Mobile Website Landscape, Small Screen, Big Opportunity Presented to the American Gas Association (AGA) Communications and Marketing Spring Meeting Presentation

1. Mobile Website Landscape
Small Screen, Big Opportunity
Communications and Marketing Spring Meeting Presentation
Suresh John, Director of Marketing
Blue Water Media
sjohn@bluewatermedia.com

2. v
Blue Water Media Proprietary
Agenda
• Blue Water Media Overview
• The Mobile Landscape
• Mobile Website Fundamentals
• Mobile Website Trends
• Questions
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3. Blue Water Media Overview

4. Blue Water Media Proprietary
Blue Water Media Overview
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• Blue Water Media is an award-winning information technology, web design, and
interactive marketing agency. By leveraging cutting-edge web design techniques, flexible
open source software applications, emerging technologies, and integrated marketing
campaigns, we offer a turnkey approach to attaining online success.
 Founded in 2001
 Offices in DC/NY/San Francisco
 Currently have clientele in Federal Government,
Fortune 500, Non-Profit Organizations
 92% rate of retention

5. Blue Water Media Proprietary
Blue Water Media – 360º Digital Services
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Blue Water Media – Partial Client List
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Education
Hospitality
Professional Services
Non-Profit
Government
Healthcare
We proudly serve a wide range of clients spanning a number of industries

7. The Mobile Landscape

8. Blue Water Media Proprietary
Mobile Utilization is Growing Rapidly
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• Mobile has experienced massive growth in recent years
 There are 6.8 billion people on the planet and 5.1 billion of them now own a cell phone. (Search Engine Watch)
 By the end of 2013, there will be more mobile devices on Earth than people. (Source: Cisco, 2013)
 Before 2015, its projected that mobile internet usage will overtake the desktop. (Microsoft Tag)
• Mobile is now almost 40 percent of time
spent online. In addition Maps, Music,
Weather and Social Networking are
categories where people spend more time
with mobile than on the PC. It’s probably
only a year or so away that the above chart
looks much more 50/50 or even 60/40 in
favor of mobile. (ComScore)

9. Blue Water Media Proprietary
Re-imagination of Computing Devices
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10. Blue Water Media Proprietary
Re-imagination of User Interfaces
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11. Blue Water Media Proprietary
The Mobile User Mindset
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• Mobile users are highly accessible and active across the web, and they have little
patience for a poorly optimized mobile site.
 91% of all US citizens have their mobile device within reach 24/7. (SMS Marketing)
 Up to 30% of all email opens come from mobile devices. (Google Mobile Playbook)
 Every day more than half of mobile social networkers access social content from their mobile
devices. (Google Mobile Playbook)
 One 1 out of 4 mobile users consume video content daily. (Google Mobile Playbook)
 57% of people won’t recommend a company with a sub-par mobile site and 40% will visit a
competitor’s site after a bad mobile experience. (Google Mobile Playbook)
• However, businesses and advertisers have been slow to capitalize on mobile growth
 Only 9% of websites were optimized for mobile in 2012. (Mongoose Metrics)
 When it comes to ad spending versus time spent, mobile is the most imbalanced medium out
there (It represents 1% of ad spend and 23% of time spent). (Google Mobile Playbook)
• THUS mobile represents a huge untapped opportunity!

12. Mobile Website Fundamentals

13. Blue Water Media Proprietary
The Mobile User Experience
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• Users expect mobile websites to load in
under five seconds according to the survey
findings. However even five seconds is a
long time. The general proposition is: the
faster the better.
• Creating mobile user experiences that
delight users forces us to rethink a lot of
what we have taken for granted so far with
desktop design.
• This graphic illustrates specific design and
usability elements that people want from
mobile sites.
• Dissecting the mobile user experience into
its key components gives us a conceptual
framework for building and evaluating good
mobile experiences

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Anatomy of a Mobile Website
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5 Crucial Mobile Questions Executives
Should Be Asking
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1. How does mobile change our value proposition?
 Deeply consider what your consumers want from mobile, and then proceeded to deliver it.
Benchmark against what others are doing in your industry.
2. How does mobile impact our digital destinations?
 #1 priority is to have a mobile website. 57% of users say they won’t recommend a business with a
poor mobile site, and 40% have turned to a competitor’s site after a bad mobile experience.
 Optimize your mobile site based on what you learn from user interactions
3. Is our organization adapting to mobile?
 Assign a mobile champion in your company and empower them with a cross functional task force.
 Make mobile a metric in your management dashboard. Review mobile stat KPI’s.
4. How should our marketing adapt to mobile?
 Take 5 minutes today and search for your brand in mobile as a consumer would and discuss
these results with your marketing department.
5. How should I invest in mobile?
 Based on performance KPI’s, if users are visiting your websites using mobile devices, it is time to
allocate that same budget percentage to mobile.

16. Mobile Website Trends

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Responsive Web Design
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• A great mobile strategy option in 2013 is to have a strong web strategy with a focus on
Responsive Design as part of the foundation.
• Responsive websites layout and function appropriately at any resolution be at a PC,
tablet, or mobile phone. Responsive websites auto calibrate according to screen
resolution/browser dimensions. Benefits of responsive web design include:
 Responsive web design enhances user experience
 Responsive web design reduces total cost of ownership
 Responsive web design is great for SEO
• According to Mashable, 2013 will be
the year of responsive web design. As
Responsive websites become more
mainstream companies need to
consider whether they are the right
way to meet their audience in a
mobile setting.

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Responsive Example - Disney
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Mobile PhonePC/Web Tablet

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Responsive Example - Starbucks
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Mobile PhonePC/Web Tablet

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Responsive Example - Microsoft
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Mobile PhonePC/Web Tablet

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Responsive Example - USwitch
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Mobile PhonePC/Web Tablet

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Other Mobile Website Trends
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• Localized and Personalized Mobile Experiences
 Since there are multiple mechanisms (IP targeting, WiFi triangulation technology, location-as-a-
service solutions, user-supplied location information, cookies, location-based proximity networks,
or GPS) to identify a users location when accessing a mobile website from a mobile device,
organizations can now develop functionality and content very specific to a local geography or
locality creating a personalized experience without having the need for a user to login
• Mobile mCommerce will grow substantially
 On Black Friday, internet shoppers broke numerous records as internet sales exceeded $1 billion
for the first time in history. An estimated 24% of sales made via the internet on Black Friday are
thought to have been via traffic from mobile devices.
• Apps may rule the mobile landscape now, but not for long
 Currently native apps for smartphones and tablets almost always trump websites designed for
mobile devices because they can tap into devices’ native capabilities for a seamless experience.
However, most experts agree HTML5 is eventually the way of the future and should flip the
perspective.
• The convergence of SoLoMo
 There is strong indications that Social, Local, and Mobile elements will converge into a great
website experience for mobile users

23. Questions?

24. Blue Water Media Proprietary
Want more info about Mobile Websites?
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Chris Forhan, VP of Sales
Blue Water Media
cforhan@bluewatermedia.com
301-389-0165
Suresh John, Director of Marketing
Blue Water Media
sjohn@bluewatermedia.com
301-389-0167