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Get Me a Mobile Strategy

or You’re Fired!

Jason Grigsby
Slides: slideshare.com/grigs
@grigs • jason@cloudfour.com
cloudfour.com • mobileportand.com
We’ve been here before...
and it wasn’t pretty.
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
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
The Gold Rush is On!
http://www.flickr.com/photos/76074333@N00/317952268/ |
http://futuristmovie.com Creative Commons BY-NC-SA 2.0
DON’Ts

#1 Don’t Assume Customers


Have Downloaded Your App
DON’Ts

#2 Don’t Rely on Flash


Plants vs. Zombies
DON’Ts

#3 Don’t Make Finding Store


Locations & Hours Difficult
Do as We Say, Not as We do.

http://www.mac-wallpapers.com/Apple-Wallpapers/white-apple-logo-wallpaper/
DON’Ts

#4 Simple to Use Does Not


Mean Dumb
Don’t Skip Core Functionality

How Do I Add an RSS Feed to My RSS Reader?


1024 x 768: Still No Way to Add RSS
Why Can’t You Subscribe to Podcasts in iTunes?
Digital Hub Strategy Sucks

Mobile is Primary Experience


Shake the App to Find a Random Gift?

Source: http://www.getelastic.com/mobile-app-dos-donts/
DON’Ts

#5 Don’t forget that the ‘U’ in


URL stands for Universal*

* it actually stands for ‘uniform.’ ah well, close enough. ;-)


URLs Should Go to Content, Not Mobile Home
Why go to the Desktop Web?
Great Mobile Site. Good Luck Finding it.
URLs Don’t Open Apps
Why can’t I learn about iPad apps on my iPhone?
Should the iPad Get Your Mobile Site?
Device Detection Must Be
Core Part of Your Mobile Strategy

http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes
DOs

#1 Know Your Customers and


What Devices They Use
“ 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
http://www.flickr.com/photos/earlysound/2710970750/ Creative Commons
Blackberry Market Share Since iPhone Release

20

15

10

0
2007 2008 2009
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
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
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


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/
Know Your Demographics

Blackberry has Emerging markets

40% 80%
global enterprise of worldwide
mobile market. MMS traffic.
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
What are your customers using?

Ask Them

Use Mobile Analytics


DOs

#2 Look beyond native apps to


mobile web, SMS & MMS
Some concerns about Snackable methods.
BMW Turned $70k MMS into $45M Revenue
CHALLENGE:
Find a single report that doesn’t show
exponential growth for mobile web.
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


DOs

#3 Apps for Your Most Loyal


Customers, Add Value
iPhone App Generated $400M in 2009
Second App for Most Avid Deal Hunters
Reward People for Downloading Your App
Take Advantage of Mobile Capabilities
DOs

#4 Consistent Experience
Across Devices and Offline
Holistic Customer Experience

http://www.getelastic.com/mobile-app-dos-donts/
Drive Offline Sales with Mobile Apps

http://www.getelastic.com/offline-sales-mobile-apps/
DOs

#5 Understand Mobile Context


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

Mobile
First
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

Source: http://aneventapart.com/2010/seattle/slides/04_wroblewski.pdf
Luke’s Take on Mobile First

Growth = Opportunity
Constraints = Focus
Capabilities = Innovation

http://www.lukew.com/ff/entry.asp?933
What is your mobile strategy?

There shouldn’t be a mobile strategy.

It should simply be THE strategy.


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

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