Mobile Technology - What does it mean for my business?

What will mobile technology
mean for my business?

Luke Pilkinton-Ching
www.visionmobile.co.nz
@visionmobilenz
www.visionmobile.co.nz info@visionmobile.co.nz @visionmobilenz

What are we going to cover?
1. What‟s happening?
Trends from the mobile space
2. What can it do?
Mobile technology overview
3. What does it mean?
Implications for my business
4. What way should we jump?
App or Mobile Website . . . or both?
5. How to jump!
Mobile strategy best practise


By the end of this workshop. . .
You will have some basic building blocks to
write a mobile strategy for your business.


1. What‟s happening
The balls are still in
the air and no-one
knows for sure
where they are
going to fall.


1. What‟s happening – in NZ
• Total handsets in the NZ market:
Over 100% penetration of mobile handsets of all
types in market in New Zealand
• Mobile carrier market share:
The mobile carriers market is roughly split -
45% on Telecom,
45% on Vodafone, and
10% with 2 Degrees.
September 2011 Brainy Breakfast (a Marketing Association Event)


1. What‟s happening – in NZ
• Smartphone penetration:
Of the over 4.5 m phones in market, it‟s estimated:
800,000 are smartphones
250,000 are iPhone/iPad
150,000 are Android
• Leaving 400,000 or so as Blackberry, Windows and Symbian
(Nokia N series etc).
• In summary we are looking at smartphone penetration in NZ in the
range of 14-18% and growing. Smartphone penetration in Europe
and USA is in the 30-50% range.
• In Feb 2011 Telecom shared that smartphone sales were driving
growth

September 2011 Brainy Breakfast (a Marketing Association Event)


1. What‟s happening – in OZ
• Australia has second highest smartphone usage by
population density in the world, ahead of the US,
UK, Japan and second only Singapore
• Two in five Australian smartphone owners use their device
daily for searching on the web
• 17% say they‟ve actually changed their mind about buying
something while they were in the store as a result of gathering
smartphone information
• One in three smartphone searches were for local businesses
• 80% of Australian businesses don‟t have mobile-optimised websites
• Many businesses have a confused mobile stategy. Eg. Think that
having an app is a sufficient mobile strategy
September 8 2011 NETT Better Business Advice – www.nett.com.au


"The fact of the matter is
that mobile devices are
going to be the majority
of the way that people
get information.“

Eric Schmidt, Executive Chairman,
Google, March 2009 Source: BBC
UK

2. What can smartphones do?
A smartphone isn‟t a
computer that you can put in
your pocket.

It’s so much more .
..

• Telephone
• Computer (and all that entails . . . Business
productivity, books, music)
• Internet connected device – 3G or WiFi (social
networking, email, live information, worldwide
communication )
• GSP device
• Gyroscope – pitch, tilt etc
• Accelerometer – movement, acceleration
• Camera/Video
• NFC (Near Field Communication) & QR codes
• Flashlight
• Touch screen



We are only just discovering
what all the combinations of
these capabilities, coupled with
the fact that we carry it with us
everywhere, can achieve.


2. What can‟t smartphones do?
What are the limitations?
• Mostly no keyboard
• Mostly no mouse
• Smaller footprint
• Small screen size


What does it mean for my
business?
• The world is going
mobile! You will have to
do something to stay
keep up with your
customers.
• It‟s going to mean
different thing for
different businesses.

The obvious stuff . . .
• If your website is a channel for
business you will need to see if it‟s
mobile friendly

"Having a mobile site is no longer a
luxury, it‟s a necessity."
Google CFO Patrick Pichette


The obvious stuff . . .
• Most website internationally are
mobile ready. Only 38% of US
Fortune 50 companies have a
mobile friendly website.
• 18% of Aussie sites are mobile
ready.
• New Zealand???

Why is this important to have a mobile
friendly website?
If people have a negative mobile web
experience on a website about half
won‟t return, and, or go to a
competitor‟s website that is mobile
friendly


The not so obvious stuff . . .
• What is it that my customers want to
know about my business while
accessing a mobile phone?
• Brainstorm? Ask your customers!
• Look at www.metservice.co.nz,
www.tranzmetro.co.nz
• The „Mobile First‟ movement


Mobile Website vs Mobile App

Short answer . . . it depends!

Mobile App
The Pros The Cons
• Faster • Expensive
• Smoother • Platform dependent
• Can assess more features of • Updating can be complicated
the phone (camera, GPS,
accelerometer etc.)
• Instant link from desktop
• More grunt for complicated
processing


Mobile Friendly Website
The Pros The Cons
• Cheaper • Less sexy
• Multi-platform. All smartphones • Mostly needs to be connected
now ship with a web browser to the web (not always if
• Fast implementation HTML5)
• Known technology for users • Can only access some of the
• Can leverage the power of phones capabilities.
existing online APIs easily –
Google Maps & Places,
Facebook, existing databases


5. How to jump!
Mobile Strategy Implementation – Best
Practice
• On one hand . . . there is no best
practice – just do it!
• On there other hand . . . All the same
stuff!
– Do your research
– Get a smartphone and use it
– Talk to your customers
– Develop a plan
– Talk to me!

5. How to jump!
Some big thoughts . . .
• There are very few business in NZ that
have thought through their mobile strategy.
You all have a great opportunity to be “first
to market” in your field.
• We are only just discovering what mobile
technology will mean for our world.
Education, Voting, Commerce, Law, Health,
Law & Order – there are huge possibilities
for businesses, start-ups, cities that can
make mobile a focus.

5. How to jump!
Vision Mobile can help by . . .
• Consulting - helping businesses develop
their Mobile Strategy
• Specialists in developing mobile friendly
websites
• Follow the Vision Mobile Twitter feed for
news and research @visionmobilenz
• Signup for the Vision Mobile eNewsletter

By the end of this workshop. . .
You will have some basic building blocks to
write a mobile strategy for your business.

Luke Pilkinton-Ching
www.visionmobile.co.nz
@visionmobilenz

Mobile Technology - What does it mean for my business?

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