This document contains a presentation by Michael Barber on trends in mobile and their implications for brands. Some of the key trends discussed include: - The rise of better, more user-centric native apps that leverage location, context and data. - The popularity of simple, single-purpose apps for specific tasks. - Mobile driving more consumption but lagging in conversions/sales for many brands. - The increasing popularity of larger "phablet" smartphones requiring adaptation of mobile designs. - Smartphones becoming the control center for more aspects of people's lives through connected devices and the Internet of Things. - Payment and loyalty programs integrating more closely on mobile. - Mobile development becoming

1. MAKING MOBILE
AWESOME IN A
CUSTOMER-
CENTRIC WORLD
Michael Barber
AAF Tucson / Ad2Tucson
January 2015
Official Title

2. Disclaimer
I won’t be this guy.

3. Disclaimer 2a
This sucks.

4. Disclaimer 2b
This is better.

5. Disclaimer
Knowledge will work
across industries.

6. Survey says…
“Mobile web”
“Mobile web, Apps
(iOS/Android), Multi-
screen experience”
“Digital marketing”
“Mobile email, Mobile
web, Mobile
commerce, Multi-
screen experience”
“Apps (iOS/Android),
Multi-screen
experience”
“Case studies.”

7. MAKING MOBILE
AWESOME IN A
CUSTOMER-
CENTRIC WORLD
EVERYTHING
GOOD I KNOW
ABOUT MOBILE
THAT I THOUGHT
YOU SHOULD TOO
Working Title
Michael Barber
Tucson AdFed
January 2015

8. @MICHAELJBARBER 8
Hello.

9. @MICHAELJBARBER 9

10. Let’s start with the data.

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“We are no longer in a mobile
first world, we are in a mobile
only world.”
-Larry Page

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0%
17%
33%
50%
TV Online Radio Print Mobile
Mobile consumption is the only
growth driver.
Source: eMarketer, April 2014
Share of Media Consumption

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The plateau is here.
Source: Deloitte State of Mobile, April 2014
0%
25%
50%
75%
100%
2005 2007 2009 2011 2013 2015 2017 2019
US Smartphone Growth

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Data usage driven by smartphones.
Source: Cisco, Feb 2014

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Data usage dominated by
mobile video.
Source: Cisco, Feb 2014

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e-commerce > m-commerce >
commerce
Source: Comscore, MasterCard, and PayPal, January 2015
0%
17%
33%
50%
Total Retail E-Commerce M-Commerce
43.0%
15.0%
5.5%
Holiday Sales Growth

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Mobile opens dominate email.
Source: Litmus

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On the topic of email…
Source: Litmus

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Ad spend shifts to mobile.
Source: eMarketer

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Social is mobile, mobile is social.
Source: Business Insider
60%
of social
media time is
spent on
smartphones
and tablets

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We use mobile everywhere, and I
mean everywhere [insert vomit].
Source: IT in the Toilet, 11mark
75%
of Americans
with mobile
phones use
their phone in
the bathroom

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We use mobile everywhere, and I
mean everywhere [insert vomit].
Source: The Huffington Post

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AND PHONE

24. Now, the trends & what they
mean for brands.

25. 1
The rise of better apps.

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The rise of better apps.
“People do not put their phone
down and then go find a
desktop to do something.”
-Paul Cousineau, Director, Mobile Shopping Amazon

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The rise of better apps.
1st
gen
gimmicky
branded apps
and games

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The rise of better apps.
1st
gen

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The rise of better apps.
2nd
gen
take
everything we
already do
and put it in
an app

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The rise of better apps.
2nd
gen

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The rise of better apps.
3rd
gen
will leverage
location,
context, data,
data, and
more data,
and native
tech to
provide a
user-centric
experience.

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The rise of better apps.
3rd
gen

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The rise of better apps.

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The rise of better apps.

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The implications.
• Most organizations will need to restart app efforts.
• Users and data above all, and then think beyond existing online
offerings - you can create much richer experiences with mobile tech.
• Leverage user context - location, situation, time of day.
• Data from previous behavior, usage patterns, and interests.

36. 2
The rise of simple,
single-purpose apps.

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The rise of simple,
single-purpose apps.
“If I want to do one simple
thing, and there’s an app that
lets me do just that, then why
should I go through a more
complex one?
-Matt Gray

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The rise of simple,
single-purpose apps.

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The rise of simple,
single-purpose apps.

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The rise of simple,
single-purpose apps.

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The rise of simple,
single-purpose apps.

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The implications.
• Multi-app strategy?
• Single-focused, highly usable, very fast apps are making a killing.
• We need to get out of the way of our (marketing/business) needs
and focus on customer needs.
• If there is something we can make simple, do it.
• Stop thinking we have to be everything, all at once.

43. 3
Mobile devices generate the
majority of digital interactions
with your brand, but lack
conversions/sales.

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Mobile drives consumption, but
conversion/sales lag.
“Mobile is the only device
driving increased media
consumption.”
-eMarketer

45. @MICHAELJBARBER 45Source: Nielsen, March 2014
Mobile drives consumption, but
conversion/sales lag.

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Mobile drives consumption, but
conversion/sales lag.

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The implications.
• Revisit mobile presence to ensure that conversion rates are the same,
independent of channel.
• Interview customers about behavior.
• Leverage user testing tools such as usertesting.com to review how
customers convert.
• Take the results, implement, and bubble them up to desktop (they
will likely increase conversion rates there too).
• The majority of your user interactions will be delivered on mobile at
some point regardless of channel…email, social, ads (slideshare.net/
michaeljbarber).

48. 4
In the case of smartphones, it
looks like bigger does equal
better (or more popular).

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The phablet is here to stay.
“Consumers are still trying to
figure out what mix of devices
and screen sizes will suit them
best.”
-IDC, Sept 2014

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The phablet is here to stay.

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The phablet is here to stay.

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The implications.
• Responsive, absolutely, but adaptability becomes even more important.
• Consider how phones are held, where fingers are able to reach.
• Important functionality better be within reach.
• Design should be based on screen size and navigation, versus simple
thumbs and fingers.
• Strong visual hierarchy.
• Get to the point.
• Buttons over text.
• Text should be large enough to read without zooming.
• For the love of all things holy, eliminate “Click here.”

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Lowe’s example.

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Lowe’s example.

55. 5
Smartphone becomes the
center of you, your home, and a
lot of stuff around you.

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Smartphone is our control center.
“A large portion of marketing
dollars are wasted when the
wrong offers are made to the
wrong people at the wrong
place and time… The IoT will
generate an enormous, truly
unprecedented amount of
precise information about
buyers and their needs. It’s a
marketer’s dream come true.
-Jon Gettinger, SVP

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Smartphone is our control center.

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The implications.
• Smartphone becomes the control center for everything related to us -
how we exercise, how we live, how/when we shop…
• Marketers must partner with IT to deliver IOT opportunities that create
new revenue streams, improve customer experience, generate
actionable data sources, become more efficient, and/or simplify existing
tasks.
• All industries are vulnerable - Nest disrupted an industry controlled for
50+ years by the likes of GE, Whirlpool, and Honeywell, Automatic
developed smart car tech that hasn’t been seen from the auto industry
in decades.
• Brands willing to experiment will be seen as innovators.
• Set aside time and budget to fail.

59. 6
Payment & loyalty now go
hand in hand.

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Payment & loyalty.
“You frankly don’t want to be
left behind. You want to be
where your customers are.
-Paul Gentile, President,
League Inc.

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Payment & loyalty.

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Payment & loyalty.

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Payment & loyalty.

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The implications.
• If you have loyalty programs, they should integrate tightly with your
mobile strategy.
• Step back and ask what your our payment and/or loyalty program
would like today if it was designed from the ground up.
• Should you tie payment method to loyalty programs? Why? What’s in it
for the customer? You better have benefits.
• Develop a keen understand and structure for what data you need and
what data the payment provider needs.
• Look at the leaders for inspiration — Amazon, Starbucks, and Uber.

65. 7
Mobile dev, especially within
apps, becomes easier and a lot
more complex at the same time.

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Easy & complex.
• Cross-platform mobile app development - Xaramin, PhoneGap,
appcelerator

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Easy & complex.
5,000number of new APIs with
Android Lollipop

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Easy & complex.
4,000number of new APIs with iOS
8, healthkit, carplay, homekit

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The implications.
• Mobile projects are starting to resemble large IT projects. This is good
and bad. If projects take longer than 5 months, can them.
• Clearly prioritize mobile objectives, break them into workable sprints,
and execute.
• Whenever possible, use external tools to augment internal
development. Don’t reinvent the wheel where it doesn’t need to be
reinvented.

70. Helpful tools.

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Tools.
Cross-platform app development.
• Xaramin, PhoneGap, appcelerator

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Tools.
Mobile email.
• Litmus and targeted.io

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Tools.
Testing.
• usertesting.com

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Tools.
Ad planning and management.

75. Thanks.

76. @MICHAELJBARBER 76
Thanks. Questions & Comments.
Want these slides?
Have questions? @michaeljbarber /