Presentation on mobile strategy given by Barry Graubart at SIIA Content VIA Platforms conference, May, 2012, Palace Hotel, San Francisco

1. Developing Your
Mobile Strategy
Barry Graubart
VP, Marketing, ReisReports.com

2. Agenda
• Mobile First
• Apps vs Mobile Web
• Going Native
• Examples
• Measuring Success

3. Mobile Platforms
Focus On: Content Platforms

4. Mobile First
• Embrace the constraints (Luke Wroblewski)
• Focus & Simplify
• Leverage mobile features where they add
value
• Don’t forget the obvious

5. Three Core Mobile Behaviors
• Micro-tasking
• I’m local
• I’m bored
Josh Clark
author, Tapworthy

8. Apps vs. Mobile Web

9. Apps vs. Mobile Web
“Mobile apps on
platforms like iOS
and Android are
a temporary step
along the way
toward the full
mobile web”
Marc Andreessen
Photo: Joi Ito, 2008

10. Apps vs. Mobile Web
“Think of each website as an
application, and every single click,
every single interaction with that site,
is an opportunity to be on the very
latest version of that application.”

11. Apps vs. Mobile Web
“An app can target
the specific
limitations and
abilities of each
individual
device much better
than a website can
while running inside
a browser.” Jakob Nielsen
Photo: Doc Searls, 2003

12. Apps vs. Mobile Web
“Yet native apps come at a high cost.
They’re costly to develop and to
maintain as device vendors continually
launch new models.”

13. Going Native

14. Going Native – User Experience
• Which platform(s)?
• Offline?
• Notifications?
• Other special phone features?

15. Going Native – Business Models
• App Store Presence
• How Will You Get Paid?
• Home Screen

16. Going Native – Tech Resources
• In-house development skills
• External development budget
• Ongoing commitment

17. Development Approaches
• Native apps and Hybrid apps
• Replica apps
• Mobile Web
• Mixed model
• Partnering with existing mobile platforms

18. Responsive Design
240x320 1024 x 768

19. MOBILE APP EXAMPLES
Focus On: Content Platforms

20. Mobile Analytics
• Engagement/sessions, not pages
• Device IDs, not cookies
• Multiple devices per user
• Offline usage
• Batch uploads

23. Measuring Success
• Setting appropriate goals
• Matching to your business model
• Test, measure, then test again

24. Homework
Download and compare these apps:
Zinio
Flipboard

25. Homework
Visit these mobile web apps:

26. Thank you
barry.graubart@reis.com
@graubart