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Page 1: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Mobile�Strategybecause�"slightly�mobile"�just�isn't�enough

Carsten LambrechtSenior Account Managerdkd Internet Service GmbH

mailto:[email protected]?subject=Mobile%20Strategy%20Talk%20t3con2013
mailto:[email protected]?subject=Mobile%20Strategy%20Talk%20t3con2013
Page 2: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Mobile�„last�vs.�first“

Graceful�Degradation

Progressive�Enhancement

Page 3: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

RWDTech�Stuff?

Progressive Enhancement

Responsive Web Design

AWDAdaptive Web Design

Graceful Degradation

Content�is�King

Break-Points

Mobile First

Adaptive Images

Second Screen

Media querries

Page 4: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

RWDNo�Tech�Stuff!

Progressive Enhancement

Responsive Web Design

AWDAdaptive Web Design

Graceful Degradation

Content�is�King

Break-Points

Mobile First

Adaptive Images

Second Screen

Media querries

This�talk�is�business�related....

so�back�to�start.

Page 5: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Mobile�Strategybecause�"slightly�mobile"�just�isn't�enough

Carsten LambrechtSenior Account Managerdkd Internet Service GmbH

mailto:[email protected]?subject=Mobile%20Strategy%20Talk%20t3con2013
mailto:[email protected]?subject=Mobile%20Strategy%20Talk%20t3con2013
Page 6: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Agenda

Mobile

Web-Evolution

Devices

Usage

Synced

Conclusion

Strategy

Business

Customers

Analysis

Value Chain

Next Steps

Page 7: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Team

Jens Hoffmann

Sascha Lüönd

Søren Schaffstein

Carsten Lambrecht

Page 8: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Carsten�Lambrecht

Born in 1975

started as Gra!k Designer

Marketing Knowledge

TYPO3 since 2005

mobile Projects since 2008

Quelle: http://commons.wikimedia.org/wiki/File:Commodore64.jpg

Quelle: http://www.webdesignerdepot.com/2009/05/the-evolution-of-cell-phone-design-between-1983-2009/

Quelle: http://pdadb.net/index.php?m=specs&id=2&c=hewlett-packard_jornada_720

http://www.webdesignerdepot.com/2009/05/the-evolution-of-cell-phone-design-between-1983-2009/
http://www.webdesignerdepot.com/2009/05/the-evolution-of-cell-phone-design-between-1983-2009/
http://www.webdesignerdepot.com/2009/05/the-evolution-of-cell-phone-design-between-1983-2009/
http://www.webdesignerdepot.com/2009/05/the-evolution-of-cell-phone-design-between-1983-2009/
http://pdadb.net/index.php?m=specs&id=2&c=hewlett-packard_jornada_720
http://pdadb.net/index.php?m=specs&id=2&c=hewlett-packard_jornada_720
http://pdadb.net/index.php?m=specs&id=2&c=hewlett-packard_jornada_720
http://pdadb.net/index.php?m=specs&id=2&c=hewlett-packard_jornada_720
Page 9: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Mobile

Web-EvolutionDevice diversityContext of UseSynchronized

http://dict.leo.org/ende/index_de.html#/search=diversity&searchLoc=0&resultOrder=basic&multiwordShowSingle=on
http://dict.leo.org/ende/index_de.html#/search=diversity&searchLoc=0&resultOrder=basic&multiwordShowSingle=on
Page 10: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Quelle: http://www.evolutionoftheweb.com

Web�evolution

http://www.evolutionoftheweb.com
http://www.evolutionoftheweb.com
http://www.evolutionoftheweb.com
http://www.evolutionoftheweb.com
Page 11: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Information

Page 12: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Web�1.0�-�Information

Logo

Page 13: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Web�2.0�-�Communication

Logo

0:14

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Web�3.0�-�Relation

Logo

0:14

Page 15: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Web�4.0�-�Internet�of�Things

Quelle: http://bradfrostweb.com/blog/post/this-is-the-web/

http://bradfrostweb.com/blog/post/this-is-the-web/
http://bradfrostweb.com/blog/post/this-is-the-web/
Page 16: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Device�diversity

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device�diversity

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Interested�in�movies?

Page 19: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

device�diversity

Page 20: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

device�diversity

Page 21: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Context�of�Use

Page 22: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Todays�web�experience

Page 23: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Daylife�

Of!ce Of!ce

☽☼Of!ce Of!ce

Page 24: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Daylife�

Of!ce Of!ce

Of!ce Of!ce

☽☼

Page 25: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Synchronized

Page 26: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

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Synchronizing�Disturbances

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Page 28: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Synchronizing�Disturbances

http://www.vgf-ffm.de
http://www.vgf-ffm.de
Page 29: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Synchronizing�Disturbances

http://www.vgf-ffm.de
http://www.vgf-ffm.de
http://www.vgf-ffm.de
http://www.vgf-ffm.de
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Page 30: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Everything�is�synced�via�the�cloud

Page 31: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Conclusion

Page 32: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Conclusion�-�the�mobile�web

Mobile Web

Cross Device Concepts

The user is always on(line)

Page 33: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Strategy

businesscustomersAnalysisValue Chain

Page 34: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

How�to�decide?First�Mover,�Trendsetter,�Fast�Follower,�Late�Mover

Bild-Quellen: http://neuerdings.com/2008/03/18/saehan-mpman-f10-der-ruin-der-musikindustrie/ - http://www.chip.de/ii/9/1/6/7/1/1/9/cc1193daddc9e21f.jpg - http://www.chip.de/ii/1/0/8/7/0/2/9/5/zune-51295c8d82034d75.jpg

http://neuerdings.com/2008/03/18/saehan-mpman-f10-der-ruin-der-musikindustrie/
http://neuerdings.com/2008/03/18/saehan-mpman-f10-der-ruin-der-musikindustrie/
http://www.chip.de/ii/9/1/6/7/1/1/9/cc1193daddc9e21f.jpg
http://www.chip.de/ii/9/1/6/7/1/1/9/cc1193daddc9e21f.jpg
http://www.chip.de/ii/1/0/8/7/0/2/9/5/zune-51295c8d82034d75.jpg
http://www.chip.de/ii/1/0/8/7/0/2/9/5/zune-51295c8d82034d75.jpg
Page 35: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Business

Page 36: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Business

Page 37: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Business

Page 38: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Business

Page 39: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Business�Model�Canvashttp://www.businessmodelgeneration.com/canvas

Page 40: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

http://www.businessmodelgeneration.com/canvas

Page 41: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Customer�Journey

Page 42: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Customer�Journey

before

during

after

awar

enes

s

consideration

purchase

own

- usa

ge

reconsideration

Bild-Quellen: http://commons.wikimedia.org/wiki/File:MargaretCafe_PasteisDeNata.JPG

atte

ntio

n

informe & argue

secure & ease of use

serv

ice

& s

atis

fact

ion

honors loyalty

http://commons.wikimedia.org/wiki/File:MargaretCafe_PasteisDeNata.JPG
http://commons.wikimedia.org/wiki/File:MargaretCafe_PasteisDeNata.JPG
http://dict.leo.org/ende/index_de.html#/search=loyalty&searchLoc=0&resultOrder=basic&multiwordShowSingle=on
http://dict.leo.org/ende/index_de.html#/search=loyalty&searchLoc=0&resultOrder=basic&multiwordShowSingle=on
Page 43: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Looking�for�a�Taxi?

Page 44: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Taxi�Customer�Journey

before

during

after

awar

enes

s

consideration

purchase

own

- usa

ge

reconsideration

atte

ntio

n

informe & argue

secure & ease of use

serv

ice

& s

atis

fact

ion

honors loyalty

Need a Taxi

Subway or Taxi?

walk?

Taxi around?phone call

number?no Problem

smartphone and google

Landingpagewrong number

where am i?

wrong carI SAID: I need a ride for 5!

strange driver

wrong way

expensivebusiness card

never ever!

Page 45: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

SWOTSWOT�(Analysis)�:�Strengths,�Weaknesses,�Opportunities,�and�Threats

Page 46: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

before

during

after

awar

enes

s

consideration

purchase

own

- usa

ge

reconsideration

atte

ntio

n

informe & argue

secure & ease of use

serv

ice

& s

atis

fact

ion

honors loyalty

Need a Taxi

Subway or Taxi?

walk?

Taxi around?phone call

number?no Problem

smartphone and google

Landingpagewrong number

where am i?

wrong carI SAID: I need a ride for 5!

strange driver

wrong way

expensivebusiness card

never ever!

Touchpoints

Taxi�Customer�Journey

Page 47: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

during

consideration

purchase

own

- usa

ge

informe & argue

secure & ease of use

serv

ice

& s

atis

fact

ion

Taxi around?phone call

number?no Problem

smartphone and google

Landingpagewrong number

where am i?

wrong carI SAID: I need a ride for 5!

Taxi�Customer�Journey

Bild-Quelle: https://www.mytaxi.com

SStrengths WWeaknesses

exte

rnal OOpportunities

inte

rnal

helpfull harmfull

TThreats

many Taxis not around

GPS costs

increasing

smartphone usage

local

price battle

Page 48: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Todays�Taxi�Customer�Journey

before

during

after

awar

enes

s

consideration

purchase

own

- usa

ge

reconsideration

atte

ntio

n

informe & argue

secure & ease of use

serv

ice

& s

atis

fact

ion

honors loyalty

Need a Taxi

Subway or Taxi?

walk?

Taxi around?phone call

number?no Problem

smartphone and google

Landingpagewrong number

where am i?

wrong carI SAID: I need a ride for 5!

strange driver

wrong way

expensivebusiness card

never ever!Bild-Quelle: https://www.mytaxi.com

click

click

ratings

Favorites

Page 49: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Value�Chain

Page 50: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Value�Chain

Taxi Driver Taxi Call Center Customer

Page 51: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Value�Chain

Taxi Driver Customer

Page 52: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Value�Chain

Artist Publisher Shops CustomerWhole Sale

Page 53: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Value�Chain

Artist Publisher CustomerDownload Shops

Page 54: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Value�Chain

Artist Publisher Customer

Page 55: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Value�Chain

Factory Whole Sale Shop

Quelle:http://stevesayswhat.com/2010/11/11/nikeid-and-why-it-is-awesomesauce/ - http://blog.mzee.com/2008/08/25/nike-id-fragen-an-das-nike-id-team/

Customer

Page 56: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Value�Chain

Factory

Quelle:http://stevesayswhat.com/2010/11/11/nikeid-and-why-it-is-awesomesauce/ - http://blog.mzee.com/2008/08/25/nike-id-fragen-an-das-nike-id-team/

Customer

Page 57: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Value�Chain�-�B2B2B2C

B2B2B2C

Page 58: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Next�Steps

Page 59: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

1 Analysis2 Workshop

Next�Steps @casilas

Page 60: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

1 Analysis2 Workshop

Next�Steps @casilas

Page 61: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

1 Analysis2 Workshop

Next�Steps @casilas

Page 62: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

1 Analysis2 Workshop

RWDm.url.tld Web APP native APP

Next�Steps @casilas @dkd_de

Page 63: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

1 Analysis2 Workshop

RWDm.url.tld Web APP native APP

Next�Steps @casilas @dkd_de

Page 64: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

Next�Steps

Thank�You

@casilas @dkd_de


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