THE WEB IS NOW MOBILE – ARE YOU PREPARED?

Tommi Pelkonen | Miika Puputti

WEB WEB WEB WEB

THE WEB TODAY:

SOCIAL MOBILE

CONTENT-ORIENTED CONTEXTUAL

DELIVERING EXPERIENCES AND BETTER BUSINESS

and all about

Image courtesy of Brad Frost – http://bradfrostweb.com/

Image courtesy of Brad Frost – http://bradfrostweb.com/

Wait, wasn’t today’s topic mobile?

1.  Mobile is personal

2.  Mobile is permanently carried

3.  Mobile is always on

4.  Mobile has a built-in payment channel

5.  Mobile is available at the point of creative impulse

6.  Mobile is most accurate at measuring its audience

7.  Only mobile can capture the social context of consumption

8.  Only mobile can o!er augmented reality

Tomi Ahonen, @tomiahonen – http://goo.gl/E2tmI

WHY IS MOBILE IMPORTANT?

IN SHORT: Mobile enables CONTEXTUAL services

A BRIEF HISTORY OF MOBILES

A BRIEF HISTORY OF MOBILES

A BRIEF HISTORY OF MOBILES

WAR OF THE ECOSYSTEMS IS ON, MAKING THE SMARTPHONE JUST ONE PLAYER

Mac computers iPhone iPad Apple TV

Chrome browser Android Android tablets Google TV

Windows, O!ce Windows 8 Windows Phone Xbox

PC smartphone tablet smart TV

Bubbling under:

IT IS ABOUT EXPERIENCE ROAMING!

2015

one ecosystem, tens of screens

ecosystems

experience roaming

2010 2005

one bill, triple play

one device, thousands of apps

network device

vision

focal point

compete based on

price of service

number of apps

APPLE: A PIONEER IN EXPERIENCE ROAMING

Copyright VisionMobile 2011

Social circle

Apps ecosystem

User data roaming

Service roaming

User interaction design

Industrial design

Brand

Apple is the poster child of experience roamingApple leads by example, by delivering a consistent experience across divers screens

Experience roaming

Ping

App Store

MobileMe

iTunes, AirPlay

iOS

Apple

Apple

iPod

iPhone

iPad

Mac

Apple TV

Across screens

?

Hmmm - can you hear the jingle bells…

… and the hit gadgets of Christmas 2012: New iPad, Nokia Lumia 920 and 820, the new iPhone, new Android devices (phones & tablets), Kindle Paperwhite…

This Christmas smartphone sales pass PC sales for the first time in history!

Source: Smart Online website http://goo.gl/tIrDC

435

million

PC and notebook shipments

460 million

smart-phone

shipments

Q4 of 2012

PUTTING MOBILE DEVICES INTO CONTEXT (2009 FIGURES….)

0B

1B

2B

3B

4B

Cars PCs Telephone Credit Cards

TVs Mobile

0,8B 0,9B

1,3B 1,4B

1,5B

3,3B

3,3 billion in perspective

Let’s think – we should at the very least be able to monetize

this

SIMPLE EARNINGS LOGIC: SELL MORE OR SAVE COSTS

• New customers • Acquisition increases and lead generation • Loyalty improvements • More revenue per customer • New o"ers • Better brand dialogue • Cross-sell at POS

Increase revenue

• Design, products, marketing, distributions,

sales, customer service costs • Development time • Material costs • Targeting • Sales automation • Better service on the fly

Reduce costs

MOBILE IS RELEVANT THROUGHOUT THE PURCHASE CHAIN

Where to buy

BUY

Post-purchase

interaction

Repeat the purchase

What to buy

Help me to find the right things

for me!

Where can I get these things?

Are they available now?

Can I buy these right now from

my device?

Now I have it, then what?

Can I pay with my mobile?

What have other thought about

this?

How do I get more out of my

purchase

I had this one – maybe they can help me again?

THINGS TO CONSIDER IN ORDER TO MAKE MOBILE WORK

•  Which customers to service via mobile channels?

•  What content to deliver? •  How integrated an experience to make? How to

roam the experience between channels? •  Experience delivery: website, application or

something else? •  Cost versus benefits: who pays for the

development costs and usage – customer or us? •  Investment lifecycle: how fast to expect gains?

Now – Let’s go back to the roots

of the web…

THE FIRST WEBSITE IN THE WORLD

WAS “RESPONSIVE”

It was all about the content

It works on

multiple screen sizes

Why is this important?

Good experiences are built from the

ground UP

And not the other way around

SO CONTENT IS

KING

CONTENT IS THE

FOUNDATION

CONTENT!

VISUALS!

INTERACTIONS!

BE

DESIGN IN TEXT

SKETCH PROTOTYPE VISUAL DESIGN

TEST WITH USERS

RETHINK THE

PROCESS

AND ITERATE!

PICK YOUR MOBILE

STRATEGY

RESPONSIVE WEBSITE!

DEDICATED MOBILE

WEBSITE!

NATIVE APPLICATIONS!

RESPONSIVE WEBSITES

starbucks.com!

bostonglobe.com!

kokoomus.fi!

yle.fi/uutiset!

anderssonwise.com!

DEDICATED MOBILE

WEBSITES

m.hs.fi!

MULTIPLE CLICKS UNTIL USER CAN REACH THE CONTENT

DON’T SHOW CONTENT ON MOBILE SITE AT ALL?!

OFFER YOUR USERS JUST LINKS

???

m.yle.fi!

SPLASH SCREENS?

m.opera.com!

NATIVE APPLICATIONS

Nike GPS! Spotify! Radio Nova!

A GOOD OPTION WHEN USING THE MOBILE DEVICE’S CORE FUNCTIONS, SUCH AS RADIO, STREAMING MUSIC, GPS…!

WRAPPING IT UP:

•  Mobile-user base is ever growing •  Experience roaming counts •  Mobile is relevant throughout the

purchase chain

•  Have a strategy •  Celebrate your content •  Build from the ground up •  Rethink the process •  Be ready for the ever-changing future

THANKS, FOLKS!

Tommi Pelkonen - @TommiP Miika Puputti - @miikap