Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de
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Transcript of Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de
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Mobile�Strategybecause�"slightly�mobile"�just�isn't�enough
Carsten LambrechtSenior Account Managerdkd Internet Service GmbH
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Mobile�„last�vs.�first“
Graceful�Degradation
Progressive�Enhancement
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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
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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.
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Mobile�Strategybecause�"slightly�mobile"�just�isn't�enough
Carsten LambrechtSenior Account Managerdkd Internet Service GmbH
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Agenda
Mobile
Web-Evolution
Devices
Usage
Synced
Conclusion
Strategy
Business
Customers
Analysis
Value Chain
Next Steps
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Team
Jens Hoffmann
Sascha Lüönd
Søren Schaffstein
Carsten Lambrecht
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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
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Mobile
Web-EvolutionDevice diversityContext of UseSynchronized
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Quelle: http://www.evolutionoftheweb.com
Web�evolution
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Information
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Web�1.0�-�Information
Logo
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Web�2.0�-�Communication
Logo
0:14
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Web�3.0�-�Relation
Logo
0:14
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Web�4.0�-�Internet�of�Things
Quelle: http://bradfrostweb.com/blog/post/this-is-the-web/
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Device�diversity
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device�diversity
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Interested�in�movies?
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device�diversity
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device�diversity
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Context�of�Use
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Todays�web�experience
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Daylife�
Of!ce Of!ce
☽☼Of!ce Of!ce
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Daylife�
Of!ce Of!ce
Of!ce Of!ce
☽☼
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Synchronized
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www.vgf-ffm.de
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Synchronizing�Disturbances
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Synchronizing�Disturbances
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Everything�is�synced�via�the�cloud
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Conclusion
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Conclusion�-�the�mobile�web
Mobile Web
Cross Device Concepts
The user is always on(line)
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Strategy
businesscustomersAnalysisValue Chain
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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
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Business
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Business
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Business
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Business
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Business�Model�Canvashttp://www.businessmodelgeneration.com/canvas
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http://www.businessmodelgeneration.com/canvas
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Customer�Journey
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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
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Looking�for�a�Taxi?
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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!
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SWOTSWOT�(Analysis)�:�Strengths,�Weaknesses,�Opportunities,�and�Threats
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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
![Page 47: Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de](https://reader033.fdocuments.us/reader033/viewer/2022061108/544f21bfaf795902708b4a82/html5/thumbnails/47.jpg)
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
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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
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Value�Chain
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Value�Chain
Taxi Driver Taxi Call Center Customer
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Value�Chain
Taxi Driver Customer
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Value�Chain
Artist Publisher Shops CustomerWhole Sale
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Value�Chain
Artist Publisher CustomerDownload Shops
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Value�Chain
Artist Publisher Customer
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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
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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
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Value�Chain�-�B2B2B2C
B2B2B2C
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Next�Steps
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1 Analysis2 Workshop
Next�Steps @casilas
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1 Analysis2 Workshop
Next�Steps @casilas
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1 Analysis2 Workshop
Next�Steps @casilas
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1 Analysis2 Workshop
RWDm.url.tld Web APP native APP
Next�Steps @casilas @dkd_de
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1 Analysis2 Workshop
RWDm.url.tld Web APP native APP
Next�Steps @casilas @dkd_de
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Next�Steps
Thank�You
@casilas @dkd_de