Get Me a Mobile Strategy or You’re FIRED!

Jason GrigsbySlides: bit.ly/grigs-where2011Tweets: @grigs_talks@grigs • jason@cloudfour.comcloudfour.com/blog • mobileportand.com

Get a lot of email from this guy...http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/

Mobile is Disruptive Technology

http://www.flickr.com/photos/talkephotography/4523849236/ Creative Commons BY-NC-SA 2.0

!"

#"

$"

%"

&"

'"

(! ($ (& () (* (!! (!$ (!& (!) (!*

(+,-./-012345/16,+457

2+805-38/-019::;

3<7=4/1>13?=+57 @??1A=5=B=13CB=A/ DE6 @/.05,F/

3<7=4/1>13?=+571G0H1@??1A=5=B=13CB=A/1G0H1DE61G0H1@/.05,F/1I0/-0

J3-0.1#"1(+,-./-012345/16,+457

!"#$%&'()*&+,-+./0-$/+&12#2&3"#&242052-5$&-$6"/$&789%:;<&!$#+.2=$&,+$/+&50>0#$1&#"&?@&"35AB&C"/D23&@#235$A&E$+$2/.F&$+#0>2#$+&G9:CC&3$#-""H+&F24$&+F0==$1&03&60/+#&$0DF#&I,2/#$/+&+03.$&52,3.F JKLMLNOB&@",/.$%&7">=23A&E$="/#+&P&C"/D23&@#235$A&E$+$2/.FB

!"#$%&'()*&+)&*',-*./0&1'2&13*".'()*&+)&*'45".*$")$67")&'8'$9"-07':1&+1';'<='4,>':1&+1'?'@-/+*&+1'4A*&+'>/-)07

!"#$%&'()*%"+*"%

DE6K

G1#H"16,+457/A1*L*%

,&-./"()*%"+*"%

@??1A=5=B=13CB=A/

6,+457/A1'L**

,&-./"()*%"+*"%

3<7=4/1>13?=+57

6,+457/A1'L")

M&)::

M#&::

M)::

!"#$%&'()*%"+*"%

@/.05,F/K

6,+457/A1!#L*%

M!!::

26

Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

http://www.opera.com/smw/

!"#"""#"""

$"#"""#"""

%"#"""#"""

&"#"""#"""

'""#"""#"""

!""# !""$ !""% !""& !"'"

()*+,-.+/0-12034#!"#$%&'()*)+ 5+*+-*6+74806#!"#$%&'()*)+()*+#,-.+/#01#/)2#9!-:2,,2)7-.+/0-120343#4/)+#5*#61225+7#+5,1*#8!3

()*+#,-.+/#9:1;)#<5.5#*6+7480660;-%"<-=2,,2)7-=0/+:>*04-)8-;+*+?#4/)+#5*#)::;-=3#

'"#+5,1*#+/1#),->.+#-?#2)+)#?->.2#5.#+/1#-.@5.1#A-@@1A+5-.#-?#+/1#B3C3#(5D;);E#-?#F-.G;1**3

H).>);E#!"''I#&"?@#%?#$%,'-.'/)00)1*'23)*4'"#$%&'(15)0$

A72BC0-D.06+-E272-C4064

J;):/5AI#4-,#KE1;,-1.#LL#9:1;)#C-?+0);1

"#$%&'()*)')3'&6&)0&50$'71%'/1%$'89&*':;;;'<)77$%$*8'/15)0$'#91*$'/1<$03

!"#$%&'&()*+)#'",*- ."/'0$*+1"/02&%*3*4",015#02&%6"7*+&89/%2",*:;0"%*.2%*<2(*2%*6"7*+)#'",*.$2'"*=%#58>"%0,*:;0"% ?/'0"1

!"#$%&"'(!"#$%&'()*+,-.

)(&*+$",!"#$%&'()*+/-.

-(*./+012$/(&$(/!"#$%&'()*++-.

!+3#,(12$/(&$(/!"#$%&'()0---.

!#$#!"#$%&'()*+1-.

2345'((36.

2345'((36.

2345'((36.

2345'((36.

!"#$%&'())$*+&,*"-&./01+&#"&./21+&34+$5&")&6"*#7)$&011&*4)8()9+&:*$;$)7$<34+$5=>&5$+8#"?&@)#$*)$#&A())$*+&34+$5&")&A$4B#C&D*$4#$5&,*"-&.//0&#"&*$+?$D#(;$&?$48&-4*8$#&D4?(#4B(E4#(")+F&G"7*D$%&64D#G$#>&6"*#7)$>&H"*94)&G#4)B$I&J$+$4*DCF

7'86"."9&:!'.8":;(&3<:=$$<3:>6?8<3:@7!A3<<:!"#$?B

C"")<3:=>D:3E?F:G?H""I:G?H""I:J?$?(=#?K"(L8"#M3(83(&=<'N?N?E?'O%P?Q%&3(

A')'&?<:@B%'$#3(&A?&?:C3(36?<RSS6'#3!"#$%&36T'.'"(5?():D?N.

;E72!P!"(&6"<:A?&?U$366FR"(3F43<<E%66"%)H.

16

Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

http://www.flickr.com/photos/76074333@N00/317952268/ | http://futuristmovie.com Creative Commons BY-NC-SA 2.0

ME NEED IPHONE APP.http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/

We’ve been here before...

and it wasn’t pretty.

DON’Ts

Don’t Assume Customers Have Downloaded Your App#1

DON’Ts

#2 Don’t Make Finding Store Locations & Hours Difficult

Do as We Say, Not as We do.

http://www.mac-wallpapers.com/Apple-Wallpapers/white-apple-logo-wallpaper/

DON’Ts

#3 Don’t forget that the ‘U’ in URL stands for Universal*

* it actually stands for ‘uniform.’ ah well, close enough. ;-)

URLs Should Go to Content, Not Mobile Home

Links don’t open apps

http://www.flickr.com/photos/mattimattila/4001221570/

DOs

#1 Know Your Customers andWhat Devices They Use

http://www.flickr.com/photos/earlysound/2710970750/ Creative Commons

iPhone Only Part of World Wide Market

4%4%

16%

16%

23%

37%

Symbian Android RIM iPhone WindowsOther

Android 23%, iPhone 16% in 2010http://www.gartner.com/it/page.jsp?id=1421013

U.S. Smartphone Subscribers Feb 2011

http://www.comscore.com/Press_Events/Press_Releases/2011/1/comScore_Reports_November_2010_U.S._Mobile_Subscriber_Market_Share

2%2.8%7.7%

25.2%

28.9%

33.0%

Android RIM iPhone Windows Palm Others

Know Your Demographics

Blackberry has

40%global enterprisemobile market.

Emerging markets

80%of worldwideMMS traffic.

Source: http://bit.ly/dlpGt8

Know Your Geography

Blackberry has

37%Latin America

smartphone market.

Sharp sells

80%of its phones in

Japan, leads market.

Most popular phone for youth in Brazil is Blackberry.Blackberry Messenger is Addictive. Network Effects.

Ask Them

Use Mobile Analytics

What are your customers using?

DOs

#2 Look beyond native apps to mobile web, SMS & MMS

BMW Turned $70k MMS into $45M Revenue

Find a single report that doesn’t showexponential growth for mobile web.

CHALLENGE:

DOs

#3 Apps for Your Most Loyal Customers, Add Value

iPhone App Generated $600M in First Year

Second App for Most Avid Deal Hunters

Reward People for Downloading Your AppTake Advantage of Mobile Capabilities

DOs

#4 Understand Mobile Context

Create a product,

don’t re-imagine one

for small screens.

Great mobile

products are created,

never ported.

–Brian Fling

Mobile’s Eight Unique Abilities

http://bit.ly/b3oUtH | http://bit.ly/92TYAR

http://www.flickr.com/photos/fchouse/2829381653/

PERSONAL

63% do not share phone

PERMANENTLY CARRIED

~50% of US admit to sleeping with phone

http://www.flickr.com/photos/kk/3615287378/

ALWAYS ON http://www.flickr.com/photos/gilderic/3517477267/

BUILT-IN PAYMENT CHANNEL

CREATIVE IMPULSE

http://www.flickr.com/photos/d_a_v_i_d_m_/246298437/

http://www.flickr.com/photos/memotions/259656126/

ACCURATE MEASUREMENT

http://www.flickr.com/photos/mythoto/1234638761/SOCIAL CONTEXT

AUGMENTED REALITY

http://issuu.com/mkparsley/docs/ikea

Google’s Three Mobile Behavior Groups

Urgent now

Repetitive now

Bored now

http://www.informationweek.com/blog/main/archives/2007/04/google_lays_out.html

CORE PRINCIPLE

Mobile First

Growth

Constraints

Capabilities

Opportunity

Focus

Innovation

=

=

=

Luke’s Take on Mobile First

http://www.lukew.com/ff/entry.asp?933

http://www.lukew.com/ff/entry.asp?1117

http://www.lukew.com/ff/entry.asp?1117

ME NEED IPHONE APP.http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/

What is your mobile strategy?

There shouldn’t be a mobile strategy.

It should simply be THE strategy.

Mobile is disruptive technology.It will touch all aspects of your business.

Plan accordingly.

Mobile First

Slides: bit.ly/grigs-where2011 | @grigs | cloudfour.com/blog