Going Mobile: 6 Lessons - Martin Leclerc, LIPSO


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Going Mobile: 6 Lessons

As mobile achieves a new status as a marketing and business tool, there are still major pitfalls to be avoided. Hear 6 lessons on the do's and don't's of planning and implementing a mobile channel, using messaging, mobile sites and applications.

* Martin Leclerc, Solutions Director, Lipso

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  • Emphasis on 3 & 5
  • Going Mobile: 6 Lessons - Martin Leclerc, LIPSO

    1. 1. School’s Out:Lessons Learned<br />July, 2010<br />
    2. 2. About LIPSO<br />LIPSO stands out as a leader in IT and telecom<br /><ul><li>Company founded in 2000 with its head office in Montreal, Canada
    3. 3. 10 years of extensive R&D and development in mobile solutions
    4. 4. Among the 10 best companies in IT and telecom (IDC 2008)
    5. 5. Patent-pending technology for mobile barcode & Strong Mobile Authentication
    6. 6. Strategic partner of IATA and specific expertise in transport segment</li></ul>2<br />
    7. 7. Transcontinental Marketing Communications<br />3<br />Development <br />Strategic Consulting<br />Delivery<br /> STRATEGY & PLANNING<br />CREATIVE & PRODUCTION<br />MULTI-CHANNEL DELIVERY<br />INSIGHT & ANALYTICS<br />TRACKING & MEASURES<br /><ul><li>Customer Strategy
    8. 8. Customer Insight through Advanced Analytics
    9. 9. Integrated Marketing Programs
    10. 10. Measurement Plans
    11. 11. Content Creation – Visual – Text & Branded
    12. 12. Multi-Channel content adaptation
    13. 13. Content Management Services (CMS)
    14. 14. Email Marketing
    15. 15. Online Marketing
    16. 16. Social Network Marketing
    17. 17. Mobile Marketing
    18. 18. Digital Promotion Marketing
    19. 19. Offline Services – Print
    20. 20. Tracking, Reporting and Performance Analysis </li></li></ul><li>Gartner Hype Cycle<br />4<br />
    21. 21. 2009 Gartner Hype Cycle<br />5<br />
    22. 22. Market Facts<br />6<br /><ul><li>Mobile subscribers will surpass 5 billion in 2010 (that's over 70 percent of the world population) and growing rapidly
    23. 23. Half a billion people accessed mobile Internet worldwide in 2009. Usage will double within five years as mobile overtakes the PC as the most popular way to get on the Web.
    24. 24. SMS is still king of mobile messaging with five trillion messages sent in 2009. Despite the popularity of mobile email, IM and MMS, SMS is predicted to exceed 10 trillion in 2013. </li></ul>mobithinking.com<br />3G 2009  2014<br />Western Europe <br />39%  92% <br />North America <br />38%  74%<br />Eastern Europe <br />9%  40%<br />AsiaPac(without Japan) <br />7%  37% <br />Japan <br />91%  100% <br />Middle East & Africa <br />7%  35% <br />South & Central America <br />4%  17%<br /><ul><li>On average, an SMS is read within 4 minutes
    25. 25. Every second, 3 births and 38 mobile phone sold
    26. 26. 35% of smartphones penetration by 2013
    27. 27. 1,5 billion TV set
    28. 28. 1 billions Personal computers
    29. 29. 3,9 billion people listen to FM radio</li></ul>Morgan Stanley (December2009)<br />
    30. 30. Market Trends<br />7<br />…fundamentals in place for mobile that will boost its trajectory over the next five years beyond what broadcast TV reached in the 1950s and the Internet reached in the late 1990s. -Borrell Associates<br />Because it is at such a nascent stage, Mobile advertising’s annual revenue growth rate is many times that of the mature major media, and over 10 times faster than even Online’s current growth rate of 29%. - IAB Canada<br />Half of teens send 50 or more text messages a day, or 1,500 texts a month, and one in three send more than 100 texts a day, or more than 3,000 texts a month. – Pew Research<br />One big question will remain: Will fragmentation be reduced? Unfortunately, the answer is no: It is here to stay. That’s why everyone needs a mobile strategy in 2010. -Forrester<br />Mobile is not as much an opportunity, but more of a neccessity,” said Mary Gail Pezzimenti, online director of Lucky Magazine, New York. “This is a bit of an obvious point, but what I find refreshing is that people are conditioned to pay for some pieces of mobile in a way that they don’t online.<br />
    31. 31. Lesson 1: The Silver Bullet<br />8<br /><ul><li>Mobile is multi channel:
    32. 32. Voice
    33. 33. Messaging (SMS/MMS)
    34. 34. Browsing
    35. 35. Local apps (including augmented reality)
    36. 36. Camera
    37. 37. Data exchange (NFC, Bluetooth)
    38. 38. Etc (CC reader, ...)
    39. 39. Mobile is push and pull
    40. 40. But Mobile is also fragmented
    41. 41. Device
    42. 42. OS
    43. 43. Expectations & requirements
    44. 44. Economics
    45. 45. Ergonomics</li></li></ul><li>Lesson 2: The Shrinking Bubble<br />9<br />This is not the web<br />This is not the web<br />This is not the web<br /><ul><li>From the user’s point of view, mobile phone interaction happens in an intimate space, where susceptibility is highest
    46. 46. For better and for worse
    47. 47. From the publisher’s point of view, location and time are better known than with any other media
    48. 48. “with great power comes great responsibility opportunity”
    49. 49. Susceptibility ?
    50. 50. Fast page load
    51. 51. Quality experience on MY device
    52. 52. “Don’t touch my device”
    53. 53. Relevance on a very small footprint</li></li></ul><li>10<br />
    54. 54. Lesson 3: The Big Fingers<br />11<br />Fact 1:<br />Phone Screen Size vs Computer Screen Size : 5 times smaller<br />Finger Size vsMouse Pointer Size: 10 times bigger<br />Fact 2:<br />Alphanumeric entry is not universally easy <br />Yet:<br />It is very hard to convince people that the UI must adjust<br />“One Web means making, as far as is reasonable, the same information and services available to users irrespective of the device they are using. However, it does not mean that exactly the same information is available in exactly the same representation across all devices.” <br />- W3C Mobile Web Best Practices 1.0<br />
    55. 55. PayPal Got It with The Mobile Option<br />12<br />
    56. 56. Lesson 4: The Fanboy (The Silver Bullet, Take II)<br />13<br />“... while Apple’s App Store has achieved app downloads on an unprecedented scale …brands and developers are warned against ignoring users of other platforms/handsets.” - The Future of the App Store Business Model (Juniper Research)<br />Fallacy:<br />“ I don’t need an mobile site: my iPhone works great on my current site”<br />Fact:<br />For the best buzz, nothing beats an iPhone app (today)<br />Fact: <br />There is more hope on the horizon for OneWeb than for OneApp<br />
    57. 57. What Lurks Between The Lines?<br />14<br />“New open standards created in the mobile era, such as HTML5, will win on mobile devices (and PCs too). Perhaps Adobe should focus more on creating great HTML5 tools for the future, and less on criticizing Apple for leaving the past behind.<br />Steve JobsApril, 2010<br />
    58. 58. Lesson 5: The Scraper Dilemma<br />15<br />Zero footprint integration is really cool <br />Web site<br />Desktop<br />CMS<br />Web server<br />Inventory<br />Mobile<br />LIPSO Publishing Mobile Adapter<br />Mobile web server<br />...<br />But what am I really doing ? Where is my Exclusive content ?<br />
    59. 59. 16<br />Old school or “mobilized” ?<br />
    60. 60. The Dependency<br />Scraping (in general) introduces a dependency on the layout of information<br />TV, print and in store campaigns are linked, but not dependent. Why should mobile be dependant on web?<br />Fast go-to-market<br />Minimal integration efforts<br /> Less costs<br />Merging web graphics charter with mobile best practices takes work. Go back to “why” and not “what” !<br />17<br />Store<br />Print<br />Web<br />Mobile<br />
    61. 61. Lesson 6: Strategy vs Tactics<br />18<br />We argue in favour of strategy because<br />Mobile success is not driven by the principles that anchored previous strategies<br />Mobile links strongly to social media, reinforcing first point<br />Monetization on mobile is evolving, thus impacting resources<br />
    62. 62. Page 19<br />
    63. 63. Success Factors<br />Invest into an educated approach<br />Don’t get caught in the whirlwind<br />Respect the user’s point of view<br />20<br />
    64. 64. Thank you!<br />21<br />Martin Leclerc, Director, Solutions<br />514-499-0210 x502<br />Martin.leclerc@lipso.com<br />1450 City Councillors, Suite 650, <br />Montreal, Quebec <br />Canada<br />H3A 2E6 <br />