Making the most of Mobile: 5 things to think about when developing your mobile content strategy

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The document discusses developing a mobile content strategy. It outlines 5 key things to consider: 1) Mobile phones are more important than previously thought given usage statistics. 2) Responsive design is needed to accommodate different mobile screen sizes. 3) Structured content and templates can help design for multiple platforms. 4) Both mobile websites and apps should be considered depending on audience and content needs. 5) Content should be launched quickly, tested, and iterated based on user feedback.

Mobile

@pugpig - pugpig.com - kaldorgroup.com
Before we get stuck in let’s take a trip down
memory lane...

@pugpig - pugpig.com - kaldorgroup.com
In 1983, the first mobile phone went on sale in
the U.S. at almost $4,000 each

@pugpig - pugpig.com - kaldorgroup.com
In 1992 the world’s first smartphone, the
“Simon Personal Communicator” was
developed

@pugpig - pugpig.com - kaldorgroup.com
By the late 1990s mobile devices were fast
becoming the norm

@pugpig - pugpig.com - kaldorgroup.com
And today...

@pugpig - pugpig.com - kaldorgroup.com
China has more internet users on mobile devices
than on PCs

@pugpig - pugpig.com - kaldorgroup.com
In Japan, 90% of mobile phones are waterproof
because youngsters use them even in the
shower

@pugpig - pugpig.com - kaldorgroup.com
The average person unlocks his or her
smartphone 110 times each day

@pugpig - pugpig.com - kaldorgroup.com
So what’s my point?

The pace of new product development on
mobile is faster than ever, and...
@pugpig - pugpig.com - kaldorgroup.com

@pugpig - pugpig.com - kaldorgroup.com
1. Phones are more important than we thought

Mobile
phones
Tablets
Traditional
PCs
2013 2014 2015
2,800,000
2,100,000
1,400,000
700,000
Source: Gartner, October 2014
Global shipments of connected devices
(1000’s units)
@pugpig - pugpig.com - kaldorgroup.com

Source: commScore Media Matrix
US time spent online (bn minutes)
@pugpig - pugpig.com - kaldorgroup.com

2. Mobile content poses a real design challenge
@pugpig - pugpig.com - kaldorgroup.com

How to fit this
@pugpig - pugpig.com - kaldorgroup.com

Into this...
@pugpig - pugpig.com - kaldorgroup.com

And this
@pugpig - pugpig.com - kaldorgroup.com

And these
@pugpig - pugpig.com - kaldorgroup.com

And all these
@pugpig - pugpig.com - kaldorgroup.com

So what’s the answer?
@pugpig - pugpig.com - kaldorgroup.com

Well it’s certainly
NOT this…
@pugpig - pugpig.com - kaldorgroup.com

Responsive design
@pugpig - pugpig.com - kaldorgroup.com

Responsive design is the practice of creating
layouts that automatically organise your content
to fit a given screen shape and size in the most
appropriate way
@pugpig - pugpig.com - kaldorgroup.com

And if you really want to save time...
@pugpig - pugpig.com - kaldorgroup.com

3. Embrace structured content
@pugpig - pugpig.com - kaldorgroup.com

and use templates...
(they are better than you think)
@pugpig - pugpig.com - kaldorgroup.com

So, using templates your content can look great
on both mobile web and apps, but how do you
know which is right for you?
@pugpig - pugpig.com - kaldorgroup.com

4. It’s not web vs apps, you can do both
@pugpig - pugpig.com - kaldorgroup.com

It really depends on what you’re after. Try
asking yourself these questions...
@jonnykaldor - pugpig.com - kaldorgroup.com

What sort of audience am I looking for?
Smaller but more loyal
and valuable audience
Massive transient
audience
@jonnykaldor - pugpig.com - kaldorgroup.com

Does my audience need to access content
offline?
I’ll need my content
when I’m on Dartmoor
Online only is fine

How do my readers want to consume content?
Curated journey
through less content
(relax)
More content,
search-based or
dipping in and out
(research)
@jonnykaldor - pugpig.com - kaldorgroup.com

How will I keep them coming back?
I want push, background
download, today widget,
home screen, badges
Direct mails are good
@jonnykaldor - pugpig.com - kaldorgroup.com

Do I need to tap into the features of the
device?
Yeah I want location,
calendar, contacts,
camera, audio player
and the rest
No thanks - let’s
stick to the content
@jonnykaldor - pugpig.com - kaldorgroup.com

It does look like apps still have a real future.
But contents owners need to move beyond
simple replicas and keep users at the heart of
new product development
@jonnykaldor - pugpig.com - kaldorgroup.com

So, in a fast changing environment, how can you
make sure you give users what they really want?
@pugpig - pugpig.com - kaldorgroup.com

5. Launch quickly, test, then iterate.
@pugpig - pugpig.com - kaldorgroup.com

DESIGN
You do not
know the
answer!
USER
TEST
BUILD
AND
LAUNCH
PROTOTYPE
@pugpig - pugpig.com - kaldorgroup.com

If I can leave you with just five things:
1. Phones are more important than we thought
2. Responsive design is the key
3. Embrace structured content and templates
4. It’s not web vs apps, you can do both
5. Launch quickly, test, then iterate
@pugpig - pugpig.com - kaldorgroup.com

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Making the most of Mobile: 5 things to think about when developing your mobile content strategy

1. @pugpig - pugpig.com - kaldorgroup.com

2. @pugpig - pugpig.com - kaldorgroup.com Making the most of mobile 5 things to think about when developing your mobile content strategy

3. @pugpig - pugpig.com - kaldorgroup.com Before we get stuck in let’s take a trip down memory lane...

4. @pugpig - pugpig.com - kaldorgroup.com

5. @pugpig - pugpig.com - kaldorgroup.com In 1983, the first mobile phone went on sale in the U.S. at almost $4,000 each

6. @pugpig - pugpig.com - kaldorgroup.com

7. @pugpig - pugpig.com - kaldorgroup.com In 1992 the world’s first smartphone, the “Simon Personal Communicator” was developed

8. @pugpig - pugpig.com - kaldorgroup.com

9. @pugpig - pugpig.com - kaldorgroup.com By the late 1990s mobile devices were fast becoming the norm

10. @pugpig - pugpig.com - kaldorgroup.com And today...

11. @pugpig - pugpig.com - kaldorgroup.com China has more internet users on mobile devices than on PCs

12. @pugpig - pugpig.com - kaldorgroup.com In Japan, 90% of mobile phones are waterproof because youngsters use them even in the shower

13. @pugpig - pugpig.com - kaldorgroup.com The average person unlocks his or her smartphone 110 times each day

14. @pugpig - pugpig.com - kaldorgroup.com So what’s my point?

15. The pace of new product development on mobile is faster than ever, and... @pugpig - pugpig.com - kaldorgroup.com

16. @pugpig - pugpig.com - kaldorgroup.com 1. Phones are more important than we thought

17. Mobile phones Tablets Traditional PCs 2013 2014 2015 2,800,000 2,100,000 1,400,000 700,000 Source: Gartner, October 2014 Global shipments of connected devices (1000’s units) @pugpig - pugpig.com - kaldorgroup.com

18. Source: commScore Media Matrix US time spent online (bn minutes) @pugpig - pugpig.com - kaldorgroup.com

19. 2. Mobile content poses a real design challenge @pugpig - pugpig.com - kaldorgroup.com

20. How to fit this @pugpig - pugpig.com - kaldorgroup.com

21. Into this... @pugpig - pugpig.com - kaldorgroup.com

22. And this @pugpig - pugpig.com - kaldorgroup.com

23. And these @pugpig - pugpig.com - kaldorgroup.com

24. And all these @pugpig - pugpig.com - kaldorgroup.com

25. So what’s the answer? @pugpig - pugpig.com - kaldorgroup.com

26. Well it’s certainly NOT this… @pugpig - pugpig.com - kaldorgroup.com

27. Responsive design @pugpig - pugpig.com - kaldorgroup.com

28. Responsive design is the practice of creating layouts that automatically organise your content to fit a given screen shape and size in the most appropriate way @pugpig - pugpig.com - kaldorgroup.com

29. @pugpig - pugpig.com - kaldorgroup.com

30. @pugpig - pugpig.com - kaldorgroup.com

31. And if you really want to save time... @pugpig - pugpig.com - kaldorgroup.com

32. 3. Embrace structured content @pugpig - pugpig.com - kaldorgroup.com

33. and use templates... (they are better than you think) @pugpig - pugpig.com - kaldorgroup.com

34. @pugpig - pugpig.com - kaldorgroup.com

35. @pugpig - pugpig.com - kaldorgroup.com

36. @pugpig - pugpig.com - kaldorgroup.com

37. @pugpig - pugpig.com - kaldorgroup.com

38. So, using templates your content can look great on both mobile web and apps, but how do you know which is right for you? @pugpig - pugpig.com - kaldorgroup.com

39. 4. It’s not web vs apps, you can do both @pugpig - pugpig.com - kaldorgroup.com

40. It really depends on what you’re after. Try asking yourself these questions... @jonnykaldor - pugpig.com - kaldorgroup.com

41. What sort of audience am I looking for? Smaller but more loyal and valuable audience Massive transient audience @jonnykaldor - pugpig.com - kaldorgroup.com

42. Does my audience need to access content offline? I’ll need my content when I’m on Dartmoor Online only is fine

43. How do my readers want to consume content? Curated journey through less content (relax) More content, search-based or dipping in and out (research) @jonnykaldor - pugpig.com - kaldorgroup.com

44. How will I keep them coming back? I want push, background download, today widget, home screen, badges Direct mails are good @jonnykaldor - pugpig.com - kaldorgroup.com

45. Do I need to tap into the features of the device? Yeah I want location, calendar, contacts, camera, audio player and the rest No thanks - let’s stick to the content @jonnykaldor - pugpig.com - kaldorgroup.com

46. It does look like apps still have a real future. But contents owners need to move beyond simple replicas and keep users at the heart of new product development @jonnykaldor - pugpig.com - kaldorgroup.com

47. So, in a fast changing environment, how can you make sure you give users what they really want? @pugpig - pugpig.com - kaldorgroup.com

48. 5. Launch quickly, test, then iterate. @pugpig - pugpig.com - kaldorgroup.com

49. DESIGN You do not know the answer! USER TEST BUILD AND LAUNCH PROTOTYPE @pugpig - pugpig.com - kaldorgroup.com

50. If I can leave you with just five things: 1. Phones are more important than we thought 2. Responsive design is the key 3. Embrace structured content and templates 4. It’s not web vs apps, you can do both 5. Launch quickly, test, then iterate @pugpig - pugpig.com - kaldorgroup.com

51. @pugpig - pugpig.com - kaldorgroup.com

52. @pugpig - pugpig.com - kaldorgroup.com

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