Get Me a Mobile Strategy or You’re FIRED!

Jason GrigsbySlides: bit.ly/grigs-innotech2011Tweets during talk: @grigs_talks@grigs • jason@cloudfour.comcloudfour.com/blog • mobileportand.com

Get a lot of email from this guy...http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/

Mobile is Disruptive Technology

http://www.flickr.com/photos/talkephotography/4523849236/ Creative Commons BY-NC-SA 2.0

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Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

http://www.opera.com/smw/

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16

Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

http://www.flickr.com/photos/76074333@N00/317952268/ | http://futuristmovie.com Creative Commons BY-NC-SA 2.0

ME NEED IPHONE APP.http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/

We’ve been here before...

and it wasn’t pretty.

DON’Ts

Don’t Assume Customers Have Downloaded Your App#1

DON’Ts

#2 Don’t Make Finding Store Locations & Hours Difficult

Do as We Say, Not as We do.

http://www.mac-wallpapers.com/Apple-Wallpapers/white-apple-logo-wallpaper/

DON’Ts

#3 Don’t forget that the ‘U’ in URL stands for Universal*

* it actually stands for ‘uniform.’ ah well, close enough. ;-)

URLs Should Go to Content, Not Mobile Home

Links don’t open apps

http://www.flickr.com/photos/mattimattila/4001221570/

Should the iPad Get Your Mobile Site?

Device Detection Must Be Core Part of Your Mobile Strategy

http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes

Web Content Management Systems are the Mainframes of the Mobile Era

Features of New Platforms

Integrated image resizing

Video conversion and resizing

Separation of content from markup so content can be used in native apps

Prioritization of content based on context

Full-featured APIs

http://www.flickr.com/photos/expressmonorail/3046970004/sizes/l/

DON’Ts

#4 Don’t be believe the media (or mobile experts for that matter)*

* Yes, that includes me!

Which is better? Who’s going to win?http://www.flickr.com/photos/jsymmetry/166749290/

http://www.flickr.com/photos/earlysound/2710970750/ Creative Commons

Question Group Think

Question Group Think

http://www.flickr.com/photos/fxp/2374147405/sizes/l/

Do Apps Create Platform Lock-in?

If you've bought $200 worth of applications for your smartphone, you're much less likely to switch to a different model in the future.

In short, high spending on smartphone apps ensures long-term platform loyalty.

App Cost

Twitter for iPhone Free

Reeder $2.99

Instapaper $4.99

Facebook Free

1Password $9.99

Total $17.97

Do Apps REALLY Create Platform Lock-in?

Switching Costs are Lower

Are App Stores Essential to a Platform’s Success?

1. Android Has Horrible App Store2. Needs to improve App Store to Compete

3. Oh Wait... Nevermind

http://www.comscore.com/Press_Events/Press_Releases/2011/1/comScore_Reports_November_2010_U.S._Mobile_Subscriber_Market_Share

2%2.8%7.7%

25.2%

28.9%

33.0%

Android RIM iPhone Windows Palm Others

http://www.millennialmedia.com/wp-content/images/mobilemix/MM-MobileMix-Dec2010.pdf

Unlimited Voice, Text and Web for $40/mo.

http://blog.comscore.com/2011/01/verizon_iphone_mobile_market.html

81% of iPhone owners have household incomes greater than the U.S. median household income

The analyst says Cook “appeared to reaffirm the notion that Apple is likely to develop lower priced offerings” to expand the market for the iPhone. Cook said the company is planning “clever things” to address the prepaid market, and that Apple did not want its products to be “just for the rich,” and that the company is “not ceding any market.”

Cheaper iPhone Will Be a Big Deal(I think. Remember I don’t know either!)

http://blogs.forbes.com/ericsavitz/2011/02/28/apple-plots-move-to-expand-iphones-market-share/

Why compare mobile to the PC market?

http://www.flickr.com/photos/mesq/413104380/sizes/o/

DOs

#1 Know Your Customers andWhat Devices They Use

iPhone Only Part of World Wide Market

4%4%

16%

16%

23%

37%

Symbian Android RIM iPhone WindowsOther

Android 23%, iPhone 16% in 2010http://www.gartner.com/it/page.jsp?id=1421013

U.S. Smartphone Subscribers Feb 2011

http://www.comscore.com/Press_Events/Press_Releases/2011/1/comScore_Reports_November_2010_U.S._Mobile_Subscriber_Market_Share

2%2.8%7.7%

25.2%

28.9%

33.0%

Android RIM iPhone Windows Palm Others

Know Your Demographics

Blackberry has

40%global enterprisemobile market.

Emerging markets

80%of worldwideMMS traffic.

Source: http://bit.ly/dlpGt8

Know Your Geography

Blackberry has

37%Latin America

smartphone market.

Sharp sells

80%of its phones in

Japan, leads market.

Most popular phone for youth in Brazil is Blackberry.Blackberry Messenger is Addictive. Network Effects.

Ask Them

Use Mobile Analytics

What are your customers using?

DOs

#2 Look beyond native apps to mobile web, SMS & MMS

BMW Turned $70k MMS into $45M Revenue

Find a single report that doesn’t showexponential growth for mobile web.

CHALLENGE:

4%4%

16%

16%

23%

38%

SymbianAndroidBlackberryiPhoneWebOSWindows/Others

2010 Smartphone Market Share (Gartner)

Phones currently shipping WebKit in blue (96%).

WebKit & HTML5: Dominant Mobile Platform

By contrast, 10 smartphone operating systems.

DOs

#3 Apps for Your Most Loyal Customers, Add Value

iPhone App Generated $600M in First Year

Second App for Most Avid Deal Hunters

Reward People for Downloading Your AppTake Advantage of Mobile Capabilities

DOs

#4 Understand Mobile Context

Create a product,

don’t re-imagine one

for small screens.

Great mobile

products are created,

never ported.

–Brian Fling

Mobile’s Eight Unique Abilities

http://bit.ly/b3oUtH | http://bit.ly/92TYAR

http://www.flickr.com/photos/fchouse/2829381653/

PERSONAL

63% do not share phone

PERMANENTLY CARRIED

~50% of US admit to sleeping with phone

http://www.flickr.com/photos/kk/3615287378/

ALWAYS ON http://www.flickr.com/photos/gilderic/3517477267/

BUILT-IN PAYMENT CHANNEL

CREATIVE IMPULSE

http://www.flickr.com/photos/d_a_v_i_d_m_/246298437/

http://www.flickr.com/photos/memotions/259656126/

ACCURATE MEASUREMENT

http://www.flickr.com/photos/mythoto/1234638761/SOCIAL CONTEXT

AUGMENTED REALITY

http://issuu.com/mkparsley/docs/ikea

Google’s Three Mobile Behavior Groups

Urgent now

Repetitive now

Bored now

http://www.informationweek.com/blog/main/archives/2007/04/google_lays_out.html

80% during misc downtime

76% while waiting in lines

62% while watching TV

69% for point of sale research

http://blog.compete.com/2010/03/12/smartphone-owners-a-ready-and-willing-audience/

CORE PRINCIPLE

Mobile First

3

Mobile First at Google

Google programmers are doing work

on mobile applications first, because

they are better apps and that's what

top programmers want to develop.

–Eric Schmidt, Google CEO

Source: http://aneventapart.com/2010/seattle/slides/04_wroblewski.pdf

Growth

Constraints

Capabilities

Opportunity

Focus

Innovation

=

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Luke’s Take on Mobile First

http://www.lukew.com/ff/entry.asp?933

http://www.lukew.com/ff/entry.asp?1117

http://www.lukew.com/ff/entry.asp?1117

ME NEED IPHONE APP.http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/

What is your mobile strategy?

There shouldn’t be a mobile strategy.

It should simply be THE strategy.

Mobile is disruptive technology.It will touch all aspects of your business.

Plan accordingly.

Mobile First

Slides: bit.ly/grigs-innotech2011 | @grigs | jason@cloudfour.com | cloudfour.com/blog | mobileportland.com

Mobile Portland

4th Monday, 6pm