Download - Look Again At Mobile 2009
A New Look at Mobile:Simple Strategies for
Organisations
Katie Lips.
What do I know?
★ Began working with mobile in 2002
★ Cofounded Treasuremytext.com
★ Author “The Amazing iPhone” Report
★ Instigator at Mobile 2.0 agency “Appostles”
★ Work with creative organisations at Kisky
I love mobile!
So..... Mobile?
LBS, Moblogging, Geolocation, App Stores, Ecosystems,
Microblogging, SMS Campaigns, Open Source,
Widgets, Developer Programmes, Locative Media,
Mobile 2.0....
And what have I missed?
Phonecalls!Downloads!
Catching up!
I’m going to...
★Introduce simple ideas for organisations beginning to work with mobile
★but also...
I’m going to...
★ Conduct Market Research
★ Talk about other people's services
★ Ask you to help out with my presentation!
Mobile.
“It’s sort of the Internet”....
“So why is it so difficult?”
In the beginning...
Oldskool Mobile.
“While the mobile data industry holds considerable promise in future, the existing ecosystem is challenging for the grassroots entrepreneur.”- Ajit Jaokar, Open Gardens.
1.0 Landscape.★ Complex Development & Testing
★ Poor End User Experiences
★ Bureaucratic Walled Garden Mentality
★ Low Financial Incentive
★ A Stagnated Industry
★ Little Incentive to Innovate or Take Risks
And it was like that for a long
while.
Things are changing.
But what does it mean to you?
A little experiment
Molly and her Mobile
In the customer’s shoes
No, not a customer, user, audience member or RGU!
Who uses the a mobile device?
100%
Who uses email on their ‘phone’?
25%
Who uses the web on their ‘phone’?
50%
For looking up phone numbers?
30%
For blogging?
10%
For social networking?
15%
For finding information on the
move?
45%
Other suggestions?
Micro
blogging
Twitter Taking
Photos
Sending
Photos
Games
Making
Movies
Navigating
Talking
Olly the Organisation
In your work shoes
For marketing, research, audience development, engagement, doing business, remote working,
making art
Who sees “Mobile” as part of
their marketing strategy?
20%
Who uses mobile for remote working (other than voice)?
20%
Who has a website?
100%
Who’s worked with Locative Media?
12%
E.g. worked with artists like Jen Southern, Alfie Dennen, John McKerrell et al.
Who has a mobile site?
4%
Who’s tested their website on a
mobile?
15%
My “user story”
★ Signed up for conference online
★ Joined social network, contributed content
★ Booked travel and hotel online
★ Texted myself address info of venue
★ Checked conference twitter #tag from mobile app on iPhone
My “user story”★ Tweeted my participation from iPhone
★ Checked related email on train via mobile
★ Looked up phone number on organiser’s website via Safari on iPhone
★ Called organisers to confirm details
★ Used Google Maps on iPhone to find hotel
★ Used Twitpic to tweet conference photos via iPhone
Is your organisation
accessible via mobile?
Accessibility?
Mobile 2.0
Mobile 2.0?★ It’s all about Platforms
★ iPhone
★ Android
★ Blackberry
★ Ovi
★ SkyMarket
★ ... and others
Customers
iPhone &iPod Touch
Developers & App Store
Ecosystem
It’s much easier to work with mobile!
Now
iPhone Focus.
Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1-09 Q2-09
Units sold in Quarter
270,000 1,119,000 2,315,000 1,703,000 717,000 6,892,000 4,363,000 3,790,000
iPhone Sales by Quarter
Cumulative iPhone Sales
0
7,500,000
15,000,000
22,500,000
30,000,000
Q3 07Q4 07
Q1 08Q2 08
Q3 08Q4 08
Q1 09
Snapshot May ‘09
★ 21 Million iPhones in 80 countries
★ +13m iPod Touch
★ Apple #3 Mobile Phone manufacturer
★ 25,000+ Apps / 2.2 million downloads each day
★ 500 million apps downloaded (half a billion!)
App Store
Example Apps★ Investors - Loopt
★ Enterprise - Salesforce.com
★ Brands - Carling’s iPint, Audi,
★ Web Services - Facebook, Remember the Milk
★ Mobile Services - Urban Spoon, Flirtomatic
★ Disposables - iFart, Sonic Lighter, Ocarina
★ Games - Rolando from ng:moco
Case Study
★ A Cinema chain in Netherlands built an iPhone app and...
★ 110,000 iPhone installed app
★ 3rd most successful Dutch application
★ iPhone app drove 67% of total traffic
Source: Sharewire
Case Study
★ 10% of their users on Nokia handsets
★ Only 60% of those people actively used the app
★ They needed to market the app to this audience
★ Who required lots of support
Source: Sharewire
Case Study
★ 81% of traffic came from iPhone users
★ Who downloaded the app via the App Store with zero marketing spend
★ Of whom 98% were active
★ And required zero support
Source: Sharewire
The Opportunity?★ Investors - speculate (KPCB’s iFund)
★ Enterprise - mobile workforce
★ Brands - your brand in 21m pockets
★ Web Services - extend reach via mobile
★ Mobile Services - The App business
★ Disposable Apps - apps as accessories
★ Games Developers - a new platform
For the Arts?★ Marketing?
★ Brand recognition?
★ Deep audience engagement?
★ Value Add e.g. tours?
★ E-learning?
★ Market Research?
★ As a platform for artists?
If you want to know more...
Coffee Buzzwww.coffeebuzzapp.com
What we learnt...
Simple Strategies
Get a mobile- friendly Website!
How to make your website mobile friendly
★ Put your phone number on the homepage
★ Safari & other mobile browsers auto-detect phone numbers
★ Add some code so iPhones know it's a number can can call it with one click
Don’t use Flash!
At least not ONLY Flash
Consider Mobile Use Cases
★ Consider that some people will access your website via their phones
★ Maybe they just want your phone number so they can call you
★ Make sure they can get in touch
★ Don’t say ‘Sorry’, say ‘Hello’!
Monitor the web via mobile
And let’s not forget voice
Skype
★ Get a SkypeIn number
★ Your number in...
★ New York
★ London
★ Liverpool
★ Manchester
Phonefromhere.com
★ Web to talk - Add ‘Call Us Now’ to your web page
★ Lets customers call you for free
★ At the point of interest
SMS
SMS from your desktop
★ Send SMS to your customers
★ Because it’s personal
★ Useful for data, instructions & directions
★ Call to action
★ SMS your customers
★ Simply
★ Quickly
★ Cheaply
3jam.com
SMS Campaigns
★ Send ads out
★ Get responses back
★ Measure success
itagg.com
flytxt.com
smsjunkies.co.uk
Some Amazing Stuff
For inspiration...
Your Amazing Stuff?
For inspiration...
What have we learnt?
Are we moving to mobile?
Best bits, worst bits, cool new stuff?
Simple Mobile Strategies
★ Make sure your website is accessible via mobile
★ Make sure your website is useful via mobile
★ Don’t forget voice
★ SMS is easy to work with
Use Mobile Apps to...
★ Monitor your website
★ Update your blog
Make mobile apps to...
★ Extend your web service
★ ...and add new revenue streams
★ Reach new audiences via App Stores
Summary
★ Whilst big brands are leading, mobile is no longer out of reach for Creative Organisations
★ There are a range of mobile options, from voice integration, to SMS to Apps
★ Most are a natural extension of your web strategy!
Who will...
★ Make sure mobile is part of their communication strategy?
★ Use Location Based Services - online or on the move?
★ Consider mobile apps?
75% of audience said they will now
consider mobile as part of their digital strategy
More info @
★ www.treasuremytext.com
★ www.appostles.com
★ www.theamazingiphone.com