Skype…Rue La La…American Greetings… All have successful mobile products that have added significant value to their respective brands. All of which have a look, feel, value proposition and use case that is distinct from their parent web products. The marketers and developers behind these products understood that developing successful mobile offerings boils down to one simple rule – know your user. The advent of user friendly, web enabled smart phones has created a tremendous branding (and revenue) opportunity, but in the rush to take advantage of that opportunity many companies simply replicate their web offerings onto a mobile platform - a misstep that can mean the difference between a mobile phenomenon and failure. Join Nitzan Shaer, founder of High Start Group and Skype Mobile, and Cimarron Buser, VP of product and marketing at Apperian, for a conversation about developing killer mobile applications for your end user. Attendees will learn how to: • Design mobile value propositions for your audience • Understand what makes a mobile product go viral in your target segment • Use mobile to enhance the value of your brand, increase revenue, and create loyalty

1. The Key to Mobile Success:
Know Your User
Nitzan Shaer and Cimarron Buser

2. #hsgmobile
Today’s Speakers Click Q&A button to submit questions, or Chat for technical
issues
Nitzan Shaer Cimarron Buser
HIGH START GROUP APPERIAN
Founder and Managing Partner VP Products and Marketing
Mobile executive and strategist. Visionary and creative leadership
for mobile, enterprise and Web
At Skype, led Mobile Product Group. products.
Launched global initiatives at
Microsoft. Ideas to Market—successful at
Held executive roles with a number of transforming product ideas into
mobile startups. Board member and market-leading products
investor.
Apperian clients include:
High Start Group clients include: American Greetings, The Estee
AT&T, Constant Contact, Brightcove, Lauder Companies, Harrah's
BzzAgent, Where.com, Vlingo, envIO Entertainment, Intuit, Progressive
Networks, Vivox, and others. Insurance, Rue La La, Timberland,
and Warner Brothers.
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Agenda
Case Studies
Mobile as a Transformational
Opportunity
Common Pitfalls in Creating a High
Impact Mobile Offering
What is a “High Impact Mobile
Offering?”
3 Steps to Creating a High Impact
Mobile Offering
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Mobile as a Transformational Opportunity
Web 2013. By 2013, mobile phones will be the most common
device used to access the Web
The Rising Majority. 89 million people in the USA accessed the
mobile Web in the past year; 53% of these people access the
Internet from their phone every day
Mobile Commerce Explosion. eBay expects $1.5B through its
mobile commerce channel in 2010; 94% of retailers have or are
developing a mobile strategic plan
Leading Platforms. Apple App Store, 250K apps (5B
downloads); Android Market, 80K; Blackberry App World, 8K
Mobile is on track to become an ubiquitous part of daily
life.
An opportunity too big to pass on!
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Poll
Where are you in the process of developing a
mobile offering (application or mobile Web)?
 Considering a mobile offering
 Actively planning, setting goals, defining experiences
 Developing software
 Launched, but it hasn’t delivered the results we hoped for
 Launched and it is meeting our goals
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Webinar Survey Results
Where are you in the process of developing a mobile
offering (application or mobile web)?
Considering a mobile application 34%
Actively planning, setting goals, defining 28%
Developing software 13%
Launched and it is meeting our goals 22%
Launched, but it hasn't delivered on its goals 3%
0% 5% 10% 15% 20% 25% 30% 35% 40%
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Common Pitfalls in Creating a High Impact Mobile Offering
Strategy • Unidentified customer needs.
Unique mobile needs not understood or addressed
• Customer retention.
Not enough focus to encourage repeat usage
Design • Information overload.
Too many features are crammed in
• Mobile’s unique capabilities ignored.
Location, device capabilities, social facilitation
Technology • The sky is not the limit.
Connectivity assumed to be perfect
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What is a “High Impact Mobile Offering?”
Customer Value
Highly satisfied by
utility, entertainment, and social value
Company Value Experience
Increased revenues, Intuitive, instant gratification,
new customers, appropriate for mobile context,
loyalty and brand value generates frequent usage
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3 Steps To Creating a High Impact Mobile Offering
• Set Mobile-Specific Business Goals
Goals that incorporate the opportunities of mobile
1 (Hint: these are rarely the same goals as desktop Web site)
• Identify Mobile Users, Context, and Needs
Who will use it? Where? When? And what do they really need?
2
• Ensure Adoption and Repeat Engagement
Figure out why your mobile offering will stand out
3 (Hint: what will make them check in every day?)
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Introducing Today’s Case Studies
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3 Steps To Creating a High Impact Mobile Offering
• Set Mobile-Specific Business Goals
1
• Identify Mobile Users, Context, and Needs
2
• Ensure Adoption and Repeat Engagement
3
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Step 1: Set Mobile-Specific Business Goals
 Increase revenue. New mobile offering, frequency of
purchase, leveraging location, or other contextual info
Clearly defined mobile goals are the basis of a
focused experience and impactful results
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Step 1: Set Mobile-Specific Business Goals
 Increase revenue. New mobile offering, frequency of
purchase, leveraging location, or other contextual info
 Grow user base. New value add, differentiated
offering, social growth
Clearly defined mobile goals are the basis of a
focused experience and impactful results
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Step 1: Set Mobile-Specific Business Goals
 Increase revenue. New mobile offering, frequency of
purchase, leveraging location, or other contextual info
 Grow user base. New value add, differentiated
offering, social growth
 Deepen engagement. Convenience of use, location,
social and emotional engagement
Clearly defined mobile goals are the basis of a
focused experience and impactful results
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Step 1: Set Mobile-Specific Business Goals
 Increase revenue. New mobile offering, frequency of
purchase, leveraging location, or other contextual info
 Grow user base. New value add, differentiated
offering, social growth
 Deepen engagement. Convenience of use, location,
social and emotional engagement
 Brand building. Increasing awareness, new channel
Clearly defined mobile goals are the basis of a
focused experience and impactful results
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Step 2: Identify Mobile Users, Context, and Needs
 Target users.
• Which segment will benefit most from mobile (hint: not all)?
• Who are the new users we are targeting?
• On which devices?
• What are their behavioral patterns?
Identify the exact target users, their context of use,
and their needs at the time of engagement
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Step 2: Identify Mobile Users, Context, and Needs
Describe an unusual
situation in which you
 Target users. used the app
• Which segment will benefit most from mobile (hint: not all)?
• Who are the new users we are targeting? Waiting room
of doctor's 44%
• On which devices? office
• What are their behavioral patterns?
Waiting for a 38%
flight
 Context of use.
• When and where will users access it? Other 34%
• What do we know about the user at that time?
• What information does she have access to?
Waiting for my 27%
food in a diner
During a 26%
meeting
Car wash 13%
Identify the exact target users, their context of use,
and their needs at the time of engagement
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Step 2: Identify Mobile Users, Context, and Needs
Tell us why it's
 Target users. important to be able to
take the site anywhere
• Which segment will benefit most from mobile (hint: not all)?
• Who are the new users we are targeting? So I can be
• On which devices? first when a 67%
• What are their behavioral patterns? sale begins
I need to fight
 Context of use. boredom in 36%
• When and where will users access it? lines…
• What do we know about the user at that time? I love the idea
• What information does she have access to? of having an 33%
app…
 Needs. Shopping on
the site is 27%
• What will the user want to achieve?
sometimes…
(e.g. Kill time, urgent info, respond to event, impulse buy?)
Because I'm
rarely at a 27%
computer
Identify the exact target users, their context of use,
and their needs at the time of engagement
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Step 3: Ensure Adoption and Repeat Engagement
 Instant gratification. Users expect 5-30 seconds.
Intuitive and instant reward
For a competitive mobile offering, leverage unique mobile
elements to spur adoption and repeat engagement
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Step 3: Ensure Adoption and Repeat Engagement
 Instant gratification. Users expect 5-30 seconds.
Intuitive and instant reward
 Hyper personalized. Personalize the experience to
foster personal and social aspects
For a competitive mobile offering, leverage unique mobile
elements to spur adoption and repeat engagement
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Step 3: Ensure Adoption and Repeat Engagement
 Instant gratification. Users expect 5-30 seconds.
Intuitive and instant reward
 Hyper personalized. Personalize the experience to
foster personal and social aspects
 Freemium model. Remove barriers to adoption,
monetize after user is engaged
For a competitive mobile offering, leverage unique mobile
elements to spur adoption and repeat engagement
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Step 3: Ensure Adoption and Repeat Engagement
 Instant gratification. Users expect 5-30 seconds.
Intuitive and instant reward
 Hyper personalized. Personalize the experience to
foster personal and social aspects
 Freemium model. Remove barriers to adoption,
monetize after user is engaged
 Viral growth. Implement viral elements in the product
offering, the most common way to spur adoption
For a competitive mobile offering, leverage unique mobile
elements to spur adoption and repeat engagement
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Step 3: Ensure Adoption and Repeat Engagement
 Instant gratification. Users expect 5-30 seconds.
Intuitive and instant reward
 Hyper personalized. Personalize the experience to
foster personal and social aspects
 Freemium model. Remove barriers to adoption,
monetize after user is engaged
 Viral growth. Implement viral elements in the product
offering, the most common way to spur adoption
 Game mechanics. Introduce elements that drive
enthusiasm, repeat usage, deliver social benefits:
reviews, badges, check-ins, rewards, testimonials
For a competitive mobile offering, leverage unique mobile
elements to spur adoption and repeat engagement
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Summary: Creating a High Impact Mobile Offering
Set mobile-specific business goals
Identify mobile users, context, and needs
Ensure adoption and repeat engagement
Addressing the unique aspects of the mobile environment
is key to delivering a transformational offering
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Are you developing a mobile strategy?
Do you want to increase adoption and engagement?
info@highstartgroup.com
+1.617.249.0531
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