One Size Doesn't Fit All: Selecting The Right Mobile Strategy

ONE SIZE DOESN’T FIT ALL:

SELECTING THE RIGHT MOBILE STRATEGY

Copyright © 2013 Rightpoint | Proprietary and Confidential 2

TABLE OF CONTENTS

1 Mobile strategy overview

2 Why mobile, why now?

3 Understanding your mobile strategy options

4 Best practices and key considerations

5 Weighing your options

6 Recap and Questions

MOBILE STRATEGY OVERVIEW


WHICH MOBILE STRATEGY IS RIGHT FOR YOU?

The key to a successful mobile strategy is aligning user needs with your

business goals and evolving mobile technologies. Once you

have alignment, focus on determining the right strategy for you:

RESPONSIVE WEBSITE MOBILE WEB APPLICATION NATIVE APPLICATION HYBRID APPLICATION

WHY MOBILE, WHY NOW?


Time spent with mobile phones

and tablets (excluding voice calls)

has nearly tripled since 2011.


MOBILE IS PLAYING A LARGER PART…

Source: eMarketer, Sept 2013

Year over year mobile commerce revenue

growth from 2012-2013

68%

In the purchase path…

Of respondents indicate they

receive breaking news text alerts

or notifications via mobile

31%

In news consumption…

Source: Mojiva, State of mobile news consumption, 11/12

of email opens

come via mobile

42% In blurring

personal &

work lines…

Source: Hubspot


AND USERS INCREASINGLY EXPECT MOBILE EXPERIENCES…

of tablet users expect to wait less than three

seconds to get to a website.1

1 Source: Keynote Competitive Research, Mobile User Survey

To be fast…

of smartphone users want websites to load

within four seconds.1

60%

64%

of smartphone users said a frustrating experience on a (mobile)

website would hurt the perception of the brand.2

To be optimized…

55%

of mobile users will simply “move on” or abandon a site if

they encounter a non-mobile-friendly user experience.2

2 Source: Google, Q3 2012

61%

UNDERSTANDING YOUR MOBILE STRATEGY OPTIONS


GETTING YOUR HEAD AROUND THE MOBILE LANDSCAPE

• Use special code called CSS Media Queries to detect screen width

• Adapts a website’s layout to various device screen sizes

RESPONSIVE WEBSITE


Source: www.nixon.com/us/en/mens/




• Adapt a website’s layout to various device screen sizes

RESPONSIVE WEBSITE

MOBILE WEB APPLICATION

• Designed and built for mobile web browsers

• Compatible with all smartphones and tablets via mobile web browser


Source: oakley.com



NATIVE APPLICATION



RESPONSIVE WEBSITE




• Designed and built for mobile operating systems (iOS, Android, Windows 8)

• Customers install on their phone from an App Store download

• Accesses and uses phone features, e.g. camera, scan, GPS, and other functions


Source: Jackthreads app for iPhone and Android



NATIVE APPLICATION



RESPONSIVE WEBSITE




• Designed and built for mobile operating systems (iOS, Android, Windows 8)

• Customers install on their phone from an App Store download

• Access and use phone features, e.g. camera, scan, camera, and other functions

HYBRID APPLICATION

• Available in App Stores and takes advantage of phone features

• Relies on web technologies, but runs locally on the device via an embedded browser


Source: Walgreens app for iPhone and Android

BEST PRACTICES


BEST PRACTICES FOR SUPPORTING STRATEGY IMPLEMENTATION

NATIVE APPLICATIONRESPONSIVE WEBSITE MOBILE WEB APPLICATION HYBRID APPLICATION


TREAT YOUR STRATEGY AS A PRACTICE

Treating Mobile Strategy as a practice will enable you to continually align

business goals, audience needs, and evolving technologies.Mobile strategy as a practice not a project1



GO AFTER MEASURABLE OUTCOMES



Clearly mapping business goals to measurable outcomes will enable you to

effectively manage and refine your strategy based on performance.Map business goals to measurable outcomes2



DESIGN FOR NEEDS AND GOALS OF YOUR CORE AUDIENCE





Taking the time to understand the needs, challenges, and desires of your

target audience will provide strategic insights into your strategy as a

practice.

Understand your audience and design for them3



KEEP YOUR BUSINESS UNITS AND LEADERS ALIGNED





Taking the time to understand the needs, challenges, and desires of your

target audience will provide strategic insights into your strategy as a

practice.

Understand your audience and design for them3

Continually circulating your strategy across your business units and leaders

will strengthen your enterprise and provide productive outlets for innovation. Distribute strategy to business units and leaders4


KEY CONSIDERATIONS AND WEIGHING YOUR OPTIONS


TO DECIDE ON THE RIGHT STRATEGY, ASK THE RIGHT QUESTIONS

1. Do you need to take advantage of phone functionality?

2. Do you need to monetize content and support purchasing?

3. Do you need cross-platform compatibility and CMS driven?

4. Do you need something cost effective and easy to maintain?

5. Do you need a personalized experience for your target audience?

6. Do you have a complex design and user interface?

7. Do you need the ability to function with no connectivity?

NATIVE

APPLICATIONRESPONSIVE

WEBSITE

MOBILE WEB

APPLICATION

HYBRID

APPLICATION


WEIGHING YOU OPTIONS AND MOVING TOWARDS A STRATEGY

NATIVE APPLICATIONRESPONSIVE WEBSITE MOBILE WEB

APPLICATION

HYBRID APPLICATION

DEVELOPMENT COST

DEVICE FEATURES

SPEED

INSTALLATION

DISCOVERABILITY

USER EXPERIENCE

PLATFORM

RESTRICTION, APPROVAL, FEES

More expensiveModerate Cost effective Reasonable

Full accessLimited access Limited access Full access

(native components)

FastestFast Fairly fast Faster

RequiredNot required Not required Required

Not as discoverableVery discoverable Most discoverable Not as discoverable

Seamless experience with

device and platformConsistent experience

across all devicesConsistent experience

across all devices

Seamless experience

with native components

Platform dependentIndependent Independent Partial dependence

Approval process and

restrictionsFree of restrictions Free of restrictions Approval process and

restrictions


ONE SIZE DOESN’T FIT ALL, BUT YOU CAN CHOOSE MULTIPLE SIZES

NATIVE APPLICATION• Provides a richer user experience with seamless device integration.

• Best used for gaming apps, apps needing to run without a data connection, apps needing to take advantage of device features e.g. alerts, geo-location, etc.

RESPONSIVE WEBSITE • Well suited to all environments and devices.

• Best used for content-driven websites or transactional apps.


• Provides a consistent experience across all environments and devices.

• Best used when cost is a consideration and a tightly integrated user experience is not required.

HYBRID APPLICATION

• Best used when needing to run an application across multiple mobile operating systems and utilize the different capabilities of each platform.

CHICAGO29 North Wacker Drive

4th Floor

Chicago, IL 60606

Ph 312.920.8383

DENVER1045 Lincoln Street

Suite 204

Denver, CO 80203

Ph 720.330.3000

DETROIT43155 Main Street

#2212C-2

Novi, MI 48375

Ph 248.255.4175

THANK YOU

One Size Doesn't Fit All: Selecting The Right Mobile Strategy

Technology

Transcript of One Size Doesn't Fit All: Selecting The Right Mobile Strategy