Presented at the IT Leaders Forum- Executive Networks. 20 minute intro used to start a discussion on 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
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