Mobile Technology - What does it mean for my business?

www.visionmobile.co.nz [email protected] @visionmobilenz

www.visionmobile.co.nz @visionmobilenz

Luke Pilkinton-Ching

What will mobile technology mean for my

business?


What are we going to cover?

1. What’s happening?Trends from the mobile space

2. What can it do?Mobile technology overview

3. What does it mean?Implications for my business

4. What way should we jump?App or Mobile Website . . . or both?

5. How to jump!Mobile strategy best practise


By the end of this workshop. . .

You will have some basic building blocks to write a mobile strategy for

your business.


1. What’s happening

The balls are still in the air and no-one knows for sure where they are going to fall.












1. What’s happening – in NZ• Total handsets in the NZ market:

Over 100% penetration of mobile handsets of all types in market in New Zealand

• Mobile carrier market share:The mobile carriers market is roughly split -45% on Telecom,45% on Vodafone, and10% with 2 Degrees.

September 2011 Brainy Breakfast (a Marketing Association Event)


1. What’s happening – in NZ• Smartphone penetration:

Of the over 4.5 m phones in market, it’s estimated:800,000 are smartphones250,000 are iPhone/iPad150,000 are Android

• Leaving 400,000 or so as Blackberry, Windows and Symbian

(Nokia N series etc). • In summary we are looking at smartphone penetration in

NZ in the range of 14-18% and growing. Smartphone penetration in Europe and USA is in the 30-50% range.

• In Feb 2011 Telecom shared that smartphone sales were driving growth

September 2011 Brainy Breakfast (a Marketing Association Event)


1. What’s happening – in OZ• Australia has second highest smartphone usage by

population density in the world, ahead of the US, UK, Japan and second only Singapore

• Two in five Australian smartphone owners use their device daily for searching on the web

• 17% say they’ve actually changed their mind about buying something while they were in the store as a result of gathering smartphone information

• One in three smartphone searches were for local businesses• 80% of Australian businesses don’t have mobile-optimised

websites• Many businesses have a confused mobile stategy. Eg. Think

that having an app is a sufficient mobile strategySeptember 8 2011 NETT Better Business Advice – www.nett.com.au


1. What’s happening"The fact of the matter is that mobile devices are going to be the majority of the way that people get information.“

Eric Schmidt, Executive Chairman, Google, March 2009 Source: BBC UK



2. What can smartphones do?

A smartphone isn’t a computer that you can put

in your pocket.

It’s so much more . . .


2. What can smartphones do?• Telephone

• Computer (and all that entails . . . Business productivity, books, music)

• Internet connected device – 3G or WiFi (social networking, email, live information, worldwide communication )

• GSP device• Gyroscope – pitch, tilt etc• Accelerometer – movement, acceleration• Camera/Video• NFC (Near Field Communication) & QR codes• Flashlight• Touch screen


2. What can smartphones do?

We are only just discovering what all the combinations of these

capabilities, coupled with the fact that we carry it with us everywhere, can achieve.


2. What can’t smartphones do?

What are the limitations?•Mostly no keyboard•Mostly no mouse•Smaller footprint•Small screen size


3. What does it mean?What does it mean for my

business?• The world is going

mobile! You will have to do something to stay keep up with your customers.

• It’s going to mean different thing for different businesses.


3. What does it mean?The obvious stuff . . .• If your website is a channel for

business you will need to see if it’s mobile friendly

"Having a mobile site is no longer a luxury, it’s a necessity."

Google CFO Patrick Pichette


3. What does it mean?The obvious stuff . . .• Most website internationally are

mobile ready. Only 38% of US Fortune 50 companies have a mobile friendly website.

• 18% of Aussie sites are mobile ready.

• New Zealand???


3. What does it mean?Why is this important to have a mobile friendly website? If people have a negative mobile web experience on a website about half won’t return, and, or go to a competitor’s website that is mobile friendly


3. What does it mean?The not so obvious stuff . . .• What is it that my customers

want to know about my business while accessing a mobile phone?

• Brainstorm? Ask your customers! • Look at www.metservice.co.nz,

www.tranzmetro.co.nz • The ‘Mobile First’ movement

http://www.metservice.co.nz/

http://www.tranzmetro.co.nz/


4. What way should we jump?

Mobile Website vs Mobile App

Short answer . . . it depends!



Mobile App

The Pros• Faster• Smoother• Can assess more features

of the phone (camera, GPS, accelerometer etc.)

• Instant link from desktop • More grunt for complicated

processing

The Cons• Expensive • Platform dependent• Updating can be

complicated



Mobile Friendly WebsiteThe Pros

• Cheaper• Multi-platform. All

smartphones now ship with a web browser

• Fast implementation• Known technology for users• Can leverage the power of

existing online APIs easily –

Google Maps & Places, Facebook, existing databases

The Cons• Less sexy• Mostly needs to be

connected to the web (not always if HTML5)

• Can only access some of the phones capabilities.


5. How to jump!Mobile Strategy Implementation – Best

Practice• On one hand . . . there is no best practice

– just do it!• On there other hand . . . All the same stuff!– Do your research– Get a smartphone and use it– Talk to your customers– Develop a plan – Talk to me!


5. How to jump!Some big thoughts . . . • There are very few business in NZ that

have thought through their mobile strategy. You all have a great opportunity to be “first to market” in your field.

• We are only just discovering what mobile technology will mean for our world. Education, Voting, Commerce, Law, Health, Law & Order – there are huge possibilities for businesses, start-ups, cities that can make mobile a focus.


5. How to jump!Vision Mobile can help by . . .• Consulting - helping businesses

develop their Mobile Strategy• Specialists in developing mobile

friendly websites• Follow the Vision Mobile Twitter feed for

news and research @visionmobilenz• Signup for the Vision Mobile

eNewsletter


www.visionmobile.co.nz @visionmobilenz

Luke Pilkinton-Ching

By the end of this workshop. . .

You will have some basic building blocks to write a mobile strategy for

your business.