The mobile space has quickly transformed into a legitimate marketing platform in and of itself, and should no longer be treated as merely an extension of the desktop website. In order to effectively interact and engage with customers accessing your site on their mobile devices, you must first develop a solid mobile marketing strategy and better understand the differences, limitations and opportunities that mobile offers. Join us as we provide an overview on the mobile landscape and the opportunities that exist for marketers now, and moving forward into the future. Key Points of Interest: * Latest Mobile Internet Usage Statistics * Opportunities, Limitations, and Differences Between Desktop vs. Mobile Websites * The Importance of Context in Mobile * Different Mobile Marketing Tactics to Engage Your Audience * Key Differences in B2B vs. B2C Mobile Strategy

1. Going Mobile
Serving the Always On, Always Connected
On

2. Housekeeping … to Get the Slides
Follow the BusinessOnLine
1 Request a 1-on-1 lab online User Experience Team on
User Experience Team on
http://www.businessol.com/labs
// / Twitter at: @BOLTeamU
if Tweeting about this session,
please use this hashtag:
2 Recorded presentation & #mobile
slides will be sent via
email following the event
3 Become a Fan of
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3. Welcome!
Jegan Chen
Sr. Strategist, User Experience at BusinessOnLine
http://www.businessol.com/usability-blog/
Educational background in Cognitive Science,
Human-Computer Interaction, and Neuroscience
Worked with numerous mid to large size
enterprises on large scale website and application
development p j
p projects centered around a user-
centered design methodology

4. POLL

5. Let me guess why you re here
you’re
today…

6. A long time ago (last month), in a galaxy
far, far away (a conference room), a wise (subjective)
individual uttered these few
words…

7. You know what would be
REALLY COOL?
If we had an iPhone app!
Our customers could reach us anywhere, we could sell a million gizmos!
They’ll be able to download PDFs, watch videos, listen to podcasts, share
links on social networks, buy our gizmos and so much more while on the go!
Im
I’m sure the IT folks can convert our site easily Let s get started!
easily. Let’s
Sounds like a great idea!
Sounds like a terrible idea! we
launched a mobile campaign 2 years
ago and it flopped.

8. First, we made a lot of assumptions.
Let’s rewind…

9. You know what would be
REALLY COOL?
If we had an iPhone app!
Our customers could reach us anywhere, we could sell a million gizmos!
They’ll be able to download PDFs, watch videos, listen to podcasts, share
links on social networks, buy our gizmos and so much more while on the go!
Im
I’m sure the IT folks can convert our site easily Let s get started!
easily. Let’s
Sounds like a great idea!
Sounds like a terrible idea! we
launched a mobile campaign 2 years
ago and it flopped.

10. You know what would be
REALLY COOL?
If we had an iPhone app!
Our customers could reach us anywhere, we could sell a million gizmos!
They’ll be able to download PDFs, watch videos, listen to podcasts, share
links on social networks, buy our gizmos and so much more while on the go!
Im
I’m sure the IT folks can convert our site easily Let s get started!
easily. Let’s
Sounds like a great idea!
Sounds like a terrible idea! we
launched a mobile campaign 2 years
ago and it flopped.

11. You know what would be
REALLY COOL?
If we had an iPhone app!
Our customers could reach us anywhere, we could sell a million gizmos!
They’ll be able to download PDFs, watch videos, listen to podcasts, share
links on social networks, buy our gizmos and so much more while on the go!
Im
I’m sure the IT folks can convert our site easily Let s get started!
easily. Let’s
Sounds like a great idea!
Sounds like a terrible idea! we
launched a mobile campaign 2 years
ago and it flopped.

12. You know what would be
REALLY COOL?
If we had an iPhone app!
Our customers could reach us anywhere, we could sell a million gizmos!
They’ll be able to download PDFs, watch videos, listen to podcasts, share
links on social networks, buy our gizmos and so much more while on the go!
Im
I’m sure the IT folks can convert our site easily Let s get started!
easily. Let’s
Sounds like a great idea!
Sounds like a terrible idea! we
launched a mobile campaign 2 years
ago and it flopped.

13. You know what would be
REALLY COOL?
If we had an iPhone app!
Our customers could reach us anywhere, we could sell a million gizmos!
They’ll be able to download PDFs, watch videos, listen to podcasts, share
links on social networks, buy our gizmos and so much more while on the go!
Im
I’m sure the IT folks can convert our site easily Let s get started!
easily. Let’s
Sounds like a great idea!
Sounds like a terrible idea! we
launched a mobile campaign 2 years
ago and it flopped.

14. You know what would be
REALLY COOL?
If we had an iPhone app!
Our customers could reach us anywhere, we could sell a million gizmos!
They’ll be able to download PDFs, watch videos, listen to podcasts, share
links on social networks, buy our gizmos and so much more while on the go!
Im
I’m sure the IT folks can convert our site easily Let s get started!
easily. Let’s
Sounds like a great idea!
Sounds like a terrible idea! we
launched a mobile campaign 2 years
ago and it flopped.

15. Agenda
1. Things You Should Know About Mobile
g
2. Mobile Opportunities
3. Three Tips for Defining a Mobile Strategy

16. THINGS YOU SHOULD
KNOW ABOUT MOBILE

17. The number of mobile internet
users are projected to surpass
desktop internet users by 2014
2014.
*Morgan Stanley, State of the Internet 2010

18. Marketers will be allocating $5.5
billion for mobile marketing in
2011,
2011 up 124% from 2010
2010.
*Mobile Marketing Association (MMA)

19. 60% of Americans would give
up alcohol for a week to keep
their mobile phones.
*Best Buy Mobile Survey

20. POLL

21. Let’s Define What a “Mobile Device” Is…
A mobile device is a handheld, internet-capable
device with a display screen, mini keyboard
and/or touch-screen that can be operated by a
user while moving within or across various
environments.

22. What s
What’s a “Mobile Device?”
Mobile Device?
Includes:
• T
Touch Ph
h Phones
(e.g. iPhone, Android Phones, Blackberries, Windows Phone 7)
• Smartphones
(e.g. Blackberries, Palm, Windows Mobile)
• Feature Phones
(e.g. Motorola RAZR)
• Slates
(e.g. iPad)
• Other Internet-Capable Handhelds
(e.g. iPod Touch, PDAs)
Excludes:
• Laptops

23. Unit Sales Does Not Equal Mobile Internet Usage
Worldwide Mobile Device Sales Mobile Traffic Generated by Device
* Gartner (left), AdMob (right)

24. Mobile as a Marketing Channel Has
Unique Benefits
1. Mobile is the first personal mass media
2. Mobile is permanently carried
3.
3 Mobile is always on
always-on
4. Mobile has a built-in payment mechanism
5. Mobile is available at the point of creative inspiration
6.
6 Mobile has the most accurate audience measurement
7. Mobile captures the social context of media
consumption
8.
8 Mobile allows augmented reality to be used in media

25. Mobile is a completely new
medium, not simply an
extension of your website.

26. MOBILE OPPORTUNITIES

27. Mobile Opportunities
• Mobile Websites
• Native Applications

28. Mobile Websites
Mobile Websites are coded in the same way websites made for desktop browsers are
and utilize the same technologies. However, these sites are developed and created
specifically for mobile devices.
Using a mobile device to view a website developed for desktop browsing does not
qualify as a mobile website.
Works On
Almost all mobile devices
Best For
Simple experiences, serving all platforms
Opportunities
Faster mobile internet speeds (4G), content and updates can be handled
through the same or similar content management system as the website
made for desktop browsing
Limitations
User experience may vary across mobile devices, loss of connectivity to
mobile internet means the site cannot be accessed, interface might not
be tailored to OS platform, cross-compatibility across browsers is difficult

29. Native Applications
Native applications are developed for a specific platform (iPhone, Android OS,
Blackberry, etc.) and can utilize the hardware and software features of a mobile
device.
device
Users typically download native applications from a “store” (Apple App Store,
Android Market).
Works On
One specific platform / mobile device
Best For
Creating complex applications, developing tools to support current
customers,
customers more immersive experiences
Opportunities
Utilize device hardware / software features (camera, microphone,
accelerometer, processor), can tailor experience to seamlessly match OS
p
platform standards, better performance
, p
Limitations
Users must find application within a “store” containing hundreds of
thousands of applications, must develop one native application per
platform / device

30. Mobile Website or Native App?

31. “On college football Saturday and NFL
Sunday we get more traffic on our mobile
Web site than our wired Web site, and now
there s
there’s no going back—if you deliver a good
back if
experience, people will consume the content
on their mobile device when they re out and
they’re
about.”
- John Zehr, senior vice president and general manager of ESPN Mobile
, p g g

32. As of September 1, 2010, the Apple
p , , pp
App Store has 250,000 apps with
over 6.5 billion downloads.
65 downloads
The Android Market has 100 000
100,000
apps with over 1 billion downloads.
Blackberry App world has 10,000
apps.

33. Native applications have been
downloaded billions of times by
mobile device users, but only
users
20% of users run the native
application the next day, and by
3 months that number nears
zero.
*Pinch Media

34. So,
So Mobile Website or Native App?
Device Works Offline? Need to Download to Access Hardware Features?
Install and Update?
Install and Update?
Mobile Websites Almost All No No Some
Native Applications Develop one Yes Yes Yes
application per
device

35. What Ab t
Wh t About All the Other Mobile
th Oth M bil
Marketing Tactics Out There?
g
• SMS / Texting
• Mobile Email
bl l
• Mobile PPC
• M bil SEO / L
Mobile Local SEO
l
• Click-to-Call Tracking
• Location Based Features (GPS)
• Widgets

36. • Create additional
Enhanced
Enhanced tools / applications or
tools / applications or
Mobile enhance existing
Website mobile website to
mimic native apps
• If more functionality is
y
desired over mobile
Mobile Native
website and hardware
Apps
Website functionality is
required
Mobile
• Drive traffic to your
Email,
mobile website or
PPC, SEO, native application
native application
Etc.,

37. THREE TIPS FOR DEFINING
A MOBILE STRATEGY

38. Tip #1: Start With Your Users

39. Instead of worrying over
what tactic to use or which
platform to target, start with
getting to know your users
users.

40. The User Centered Design Philosophy
The User Centered Design (UCD)
Philosophy focuses on the behaviors,
goals,
goals and needs of the user.
user

41. UCD Methods
Discovery Elaboration Optimization
Surveys x x
Interviews x
Analytics / Data Analysis
Analytics / Data Analysis x x
Field Studies x x x
Diary Studies x x
Card Sorting
g x
Storyboarding x
Wireframing x
Prototyping x
User Testing x x

42. Triangulate Data
Interviews
Surveys Field Studies
Field Studies

43. Importance of Knowing Your Users
p g
The users who use your mobile website
or application may not be the same
users who use your full website made
for desktop browsing.

44. Use Existing Data, Don’t Rely on It
l
You may have some first-hand or
first hand
secondary market data research
available,
available but don’t rely on it as your
don t
only source of information.
Validate what you have by conducting
additional research b
dditi l h based solely on
d l l
mobile aspects.

45. What You Sh ld K
Wh t Y Should Know About Your
Ab t Y
Users
• Who are your users?
• What are their needs and goals?

46. Figuring Our Who Your Users Are
h
•DDemographic
hi
• Webographic
• Firmagraphic
• Psychographic
• Technographic

47. Needs and Goals
Business G l
B i Goals
IT Goals
User Goals

48. Hungry people
looking for the
closest
McDonald’s
Not so hungry people looking for
N t h l l ki f
nutritional information; investors;
corporate messaging and marketing

49. Tip #2: Understand Context
*Flickr.com Retinafunk

50. The users who use your mobile website /
application may be the same as the users
who use your website, but may be using
y , y g
the website / application in a different
way.

51. Don t
Don’t Assume Anything
Some things seem trivial, but it’s best to be
g ,
sure than to make an assumption that will end
up being a very expensive mistake in the end.
Don’t assume you know everything about your
users and how they use mobile devices It’s
devices. It s
easy to assume and try to cut costs, but you’re
taking a big risk at the foundational level of the
project.
project
You want to create something people will USE
USE.

52. What Is Context?
• What mobile devices do they use?
• When do they use it?
• Wh
Where do they use it?
d th
• What is going on in the environment?
• How do they use it?
• Why do they use it?

53. Understanding context
allows us to determine if and
how context changes or
affects users’ goals
users goals.

54. Classifying Use Cases
Repetitive Now (e.g. checking sports scores, stock quotes)
p
Bored Now (e.g. stuck in line, ca ua b o g)
o ed ow (e g uc e, casual browsing
Urgent Now (e g getting directions, finding a phone number)
(e.g. directions
Now = Instant Gratification
*Google’s Classification System

55. Immerse Yourself
lf
• Storyboarding
• Prototyping
• Contextual Field Studies

57. “Contextual user tasks not the existing
Contextual tasks,
website, determine the content,
architecture,
architecture and user experience of the
mobilized site.”
- Cameron Moll, Mobile Web Design

58. Tip #3: Simplicity Equals Success
p p y q

59. Mobile devices have small screens.
The best way to avoid cognitive
overload is to keep things simple
simple.

60. Stay Focused
d
It’s
I ’ easy to be tempted to add
b d dd
features on during development
and end up with a Frankenstein
site / application.
This WILL happen when you
begin when you’re showing
wireframes, prototypes,
wireframes prototypes designs
to others in your organization.
Don’t let it happen!

61. Smaller Screens = Greater Cognitive Load
On websites and applications developed for desktop screens,
there is a lot of real estate for visual cues to help offload
cognitive processing by the user.
On a mobile device, the screen is much smaller and all those
,
cues are lost.

63. Recap
Tip #1: Start With Your Users
Tip #2: Understand Context
Tip #3: Si
Ti #3 Simplicity Equals Success
li it E l S

64. Thank You!
Jegan Chen
Sr. Strategist, User Experience at BusinessOnLine
@BOLTeamU
Jegan@BusinessOL.com
J @B i OL

65. Housekeeping … to Get the Slides
Follow the BusinessOnLine
1 Request a 1-on-1 lab online User Experience Team on
User Experience Team on
http://www.businessol.com/labs
// / Twitter at: @BOLTeamU
if Tweeting about this session,
please use this hashtag:
2 Recorded presentation & #mobile
slides will be sent via
email following the event
3 Become a Fan of
BusinessOnLine at:
www.facebook.com/BOLOptimized