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 ” Millions Online 2000 - 2005 1995 - 1999 2006 - 2009

4. Mobile to evolve like online? “ OK we need a website ” “ We need traffic – lets advertise online ” Millions Online 2000 - 2005 1995 - 1999 2006 - 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 ” Millions Online 2000 - 2005 1995 - 1999 2006 - 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” Millions Online 400m+ Smartphones 2010 350m Online 1999 2000 - 2005 1995 - 1999 2006 - 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 need is an iphone app

10. Morgan Stanley believe each computing cycle is 10 times bigger than the last So 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 market Higher on chart = more female Further to right = older Size of bubbles = # of users Product: MobiLens Data: Three month average ending January 10 Country: 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. Touch Apps can be really rich experiences Touch Location Eyes Movement Voice Ears

21. To the user these are all apps

22. But not all of them are…. Bookmark for web sites

23. Our view An app is the way to get content and services on a smartphone Whether that is coded in Cocoa or HTML5 doesn’t matter Whether its an app or browser or blended doesn’t matter What matters is that the experience works – and ideally delights

24. addictive ideas Solving Business problems by Solving Customer problems Focused on mobile Supported 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 weird The mobile web opens up new situations for business to connect with their customers

32. 5 things to remember Think about mobile strategically You must have a mobile friendly site/landing page Is mobile search turned on or off? Its not just about iPhone - but do iPhone first and optimise Remember the browser and blend & Consider whether you need expert advice

33. Sign up for Mobile Fix

34. www.addictivemobile.com simon@addictivemobile.com @addictivemobile