The document discusses the rise of mobile web usage and outlines key statistics. It notes that 43% of web usage now occurs on mobile devices like smartphones and tablets. It also provides market share data showing Google at 42% and Apple at 27% of the mobile OS market. The document advocates for mobile-friendly websites with condensed content and quick load times to improve the mobile user experience. It also suggests using multiple mobile channels like QR codes, URLs, and SMS to engage customers.

1. The
Rise
of
the
Mobile
Web
@TheTimHayden
October
17,
2011
Ÿ
#ESMBoston

3. Mobile Experience Solutions: Technology + Strategy

5. Source:
IDC
Mobile Experience Solutions: Technology + Strategy

6. Mobile Experience Solutions: Technology + Strategy

7. 16%
23%
Handheld
Tablet
Notebook
Desktop
18%
43%
4MM+
clicks
Jun-­‐Aug
2011
–
44Doors
Capture
Mobile Experience Solutions: Technology + Strategy

8. -­‐
2%,
Symbian
-­‐
2%,
Palm
-­‐
6%,
MicrosoU
-­‐
22%,
RIM
-­‐
42%,
Google
27%,
Apple
Google
ñ
6pts
|
RIM
ò
5pts
|
Apple
ñ
1pt
vs.
year
ago!
source:
comScore
MobiLens,
3
months
ending
July
2011

9. ¡ NFC:
Near-­‐Field
Communications
¡ DOH:
Digital
Out-­‐of-­‐Home
¡ Augmented
Reality
¡ Microsoft!
Mobile Experience Solutions: Technology + Strategy

10. Mobile Experience Solutions: Technology + Strategy

15. Sent
from
my
shiny
new
iPhone,
please
excuse
typos
Mobile Experience Solutions: Technology + Strategy

19. Mobile Experience Solutions: Technology + Strategy

21. Mobile
traffic
most
oUen
originates
from
a
search
engine,
whereby
locaZon
+
keywords
tell
you
where
they
are
and
what
they
are
looking
for,
and
you
must
respect
your
obligaZon
to
deliver
to
them
more
relevant
content.

22. Location
Device
Time/
Type
Context
Date
Language

23. Mobile
Friendly/Ready
• Mobile
Friendly
• Condensed
Content
(4-­‐10X
reduction
of
desktop
site)
• Navigation
limited
to
2-­‐3
actions
beyond
landing
page
• Quick
Load
Time
(you
have
<30
seconds!)
• Mobile
Ready
• Responsive
Design
• Data
feed
(API
–
location,
device,
A-­‐B
testing,
time/date)
with
CRM/profiling
platform
• Cross-­‐platform
tested!
AVOID
THE
BAD
CUSTOMER
EXPERIENCE!

24. Mobile Experience Solutions: Technology + Strategy

25. Facebook
Twitter
Email
CRM
Coupons
Mobile
Commerce
Mobile Experience Solutions: Technology + Strategy

26. 1,000,000
Clicks,
Scans
and
Texts
• QR
Code
Scan
35%
• SMS
Text
40%
• URL
(browser)
25%
• Unique
QR
code/URL
11%
• IP
Address
98%
• GPS
shared
60%

28. ¡ Keep
back-­‐and-­‐forth
(send/receive)
of
texts
to
a
maximum
of
3-­‐4
TOTAL
actions
¡ Upon
second
action,
consider
delivering
rich
media
MMS
(video,
coupon,
“call
to
action”
content)
¡ Explore
vendors
that
provide
real
10-­‐digit
phone
addresses
as
well
as
short
codes
¡ Better
used
at
events
and
in
direct
mail,
rather
than
in-­‐store
(where
time
may
be
a
challenging
factor)
Mobile Experience Solutions: Technology + Strategy

29. ¡ “Mobile
CompuZng”
will
change
everything
¡ Brevity
rules
the
moment,
in
terms
of
connecZon
+
copy
+
call-­‐to-­‐acZon
¡ Capitalize
on
natural,
current
behavior
¡ Be
pragmaZc
device
capabiliZes
¡ Offer
mulZple
channels
from
offline
to
online
(QR
Codes,
URLs,
SMS)
¡ Relevancy
improves
immediate
conversion,
AND
creates
WOM
(Word-­‐of-­‐Mouth)

30.
Mobile Experience Solutions: Technology + Strategy
Zm@44Doors.com
@TheTimHayden