The are mobile devices t

1. THE FUTURE IS NO
LONGER ABOUT A
CONSUMER AT A
COMPUTER

2. IN 1983 THE FIRST
COMMERCIAL MOBILE
CALL WAS PLACED
Pixel & Matter

3. THE PHONE COST
$3,995
Pixel & Matter

4. IT WEIGHED OVER 2.5
POUNDS AND WAS 10.5
INCHES TALL
Pixel & Matter

5. AND THAT DIDN’T
INCLUDE THE ANTENNA
Pixel & Matter

9. TECHNOLOGY
DRASTICALLY
IMPROVES AT AN
INCREDIBLE RATE

10. MEANWHILE, THE
PRICE TAG
DRASTICALLY
DECREASES

13. THE FUTURE IS NO
LONGER ABOUT A
CONSUMER AT A
COMPUTER

14. THE FUTURE IS ABOUT A
CONSUMER AT PERKINS ROWE AT
ON A FRIDAY NIGHT FILLING OUT A
PRESCRIPTION, LOOKING UP A
MOVIE SHOWTIME, CHECKING
EMAIL, AND SETTING UP A
MEETING

16. Mobile experiences need to focus on a
core utility, and they need to be fast and
reliable in order to be valuable in those
environments.
*Ion Weevers - Smashing Magazine

17. REMEMBER THE
NEW DEFINITION OF
QUALITY

18. FEATURES BENEFITS
Jeremiah Owyang - Altimeter

19. FEATURES BENEFITS
GPS
Touch
Sensors (A/V)
Contacts
Portability
Jeremiah Owyang - Altimeter

20. FEATURES BENEFITS
GPS Location Aware
Touch Interactive
Sensors (A/V) Intelligent
Contacts Personal / Social
Portability Relevant at Point
Jeremiah Owyang - Altimeter

21. CONTENT AND
FUNCTIONALITY
ARE THE NEW
CREATIVITY Andy Bateman

22. Ivo Weevers - Smashing Magazine

23. BY 2015 MORE
CONSUMERS WILL ACCESS
THE INTERNET THROUGH
MOBILE DEVICES THAN
THROUGH PCs Xbitlabs - Anton Shilov

25. MOBILE IS AN
INDISPENSABLE PART OF
OUR LIVES - IT FOLLOWS
US EVERYWHERE

26. Tech Crunch / Google

27. 52%
use while
watching TV
Tech Crunch / Google

28. 52% 79%
use while use to help with
watching TV shopping
Tech Crunch / Google

29. 52% 79% 86%
use while use to help with use while consuming
watching TV shopping other media
Tech Crunch / Google

30. 52% 79% 86%
use while use to help with use while consuming
watching TV shopping other media
39%
use while in the
bathroom
Tech Crunch / Google

31. 52% 79% 86%
use while use to help with use while consuming
watching TV shopping other media
39% 13%
use while in the use while having a
bathroom conversation
Tech Crunch / Google

32. 52% 79% 86%
use while use to help with use while consuming
watching TV shopping other media
39% 13% 13%
use while in the use while having a use a result of seeing a
bathroom conversation traditional ad
Tech Crunch / Google

33. MOBILE ACCESS TO
INTERNET IS 60% OF
ALL INTERNET
TRAFFIC
Mary Meeker - Internet Trends Report 2012

34. BY THE END OF THE YEAR
THERE WILL BE MORE
MOBILE DEVICES ON THE
PLANET THAN HUMANS
Mashable

35. THE POINT - WE’RE
USING OUR MOBILE
DEVICES FOR
EVERYTHING

36. We don’t need an advertising-focused
agency anymore. We need a marketing
agency that can think strategically and
creatively, and deliver ideas that work
across all channels. That’s a much bigger
challenge than making an ad campaign.
*Chris Kyle - VP of Global Brand Communications at Adidas

37. PURCHASE EXPERIENCE
Jeremiah Owyang - Altimeter

38. PURCHASE EXPERIENCE
AWARENESS
CONSIDERATION
INTENT
- - - - - - - - - - - - - - - - - - - - Purchase
SUPPORT
LOYALTY
ADVOCACY
Jeremiah Owyang - Altimeter

39. AWARENESS
Jeremiah Owyang - Altimeter

40. CONSIDERATION
Jeremiah Owyang - Altimeter

41. INTENT
Jeremiah Owyang - Altimeter

42. PURCHASE
Jeremiah Owyang - Altimeter

43. SUPPORT
Jeremiah Owyang - Altimeter

44. LOYALTY
Jeremiah Owyang - Altimeter

45. ADVOCACY
Jeremiah Owyang - Altimeter

50. Always understand how your customer
uses mobile as they go through these
experiences
*Jeremiah Owyang - Altimeter

51. ASK
QUESTIONS
Edward Boches

52. • How and when will people search from
ASK their devices?
QUESTIONS
Edward Boches

53. • How and when will people search from
ASK their devices?
• Will they access the site when looking for
QUESTIONS directions or once inside the store?
Edward Boches

54. • How and when will people search from
ASK their devices?
• Will they access the site when looking for
QUESTIONS directions or once inside the store?
• Will they want the hours and dates before
visiting a museum or would they want the
backstory of the painting they are in front
of at the museum?
Edward Boches

55. With always on ideas like these, a brand
can earn a permanent place in a reader’s
mobile device and stay present in their
lives during the entire purchase cycle and
life of a product.
*Luke Sullivan

56. MOBILE USERS SPEND
MORE TIME ON MOBILE
APPS THAN ON MOBILE
WEBSITES, AND EVEN ON
THE INTERNET
Google

57. NATIVE APP?
MOBILE APP?
HYBRID APP?

58. NATIVE
APP
Econsultancy

59. NATIVE • Native apps make use of all the phone’s
features, such as the mobile phone camera,
geolocation, and the user’s address book.
APP
Econsultancy

60. NATIVE • Native apps make use of all the phone’s
features, such as the mobile phone camera,
geolocation, and the user’s address book.
APP • Native apps do not need to be connected to
the internet to be used.
Econsultancy

61. NATIVE • Native apps make use of all the phone’s
features, such as the mobile phone camera,
geolocation, and the user’s address book.
APP • Native apps do not need to be connected to
the internet to be used.
• A native app is specific to the mobile handset
it is run on, since it uses the features of that
specific handset.
Econsultancy

62. NATIVE • Native apps make use of all the phone’s
features, such as the mobile phone camera,
geolocation, and the user’s address book.
APP • Native apps do not need to be connected to
the internet to be used.
• A native app is specific to the mobile handset
it is run on, since it uses the features of that
specific handset.
• Native apps can be distributed on the phone’s
marketplace
Econsultancy

63. MOBILE
APP
Econsultancy

64. MOBILE • This means the app works across all devices,
and ensures cross-platform compatibility.
APP
Econsultancy

65. MOBILE • This means the app works across all devices,
and ensures cross-platform compatibility.
• The same base code can be used to support all
APP devices, including iPhone and Android.
Econsultancy

66. MOBILE • This means the app works across all devices,
and ensures cross-platform compatibility.
• The same base code can be used to support all
APP devices, including iPhone and Android.
• However, web apps do not make use of the
phone’s other features, such as the camera or
geolocation.
Econsultancy

67. MOBILE • This means the app works across all devices,
and ensures cross-platform compatibility.
• The same base code can be used to support all
APP devices, including iPhone and Android.
• However, web apps do not make use of the
phone’s other features, such as the camera or
geolocation.
• Web apps cannot be deployed to the phone’s
marketplace.
Econsultancy

68. HYRBID
APP
Econsultancy

69. • Companies can develop cross-platform
applications that use web technologies (such
HYRBID as HTML, JavaScript and CSS), while still
accessing the phone’s features.
APP
Econsultancy

70. • Companies can develop cross-platform
applications that use web technologies (such
HYRBID as HTML, JavaScript and CSS), while still
accessing the phone’s features.
• The web portions can be downloaded from the
APP web, or packaged within it
Econsultancy

71. • Companies can develop cross-platform
applications that use web technologies (such
HYRBID as HTML, JavaScript and CSS), while still
accessing the phone’s features.
• The web portions can be downloaded from the
APP web, or packaged within it
• This option allows companies to reap all the
benefits of native apps while ensuring
longevity associated with well-established
web technologies.
Econsultancy

72. • Companies can develop cross-platform
applications that use web technologies (such
HYRBID as HTML, JavaScript and CSS), while still
accessing the phone’s features.
• The web portions can be downloaded from the
APP web, or packaged within it
• This option allows companies to reap all the
benefits of native apps while ensuring
longevity associated with well-established
web technologies.
• The Facebook app is an example of a hybrid
app; it is downloaded from the app store and
has all the features of a native app, but
requires updates from the web to function.
Econsultancy

73. Google

74. LOCATION BASED
SERVICES (LBS)

77. Any service that uses the physical real
world location of your phone or any other
device.

79. We want the
sharing of your
physical location
to become as
natural and
ubiquitous as a
status update

80. 55% OF ALL TEXT
MESSAGES: ‘WHERE
ARE YOU’
SXSW

81. THE MOST USED
APP IS MAPS
SXSW

82. SEARCHING FOR
LOCAL INFO IS THE
MOST COMMON
MOBILE ACTIVITY Google

83. Google

84. 94%
look for local
information
Google

85. 94% 66%
look for local visit the business,
information either in
store or online, after
a local search
Google

86. 94% 66% 90%
look for local visit the business, of those people
information either in take action as
store or online, after a result
a local search
Google

87. 94% OF RETAIL
SALES STILL AT
PHYSICAL STORE
SXSW

88. NEAR FIELD
COMMUNICATIONS
(NFC)

89. set of standards for mobile devices and
similar devices to establish radio
communication with each other by
touching them together or bringing them
into close proximity, usually no more than
a few centimeters. Present and anticipated
applications include contactless
transactions, data exchange, and
simplified setup of more complex

90. GEOFENCING

91. Personalized marketing messages to
shoppers based on locations or
proximity to stores

94. THE BEST OF
LOCATION BASED
SERVICES IS YET TO
COME

95. FOR MARKETERS - A
MORE REFINED
MESSAGE IN
CONTEXT

96. FOR CONSUMERS -
YOU DEFINE THE
RELATIONSHIP

97. MOBILE BEST
PRACTICES:

98. KEEP IT QUICK

99. Google

100. • Prioritize the content and
features that mobile users
need most
Google

101. • Prioritize the content and
features that mobile users
need most
• Use your desktop site
analytics to what mobile
users are doing
Google

102. • Prioritize the content and
features that mobile users
need most
• Use your desktop site
analytics to what mobile
users are doing
• Reduce large blocks of text
and use bullet points for
easy reading
Google

103. • Prioritize the content and
features that mobile users
need most
• Use your desktop site
analytics to what mobile
users are doing
• Reduce large blocks of text
and use bullet points for
easy reading
• Compress images for faster
loading times
Google

104. MAKE IT EASY TO
CONVERT

105. Google

106. • Use click to call
functionality
Google

107. • Use click to call
functionality
• Reduce the number of steps
needed to complete an
action
Google

108. • Use click to call
functionality
• Reduce the number of steps
needed to complete an
action
• Keep forms short and use
the fewest number of fields
possible
Google

109. • Use click to call
functionality
• Reduce the number of steps
needed to complete an
action
• Keep forms short and use
the fewest number of fields
possible
• Use check boxes, lists and
scroll menus to make data
entry easier
Google

110. SIMPLIFY
NAVIGATION

111. Google

112. • Minimize scrolling and
keep it vertically only
Google

113. • Minimize scrolling and
keep it vertically only
• Use a clear heirarchy in
menus and avoid rollovers
Google

114. • Minimize scrolling and
keep it vertically only
• Use a clear heirarchy in
menus and avoid rollovers
• Help users navigate
between levels with clear
back and home buttons.
Google

115. • Minimize scrolling and
keep it vertically only
• Use a clear heirarchy in
menus and avoid rollovers
• Help users navigate
between levels with clear
back and home buttons.
• Use seven links or fewer per
page of navigation
Google

116. • Minimize scrolling and
keep it vertically only
• Use a clear heirarchy in
menus and avoid rollovers
• Help users navigate
between levels with clear
back and home buttons.
• Use seven links or fewer per
page of navigation
• Have a search box
prominently available on
complex sites
Google

117. MAKE IT LOCAL

118. Google

119. • Have your address or store
locator on the landing page
• Include maps and
directions
• Use GPS to personalize
when possible
• Allow users to check stock
at nearby stores
Google

120. DESIGN FOR
VISIBILITY

121. Google

122. • Create contrast between
background and text
• Make sure content fits
onscreen and can be read
without pinching and
zooming
• Use plenty of negative
space
• Use size and color to
indicate priority
Google

123. UNDERSTAND HOW AND
WHEN SOMEONE USES
THEIR MOBILE DEVICE
LEADS TO BETTER MOBILE
FUNCTIONALITY Edward Boches

124. Edward Boches

125. DOES IT:
ENTERTAIN?
PROVIDE VALUE?
PROVIDE CONTENT?
Edward Boches

126. In most cases, people want to connect to
other like-minded or trusted friends via
mobile more than they want to connect to
your brand. So give them all the
opportunity possible by creating a site
experience and/or apps that not only
allow but encourage people to connect
with one another.
*Edward Boches

127. Have people experience your brand no
matter where they are.
*Tara Scarlett - Coca Cola