"Mobile First". “Our programmers are doing work on mobile first,” he
said. “We’ll still have a desktop version, but we’ll also have one on a high-
performance mobile phone. The top programmers want to work on
mobile apps. Phones are so much more personal and satisfying. The
phone is no longer just a phone, it’s your alter ego – it’s fundamental to
everything you do.”
Google CEO, Eric Schmidt
Describe the functions and
meaning of this media…
GPS Location aware
Touch Intimacy / interactivity
Contacts Personal / social
Top 10 apps
1. Money Transfer: This can be sending money via SMS, NFC (near-field
communication), banking apps, and more to come.
2. Location-Based Services: Apps which functionality relies on the location of the
3. Mobile Search: Mobile applications for searching all sorts of things. Not just
Google, but other databases, as well as the use of augmented reality apps for “visual
4. Mobile Browsing: “Mobile browsing capabilities currently exist only on 60%+ of
handsets today. By 2013, that number will climb to 80%”. This statistic, combined
with the rapid rate of increase in global smartphone sales, shows us how it will be
possible for mobile web browsing to overtake desktop web browsing in 2013
(predicted by Google).
5. Mobile Health Monitoring: Health monitoring and diagnosis.
Top 10 apps
6. Mobile Payments: Like mobile transfers, but also including mobile subscriptions
7. Near Field Communications (NFC): Using mobile devices to perform actions with
local objects through “swiping” or “tapping” the actual mobile device, such as
8. Mobile Advertising: “Total spending on mobile advertising in 2008 was $530.2
million and it will grow to $7.5 billion in 2012.”
9. Mobile Instant Messaging: always free, and can be restrictive. Apps that improve
the experience and are free to use are taking over. 160 characters of less? Not
10. Mobile Music: The iPod is all fine and well, but now apps that deliver
streaming (no purchase or downloads necessary), such as Spotify, are rising.
OfflineSocial Media Online Promotional Material (flyers, posters, etc.)
Word of Mouth
Traffic from Apps Stores
Video (YouTube etc.) Traffic
App Delivery and Marketing
Platforms (1, a few, or all)
Self-Develop, or Outsource?
Native or Web App
ContentBada Fresh Content?
Static or Dynamic?
App Creation Options
10 Key Strategic Points
1. Know your audience / community
2. How do they use mobile?
3. Think beyond the dilbert cube
4. Repurpose content
5. Repurpose inventory
6. Use data