Case: !How to get to a Smartphone & TabletVision & Strategy... and executionProduct Tank Amsterdam, March 26th ‘13Jan-Joos...
311.000  “To be the heart of commerce”25%           7.800
VISION & STRATEGY. THAT THING YOU NEEDTO DO WHILE YOU’RE PUTTING OUT FIRESELSEWHERE
“I give you my watch, so you can tell me what time it is”
Assignment1.  Understand:   …what position we currently have;  …how Smartphones and Tablets are developing as a  channel a...
How bad was The Situation (on Mobile)?
Not bad at all.!But this is often the core of the challenge:                                     New S                    ...
Approach                                              Mobile /                                             Classifieds2013 ...
Co-create with key stakeholders
Deskresearch                                            Mobile&              4 Workshops   Synthesis   Tablet Vision   Nex...
Internal Interviews1.  To understand the situation and thought patterns       2.  To get buy-in (someone’s listening)"    ...
Doing a workshop
An inspiring location
Clear Objectives1.  Understand changing Mobile/Tablet User Behavior2.  Create an image of Marktplaats Mobile / Tablet in  ...
Show Changing Landscape                   2008                     2012                     2016Smartphones               ...
Show the actual Changing Situation!                           - Both Generic and Specificvia	  Asymco.com	  
Show Their Own Changing Behavior as a             consumer Use of this app has changed behaviour
Get Visual Support
Submerge in the actual actions taken          7.00                        12.00     18.00   24.00               Brings    ...
Crack the Clichés                        “SOLOMO TO “Yeah, local is                        THE RESCUE!”!really important. ...
“wow, that was inspiring”...and then we all went back to work
Combining the results of Workshops, Interviews and Desk ResearchSYNTHESIS
SWOT or NOT?
(blank)
Taking the current realityLook at other      Decide           Take           Enter            Live onheadphones         pr...
Combining it with generic UX and Market Insights        on how people use Mobile...  Hierarchy of actions           Time d...
... relating that back to the key differences              between devices...                                      Always ...
...lead us to specific themes!as input for the Vision & Strategy More than Desktop, these devices are ...   More than Table...
Which led to aMOBILE & TABLET!VISION & STRATEGY
Iterate on the poetry of a cracking one-liner
This takes time, but you’ll know when you                 nailed it.
Visio                                           A Cracking one-liner     An even better one-linern                        ...
This is where it gets tough...PUTTING THE STRATEGY INACTION
What we proposed                    1. Invest in Mobile Mindset                 2. Invest in Mobile Development
This worked well:
Showing a vague yet inspiring high level path from a well known analyst“level of mobile sophistication”                   ...
(again) Relating to a real world situation  Browse for chairs      Check for more" Compare online stores" Write a review o...
Emphasising the difference in technology     Browser access + 20 years of standardization          Frontend: limited resou...
...and in mindset. Visually:Mobile Focus                   Desktop Focus                PO/UX/Design                    QA...
Define actions so clear that you can get immediate sign                 off by Management 1. Invest in Mobile Mindset      ...
...and relating the results back to the current reality                                       Q1	                         ...
So: Dissect, Define and Visualize
But does it work in practice?Yes, but only if you keep on advocating the story
C’EST TOUT…
(End with a quote by a leading company that you                   believe in)   “At Google, we believe that mobilerepresen...
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How to get to a Smartphone & Tablet Vision & Strategy....and execution

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I presented this at Product Tank Amsterdam om March 26th at eBuddy, Amsterdam. It reflects part of my work at Marktplaats, the largest classifieds site in the Netherlands. It's about the process and my experience on how we got to a Mobile Vision and Strategy.

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How to get to a Smartphone & Tablet Vision & Strategy....and execution

  1. 1. Case: !How to get to a Smartphone & TabletVision & Strategy... and executionProduct Tank Amsterdam, March 26th ‘13Jan-Joost Kraal@jjkraal
  2. 2. 311.000 “To be the heart of commerce”25% 7.800
  3. 3. VISION & STRATEGY. THAT THING YOU NEEDTO DO WHILE YOU’RE PUTTING OUT FIRESELSEWHERE
  4. 4. “I give you my watch, so you can tell me what time it is”
  5. 5. Assignment1.  Understand: …what position we currently have; …how Smartphones and Tablets are developing as a channel and technology for classifieds;2.  How to deal with this changing channel/ technology; : ctive l Obje3.  Choices for how we approach this strategically A ctua l (not tactically) 2013-2016; p cal ke-u ople A wa2013.4.  Consequences for Marktplaats in get pe and oving m
  6. 6. How bad was The Situation (on Mobile)?
  7. 7. Not bad at all.!But this is often the core of the challenge: New S That ne tuff, Where money is made the sam eds to delive e amou r But do nt of m esn’t... oney yet...if e ver... Short term cash always wins...
  8. 8. Approach Mobile / Classifieds2013 2014 2015 2016Mobile & Tablet & Commerce Trends
  9. 9. Co-create with key stakeholders
  10. 10. Deskresearch Mobile& 4 Workshops Synthesis Tablet Vision Next steps & Strategy16 internalInterviews
  11. 11. Internal Interviews1.  To understand the situation and thought patterns 2.  To get buy-in (someone’s listening)" and the fun part... 3. Giving back the results
  12. 12. Doing a workshop
  13. 13. An inspiring location
  14. 14. Clear Objectives1.  Understand changing Mobile/Tablet User Behavior2.  Create an image of Marktplaats Mobile / Tablet in 2016 ctive: Obje tual Ac what we think is important for " 3.  Identify o bile our Mobile /nd M ta Tablet Future it Un ders iencing per by Ex Not: Define a Mobile Vision and Strategy Also not: identifying features
  15. 15. Show Changing Landscape 2008 2012 2016Smartphones ? 100 M iPads, Tablets No iPad ? overtaking PC salesInternet in UK, already 25% " PC will not be " PC/Laptop primary access toolaccess mobile onlyOnline ?communication (330M active users)Social nw ?
  16. 16. Show the actual Changing Situation! - Both Generic and Specificvia  Asymco.com  
  17. 17. Show Their Own Changing Behavior as a consumer Use of this app has changed behaviour
  18. 18. Get Visual Support
  19. 19. Submerge in the actual actions taken 7.00 12.00 18.00 24.00 Brings Bath- kids to room! es daycare! DiscussActionBreak- y stuff Bike t o ! bab fast! with work! ! colleague checks checks mail!Smartphone mail ! checks shops! Views News!Tablet What’sSolving the bestProblem shop?!
  20. 20. Crack the Clichés “SOLOMO TO “Yeah, local is THE RESCUE!”!really important. we should do local”!
  21. 21. “wow, that was inspiring”...and then we all went back to work
  22. 22. Combining the results of Workshops, Interviews and Desk ResearchSYNTHESIS
  23. 23. SWOT or NOT?
  24. 24. (blank)
  25. 25. Taking the current realityLook at other Decide Take Enter Live onheadphones price pictures description Marktplaats! See if it Adapt ad Check # of Receive Receive question looks good text views first bid (email) Respond Check # of Receive Receive Possible buyer calls to email views second bid third bid to drop by Receive Contact Check for Change Agree time reaction of good bid bidder good bidder status of ad & place Wait for Check for Possible Bidder Price possible reaction of buyer not buyer good bidder interested reacts agreed Waiting for Money Wrap Go to Post money Done! transfer received headphones office
  26. 26. Combining it with generic UX and Market Insights on how people use Mobile... Hierarchy of actions Time division of activities 46% Me time 19% Socialize (image removed, eBay 12% Shopproprietary research 2012) 11% Accomplish 7% Prepare 4% Discover 2% Self-express BBDO/AOL research 2012
  27. 27. ... relating that back to the key differences between devices... Always on Always on me In every context
  28. 28. ...lead us to specific themes!as input for the Vision & Strategy More than Desktop, these devices are ... More than Tablet, the Smartphone...
  29. 29. Which led to aMOBILE & TABLET!VISION & STRATEGY
  30. 30. Iterate on the poetry of a cracking one-liner
  31. 31. This takes time, but you’ll know when you nailed it.
  32. 32. Visio A Cracking one-liner An even better one-linern 2013St Short Term Strategy Short Term Strategy Short Term Strategyrat Cross platform specific Mobile-specific Tablet-specific 2013 - 16e Strategy strategy strategy t ewhag m be so al...y Cross platform specific Mobile Specific May tactic Strategy s help Strategy at ...b ut th
  33. 33. This is where it gets tough...PUTTING THE STRATEGY INACTION
  34. 34. What we proposed 1. Invest in Mobile Mindset 2. Invest in Mobile Development
  35. 35. This worked well:
  36. 36. Showing a vague yet inspiring high level path from a well known analyst“level of mobile sophistication” Advanced (we can’t know yet) Mobile specific (transform) Vision: ! Where do we go?! Cross channel (optimize) ! Strategy: ! How do we get there?! Multi channel (consolidate) No Mobile(model by Forrester Research) Evolution of mobile (time)
  37. 37. (again) Relating to a real world situation Browse for chairs Check for more" Compare online stores" Write a review of the " stores around me the best price for store Inspiration Research Purchase Post orderRead on " In store: send a photo" Order the chair " Place a picture on "interior design of a chair to a friend to online Facebook of my new" ask her opinion chair
  38. 38. Emphasising the difference in technology Browser access + 20 years of standardization Frontend: limited resources required Both use the same strong Backend Packaged software + 4 years of ‘discovery’Frontend: separate platforms + QA challenge + UX challenge
  39. 39. ...and in mindset. Visually:Mobile Focus Desktop Focus PO/UX/Design QA UX/Design Frontend Backend
  40. 40. Define actions so clear that you can get immediate sign off by Management 1. Invest in Mobile Mindset Measurable investment Measurable investment Q1   Measurable action Measurable action Measurable action Q2  
  41. 41. ...and relating the results back to the current reality Q1   Q2   Q3   Q4         Release  2.2   Release  2.3   Release  2.4  Term  Strategy   3.1   Short   Release       ideas   feature   feature   feature   feature   feature   feature   feature   idea   ideas   feature     feature     feature     idea    Mobile       feature   feature   feature   Mobile  Specific         feature   feature   feature     Strategy   Backend  stuff   Release  3.0   feature   big  idea   feature   feature   Release   Cross  plaCorm  Strategy   1.1   Release   specific   Release  1.0   idea   idea   2.0   expeirence  for  a   Short  Term  Strategy   ver<cal   idea  Tablet   idea     idea       Tablet  specific  Strategy   Mweb   basic  stuff   several  features   Strategy   Short  Term  
  42. 42. So: Dissect, Define and Visualize
  43. 43. But does it work in practice?Yes, but only if you keep on advocating the story
  44. 44. C’EST TOUT…
  45. 45. (End with a quote by a leading company that you believe in) “At Google, we believe that mobilerepresents a sociological shift in the way users relate with both the digital and physical world. Businesses that ! understand this will win.”

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