Mobile contextLaurence Veale21 June 2012
once the core of our business• desktop web pic
Print, recording, radio, cinema, TV, internet...mobile The 7th mass media
Mobile has      radicallychanged quite  a few things.
This stuff is important                          “At a time when Americans                          increasingly pay bills...
Web based email access   Mobile email access       -7%                   +36%
For the first time ever smartphones haveoutsold PC’s100.9 million units vs 92 million units       http://www.readwriteweb....
By 2015, more internet users willaccess the Internet through mobiledevices than through PCs or otherwireline devicesIDC   ...
PayPal mobile payment transaction volume hasdramatically increased$25 million in ‘08$141 million in ‘09$750 million 2010/2...
43%                              adoptionOur Mobile Planet; Ireland, understanding the mobile consumer, May 2012, commissi...
59%adults own a smartphone  How ‘Appy are the Irish? Amárach Research & Fleishmann-Hillard, May 2012
Irish household smartphoneownership up to 71% by theend of the 2012?RedC
Major Irish utility company20 fold (2,044%) increase in mobile traffic
Mobile used to mean...
Smartphones used everywhere      Our Mobile Planet; Ireland, understanding the mobile consumer, May 2012, commissioned by ...
89% ofsmartphone userslook for localinformation ontheir phone and90% take actionas a resultMaking a purchase or contacting...
now it can mean thisPhoto by astrycula: http://www.flickr.com/photos/catsplay/3348486694/
59% use mobile while watching TV        Our Mobile Planet; Ireland, understanding the mobile consumer, May 2012, commissio...
...so have you ever tried to access thecompany’s website on your phone?user interview on a recent iQ project.I was sitting...
When do visitors access our mobile site?           Peak access to mobile site after 7pm                  = it’s not commut...
Up and to the right
‘Going mobile’ is probably   no longer a choice
What can a smartphone do?• Multi-touch sensors                                  • Video & image: capture/input from a came...
Response
Mobile-to-Web / the disjoin.
Web that looks like an app?
CNET’s approach / app or not?      We simplified the layout of our mobile site      and made its navigation familiar to an...
CNET / it kind of is an app.
Facebook / App
Facebook / mobile web
Oversimplifed user needs - guess the top tap?
CitiDirect BE Mobile              CitiDirect BE(SM) Mobile recently              reached a significant milestone,         ...
What mobile is not... On the go Less
Fresh approach to mobile (& everything else) Losing 80% of your screen space forces you to focus. You need to make sure th...
Resources• http://globalmoxie.com/jhc/prez/mobile-  context-myth-fowd.pdf• http://www.thinkwithgoogle.com/insights/lib  ra...
Who to follow• @grigs• @ppk• @brad_frost• @stephanierieger• @globalmoxie• @adactio
Thank you!laurence.veale@iqcontent.com
Mobile Strategy: Mobile Context
Mobile Strategy: Mobile Context
Mobile Strategy: Mobile Context
Mobile Strategy: Mobile Context
Mobile Strategy: Mobile Context
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Mobile Strategy: Mobile Context

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In this presentation, the first in a series of 3 with @laurenceveale and @randallsnare, discover the when, what and where of mobile. Find out about the proliferation and predicted growth of mobile devices, global mobile trends and just how people actually engage with their mobile phones. Understanding the context of mobile is the first step in creating a mobile strategy.

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  • For the past 10 years now our business focus has been the traditional web. And as we ’ re getting to grips with the intricacies of the web, mobile comes along and there ’ s this massive confusion of what it means, what we do and how we do it.
  • Print, recordings, radio, cinema, TV, internet...mobile
  • Very much stating the bleeding obvious here, whether it ’ s music, movies, photography - the usual suspects. But does it or will it affect our industry?
  • Yes it ’ s important so much so that President Obama put his name to it back in May.
  • Last year Google gmail web based email was down by 7% but there was an increase of 36% in mobile email access. From the most basic to the most sophisticated there is growth
  • Exploding from the device side The combined installed base of smartphones and browser-equipped enhanced phones will surpass 1.82 billion units by 2013, eclipsing the total of 1.78 billion PCs by then.
  • Exploding from the device side The combined installed base of smartphones and browser-equipped enhanced phones will surpass 1.82 billion units by 2013, eclipsing the total of 1.78 billion PCs by then.
  • People are transacting more via mobile - they are currently doing 6 million a day in transactions
  • So these are all big numbers - and they can be used to scare or convince. But to me they ’ re not concrete or local enough for you guys.
  • So what does adoption mean, well you guys are probably seeing this kind of stuff. Google Analytics shows the dramatic 20 fold (2044%) increase in mobile traffic to a major Irish utility company from January 2010 to March 2011. Internal estimates suggest mobile could account of 20% of all website traffic by the end of 2011.
  • public space, on the go short attention span short bursts distractions
  • 1in 3 mobile searches is local After looking up a local business on their smart phone, 61% of users called the business and 59%visited.
  • Smartphone users have a high incidence of search, video viewing, and local information seeking.
  • so what are the challenges
  • We tend to oversimplify mobile needs to really simple use cases. Maybe this stems from this view of an on-the-go user. People wouldn ’ t want that on their mobile.
  • Confusion over what we ’ re doing, how can we expect our users to know what ’ s what?
  • We knew the context of use - exactly who the users were and exactly what they would use them for. You may not have the luxury.
  • Our assumptions that people need directions as if they ’ re using phone as a compass or map are flawed. The screen may be smaller, but our customers ’ expectations are not. Indeed the phones can do a lot more than their desktop counterpart - location, camera,
  • So we ’ re not designing for mobiles, we ’ re designing for people who use mobiles amongst other things
  • Mobile Strategy: Mobile Context

    1. 1. Mobile contextLaurence Veale21 June 2012
    2. 2. once the core of our business• desktop web pic
    3. 3. Print, recording, radio, cinema, TV, internet...mobile The 7th mass media
    4. 4. Mobile has radicallychanged quite a few things.
    5. 5. This stuff is important “At a time when Americans increasingly pay bills and buy tickets on mobile devices, Government services often are not optimized for smartphones or tablets, assuming the services are even available online.” Barack Obama, May 2012
    6. 6. Web based email access Mobile email access -7% +36%
    7. 7. For the first time ever smartphones haveoutsold PC’s100.9 million units vs 92 million units http://www.readwriteweb.com/archives/smartphones_outsell_pcs.php
    8. 8. By 2015, more internet users willaccess the Internet through mobiledevices than through PCs or otherwireline devicesIDC http://www.idc.com/getdoc.jsp?containerId=prUS23028711
    9. 9. PayPal mobile payment transaction volume hasdramatically increased$25 million in ‘08$141 million in ‘09$750 million 2010/2011$7.5 billion by 2013 http://www.mobilecommercedaily.com/2011/03/22/paypal-mobile-transactions-exceed-6m-per-day-ctia-keynote
    10. 10. 43% adoptionOur Mobile Planet; Ireland, understanding the mobile consumer, May 2012, commissioned by Google
    11. 11. 59%adults own a smartphone How ‘Appy are the Irish? Amárach Research & Fleishmann-Hillard, May 2012
    12. 12. Irish household smartphoneownership up to 71% by theend of the 2012?RedC
    13. 13. Major Irish utility company20 fold (2,044%) increase in mobile traffic
    14. 14. Mobile used to mean...
    15. 15. Smartphones used everywhere Our Mobile Planet; Ireland, understanding the mobile consumer, May 2012, commissioned by Google
    16. 16. 89% ofsmartphone userslook for localinformation ontheir phone and90% take actionas a resultMaking a purchase or contacting the business
    17. 17. now it can mean thisPhoto by astrycula: http://www.flickr.com/photos/catsplay/3348486694/
    18. 18. 59% use mobile while watching TV Our Mobile Planet; Ireland, understanding the mobile consumer, May 2012, commissioned by Google
    19. 19. ...so have you ever tried to access thecompany’s website on your phone?user interview on a recent iQ project.I was sitting on my couch watching TV.My computer was down the hallway. Icouldn’t be arsed getting up so I tried toget my bill on my phone. He couldn’t.
    20. 20. When do visitors access our mobile site? Peak access to mobile site after 7pm = it’s not commuters
    21. 21. Up and to the right
    22. 22. ‘Going mobile’ is probably no longer a choice
    23. 23. What can a smartphone do?• Multi-touch sensors • Video & image: capture/input from a camera• Location detection • Dual cameras: front and back• Device positioning & motion: from an accelerometer • Device connections: through Bluetooth between devices• Orientation: direction from a digital compass • Proximity: device closeness to physical objects• Gyroscope: 360 Degrees of motion • Ambient Light: light/dark environment awareness• Audio: input from a microphone; output to speaker • NFC: Near Field Communications through RFID readers It’s almost always with us
    24. 24. Response
    25. 25. Mobile-to-Web / the disjoin.
    26. 26. Web that looks like an app?
    27. 27. CNET’s approach / app or not? We simplified the layout of our mobile site and made its navigation familiar to anyone who uses Facebook, Path, or any other common mobile app…. Just because m.cnet.com looks like an app doesnt mean that is an app, though. Huh?
    28. 28. CNET / it kind of is an app.
    29. 29. Facebook / App
    30. 30. Facebook / mobile web
    31. 31. Oversimplifed user needs - guess the top tap?
    32. 32. CitiDirect BE Mobile CitiDirect BE(SM) Mobile recently reached a significant milestone, processing over $1 billion in total transaction value in its first six months of operations.
    33. 33. What mobile is not... On the go Less
    34. 34. Fresh approach to mobile (& everything else) Losing 80% of your screen space forces you to focus. You need to make sure that what stays on the screen is the most important set of features for your customers and your business. There simply isn’t room for any interface debris or content of questionable value. You need to know what matters most.
    35. 35. Resources• http://globalmoxie.com/jhc/prez/mobile- context-myth-fowd.pdf• http://www.thinkwithgoogle.com/insights/lib rary/studies/our-mobile-planet-Ireland/• http://wtfmobileweb.com/
    36. 36. Who to follow• @grigs• @ppk• @brad_frost• @stephanierieger• @globalmoxie• @adactio
    37. 37. Thank you!laurence.veale@iqcontent.com

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