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Ways To Win at Mobile
Tomer CohenHead of Mobile Product, LinkedIn
@cohentomer
no·mo·pho·bi·a(noun) : a pathological fear or dread of not having one's
mobile phone
mobile moment
time
% of traffic
mobile moment
>30%
>50%
Singapore
Netherlands
Turkey>50%
>50%
>50%
>45%>45%
United Arab Emirates
>50%Sweden
Australia >50%
Denmark
>40%
>40%
UK
US
Brazil
India
Mobile is an opportunity.
Make it your competitive advantage.
Think Platform first.
Mobile is an opportunity.
Mobile is the 7th mass media revolution
Mobile is changing the world
1500
Print Recording
0%
80%
100%
90%
70%
60%
50%
40%
30%
20%
10%
0 12010
Number of years since inception
% o
f ow
ners
hip
–U
SA
Source: Chart adapted using data from 2009 edition of Forbes magazine, emarketer.com and KPCB Internet Trends 2011
PCSmartphone Internet TelephoneTelevision
1101009080706050403020
91% of them have their phone within arm’s reach.
82% of U.S. adults own a cellphone.
Source: http://pewinternet.org/Reports/2010/Cell-Phones-and-American-Adults/Overview.aspx
Sources: IDC March 2012, Gartner April 2013,
2012 2016
Smart phone
PC
Tablet
Per day…
= 100M
Every day there are 4.5x new mobile devices sold than babies born!
378K
1.3M
371K
Mobile is changing the world
78%EMAIL
73%WEB BROWSING MAPS/DIRECTIONS
64% 60%GAMES
GENERAL SEARCH
57%LOCAL SEARCH
46%READ NEWS, SPORTS
44%WATCH TV/VIDEO
37%
Source: IDC “Always Connected” Report - https://fb-public.app.box.com/s/3iq5x6uwnqtq7ki4q8wk
Smartphones are the central social, communication, and information tool in people’s lives
On mobile, content is kingOn mobile, content is king
Phone leads daily content consumption across desktop, television and tablet.
Phone TelevisionDesktop
Source: http://www.brafton.com/news/global-content-consumption-dominated-by-the-web-mobile-on-top
Work… three years ago
Mobile is an opportunity.
Make it your competitive advantage.
Oct 2010
Version 1.0
Who are our (mobile) users?
Aug 2011
Simplify
Always on with mobile
3am 6am 9am 12pm 3pm 6pm 9pm
Apr 2012
Focus on content
July 2012
Leapfrog
Data AnalyticsDesignOperational
Excellence
User
Segmentation Price
Point
LocationOperating
SystemApp
Version
Native vs.
Touch Web
Screen
Size
Connectivity
Time
Device
TypeOrganic vs.
Transactional
A lot to track = A lot to gain
More than 51% of emails are opened on Mobile
Make it…
Simple to Read
Easy to Tap
Easy to Scroll
Before After
More than 51% of emails are opened on Mobile
Make it…
Easy to Land
Native vs. HTML5
Organic vs. Transactional
Updates vs. Over-the-Air
AB Experimentation
OS Permissions Access
Push Notifications
Engagement
Payments
Apr 2013LinkedIn Phone
Oct 2013LinkedIn Tablet
Constant state of reinvention
July 2014LinkedIn Phone and Tablet
Redesigning the heart
PEOPLE PLATFORM PRODUCT
0101001
The 3 P’s of Mobilize
vs.
Every app should fulfill a wish
Mobile is an opportunity.
Make it your competitive advantage.
Think Platform first.
Mobile first. Platform first
1. App Permissions - Opt in vs. Opt out
2. Organic vs. Transactional Behavior
3. Walled Garden vs. Open Playground
Mobile is an opportunity.
Make it your competitive advantage.
Think Platform first.
Thank You!
Tomer CohenHead of Mobile Product, LinkedIn
@cohentomer
