Updated version of my mobile strategy slides for Where 2.0 in Santa Clara, April 2011

1. Get Me a Mobile
Strategy or
You’re FIRED!
Jason Grigsby
Slides: bit.ly/grigs-where2011
Tweets: @grigs_talks
@grigs • jason@cloudfour.com
cloudfour.com/blog • mobileportand.com

3. Get a lot of email from this guy...
http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/

4. 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

8. http://www.flickr.com/photos/76074333@N00/317952268/ |
http://futuristmovie.com Creative Commons BY-NC-SA 2.0

15. ME NEED IPHONE APP.
http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/

16. We’ve been here before...

17. and it wasn’t pretty.

19. DON’Ts
#1 Don’t Assume Customers
Have Downloaded Your App

24. DON’Ts
#2 Don’t Make Finding Store
Locations & Hours Difficult

36. Do as We Say, Not as We do.
http://www.mac-wallpapers.com/Apple-Wallpapers/white-apple-logo-wallpaper/

37. DON’Ts
#3 Don’t forget that the ‘U’ in
URL stands for Universal*
* it actually stands for ‘uniform.’ ah well, close enough. ;-)

38. URLs Should Go to Content, Not Mobile Home

39. Links
don’t
open
apps
http://www.flickr.com/photos/mattimattila/4001221570/

40. DOs
#1 Know Your Customers and
What Devices They Use

41. http://www.flickr.com/photos/earlysound/2710970750/ Creative Commons

42. iPhone Only Part of World Wide Market
Symbian Android RIM iPhone Windows
Other
4% 4%
16%
37%
16%
23%
Android 23%, iPhone 16% in 2010
http://www.gartner.com/it/page.jsp?id=1421013

43. U.S. Smartphone Subscribers Feb 2011
Android RIM iPhone Windows Palm Others
2.8%
7.7% 2%
33.0%
25.2%
28.9%
http://www.comscore.com/Press_Events/Press_Releases/2011/1/
comScore_Reports_November_2010_U.S._Mobile_Subscriber_Market_Share

46. Know Your Demographics
Blackberry has Emerging markets
40% 80%
global enterprise of worldwide
mobile market. MMS traffic.

47. Know Your Geography
Blackberry has Sharp sells
37% 80%
Latin America of its phones in
smartphone market. Japan, leads market.
Most popular phone for youth in Brazil is Blackberry.
Blackberry Messenger is Addictive. Network Effects.
Source: http://bit.ly/dlpGt8

48. What are your customers using?
Ask Them
Use Mobile Analytics

49. DOs
#2 Look beyond native apps to
mobile web, SMS & MMS

50. BMW Turned $70k MMS into $45M Revenue

52. CHALLENGE:
Find a single report that doesn’t show
exponential growth for mobile web.

54. DOs
#3 Apps for Your Most Loyal
Customers, Add Value

55. iPhone App Generated $600M in First Year

56. Second App for Most Avid Deal Hunters

57. Reward People for Downloading Your App
Take Advantage of Mobile Capabilities

58. DOs
#4 Understand Mobile Context

59. Create a product,
don’t re-imagine one
for small screens.
Great mobile
products are created,
never ported.
–Brian Fling

60. Mobile’s Eight Unique Abilities
http://bit.ly/b3oUtH | http://bit.ly/92TYAR

61. PERSONAL
63% do not
share phone
http://www.flickr.com/photos/fchouse/2829381653/

62. ~50% of US admit to
sleeping with phone
PERMANENTLY
CARRIED http://www.flickr.com/photos/kk/3615287378/

63. ALWAYS ON http://www.flickr.com/photos/gilderic/3517477267/

64. BUILT-IN PAYMENT
CHANNEL

65. CREATIVE
IMPULSE http://www.flickr.com/photos/d_a_v_i_d_m_/246298437/

66. ACCURATE
MEASUREMENT
http://www.flickr.com/photos/memotions/259656126/

67. SOCIAL CONTEXT http://www.flickr.com/photos/mythoto/1234638761/

68. AUGMENTED
REALITY
http://issuu.com/mkparsley/docs/ikea

69. Google’s Three Mobile Behavior Groups
Urgent now
Repetitive now
Bored now
http://www.informationweek.com/blog/main/archives/2007/04/google_lays_out.html

70. CORE PRINCIPLE
Mobile
First

71. Luke’s Take on Mobile First
Growth = Opportunity
Constraints = Focus
Capabilities = Innovation
http://www.lukew.com/ff/entry.asp?933

72. http://www.lukew.com/ff/entry.asp?1117

73. http://www.lukew.com/ff/entry.asp?1117

74. ME NEED IPHONE APP.
http://www.flickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/

76. What is your mobile strategy?
There shouldn’t be a mobile strategy.
It should simply be THE strategy.

77. Mobile
First
Mobile is disruptive technology.
It will touch all aspects of your business.
Plan accordingly.
Slides: bit.ly/grigs-where2011 | @grigs | cloudfour.com/blog