Ways to Win at Mobile | Tomer Cohen

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Ways To Win at Mobile

Tomer CohenHead of Mobile Product, LinkedIn


nomophobia(noun) : a pathological fear or dread of not having one's mobile phone

mobile moment

time % of traffic

mobile moment

What % of your traffic is coming from mobile?https://www.polleverywhere.com/multiple_choice_polls/PKXgFNk5HhnGNIa5

012348901234567Q1 2011%Q3 2014

>30%>50%SingaporeNetherlandsTurkey>50%>50%>50%>45%>45%United Arab Emirates>50%SwedenAustralia>50%Denmark>40%>40%UKUSBrazilIndia8Mobile is an opportunity.

Make it your competitive advantage.

Think Platform first.9Mobile is an opportunity.

10Mobile is the 7th mass media revolutionMobile is changing the world1500Print1890Recording1900Cinema1910Radio


0%80%100%90%70%60%50%40%30%20%10%012010Number of years since inception% of ownership USASource: Chart adapted using data from 2009 edition of Forbes magazine, emarketer.com and KPCB Internet Trends 2011 PCSmartphoneInternetTelephoneTelevision110100908070605040302012

91% of them have their phone within arms 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, 20122016Smart phonePCTabletPer day= 100MEvery day there are 4.5x new mobile devices sold than babies born!378K



Mobile is changing the world

78%EMAIL73%WEB BROWSINGMAPS/DIRECTIONS64%60%GAMESGENERAL SEARCH57%LOCAL SEARCH46%READ NEWS, SPORTS44%WATCH TV/VIDEO37%Source: IDC Always Connected Report - https://fb-public.app.box.com/s/3iq5x6uwnqtq7ki4q8wkSmartphones are the central social, communication, and information tool in peoples livesOn mobile, content is king

On mobile, content is kingPhone leads daily content consumption across desktop, television and tablet.

PhoneTelevisionDesktopSource: http://www.brafton.com/news/global-content-consumption-dominated-by-the-web-mobile-on-topMore active than desktop only members2.5XSponsored update revenue generated through mobile after first quarter50%>

Work three years ago19


Today, its a person consuming sponsored content on the small screen even though he is surrounded by content experiences all around him

21Mobile is an opportunity.

Make it your competitive advantage.

22One size does not fit all

23Oct 2010

Version 1.024Who are our (mobile) users?

Aug 2011

Simplify26Always on with mobile

27Apr 2012

Focus on content28July 2012

Leapfrog 29

Data Analytics


Operational ExcellenceUser SegmentationPrice PointLocationOperating SystemApp VersionNative vs. Touch WebScreen SizeConnectivityTimeDeviceTypeOrganic vs. TransactionalA lot to track = A lot to gainEmailMore than 51% of emails are opened on MobileMake itSimple to ReadEasy to TapEasy to Scroll


More than 51% of emails are opened on MobileMake itEasy to LandNative vs. HTML5

Organic vs. TransactionalUpdates vs. Over-the-AirAB ExperimentationOS Permissions Access Push NotificationsEngagementPaymentsApr 2013LinkedIn Phone

Oct 2013LinkedIn TabletConstant state of reinvention

35July 2014LinkedIn Phone and TabletRedesigning the heart



0101001The 3 Ps of Mobilize

LinkedIn has also changed to accommodate this pace and support this constant state of reinvention when it comes to mobile39


These pipes connect you to big data storage systems. We call these big data systems Super Blocks. The Rest.li pipes connect you to your Profile, Companies, Content, Jobs and Network superblocks.

The combination of these pipes and blocks provide you the ability to easily access all your data with just the tap of an app.


Every app should fulfill a wish




Mobile is an opportunity.

Make it your competitive advantage.

Think Platform first.47

Mobile first. Platform first1. 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.52Thank You!Tomer CohenHead of Mobile Product, LinkedIn