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MobileStrategy because"slightlymobile"justisn'tenough Carsten Lambrecht Senior Account Manager dkd Internet Service GmbH

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

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More and more devices can do Internet. More and more users want unlimited access to information while being on the way. Therefore providing only a special mobile website, an app or a partly optimised website just isn't enough anymore. A comprehensive "Mobile Strategy" includes a lot more than only technical aspects. It merely considers all possible channels, various devices and the many content sources in your company. We will show you the dos and don'ts, several execellent (and not so excellent) examples and will offer valueable clues for the development of your own "Mobile Strategy".

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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

Page 14: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

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

Page 17: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

device�diversity

Page 18: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

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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Page 27: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de

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
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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
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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

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awar

enes

s

consideration

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atte

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ice

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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

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enes

s

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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

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s

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ge

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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

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enes

s

consideration

purchase

own

- usa

ge

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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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