More Related Content Similar to JUMP13 Whitepapers Live: Mobile Innovation (20) JUMP13 Whitepapers Live: Mobile Innovation1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Whitepapers Live
#FoM13 #Jump13
Mobile innovation: delivering unique and engaging mobile
experiences
Strategic Marketing, Adobe EMEA
Jamie Brighton
2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2
Lots of stats but which are the important ones?
3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
New interaction channels are changing how consumers engage
3
Research
product
online
Receive mobile
ad for product
Search online
for product
Join Facebook
community for
product
Research
accessories
for product
Buy accessories
in store
Receive
product
updates
See TV ad
for product
Buy
product
online
Visit store
for help
Visit store to get
help with
product
View video for
newer product
Receive
promo for
product
4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Camera
What is unique about the mobile channel?
4
Device
type
SensorsOperating
system
Connection
speed
Location
5. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Offline DataPreferences Time Behaviour Social Graph
What is unique about the mobile channel?
5
6. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Survey: describe your organisation’s approach to mobile marketing
Source: Guardian Media Network/Adobe Survey 2013
7. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile is not a silo
§ If mobile is handled by a
separate team, often the data
and KPIs are separate
§ Mobile needs to be an integral
part of every digital strategy
§ Additional tactics: Push,
Location, QR Codes
8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Survey: when will customer’s interactions via the mobile channel overtake those from desktop?
The vast majority of respondents still think
that it will take more than two years for
mobile interactions to overtake desktop
Source: Guardian Media Network/Adobe Survey 2013
9. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile traffic is taking over desktop browser traffic
9
~70% of consumption via Smartphone & Tablet Apps
Apps
Source: Gannett presentation at Adobe Summit
Pageview contribution by platform 1/11-1/13
Tablet Apps
Phone Apps
Mobile Web
Browser
10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile first is influencing desktop design
10
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§ Targeted at screen size
§ 3x Higher CTR on large banner
§ <10% increase in conversion
11
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Desired
Outcome
Mobile Option
Smartphone
A personalised
experience
Mobile Site
Aids in customer
acquistion
Retains customers
& loyalty
AppTablet
Tablet
To use for
transactions
What purpose does your mobile presence serve?
13. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Nearly a quarter of organisations have a mobile app
Yes
24%
No
76%
(but more than 1 in 10 plan to develop an app
in 12 months)
Cost
Business justification
Lack of will from management
Lack of capacity and capability
Don’t know
Survey: does your organisation provide a mobile app?
Source: Guardian Media Network/Adobe Survey 2013
14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2006 - 2013 Live Nation Worldwide, Inc. All rights reserved.
+
15. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2006 - 2013 Live Nation Worldwide, Inc. All rights reserved. 15
50% of Visits are on Mobile
Desktop On Computer
Desktop On Mobile
Phone
Desktop On Tablet
m.tm.com
iPhone App
Android App
16. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2006 - 2013 Live Nation Worldwide, Inc. All rights reserved. 16
Mobile in 2007
Ticketmaster Mobile
in 2007
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© 2006 - 2013 Live Nation Worldwide, Inc. All rights reserved. 17
Mobile in 2013
Ticketmaster Mobile
in 2013
Buy online
(obviously)
Transfer your tickets
Use your phone as
your ticket
New methods to
prevent fraudulent
tickets
18. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2006 - 2013 Live Nation Worldwide, Inc. All rights reserved.
Two Different Mobile Consumers
Conversion is 5x higher
than mobile web
App User Mobile Web User
20% of the visits/
80% of the orders
Is a “browse” visitor.
Low Conversion
80% of the visits/
20% of the orders
18
Same
Experience
19. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2006 - 2013 Live Nation Worldwide, Inc. All rights reserved.
What did we do?
19
Midnight 6:00 AM Midday 6:00 PM
2
6
10
14
0
Tablet
Mobile
(no app)
Desktop
Try to convert mobile web users to the
app:
Banners on mobile web
Try to improve conversion thru app
tracking:
Performance metrics
Feature use vs. conversion on non sell
outs
App experiences for all devices
Traffic by Time of Day
20. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Trends in mobile
1. All shapes & sizes
2. More platforms, limited talent
3. No nonsense apps
4. In-Source
5. On-site
21. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
• Productivity/Ease of use
• Leverage DAM asset
investments
• WYSIWYG authoring
FOCUS: SEO, Targeted, Quick / infrequent use.
Business
Decision:
• Bandwidth optimization
• Rendering optimization
• Mobile/Touch native UI
Experience Multi-Language / Multi-Site
• Smart integration
• Reduced to the max
• Web scale
Backends
Mobile Optimized
“M-dot“
• dedicated mobile experience
& click flow
A
Single Digital Presence
“responsive“
• flexible/fluid layout
• auxillary content/assets
B
Mobile websites
22. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Features:
§ 3 seconds loadtime
§ Bandwidth optimized delivery
§ Manageable experience for all
languages and regions
§ Full control over dedicated mobile
clickstream (m-dot)
§ Responsive preview
§ Time to market
§ Integrate to backend
§ Analytics
Available both as barcode
scanner app build with
PhoneGap and part of new
m-dot site
Having a visibilty of your
shipment is very important to
big enterprises, SMB‘s and
any household
23. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tablet optimised experience: H&M
23
24. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Trends in mobile
1. All shapes & sizes
2. More platforms, limited talent
3. No nonsense apps
4. In-Source
5. On-site
25. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Trends in mobile
1. All shapes & sizes
2. More platforms, limited talent
3. No nonsense apps
4. In-Source
5. On-site
26. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Camera: Shop by preferred colors with Gilt Group
§ Elements of Success:
§ Camera
§ Color preferences
26
27. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Sensors: Personalizing content to reduce your stress with Huffington Post
27
28. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Trends in mobile
1. All shapes & sizes
2. More platforms, limited talent
3. No nonsense apps
4. In-Source
5. On-site
“41% of companies outsourced
mobile development in 2013,
down from 80% in 2012.“
Source: Forrester
29. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
• Unified or
• Mobile OS native UI
• Unique energy &
memory constraints
• Unique variables and sensors
• Each platform costs extra
• Consider 3-6 updates a year
How will it look and feel? (UI)
Mobile devices are not small computers
What is the TCO of your app?
Mobile Apps
§ Mobile is just a part of your digital strategy.
§ Reuse your infrastructure.
§ Connected cross device experience, optimization, and targeting.
30. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Trends in mobile
1. All shapes & sizes
2. More platforms, limited talent
3. No nonsense apps
4. In-Source
5. On-site
31. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
32. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32
http://www.youtube.com/watch?v=7ZXucLUfh0U
33. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key takeaways
Ask yourself how, not if you need mobile.
Make mobile a business decision & an integral part of your digital strategy.
Start with responsive, continue with your apps.
1
2
3
34. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
35. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Jamie Brighton
jbrighto@adobe.com
twitter: @jamiebrighton