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These things are ridiculous...but they are actually happening

1. The 3 types of mobile projects

2. How to do them right (or wrong)

3. A few steps to create mobile value

Technology cyclesMainframe Computing

Mini Computing

Personal Computing

Internet Computing

Mobile Computing

1990s1980s1970s 2000s

courtesy of Mary Meeker

1960s

The Mobile Maturity Model

The 3 Mobile Program Types

Type 1

Tick The Box

DQ Restaurant Finder

everyone has seen the Apple commercials with the tagline, “There’s an app for that!”

Well, we felt it was finally time to launch our very own Dairy Queen iPhone Application.

The user experience on the application was intentionally simplified as compared to the full DQ website.

“

”

• The boss asked you to, so you did it

• “Me too” initiative

• No long-term strategy

• Content scrapped from website

• Cheap!

Type 1 Characteristics

What you need to know

Keep it up to date Avoid going custom Set expectations

0

75

150

225

300

20072008

20092010

Where is “Tick The Box” in the Maturity Model?

Type 2

The Gimmick

Klondike Unfoiled Gummie Mug

Type 2 Characteristics

• Innovative or cool, but not necessarily useful or thought out

• Short-lived with large initial interest

• Capitalizes on trends

*

But gimmicks aren’t always bad...*As long as you know why you’re doing them

Over a 1 year period, here are these apps’ rankings

Gummie Mug has 5x the search results of Klondike

The objective of these apps wasn’t to accomplish a purchase, it was to raise awareness

If gimmick = True, at least do it well

Make something I want to share

Invest in designDon’t make users do ridiculous things.

Mobile PSA

The days of putting your app in the app store and having it be an instant hit are over.

Mobile ads

CTAs on web Email In-store

Training Videos PR Push

Your Marketing Plan:Highly Coordinated

Drafted WAY in advance of launch

Where is “The Gimmick” in the Maturity Model?

Type 3

The Product

Sephora to Go Chase Bank

• Long-term investment

• Requires long-term support

• Concrete metrics for success

• Extension or creation of new product or service

Type 3 Characteristics

*

Just because it’s a product doesn’t mean it has to be boring

gimmick + product = success

*

Pizza Hut took their core service and made it fun via gimmicks

Mobile is huge for Intuit, the company behind TurboTax.

With SnapTax they extended their service and had a slew of coverage that cemented their place in mobile.

Where is “The Product” in the Maturity Model?

Now What?

5 Steps to Create Value

Broaden your horizons...

Workforce Enablement Point of Sale Business Intelligence

Sales Marketing Security

Inventory Management

Training

1.

Give all departments an index card to answer “list a way mobile could better

your role”

Not all ideas will be good, or feasible

Focus on opportunity, not technology

iPads in-s

tore to

demonst

rate the

product

An app to help employees network

Gather Requirements2.

Everything+ kitchen sink

Set objectives3.

Development Hosting Marketing

Hardware Updates Licensing

Maintenance

Content/API

Calculate cost of ownership4.

Don’t let technology get in the way of objectives

5.

Stop the QRaziness

Mobile PSA

It doesn’t get good resultsMost marketers don’t use it right

Sam Gaddis

Sam Gaddis, CMOmutualmobile.comTwitter: @mutualmobile

bit.ly/mGimmicks