1. Google. Think Mobile.
Mobile Strategy. Namics.
Michael Rottmann. Partner.
31. October 2013

2. “Out of Scope”
Namics.

3. Biggest challenge
of new channels
Unrecognized
Business "
Impact
Namics.

4. “If you don’t have "
a mobile strategy, "
you don’t have "
a future strategy.”
Namics.

5. The future of mobile is today,
and it is critical to look closely
at your company to see whether
it will capitalize or disappear in
front of mobile users.
Eric Schmidt, "
Executive Chairman Google

6. Mobile "
Opportunities
Benchmarking
Expert Workshop
Generate ideas
Prioritize opportunities
vs.
Mobile "
Strategy
Stakeholder Interviews
Strategic approach
Mobile roadmap
Namics.

7. Mobile Strategy "
Approach
Objectives
Target groups
Context of usage
Problem identification
Solutions
Platform strategy
Lifecycle concept
Metrics of success
Access & Ecosystem
Integration in Communication & Sales
Namics.

8. Objectives
Reach new audience
Lead Generation
Customer retention
Sales & Support
Brand image
Process Optimization
Namics.

9. Target groups
New audience
Customer (B2C / B2B)
Internals (mobile tools)
Namics.

10. Namics.

11. Context of usage
User
Device "
Location
Surrounding
Namics.

12. User
73%
Restaurant
77%
In a store
87%
On the go
At home
93%
Bored"
Bridge waiting time
Games, Social, Fun
Smartphone usage
Repeating"
Recurring consumption"
of information
Urgent"
Time critical, urgently "
required Information
Namics.

13. Problem
identification
What is the issue, "
most common task,
question, need of our"
mobile user?
Namics.

14. Problem
identification
Namics.

15. Solution
Value add to existing touchpoints "
(Store, online-shop, website, catalogue, call
center, social networks, email marketing)
How can we add value "
with mobile services?
Camera, video, scanner, microphone
GPS, gyro sensor, compass
near field communication (NFC)
address book, calendar
What is the economic value? "
(filter & prioritize)
Namics.

16. Namics.

18. Namics.

20. Namics.

22. focus
Namics.

23. Namics.

24. Namics.

25. Platform strategy
Responsive website
Mobile website
Web app "
Hybrid app "
Native app
Namics.

26. Lifecycle concept
Metrics of success
Access & Ecosystem
Integration in Communication & Sales
Namics.

27. Objectives
Target groups
Context of usage
Problem identification
Solutions
Platform strategy
Lifecycle concept
Metrics of success
Access & Ecosystem
Integration in Communication & Sales
Mobile Strategy "
Approach
Namics.

28. Objectives
Target groups
Context of usage
Problem identification
1w
1w
2w
2w
Solutions
6w
Platform strategy
Lifecycle concept
Metrics of success
Access & Ecosystem
Integration in Communication & Sales
Mobile Strategy "
Approach
Namics.

29. Objectives
Target groups
Context of usage
2-6 w
eeks
12 weeks
Problem identification
Solutions
eks
we
4-8
8-16 weeks
Platform strategy
Lifecycle concept
Metrics of success
Access & Ecosystem
Integration in Communication & Sales
Mobile Strategy "
Approach
Namics.

31. Industry responsive website
Namics.

32. Namics.

33. Industry native app
Namics.

34. Namics.

35. City administration website
Namics.

36. Food e-Store
Conversion m: 8.33% pc: 5.77%
Mobile Visits
mobile "
shop
4x
Mobile Conversion Rate
Jul 13
Aug 13
Sep13
Oct 13

37. Mobile "
Checkout
1
3
6
2
4
5
7
Include only
vital fields –
even more

39. Mobile "
Checkout
1
3
6
2
4
5
7
Include only "
vital fields – "
even more
Leverage
mobile
UI elements
Allow "
checkout "
as a guest – "
even more

41. Mobile "
Checkout
1
3
6
2
4
5
7
Include only "
vital fields – "
even more
Build
lightweight
(5 sec)
Leverage "
mobile "
UI elements
Allow "
checkout "
as a guest – "
even more
Remove "
distractions, "
not content
Show "
progress
Reassure"
security – "
especially "
mobile

43. Namics.

44. Think mobile!
michael.rottmann@namics.com
© Namics
31.10.13
44
Google. Think Mobile. Mobile Strategy. Namics.