Presented at Google on October 8, 2010 as part of the Google Talks series. Updated from previous presentations to talk about legacy content management systems and more ways our iPhone lens skews our perception of the world.

1. The DOs and DON’Ts
of Mobile Strategy
Jason Grigsby
Slides: bit.ly/grigs-googletalk
@grigs • jason@cloudfour.com
cloudfour.com • mobileportand.com

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

4. 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

6. Opera Mini Traffic Increases
Usage up 200% year-over-year
http://www.opera.com/media/smw/

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

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

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

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

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

18. We’ve been here before...

19. and it wasn’t pretty.

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

26. DON’Ts
#2 Don’t Rely on Flash

27. Plants vs. Zombies

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

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

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

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

45. 1024 x 768: Still No Way to Add RSS

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

48. 2001 Keynote

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

50. Digital Hub Strategy Sucks
Mobile is Primary Experience

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

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

53. URLs Should Go to Content, Not Mobile Home

54. Why go to the Desktop Web?

55. Great Mobile Site. Good Luck Finding it.

56. URLs Don’t Open Apps

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

59. Should the iPad Get Your Mobile Site?

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

65. Media Queries Hide Problems
Original Resized K Saved % Saved
Holmes 34.7K 8.1K 26.6K 76.6%
Watson 39.0K 8.4K 30.6K 78.4%
Mycroft 30.5K 6.7K 23.8K 78.0%
Moriarty 43.4K 8.2K 35.2K 81.1%
Adler 26.0K 6.6K 19.4K 74.6%
Winter 34.7K 7.8K 26.9K 77.5%
Total 208.3K 45.8K 162.5K 78.0%

67. Web Content Management Systems
are the Mainframes of the Mobile Era

68. I Believe Device Detection is
Part of Next Generation Platforms
http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes

69. But even if you disagree with device
detection, you still need better systems:

70. Features of New Platforms
Integrated image resizing
Video conversion and resizing
Separation of content from markup so
content can be used in native apps
Prioritization of content based on context
Full-featured APIs
http://www.flickr.com/photos/expressmonorail/3046970004/sizes/l/

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

78. “ 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

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

81. http://blog.nielsen.com/nielsenwire/online_mobile/android-most-popular-
operating-system-in-u-s-among-recent-smartphone-buyers/

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

83. iPhone Only Part of World Wide Market
Symbian RIM Android iPhone Windows Linux
Others
2%2%
5%
14%
41%
17%
18%
Android 17%, iPhone 14% in Q2 2010
http://www.gartner.com/it/page.jsp?id=1421013

84. U.S. Smartphone Subscribers
RIM iPhone Android Windows Palm
5%
12%
40%
18%
25%
http://www.comscore.com/Press_Events/Press_Releases/2010/9/
comScore_Reports_July_2010_U.S._Mobile_Subscriber_Market_Share

86. http://www.clickz.com/clickz/stats/1740629/smartphones-dominate-mobile-browser-app

88. Do Apps Create
Platform Lock-in?
If you've bought $200 worth of
applications for your
smartphone, you're much less
likely to switch to a different
model in the future.
In short, high spending on
smartphone apps ensures long-
term platform loyalty.
http://www.flickr.com/photos/fxp/2374147405/sizes/l/

89. Do Apps REALLY Create Platform Lock-in?
App Cost
Twitter for iPhone Free
Reeder $2.99
Instapaper $4.99
Facebook Free
1Password $9.99
Total $17.97
Switching Costs are Lower

90. Are App Stores Essential to a Platform’s Success?

91. http://www.techpaparazzi.com/wp-content/uploads/2010/07/apps.jpg

93. Android Blasting Off
Outsold iPhone in U.S. Q2
RIM 36%, Android 28%, iPhone 21%
20% Smartphones in UK Q1
70,000 applications
200,000 activations a day
21 OEMs, 48 countries, 59 carriers

94. 115 Android Phones Announced or Shipping
Acer beTouch E110 – March HTC Paradise Motorola Morrison – Cliq – DEXT
Acer beTouch E400 – April HTC Magic – Sapphire – T-Mobile myTouch 3G – Motorola Motoroi – Sholes Tablet – XT720
Acer Liquid – A1 Google Ion – Dopod A6188 Motorola MT710
Alcatel OT-980 – May HTC myTouch Slide – MyTouch 2 – Espresso – May Motorola Opus One – Boost Mobile i1
Bluebird Pidion BIP-6000 17th Motorola Sholes – XT701
Chinavision The Robot Superphone – CVNC-M80 HTC Passion – Dragon – Zoom 2 – Nexus One – Motorola Quench – Cliq XT – Zeppelin – XT800
Cool F910 – Apanda A60 GooglePhone Philips V808
Compulab Exeda HTC Predator Philips V900
Dell Aero HTC Scorpion – Late 2010 Qigi i6
Dell Mini 5 – Streak Huawei RBM2 – Der Allrounder – Red Bull Mobile Samsung Beam i8520 – Halo
Dell Ophone mini3i – Benzine Huawei U8220 – U82226 – U8230 – T-Mobile Pulse Samsung Behold 2 T939
Foxda C8901 Huawei U8100 – U8110 – T-Mobile Pulse Mini Samsung Bigfoot
Garmin Nuvifone A50 Huawei U8300 Samsung Galaxy i7500
Geek Phone One Huawei U8800 Samsung Galaxy Lite i5700 – Galaxy Mini – Spica –
General Mobile Brava Inbrics M1 Galaxy Portal
General Mobile Cosmos – March Innocomm Skate Samsung Galaxy S
General Mobile Cosmos 2 – June Kogan Agora Samsung Houdini
General Mobile DSTL1 Koolu Freerunner – Openmoko GTA02 Samsung i899
General Mobile Touch Stone – Late 2010 Kyocera Zio M6000 – July Samsung M100S – SHW-M100S
Gigabyte GSmart Codfish G1305 Lenovo O1 Ophone Samsung Moment – InstinctQ m900
Gigabyte GSmart – S1200 Android Lenovo LeName Samsung Saturn i6500
Haier H7 LG Andro-1 – KH5200 Saygus VPhone V1
HighScreen PP5420 LG GT540 Swift – April Sciphone N12
HighScreen Zeus LG GW620 InTouch Max – Eve – Etna Sciphone N16
Hisense HS-E90 LG GW880 Amundsen Sciphone N17
HKC Pearl LG LU2300 – June Sciphone N19
HTC Bahamas LG Prada 3 – LS680 Sciphone N21
HTC Click – Fiesta – Tattoo Lumigon T1 – May Sony Ericsson Sunny
HTC Desire – Bravo – Incredible – March 26th Lumigon S1 – June Sony Ericsson Susan
HTC Desire 6200 – Verizon Droid Eris Lumigon E1 Sony Ericsson XPERIA X10 – Infinity – March
HTC Dragon Motorola Backflip – Motus Sony Ericsson XPERIA X10 Mini – Robyn – June
HTC Dream – T-Mobile G1 Motorola Devour A555 – Calgary – February 25th Sony Ericsson XPERIA X10 Mini ProJune
HTC Evo – Supersonic – A9292 Motorola Droid – Sholes – Tao – Milestone Sunno S880
HTC Hero – G2 Touch Motorola Heron Tiger G3
HTC Halo Motorola i1 Vibo A688
HTC Huangshan Motorola LaJolla ZiiLABS Zii Trinity
HTC Legend – March 30th Motorola MB511 – Ruth ZTE Blade
HTC Lancaster Motorola MB200 ZTE Smooth
HTC Liberty Motorola MB300 ZTE Racer
HTC Memphis Motorola Mirage – Shadow – Nexus Two
http://www.googleandblog.com/faq-about-google-android/

95. Why Do We Assume There Will Be a Winner?
http://www.flickr.com/photos/jsymmetry/166749290/

96. Why compare mobile to the PC market?
http://www.flickr.com/photos/mesq/413104380/sizes/o/

98. http://www.flickr.com/photos/wolfgangstaudt/2174481713/sizes/l/

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

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

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

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

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

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

111. http://www.marketingweek.co.uk/disciplines/digital/news/orange-say-uk-mobile-users-prefer-browsers-to-apps/3018951.article

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

113. 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

114. Our iPhone app has been a Top 10 iPhone
reference application for almost two years with
almost six million downloads, and even with
all of the great chart positions and visibility –
just as many iPhone consumers use our
mobile website as the application.
—Kevin Nakao, Chief Operating Officer, Whitepages.com
http://mashable.com/2010/06/10/why-you-may-not-need-a-mobile-app/

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

116. iPhone App Generated $400M in 2009

117. Second App for Most Avid Deal Hunters

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

119. DOs
#4 Consistent Experience
Across Devices and Offline

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

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

123. DOs
#5 Understand Mobile Context

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

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

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

127. ~50% of US admit to
sleeping with phone
PERMANENTLY
CARRIED http://www.flickr.com/photos/kk/3615287378/

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

129. BUILT-IN PAYMENT
CHANNEL

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

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

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

134. 100 million people actively using
Facebook from their mobile devices
http://blog.facebook.com/blog.php?post=297879717130

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

136. 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

137. CORE PRINCIPLE
Mobile
First

138. 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
3
Source: http://aneventapart.com/2010/seattle/slides/04_wroblewski.pdf

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

140. http://www.lukew.com/ff/entry.asp?1117

141. http://www.lukew.com/ff/entry.asp?1117

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

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

147. Mobile
First
Mobile is disruptive technology.
It will touch all aspects of your business.
Plan accordingly.
Slides: bit.ly/grigs-googletalk | @grigs | cloudfour.com | mobileportland.com