Online Marketing SummitPORTLAND | JUNE 16, 2010

The DOs and DONTs of Mobile Strategy

Jason GrigsbyCo-Founder and Mobile Strategist

Cloud Four

@grigs | Slides: http://bit.ly/grigs-oms10

1

Got 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/media/smw/

Opera Mini Traffic IncreasesUsage up 200% year-over-year

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

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

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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 Rely on Flash

Plants vs. Zombies

DON’Ts

#3 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

#4 Simple to Use Does Not Mean Dumb

How Do I Add an RSS Feed to My RSS Reader?

Don’t Skip Core Functionality

1024 x 768: Still No Way to Add RSS

Why Can’t You Subscribe to Podcasts in iTunes?

2001 Keynote

http://peanutbuttereggdirt.com/e/2010/02/07/the-ipads-no-computer-–-and-for-good-reason/

Digital Hub Strategy Sucks

Mobile is Primary Experience

Source: http://www.getelastic.com/mobile-app-dos-donts/

Shake the App to Find a Random Gift?

DON’Ts

#5 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

Why go to the Desktop Web?

Great Mobile Site. Good Luck Finding it.

URLs Don’t Open Apps

Why can’t I learn about iPad apps on my iPhone?

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

DOs

#1 Know Your Customers andWhat Devices They Use

“ Two new devices aimed

at defending the firm's

crumbling market share

against threats like the

Apple iPhone.

”http://www.mobile-weblog.com/50226711/rim_releases_two_new_smartphones.php

0

5

10

15

20

2007 2008 2009

Blackberry Market Share Since iPhone Release

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

iPhone Only Part of World Wide Market

1%4%7%

10%

15%

19%

44%

Symbian RIM iPhone Android Windows LinuxOthers

iPhone 15% of Smartphones, 3% of Total Phones Sold in Q1 2010http://www.gartner.com/it/page.jsp?id=1306513

U.S. Smartphone Subscribers

http://blog.nielsen.com/nielsenwire/online_mobile/iphone-vs-android/

4%3%

19%

9%

28%

35%

2%

Symbian RIM iPhone Android Windows LinuxPalm

Android Blasting Off

Outsold iPhone in U.S. Q1RIM 36%, Android 28%, iPhone 21%

20% Smartphones in UK Q1

50,000 applications

100,000 activations a day

21 OEMs, 48 countries, 59 carriers

Acer beTouch E110 – MarchAcer beTouch E400 – AprilAcer Liquid – A1Alcatel OT-980 – MayBluebird Pidion BIP-6000Chinavision The Robot Superphone – CVNC-M80Cool F910 – Apanda A60Compulab ExedaDell AeroDell Mini 5 – StreakDell Ophone mini3i – BenzineFoxda C8901Garmin Nuvifone A50Geek Phone OneGeneral Mobile BravaGeneral Mobile Cosmos – MarchGeneral Mobile Cosmos 2 – JuneGeneral Mobile DSTL1General Mobile Touch Stone – Late 2010Gigabyte GSmart Codfish G1305Gigabyte GSmart – S1200 AndroidHaier H7HighScreen PP5420HighScreen ZeusHisense HS-E90HKC PearlHTC BahamasHTC Click – Fiesta – TattooHTC Desire – Bravo – Incredible – March 26thHTC Desire 6200 – Verizon Droid ErisHTC DragonHTC Dream – T-Mobile G1HTC Evo – Supersonic – A9292HTC Hero – G2 TouchHTC HaloHTC HuangshanHTC Legend – March 30thHTC LancasterHTC LibertyHTC Memphis

HTC ParadiseHTC Magic – Sapphire – T-Mobile myTouch 3G – Google Ion – Dopod A6188HTC myTouch Slide – MyTouch 2 – Espresso – May 17thHTC Passion – Dragon – Zoom 2 – Nexus One – GooglePhoneHTC PredatorHTC Scorpion – Late 2010Huawei RBM2 – Der Allrounder – Red Bull MobileHuawei U8220 – U82226 – U8230 – T-Mobile PulseHuawei U8100 – U8110 – T-Mobile Pulse MiniHuawei U8300Huawei U8800Inbrics M1Innocomm SkateKogan AgoraKoolu Freerunner – Openmoko GTA02Kyocera Zio M6000 – JulyLenovo O1 OphoneLenovo LeNameLG Andro-1 – KH5200LG GT540 Swift – AprilLG GW620 InTouch Max – Eve – EtnaLG GW880 AmundsenLG LU2300 – JuneLG Prada 3 – LS680Lumigon T1 – MayLumigon S1 – JuneLumigon E1Motorola Backflip – MotusMotorola Devour A555 – Calgary – February 25thMotorola Droid – Sholes – Tao – MilestoneMotorola HeronMotorola i1Motorola LaJollaMotorola MB511 – RuthMotorola MB200Motorola MB300Motorola Mirage – Shadow – Nexus Two

Motorola Morrison – Cliq – DEXTMotorola Motoroi – Sholes Tablet – XT720Motorola MT710Motorola Opus One – Boost Mobile i1Motorola Sholes – XT701Motorola Quench – Cliq XT – Zeppelin – XT800Philips V808Philips V900Qigi i6Samsung Beam i8520 – HaloSamsung Behold 2 T939Samsung BigfootSamsung Galaxy i7500Samsung Galaxy Lite i5700 – Galaxy Mini – Spica – Galaxy PortalSamsung Galaxy SSamsung HoudiniSamsung i899Samsung M100S – SHW-M100SSamsung Moment – InstinctQ m900Samsung Saturn i6500Saygus VPhone V1Sciphone N12Sciphone N16Sciphone N17Sciphone N19Sciphone N21Sony Ericsson SunnySony Ericsson SusanSony Ericsson XPERIA X10 – Infinity – MarchSony Ericsson XPERIA X10 Mini – Robyn – JuneSony Ericsson XPERIA X10 Mini ProJuneSunno S880Tiger G3Vibo A688ZiiLABS Zii TrinityZTE BladeZTE SmoothZTE Racer

115 Android Phones Announced or Shipping

http://www.googleandblog.com/faq-about-google-android/

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:

14%

1%4%

14%

20%

47%

SymbianBlackberryiPhoneAndroidWebOSWindows/Others

2009 Smartphone Market Share (Gartner)

Phones currently shipping or projected to ship using WebKit in blue (85%).

WebKit & HTML5: Dominant Mobile Platform

By contrast, 10 smartphone operating systems.

Flirtomatic $15M in Revenue

• $12 per month from 175,000 paying customers

• 30% use the service seven times a day

• Sold 28,000 virtual gifts in the five days between Boxing Day and New Year’s Eve

Source: http://bit.ly/cck1xE | http://bit.ly/dpHbak

DOs

#3 Apps for Your Most Loyal Customers, Add Value

iPhone App Generated $400M in 2009

Second App for Most Avid Deal Hunters

Reward People for Downloading Your AppTake Advantage of Mobile Capabilities

DOs

#4 Consistent Experience Across Devices and Offline

Holistic Customer Experience

http://www.getelastic.com/mobile-app-dos-donts/

Drive Offline Sales with Mobile Apps

http://www.getelastic.com/offline-sales-mobile-apps/

DOs

#5 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

100 million people actively using Facebook from their mobile devices

http://blog.facebook.com/blog.php?post=297879717130

AUGMENTED REALITY

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

Google’s Three Mobile Behavior Groups

Repetitive now

Bored now

Urgent now

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

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

=

=

=

Luke’s Take on Mobile First

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

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/bit.ly/grigs-oms10 | @grigs | cloudfour.com | mobileportland.com

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116

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