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![EDUCATION
youtube, khan academy, duolingo
http://techcrunch.com/2012/05/09/move-over-harvard-and-mit-stanford-has-the-real-
revolution-in-education/
D E M AT E R I A L I Z AT I O N
Much of this disruption stems from a trend dubbed "dematerialization". Dematerialization is not
strictly a mobile trend - it started in the 90s with the increasing popularity of the Web - but
mobile is a major accelerant.
What is dematerialization? Our increasing level of connectivity has given rise to a wave of
digital goods. The world is being transformed from a physical representation to a digital
representation. This results in digital vs physical competition that ranges for direct to indirect to
orthogonal.
[EVERQUEST STORY]
http://www.ericsson.com/res/docs/2012/discussion_paper_changing_the_game_e.pdf
This is a record store, kids :)
[TOM SAWYER STORY]
Examples of direct competition:
* Reference libs and encyclopedias
* Physical books and magazines
* Albums, tapes, and CDs
* College lectures (sage on stage)](https://image.slidesharecdn.com/rethink-mobile-150602194537-lva1-app6891/75/Rethink-Mobile-Mobile-Strategy-for-Product-Designers-8-2048.jpg)
![N E W S PA P E R E X E C S
W E R E B L I N D S I D E D
• No one will read the morning news
on their computer!
• Craigslist?! They're a puny startup!
They'll never be as big as we are!
• Bloggers?! That's not journalism!
They're a bunch of amateurs!
No one will read the morning news on their computer!
Maybe, but they will read it on their phone.
Craigslist?! They're a puny startup! They'll never be as big as we are!
Yes, but they don't have to be as big as you to take away half your revenue.
Bloggers?! That's not journalism! They're a bunch of amateurs!
True, but you're not acting like you're in the journalism business - you're acting like you're in
the "marking-up-paper" business. (Also, once your best journalists leave to start their own
blogs, it's not just a bunch of amateurs.)
– E V E RY R E S TA U R A N T E U R
“Okay, fine... but you can't eat over the internet.”
Now, I now what you're thinking: "Okay, fine... a bunch of relatively small digital upstarts
demolished the newspaper industry. But [MY BUSINESS] is fundamentally different than news.
News is an info product that is easily transmitted over the internet; [MY PRODUCT] is not."
Could the restaurant industry get "newspapered"? You betcha. Mobile first and mobile only
upstarts are already chipping away at discrete pieces of the restaurant business. Take out,
delivery, ordering, payments, reservations, to name a few. You might view these services as a
way to more quickly deliver a better customer experience. On the other hand, using them
means that you've ceded a customer touch-point to a 3rd party - and you might never get it
back. Worse, you might find they become a competitor.](https://image.slidesharecdn.com/rethink-mobile-150602194537-lva1-app6891/75/Rethink-Mobile-Mobile-Strategy-for-Product-Designers-13-2048.jpg)
![– E X C E R P T E D F R O M T H E S H A L L O W S B Y N I C K C A R R
“The arrival of the Greek alphabet marked the start of one of the
most far-reaching revolutions in intellectual history: the shift from an
oral culture, in which knowledge was exchanged mainly by speaking,
to a literary culture, in which writing became the major medium for
expressing thought. It was a revolution that would eventually
change the lives, and the brains, of nearly everyone on earth.”
“The spread of the greek alphabet sparked a revolution that would eventually change the lives,
and brains, of nearly everyone on earth.”
What will it mean to “know” something if we’re all live-wired into Google, Wikipedia, and Yelp?
Developing skills of memorization, for example, would be largely pointless.
[SHOW MOTO HINT]
Could the 24/7 connectivity enabled by mobile computing be pushing us toward a shift of
similarly epic proportions? I believe so, and I'm not alone.
– K AT E W I L S O N , F O U N D E R O F N O S Y C R O W
“I can absolutely imagine a scenario in which mass literacy is just
a historical blip; something that started in the 19th century and
lasted until the middle of the 21st. Technology could easily make
the ability to decode text irrelevant.”
Kate Wilson - founder of prize-winning children's book publisher Nosy Crow - sees the
beginnings of a post-literate society in our current technology:
"I think that there is a generation of children that we have to serve well with imaginative and
compelling digital reading experiences. I can absolutely imagine a scenario in which mass
literacy is just a historical blip; something that started in the 19th century and lasted until the
middle of the 21st. Technology could easily make the ability to decode text irrelevant. I
think that would be a terrible thing. I want to give children the incentive to learn to decode text.
I think we can do that best by making sure that we use technology to engage children with
reading in every way that we can."](https://image.slidesharecdn.com/rethink-mobile-150602194537-lva1-app6891/75/Rethink-Mobile-Mobile-Strategy-for-Product-Designers-20-2048.jpg)
![E M B R A C E M O B I L E
Technology Demos
We talked about the importance of smart content and self-service APIs but I know it can be
hard to envision the benefits if you're only thinking about a single context, like an app. So, I've
set up a couple simple demos to give you a feel for new user experiences that are feasible and
powerful, but not yet in common use.
I'm probably the first speaker in the history of history to say this, but: Please take out your
phone, turn it on, and turn the volume up!
T E X T H A M B U R G E R T O 3 1 3 1 3 1
T O J O I N E Z B U R G E R R E WA R D S
A N D R E C E I V E 2 0 % O F F !
Imagine you're standing in line at your favorite burger joint and you see a sign asking to you
text a keyword to a short code to join the loyalty program and receive a discount. (go ahead
and do it!). With an effort that would be considered minuscule compared to building a native
app for Android or iOS, you have create a mobile experience that: distracted the guest from her
boring wait, delighted the guest with a discount, gained you a loyalty member, and captured a
mobile phone number (which is arguably the most valuable marketing channel).
TL;DR: You should be collecting mobile numbers.
Imagine that you are all standing in line at the Hamburger Hut. You see a sign that says:
"Text HAMBURGER to 313131 to join EzBurger Rewards and receive 20% off today's
purchase!"
[you send text]
"Awesome! Thanks for joining. Show this text to the cashier to get your 20% discount.
DISCOUNT CODE: REDCAT"](https://image.slidesharecdn.com/rethink-mobile-150602194537-lva1-app6891/75/Rethink-Mobile-Mobile-Strategy-for-Product-Designers-33-2048.jpg)
![[DEMO: PHYSICAL WEB BEACONS]
https://jonathanstark.com/labs/physical-web/
Other possibilities:
* WIFI landing pages?
* Robo calls?
* Offsite POS?
* Popup sites?
* Virtual restaurants?
Tesco's virtual subway supermarket
http://dontbeahayter.com/2012/01/05/tesco-virtual-subway-supermarket/
I N - H O U S E V S O U T S O U R C E
Working with 3rd Party Vendors?
I've outlined a ton of possible strategies, tactics, tools, and technologies on you. I know you
can't do everything at once. You're probably going to have to leverage outside vendors and
services to jump start your progress.](https://image.slidesharecdn.com/rethink-mobile-150602194537-lva1-app6891/75/Rethink-Mobile-Mobile-Strategy-for-Product-Designers-34-2048.jpg)
![The 64k question is: Which capabilities you should be built in-house vs outsourced?
Why outsource all the things your CEO, CMO, and guests care most about? Better to keep all
guest facing touch points in-house and outsource infrastructure and back office applications
wherever you can. Unfortunately, what I normally see in the wild is the exact reverse.
R E A S O N S F O R
R E V E R S A L
• IT has owned the infrastructure and
back office applications for so long
they are considered synonymous.
• The guest facing stuff is all brand
new, so it seems easier to package
up for someone else to do.
I think there are two reasons for this:
1. IT has owned the infrastructure and back office applications for so long they are considered
synonymous. But those items typically are not adding value, are well supported by a wide
range of vendors, and - sorry for saying this but - are often very outdated.
2. The guest facing stuff is all brand new, so there is a desire to push it off on someone else
because: a. it's possible to do so since it's not a crufty old system that would be easier to
rebuild than document, b. the IT dept is too slammed with maintenance bs to imagine taking on
incremental systems, c. the IT dept might need to do some skill building before they could take
on a new type of work.
[POINT: COMPANIES OUTSOURCE MOBILE BECAUSE THEY - WRONGLY - THINK IT'S SELF
CONTAINED AND CAN BE DONE IN A VACUUM]](https://image.slidesharecdn.com/rethink-mobile-150602194537-lva1-app6891/75/Rethink-Mobile-Mobile-Strategy-for-Product-Designers-35-2048.jpg)
![So, if you have to outsource something, why not make it infrastructure or back office
applications?
Since GFSs are inherently public and visible to guests, they are more subject to changes in the
marketplace than something like your accounting system. IOW - A GFS has hundreds of
thousands of stakeholders where a BOS may only have a couple dozen.
IMHO, a guest facing 3rd party system should be considered a stop gap measure (why would
you trust a third party with your guest experience?). Working with vendors who allow you to
integrate with their systems will allow you to start modernizing your backend interfaces. The
ultimate goal is to replace their service with your own once you're backend can support it. In
cases where you do decide to outsource a guest facing system, you're going to want to favor
vendors who offer one (or both) of the following:
* Programmatic API access to your data in their system
* Webhooks support for "events of interest"
[POINT: AVOID LOCK-IN!]](https://image.slidesharecdn.com/rethink-mobile-150602194537-lva1-app6891/75/Rethink-Mobile-Mobile-Strategy-for-Product-Designers-36-2048.jpg)
![[POINT: THE WHOLE THING IS A DIFFICULT MIGRATION EXERCISE]
That being the case, you want to have GFS in-house so you can turn on a dime. i.e., respond
to the demands of the marketplace before anyone else. A press release about how "your loyalty
vendor is working on their Apple Pay integration" isn't going to hold any sway with fickle
consumers. Agility like this is typically only possible with in-house systems and can be used as
a significant competitive advantage.
[POINT: FLEXIBILITY IS A SIGNIFICANT COMPETITIVE ADVANTAGE]
E V E RY T H I N G I S C H A N G I N G
To wrap up...
I'd like to close on a personal note. I've got two little kids (5yo and 1yo). As excited as I am
about the future and the opportunities in front of us, I'm frankly a bit scared about what the
world is going to look like in the next decade. One thing that I find particularly alarming is that
most large organizations appear to be incapable of making the changes they need to make to
keep up with their customers. Therefore, they are vulnerable to disruption from relatively small
companies. If enough large scale disruption happens, I start to get nervous about things like
the economy and unemployment - which as a Dad of two little kids is sobering.](https://image.slidesharecdn.com/rethink-mobile-150602194537-lva1-app6891/75/Rethink-Mobile-Mobile-Strategy-for-Product-Designers-37-2048.jpg)
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Similar to Rethink Mobile: Mobile Strategy for Product Designers
Rethink Mobile: Mobile Strategy for Product Designers
- 1. R E TH I N K M O B I L E M O B I L E F I R S T S T R AT E G Y F O R P R O D U C T D E S I G N E R S J O N A T H A N S TA R K Welcome! Thanks for coming. I'm Jonathan Stark, and this is talk is entitled "Rethink Mobile: Mobile First Strategy for Product Designers". Jonathan Stark Mobile Strategy Consultant http://jonathanstark.com W H AT Y O U ' L L L E A R N T O D AY • Significance of mobile • How disruption works • How to do mobile right • Why so many companies do mobile wrong • How to get buy-in • How to think beyond the app • How to think beyond the phone • The 3 facets of mobile first solutions BTW - These slides will be available after the talk. 60 Second Speaker Bio I'm sure a bunch of you have never heard of me before, so here's the 60 second bio:
- 2. I'm a mobilesoftware consultant based in lovely Providence, RI. I make my living helping executives reinvent their business for mobile. Past clients include big companies like CVS, Staples, and Intel, but also startup business like Brightcove, Nuance, and StickyAlbums. I teach mobile training classes both online and in person, I speak at public and private events all over the world, I co-host a podcast about how tech is changing the way we interact with the world, and I've written three books on mobile and web; one of which was a best selling technology title and has been translated into seven languages.
- 3. In 2011, whiledoing mobile payments research for a fast casual restaurant brand, I posted a picture of my Starbucks card online and invited the Internet to have a coffee on me. One morning I woke up and it was on the front page of CNN.com. Five days later, almost $20k had gone through the card and I was getting interviewed live on MSNBC and other news show. K, so that's enough about me. Let's talk about you! How many people are an army of one? How many people are at an agency? How many people are at a big co? How many designers? How many developers? How many team leads? How many project managers? How many product managers? How many people think mobile is vital to your business (or your client's business? Great, thanks for your input. Super helpful. It seems like you all get that mobile is a big deal. But I wonder if we're all on the same page about just how big...
- 4. B I GG E S T T E C H E V E R M O B I L E I S Mobile Is The Most Adopted Technology Ever Set your Wayback machines for 2005. Back in 2005, the iPhone was still 2 years away, Blackberry and Nokia ruled mobile, and Eric Schmidt was CEO of Google. At that time, he said: – E R I C S C H M I D T, C E O G O O G L E “Mobile phones are cheaper than PCs, there are three times more of them, growing at twice the speed, and they increasingly have internet access. Mobile is going to be the next big internet phenomenon.” "Mobile phones are cheaper than PCs, there are three times more of them, growing at twice the speed, and they increasingly have internet access. Mobile is going to be the next big internet phenomenon." -- Eric Schmidt, then CEO of Google in 2005
- 5. Schmidt was right,but I think he undersold the significance of mobile but a long shot. Mobile is not just "the next big internet phenomenon; it's the biggest thing to happen to the human race since the printing press. In fact, I contend that it's bigger than the printing press. In my opinion, mobile - which in this context I mean to be the combination of ubiquitous connectivity, cloud computing, and affordable smartphones - is as transformative on cultural as was the alphabet. More on that in a minute... iPhone announced in early 2007. iPhone went on sale on June 29, 2007 The App Store opened on July 10, 2008 Here's a visual representation of the shift that took place from 2005 to 2013. There are now more active mobile phone connections on the planet than there are human beings alive, counting literally everyone from babies to great grandparents. This makes mobile the most wide reaching technology of all time, and by a wide margin.
- 6. – T OM I A H O N E N , C O M M U N I T I E S D O M I N AT E B R A N D S “No tech ever, has even come close. Not television sets, not Playstations, not PCs, not Walkmans, not radios, not cars, not motorcycles, not even bicycles; not credit cards, not even bank accounts; not the reach of electricity or landline telephones or even running water; not wristwatches, not toothbrushes, not even pens and pencils have been as widely used as mobile is today.” "This is unprecedented in the human history of technology. No tech ever, has even come close. Not television sets, not Playstations, not PCs, not Walkmans, not radios, not cars, not motorcycles, not even bicycles; not credit cards, not even bank accounts; not the reach of electricity or landline telephones or even running water; not wristwatches, not toothbrushes, not even pens and pencils, have been as widely used as mobile is today." -- Tomi Ahonen, Communities Dominate Brands in 2012 D I S R U P T I N G E V E RY T H I N G M O B I L E I S The convergence of ubiquitous connectivity, cloud computing, and affordable smartphones is disrupting every aspect of society. Now that most everybody has a connected supercomputer in their pocket, companies and in some cases entire industries are being reinvented, invalidated, or carved into pieces by upstarts. ENTERTAINMENT Started with iTunes, YouTube, and ustream, now Amazon, Pandora, and social media in general.
- 7. COMMERCE e-commerce, show-rooming, mobilepayments eBay mobile sales in 2011: $5B eBay mobile sales in 2012: $13B eBay mobile sales in 2013: $22B eBay mobile sales in 2014: $45B http://www.pymnts.com/in-depth/2015/the-mobile-e-commerce-share-shift/#.VPXxYxbF8l4 POLITICS 2012 US Presidential campaign, Occupy Wall Street, Ferguson Riots HEALTHCARE HealthKit, ResearchKit on iOS.
- 8. EDUCATION youtube, khan academy,duolingo http://techcrunch.com/2012/05/09/move-over-harvard-and-mit-stanford-has-the-real- revolution-in-education/ D E M AT E R I A L I Z AT I O N Much of this disruption stems from a trend dubbed "dematerialization". Dematerialization is not strictly a mobile trend - it started in the 90s with the increasing popularity of the Web - but mobile is a major accelerant. What is dematerialization? Our increasing level of connectivity has given rise to a wave of digital goods. The world is being transformed from a physical representation to a digital representation. This results in digital vs physical competition that ranges for direct to indirect to orthogonal. [EVERQUEST STORY] http://www.ericsson.com/res/docs/2012/discussion_paper_changing_the_game_e.pdf This is a record store, kids :) [TOM SAWYER STORY] Examples of direct competition: * Reference libs and encyclopedias * Physical books and magazines * Albums, tapes, and CDs * College lectures (sage on stage)
- 9. Examples of indirectcompetition: * Business class air travel (Indirect competition: telepresence software, online collaboration tools) * Office furniture (Indirect competition: telecommuting) Even big companies are vulnerable to this digital disruption. Companies were part of the US retail landscape for a decade or more. Borders... Tower Records...
- 10. Blockbuster... – B LO C K B U S T E R A N A LY S T R E P O R T, 1 9 9 9 “Investor concern over the threat of new technologies is overstated.” Ouch. Malls in general... (Amazon, eBay, Etsy, Overstock, etc) https://www.google.com/search?q=Rolling+Acres+Mall:+Akron,+Ohio +images&espv=2&biw=1436&bih=805&tbm=isch&source=lnms&sa=X&ei=EU31VMaSH8GHNv Szg7AH&ved=0CAcQ_AUoAg
- 11. Traditional taxis... (Uber,Lyft, etc) And perhaps most spectacularly, newspapers. Consider what happened to newspapers. The industry wasn't slaughtered by some new kind of digital internet newspaper; it was systematically dismantled by a range of smaller players, each focused on taking over one single aspect. Craigslist Craigslist ate into classified ads...
- 12. Google Google ate intodisplay ads... Twitter Twitter ate into breaking news... Blogs Blogs ate into long-form articles...
- 13. N E WS PA P E R E X E C S W E R E B L I N D S I D E D • No one will read the morning news on their computer! • Craigslist?! They're a puny startup! They'll never be as big as we are! • Bloggers?! That's not journalism! They're a bunch of amateurs! No one will read the morning news on their computer! Maybe, but they will read it on their phone. Craigslist?! They're a puny startup! They'll never be as big as we are! Yes, but they don't have to be as big as you to take away half your revenue. Bloggers?! That's not journalism! They're a bunch of amateurs! True, but you're not acting like you're in the journalism business - you're acting like you're in the "marking-up-paper" business. (Also, once your best journalists leave to start their own blogs, it's not just a bunch of amateurs.) – E V E RY R E S TA U R A N T E U R “Okay, fine... but you can't eat over the internet.” Now, I now what you're thinking: "Okay, fine... a bunch of relatively small digital upstarts demolished the newspaper industry. But [MY BUSINESS] is fundamentally different than news. News is an info product that is easily transmitted over the internet; [MY PRODUCT] is not." Could the restaurant industry get "newspapered"? You betcha. Mobile first and mobile only upstarts are already chipping away at discrete pieces of the restaurant business. Take out, delivery, ordering, payments, reservations, to name a few. You might view these services as a way to more quickly deliver a better customer experience. On the other hand, using them means that you've ceded a customer touch-point to a 3rd party - and you might never get it back. Worse, you might find they become a competitor.
- 14. Take Foodler, forexample. I'm sure they're is sitting on a treasure trove of "last mile" delivery logistics data and customer behavior data. They know: • Peak times • Best selling items • Regional preferences • Optimal price points • Range of cuisines In short, Foodler has a better view of the playing field than any single restaurant they serve. What could they do with data like that? Simple: they could take over the most profitable parts of the delivery business by a developing a tightly focused menu of only the most profitable delivery items and produce them in a highly optimized fulfillment environment. Let's take it a step further into the future. Anybody know what this is? You probably see a Keurig coffeemaker. I see a prototype of a coffee printer. W H AT I F ? • Stored my preferences? • Tracked my behavior? • Was connected to the network? • Was linked to a payment instrument? What if a Keurig: • stored my preferences? • tracked my behavior? • was linked to a payment instrument? • was networked? The customer would have a coffee maker that automatically ordered new pods for itself! And more interestingly, the vendor would have a wealth of behavioral data on which it could base promotional offers, customer outreach, and new product research.
- 15. F L AVO R I N K P O D S B E C O M E Now, imagine that the pods become "flavor ink" that could be mixed like colors in a CMYK laser printer to create a wide range or different coffee flavors... now you have an honest-to-god coffee printer, for which digital "coffee designs" could be sold and delivered over the air. Want to try the latest seasonal brew from Dunkins or Starbuck? Put a mug under the spout and click here to pay. T H R E E M A S S I V E I M P L I C AT I O N S 1.Ability to deliver on demand anywhere moves into real time. A digital product can be delivered immediately when requested. 2.A digital product re-defines the base product through a new wave of innovation. Removal of the physical limitations of the material the product was being distributed upon enables a new round of product regeneration and discovery. 3.Speculative production is removed thus producing the ultimate efficiency of supply versus demand, reducing waste and saving the planet's resources. There are three massive implications when digital representation of physical product happens: 1. Ability to deliver on demand anywhere moves into real time. A digital product can be delivered immediately when requested. 2. A digital product re-defines the base product through a new wave of innovation. Removal of the physical limitations of the material the product was being distributed upon enables a new round of product regeneration and discovery. 3. Speculative production is removed thus producing the ultimate efficiency of supply versus demand, reducing waste and saving the planet's resources. – M E “Just because one aspect or your business is resistant to being dematerialized, doesn't mean they all are.” Now you're probably thinking: "This is science fiction! Even if something like that we're actually doable - which I doubt - it'd be years before it made any impact in our market." Yes, you're probably right. I don't see "coffee printers" disrupting Starbucks anytime soon. Food printers do already exist (e.g., pizza, candy), but by all accounts they leave a lot to be desired. The food production aspect of the dining experience is more insulated from dematerialization than most, but food production is arguably not the most important aspect of restaurants. Moral of the story: Just because one aspect or your business is resistant to being dematerialized, doesn't mean they all are.
- 16. S T IL L G R O W I N G M O B I L E I S As big and disruptive as mobile is today, it's still gathering steam... Smartphone industry already dwarfs the PC industry * There will be 2-3x more smartphones than PCs in use in 2020 * 4B people buying every 2 years vs 1.6B people buying every 5 years http://www.slideshare.net/a16z/mobile-is-eating-the-world-40841467 In the next five years, smartphone ownership will go from 2B to 4B http://www.slideshare.net/a16z/mobile-is-eating-the-world-40841467
- 17. 80% of theadults on earth will have a smartphone by 2020 http://www.slideshare.net/a16z/mobile-is-eating-the-world-40841467 The mobile opportunity much bigger than 2-3x PCs because of capabilities and usage patterns: Personal, always with us, always powered on, always connected, crawling with sensors, one or more cameras, location, payment, social, extreme ease of use. http://www.slideshare.net/a16z/mobile-is-eating-the-world-40841467 New sensors create new business opportunities. For example, Uber. Smartphones make Uber possible. Mobile is the heart and soul of Uber. Not surprisingly, Uber "gets" mobile and wisely, is using the whole phone: • GPS • Mobile payments • Text messaging • Voice calling • Email marketing • Mobile web
- 18. K E YTA K E A WAY S • Whatever you did before mobile doesn't matter • You need to embrace the entire mobile experience • It's never been more important to innovate Here are the important takeaways: • Whatever you did before mobile doesn't matter (being an incumbent is a liability) • You need to embrace the entire mobile experience (go beyond apps and use the whole phone) • It's never been more important to innovate (you're running out of time) J U S T T H E B E G I N N I N G M O B I L E I S As huge as mobile seems at the moment, it is merely the first “killer app” of the larger wireless computing wave. Wireless computing is bringing with it a sea change on par with the printing press, the industrial revolution, and perhaps even literacy. Some people say the convergence of ubiquitous connectivity, cloud computers, and affordable smartphones is as big a deal as the industrial revolution...
- 19. ...or the printingpress... But I think mobile is on par with literacy - i.e., the shift from an oral culture, in which knowledge was exchanged mainly by speaking, to a literary culture, in which writing became the major medium for expressing thought. “The arrival of the Greek alphabet marked the start of one of the most far-reaching revolutions in intellectual history: the shift from an oral culture, in which knowledge was exchanged mainly by speaking, to a literary culture, in which writing became the major medium for expressing thought. It was a revolution that would eventually change the lives, and the brains, of nearly everyone on earth.” - Paraphrased from The Shallows by Nick Carr
- 20. – E XC E R P T E D F R O M T H E S H A L L O W S B Y N I C K C A R R “The arrival of the Greek alphabet marked the start of one of the most far-reaching revolutions in intellectual history: the shift from an oral culture, in which knowledge was exchanged mainly by speaking, to a literary culture, in which writing became the major medium for expressing thought. It was a revolution that would eventually change the lives, and the brains, of nearly everyone on earth.” “The spread of the greek alphabet sparked a revolution that would eventually change the lives, and brains, of nearly everyone on earth.” What will it mean to “know” something if we’re all live-wired into Google, Wikipedia, and Yelp? Developing skills of memorization, for example, would be largely pointless. [SHOW MOTO HINT] Could the 24/7 connectivity enabled by mobile computing be pushing us toward a shift of similarly epic proportions? I believe so, and I'm not alone. – K AT E W I L S O N , F O U N D E R O F N O S Y C R O W “I can absolutely imagine a scenario in which mass literacy is just a historical blip; something that started in the 19th century and lasted until the middle of the 21st. Technology could easily make the ability to decode text irrelevant.” Kate Wilson - founder of prize-winning children's book publisher Nosy Crow - sees the beginnings of a post-literate society in our current technology: "I think that there is a generation of children that we have to serve well with imaginative and compelling digital reading experiences. I can absolutely imagine a scenario in which mass literacy is just a historical blip; something that started in the 19th century and lasted until the middle of the 21st. Technology could easily make the ability to decode text irrelevant. I think that would be a terrible thing. I want to give children the incentive to learn to decode text. I think we can do that best by making sure that we use technology to engage children with reading in every way that we can."
- 21. Preposterous? Maybe. Butconsider sheet music. Music engraving and calligraphy are arts in their own right. A handwritten manuscript of Beethoven's Ninth Symphony is a sight to behold. Unfortunately, sheet music is not a particularly efficient, durable, or accurate way to encode musical expression. Unless you're an engraver or calligrapher, it probably doesn't matter that much to you that sheet music is virtually extinct. I have a bachelor in music, I can read and write sheet music, and even I don't care. It was a tool. There are better tools now. We've moved on. In his TED talk, "Will our kids be a different species?" Juan Enriquez shows how technology is revealing evidence that suggests rapid evolution may be under way. "Throughout human evolution, multiple versions of humans co-existed. Could we be mid-upgrade now?" https://www.ted.com/talks/juan_enriquez_will_our_kids_be_a_different_species We already live in a world where we put our bodies into computers (cars/planes) and computers into our bodies (pacemakers/cochlear implants). This trend will continue as prices fall and tech shrinks. The connection is going to get closer and closer to our brains, maybe even to the point of circumventing our sensory organs (e.g., visual impulses injected directly into the brain, not via retina). What will it mean to "know something" in a world where I can access data from the web merely by thinking about it? http://craphound.com/news/2012/01/09/the-coming-war-on-general-purpose-computation-2/ http://craphound.com/news/2012/08/15/the-coming-civil-war-over-general-purpose- computers/
- 22. W H ATI T M E A N S T O B E H U M A N W I R E L E S S C O M P U T I N G W I L L R E D E F I N E Can you imagine what life was like before electricity? Or clocks? Or the alphabet? It's virtually impossible because they're all baked into every aspect of our society. Our children are going to feel the same way about being connected. My goal here is to impress upon you the magnitude of the change that is underway so you can respond appropriately. Mobile is not a channel. Mobile is not a fad. Mobile is not going away. Mobile is a transformational technology that is disrupting every sector of the economy in every country on Earth. And it's just the beginning. M O B I L E R I G H T H O W T O D O
- 23. Done right, mobilecomputing offers brands an unprecedented opportunity to engage with their customers, guests, employees and partners by capitalizing on heightened expectations. Unfortunately, doing mobile right is hard. It demands a deep commitment of resources and a sincere willingness to change that can be lacking in enterprise environments. The sheer magnitude of a meaningful mobile undertaking - combined with a desire to be first to market - have prompted many companies to commit so called "random acts of mobility" - i.e., releasing half-baked mobile offerings that are silo'd, slow, and muddled. These disposable mobile offerings are at best a waste of time and money, and at worst a cause of significant damage to brand loyalty. H O W T O C R E AT E A G O O D M O B I L E U X • Define your business objectives • Listen to your users • Meet the needs of both parties Creating a compelling mobile experience is a lot of work but it's not rocket science. At the most basic level, you need to: * Define your business objectives * Listen to your users * Meet the needs of both parties Let's break that down:
- 24. 1. Define YourBusiness Objectives If you are planning an app that doesn't support specific business goals in a tangible way, it is unlikely that you will be able to justify the cost of maintenance, updates or extended functionality after the initial release. In other words, it'll be dead on arrival. 2. Listen To Your Users Your users want to love your app. They want it to be awesome and to show it off to their friends. But how can a big brand know what its millions of users want? The answer is simple: Ask them. Social media is here - use it. Ask users what they want and - here's the hard part - actually listen to what they tell you. They're savvier than you think.
- 25. 3. Meet theneeds of both parties Once you have defined business objectives, you need to build analytics into your app to measure its effectiveness. This is something that should be discussed thoroughly, agreed upon in advance, and built into your app from day one. W H Y I S M O B I L E S O H A R D ? It is hard for large companies to deliver compelling mobile experiences. Why is that? I'll give you my top three reasons: • Legacy systems • Desire for control • Turf wars 1. Legacy Systems Most large companies have data silos all over the organization. These silos don't play nice with the "real-time, all the time" demand of mobile users. In other words, syncing your customer loyalty data and your POS transactions with a nightly batch script ain't gonna cut it in mobile. Obviously, modernizing core systems (e.g., CRM, SCM, ERP) is a massive and risky undertaking - e.g., fixing the plane in flight while performing a heart transplant on the pilot - but nonetheless, it needs to be done if you hope to move into the post-PC world your guests are already living in.
- 26. 2. Desire forControl ("We don't need to talk to our users. We know what they want.") It is hard for large organizations to come to grips with social media: now that it's easy to have a conversation with your consumers, your consumers expect you to have a conversation with them. They expect you to ask them questions. And when they take the time to give you feedback, they expect you to act on it. The days of ramming mediocre ideas through the marketplace with ad dollars are over. Before undertaking a mobile initiative, engage with your constituents. Simply ask them what they want. You'll probably find that the majority have at least one big "want" in common. Release a simple experience that does that one thing well. Encourage user feedback. Incorporate the feedback into your next release. Wash, rinse, repeat. 3. Turf Wars It has been my experience that the business units of large companies are financially incentivized to compete with each other. While this may lead to increased performance of individual BUs, it also leads to a lack of cooperation between them. This is a major stumbling block when it comes to mobile. Your customers don't care which business unit they are dealing with when they are interacting with your brand. They naturally assume that all parts of your company are working together in harmony. Why doesn't your online ordering website communicate with your loyalty rewards redemption app? Why can't your fancy barcode scanner app access supply chain data to estimate the delivery date of an out-of-stock item? That customers don't appreciate the level of effort required to create these sorts of experiences is immaterial. These are the expectations and if you don't deliver, someone else will. G E T T I N G B U Y- I N • Visionary leadership • Industry data • Customer data • Push back Almost by definition, big organizations move slowly. The upside of this is that they offer a lot of stability. The downside is that "slow" is diametrically opposed to the demands of their guests, who are more savvy and impatient than ever. Committing "random acts of mobility" will be seen for what it is - a desperate attempt to remain relevant without making the hard decisions necessary to actually be relevant. There may still be time for large companies to reset course but the window is closing.
- 27. Again, I'm nottrying to be all doom and gloom. I'm using every technique at my disposal to impress upon you the importance of doing the hard work to get mobile friendly. T H E A P P T H I N K B E Y O N D E M B R A C E T H E W H O L E P H O N E • Push • Email • SMS • Geo • Intents • Plugins • Social • Mobile Wallet • Game Center • Health Center • Passbook • Siri/Now Demo * Passbook * Google Now
- 28. T H EP H O N E T H I N K B E Y O N D C O N S T E L L AT I O N O F P E R I P H E R A L S • Watches • Cars • TVs • Lights • Appliances • Utilities • Rings • Belts • Glasses • Visors • 360º Cameras • Drones F U T U R E F R I E N D LY S Y S T E M S Future Friendly Systems So, given the magnitude of wireless and the challenge of dematerialization, how is an organization to re-tool for a post-industrial society? You can't just rebuild mission critical systems from scratch so the only feasible approach is to define a future architecture and make incremental changes that build toward it. The "future architecture" of which I speak will be different for every organization, but there are two characteristics that all will share: Smart Content and self-service APIs.
- 29. 1. Smart Content Deviceand platform fragmentation have made it impossible to know what situations your content will end up it. Some environments will support video, some won't. Some will render HTML and/or CSS. I'm willing to bet the next batch of smart devices will be screen-less and accessed solely via a Siri-like interaction. With this level of uncertainty, you need to equip your content to stand on its own in any context. S M A R T C O N T E N T • Contains metadata that describes what the data is about and allows for adaptability • Is free of display-related instructions • Is structured based on a natural atomic unit rather than context- specific containers 1. Smart Content * Contains metadata that describes what the data is about and allows for adaptability * Is free of display-related instructions (e.g., RTF, CSS, HTML) * Is structured based on a natural atomic unit (e.g., story, post, tweet, et al) rather than context- specific containers (e.g., pages, screens, windows) 2. Self-Service APIs
- 30. Your content andservices should be made available via networked self-service APIs. Access to these APIs may be limited to certain parties but should be open in the sense that various groups (e.g., other departments in your organization, registered 3rd-party developers, or the general public) should be able to access them without ongoing assistance from the publishing party. The beauty of a self-service API is that the possibilities are endless. There's no telling what your customers, employees, and partners will come up with. You could never in a million years build all the apps your constituents desire. Instead, give them the tools to do it themselves and they'll be happy to create their own experience. For example, if Starbucks published a simple REST-based web service that allowed customers to pull their own personal order history data, I guarantee you that within hours someone would hack together an app that would automatically post a tweet every time they bought a coffee. Once there, it's easy to imagine an affiliate program that made it economically feasible for 3rd party developers to build social media apps on top of a Starbucks API that would drive traffic from Facebook and Twitter to starbucks.com where folks could buy gift cards for their friend network. Win, win.
- 31. 3. Start Small Smartcontent and self-service APIs are backend constructs. When it comes time to build a front end, you want to start small. Mobile does not reward feature richness. Today, starting small means focusing on the smartphone experience. Tomorrow, starting small might mean watches...
- 32. Or glasses... Orcar dashboards... Or ??? S TA R T S M A L L • Design for most restrictive environment first • Forces hard decisions to the front of the process • Scaling up is much easier than scaling down Start Small • Design for most restrictive environment first • Forces hard decisions to the front of the process • Scaling up is much easier than scaling down Show and tell: Passbook Google Now
- 33. E M BR A C E M O B I L E Technology Demos We talked about the importance of smart content and self-service APIs but I know it can be hard to envision the benefits if you're only thinking about a single context, like an app. So, I've set up a couple simple demos to give you a feel for new user experiences that are feasible and powerful, but not yet in common use. I'm probably the first speaker in the history of history to say this, but: Please take out your phone, turn it on, and turn the volume up! T E X T H A M B U R G E R T O 3 1 3 1 3 1 T O J O I N E Z B U R G E R R E WA R D S A N D R E C E I V E 2 0 % O F F ! Imagine you're standing in line at your favorite burger joint and you see a sign asking to you text a keyword to a short code to join the loyalty program and receive a discount. (go ahead and do it!). With an effort that would be considered minuscule compared to building a native app for Android or iOS, you have create a mobile experience that: distracted the guest from her boring wait, delighted the guest with a discount, gained you a loyalty member, and captured a mobile phone number (which is arguably the most valuable marketing channel). TL;DR: You should be collecting mobile numbers. Imagine that you are all standing in line at the Hamburger Hut. You see a sign that says: "Text HAMBURGER to 313131 to join EzBurger Rewards and receive 20% off today's purchase!" [you send text] "Awesome! Thanks for joining. Show this text to the cashier to get your 20% discount. DISCOUNT CODE: REDCAT"
- 34. [DEMO: PHYSICAL WEBBEACONS] https://jonathanstark.com/labs/physical-web/ Other possibilities: * WIFI landing pages? * Robo calls? * Offsite POS? * Popup sites? * Virtual restaurants? Tesco's virtual subway supermarket http://dontbeahayter.com/2012/01/05/tesco-virtual-subway-supermarket/ I N - H O U S E V S O U T S O U R C E Working with 3rd Party Vendors? I've outlined a ton of possible strategies, tactics, tools, and technologies on you. I know you can't do everything at once. You're probably going to have to leverage outside vendors and services to jump start your progress.
- 35. The 64k questionis: Which capabilities you should be built in-house vs outsourced? Why outsource all the things your CEO, CMO, and guests care most about? Better to keep all guest facing touch points in-house and outsource infrastructure and back office applications wherever you can. Unfortunately, what I normally see in the wild is the exact reverse. R E A S O N S F O R R E V E R S A L • IT has owned the infrastructure and back office applications for so long they are considered synonymous. • The guest facing stuff is all brand new, so it seems easier to package up for someone else to do. I think there are two reasons for this: 1. IT has owned the infrastructure and back office applications for so long they are considered synonymous. But those items typically are not adding value, are well supported by a wide range of vendors, and - sorry for saying this but - are often very outdated. 2. The guest facing stuff is all brand new, so there is a desire to push it off on someone else because: a. it's possible to do so since it's not a crufty old system that would be easier to rebuild than document, b. the IT dept is too slammed with maintenance bs to imagine taking on incremental systems, c. the IT dept might need to do some skill building before they could take on a new type of work. [POINT: COMPANIES OUTSOURCE MOBILE BECAUSE THEY - WRONGLY - THINK IT'S SELF CONTAINED AND CAN BE DONE IN A VACUUM]
- 36. So, if youhave to outsource something, why not make it infrastructure or back office applications? Since GFSs are inherently public and visible to guests, they are more subject to changes in the marketplace than something like your accounting system. IOW - A GFS has hundreds of thousands of stakeholders where a BOS may only have a couple dozen. IMHO, a guest facing 3rd party system should be considered a stop gap measure (why would you trust a third party with your guest experience?). Working with vendors who allow you to integrate with their systems will allow you to start modernizing your backend interfaces. The ultimate goal is to replace their service with your own once you're backend can support it. In cases where you do decide to outsource a guest facing system, you're going to want to favor vendors who offer one (or both) of the following: * Programmatic API access to your data in their system * Webhooks support for "events of interest" [POINT: AVOID LOCK-IN!]
- 37. [POINT: THE WHOLETHING IS A DIFFICULT MIGRATION EXERCISE] That being the case, you want to have GFS in-house so you can turn on a dime. i.e., respond to the demands of the marketplace before anyone else. A press release about how "your loyalty vendor is working on their Apple Pay integration" isn't going to hold any sway with fickle consumers. Agility like this is typically only possible with in-house systems and can be used as a significant competitive advantage. [POINT: FLEXIBILITY IS A SIGNIFICANT COMPETITIVE ADVANTAGE] E V E RY T H I N G I S C H A N G I N G To wrap up... I'd like to close on a personal note. I've got two little kids (5yo and 1yo). As excited as I am about the future and the opportunities in front of us, I'm frankly a bit scared about what the world is going to look like in the next decade. One thing that I find particularly alarming is that most large organizations appear to be incapable of making the changes they need to make to keep up with their customers. Therefore, they are vulnerable to disruption from relatively small companies. If enough large scale disruption happens, I start to get nervous about things like the economy and unemployment - which as a Dad of two little kids is sobering.
- 38. TA K EA WAY S • Mobile is changing everything • Think beyond standalone apps • Use the whole phone • Rework your content until it's "smart" • Make data available via self-service APIs • Start small with new initiatives • Outsource your "plumbing" • Avoid lock-in from 3rd parties • Migrate guest-facing systems in-house Takeaways: • Mobile is changing everything • Think beyond standalone apps • Use the whole phone • Rework your content until it's "smart" • Make data available via self-service APIs • Start small with new initiatives • Outsource "plumbing" • Avoid lock-in from 3rd parties • Migrate guest-facing systems in-house C O M P L E T E LY E M B R A C E M O B I L E A S A P If you only remember one thing from this talk, it should be this: You must completely embrace mobile as soon as possible. You won't be mobile-first tomorrow, or maybe not even in 3 years; but if you can get the wheels in motion, start laying the ground work, and slowly but surely change the culture of your organization, then my kids could have a rich and rewarding future in the restaurant business :) Thank you so much for your attention. If we have time, I'd love to take some questions...
- 39. Questions? https://jonathanstark.com/ask Mobile consulting services: https://jonathanstark.com/ Businesscoaching for dev shops: https://expensiveproblem.com/