google talk: dos and don'ts of mobile strategy
DESCRIPTION
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.TRANSCRIPT
The DOs and DON’Tsof Mobile Strategy
Jason GrigsbySlides: bit.ly/grigs-googletalk@grigs • [email protected] • mobileportand.com
Got email from this guy...http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/
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
http://www.opera.com/media/smw/
Opera Mini Traffic IncreasesUsage up 200% year-over-year
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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
http://www.flickr.com/photos/76074333@N00/317952268/ | http://futuristmovie.com Creative Commons BY-NC-SA 2.0
ME NEED IPHONE APP.http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/
We’ve been here before...
and it wasn’t pretty.
DON’Ts
Don’t Assume Customers Have Downloaded Your App#1
DON’Ts
#2 Don’t Rely on Flash
Plants vs. Zombies
DON’Ts
#3 Don’t Make Finding Store Locations & Hours Difficult
Do as We Say, Not as We do.
http://www.mac-wallpapers.com/Apple-Wallpapers/white-apple-logo-wallpaper/
DON’Ts
#4 Simple to Use Does Not Mean Dumb
How Do I Add an RSS Feed to My RSS Reader?
Don’t Skip Core Functionality
1024 x 768: Still No Way to Add RSS
Why Can’t You Subscribe to Podcasts in iTunes?
2001 Keynote
http://peanutbuttereggdirt.com/e/2010/02/07/the-ipads-no-computer-–-and-for-good-reason/
Digital Hub Strategy Sucks
Mobile is Primary Experience
Source: http://www.getelastic.com/mobile-app-dos-donts/
Shake the App to Find a Random Gift?
DON’Ts
#5 Don’t forget that the ‘U’ in URL stands for Universal*
* it actually stands for ‘uniform.’ ah well, close enough. ;-)
URLs Should Go to Content, Not Mobile Home
Why go to the Desktop Web?
Great Mobile Site. Good Luck Finding it.
URLs Don’t Open Apps
Why can’t I learn about iPad apps on my iPhone?
Should the iPad Get Your Mobile Site?
Device Detection Must Be Core Part of Your Mobile Strategy
http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes
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%
Media Queries Hide Problems
Web Content Management Systems are the Mainframes of the Mobile Era
I Believe Device Detection is Part of Next Generation Platforms
http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes
But even if you disagree with device detection, you still need better systems:
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/
DOs
#1 Know Your Customers andWhat Devices They Use
“ 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
0
5
10
15
20
2007 2008 2009
Blackberry Market Share Since iPhone Release
http://blog.nielsen.com/nielsenwire/online_mobile/android-most-popular-operating-system-in-u-s-among-recent-smartphone-buyers/
http://www.flickr.com/photos/earlysound/2710970750/ Creative Commons
iPhone Only Part of World Wide Market
2%2%5%
14%
17%
18%
41%
Symbian RIM Android iPhone Windows LinuxOthers
Android 17%, iPhone 14% in Q2 2010http://www.gartner.com/it/page.jsp?id=1421013
U.S. Smartphone Subscribers
http://www.comscore.com/Press_Events/Press_Releases/2010/9/comScore_Reports_July_2010_U.S._Mobile_Subscriber_Market_Share
5%12%
18%
25%
40%
RIM iPhone Android Windows Palm
http://www.clickz.com/clickz/stats/1740629/smartphones-dominate-mobile-browser-app
http://www.flickr.com/photos/fxp/2374147405/sizes/l/
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.
App Cost
Twitter for iPhone Free
Reeder $2.99
Instapaper $4.99
Facebook Free
1Password $9.99
Total $17.97
Do Apps REALLY Create Platform Lock-in?
Switching Costs are Lower
Are App Stores Essential to a Platform’s Success?
http://www.techpaparazzi.com/wp-content/uploads/2010/07/apps.jpg
Android Blasting Off
Outsold iPhone in U.S. Q2RIM 36%, Android 28%, iPhone 21%
20% Smartphones in UK Q1
70,000 applications
200,000 activations a day
21 OEMs, 48 countries, 59 carriers
Acer beTouch E110 – MarchAcer beTouch E400 – AprilAcer Liquid – A1Alcatel OT-980 – MayBluebird Pidion BIP-6000Chinavision The Robot Superphone – CVNC-M80Cool F910 – Apanda A60Compulab ExedaDell AeroDell Mini 5 – StreakDell Ophone mini3i – BenzineFoxda C8901Garmin Nuvifone A50Geek Phone OneGeneral Mobile BravaGeneral Mobile Cosmos – MarchGeneral Mobile Cosmos 2 – JuneGeneral Mobile DSTL1General Mobile Touch Stone – Late 2010Gigabyte GSmart Codfish G1305Gigabyte GSmart – S1200 AndroidHaier H7HighScreen PP5420HighScreen ZeusHisense HS-E90HKC PearlHTC BahamasHTC Click – Fiesta – TattooHTC Desire – Bravo – Incredible – March 26thHTC Desire 6200 – Verizon Droid ErisHTC DragonHTC Dream – T-Mobile G1HTC Evo – Supersonic – A9292HTC Hero – G2 TouchHTC HaloHTC HuangshanHTC Legend – March 30thHTC LancasterHTC LibertyHTC Memphis
HTC ParadiseHTC Magic – Sapphire – T-Mobile myTouch 3G – Google Ion – Dopod A6188HTC myTouch Slide – MyTouch 2 – Espresso – May 17thHTC Passion – Dragon – Zoom 2 – Nexus One – GooglePhoneHTC PredatorHTC Scorpion – Late 2010Huawei RBM2 – Der Allrounder – Red Bull MobileHuawei U8220 – U82226 – U8230 – T-Mobile PulseHuawei U8100 – U8110 – T-Mobile Pulse MiniHuawei U8300Huawei U8800Inbrics M1Innocomm SkateKogan AgoraKoolu Freerunner – Openmoko GTA02Kyocera Zio M6000 – JulyLenovo O1 OphoneLenovo LeNameLG Andro-1 – KH5200LG GT540 Swift – AprilLG GW620 InTouch Max – Eve – EtnaLG GW880 AmundsenLG LU2300 – JuneLG Prada 3 – LS680Lumigon T1 – MayLumigon S1 – JuneLumigon E1Motorola Backflip – MotusMotorola Devour A555 – Calgary – February 25thMotorola Droid – Sholes – Tao – MilestoneMotorola HeronMotorola i1Motorola LaJollaMotorola MB511 – RuthMotorola MB200Motorola MB300Motorola Mirage – Shadow – Nexus Two
Motorola Morrison – Cliq – DEXTMotorola Motoroi – Sholes Tablet – XT720Motorola MT710Motorola Opus One – Boost Mobile i1Motorola Sholes – XT701Motorola Quench – Cliq XT – Zeppelin – XT800Philips V808Philips V900Qigi i6Samsung Beam i8520 – HaloSamsung Behold 2 T939Samsung BigfootSamsung Galaxy i7500Samsung Galaxy Lite i5700 – Galaxy Mini – Spica – Galaxy PortalSamsung Galaxy SSamsung HoudiniSamsung i899Samsung M100S – SHW-M100SSamsung Moment – InstinctQ m900Samsung Saturn i6500Saygus VPhone V1Sciphone N12Sciphone N16Sciphone N17Sciphone N19Sciphone N21Sony Ericsson SunnySony Ericsson SusanSony Ericsson XPERIA X10 – Infinity – MarchSony Ericsson XPERIA X10 Mini – Robyn – JuneSony Ericsson XPERIA X10 Mini ProJuneSunno S880Tiger G3Vibo A688ZiiLABS Zii TrinityZTE BladeZTE SmoothZTE Racer
115 Android Phones Announced or Shipping
http://www.googleandblog.com/faq-about-google-android/
Why Do We Assume There Will Be a Winner?http://www.flickr.com/photos/jsymmetry/166749290/
Why compare mobile to the PC market?
http://www.flickr.com/photos/mesq/413104380/sizes/o/
http://www.flickr.com/photos/wolfgangstaudt/2174481713/sizes/l/
Know Your Demographics
Blackberry has
40%global enterprisemobile market.
Emerging markets
80%of worldwideMMS traffic.
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.
Ask Them
Use Mobile Analytics
What are your customers using?
DOs
#2 Look beyond native apps to mobile web, SMS & MMS
BMW Turned $70k MMS into $45M Revenue
Find a single report that doesn’t showexponential growth for mobile web.
CHALLENGE:
http://www.marketingweek.co.uk/disciplines/digital/news/orange-say-uk-mobile-users-prefer-browsers-to-apps/3018951.article
14%
1%4%
14%
20%
47%
SymbianBlackberryiPhoneAndroidWebOSWindows/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.
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
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/
DOs
#3 Apps for Your Most Loyal Customers, Add Value
iPhone App Generated $400M in 2009
Second App for Most Avid Deal Hunters
Reward People for Downloading Your AppTake Advantage of Mobile Capabilities
DOs
#4 Consistent Experience Across Devices and Offline
Holistic Customer Experience
http://www.getelastic.com/mobile-app-dos-donts/
Drive Offline Sales with Mobile Apps
http://www.getelastic.com/offline-sales-mobile-apps/
DOs
#5 Understand Mobile Context
Create a product,
don’t re-imagine one
for small screens.
Great mobile
products are created,
never ported.
–Brian Fling
Mobile’s Eight Unique Abilities
http://bit.ly/b3oUtH | http://bit.ly/92TYAR
http://www.flickr.com/photos/fchouse/2829381653/
PERSONAL
63% do not share phone
PERMANENTLY CARRIED
~50% of US admit to sleeping with phone
http://www.flickr.com/photos/kk/3615287378/
ALWAYS ON http://www.flickr.com/photos/gilderic/3517477267/
BUILT-IN PAYMENT CHANNEL
CREATIVE IMPULSE
http://www.flickr.com/photos/d_a_v_i_d_m_/246298437/
http://www.flickr.com/photos/memotions/259656126/
ACCURATE MEASUREMENT
http://www.flickr.com/photos/mythoto/1234638761/SOCIAL CONTEXT
100 million people actively using Facebook from their mobile devices
http://blog.facebook.com/blog.php?post=297879717130
AUGMENTED REALITY
http://issuu.com/mkparsley/docs/ikea
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
CORE PRINCIPLE
Mobile First
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
Growth
Constraints
Capabilities
Opportunity
Focus
Innovation
=
=
=
Luke’s Take on Mobile First
http://www.lukew.com/ff/entry.asp?933
http://www.lukew.com/ff/entry.asp?1117
http://www.lukew.com/ff/entry.asp?1117
ME NEED IPHONE APP.http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/
What is your mobile strategy?
There shouldn’t be a mobile strategy.
It should simply be THE strategy.
Mobile is disruptive technology.It will touch all aspects of your business.
Plan accordingly.
Mobile First
Slides: bit.ly/grigs-googletalk | @grigs | cloudfour.com | mobileportland.com