Ways to Win at Mobile | Tomer Cohen

Ways To Win at Mobile

Tomer CohenHead of Mobile Product, LinkedIn

@cohentomer

no·mo·pho·bi·a(noun) : a pathological fear or dread of not having one's

mobile phone

mobile moment

time

% of traffic

mobile moment

>30%

>50%

Singapore

Netherlands

Turkey>50%

>50%

>50%

>45%>45%

United Arab Emirates

>50%Sweden

Australia >50%

Denmark

>40%

>40%

UK

US

Brazil

India

Mobile is an opportunity.

Make it your competitive advantage.

Think Platform first.

Mobile is an opportunity.

Mobile is the 7th mass media revolution

Mobile is changing the world

1500

Print Recording

0%

80%

100%

90%

70%

60%

50%

40%

30%

20%

10%

0 12010

Number of years since inception

% o

f ow

ners

hip

–U

SA

Source: Chart adapted using data from 2009 edition of Forbes magazine, emarketer.com and KPCB Internet Trends 2011

PCSmartphone Internet TelephoneTelevision

1101009080706050403020

91% of them have their phone within arm’s reach.

82% of U.S. adults own a cellphone.

Source: http://pewinternet.org/Reports/2010/Cell-Phones-and-American-Adults/Overview.aspx

Sources: IDC March 2012, Gartner April 2013,

2012 2016

Smart phone

PC

Tablet

Per day…

= 100M

Every day there are 4.5x new mobile devices sold than babies born!

378K

1.3M

371K

Mobile is changing the world

78%EMAIL

73%WEB BROWSING MAPS/DIRECTIONS

64% 60%GAMES

GENERAL SEARCH

57%LOCAL SEARCH

46%READ NEWS, SPORTS

44%WATCH TV/VIDEO

37%

Source: IDC “Always Connected” Report - https://fb-public.app.box.com/s/3iq5x6uwnqtq7ki4q8wk

Smartphones are the central social, communication, and information tool in people’s lives

On mobile, content is kingOn mobile, content is king

Phone leads daily content consumption across desktop, television and tablet.

Phone TelevisionDesktop

Source: http://www.brafton.com/news/global-content-consumption-dominated-by-the-web-mobile-on-top

Work… three years ago

Mobile is an opportunity.

Make it your competitive advantage.

Oct 2010

Version 1.0

Who are our (mobile) users?

Aug 2011

Simplify

Always on with mobile

3am 6am 9am 12pm 3pm 6pm 9pm

Apr 2012

Focus on content

July 2012

Leapfrog

Data AnalyticsDesignOperational

Excellence

User

Segmentation Price

Point

LocationOperating

SystemApp

Version

Native vs.

Touch Web

Screen

Size

Connectivity

Time

Device

TypeOrganic vs.

Transactional

A lot to track = A lot to gain

Email

More than 51% of emails are opened on Mobile

Make it…

Simple to Read

Easy to Tap

Easy to Scroll

Before After

More than 51% of emails are opened on Mobile

Make it…

Easy to Land

Native vs. HTML5

Organic vs. Transactional

Updates vs. Over-the-Air

AB Experimentation

OS Permissions Access

Push Notifications

Engagement

Payments

Apr 2013LinkedIn Phone

Oct 2013LinkedIn Tablet

Constant state of reinvention

July 2014LinkedIn Phone and Tablet

Redesigning the heart

PEOPLE PLATFORM PRODUCT

0101001

The 3 P’s of Mobilize

vs.

Every app should fulfill a wish

Mobile is an opportunity.

Make it your competitive advantage.

Think Platform first.

Mobile first. Platform first

1. App Permissions - Opt in vs. Opt out

2. Organic vs. Transactional Behavior

3. Walled Garden vs. Open Playground

Mobile is an opportunity.

Make it your competitive advantage.

Think Platform first.

Thank You!

Tomer CohenHead of Mobile Product, LinkedIn

@cohentomer