The document discusses the urgent need for companies to develop a mobile strategy, highlighting that consumers now expect seamless, portable, and unrestricted access to content. Statistics show a high ownership of smartphones, especially among healthcare professionals, yet only a limited percentage of websites are mobile-friendly, indicating room for improvement. It emphasizes the importance of optimizing mobile experiences and integrating mobile strategy into overall corporate goals to enhance user engagement and satisfaction.

1. MOBILE Sam WalmsleyBluelight: DigiPharm pre-workshop

2. ‘If you don’t have a mobile strategy, you don’t have a future strategy’ Ian carrington, google2

3. Mobile – the next big thing?Its already very much upon us, the question for every brand and company is, are you ready?3

4. Consumers now expect moreI want what I want, when I want it, where I want itI want content independent of location, platform, time or nature of requestI want no restrictions, and I want it portableI want seamless multichannel experiences

5. Different usage habits by location Orange Unrestrictedmedia diary: based on ALL usage of mobile media and entertainment across the seven days

6. Different usage habits by location Orange Unrestrictedmedia diary: based on ALL usage of mobile media and entertainment across the seven days

7. Different usage habits by location Orange Unrestrictedmedia diary: based on ALL usage of mobile media and entertainment across the seven days

8. Different usage habits by location Orange Unrestrictedmedia diary: based on ALL usage of mobile media and entertainment across the seven days

9. 9Smartphones forecasted to over take PC shipments in 2012Business Insider Nov 2010 Web-enabled smartphones now make up 20% of the 3 billion mobile devices worldwide (50% over the next 3-5 years) comScore, Sept 2010Approximately 0.8% of all domains are likely to have mobile-friendly content. dotMobi, April 2009

10. Smartphone ownership for HCPs10HCP stats: D4, General Population stats OfCom 2011

11. Healthcare Professionals: UK (D4)Mobile phone ownership by doctors is almost universal81% own a SmartphoneiPhone most popular (46%)87% of doctors carry and use their mobile at workPrimary use is communication with colleagues (phone, text and emails)59% use their device for accessing content30% run software or apps related to work11

12. Mobile web is for everyone….Are we getting it right?

13. Some giants are adapting well to mobile

14. In Healthcare – BoehringerIngelheim

15. In Healthcare – Pfizer

16. Pharma using Flash – not compatible with mobile devices

17. Does it matter?Just 12% claim that they don’t findanything irritating about their mobilebrowsing experience25% of consumers say they wouldnever visit a site again if they had anegative experience on their mobileSource: 2010 YouGov/Brandbank reportSmartphone ownership by healthcare professionals (81% D4) is much higher than general population (24% Ofcom)HCPs are using their devices more for searching for content than using apps on their devices

18. Another challenge for pharmaMobile & SEO best practice have similar needsReducing download times of site, optimise imagesImproving or using quality technical codingReducing use of FlashClear descriptions on meta tags, title tags, h1 tags etcThis approach, improves the ability for people to find your content through search enginesOptimising for search, will mean a simple mobile strategy can be put into place for your customers

19. Are you going to mobilise your website or create something new?

20. Metrics are key to mobile journeyMost popular mobile devices for accessing NHS information via the internet were:iPhone - 61%iPod Touch - 17%Traffic to NHS Direct from mobile devices increased from 3,000 to 155,000 users a month in the last year, so developed a mobile optimised contentNHS Direct app – symptoms checker to launch June 2011Quit smoking app launched in 2010, along with alcohol units app

21. An iPhone strategy is NOT a mobile strategy, it is an iPhone app21

22. As in industry we are investing in apps

23. Browsers are more popular than apps7 out of 10 European mobile media users choose to find information and content via a browser rather than apps 59% of mobile media users who search the Internet via browser do it at home 70% of mobile media users who search the Internet via browser do it on the moveSource: Orange 201023

24. Most successful branded free appOnly 20% of branded apps reach 1,000 downloads (Deloitte 2011)Only 1% reach 1 million (Deloitte 2011)The most successful branded app is from a regulated industryBarclaycard: Waterslide Extreme gameDownloaded 12 million timesAverage 2.5 minsx 4 sessions per user120 million mins of brand engagementMost popular app across 57 countries 24

25. Implementation: Mobile Journey25PromotionMeasurement

26. Considerations

27. Integratingdigital mobile

28. Ignore Technology HypeAcronym overload: Following 3G, WiMAX, and DVB -H, it is now time for LTE, NFC, and mobile AR to take center stageDisruptive technologies, will take years to become mainstreamEmbracing mobile does not mean jumping on app bandwagonCustomers will ignore apps after they download if provides no valueThink about how mobile can deliver clear consumer benefits via a convenient user experience and integrate into your other channels 28

29. How many of you have a mobile strategy? The majority of companies either do not have a mobile strategy or are only just starting to build oneMUST integrate mobile as part of their overall corporate strategy as a matter of some urgencyCreate a roadmap for 12 – 18 monthsFour core mobile disciplines: strategy and vision; organization and implementation; measurement and metrics;Only then focusing on technology29

30. QuestionsSam Walmsleysam@bluelightpartners.com@sammielw30