Mobile technology is evolving rapidly. Over two-thirds of connected devices are now mobile, and tablets and smartphones outsell desktop computers. This shift has changed user expectations and behaviors, prioritizing how technology makes people feel over features alone. To succeed in this new mobile landscape, companies must understand customer needs on different platforms and ensure their technology, content, and processes support a responsive approach tailored for each context in which customers use mobile.

1. M A K I N G
M O B I L E
H A P P E N
DECEMBER 2013
Head
of
mobile,
DigitasLBi
Interna>onal
ILICCO
ELIA
TwiBer:
@ilicco

10. YOUR MOBILE
AFFECTS THE WAY
YOU FEEL

12. VERTU
CONSTELLATION VIVRE
Red engraved gold, encrusted with white diamonds, ceramic keys,
& a black embroidered leather, limited edition. 1 of 88

13. How Technology Feels
There has been a huge change from “faster,
quicker, smaller” to an emphasis on how
technology makes you feel.

14. Early Video Calling
“ The Video camera
icon is where you
would see the
person you’re
speaking to…
if they had a phone
that is compatible
with your video
call.”

21. The current landscape
Mobile is evolving
! Over two thirds of connected devices are mobile (tablet and phone)
! Tablets and smartphones out sold desktops by almost 3:1 in 2012
! Mobile and mcommerce no longer just encompasses phones

22. RESPONSIVE OR NOT
RESPONSIVE?

23. FOUR KEY
QUESTIONS

24. Key questions
1. What are your business objectives?
2. What are your customers’ needs?
3. What platform capabilities do you want to use?
4. Does your technology, people and processes support your
preferred approach?
This ultimately should lead you to a decision of whether the
benefits of taking a responsive approach outweigh the effort.

25. 3 TIPS FOR MOBILE
NIRVANA

26. MAKE YOUR EMAILS
MOBILE FRIENDLY
MAKE YOUR
CONTENT MOBILE
FRIENDLY

27. MAKE IT PERSONAL
MAKE IT RELEVANT

28. USE MOBILE
TECHNOLOGY
IN YOUR MOBILE
ADVERTISING

29. THINK ABOUT THE
CONTEXT IN WHICH
YOUR CUSTOMERS
USE MOBILE

30. We are…