This document discusses the evolution of mobile internet usage and the importance of mobile strategies for businesses. Some key points: - Mobile internet is growing rapidly and will likely be 10 times larger than the traditional PC internet. - Many large companies have recognized mobile as their primary business, such as Google, Apple, and Facebook, who have hundreds of millions of mobile users. - While only 8% of Fortune 1000 companies have a mobile strategy, consumers are increasingly using mobile internet and demanding mobile versions of services. - The author argues that businesses need to think strategically about mobile and cannot risk being slow to adopt mobile-first approaches. Both mobile websites and apps are important to provide content and services to smartphone users

1. Apps – Tactic or Strategy?Simon Andrews

2. “Rapid Ramp of Mobile Internet usage will be a boon to consumers &some companies will likely win big (potentially very big)while many will wonder what just happened”Mary Meeker – Morgan Stanley – April 2010

3. Mobile to evolve like online?“ OK we need a website ”MillionsOnline2000 - 20051995 - 19992006 - 2009

4. Mobile to evolve like online?“ OK we need a website ”“ We need traffic – lets advertise online ”MillionsOnline2000 - 20051995 - 19992006 - 2009

5. Mobile to evolve like online?“ OK we need a website ”“ We need traffic – lets advertise online ”“ We need to be strategic about online ”MillionsOnline2000 - 20051995 - 19992006 - 2009

6. Businesses cannot riskbeing slow with mobile“ OK we need a website”“ We need traffic – lets advertise online”“ We need to be strategic about online”MillionsOnline400m+Smartphones2010350mOnline19992000 - 20051995 - 19992006 - 2009

7. However….Only 8% of Fortune 1000 businesses have a mobile strategy

8. (2005)What we need is a viral

9. (2010) What we needis an iphone app

10. Morgan Stanley believe each computing cycle is 10 times bigger than the lastSo mobile web is potentially 10 times bigger than the PC internet

11. “The new rule. Mobile First”Eric Schmidt – Google

12. “We found out that we were the largest [mobile company] in the world measured by revenue. So yes, you should look at Apple as a mobile device company,"Tim Cook – COO Apple

13. Facebook have 100mmobile users & talk of reaching billions…

14. Comscore data shows that mobile is mass marketHigher on chart = more femaleFurther to right = olderSize of bubbles = # of usersProduct: MobiLensData: Three month average ending January 10Country: UK- N= 15,824

15. http://www.flickr.com/photos/rhinman/

16. http://en.wikipedia.org/wiki/App_Store

17. And the rest…Plus LG, Samsung, Vodafone and many others….http://en.wikipedia.org/wiki/List_of_digital_distribution_platforms_for_mobile_devices

19. Operators are reacting to consumer demand

20. TouchApps can be really rich experiencesTouchLocationEyesMovementVoiceEars

21. To the user these are all apps

22. But not all of them are….Bookmarkfor web sites

23. Our viewAn app is the way to get content and services on a smartphoneWhether that is coded in Cocoa or HTML5 doesn’t matterWhether its an app or browser or blended doesn’t matterWhat matters is that the experience works – and ideally delights

24. addictive ideasSolving Businessproblemsby Solving CustomerproblemsFocused on mobileSupported by other digital channels

25. Smart brands go multi platform

26. And integrate with online

27. Everything you would expect

28. And something you don’t

29. Users demand a full service

30. The idea of the fixed phone bemuses kids

31. The idea of the fixed web will soon seem equally weirdThe mobile web opens up new situationsfor business to connect with their customers

32. 5 things to rememberThink about mobile strategicallyYou must have a mobile friendly site/landing pageIs mobile search turned on or off?Its not just about iPhone - but do iPhone first and optimiseRemember the browser and blend& Consider whether you need expert advice

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34. www.addictivemobile.comsimon@addictivemobile.com@addictivemobile