Mobile Apps - tactic or strategy?
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The deck I presented at the Digital Communications conference in London today
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Mobile Apps - tactic or strategy?
- 1. Apps – Tactic or Strategy? Simon Andrews
- 2. “Rapid Ramp of Mobile Internet usage will be a boon to consumers &some companies will likely win big (potentially very big)while many will wonder what just happened” Mary Meeker – Morgan Stanley – April 2010
- 3. Mobile to evolve like online? “ OK we need a website ” Millions Online 2000 - 2005 1995 - 1999 2006 - 2009
- 4. Mobile to evolve like online? “ OK we need a website ” “ We need traffic – lets advertise online ” Millions Online 2000 - 2005 1995 - 1999 2006 - 2009
- 5. Mobile to evolve like online? “ OK we need a website ” “ We need traffic – lets advertise online ” “ We need to be strategic about online ” Millions Online 2000 - 2005 1995 - 1999 2006 - 2009
- 6. Businesses cannot riskbeing slow with mobile “ OK we need a website” “ We need traffic – lets advertise online” “ We need to be strategic about online” Millions Online 400m+ Smartphones 2010 350m Online 1999 2000 - 2005 1995 - 1999 2006 - 2009
- 7. However…. Only 8% of Fortune 1000 businesses have a mobile strategy
- 8. (2005)What we need is a viral
- 9. (2010) What we need is an iphone app
- 10. Morgan Stanley believe each computing cycle is 10 times bigger than the last So mobile web is potentially 10 times bigger than the PC internet
- 11. “The new rule. Mobile First” Eric Schmidt – Google
- 12. “We found out that we were the largest [mobile company] in the world measured by revenue. So yes, you should look at Apple as a mobile device company," Tim Cook – COO Apple
- 13. Facebook have 100mmobile users & talk of reaching billions…
- 14. Comscore data shows that mobile is mass market Higher on chart = more female Further to right = older Size of bubbles = # of users Product: MobiLens Data: Three month average ending January 10 Country: UK- N= 15,824
- 17. And the rest… Plus LG, Samsung, Vodafone and many others…. http://en.wikipedia.org/wiki/List_of_digital_distribution_platforms_for_mobile_devices
- 19. Operators are reacting to consumer demand
- 20. Touch Apps can be really rich experiences Touch Location Eyes Movement Voice Ears
- 21. To the user these are all apps
- 22. But not all of them are…. Bookmark for web sites
- 23. Our view An app is the way to get content and services on a smartphone Whether that is coded in Cocoa or HTML5 doesn’t matter Whether its an app or browser or blended doesn’t matter What matters is that the experience works – and ideally delights
- 24. addictive ideas Solving Business problems by Solving Customer problems Focused on mobile Supported by other digital channels
- 25. Smart brands go multi platform
- 26. And integrate with online
- 27. Everything you would expect
- 28. And something you don’t
- 29. Users demand a full service
- 30. The idea of the fixed phone bemuses kids
- 31. The idea of the fixed web will soon seem equally weird The mobile web opens up new situations for business to connect with their customers
- 32. 5 things to remember Think about mobile strategically You must have a mobile friendly site/landing page Is mobile search turned on or off? Its not just about iPhone - but do iPhone first and optimise Remember the browser and blend & Consider whether you need expert advice
- 33. Sign up for Mobile Fix