Case: !How to get to a Smartphone & Tablet Vision & Strategy... and execution

Product Tank Amsterdam, March 26th ‘13 Jan-Joost Kraal @jjkraal

25%

311.000

7.800 “To be the heart of commerce”

VISION & STRATEGY. THAT THING YOU NEED TO DO WHILE YOU’RE PUTTING OUT FIRES ELSEWHERE

“I give you my watch, so you can tell me what time it is”

Assignment 1.  Understand:

…what position we currently have; …how Smartphones and Tablets are developing as a channel and technology for classifieds;

2.  How to deal with this changing channel/technology;

3.  Choices for how we approach this strategically (not tactically) 2013-2016;

4.  Consequences for Marktplaats in 2013.

Actual Objective:

A wake-up call

and get people

moving

How bad was The Situation (on Mobile)?

Not bad at all.!But this is often the core of the challenge:

Where money is made

New Stuff, That needs to deliver the same amount of money But doesn’t...yet...if ever...

Short term cash always wins...

Mobile /Classifieds

2013 2014 2015 2016

Mobile & Tablet & Commerce Trends

Approach

Co-create with key stakeholders

Desk research

16 internal Interviews

4 Workshops Synthesis Mobile&

Tablet Vision & Strategy

Next steps

Internal Interviews

1.  To understand the situation and thought patterns

2.  To get buy-in (someone’s listening)"

and the fun part... 3. Giving back the results

Doing a workshop

An inspiring location

Clear Objectives 1.  Understand changing Mobile/Tablet User Behavior

2.  Create an image of Marktplaats Mobile / Tablet in 2016

3.  Identify what we think is important for "our Mobile / Tablet Future

Not: Define a Mobile Vision and Strategy Also not: identifying features

Actual Objective:

Understand Mobile

by Experiencing it

2008 2012 2016

Smartphones

Tablets

Internet access

Online communication

Social nw

PC/Laptop in UK, already 25% "mobile only

(330M active users)

No iPad 100 M iPads, overtaking PC sales

?

PC will not be "primary access tool

?

?

?

Show Changing Landscape

Show the actual Changing Situation!- Both Generic and Specific

via  Asymco.com  

Show Their Own Changing Behavior as a consumer

Use of this app has changed behaviour

Get Visual Support

Submerge in the actual actions taken 7.00 12.00 18.00 24.00

Action

Smartphone

Tablet

Break-fast!

Brings kids to daycare!

checks mail!

Bath-room!

Views News!

checks mail! checks

shops!

Bike to !work!

Discusses baby stuff

with colleague!

Solving Problem

What’s the best shop?!

Crack the Clichés

“Yeah, local is really important. we should do

local”!

“SOLOMO TO THE RESCUE!”!

“wow, that was inspiring”...and then we all went back to work

SYNTHESIS Combining the results of Workshops, Interviews and Desk Research

SWOT or NOT?

(blank)

Taking the current reality Look at other headphones

Decide price

Take pictures

Enter description

Live on Marktplaats!

See if it looks good

Adapt ad text

Check # of views

Receive first bid

Receive question (email)

Respond to email

Check # of views

Receive second bid

Receive third bid

Possible buyer calls to drop by

Receive good bid

Contact bidder

Check for reaction of

good bidder Change

status of ad Agree time

& place

Wait for possible

buyer

Check for reaction of

good bidder

Possible buyer not interested

Bidder reacts

Price agreed

Waiting for money transfer

Wrap headphones

Money received

Go to Post office Done!

Combining it with generic UX and Market Insights on how people use Mobile...

Me time

Socialize

Shop

Accomplish

Prepare

Discover

Self-express

46%

19%

12%

11%

7%

4%

2%

BBDO/AOL research 2012

Hierarchy of actions Time division of activities

(image removed, eBay proprietary research 2012)

... relating that back to the key differences between devices...

Always on Always on me

In every context

More than Desktop, these devices are ...

...lead us to specific themes!as input for the Vision & Strategy

More than Tablet, the Smartphone...

MOBILE & TABLET!VISION & STRATEGY

Which led to a

Iterate on the poetry of a cracking one-liner

This takes time, but you’ll know when you nailed it.

A Cracking one-liner An even better one-liner

Short Term Strategy

Mobile Specific Strategy

Mobile-specific strategy

Short Term Strategy

Tablet-specific strategy

2013

20

13 -

16 Cross platform specific

Strategy

Vision

Strategy

Short Term Strategy

Cross platform specific Strategy Maybe somewhat

tactical...

...but that helps

PUTTING THE STRATEGY IN ACTION

This is where it gets tough...

What we proposed

1. Invest in Mobile Mindset

2. Invest in Mobile Development

This worked well:

“leve

l of m

obile

sop

histic

atio

n”

Multi channel (consolidate)

Cross channel (optimize)

Mobile specific (transform)

Advanced (we can’t know yet)

Evolution of mobile (time)

No Mobile

(model by Forrester Research)

Vision: !Where do we go?!!Strategy: !How do we get there?!

Showing a vague yet inspiring high level path from a well known analyst

Inspiration Research Purchase Post order

Browse for chairs

Read on "interior design

In store: send a photo"of a chair to a friend to ask her opinion

Check for more"stores around me

Write a review of the "store

Compare online stores"for the best price

Order the chair "online

Place a picture on "Facebook of my new"chair

(again) Relating to a real world situation

Browser access + 20 years of standardization

Packaged software + 4 years of ‘discovery’

Frontend: limited resources required

Frontend: separate platforms + QA challenge + UX challenge

Both use the same strong Backend

Emphasising the difference in technology

PO/UX/Design

QA

UX/Design

Frontend

Backend

...and in mindset. Visually: Mobile Focus Desktop Focus

1. Invest in Mobile Mindset

Measurable investment

Measurable investment

Measurable action

Measurable action

Measurable action

Define actions so clear that you can get immediate sign off by Management

Q1  

Q2  

...and relating the results back to the current reality Q1   Q2   Q3   Q4  

Mob

ile    

Tablet  

Mweb

 

basic  stuff  

big  idea  

Release  2.2  feature  feature  feature    feature  feature  

Release  2.3  feature  feature  feature    feature  feature  

Release  2.4  feature  feature  feature    feature  feature  

Release  3.0  feature  feature  feature  

   

ideas      

Release  3.1  feature  idea  idea  

Backend  stuff  

Release  1.0  idea  

 

   

 ideas  

       

specific  expeirence  for  a  

ver<cal  

Release  1.1  idea  idea  idea    

Release  2.0  idea    

several  features  

Short  Term  Strategy  

Short  Term  Strategy  

Cross  plaCorm  Strategy  

Tablet  specific  Strategy  

Mobile  Specific  Strategy  

Short  Term  Strategy  

So: Dissect, Define and Visualize

But does it work in practice?

Yes, but only if you keep on advocating the story

C’EST TOUT…

“At Google, we believe that mobile represents a sociological shift in the way

users relate with both the digital and physical world. Businesses that !

understand this will win.”

(End with a quote by a leading company that you believe in)