There are a lot of organizations struggling with mobile. For most, the issue isn't recognizing that they need to get their content mobile, it's figuring out what approach to take and how to get there. If you want your mobile project to move forward, you need to be able to build a compelling case for why mobile matters, how to design for mobile, and how to get buy in from other people within your organization.

1. 10 Ways to
Convince Your Boss to
Go Mobile Now
Dennis Kardys
Creative / UX Director

2. Mobile is a REAL
struggle.
Less than 10%
of sites are mobile ready!
source: Stat Counter, http://gs.statcounter.com/#mobile_vs_desktop-US-yearly-2011-2012-bar

3. crawlable ≠ usable
source images: WTF Mobile Web, http://wtfmobileweb.com

4. Become
Mobile-Friendly.
74% of people say they're more likely
to return to a mobile friendly site in
the future...
source: Think With Google, “What Users Want From Mobile Today” - http://bit.ly/Qivs98

5. ...more likely to buy a
+67% business’ product or
service
source: Google, “What Users Want From Mobile Today” - http://bit.ly/Qivs98

6. Why go mobile now?
How do you get there?
What do you pitch?

7. ~ WHY ~
1 The landscape is
expanding

8. ~ WHY ~
219 million
smartphones shipped
last quarter
( SINCE 2011
+44% )
source: NBC News, http://nbcnews.to/XGd619

9. ~ WHY ~
2 Everything is
connected.
image credit, car: Okan Benn for the Noun Project. http://thenounproject.com/noun/car/#icon-No1335

10. ~ WHY ~
3 People are impulsive
and irrational.

11. ~ HOW ~
4 Think seamless,
multiscreen,
ergonomic.

12. customer journeys
~ search ~
65% 60% 4%
source: Think With Google, “The New Multi Screen World” - http://bit.ly/Qivs98

13. ~ HOW ~
5 Centralize Content
CONTENT
CONTENT CONTENT
CONTENT CONTENT
? ?

14. ~ HOW ~
5 Centralize Content
CONTENT
? ?

15. By centralizing content, NPR's total
page view growth increased over 80%.
C.O.P.E ?
?
source: “NPR’s API, Create Once Publish Everywhere”, http://bit.ly/Y8flKL

16. ~ HOW ~
6 Build flexible,
modular systems.

17. ~ HOW ~
Responsive Design
Serve content and code from a
single source
GO
OG
LE
BE
ST
PR
AC
TIC
E!
source: “Google,” http://bit.ly/LsHxa1

19. sounds great, but...

20. OBJECTIONS
...with everything else on
our plates, we’ll have to
tack mobile on in phase 2.

21. OBJECTIONS
...It’s just that right now,
we aren’t getting a ton of
mobile traffic.

22. ~ WHAT ~
7 Reduce long-term
cost

23. ~ WHAT ~
8 Expand reach,
plan for tomorrow.

24. ~ WHAT ~
9 Start Small
Prototypes, microsites, campaigns

25. 10 consider the
alternative...
source: http://www.flickr.com/photos/photohome_uk/1494590639/

26. 55% of adult cell owners use the
internet on their mobile phones;
doubled from 2009
17% of all adult cell owners are “cell-
mostly internet users”
source: Google, “What Users Want From Mobile Today” - http://bit.ly/Qivs98

27. 30% of people used their phone to
decide whether to visit a business in
the past 30 days.
46% of people won’t return to a
website they had trouble accessing on
a phone, 57% won’t recommend it .
source: Google, “What Users Want From Mobile Today” - http://bit.ly/Qivs98

28. 77% of cell internet users are
dissatisfied with the time it takes for
sites to load.*
61% said that they’d quickly move
onto another site if they didn’t find
what they’re looking for right away.
source: Google, “What Users Want From Mobile Today” - http://bit.ly/Qivs98

29. No more short
sighted thinking.
Go Mobile Now!

30. Thanks!
Dennis Kardys
dkardys@wsol.com
@dkardys
WSOL.COM