Now mobile browsing is mainstream, customers are looking for solutions that can bring their web content to all screens in use today.

1. 'Do you want Mobile with that?'
Making money in a mobile world
Francesco Cetraro
Director, Business Development – Europe
WHD.Global 2014

2. dotMobi, an Afilias Ltd company
2014
Let's get to know each other
• Leading Domain Registry
Services Provider
• 17 27 TLDs (and counting...)
• 20+ million domains under
management
• Supporting over 300 new
TLDs applications
• Over 1 million active
.mobi domains
• Serving the mobile
internet since 2006

3. dotMobi, an Afilias Ltd company
2014
Mobile is huge!

4. dotMobi, an Afilias Ltd company
2014
In a nutshell
• There is money to be made for businesses that can
communicate with mobile visitors
• Most importantly... there is money to be made (by you) by
helping businesses get mobile right

5. dotMobi, an Afilias Ltd company
2014
First of all, let's go back to basics...
Why do businesses
want an online
presence?

6. dotMobi, an Afilias Ltd company
2014
Many answers, one basic concept
Generate
new business?
Be found?
Promote products
and offers?
Make a good
impression?
Because CUSTOMERS are online
(doho!)

7. dotMobi, an Afilias Ltd company
2014
The natural evolution of commerce
From the High Street...

8. dotMobi, an Afilias Ltd company
2014
The natural evolution of commerce
… to every consumer’s pocket!

9. dotMobi, an Afilias Ltd company
2014
Right here...
1 search in 3 on mobile
has local intent
(only 1 in 5 on desktop)
Source: Google/OurMobilePlanet.com - 2013

10. dotMobi, an Afilias Ltd company
2014
Right NOW!
Higher propensity to
ACTION
50% of mobile searches
convert within 1 hour
Source: Google/OurMobilePlanet.com - 2013

11. dotMobi, an Afilias Ltd company
2014
So... all great, right?

12. dotMobi, an Afilias Ltd company
2014
Ahem....not quite :(

13. dotMobi, an Afilias Ltd company
2014
The typical mobile user experience

14. dotMobi, an Afilias Ltd company
2014
Bad mobile experience = money lost!
Source: http://googlemobileads.blogspot.dk/2012/09/mobile-friendly-sites-turn-visitors.html

15. dotMobi, an Afilias Ltd company
2014
Making it all fit
Responsive design
• One URL, one site to maintain, content adapts
• Fluid grids
• Flexible images
• Media queries
Dedicated mobile site
● Separate URLs (m.domain.com or
domain.mobi)
● Linked with device detection
● Content specific for mobile visitors
Mobile App
● Platform-specific
● Cannot search/tweet

16. dotMobi, an Afilias Ltd company
2014
Pitfalls to keep in mind
✔ Sites need to load fast
✔ Device diversification > how many
breakpoint can you have?
✔ Budget (particularly for an SMB)
✔ Bad RWD sites drop all content on
the client
✔ Slightly more complicated than just
installing a pretty WP theme ;)

17. dotMobi, an Afilias Ltd company
2014
The good, the bad and the ugly
● Comparison of kilobyte served
● Microsoft.com (RWD)
● Nokia.com (RWD)
● Cisco.com (RWD)
● IBM (mobile site)
● Tripadvisor (mobile site)
● NYTimes (mobile site)
● Respect your users
● Device diversity
● Speed and connectivity matter
● What about low-end devices?

18. dotMobi, an Afilias Ltd company
2014
Slow loads = abandons

19. dotMobi, an Afilias Ltd company
2014
Picking the right tools for the job
1. What type of site are you building?
2. How will people interact with the site?
3. What is the objective?
•
Sell stuff?
•
Distribute Content?
•
Drive visits to physical location?
It's about ROI
(not about making your
web-designer look cool)

20. dotMobi, an Afilias Ltd company
2014
The fastest way from screen to the
(customer’s) purse
Desktop site
= requires
scrolling/pinch&zoom
to (maybe) find key
information
goMobi =
everything
immediately at
hand
(fingertip actually!)
http://www.manifestorestaurant.ie

21. dotMobi, an Afilias Ltd company
2014
Why should you care
It's not about picking sides ;)
A couple of things to consider:
1. You are not making any money from
Responsive sites
2. Mobile is a good VAS to complement
SMB offerings
3. Simple to integrate and no ongoing cost
4. Increase customer retention

22. dotMobi, an Afilias Ltd company
2014
Getting started...
1. Look at the logs (target
customers with high number of
mobile visits)
2. Try before you buy
3. Desktop/Mobile integration
4. Also for professionals
(designers love goMobi too)
Some of our partners

23. dotMobi, an Afilias Ltd company
2014
Questions?
Thank you!
Francesco Cetraro
Director, Business Development – Europe
fcetraro@afilias.info
www.goMobi.info