1. The Mobile Shift
James Burnes
CEO & Founder
james.burnes@mobiltopia.com
(317) 426-0865

2. Today’s Goals
• Discuss current data on consumer
behavior and penetration of mobile
devices
• Key concepts behind businesses
leveraging mobile to drive incremental
revenue
• Steps to build a mobile strategy for your
business

3. Mobile 101Mobile 101

4. “smart phone” “standard phone”

5. Web sites that work here. Don’t usually work here.

6. New, proprietary ‘app stores’ are evolving to provide consumers with
custom software for individual mobile device operating systems.

7. Apps Sites

8. SMS
Short message
service aka
“Texting”
Text now:
“mobiltopia”
to 50500

9. Introduction of
Smartphones
Milestones in MobileMilestones in Mobile
WebWeb
3G Networks
debut
iPhone Debuts
iTunes App
Store Debuts
1999 2005 2007 2009
Internet on cell phones
begin to see limited use,
primarily for email
Web browsing begins to
emerge as speeds improve.
Still primarily used for
business applications, email.
Mobile Internet shifts from
business professionals to
housewives, teens and casual
adult consumers
2G Introduced
2001
2010 begins with 1 in 3
US mobile phone users
surfing the Internet on
mobile devices
2003
Google Droid,
4G Begin

10. Broadband Internet for mobileBroadband Internet for mobile
devices has created andevices has created an alwaysalways
on, everywhere connectedon, everywhere connected
culture.culture.

11. ““The rate of internal changeThe rate of internal change
must be greater than the ratemust be greater than the rate
of external change, or theof external change, or the
company will fall behind”company will fall behind”
- Jack Welch- Jack Welch

12. We’re in An Age WhereWe’re in An Age Where
Businesses Can Be Run From ABusinesses Can Be Run From A
Phone!Phone!

13. 1999 2005 2007 20092001 2003 2011 2013
Broadband Speeds AreBroadband Speeds Are
Increasing As New TechnologyIncreasing As New Technology
Feeds Consumer DemandFeeds Consumer Demand
1G
3G
2G
4G

14. Mobile Broadband Use WillMobile Broadband Use Will
Exceed Fixed Broadband in 2010Exceed Fixed Broadband in 2010
GloballyGlobally
2006 2008 2010 2012
Mobile Broadband
Subscriptions
Fixed Broadband
Subscriptions
Source: Ovum, Strategy Analytics, Ericsson

15. 1999 2005 2007 20092001 2003 2011
More Than Half of All PhoneMore Than Half of All Phone
Sold Will Be “Smart” By 2011Sold Will Be “Smart” By 2011
33%
51%

16. Web sites that work here. But don’t work here
= Dissatisfied customers= Dissatisfied customers

17. The 4 Hurdles ‘Regular’ SitesThe 4 Hurdles ‘Regular’ Sites
Fail To Cross On MobileFail To Cross On Mobile
DevicesDevices
• Small screens, often less than ¼
the resolution
• Awkward input for navigation
without a mouse
• Long download times
• Design UI that doesn’t reflect how
consumers browse on mobile
devices
*IndyStar.com Is used as an example. Mobiltopia is not responsible for their site development.

18. Smart phones are becomingSmart phones are becoming
an essential consumer toolan essential consumer tool
• 68% Look up shopping info about an
item to purchase online
• 68% find address and store hours of
preferred store
• 45% Look at third party or consumer
reviews of product during the purchase
process
• 43% Look for retailer or product
coupons
• 36% Check price of product while in
store to determine ‘good deal’
Source: Compete Smartphone Intelligence Survey, Q3 2009

19. 4545% of smartphone users who tried to make a purchase
online but where unable to do so because the site
would not load or work on their phone.
Source: Compete Smartphone Intelligence Survey, Q3 2009

20. 3838% of smartphone users who tried to make a purchase
online but abandoned the process because site was
not optimized specifically for their device.
Source: Compete Smartphone Intelligence Survey, Q3 2009

21. 3737% of smartphone users have made a purchase directly
with their phone in the past 6 months.
Source: Compete Smartphone Intelligence Survey, Q3 2009

22. *IndyStar.com Is used as an example. Mobiltopia is not responsible for their site development.

23. *IndyStar.com Is used as an example. Mobiltopia is not responsible for their site development.

24. How Customers Are Turning
to their phones for information

25. To search for answers

26. To find options…

27. To check mail

28. To get reviews from others…

29. To share their experiences…

30. To make purchasing decisions…

31. To get directions

32. To connect with others

33. To research, before entering

34. To discounts & coupons

35. To report and notify…

36. Creating a mobileCreating a mobile
strategystrategy

37. Who is our audience?Who is our audience?
#1

38. What do they need to do:What do they need to do:
mobile versus desktop?mobile versus desktop?
#2

39. What is the expectedWhat is the expected
ROI?ROI?
#3

40. mobile site or custommobile site or custom
app?app?
#4

41. A few highlightsA few highlights
 Rich media and interactive
elements
 Accessing proprietary data or
content
 Location based
 Password protection required
 Targeting early-adopters or
tech-savvy crowd
 E-Commerce (fast
transactions)
 Video or ‘streamed’ data
 Limited or no changes to
design or structure
 Basic content (copy and
images only)
 Simple database searches
 Reach all users
 E-Commerce (slower
transactions)
 Frequent changes/updates to
design or structure
 Ability to scale to more content
or features
 Low cost of entry
 Quick, guaranteed launch

42. Development Cost: $5-100k $1.5-15k
Hosting Cost: N/A $60-$150/mo
Maintenance Cost: Varies. Typically minimum of 10% of
original cost for any change. For
‘upgrades’ or feature enhancements,
costs can quickly exceed 25% of original
cost.
Varies. Simple content changes
may cost less than $100,
complex changes or upgrades
vary per requirement.
Platforms: Each platform requires new version of
app to be created.
Mobile site works on all
platforms.
Time to create: 2-12 months 5-15 business days
Marketing cost: Varies per project. No additional investment
required.
How Much Should I Expect ToHow Much Should I Expect To
Invest To Leverage Mobile?Invest To Leverage Mobile?

43. Internally or externallyInternally or externally
support?support?
#5

44. Proprietary or third-partyProprietary or third-party
presence?presence?
#6

45. Any questions?Any questions?

46. Let’s finish with an
opportunities audit

47. Let’s Take The MobileLet’s Take The Mobile
5 Opportunities Audit5 Opportunities Audit
 How might your customers use mobile devices
to interact with your business?
 How could your employees, when off-site, be
more productive and connected?
 What business data would you like accessible
anytime, anywhere by you or your staff?
 What are three different functions mobile could
change the way you conduct business?
 How could immediate access to information
about your products or services affect the
buying behaviour of your customers?

48. Let’s have someLet’s have some
Q&AQ&A

49. Thank you!