mobile strategy: mobile context

Mobile context Laurence Veale

21 June 2012

•desktop web pic

once the core of our business

Print, recording, radio, cinema, TV, internet...mobile

The 7th mass media

Mobile has radically

changed quite

a few things.

This stuff is important

“At a time when Americans increasingly pay bills and buy tickets on mobile devices, Government services often are not optimized for smartphones or tablets, assuming the services are even available online.”

Barack Obama, May 2012

-7% +36%

Web based email access Mobile email access

For the first time ever smartphones have outsold PC’s

100.9 million units vs 92 million units

http://www.readwriteweb.com/archives/smartphones_outsell_pcs.php

By 2015, more internet users will access the Internet through mobile devices than through PCs or other wireline devices

IDChttp://www.idc.com/getdoc.jsp?containerId=prUS23028711

http://www.mobilecommercedaily.com/2011/03/22/paypal-mobile-transactions-exceed-6m-per-day-ctia-keynote

PayPal mobile payment transaction volume has dramatically increased

$25 million in ‘08

$141 million in ‘09 $750 million 2010/2011

$7.5 billion by 2013

43%adoption

Our Mobile Planet; Ireland, understanding the mobile consumer, May 2012, commissioned by Google

59%adults own a smartphone

How ‘Appy are the Irish? Amárach Research & Fleishmann-Hillard, May 2012

Irish household smartphone ownership up to 71% by the end of the 2012?RedC

20 fold (2,044%) increase in mobile traffic

Major Irish utility company

Mobile used to mean...

Smartphones used everywhere

Our Mobile Planet; Ireland, understanding the mobile consumer, May 2012, commissioned by Google

89% of smartphone users look for local information on their phone and 90% take action as a resultMaking a purchase or contacting the business

now it can mean this

Photo by astrycula: http://www.flickr.com/photos/catsplay/3348486694/

59% use mobile while watching TV

Our Mobile Planet; Ireland, understanding the mobile consumer, May 2012, commissioned by Google

...so have you ever tried to access the company’s website on your phone?

user interview on a recent iQ project.

I was sitting on my couch watching TV. My computer was down the hallway. I couldn’t be arsed getting up so I tried to get my bill on my phone. He couldn’t.

When do visitors access our mobile site?

Peak access to mobile site after 7pm

= it’s not commuters

Up and to the right

‘Going mobile’ is probablyno longer a choice

What can a smartphone do?• Multi-touch sensors

• Location detection

• Device positioning & motion: from an accelerometer

• Orientation: direction from a digital compass

• Gyroscope: 360 Degrees of motion

• Audio: input from a microphone; output to speaker

• Video & image: capture/input from a camera

• Dual cameras: front and back

• Device connections: through Bluetooth between devices

• Proximity: device closeness to physical objects

• Ambient Light: light/dark environment awareness

• NFC: Near Field Communications through RFID readers

It’s almost always with us

Response

Mobile-to-Web / the disjoin.

Web that looks like an app?

CNET’s approach / app or not?

We simplified the layout of our mobile siteand made its navigation familiar to anyone who uses Facebook, Path, or any other common mobile app….Just because m.cnet.com looks like an app doesn't mean that is an app, though.

Huh?

CNET / it kind of is an app.

Facebook / App

Facebook / mobile web

Oversimplifed user needs - guess the top tap?

CitiDirect BE Mobile

CitiDirect BE(SM) Mobile recently reached a significant milestone, processing over $1 billion in total transaction value in its first six months of operations.

What mobile is not...

On the goLess

Losing 80% of your screenspace forces you to focus. You need to make sure that what stays on the screen is the most

important set of features for your customers and your business.

There simply isn’t room for any interface debris or content of

questionable value.

You need to know what matters most.

Luke Wrobelski, @lukew

Fresh approach to mobile (& everything else)

Resources•http://globalmoxie.com/jhc/prez/

mobile-context-myth-fowd.pdf

•http://www.thinkwithgoogle.com/insights/library/studies/our-mobile-planet-Ireland/

•http://wtfmobileweb.com/

Who to follow

•@grigs

•@ppk

•@brad_frost

•@stephanierieger

•@globalmoxie

•@adactio

Thank you!laurence.veale@iqcontent.com