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Variation of my mobile strategy talk for Innotech. Added a new section on not believing the media and updated data.
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Get Me a Mobile Strategy or You’re FIRED!
Jason GrigsbySlides: bit.ly/grigs-innotech2011Tweets during talk: @grigs_talks@grigs • [email protected]/blog • mobileportand.com
Get a lot of email from this guy...http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/
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
http://www.opera.com/smw/
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16
Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
http://www.flickr.com/photos/76074333@N00/317952268/ | http://futuristmovie.com Creative Commons BY-NC-SA 2.0
ME NEED IPHONE APP.http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/
We’ve been here before...
and it wasn’t pretty.
DON’Ts
Don’t Assume Customers Have Downloaded Your App#1
DON’Ts
#2 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
#3 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
Links don’t open apps
http://www.flickr.com/photos/mattimattila/4001221570/
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
Web Content Management Systems are the Mainframes of the Mobile Era
Features of New Platforms
Integrated image resizing
Video conversion and resizing
Separation of content from markup so content can be used in native apps
Prioritization of content based on context
Full-featured APIs
http://www.flickr.com/photos/expressmonorail/3046970004/sizes/l/
DON’Ts
#4 Don’t be believe the media (or mobile experts for that matter)*
* Yes, that includes me!
Which is better? Who’s going to win?http://www.flickr.com/photos/jsymmetry/166749290/
http://www.flickr.com/photos/earlysound/2710970750/ Creative Commons
Question Group Think
Question Group Think
http://www.flickr.com/photos/fxp/2374147405/sizes/l/
Do Apps Create Platform Lock-in?
If you've bought $200 worth of applications for your smartphone, you're much less likely to switch to a different model in the future.
In short, high spending on smartphone apps ensures long-term platform loyalty.
App Cost
Twitter for iPhone Free
Reeder $2.99
Instapaper $4.99
Facebook Free
1Password $9.99
Total $17.97
Do Apps REALLY Create Platform Lock-in?
Switching Costs are Lower
Are App Stores Essential to a Platform’s Success?
1. Android Has Horrible App Store2. Needs to improve App Store to Compete
3. Oh Wait... Nevermind
http://www.comscore.com/Press_Events/Press_Releases/2011/1/comScore_Reports_November_2010_U.S._Mobile_Subscriber_Market_Share
2%2.8%7.7%
25.2%
28.9%
33.0%
Android RIM iPhone Windows Palm Others
http://www.millennialmedia.com/wp-content/images/mobilemix/MM-MobileMix-Dec2010.pdf
Unlimited Voice, Text and Web for $40/mo.
http://blog.comscore.com/2011/01/verizon_iphone_mobile_market.html
81% of iPhone owners have household incomes greater than the U.S. median household income
The analyst says Cook “appeared to reaffirm the notion that Apple is likely to develop lower priced offerings” to expand the market for the iPhone. Cook said the company is planning “clever things” to address the prepaid market, and that Apple did not want its products to be “just for the rich,” and that the company is “not ceding any market.”
Cheaper iPhone Will Be a Big Deal(I think. Remember I don’t know either!)
http://blogs.forbes.com/ericsavitz/2011/02/28/apple-plots-move-to-expand-iphones-market-share/
Why compare mobile to the PC market?
http://www.flickr.com/photos/mesq/413104380/sizes/o/
DOs
#1 Know Your Customers andWhat Devices They Use
iPhone Only Part of World Wide Market
4%4%
16%
16%
23%
37%
Symbian Android RIM iPhone WindowsOther
Android 23%, iPhone 16% in 2010http://www.gartner.com/it/page.jsp?id=1421013
U.S. Smartphone Subscribers Feb 2011
http://www.comscore.com/Press_Events/Press_Releases/2011/1/comScore_Reports_November_2010_U.S._Mobile_Subscriber_Market_Share
2%2.8%7.7%
25.2%
28.9%
33.0%
Android RIM iPhone Windows Palm Others
Know Your Demographics
Blackberry has
40%global enterprisemobile market.
Emerging markets
80%of worldwideMMS traffic.
Source: http://bit.ly/dlpGt8
Know Your Geography
Blackberry has
37%Latin America
smartphone market.
Sharp sells
80%of its phones in
Japan, leads market.
Most popular phone for youth in Brazil is Blackberry.Blackberry Messenger is Addictive. Network Effects.
Ask Them
Use Mobile Analytics
What are your customers using?
DOs
#2 Look beyond native apps to mobile web, SMS & MMS
BMW Turned $70k MMS into $45M Revenue
Find a single report that doesn’t showexponential growth for mobile web.
CHALLENGE:
4%4%
16%
16%
23%
38%
SymbianAndroidBlackberryiPhoneWebOSWindows/Others
2010 Smartphone Market Share (Gartner)
Phones currently shipping WebKit in blue (96%).
WebKit & HTML5: Dominant Mobile Platform
By contrast, 10 smartphone operating systems.
DOs
#3 Apps for Your Most Loyal Customers, Add Value
iPhone App Generated $600M in First Year
Second App for Most Avid Deal Hunters
Reward People for Downloading Your AppTake Advantage of Mobile Capabilities
DOs
#4 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
http://bit.ly/b3oUtH | http://bit.ly/92TYAR
http://www.flickr.com/photos/fchouse/2829381653/
PERSONAL
63% do not share phone
PERMANENTLY CARRIED
~50% of US admit to sleeping with phone
http://www.flickr.com/photos/kk/3615287378/
ALWAYS ON http://www.flickr.com/photos/gilderic/3517477267/
BUILT-IN PAYMENT CHANNEL
CREATIVE IMPULSE
http://www.flickr.com/photos/d_a_v_i_d_m_/246298437/
http://www.flickr.com/photos/memotions/259656126/
ACCURATE MEASUREMENT
http://www.flickr.com/photos/mythoto/1234638761/SOCIAL CONTEXT
AUGMENTED REALITY
http://issuu.com/mkparsley/docs/ikea
Google’s Three Mobile Behavior Groups
Urgent now
Repetitive now
Bored now
http://www.informationweek.com/blog/main/archives/2007/04/google_lays_out.html
80% during misc downtime
76% while waiting in lines
62% while watching TV
69% for point of sale research
http://blog.compete.com/2010/03/12/smartphone-owners-a-ready-and-willing-audience/
CORE PRINCIPLE
Mobile First
3
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
Growth
Constraints
Capabilities
Opportunity
Focus
Innovation
=
=
=
Luke’s Take on Mobile First
http://www.lukew.com/ff/entry.asp?933
http://www.lukew.com/ff/entry.asp?1117
http://www.lukew.com/ff/entry.asp?1117
ME NEED IPHONE APP.http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/
What is your mobile strategy?
There shouldn’t be a mobile strategy.
It should simply be THE strategy.
Mobile is disruptive technology.It will touch all aspects of your business.
Plan accordingly.
Mobile First
Slides: bit.ly/grigs-innotech2011 | @grigs | [email protected] | cloudfour.com/blog | mobileportland.com
Mobile Portland
4th Monday, 6pm