Look Again At Mobile 2009
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![Page 1: Look Again At Mobile 2009](https://reader035.fdocuments.us/reader035/viewer/2022081518/54b5586a4a7959bb4e8b46ec/html5/thumbnails/1.jpg)
A New Look at Mobile:Simple Strategies for
Organisations
Katie Lips.
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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!
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So..... Mobile?
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LBS, Moblogging, Geolocation, App Stores, Ecosystems,
Microblogging, SMS Campaigns, Open Source,
Widgets, Developer Programmes, Locative Media,
Mobile 2.0....
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And what have I missed?
Phonecalls!Downloads!
Catching up!
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I’m going to...
★Introduce simple ideas for organisations beginning to work with mobile
★but also...
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I’m going to...
★ Conduct Market Research
★ Talk about other people's services
★ Ask you to help out with my presentation!
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Mobile.
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“It’s sort of the Internet”....
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“So why is it so difficult?”
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In the beginning...
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Oldskool Mobile.
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“While the mobile data industry holds considerable promise in future, the existing ecosystem is challenging for the grassroots entrepreneur.”- Ajit Jaokar, Open Gardens.
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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
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And it was like that for a long
while.
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Things are changing.
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But what does it mean to you?
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A little experiment
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Molly and her Mobile
In the customer’s shoes
No, not a customer, user, audience member or RGU!
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Who uses the a mobile device?
100%
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Who uses email on their ‘phone’?
25%
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Who uses the web on their ‘phone’?
50%
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For looking up phone numbers?
30%
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For blogging?
10%
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For social networking?
15%
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For finding information on the
move?
45%
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Other suggestions?
Micro
blogging
Twitter Taking
Photos
Sending
Photos
Games
Making
Movies
Navigating
Talking
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Olly the Organisation
In your work shoes
For marketing, research, audience development, engagement, doing business, remote working,
making art
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Who sees “Mobile” as part of
their marketing strategy?
20%
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Who uses mobile for remote working (other than voice)?
20%
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Who has a website?
100%
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Who’s worked with Locative Media?
12%
E.g. worked with artists like Jen Southern, Alfie Dennen, John McKerrell et al.
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Who has a mobile site?
4%
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Who’s tested their website on a
mobile?
15%
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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
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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
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Is your organisation
accessible via mobile?
Accessibility?
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Mobile 2.0
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Mobile 2.0?★ It’s all about Platforms
★ iPhone
★ Android
★ Blackberry
★ Ovi
★ SkyMarket
★ ... and others
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Customers
iPhone &iPod Touch
Developers & App Store
Ecosystem
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It’s much easier to work with mobile!
Now
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iPhone Focus.
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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
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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
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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!)
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App Store
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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
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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
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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
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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
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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
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For the Arts?★ Marketing?
★ Brand recognition?
★ Deep audience engagement?
★ Value Add e.g. tours?
★ E-learning?
★ Market Research?
★ As a platform for artists?
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If you want to know more...
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Coffee Buzzwww.coffeebuzzapp.com
What we learnt...
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Simple Strategies
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Get a mobile- friendly Website!
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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
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Don’t use Flash!
At least not ONLY Flash
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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’!
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Monitor the web via mobile
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And let’s not forget voice
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Skype
★ Get a SkypeIn number
★ Your number in...
★ New York
★ London
★ Liverpool
★ Manchester
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Phonefromhere.com
★ Web to talk - Add ‘Call Us Now’ to your web page
★ Lets customers call you for free
★ At the point of interest
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SMS
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SMS from your desktop
★ Send SMS to your customers
★ Because it’s personal
★ Useful for data, instructions & directions
★ Call to action
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★ SMS your customers
★ Simply
★ Quickly
★ Cheaply
3jam.com
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SMS Campaigns
★ Send ads out
★ Get responses back
★ Measure success
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itagg.com
flytxt.com
smsjunkies.co.uk
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Some Amazing Stuff
For inspiration...
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Your Amazing Stuff?
For inspiration...
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What have we learnt?
Are we moving to mobile?
Best bits, worst bits, cool new stuff?
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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
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Use Mobile Apps to...
★ Monitor your website
★ Update your blog
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Make mobile apps to...
★ Extend your web service
★ ...and add new revenue streams
★ Reach new audiences via App Stores
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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!
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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
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More info @
★ www.treasuremytext.com
★ www.appostles.com
★ www.theamazingiphone.com