Learn the DOs and DON’Ts of a Successful Mobile Strategy. Mobile continues to be the hottest technology sector. The iPhone has reached 3 billion downloads. Android devices are now available on every major carrier in the United States. And the mobile web once again doubled last year. People and businesses are waking up to the reality that mobile is the next big thing. With this realization comes another pressing question: What should our mobile strategy be? Similar to the early days of the Internet, we’re seeing companies answer this fundamental question in many different ways. Learn from both the outstanding success and cringe-worthy failures of others as you begin to formulate your plans for navigating the mobile landscape. Finally, we’ll look at methods for evaluating mobile strategies based on demographics, mobile context, and the unique characteristics of mobile devices.

1. Get Me a Mobile Strategy
or You’re Fired!
Jason Grigsby
Slides: slideshare.com/grigs
@grigs • jason@cloudfour.com
cloudfour.com • mobileportand.com

3. We’ve been here before...

4. and it wasn’t pretty.

5. Mobile is Disruptive Technology
http://www.flickr.com/photos/talkephotography/4523849236/ Creative Commons BY-NC-SA 2.0

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Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

7. Opera Mini Traffic Increases
Usage up 200% year-over-year
http://www.opera.com/media/smw/

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Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

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Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

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Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

11. The Gold Rush is On!

12. http://www.flickr.com/photos/76074333@N00/317952268/ |
http://futuristmovie.com Creative Commons BY-NC-SA 2.0

18. DON’Ts
#1 Don’t Assume Customers
Have Downloaded Your App

23. DON’Ts
#2 Don’t Rely on Flash

24. Plants vs. Zombies

27. DON’Ts
#3 Don’t Make Finding Store
Locations & Hours Difficult

39. Do as We Say, Not as We do.
http://www.mac-wallpapers.com/Apple-Wallpapers/white-apple-logo-wallpaper/

40. DON’Ts
#4 Simple to Use Does Not
Mean Dumb

41. Don’t Skip Core Functionality
How Do I Add an RSS Feed to My RSS Reader?

42. 1024 x 768: Still No Way to Add RSS

43. Why Can’t You Subscribe to Podcasts in iTunes?

44. Digital Hub Strategy Sucks
Mobile is Primary Experience

45. Shake the App to Find a Random Gift?
Source: http://www.getelastic.com/mobile-app-dos-donts/

46. DON’Ts
#5 Don’t forget that the ‘U’ in
URL stands for Universal*
* it actually stands for ‘uniform.’ ah well, close enough. ;-)

47. URLs Should Go to Content, Not Mobile Home

48. Why go to the Desktop Web?

49. Great Mobile Site. Good Luck Finding it.

50. URLs Don’t Open Apps

51. Why can’t I learn about iPad apps on my iPhone?

52. Should the iPad Get Your Mobile Site?

53. Device Detection Must Be
Core Part of Your Mobile Strategy
http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes

54. DOs
#1 Know Your Customers and
What Devices They Use

56. “ Two new devices aimed at defending
the firm's crumbling market share
”
against threats like the Apple iPhone.
http://www.mobile-weblog.com/50226711/rim_releases_two_new_smartphones.php

57. http://www.flickr.com/photos/earlysound/2710970750/ Creative Commons

58. Blackberry Market Share Since iPhone Release
20
15
10
5
0
2007 2008 2009

59. U.S. Smartphone Platforms
Nov-09 Feb-10 Point Change
RIM 40.8% 42.1% 1.3
Apple 25.5% 25.4% -0.1
Microsoft 19.1% 15.1% -4.0
Google 3.8% 9.0% 5.2
Palm 7.2% 5.4% -1.8
http://www.comscore.com/Press_Events/Press_Releases/2010/4/
comScore_Reports_February_2010_U.S._Mobile_Subscriber_Market_Share

60. iPhone Only Part of World Wide Market
Symbian RIM iPhone Windows Mobile Linux
Android WebOS
90000
80878
67500
45000
34346
24889 22500
15027
8126
6798 0
1112
2009 Smartphone Sales — Thousands of Units
http://www.gartner.com/it/page.jsp?id=1306513

61. Android Shipping 60,000 Phones a Day
Androlib: http://bit.ly/chBp1c | RCR Wireless: http://bit.ly/cZaxBk | Mobile Marketing Watch: http://bit.ly/cPCOnA

62. 115 Android Phones Announced or Shipping
Acer beTouch E110 – March HTC Paradise Motorola Morrison – Cliq – DEXT
Acer beTouch E400 – April HTC Magic – Sapphire – T-Mobile myTouch 3G – Motorola Motoroi – Sholes Tablet – XT720
Acer Liquid – A1 Google Ion – Dopod A6188 Motorola MT710
Alcatel OT-980 – May HTC myTouch Slide – MyTouch 2 – Espresso – May Motorola Opus One – Boost Mobile i1
Bluebird Pidion BIP-6000 17th Motorola Sholes – XT701
Chinavision The Robot Superphone – CVNC-M80 HTC Passion – Dragon – Zoom 2 – Nexus One – Motorola Quench – Cliq XT – Zeppelin – XT800
Cool F910 – Apanda A60 GooglePhone Philips V808
Compulab Exeda HTC Predator Philips V900
Dell Aero HTC Scorpion – Late 2010 Qigi i6
Dell Mini 5 – Streak Huawei RBM2 – Der Allrounder – Red Bull Mobile Samsung Beam i8520 – Halo
Dell Ophone mini3i – Benzine Huawei U8220 – U82226 – U8230 – T-Mobile Pulse Samsung Behold 2 T939
Foxda C8901 Huawei U8100 – U8110 – T-Mobile Pulse Mini Samsung Bigfoot
Garmin Nuvifone A50 Huawei U8300 Samsung Galaxy i7500
Geek Phone One Huawei U8800 Samsung Galaxy Lite i5700 – Galaxy Mini – Spica –
General Mobile Brava Inbrics M1 Galaxy Portal
General Mobile Cosmos – March Innocomm Skate Samsung Galaxy S
General Mobile Cosmos 2 – June Kogan Agora Samsung Houdini
General Mobile DSTL1 Koolu Freerunner – Openmoko GTA02 Samsung i899
General Mobile Touch Stone – Late 2010 Kyocera Zio M6000 – July Samsung M100S – SHW-M100S
Gigabyte GSmart Codfish G1305 Lenovo O1 Ophone Samsung Moment – InstinctQ m900
Gigabyte GSmart – S1200 Android Lenovo LeName Samsung Saturn i6500
Haier H7 LG Andro-1 – KH5200 Saygus VPhone V1
HighScreen PP5420 LG GT540 Swift – April Sciphone N12
HighScreen Zeus LG GW620 InTouch Max – Eve – Etna Sciphone N16
Hisense HS-E90 LG GW880 Amundsen Sciphone N17
HKC Pearl LG LU2300 – June Sciphone N19
HTC Bahamas LG Prada 3 – LS680 Sciphone N21
HTC Click – Fiesta – Tattoo Lumigon T1 – May Sony Ericsson Sunny
HTC Desire – Bravo – Incredible – March 26th Lumigon S1 – June Sony Ericsson Susan
HTC Desire 6200 – Verizon Droid Eris Lumigon E1 Sony Ericsson XPERIA X10 – Infinity – March
HTC Dragon Motorola Backflip – Motus Sony Ericsson XPERIA X10 Mini – Robyn – June
HTC Dream – T-Mobile G1 Motorola Devour A555 – Calgary – February 25th Sony Ericsson XPERIA X10 Mini ProJune
HTC Evo – Supersonic – A9292 Motorola Droid – Sholes – Tao – Milestone Sunno S880
HTC Hero – G2 Touch Motorola Heron Tiger G3
HTC Halo Motorola i1 Vibo A688
HTC Huangshan Motorola LaJolla ZiiLABS Zii Trinity
HTC Legend – March 30th Motorola MB511 – Ruth ZTE Blade
HTC Lancaster Motorola MB200 ZTE Smooth
HTC Liberty Motorola MB300 ZTE Racer
HTC Memphis Motorola Mirage – Shadow – Nexus Two
http://www.googleandblog.com/faq-about-google-android/

64. Know Your Demographics
Blackberry has Emerging markets
40% 80%
global enterprise of worldwide
mobile market. MMS traffic.

65. Know Your Geography
Blackberry has Sharp sells
37% 80%
Latin America of its phones in
smartphone market. Japan, leads market.
Most popular phone for youth in Brazil is Blackberry.
Blackberry Messenger is Addictive. Network Effects.
Source: http://bit.ly/dlpGt8

66. What are your customers using?
Ask Them
Use Mobile Analytics

67. DOs
#2 Look beyond native apps to
mobile web, SMS & MMS

68. Some concerns about Snackable methods.

69. BMW Turned $70k MMS into $45M Revenue

72. CHALLENGE:
Find a single report that doesn’t show
exponential growth for mobile web.

76. Flirtomatic
$15M in Revenue
• $12 per month from 175,000
paying customers
• 30% use the service seven
times a day
• Sold 28,000 virtual gifts in the
five days between Boxing Day
and New Year’s Eve
Source: http://bit.ly/cck1xE | http://bit.ly/dpHbak

77. DOs
#3 Apps for Your Most Loyal
Customers, Add Value

78. iPhone App Generated $400M in 2009

79. Second App for Most Avid Deal Hunters

80. Reward People for Downloading Your App
Take Advantage of Mobile Capabilities

81. DOs
#4 Consistent Experience
Across Devices and Offline

82. Holistic Customer Experience
http://www.getelastic.com/mobile-app-dos-donts/

84. Drive Offline Sales with Mobile Apps
http://www.getelastic.com/offline-sales-mobile-apps/

85. DOs
#5 Understand Mobile Context

86. Create a product,
don’t re-imagine one
for small screens.
Great mobile
products are created,
never ported.
–Brian Fling

87. Mobile’s Eight Unique Abilities
personal
permanently carried
always on
built-in payment channel
creative impulse
social context
location aware
accurate audience measurement
augmented reality
http://bit.ly/b3oUtH | http://bit.ly/92TYAR

88. Google’s Three Mobile Behavior Groups
Repetitive now
Bored now
Urgent now
http://www.informationweek.com/blog/main/archives/2007/04/google_lays_out.html

89. CORE PRINCIPLE
Mobile
First

90. Mobile First at Google
Google programmers are doing work
on mobile applications first, because
they are better apps and that's what
top programmers want to develop.
–Eric Schmidt, Google CEO
3
Source: http://aneventapart.com/2010/seattle/slides/04_wroblewski.pdf

91. Luke’s Take on Mobile First
Growth = Opportunity
Constraints = Focus
Capabilities = Innovation
http://www.lukew.com/ff/entry.asp?933

94. What is your mobile strategy?
There shouldn’t be a mobile strategy.
It should simply be THE strategy.

95. Mobile
First
Mobile is disruptive technology.
It will touch all aspects of your business.
Plan accordingly.
Slides: slideshare.com/grigs | @grigs | jason@cloudfour.com | cloudfour.com