Variation of my mobile strategy talk for Innotech. Added a new section on not believing the media and updated data.

1. Get Me a Mobile
Strategy or
You’re FIRED!
Jason Grigsby
Slides: bit.ly/grigs-innotech2011
Tweets during talk: @grigs_talks
@grigs • jason@cloudfour.com
cloudfour.com/blog • mobileportand.com

3. Get a lot of 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

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

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

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

16. We’ve been here before...

17. and it wasn’t pretty.

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

26. DON’Ts
#2 Don’t Make Finding Store
Locations & Hours Difficult

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

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

40. URLs Should Go to Content, Not Mobile Home

41. Links
don’t
open
apps
http://www.flickr.com/photos/mattimattila/4001221570/

42. Should the iPad Get Your Mobile Site?

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

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

45. 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/

46. DON’Ts
#4 Don’t be believe the media
(or mobile experts for that matter)*
* Yes, that includes me!

47. Which is better? Who’s going to win?
http://www.flickr.com/photos/jsymmetry/166749290/

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

51. Question Group Think

52. Question Group Think

53. 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/

54. 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

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

57. 1. Android Has Horrible App Store
2. Needs to improve App Store to Compete
3. Oh Wait... Nevermind
Android RIM iPhone Windows Palm Others
2.8%
7.7% 2%
33.0%
25.2%
28.9%
http://www.comscore.com/Press_Events/Press_Releases/2011/1/
comScore_Reports_November_2010_U.S._Mobile_Subscriber_Market_Share

59. http://www.millennialmedia.com/wp-content/images/mobilemix/MM-MobileMix-Dec2010.pdf

60. Unlimited Voice, Text and Web for $40/mo.

61. 81% of iPhone owners have household incomes
greater than the U.S. median household income
http://blog.comscore.com/2011/01/verizon_iphone_mobile_market.html

62. Cheaper iPhone Will Be a Big Deal
(I think. Remember I don’t know either!)
The analyst says Cook “appeared to reaffirm
the notion that Apple is likely to develop lower
priced offerings” to expand the market for the
iPhone. Cook said the company is planning
“clever things” to address the prepaid market,
and that Apple did not want its products to be
“just for the rich,” and that the company is “not
ceding any market.”
http://blogs.forbes.com/ericsavitz/2011/02/28/apple-plots-move-to-expand-iphones-market-share/

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

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

66. iPhone Only Part of World Wide Market
Symbian Android RIM iPhone Windows
Other
4% 4%
16%
37%
16%
23%
Android 23%, iPhone 16% in 2010
http://www.gartner.com/it/page.jsp?id=1421013

67. U.S. Smartphone Subscribers Feb 2011
Android RIM iPhone Windows Palm Others
2.8%
7.7% 2%
33.0%
25.2%
28.9%
http://www.comscore.com/Press_Events/Press_Releases/2011/1/
comScore_Reports_November_2010_U.S._Mobile_Subscriber_Market_Share

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

69. 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

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

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

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

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

76. WebKit & HTML5: Dominant Mobile Platform
2010 Smartphone Market
Share (Gartner) 4% 4%
Symbian
16%
Android
38%
Blackberry
iPhone
WebOS
Windows/Others
16%
Phones currently shipping
23%
WebKit in blue (96%).
By contrast, 10 smartphone operating systems.

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

78. iPhone App Generated $600M in First Year

79. Second App for Most Avid Deal Hunters

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

81. DOs
#4 Understand Mobile Context

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

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

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

85. ~50% of US admit to
sleeping with phone
PERMANENTLY
CARRIED http://www.flickr.com/photos/kk/3615287378/

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

87. BUILT-IN PAYMENT
CHANNEL

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

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

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

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

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

93. 80% during
misc downtime
76% while
waiting in lines
62% while
watching TV
69% for point of
sale research
http://blog.compete.com/2010/03/12/smartphone-owners-a-ready-and-willing-audience/

94. CORE PRINCIPLE
Mobile
First

95. 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

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

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

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

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

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

104. M M
Mobile
4t
ob on
h
ile da
Po y,
rtl 6p
an m
d
First
Mobile is disruptive technology.
It will touch all aspects of your business.
Plan accordingly.
Slides: bit.ly/grigs-innotech2011 | @grigs |
jason@cloudfour.com | cloudfour.com/blog | mobileportland.com