developing your mobile strategy siia via bootcamp - barry graubart

Developing Your Mobile Strategy

Barry Graubart VP, Marketing, ReisReports.com

Agenda • Mobile First • Apps vs Mobile Web • Going Native • Examples • Measuring Success

Mobile Platforms

Focus On: Content Platforms

Mobile First • Embrace the constraints (Luke Wroblewski) • Focus & Simplify • Leverage mobile features where they add

value • Don’t forget the obvious

Three Core Mobile Behaviors • Micro-tasking • I’m local • I’m bored Josh Clark

author, Tapworthy

Apps vs. Mobile Web

“Mobile apps on platforms like iOS and Android are a temporary step along the way toward the full mobile web”

Apps vs. Mobile Web

Marc Andreessen Photo: Joi Ito, 2008

“Think of each website as an application, and every single click, every single interaction with that site, is an opportunity to be on the very latest version of that application.”

Apps vs. Mobile Web

“An app can target the specific limitations and abilities of each individual device much better than a website can while running inside a browser.”

Apps vs. Mobile Web

Jakob Nielsen Photo: Doc Searls, 2003

“Yet native apps come at a high cost. They’re costly to develop and to maintain as device vendors continually launch new models.”

Apps vs. Mobile Web

Going Native

Going Native – User Experience • Which platform(s)? • Offline? • Notifications? • Other special phone features?

Going Native – Business Models • App Store Presence • How Will You Get Paid? • Home Screen

Going Native – Tech Resources • In-house development skills • External development budget • Ongoing commitment

Development Approaches • Native apps and Hybrid apps • Replica apps • Mobile Web • Mixed model • Partnering with existing mobile platforms

Responsive Design

240x320 1024 x 768

MOBILE APP EXAMPLES

Focus On: Content Platforms

Mobile Analytics • Engagement/sessions, not pages • Device IDs, not cookies • Multiple devices per user • Offline usage • Batch uploads

Measuring Success • Setting appropriate goals • Matching to your business model • Test, measure, then test again

Homework Download and compare these apps:

Flipboard

Zinio

Homework Visit these mobile web apps:

Thank you barry.graubart@reis.com @graubart