Presented at the Online Marketing Summit in Portland, Oregon on June 16, 2010 Mobile continues to be the hottest technology sector. What should our mobile strategy be? This session will teach through both the outstanding success and cringe-worthy failures of others as you begin to formulate your plans for navigating the mobile landscape.

1. Online Marketing Summit
PORTLAND | JUNE 16, 2010
The DOs and DONTs of
Mobile Strategy
Jason Grigsby
Co-Founder and Mobile Strategist
Cloud Four
@grigs | Slides: http://bit.ly/grigs-oms10
1

2. Got email from this guy...
http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/

3. Mobile is Disruptive Technology
http://www.flickr.com/photos/talkephotography/4523849236/ Creative Commons BY-NC-SA 2.0

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Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

9. http://www.flickr.com/photos/76074333@N00/317952268/ |
http://futuristmovie.com Creative Commons BY-NC-SA 2.0

16. ME NEED IPHONE APP.
http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/

17. We’ve been here before...

18. and it wasn’t pretty.

20. DON’Ts
Don’t Assume Customers
Have Downloaded Your App#1

25. DON’Ts
#2 Don’t Rely on Flash

26. Plants vs. Zombies

29. DON’Ts
#3 Don’t Make Finding Store
Locations & Hours Difficult

41. Do as We Say, Not as We do.
http://www.mac-wallpapers.com/Apple-Wallpapers/white-apple-logo-wallpaper/

42. DON’Ts
#4 Simple to Use Does Not
Mean Dumb

43. How Do I Add an RSS Feed to My RSS Reader?
Don’t Skip Core Functionality

44. 1024 x 768: Still No Way to Add RSS

45. Why Can’t You Subscribe to Podcasts in iTunes?

47. 2001 Keynote

48. http://peanutbuttereggdirt.com/e/2010/02/07/the-
ipads-no-computer-–-and-for-good-reason/

49. Digital Hub Strategy Sucks
Mobile is Primary Experience

50. Source: http://www.getelastic.com/mobile-app-dos-donts/
Shake the App to Find a Random Gift?

51. DON’Ts
#5 Don’t forget that the ‘U’ in
URL stands for Universal*
* it actually stands for ‘uniform.’ ah well, close enough. ;-)

52. URLs Should Go to Content, Not Mobile Home

53. Why go to the Desktop Web?

54. Great Mobile Site. Good Luck Finding it.

55. URLs Don’t Open Apps

56. Why can’t I learn about iPad apps on my iPhone?

57. Should the iPad Get Your Mobile Site?

58. Device Detection Must Be
Core Part of Your Mobile Strategy
http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes

63. DOs
#1 Know Your Customers and
What Devices They Use

65. “Two new devices aimed
at defending the firm's
crumbling market share
against threats like the
Apple iPhone.
”http://www.mobile-weblog.com/50226711/
rim_releases_two_new_smartphones.php

66. 0
5
10
15
20
2007 2008 2009
Blackberry Market Share Since iPhone Release

67. http://www.flickr.com/photos/earlysound/2710970750/ Creative Commons

68. iPhone Only Part of World Wide Market
1%4%
7%
10%
15%
19%
44%
Symbian RIM iPhone Android Windows Linux
Others
iPhone 15% of Smartphones, 3% of Total Phones Sold in Q1 2010
http://www.gartner.com/it/page.jsp?id=1306513

69. U.S. Smartphone Subscribers
http://blog.nielsen.com/nielsenwire/online_mobile/iphone-vs-android/
4%3%
19%
9%
28%
35%
2%
Symbian RIM iPhone Android Windows Linux
Palm

70. Android Blasting Off
Outsold iPhone in U.S. Q1
RIM 36%, Android 28%, iPhone 21%
20% Smartphones in UK Q1
50,000 applications
100,000 activations a day
21 OEMs, 48 countries, 59 carriers

71. Acer beTouch E110 – March
Acer beTouch E400 – April
Acer Liquid – A1
Alcatel OT-980 – May
Bluebird Pidion BIP-6000
Chinavision The Robot Superphone – CVNC-M80
Cool F910 – Apanda A60
Compulab Exeda
Dell Aero
Dell Mini 5 – Streak
Dell Ophone mini3i – Benzine
Foxda C8901
Garmin Nuvifone A50
Geek Phone One
General Mobile Brava
General Mobile Cosmos – March
General Mobile Cosmos 2 – June
General Mobile DSTL1
General Mobile Touch Stone – Late 2010
Gigabyte GSmart Codfish G1305
Gigabyte GSmart – S1200 Android
Haier H7
HighScreen PP5420
HighScreen Zeus
Hisense HS-E90
HKC Pearl
HTC Bahamas
HTC Click – Fiesta – Tattoo
HTC Desire – Bravo – Incredible – March 26th
HTC Desire 6200 – Verizon Droid Eris
HTC Dragon
HTC Dream – T-Mobile G1
HTC Evo – Supersonic – A9292
HTC Hero – G2 Touch
HTC Halo
HTC Huangshan
HTC Legend – March 30th
HTC Lancaster
HTC Liberty
HTC Memphis
HTC Paradise
HTC Magic – Sapphire – T-Mobile myTouch 3G –
Google Ion – Dopod A6188
HTC myTouch Slide – MyTouch 2 – Espresso – May
17th
HTC Passion – Dragon – Zoom 2 – Nexus One –
GooglePhone
HTC Predator
HTC Scorpion – Late 2010
Huawei RBM2 – Der Allrounder – Red Bull Mobile
Huawei U8220 – U82226 – U8230 – T-Mobile Pulse
Huawei U8100 – U8110 – T-Mobile Pulse Mini
Huawei U8300
Huawei U8800
Inbrics M1
Innocomm Skate
Kogan Agora
Koolu Freerunner – Openmoko GTA02
Kyocera Zio M6000 – July
Lenovo O1 Ophone
Lenovo LeName
LG Andro-1 – KH5200
LG GT540 Swift – April
LG GW620 InTouch Max – Eve – Etna
LG GW880 Amundsen
LG LU2300 – June
LG Prada 3 – LS680
Lumigon T1 – May
Lumigon S1 – June
Lumigon E1
Motorola Backflip – Motus
Motorola Devour A555 – Calgary – February 25th
Motorola Droid – Sholes – Tao – Milestone
Motorola Heron
Motorola i1
Motorola LaJolla
Motorola MB511 – Ruth
Motorola MB200
Motorola MB300
Motorola Mirage – Shadow – Nexus Two
Motorola Morrison – Cliq – DEXT
Motorola Motoroi – Sholes Tablet – XT720
Motorola MT710
Motorola Opus One – Boost Mobile i1
Motorola Sholes – XT701
Motorola Quench – Cliq XT – Zeppelin – XT800
Philips V808
Philips V900
Qigi i6
Samsung Beam i8520 – Halo
Samsung Behold 2 T939
Samsung Bigfoot
Samsung Galaxy i7500
Samsung Galaxy Lite i5700 – Galaxy Mini – Spica –
Galaxy Portal
Samsung Galaxy S
Samsung Houdini
Samsung i899
Samsung M100S – SHW-M100S
Samsung Moment – InstinctQ m900
Samsung Saturn i6500
Saygus VPhone V1
Sciphone N12
Sciphone N16
Sciphone N17
Sciphone N19
Sciphone N21
Sony Ericsson Sunny
Sony Ericsson Susan
Sony Ericsson XPERIA X10 – Infinity – March
Sony Ericsson XPERIA X10 Mini – Robyn – June
Sony Ericsson XPERIA X10 Mini ProJune
Sunno S880
Tiger G3
Vibo A688
ZiiLABS Zii Trinity
ZTE Blade
ZTE Smooth
ZTE Racer
115 Android Phones Announced or Shipping
http://www.googleandblog.com/faq-about-google-android/

73. Know Your Demographics
Blackberry has
40%global enterprise
mobile market.
Emerging markets
80%of worldwide
MMS traffic.

74. Source: http://bit.ly/dlpGt8
Know Your Geography
Blackberry has
37%Latin America
smartphone market.
Sharp sells
80%of its phones in
Japan, leads market.
Most popular phone for youth in Brazil is Blackberry.
Blackberry Messenger is Addictive. Network Effects.

75. Ask Them
Use Mobile Analytics
What are your customers using?

76. DOs
#2 Look beyond native apps to
mobile web, SMS & MMS

78. BMW Turned $70k MMS into $45M Revenue

81. Find a single report that doesn’t show
exponential growth for mobile web.
CHALLENGE:

84. 14%
1%
4%
14%
20%
47%
Symbian
Blackberry
iPhone
Android
WebOS
Windows/Others
2009 Smartphone Market
Share (Gartner)
Phones currently shipping or
projected to ship using
WebKit in blue (85%).
WebKit & HTML5: Dominant Mobile Platform
By contrast, 10 smartphone operating systems.

85. Flirtomatic
$15M in Revenue
• $12 per month from 175,000
paying customers
• 30% use the service seven
times a day
• Sold 28,000 virtual gifts in the
five days between Boxing Day
and New Year’s Eve
Source: http://bit.ly/cck1xE | http://bit.ly/dpHbak

86. DOs
#3 Apps for Your Most Loyal
Customers, Add Value

87. iPhone App Generated $400M in 2009

88. Second App for Most Avid Deal Hunters

89. Reward People for Downloading Your App
Take Advantage of Mobile Capabilities

90. DOs
#4 Consistent Experience
Across Devices and Offline

91. Holistic Customer Experience
http://www.getelastic.com/mobile-app-dos-donts/

93. Drive Offline Sales with Mobile Apps
http://www.getelastic.com/offline-sales-mobile-apps/

94. DOs
#5 Understand Mobile Context

95. Create a product,
don’t re-imagine one
for small screens.
Great mobile
products are created,
never ported.
–Brian Fling

96. Mobile’s Eight Unique Abilities
http://bit.ly/b3oUtH | http://bit.ly/92TYAR

97. http://www.flickr.com/photos/fchouse/2829381653/
PERSONAL
63% do not
share phone

98. PERMANENTLY
CARRIED
~50% of US admit to
sleeping with phone
http://www.flickr.com/photos/kk/3615287378/

99. ALWAYS ON http://www.flickr.com/photos/gilderic/3517477267/

100. BUILT-IN PAYMENT
CHANNEL

101. CREATIVE
IMPULSE http://www.flickr.com/photos/d_a_v_i_d_m_/246298437/

102. http://www.flickr.com/photos/memotions/259656126/
ACCURATE
MEASUREMENT

103. http://www.flickr.com/photos/mythoto/1234638761/SOCIAL CONTEXT

105. 100 million people actively using
Facebook from their mobile devices
http://blog.facebook.com/blog.php?post=297879717130

106. AUGMENTED
REALITY
http://issuu.com/mkparsley/docs/ikea

107. Google’s Three Mobile Behavior Groups
Repetitive now
Bored now
Urgent now
http://www.informationweek.com/blog/main/archives/2007/04/google_lays_out.html

108. CORE PRINCIPLE
Mobile
First

109. 3
Mobile First at Google
Google programmers are doing work
on mobile applications first, because
they are better apps and that's what
top programmers want to develop.
–Eric Schmidt, Google CEO
Source: http://aneventapart.com/2010/seattle/slides/04_wroblewski.pdf

110. Growth
Constraints
Capabilities
Opportunity
Focus
Innovation
=
=
=
Luke’s Take on Mobile First
http://www.lukew.com/ff/entry.asp?933

113. ME NEED IPHONE APP.
http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/

115. What is your mobile strategy?
There shouldn’t be a mobile strategy.
It should simply be THE strategy.

116. Mobile is disruptive technology.
It will touch all aspects of your business.
Plan accordingly.
Mobile
First
Slides: bit.ly/bit.ly/grigs-oms10 | @grigs | cloudfour.com | mobileportland.com
M
obile
Portland
4th
M
onday,6pm

117. 116
Thank You
Visit
www.onlinemarketingsummit.com
for more information
Follow
us
@OMSummit