Martin Buhr, Creative Director of Technology at Reading Room Studio highlights the key areas of the mobile landscape that are driving innovation and gives simple tips that can kick-start your mobile strategy
We’re going to try and answer this question first
Intro: So, what is mobile?
It’s not that thing in your pocketIt’s not the tablet in your briefcase
This is mobile: it can be anything – it is content anywhere (DS, PS3, Xbox, Tablet, Mini tablet, Smartphone, feature phone, Television, laptop, netbook, ultrabook)What does this mean though? Realistically – mobile now is:Context – You have more access to user data than ever before: location, orientation, online / offline, direction of travel, intent, deviceAvailability – You are available 24/7, your users expect thatBut…
For practicality. Mobile is: Smartphones & Tablet (for now)
It’s important to understand this – simply to put the next bit into context…
The number of active mobile devices has now reached 76.4 million, which is more than one for every person in the UK.
Over nine in 10 adults now own at least one handset, with many of these owning multiple devices.There are more smartphones, tablets and other wireless gadgets (327.6 million) than there are people in the United States (315.5 million)
Expenditure in communications technology is expected to rise by 70% in the UK in generalAnd the landline seems to be dying: Over a third of consumers don’t think they need a landline in this day and age and a third of consumers only have a landline because of broadband
Nomophobia77% among 18-24-year-olds say they are terrified of being without their phone
42% of 18-29-year-olds said that they had problems completing a task because they didn’t have their phone nearby.
30% of the same age group said they pretend to be on the phone in order to avoid human interaction
24% of people say their social life would be badly affected if they didn’t have access to the mobile web
(We all do)
We know that mobile is at the heart of what we think and do – so how can you take this information and apply it to your business?
Let’s start with charities, what does mobile mean for charitable giving?First, we need to look at some simple behaviour…
People use social on their phone more than anything else (STAT)
Charities have better social coverage than brands,and it’s easier to go viral with a charitable messageFor example…
A brilliant example of viral marketing with over 100 million views on YouTube and VimeoNot a great outcome for Invisible Children, but nonetheless a great example how a charity can make a lot of noise on social.The kind of success this enjoyed, when coupled with mobile payments would have been incredible…
Mobile payments are on the up, charities should capitalise:Last year, Comic Relief raised £15.17 million by SMS services alonePingit from Barclays will allow direct giving to charities from a user’s bank accountThe rise in ‘NFC’-enabled phones will make ‘swiping and paying’ much easier, canvasing will be easier and more effective as “No change” becomes a thing of the past
By 2016, there is an expected rise of 30% in charitable giving in the personal finances of consumers
This gives rise to some serious opportunities.
Need to focus on making campaigns mobile friendlyEmbracing easy payment mechanisms and alternative engagement modelsMobilise your volunteering force!
Lets talk about what’s happening at the top and what it means for those just under it.
Did you know:One third of a user’s time is spent looking for information on the mobile web.
Problem in the UK:3G coverage is still patchy around the UK (only 15% of the UK is covered by all five providers), with over 54% (and growing) users in Britain having a smartphone, reliance on wireless is increasing
It’s a big issue, but 4G is on its way – and could be faster than regular broadband (fibre excluded), the implications on reliability and speed of access will change the media we use to interact with websites
Where is this useful – and where should it be focussed?Data: Availability anytime, anywhere
making local community information available on the go and engaging (not just telling) will change the way we interact with local governmentFor government – the main application in Mobile is not about Apps or Web, it’s about availability.Application of data: Better services for users -> TFL, myHealthLondonSome examples:Seeclickfixfixmystreet
Application of data: Better services for users -> TFL
Mobile isn’t just for consumer-facing organisations though… B2B is very interesting for mobile.
Custom tech needs mobilising, as well as more regular uses:Business intelligenceCRMStock & Inventory management / control
Amtrak recently launched an app for it’s conductors to enable them to better monitor who is on the train and whether disabled passengers are expected.Key benefits: No ticketsBetter dataLower administrationOne-off multi-platform app deployment
Management data needs to be set free and pushed real-time to employees
Roambi offers business data visualisations from almost any source into an engaging, on-the-go interface.
MicroStrategy is another BI vendor that has recently released a mobile version of it’s platform
Yellowfin are interesting in that they specialise in mobilising Geographic datasets, and again, their platform has gone mobile to enable their users to see and visualise important information while on the go.
(No Rhyme Intended)It’s much easier to define a return on a technology investment when your drivers are
Increased employee efficiency (increased access to data, on-the-go-decisions)
Decreased administration burden (less paper, more intelligent decisions)
Standardisation and platform integration (legacy tech upgrades to mobile create middleware investment)
When is comes down to it though, the main touchpoint with mobile is with the consumer – we are all consumers and this is the easiest place to hook me in.This is also where we see the fastest and largest volume of innovation.
Last year eBay saw global sales via mobile triple to $2bn (£1.3bn)Over 170,000 UK shoppers spend more than £30 using eBay's mobile app every weekA reason for this is that they keep ahead of the game when it comes to mobile…
Ebay Fashion now has Image Swatch technology which allows shoppers to find items that match the colour or pattern of images they scan in.Launches in the UK this month, means shoppers can use their smartphone to take a picture of a friend's outfit or interesting pattern and find matching items on Ebay.In the UK an item is purchased every second on Ebay
On Cyber Monday, the peak day for online Christmas shopping in the US, three times more people turned to eBay subsidiary PayPal's mobile app this year than lastPayPal is so popular, that competitors are springing up all over the place:VeriFone announced this week that they are launching a new mobile payments platform this year.
And there’s even more competition…Summer 2011 saw the launch of Google Wallet in the US; the company is set to launch in Europe in 2012, beginning with the UK. PayPal has similar designs, as do the mobile phone networks.For good reason: Christmas shoppers are predicted to spend 12% of their £13.4bn online pounds on mobiles in the UK this year.According to the Centre for Retail Research, which thinks that by 2015, a quarter of online purchases will be made on mobiles.
However…From paying ON your mobile to paying WITH your mobile are two different things… Mastercard has a couple of things to say about that.Even though they just launched their own mobile payments platform.
Online retail has been around and proven for a long time, mobile retailing is taking off:Ocado, Tesco, Asda and Sainsburies all have a mobile app (TBC)Amazon Storefront – both an app and a websiteN Brown has recently announced it will enable a click’n’ collect service for its brands (much like Comet & Argos)
Amazon offered discounts to users that scanned items they found in shops with their app (TBC)Conclusion: mCommerce is an extension of eCommerce, and is becoming an ever more important channel
The big question is how to react.There’s a couple of things you can do….But most importantly…
Realise that this area is so fast moving that there is no clear and defined right and wrong wayThe real innovation is to react creatively to the challenge.
And this is where you start – what does your market look like?Let’s set up a business case:How many users come from mobile?Of those, how many don’t stick around?Now work out how many leads you’ve lost.
Depending on the severity of your business case – you can plan your short term and longer term solutions…
And these are (some) options… remember, there is no “right” way.
Develop a mobile microsite:Capture users on mobilesEnsure you give them the information they wantSmall investment / stems the flow of lost users
You’ll have heard the term bandied about: “Responsive”:Fit them all into your site – anything from a tablet to a washing machineThis can scale from a small investment to a large one, depending on how mobile you want to go!By far the best long-term solutionEveryone should at least do one of these
Apps are talked about a lot, and we’ve mentioned a few (and will mention some more in the coming sessions)Do you need an app?Stat: 80% of branded apps fail.There’s some simple questions you can ask yourself:Do you offer a unique service?Is it a tool that users can use?Can it be done without your site?If you answered “yes” – then you have a case for an app.
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