  Ready   •  Responsive  Design   •  Data  feed  (API  –  location,  device,  A-­‐B  testing,  time/date)   with  CRM/profiling  platform   •  Cross-­‐platform  tested!      AVOID  THE  BAD  CUSTOMER  EXPERIENCE!  
  15. 15. Mobile Experience Solutions: Technology + Strategy
  16. 16. Facebook   Twitter   Email   CRM   Coupons   Mobile  Commerce   Mobile Experience Solutions: Technology + Strategy
  17. 17. 1,000,000  Clicks,  Scans  and  Texts  • QR  Code  Scan          35%  • SMS  Text              40%  • URL  (browser)          25%  • Unique  QR  code/URL    11%  • IP  Address              98%  • GPS  shared            60%  
  18. 18. ¡  Keep  back-­‐and-­‐forth  (send/receive)  of  texts   to  a  maximum  of  3-­‐4  TOTAL  actions  ¡  Upon  second  action,  consider  delivering  rich   media  MMS  (video,  coupon,  “call  to  action”   content)  ¡  Explore  vendors  that  provide  real  10-­‐digit   phone  addresses  as  well  as  short  codes  ¡  Better  used  at  events  and  in  direct  mail,   rather  than  in-­‐store  (where  time  may  be  a   challenging  factor)   Mobile Experience Solutions: Technology + Strategy
  19. 19. ¡  “Mobile  CompuZng”  will  change  everything  ¡  Brevity  rules  the  moment,  in  terms  of  connecZon   +  copy  +  call-­‐to-­‐acZon  ¡  Capitalize  on  natural,  current  behavior  ¡  Be  pragmaZc  device  capabiliZes  ¡  Offer  mulZple  channels  from  offline  to  online   (QR  Codes,  URLs,  SMS)  ¡  Relevancy  improves  immediate  conversion,  AND   creates  WOM  (Word-­‐of-­‐Mouth)  
  20. 20.     Mobile Experience Solutions: Technology + Strategy            Zm@44Doors.com    @TheTimHayden      

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