Mobile�Strategybecause�"slightly�mobile"�just�isn't�enough
Carsten LambrechtSenior Account Managerdkd Internet Service GmbH
Mobile�„last�vs.�first“
Graceful�Degradation
Progressive�Enhancement
RWDTech�Stuff?
Progressive Enhancement
Responsive Web Design
AWDAdaptive Web Design
Graceful Degradation
Content�is�King
Break-Points
Mobile First
Adaptive Images
Second Screen
Media querries
RWDNo�Tech�Stuff!
Progressive Enhancement
Responsive Web Design
AWDAdaptive Web Design
Graceful Degradation
Content�is�King
Break-Points
Mobile First
Adaptive Images
Second Screen
Media querries
This�talk�is�business�related....
so�back�to�start.
Mobile�Strategybecause�"slightly�mobile"�just�isn't�enough
Carsten LambrechtSenior Account Managerdkd Internet Service GmbH
Agenda
Mobile
Web-Evolution
Devices
Usage
Synced
Conclusion
Strategy
Business
Customers
Analysis
Value Chain
Next Steps
Team
Jens Hoffmann
Sascha Lüönd
Søren Schaffstein
Carsten Lambrecht
Carsten�Lambrecht
Born in 1975
started as Gra!k Designer
Marketing Knowledge
TYPO3 since 2005
mobile Projects since 2008
Quelle: http://commons.wikimedia.org/wiki/File:Commodore64.jpg
Quelle: http://www.webdesignerdepot.com/2009/05/the-evolution-of-cell-phone-design-between-1983-2009/
Quelle: http://pdadb.net/index.php?m=specs&id=2&c=hewlett-packard_jornada_720
Mobile
Web-EvolutionDevice diversityContext of UseSynchronized
Quelle: http://www.evolutionoftheweb.com
Web�evolution
Information
Web�1.0�-�Information
Logo
Web�2.0�-�Communication
Logo
0:14
Web�3.0�-�Relation
Logo
0:14
Web�4.0�-�Internet�of�Things
Quelle: http://bradfrostweb.com/blog/post/this-is-the-web/
Device�diversity
device�diversity
Interested�in�movies?
device�diversity
device�diversity
Context�of�Use
Todays�web�experience
Daylife�
Of!ce Of!ce
☽☼Of!ce Of!ce
Daylife�
Of!ce Of!ce
Of!ce Of!ce
☽☼
Synchronized
www.vgf-ffm.de
Synchronizing�Disturbances
Synchronizing�Disturbances
Everything�is�synced�via�the�cloud
Conclusion
Conclusion�-�the�mobile�web
Mobile Web
Cross Device Concepts
The user is always on(line)
Strategy
businesscustomersAnalysisValue Chain
How�to�decide?First�Mover,�Trendsetter,�Fast�Follower,�Late�Mover
Bild-Quellen: http://neuerdings.com/2008/03/18/saehan-mpman-f10-der-ruin-der-musikindustrie/ - http://www.chip.de/ii/9/1/6/7/1/1/9/cc1193daddc9e21f.jpg - http://www.chip.de/ii/1/0/8/7/0/2/9/5/zune-51295c8d82034d75.jpg
Business
Business
Business
Business
Business�Model�Canvashttp://www.businessmodelgeneration.com/canvas
http://www.businessmodelgeneration.com/canvas
Customer�Journey
Customer�Journey
before
during
after
awar
enes
s
consideration
purchase
own
- usa
ge
reconsideration
Bild-Quellen: http://commons.wikimedia.org/wiki/File:MargaretCafe_PasteisDeNata.JPG
atte
ntio
n
informe & argue
secure & ease of use
serv
ice
& s
atis
fact
ion
honors loyalty
Looking�for�a�Taxi?
Taxi�Customer�Journey
before
during
after
awar
enes
s
consideration
purchase
own
- usa
ge
reconsideration
atte
ntio
n
informe & argue
secure & ease of use
serv
ice
& s
atis
fact
ion
honors loyalty
Need a Taxi
Subway or Taxi?
walk?
Taxi around?phone call
number?no Problem
smartphone and google
Landingpagewrong number
where am i?
wrong carI SAID: I need a ride for 5!
strange driver
wrong way
expensivebusiness card
never ever!
SWOTSWOT�(Analysis)�:�Strengths,�Weaknesses,�Opportunities,�and�Threats
before
during
after
awar
enes
s
consideration
purchase
own
- usa
ge
reconsideration
atte
ntio
n
informe & argue
secure & ease of use
serv
ice
& s
atis
fact
ion
honors loyalty
Need a Taxi
Subway or Taxi?
walk?
Taxi around?phone call
number?no Problem
smartphone and google
Landingpagewrong number
where am i?
wrong carI SAID: I need a ride for 5!
strange driver
wrong way
expensivebusiness card
never ever!
Touchpoints
Taxi�Customer�Journey
during
consideration
purchase
own
- usa
ge
informe & argue
secure & ease of use
serv
ice
& s
atis
fact
ion
Taxi around?phone call
number?no Problem
smartphone and google
Landingpagewrong number
where am i?
wrong carI SAID: I need a ride for 5!
Taxi�Customer�Journey
Bild-Quelle: https://www.mytaxi.com
SStrengths WWeaknesses
exte
rnal OOpportunities
inte
rnal
helpfull harmfull
TThreats
many Taxis not around
GPS costs
increasing
smartphone usage
local
price battle
Todays�Taxi�Customer�Journey
before
during
after
awar
enes
s
consideration
purchase
own
- usa
ge
reconsideration
atte
ntio
n
informe & argue
secure & ease of use
serv
ice
& s
atis
fact
ion
honors loyalty
Need a Taxi
Subway or Taxi?
walk?
Taxi around?phone call
number?no Problem
smartphone and google
Landingpagewrong number
where am i?
wrong carI SAID: I need a ride for 5!
strange driver
wrong way
expensivebusiness card
never ever!Bild-Quelle: https://www.mytaxi.com
click
click
ratings
Favorites
Value�Chain
Value�Chain
Taxi Driver Taxi Call Center Customer
Value�Chain
Taxi Driver Customer
Value�Chain
Artist Publisher Shops CustomerWhole Sale
Value�Chain
Artist Publisher CustomerDownload Shops
Value�Chain
Artist Publisher Customer
Value�Chain
Factory Whole Sale Shop
Quelle:http://stevesayswhat.com/2010/11/11/nikeid-and-why-it-is-awesomesauce/ - http://blog.mzee.com/2008/08/25/nike-id-fragen-an-das-nike-id-team/
Customer
Value�Chain
Factory
Quelle:http://stevesayswhat.com/2010/11/11/nikeid-and-why-it-is-awesomesauce/ - http://blog.mzee.com/2008/08/25/nike-id-fragen-an-das-nike-id-team/
Customer
Value�Chain�-�B2B2B2C
B2B2B2C
Next�Steps
1 Analysis2 Workshop
Next�Steps @casilas
1 Analysis2 Workshop
Next�Steps @casilas
1 Analysis2 Workshop
Next�Steps @casilas
1 Analysis2 Workshop
RWDm.url.tld Web APP native APP
Next�Steps @casilas @dkd_de
1 Analysis2 Workshop
RWDm.url.tld Web APP native APP
Next�Steps @casilas @dkd_de
Next�Steps
Thank�You
@casilas @dkd_de