code mobile strategy framework
DESCRIPTION
Framework to help brands establish an effective mobile strategy to deliver "minimum pride" experiences. Plus an intro to CodeTRANSCRIPT
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One billion smartphones
by 2016
Mobile apps grow from $6 billion market
today to $55.7 billion
by 2015
Source: Forrester (various)
Mobile Internet Usage
surpasses desktop in
2014
Mobile is HUGE!
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Source: iAcquire / Google
Mobile behaviour is a key indicator of intent to purchase
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Source: Google/TNS
Mobile optimised UK e-commerce sites
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• The Opportunity in Mobile is Huge
• But brands’ mobile presence is often fragmented, sub-optimal and disjointed
• There are lots of reasons for this – Legacy of campaign focussed delivery – Too much focus on tech – Evolving understanding
• “Minimum pride” is a set of must-haves that each brand’s mobile
presence must deliver
• It is also a framework to help brands and their partners develop an effective Enterprise Mobile Strategy
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Web sites optimised for all mobile devices
Search plan accounting for mobile search
Content strategy which reflects specific needs and
opportunities of mobile usage - includes earned &
paid media as well as owned
Technology architecture which embeds mobile into
client's overall IT architecture
A repeatable implementation /
publishing method for mobile apps & web
Consistent social integration methodology
Consistent data management plan
Mobile integrated into the customer journey - e.g. TV
as gateway to mobile experience
A 'Close' path for mobile
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• The brief
• IMAGE
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• Who?
– Are our audience?
• What?
– Do we want them to do?
• Why?
– Would they want to do it?
• How?
– Do they use mobile now?
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• Personal? – How will this be a personal,
relevant experience?
• Optimised? – What data do we have to optimise
this experience? – How is the experience optimised
for the device? – How does it account for location?
• Discovery?
– Search? Push? How do I get to the content?
• Social?
– What content do I want to share? – How do I share it?
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• How? – Do I buy?
• Immediate?
– Is buying friction-free?
• Real-world? – How do we connect mobile
experience to real world points of sale?
• Optimised?
– How are we capturing sales conversion?
– How are we testing strategies to improve this?
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• Platform? – Native? mWeb? Hybrid?
• Data?
– What are we capturing? How are we storing & using?
– Test & learn strategies?
• Eco-system? – What existing technology
resources can / should we leverage?
– Enterprise standards? – Cloud based services? – Support process
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• Enterprise level mobile strategy – Consumer/Communication
– Technical
• Multi-platform, multi-regional development resources
• Culture of agency partnership
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Native Hybrid Web