SlideShare a Scribd company logo
The Dangers of the
Wrong Mobile Strategy



Theresa Neil
February, 2013
I work with companies on
                    UX strategy + design.




Theresa Neil



               Twitter: @theresaneil   Recent Book: Mobile Design Pattern Gallery
What Are The Dangers of Building the
Wrong Mobile Strategy?


•Wasted Time/Money
•Brand Degradation
•Increased Customer Attrition
•Falling Behind the Competition
Retail Example: Showrooming Phenomenon




                  38% of people who research an item on their
                  mobile device will go into the store and buy it
Photos: http://www.forbes.com/sites/forbeswomanfiles/2012/04/20/how-the-great-recession-strengthened-the-american-woman/
       http://www.apartmenttherapy.com/new-west-elm-store-opening-in-154871
Retail Example: Showrooming Phenomenon




             42% of people who use their phones at the store
             use them to track down a better deal elsewhere
Data: http://www.retail-digital.com/consumer_trends/bad-mobile-strategy-a-retailers-loss
Photos: http://lemurims.com/showrooming-show-me-the-money/   http://www.journal-advocate.com/sterling-local_news/ci_22531860/postal-service-announces-new-delivery-schedule
The Right Mobile Strategy Covers the Bases




   Companion Channels
   http://www.bizreport.com/2013/02/foresee-showrooming-as-much-of-an-opportunity-as-a-threat.html#
The Right Mobile Strategy Covers the Bases




   Companion Channels + New Ideas
How Can You Build an Effective
Mobile Strategy?

 •(Re) Research your customers
 •Explore how mobile can transform your
 business (update your business strategy to
 align with your new mobile objectives)

 •Select the right technology combination
 •Follow mobile best practices
http://blogs.sap.com/innovation/mobile-applications/dont-get-left-behind-with-a-bad-mobile-strategy-024238
Technology Options




Responsive Web
                 Optimized Sites
                                   Native Apps
Responsive Web




                      UIWindow
                      768 x 1024




  Cisco London 2012
Responsive Web

Ideal For
Informational Web Sites
Promotional Sites
Content Consumption Sites
  • Newspapers
  • Magazines
  • Blogs
  • Galleries
  • Portfolios


                            Starbucks
Optimized Sites


Some companies have only two variations:




Amazonʼs Classic Web Site & Tablet Site   Mobile Web Site
Optimized Sites


But trending towards three distinct experiences:




Classic Web Site      Tablet Web Site       Mobile Web Site
Responsive vs Optimized Sites


Web Sites              Web Apps
                       Search
Informational
                       Travel
Content Heavy
                       Retail
  • Newspapers         SaaS
  • Magazines          Productivity Tools
  • Blogs              (light-weight)
  • Galleries

Responsive             Optimized Sites
Native Apps

Defined An application that has been developed for use on a
particular platform or device.

Typically native apps are coded with:
Objective C for Apple
Java for Android and BlackBerry
C# or Visual Basic for Windows

But there are also other options:
Ruby Motion
MonoTouch and MonoDroid

Or a Hybrid:
HTML apps in a wrapper like
PhoneGap or Titanium
Optimized Sites vs Native Apps


Web Apps              Web Apps & Software
Search                 Everything on the left +
Travel                 Games or Tools w/
Retail                 • Complex Calculations
Productivity Tools     • Reporting/Charting
(light weight)         • Native Functionality
                       • Offline Access


 Optimized Sites      Native Apps
Lufthansaʼs Solution
Mobile Optimized + Native




Classic Web Site     Kiosk                Enterprise Applications




Native Tablet App    Native Mobile Apps   Mobile Optimized Site
Netflixʼs Solution
Classic Web + Native Apps




Classic Web Site     Hybrid Tablet Apps    Hybrid Mobile Apps




TV (Boxee)           Game Console (XBox)   Game Device (Playstation)
Starbucks Solution
Responsive Web + Native Apps




Responsive Web Site   Point of Sale     Grocery Store Integration?




Payments              Loyalty Program   Games
Gap: In the Danger Zone




  Optimized websites look good and work well!
Gap in the Danger Zone



                                       compared to




 Native Apps Fail: Donʼt just wrap your website!
Thank You
Follow me on Twitter @theresaneil

Follow me on Slideshare   http://www.slideshare.net/theresaneil


Read my OʼReilly books

More Related Content

What's hot

Introduction to iPhone App Development - midVentures DESIGN+DEVELOP
Introduction to iPhone App Development - midVentures DESIGN+DEVELOPIntroduction to iPhone App Development - midVentures DESIGN+DEVELOP
Introduction to iPhone App Development - midVentures DESIGN+DEVELOP
KeyLimeTie
 
HTML5 or Native Apps: Which Will it Be?
HTML5 or Native Apps: Which Will it Be?HTML5 or Native Apps: Which Will it Be?
HTML5 or Native Apps: Which Will it Be?
jwhatcott
 
App Publishing for Museums - iPhone, iPad and beyond
App Publishing for Museums - iPhone, iPad and beyondApp Publishing for Museums - iPhone, iPad and beyond
App Publishing for Museums - iPhone, iPad and beyond
Cogapp
 
BlackBerry 10 Enterprise Development
BlackBerry 10 Enterprise DevelopmentBlackBerry 10 Enterprise Development
BlackBerry 10 Enterprise Development
Simon HSU
 
Mobile email - chasing context
Mobile email -  chasing contextMobile email -  chasing context
Mobile email - chasing context
Anna Yeaman
 
Android 4.0 UI Design Tips
Android 4.0 UI Design TipsAndroid 4.0 UI Design Tips
Android 4.0 UI Design Tips
Justin Lee
 
Modular email templates
Modular email templatesModular email templates
Modular email templates
Anna Yeaman
 
Smile mobile 2015
Smile mobile 2015Smile mobile 2015
Smile mobile 2015
Оksana Logashuk
 
How to market your app
How to market your appHow to market your app
How to market your app
Ouriel Ohayon
 
Why "mobile first" isn't enough - Developing a better user experience
Why "mobile first" isn't enough - Developing a better user experienceWhy "mobile first" isn't enough - Developing a better user experience
Why "mobile first" isn't enough - Developing a better user experience
Kevin Powell
 
iPhone / iPad - Human Interface Guidelines
iPhone / iPad - Human Interface GuidelinesiPhone / iPad - Human Interface Guidelines
iPhone / iPad - Human Interface Guidelines
Martin Ebner
 
Useful Tools for Creating (& not developing) iOS/Android Apps
Useful Tools for Creating (& not developing) iOS/Android AppsUseful Tools for Creating (& not developing) iOS/Android Apps
Useful Tools for Creating (& not developing) iOS/Android Apps
momoahmedabad
 
打造你的第一個iPhone APP
打造你的第一個iPhone APP打造你的第一個iPhone APP
打造你的第一個iPhone APP
彼得潘 Pan
 
Facebook Ads & Sponsored Stories Guide (01/2013)
Facebook Ads & Sponsored Stories Guide (01/2013)Facebook Ads & Sponsored Stories Guide (01/2013)
Facebook Ads & Sponsored Stories Guide (01/2013)
Payam Rezvanian
 
iOS Human Interface Guidlines for iOS-Platforms
iOS Human Interface Guidlines for iOS-PlatformsiOS Human Interface Guidlines for iOS-Platforms
iOS Human Interface Guidlines for iOS-Platforms
Martin Ebner
 
Human Computer Interface Guidelines
Human Computer Interface GuidelinesHuman Computer Interface Guidelines
Human Computer Interface Guidelines
Martin Ebner
 
Tech Talk
Tech TalkTech Talk
Tech Talk
Edaise Germany
 
Ibm worklight - going from xpages mobile to native mobile applications
Ibm worklight - going from xpages mobile to native mobile applicationsIbm worklight - going from xpages mobile to native mobile applications
Ibm worklight - going from xpages mobile to native mobile applications
Mark Roden
 
Ads and sponsoredstories guide
Ads and sponsoredstories guideAds and sponsoredstories guide
Ads and sponsoredstories guide
AllFacebook.de
 
Human Interface Guidlines for Mobile Applications
Human Interface Guidlines for Mobile ApplicationsHuman Interface Guidlines for Mobile Applications
Human Interface Guidlines for Mobile Applications
Martin Ebner
 

What's hot (20)

Introduction to iPhone App Development - midVentures DESIGN+DEVELOP
Introduction to iPhone App Development - midVentures DESIGN+DEVELOPIntroduction to iPhone App Development - midVentures DESIGN+DEVELOP
Introduction to iPhone App Development - midVentures DESIGN+DEVELOP
 
HTML5 or Native Apps: Which Will it Be?
HTML5 or Native Apps: Which Will it Be?HTML5 or Native Apps: Which Will it Be?
HTML5 or Native Apps: Which Will it Be?
 
App Publishing for Museums - iPhone, iPad and beyond
App Publishing for Museums - iPhone, iPad and beyondApp Publishing for Museums - iPhone, iPad and beyond
App Publishing for Museums - iPhone, iPad and beyond
 
BlackBerry 10 Enterprise Development
BlackBerry 10 Enterprise DevelopmentBlackBerry 10 Enterprise Development
BlackBerry 10 Enterprise Development
 
Mobile email - chasing context
Mobile email -  chasing contextMobile email -  chasing context
Mobile email - chasing context
 
Android 4.0 UI Design Tips
Android 4.0 UI Design TipsAndroid 4.0 UI Design Tips
Android 4.0 UI Design Tips
 
Modular email templates
Modular email templatesModular email templates
Modular email templates
 
Smile mobile 2015
Smile mobile 2015Smile mobile 2015
Smile mobile 2015
 
How to market your app
How to market your appHow to market your app
How to market your app
 
Why "mobile first" isn't enough - Developing a better user experience
Why "mobile first" isn't enough - Developing a better user experienceWhy "mobile first" isn't enough - Developing a better user experience
Why "mobile first" isn't enough - Developing a better user experience
 
iPhone / iPad - Human Interface Guidelines
iPhone / iPad - Human Interface GuidelinesiPhone / iPad - Human Interface Guidelines
iPhone / iPad - Human Interface Guidelines
 
Useful Tools for Creating (& not developing) iOS/Android Apps
Useful Tools for Creating (& not developing) iOS/Android AppsUseful Tools for Creating (& not developing) iOS/Android Apps
Useful Tools for Creating (& not developing) iOS/Android Apps
 
打造你的第一個iPhone APP
打造你的第一個iPhone APP打造你的第一個iPhone APP
打造你的第一個iPhone APP
 
Facebook Ads & Sponsored Stories Guide (01/2013)
Facebook Ads & Sponsored Stories Guide (01/2013)Facebook Ads & Sponsored Stories Guide (01/2013)
Facebook Ads & Sponsored Stories Guide (01/2013)
 
iOS Human Interface Guidlines for iOS-Platforms
iOS Human Interface Guidlines for iOS-PlatformsiOS Human Interface Guidlines for iOS-Platforms
iOS Human Interface Guidlines for iOS-Platforms
 
Human Computer Interface Guidelines
Human Computer Interface GuidelinesHuman Computer Interface Guidelines
Human Computer Interface Guidelines
 
Tech Talk
Tech TalkTech Talk
Tech Talk
 
Ibm worklight - going from xpages mobile to native mobile applications
Ibm worklight - going from xpages mobile to native mobile applicationsIbm worklight - going from xpages mobile to native mobile applications
Ibm worklight - going from xpages mobile to native mobile applications
 
Ads and sponsoredstories guide
Ads and sponsoredstories guideAds and sponsoredstories guide
Ads and sponsoredstories guide
 
Human Interface Guidlines for Mobile Applications
Human Interface Guidlines for Mobile ApplicationsHuman Interface Guidlines for Mobile Applications
Human Interface Guidlines for Mobile Applications
 

Viewers also liked

The Best Windows Phone Apps 2013: A Designers Collection
The Best Windows Phone Apps 2013: A Designers CollectionThe Best Windows Phone Apps 2013: A Designers Collection
The Best Windows Phone Apps 2013: A Designers Collection
Theresa Neil
 
UX Design Process: Presente y Futuro - Alfonso Falconi
UX Design Process: Presente y Futuro - Alfonso FalconiUX Design Process: Presente y Futuro - Alfonso Falconi
UX Design Process: Presente y Futuro - Alfonso Falconi
GeneXus
 
Advanced twitter for_nouns_
Advanced twitter for_nouns_Advanced twitter for_nouns_
Advanced twitter for_nouns_
Douglas Lee Miller
 
How to manage trade show leads and link them to CRM
How to manage trade show leads and link them to CRMHow to manage trade show leads and link them to CRM
How to manage trade show leads and link them to CRM
Doug Noftall
 
Open source for eCommerce by Somokant Sharma, Iksula
Open source for eCommerce by Somokant Sharma, IksulaOpen source for eCommerce by Somokant Sharma, Iksula
Open source for eCommerce by Somokant Sharma, Iksula
Iksula
 
Iksula Ecommerce Consulting Services
Iksula Ecommerce Consulting ServicesIksula Ecommerce Consulting Services
Iksula Ecommerce Consulting Services
Iksula
 
Wilsons Go To Sweden
Wilsons  Go  To  SwedenWilsons  Go  To  Sweden
Wilsons Go To Sweden
The World
 
SEO in 2016
SEO in 2016SEO in 2016
Wilsons Go To Sweden
Wilsons  Go  To  SwedenWilsons  Go  To  Sweden
Wilsons Go To Sweden
The World
 
An open discussion on blogging - Manchester HUG
An open discussion on blogging - Manchester HUGAn open discussion on blogging - Manchester HUG
An open discussion on blogging - Manchester HUG
Digital 22 Online Limited
 
Problem Solving for Conceptual Understanding
Problem Solving for Conceptual UnderstandingProblem Solving for Conceptual Understanding
Problem Solving for Conceptual Understanding
barkletk
 
Non Profit Fundraising Through Entertainment
Non Profit Fundraising Through EntertainmentNon Profit Fundraising Through Entertainment
Non Profit Fundraising Through Entertainment
Douglas Lee Miller
 
Step by step Virtual PC installation
Step by step Virtual PC installationStep by step Virtual PC installation
Step by step Virtual PC installation
mr kool
 
Booz allen capabilities_and_expertise_brochure
Booz allen capabilities_and_expertise_brochureBooz allen capabilities_and_expertise_brochure
Booz allen capabilities_and_expertise_brochure
salamawawdeh
 
Erica Lehman Emmer Presentation
Erica Lehman Emmer PresentationErica Lehman Emmer Presentation
Erica Lehman Emmer Presentation
ericalehman
 
3 levels of hangouts for #highered
3 levels of hangouts for #highered3 levels of hangouts for #highered
3 levels of hangouts for #highered
Douglas Lee Miller
 
Why Iksula chose Internet Retail
Why Iksula chose Internet RetailWhy Iksula chose Internet Retail
Why Iksula chose Internet Retail
Iksula
 

Viewers also liked (17)

The Best Windows Phone Apps 2013: A Designers Collection
The Best Windows Phone Apps 2013: A Designers CollectionThe Best Windows Phone Apps 2013: A Designers Collection
The Best Windows Phone Apps 2013: A Designers Collection
 
UX Design Process: Presente y Futuro - Alfonso Falconi
UX Design Process: Presente y Futuro - Alfonso FalconiUX Design Process: Presente y Futuro - Alfonso Falconi
UX Design Process: Presente y Futuro - Alfonso Falconi
 
Advanced twitter for_nouns_
Advanced twitter for_nouns_Advanced twitter for_nouns_
Advanced twitter for_nouns_
 
How to manage trade show leads and link them to CRM
How to manage trade show leads and link them to CRMHow to manage trade show leads and link them to CRM
How to manage trade show leads and link them to CRM
 
Open source for eCommerce by Somokant Sharma, Iksula
Open source for eCommerce by Somokant Sharma, IksulaOpen source for eCommerce by Somokant Sharma, Iksula
Open source for eCommerce by Somokant Sharma, Iksula
 
Iksula Ecommerce Consulting Services
Iksula Ecommerce Consulting ServicesIksula Ecommerce Consulting Services
Iksula Ecommerce Consulting Services
 
Wilsons Go To Sweden
Wilsons  Go  To  SwedenWilsons  Go  To  Sweden
Wilsons Go To Sweden
 
SEO in 2016
SEO in 2016SEO in 2016
SEO in 2016
 
Wilsons Go To Sweden
Wilsons  Go  To  SwedenWilsons  Go  To  Sweden
Wilsons Go To Sweden
 
An open discussion on blogging - Manchester HUG
An open discussion on blogging - Manchester HUGAn open discussion on blogging - Manchester HUG
An open discussion on blogging - Manchester HUG
 
Problem Solving for Conceptual Understanding
Problem Solving for Conceptual UnderstandingProblem Solving for Conceptual Understanding
Problem Solving for Conceptual Understanding
 
Non Profit Fundraising Through Entertainment
Non Profit Fundraising Through EntertainmentNon Profit Fundraising Through Entertainment
Non Profit Fundraising Through Entertainment
 
Step by step Virtual PC installation
Step by step Virtual PC installationStep by step Virtual PC installation
Step by step Virtual PC installation
 
Booz allen capabilities_and_expertise_brochure
Booz allen capabilities_and_expertise_brochureBooz allen capabilities_and_expertise_brochure
Booz allen capabilities_and_expertise_brochure
 
Erica Lehman Emmer Presentation
Erica Lehman Emmer PresentationErica Lehman Emmer Presentation
Erica Lehman Emmer Presentation
 
3 levels of hangouts for #highered
3 levels of hangouts for #highered3 levels of hangouts for #highered
3 levels of hangouts for #highered
 
Why Iksula chose Internet Retail
Why Iksula chose Internet RetailWhy Iksula chose Internet Retail
Why Iksula chose Internet Retail
 

Similar to The Dangers of the Wrong Mobile Strategy

Insights on Android App Development, Marketing and Monetization
Insights on Android App Development, Marketing and MonetizationInsights on Android App Development, Marketing and Monetization
Insights on Android App Development, Marketing and Monetization
Jayneel Patel
 
Responsive Design: Where, Why and How | Imagine 2013 Strategic Marketing
Responsive Design: Where, Why and How | Imagine 2013 Strategic MarketingResponsive Design: Where, Why and How | Imagine 2013 Strategic Marketing
Responsive Design: Where, Why and How | Imagine 2013 Strategic Marketing
Atwix
 
Status of the Mobile market, Apps and Augmented Reality
Status of the Mobile market, Apps and Augmented RealityStatus of the Mobile market, Apps and Augmented Reality
Status of the Mobile market, Apps and Augmented Reality
szabolcs budahazy
 
Get Mobile | Mobile & Digital Marketing | Crystal Olig | Upward | Oxiem
Get Mobile | Mobile & Digital Marketing | Crystal Olig | Upward | OxiemGet Mobile | Mobile & Digital Marketing | Crystal Olig | Upward | Oxiem
Get Mobile | Mobile & Digital Marketing | Crystal Olig | Upward | Oxiem
Lessing-Flynn
 
Mobile presence & location based marketing
Mobile presence & location based marketingMobile presence & location based marketing
Mobile presence & location based marketing
Priyanka Rana
 
Effective Mobile Marketing
Effective Mobile Marketing Effective Mobile Marketing
Effective Mobile Marketing
Blake Sirach
 
Are you ready for mobile revolution? - Babar Baig
Are you ready for mobile revolution? - Babar BaigAre you ready for mobile revolution? - Babar Baig
Are you ready for mobile revolution? - Babar Baig
OWLAI
 
The future of mobile marketing and the benefits of web apps @ Riga Comm 2013
The future of mobile marketing and the benefits of web apps @ Riga Comm 2013The future of mobile marketing and the benefits of web apps @ Riga Comm 2013
The future of mobile marketing and the benefits of web apps @ Riga Comm 2013
webapptool
 
Technological Strategies & Monetization
Technological Strategies & MonetizationTechnological Strategies & Monetization
Technological Strategies & Monetization
Ivano Malavolta
 
Mobile Mania: What You Need to Know to Kick-Start Your Strategy (UK)
Mobile Mania: What You Need to Know to Kick-Start Your Strategy (UK)Mobile Mania: What You Need to Know to Kick-Start Your Strategy (UK)
Mobile Mania: What You Need to Know to Kick-Start Your Strategy (UK)
Hubbard One
 
Responsive Web Design - Why and How
Responsive Web Design - Why and HowResponsive Web Design - Why and How
Responsive Web Design - Why and How
Judi Wunderlich
 
#MobileInAction - iRecruitExpo June 2013, Amsterdam
#MobileInAction - iRecruitExpo June 2013, Amsterdam#MobileInAction - iRecruitExpo June 2013, Amsterdam
#MobileInAction - iRecruitExpo June 2013, Amsterdam
Dave Martin
 
Mobile Strategy for Small Businesses - SME Mobile Strategies 2014
Mobile Strategy for Small Businesses - SME Mobile Strategies 2014Mobile Strategy for Small Businesses - SME Mobile Strategies 2014
Mobile Strategy for Small Businesses - SME Mobile Strategies 2014
Bridget Randolph
 
Mobile websites
Mobile websitesMobile websites
Mobile websites
TechSoup Canada
 
Mobilegeddon & the Social Web: How to Prepare
Mobilegeddon & the Social Web: How to PrepareMobilegeddon & the Social Web: How to Prepare
Mobilegeddon & the Social Web: How to Prepare
Social Media for Nonprofits
 
Be Smart Be Mobile
Be Smart Be MobileBe Smart Be Mobile
Be Smart Be Mobile
George Ioannou
 
User Focus 2014 - Choosing The Right Mobile Approach
User Focus 2014 - Choosing The Right Mobile ApproachUser Focus 2014 - Choosing The Right Mobile Approach
User Focus 2014 - Choosing The Right Mobile Approach
Jasper Liu
 
Mobile Marketing
Mobile MarketingMobile Marketing
Mobile Marketing
clearbold
 
E commerce course_june_2010_dan_bond
E commerce course_june_2010_dan_bondE commerce course_june_2010_dan_bond
E commerce course_june_2010_dan_bond
Daniel Bond
 
Mobile Strategy for Small Businesses - BrightonSEO 2013
Mobile Strategy for Small Businesses - BrightonSEO 2013Mobile Strategy for Small Businesses - BrightonSEO 2013
Mobile Strategy for Small Businesses - BrightonSEO 2013
Bridget Randolph
 

Similar to The Dangers of the Wrong Mobile Strategy (20)

Insights on Android App Development, Marketing and Monetization
Insights on Android App Development, Marketing and MonetizationInsights on Android App Development, Marketing and Monetization
Insights on Android App Development, Marketing and Monetization
 
Responsive Design: Where, Why and How | Imagine 2013 Strategic Marketing
Responsive Design: Where, Why and How | Imagine 2013 Strategic MarketingResponsive Design: Where, Why and How | Imagine 2013 Strategic Marketing
Responsive Design: Where, Why and How | Imagine 2013 Strategic Marketing
 
Status of the Mobile market, Apps and Augmented Reality
Status of the Mobile market, Apps and Augmented RealityStatus of the Mobile market, Apps and Augmented Reality
Status of the Mobile market, Apps and Augmented Reality
 
Get Mobile | Mobile & Digital Marketing | Crystal Olig | Upward | Oxiem
Get Mobile | Mobile & Digital Marketing | Crystal Olig | Upward | OxiemGet Mobile | Mobile & Digital Marketing | Crystal Olig | Upward | Oxiem
Get Mobile | Mobile & Digital Marketing | Crystal Olig | Upward | Oxiem
 
Mobile presence & location based marketing
Mobile presence & location based marketingMobile presence & location based marketing
Mobile presence & location based marketing
 
Effective Mobile Marketing
Effective Mobile Marketing Effective Mobile Marketing
Effective Mobile Marketing
 
Are you ready for mobile revolution? - Babar Baig
Are you ready for mobile revolution? - Babar BaigAre you ready for mobile revolution? - Babar Baig
Are you ready for mobile revolution? - Babar Baig
 
The future of mobile marketing and the benefits of web apps @ Riga Comm 2013
The future of mobile marketing and the benefits of web apps @ Riga Comm 2013The future of mobile marketing and the benefits of web apps @ Riga Comm 2013
The future of mobile marketing and the benefits of web apps @ Riga Comm 2013
 
Technological Strategies & Monetization
Technological Strategies & MonetizationTechnological Strategies & Monetization
Technological Strategies & Monetization
 
Mobile Mania: What You Need to Know to Kick-Start Your Strategy (UK)
Mobile Mania: What You Need to Know to Kick-Start Your Strategy (UK)Mobile Mania: What You Need to Know to Kick-Start Your Strategy (UK)
Mobile Mania: What You Need to Know to Kick-Start Your Strategy (UK)
 
Responsive Web Design - Why and How
Responsive Web Design - Why and HowResponsive Web Design - Why and How
Responsive Web Design - Why and How
 
#MobileInAction - iRecruitExpo June 2013, Amsterdam
#MobileInAction - iRecruitExpo June 2013, Amsterdam#MobileInAction - iRecruitExpo June 2013, Amsterdam
#MobileInAction - iRecruitExpo June 2013, Amsterdam
 
Mobile Strategy for Small Businesses - SME Mobile Strategies 2014
Mobile Strategy for Small Businesses - SME Mobile Strategies 2014Mobile Strategy for Small Businesses - SME Mobile Strategies 2014
Mobile Strategy for Small Businesses - SME Mobile Strategies 2014
 
Mobile websites
Mobile websitesMobile websites
Mobile websites
 
Mobilegeddon & the Social Web: How to Prepare
Mobilegeddon & the Social Web: How to PrepareMobilegeddon & the Social Web: How to Prepare
Mobilegeddon & the Social Web: How to Prepare
 
Be Smart Be Mobile
Be Smart Be MobileBe Smart Be Mobile
Be Smart Be Mobile
 
User Focus 2014 - Choosing The Right Mobile Approach
User Focus 2014 - Choosing The Right Mobile ApproachUser Focus 2014 - Choosing The Right Mobile Approach
User Focus 2014 - Choosing The Right Mobile Approach
 
Mobile Marketing
Mobile MarketingMobile Marketing
Mobile Marketing
 
E commerce course_june_2010_dan_bond
E commerce course_june_2010_dan_bondE commerce course_june_2010_dan_bond
E commerce course_june_2010_dan_bond
 
Mobile Strategy for Small Businesses - BrightonSEO 2013
Mobile Strategy for Small Businesses - BrightonSEO 2013Mobile Strategy for Small Businesses - BrightonSEO 2013
Mobile Strategy for Small Businesses - BrightonSEO 2013
 

More from Theresa Neil

Just Make Me a Dashboard!
Just Make Me a Dashboard!Just Make Me a Dashboard!
Just Make Me a Dashboard!
Theresa Neil
 
UX Best Practices
UX Best PracticesUX Best Practices
UX Best Practices
Theresa Neil
 
Navigation Patterns for Mobile Optimized Retail Sites
Navigation Patterns for Mobile Optimized Retail SitesNavigation Patterns for Mobile Optimized Retail Sites
Navigation Patterns for Mobile Optimized Retail Sites
Theresa Neil
 
Navigation Patterns for iOS, Android and More
Navigation Patterns for iOS, Android and MoreNavigation Patterns for iOS, Android and More
Navigation Patterns for iOS, Android and More
Theresa Neil
 
RIA Screen Layouts
RIA Screen LayoutsRIA Screen Layouts
RIA Screen Layouts
Theresa Neil
 
Designers vs Developers- Coming together to build the best RIAs
Designers vs Developers- Coming together to build the best RIAsDesigners vs Developers- Coming together to build the best RIAs
Designers vs Developers- Coming together to build the best RIAs
Theresa Neil
 

More from Theresa Neil (6)

Just Make Me a Dashboard!
Just Make Me a Dashboard!Just Make Me a Dashboard!
Just Make Me a Dashboard!
 
UX Best Practices
UX Best PracticesUX Best Practices
UX Best Practices
 
Navigation Patterns for Mobile Optimized Retail Sites
Navigation Patterns for Mobile Optimized Retail SitesNavigation Patterns for Mobile Optimized Retail Sites
Navigation Patterns for Mobile Optimized Retail Sites
 
Navigation Patterns for iOS, Android and More
Navigation Patterns for iOS, Android and MoreNavigation Patterns for iOS, Android and More
Navigation Patterns for iOS, Android and More
 
RIA Screen Layouts
RIA Screen LayoutsRIA Screen Layouts
RIA Screen Layouts
 
Designers vs Developers- Coming together to build the best RIAs
Designers vs Developers- Coming together to build the best RIAsDesigners vs Developers- Coming together to build the best RIAs
Designers vs Developers- Coming together to build the best RIAs
 

The Dangers of the Wrong Mobile Strategy

  • 1. The Dangers of the Wrong Mobile Strategy Theresa Neil February, 2013
  • 2. I work with companies on UX strategy + design. Theresa Neil Twitter: @theresaneil Recent Book: Mobile Design Pattern Gallery
  • 3. What Are The Dangers of Building the Wrong Mobile Strategy? •Wasted Time/Money •Brand Degradation •Increased Customer Attrition •Falling Behind the Competition
  • 4. Retail Example: Showrooming Phenomenon 38% of people who research an item on their mobile device will go into the store and buy it Photos: http://www.forbes.com/sites/forbeswomanfiles/2012/04/20/how-the-great-recession-strengthened-the-american-woman/ http://www.apartmenttherapy.com/new-west-elm-store-opening-in-154871
  • 5. Retail Example: Showrooming Phenomenon 42% of people who use their phones at the store use them to track down a better deal elsewhere Data: http://www.retail-digital.com/consumer_trends/bad-mobile-strategy-a-retailers-loss Photos: http://lemurims.com/showrooming-show-me-the-money/ http://www.journal-advocate.com/sterling-local_news/ci_22531860/postal-service-announces-new-delivery-schedule
  • 6. The Right Mobile Strategy Covers the Bases Companion Channels http://www.bizreport.com/2013/02/foresee-showrooming-as-much-of-an-opportunity-as-a-threat.html#
  • 7. The Right Mobile Strategy Covers the Bases Companion Channels + New Ideas
  • 8. How Can You Build an Effective Mobile Strategy? •(Re) Research your customers •Explore how mobile can transform your business (update your business strategy to align with your new mobile objectives) •Select the right technology combination •Follow mobile best practices http://blogs.sap.com/innovation/mobile-applications/dont-get-left-behind-with-a-bad-mobile-strategy-024238
  • 9. Technology Options Responsive Web Optimized Sites Native Apps
  • 10. Responsive Web UIWindow 768 x 1024 Cisco London 2012
  • 11. Responsive Web Ideal For Informational Web Sites Promotional Sites Content Consumption Sites • Newspapers • Magazines • Blogs • Galleries • Portfolios Starbucks
  • 12. Optimized Sites Some companies have only two variations: Amazonʼs Classic Web Site & Tablet Site Mobile Web Site
  • 13. Optimized Sites But trending towards three distinct experiences: Classic Web Site Tablet Web Site Mobile Web Site
  • 14. Responsive vs Optimized Sites Web Sites Web Apps Search Informational Travel Content Heavy Retail • Newspapers SaaS • Magazines Productivity Tools • Blogs (light-weight) • Galleries Responsive Optimized Sites
  • 15. Native Apps Defined An application that has been developed for use on a particular platform or device. Typically native apps are coded with: Objective C for Apple Java for Android and BlackBerry C# or Visual Basic for Windows But there are also other options: Ruby Motion MonoTouch and MonoDroid Or a Hybrid: HTML apps in a wrapper like PhoneGap or Titanium
  • 16. Optimized Sites vs Native Apps Web Apps Web Apps & Software Search Everything on the left + Travel Games or Tools w/ Retail • Complex Calculations Productivity Tools • Reporting/Charting (light weight) • Native Functionality • Offline Access Optimized Sites Native Apps
  • 17. Lufthansaʼs Solution Mobile Optimized + Native Classic Web Site Kiosk Enterprise Applications Native Tablet App Native Mobile Apps Mobile Optimized Site
  • 18. Netflixʼs Solution Classic Web + Native Apps Classic Web Site Hybrid Tablet Apps Hybrid Mobile Apps TV (Boxee) Game Console (XBox) Game Device (Playstation)
  • 19. Starbucks Solution Responsive Web + Native Apps Responsive Web Site Point of Sale Grocery Store Integration? Payments Loyalty Program Games
  • 20. Gap: In the Danger Zone Optimized websites look good and work well!
  • 21. Gap in the Danger Zone compared to Native Apps Fail: Donʼt just wrap your website!
  • 22. Thank You Follow me on Twitter @theresaneil Follow me on Slideshare http://www.slideshare.net/theresaneil Read my OʼReilly books