Date post: | 18-May-2015 |
Category: |
Health & Medicine |
Upload: | sam-walmsley |
View: | 2,631 times |
Download: | 0 times |
social / technology / compliance / websites / mobile / white papers /
MOBILE
Sam WalmsleyBluelight: DigiPharm pre-workshop
social / technology / compliance / websites / mobile / white papers /
‘IF YOU DON’T HAVE A MOBILE STRATEGY, YOU DON’T HAVE A FUTURE STRATEGY’ IAN CARRINGTON, GOOGLE
2
social / technology / compliance / websites / mobile / white papers /
MOBILE – THE NEXT BIG THING?Its already very much upon us, the question for every brand and company is, are you ready?
3
social / technology / compliance / websites / mobile / white papers /
Consumers now expect moreI want what I want, when I want it, where I want itI want content independent of location, platform, time or nature of requestI want no restrictions, and I want it portableI want seamless multichannel experiences
social / technology / compliance / websites / mobile / white papers /
Orange Unrestricted
gamespersonal media
web - sports, news & weather
web - generalweb - entertainment
web - travel info
bluetooth
downloading
music/radio
0%
10%
20%
work
media diary: based on ALL usage of mobile media and entertainment across the seven days
Different usage habits by location
social / technology / compliance / websites / mobile / white papers /
Orange Unrestricted
gamespersonal media
web - sports, news & weather
web - generalweb - entertainment
web - travel info
bluetooth
downloading
music/radio
0%
10%
20%
work public transport
media diary: based on ALL usage of mobile media and entertainment across the seven days
Different usage habits by location
social / technology / compliance / websites / mobile / white papers /
Orange Unrestricted
gamespersonal media
web - sports, news & weather
web - generalweb - entertainment
web - travel info
bluetooth
downloading
music/radio
0%
10%
20%
work public transport car
media diary: based on ALL usage of mobile media and entertainment across the seven days
Different usage habits by location
social / technology / compliance / websites / mobile / white papers /
Orange Unrestricted
gamespersonal media
web - sports, news & weather
web - generalweb - entertainment
web - travel info
bluetooth
downloading
music/radio
0%
10%
20%
work public transport car home
media diary: based on ALL usage of mobile media and entertainment across the seven days
Different usage habits by location
social / technology / compliance / websites / mobile / white papers / 9
Smartphones forecasted to over take PC shipments in 2012
Business Insider Nov 2010
Web-enabled smartphones now make up 20% of the 3 billion mobile devices worldwide (50% over the next 3-5 years) comScore, Sept 2010
Approximately 0.8% of all domains are likely to have mobile-friendly content.
dotMobi, April 2009
social / technology / compliance / websites / mobile / white papers / 10
Smartphone ownership for HCPs
Doctors General Population
Own a phone 99% 89%
Own smartphone 81% 27%
5%15%25%35%45%55%65%75%85%95%
99%
89%81%
27%HCP stats: D4, General Population stats OfCom 2011
social / technology / compliance / websites / mobile / white papers / 11
Healthcare Professionals: UK (D4)
iPhone46%
Nokia17%
SonyEcrisson10%
Blackberry 8%
HTC7%
Samsung6%
LG 3%
Other 3% Mobile phone ownership by doctors is
almost universal81% own a SmartphoneiPhone most popular (46%)87% of doctors carry and use their mobile at workPrimary use is communication with colleagues (phone, text and emails)59% use their device for accessing content30% run software or apps related to work
social / technology / compliance / websites / mobile / white papers /
Mobile web is for everyone….Are we getting it right?
social / technology / compliance / websites / mobile / white papers /
Some giants are adapting well to mobile
social / technology / compliance / websites / mobile / white papers /
In Healthcare – Boehringer Ingelheim
social / technology / compliance / websites / mobile / white papers /
In Healthcare – Pfizer
social / technology / compliance / websites / mobile / white papers /
Pharma using Flash – not compatible with mobile devices
social / technology / compliance / websites / mobile / white papers /
Does it matter?Just 12% claim that they don’t findanything irritating about their mobilebrowsing experience25% of consumers say they would
never visit a site again if they had anegative experience on their mobile
Smartphone ownership by healthcare professionals (81% D4) is much higher than general population (24% Ofcom)
Source: 2010 YouGov/Brandbank report
HCPs are using their devices more for searching for content than using apps on their devices
social / technology / compliance / websites / mobile / white papers /
Another challenge for pharmaMobile & SEO best practice have similar needs⁄ Reducing download times of site, optimise images⁄ Improving or using quality technical coding⁄ Reducing use of Flash⁄ Clear descriptions on meta tags, title tags, h1 tags etc
This approach, improves the ability for people to find your content through search enginesOptimising for search, will mean a simple mobile strategy can be put into place for your customers
social / technology / compliance / websites / mobile / white papers /
Are you going to mobilise your website or create something new?
social / technology / compliance / websites / mobile / white papers /
Metrics are key to mobile journeyMost popular mobile devices for accessing NHS information via the internet were:⁄ iPhone - 61%⁄ iPod Touch - 17%
Traffic to NHS Direct from mobile devices increased from 3,000 to 155,000 users a month in the last year, so developed a mobile optimised contentNHS Direct app – symptoms checker to launch June 2011
Quit smoking app launched in 2010, along with alcohol units app
social / technology / compliance / websites / mobile / white papers /
AN IPHONE STRATEGY IS NOT A MOBILE STRATEGY, IT IS AN IPHONE APP
21
social / technology / compliance / websites / mobile / white papers /
As in industry we are investing in apps
social / technology / compliance / websites / mobile / white papers / 23
Browsers are more popular than apps7 out of 10 European mobile media users choose to find information and content via a browser rather than apps 59% of mobile media users who search the Internet via browser do it at home 70% of mobile media users who search the Internet via browser do it on the moveSource: Orange 2010
social / technology / compliance / websites / mobile / white papers / 24
Most successful branded free appOnly 20% of branded apps reach 1,000 downloads (Deloitte 2011)Only 1% reach 1 million (Deloitte 2011)
The most successful branded app is from a regulated industry
⁄ Barclaycard: Waterslide Extreme game⁄ Downloaded 12 million times⁄ Average 2.5 mins x 4 sessions per user⁄ 120 million mins of brand engagement⁄ Most popular app across 57 countries
social / technology / compliance / websites / mobile / white papers / 25
Implementation: Mobile Journey
Measurement
Promotion
social / technology / compliance / websites / mobile / white papers /
Considerations
social / technology / compliance / websites / mobile / white papers /
INTEGRATINGDIGITAL MOBILE
social / technology / compliance / websites / mobile / white papers / 28
Ignore Technology HypeAcronym overload: Following 3G, WiMAX, and DVB -H, it is now time for LTE, NFC, and mobile AR to take center stageDisruptive technologies, will take years to become mainstreamEmbracing mobile does not mean jumping on app bandwagon⁄ Customers will ignore apps after they download if provides no
value⁄ Think about how mobile can deliver clear consumer benefits via
a convenient user experience and integrate into your other channels
social / technology / compliance / websites / mobile / white papers / 29
How many of you have a mobile strategy?
The majority of companies either do not have a mobile strategy or are only just starting to build oneMUST integrate mobile as part of their overall corporate strategy as a matter of some urgencyCreate a roadmap for 12 – 18 monthsFour core mobile disciplines:
⁄ strategy and vision; ⁄ organization and implementation; ⁄ measurement and metrics;⁄ Only then focusing on technology
social / technology / compliance / websites / mobile / white papers / 30
QuestionsSam [email protected] @sammielw