Google. Think Mobile.
Mobile Strategy. Namics.

Michael Rottmann. Partner.
31. October 2013
“Out of Scope”
Namics.
Biggest challenge

of new channels

Unrecognized 
Business "
Impact
Namics.
“If you don’t have "

a mobile strategy, "
you don’t have "
a future strategy.” 
Namics.
The future of mobile is today,
and it is critical to look closely
at your company to see whether
it will capitalize or dis...
Mobile "
Opportunities

Benchmarking
Expert Workshop
Generate ideas
Prioritize opportunities 

vs.

Mobile "
Strategy

Sta...
Mobile Strategy "
Approach
Objectives 
Target groups
Context of usage 
Problem identification
Solutions
Platform strategy
L...
Objectives 
Reach new audience
Lead Generation 
Customer retention 
Sales & Support
Brand image
Process Optimization

Nami...
Target groups
New audience
Customer (B2C / B2B)
Internals (mobile tools)

Namics.
Namics.
Context of usage 
User
Device "
Location 
Surrounding

Namics.
User

73%
Restaurant

77%
In a store

87%
On the go

At home

93%

Bored"
Bridge waiting time
Games, Social, Fun

Smartpho...
Problem

identification
What is the issue, "
most common task,
question, need of our"
mobile user?

Namics.
Problem

identification

Namics.
Solution

Value add to existing touchpoints "
(Store, online-shop, website, catalogue, call
center, social networks, email...
Namics.
Namics.
Namics.
focus

Namics.
Namics.
Namics.
Platform strategy
Responsive website
Mobile website 
Web app "
Hybrid app "
Native app

Namics.
Lifecycle concept
Metrics of success
Access & Ecosystem
Integration in Communication & Sales

Namics.
Objectives 
Target groups
Context of usage 
Problem identification
Solutions
Platform strategy
Lifecycle concept
Metrics of...
Objectives 
Target groups
Context of usage 
Problem identification

1w
1w
2w
2w

Solutions

6w

Platform strategy
Lifecycle...
Objectives 
Target groups
Context of usage 

2-6 w
eeks
12 weeks

Problem identification
Solutions

eks
we
4-8
8-16 weeks

...
Industry responsive website

Namics.
Namics.
Industry native app

Namics.
Namics.
City administration website

Namics.
Food e-Store
Conversion m: 8.33% pc: 5.77%

Mobile Visits

mobile "
shop

4x

Mobile Conversion Rate

Jul 13

Aug 13

Sep1...
Mobile "
Checkout

1
 3
 6
2
 4
5
 7
Include only
vital fields –
even more
Mobile "
Checkout

1
 3
 6
2
 4
5
 7
Include only "
vital fields – "
even more

Leverage
mobile
UI elements

Allow "
checko...
Mobile "
Checkout

1
 3
 6
2
 4
5
 7
Include only "
vital fields – "
even more

Build
lightweight
(5 sec)

Leverage "
mobil...
Namics.
Think mobile!

michael.rottmann@namics.com
© Namics

31.10.13

44

Google. Think Mobile. Mobile Strategy. Namics.
Mobile Strategy @ Google Think Mobile - Namics-Vortrag
Mobile Strategy @ Google Think Mobile - Namics-Vortrag
Mobile Strategy @ Google Think Mobile - Namics-Vortrag
Mobile Strategy @ Google Think Mobile - Namics-Vortrag
Mobile Strategy @ Google Think Mobile - Namics-Vortrag
Mobile Strategy @ Google Think Mobile - Namics-Vortrag
Mobile Strategy @ Google Think Mobile - Namics-Vortrag
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Mobile Strategy @ Google Think Mobile - Namics-Vortrag

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Mobile Strategy @ Google Think Mobile - Namics-Vortrag

  1. 1. Google. Think Mobile. Mobile Strategy. Namics. Michael Rottmann. Partner. 31. October 2013
  2. 2. “Out of Scope” Namics.
  3. 3. Biggest challenge of new channels Unrecognized Business " Impact Namics.
  4. 4. “If you don’t have " a mobile strategy, " you don’t have " a future strategy.” Namics.
  5. 5. The future of mobile is today, and it is critical to look closely at your company to see whether it will capitalize or disappear in front of mobile users. Eric Schmidt, " Executive Chairman Google
  6. 6. Mobile " Opportunities Benchmarking Expert Workshop Generate ideas Prioritize opportunities vs. Mobile " Strategy Stakeholder Interviews Strategic approach Mobile roadmap Namics.
  7. 7. Mobile Strategy " Approach Objectives Target groups Context of usage Problem identification Solutions Platform strategy Lifecycle concept Metrics of success Access & Ecosystem Integration in Communication & Sales Namics.
  8. 8. Objectives Reach new audience Lead Generation Customer retention Sales & Support Brand image Process Optimization Namics.
  9. 9. Target groups New audience Customer (B2C / B2B) Internals (mobile tools) Namics.
  10. 10. Namics.
  11. 11. Context of usage User Device " Location Surrounding Namics.
  12. 12. User 73% Restaurant 77% In a store 87% On the go At home 93% Bored" Bridge waiting time Games, Social, Fun Smartphone usage Repeating" Recurring consumption" of information Urgent" Time critical, urgently " required Information Namics.
  13. 13. Problem identification What is the issue, " most common task, question, need of our" mobile user? Namics.
  14. 14. Problem identification Namics.
  15. 15. Solution Value add to existing touchpoints " (Store, online-shop, website, catalogue, call center, social networks, email marketing) How can we add value " with mobile services? Camera, video, scanner, microphone GPS, gyro sensor, compass near field communication (NFC) address book, calendar What is the economic value? " (filter & prioritize) Namics.
  16. 16. Namics.
  17. 17. Namics.
  18. 18. Namics.
  19. 19. focus Namics.
  20. 20. Namics.
  21. 21. Namics.
  22. 22. Platform strategy Responsive website Mobile website Web app " Hybrid app " Native app Namics.
  23. 23. Lifecycle concept Metrics of success Access & Ecosystem Integration in Communication & Sales Namics.
  24. 24. Objectives Target groups Context of usage Problem identification Solutions Platform strategy Lifecycle concept Metrics of success Access & Ecosystem Integration in Communication & Sales Mobile Strategy " Approach Namics.
  25. 25. Objectives Target groups Context of usage Problem identification 1w 1w 2w 2w Solutions 6w Platform strategy Lifecycle concept Metrics of success Access & Ecosystem Integration in Communication & Sales Mobile Strategy " Approach Namics.
  26. 26. Objectives Target groups Context of usage 2-6 w eeks 12 weeks Problem identification Solutions eks we 4-8 8-16 weeks Platform strategy Lifecycle concept Metrics of success Access & Ecosystem Integration in Communication & Sales Mobile Strategy " Approach Namics.
  27. 27. Industry responsive website Namics.
  28. 28. Namics.
  29. 29. Industry native app Namics.
  30. 30. Namics.
  31. 31. City administration website Namics.
  32. 32. Food e-Store Conversion m: 8.33% pc: 5.77% Mobile Visits mobile " shop 4x Mobile Conversion Rate Jul 13 Aug 13 Sep13 Oct 13
  33. 33. Mobile " Checkout 1 3 6 2 4 5 7 Include only vital fields – even more
  34. 34. Mobile " Checkout 1 3 6 2 4 5 7 Include only " vital fields – " even more Leverage mobile UI elements Allow " checkout " as a guest – " even more
  35. 35. Mobile " Checkout 1 3 6 2 4 5 7 Include only " vital fields – " even more Build lightweight (5 sec) Leverage " mobile " UI elements Allow " checkout " as a guest – " even more Remove " distractions, " not content Show " progress Reassure" security – " especially " mobile
  36. 36. Namics.
  37. 37. Think mobile! michael.rottmann@namics.com © Namics 31.10.13 44 Google. Think Mobile. Mobile Strategy. Namics.

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