mobile apps - tactic or strategy?

Download Mobile Apps - tactic or strategy?

Post on 22-Nov-2014

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The deck I shared at the Digital Communications event in London on Friday

TRANSCRIPT

  • 1. Apps Tactic or Strategy?
    Simon Andrews
  • 2. Rapid Ramp of Mobile Internet usage will be a boon to consumers &some companies will likely win big (potentially very big)while many will wonder what just happened
    Mary Meeker Morgan Stanley April 2010
  • 3. Mobile to evolve like online?
    OK we need a website
    Millions
    Online
    2000 - 2005
    1995 - 1999
    2006 - 2009
  • 4. Mobile to evolve like online?
    OK we need a website
    We need traffic lets advertise online
    Millions
    Online
    2000 - 2005
    1995 - 1999
    2006 - 2009
  • 5. Mobile to evolve like online?
    OK we need a website
    We need traffic lets advertise online
    We need to be strategic about online
    Millions
    Online
    2000 - 2005
    1995 - 1999
    2006 - 2009
  • 6. Businesses cannot riskbeing slow with mobile
    OK we need a website
    We need traffic lets advertise online
    We need to be strategic about online
    Millions
    Online
    400m+
    Smartphones
    2010
    350m
    Online
    1999
    2000 - 2005
    1995 - 1999
    2006 - 2009
  • 7. However.
    Only 8% of Fortune 1000 businesses have a mobile strategy
  • 8. (2005)What we need is a viral
  • 9. (2010) What we need
    is an iphone app
  • 10. Morgan Stanley believe each computing cycle is 10 times bigger than the last
    So mobile web is potentially 10 times bigger than the PC internet
  • 11. The new rule. Mobile First
    Eric Schmidt Google
  • 12. We found out that we were the largest [mobile company] in the world measured by revenue. So yes, you should look at Apple as a mobile device company,"
    Tim Cook COO Apple
  • 13. Facebook have 100mmobile users & talk of reaching billions
  • 14. Comscore data shows that mobile is mass market
    Higher on chart = more female
    Further to right = older
    Size of bubbles = # of users
    Product: MobiLens
    Data: Three month average ending January 10
    Country: UK- N= 15,824
  • 15. http://www.flickr.com/photos/rhinman/
  • 16. http://en.wikipedia.org/wiki/App_Store
  • 17. And the rest
    Plus LG, Samsung, Vodafone and many others.
    http://en.wikipedia.org/wiki/List_of_digital_distribution_platforms_for_mobile_devices
  • 18.
  • 19. Operators are reacting to consumer demand
  • 20. Touch
    Apps can be really rich experiences
    Touch
    Location
    Eyes
    Movement
    Voice
    Ears
  • 21. To the user these are all apps
  • 22. But not all of them are.
    Bookmark
    for web sites
  • 23. Our view
    An app is the way to get content and services on a smartphone
    Whether that is coded in Cocoa or HTML5 doesnt matter
    Whether its an app or browser or blended doesnt matter
    What matters is that the experience works and ideally delights
  • 24. addictive ideas
    Solving
    Business
    problems
    by Solving
    Customer
    problems
    Focused on mobile
    Supported by other digital channels
  • 25. Smart brands go multi platform
  • 26. And integrate with online
  • 27. Everything you would expect
  • 28. And something you dont
  • 29. Users demand a full service
  • 30. The idea of the fixed phone bemuses kids
  • 31. The idea of the fixed web will soon seem equally weird
    The mobile web opens up new situations
    for business to connect with their customers
  • 32. 5 things to remember
    Think about mobile strategically
    You must have a mobile friendly site/landing page
    Is mobile search turned on or off?
    Its not just about iPhone - but do iPhone first and optimise
    Remember the browser and blend
    & Consider whether you need expert advice
  • 33. Sign up for Mobile Fix
  • 34. www.addictivemobile.com
    simon@addictivemobile.com
    @addictivemobile

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