Mobile Website Landscape

Small Screen, Big Opportunity

Communications and Marketing Spring Meeting Presentation

Suresh John, Director of Marketing

Blue Water Media

sjohn@bluewatermedia.com

v

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Agenda

• Blue Water Media Overview

• The Mobile Landscape

• Mobile Website Fundamentals

• Mobile Website Trends

• Questions

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Blue Water Media Overview

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Blue Water Media Overview

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• Blue Water Media is an award-winning information technology, web design, and

interactive marketing agency. By leveraging cutting-edge web design techniques, flexible

open source software applications, emerging technologies, and integrated marketing

campaigns, we offer a turnkey approach to attaining online success.

Founded in 2001

Offices in DC/NY/San Francisco

Currently have clientele in Federal Government,

Fortune 500, Non-Profit Organizations

92% rate of retention

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Blue Water Media – 360º Digital Services

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Blue Water Media – Partial Client List

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Education

Hospitality

Professional Services

Non-Profit

Government

Healthcare

We proudly serve a wide range of clients spanning a number of industries

The Mobile Landscape

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Mobile Utilization is Growing Rapidly

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• Mobile has experienced massive growth in recent years

There are 6.8 billion people on the planet and 5.1 billion of them now own a cell phone. (Search Engine Watch)

By the end of 2013, there will be more mobile devices on Earth than people. (Source: Cisco, 2013)

Before 2015, its projected that mobile internet usage will overtake the desktop. (Microsoft Tag)

• Mobile is now almost 40 percent of time

spent online. In addition Maps, Music,

Weather and Social Networking are

categories where people spend more time

with mobile than on the PC. It’s probably

only a year or so away that the above chart

looks much more 50/50 or even 60/40 in

favor of mobile. (ComScore)

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Re-imagination of Computing Devices

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Re-imagination of User Interfaces

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The Mobile User Mindset

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• Mobile users are highly accessible and active across the web, and they have little

patience for a poorly optimized mobile site.

91% of all US citizens have their mobile device within reach 24/7. (SMS Marketing)

Up to 30% of all email opens come from mobile devices. (Google Mobile Playbook)

Every day more than half of mobile social networkers access social content from their mobile

devices. (Google Mobile Playbook)

One 1 out of 4 mobile users consume video content daily. (Google Mobile Playbook)

57% of people won’t recommend a company with a sub-par mobile site and 40% will visit a

competitor’s site after a bad mobile experience. (Google Mobile Playbook)

• However, businesses and advertisers have been slow to capitalize on mobile growth

Only 9% of websites were optimized for mobile in 2012. (Mongoose Metrics)

When it comes to ad spending versus time spent, mobile is the most imbalanced medium out

there (It represents 1% of ad spend and 23% of time spent). (Google Mobile Playbook)

• THUS mobile represents a huge untapped opportunity!

Mobile Website Fundamentals

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The Mobile User Experience

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• Users expect mobile websites to load in

under five seconds according to the survey

findings. However even five seconds is a

long time. The general proposition is: the

faster the better.

• Creating mobile user experiences that

delight users forces us to rethink a lot of

what we have taken for granted so far with

desktop design.

• This graphic illustrates specific design and

usability elements that people want from

mobile sites.

• Dissecting the mobile user experience into

its key components gives us a conceptual

framework for building and evaluating good

mobile experiences

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Anatomy of a Mobile Website

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5 Crucial Mobile Questions Executives Should Be Asking

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1. How does mobile change our value proposition?

Deeply consider what your consumers want from mobile, and then proceeded to deliver it.

Benchmark against what others are doing in your industry.

2. How does mobile impact our digital destinations?

#1 priority is to have a mobile website. 57% of users say they won’t recommend a business with a

poor mobile site, and 40% have turned to a competitor’s site after a bad mobile experience.

Optimize your mobile site based on what you learn from user interactions

3. Is our organization adapting to mobile?

Assign a mobile champion in your company and empower them with a cross functional task force.

Make mobile a metric in your management dashboard. Review mobile stat KPI’s.

4. How should our marketing adapt to mobile?

Take 5 minutes today and search for your brand in mobile as a consumer would and discuss

these results with your marketing department.

5. How should I invest in mobile?

Based on performance KPI’s, if users are visiting your websites using mobile devices, it is time to

allocate that same budget percentage to mobile.

Mobile Website Trends

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Responsive Web Design

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• A great mobile strategy option in 2013 is to have a strong web strategy with a focus on

Responsive Design as part of the foundation.

• Responsive websites layout and function appropriately at any resolution be at a PC,

tablet, or mobile phone. Responsive websites auto calibrate according to screen

resolution/browser dimensions. Benefits of responsive web design include:

Responsive web design enhances user experience

Responsive web design reduces total cost of ownership

Responsive web design is great for SEO

• According to Mashable, 2013 will be

the year of responsive web design. As

Responsive websites become more

mainstream companies need to

consider whether they are the right

way to meet their audience in a

mobile setting.

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Responsive Example - Disney

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Mobile Phone PC/Web Tablet

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Responsive Example - Starbucks

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Mobile Phone PC/Web Tablet

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Responsive Example - Microsoft

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Mobile Phone PC/Web Tablet

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Responsive Example - USwitch

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Mobile Phone PC/Web Tablet

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Other Mobile Website Trends

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• Localized and Personalized Mobile Experiences

Since there are multiple mechanisms (IP targeting, WiFi triangulation technology, location-as-a-

service solutions, user-supplied location information, cookies, location-based proximity networks,

or GPS) to identify a users location when accessing a mobile website from a mobile device,

organizations can now develop functionality and content very specific to a local geography or

locality creating a personalized experience without having the need for a user to login

• Mobile mCommerce will grow substantially

On Black Friday, internet shoppers broke numerous records as internet sales exceeded $1 billion

for the first time in history. An estimated 24% of sales made via the internet on Black Friday are

thought to have been via traffic from mobile devices.

• Apps may rule the mobile landscape now, but not for long

Currently native apps for smartphones and tablets almost always trump websites designed for

mobile devices because they can tap into devices’ native capabilities for a seamless experience.

However, most experts agree HTML5 is eventually the way of the future and should flip the

perspective.

• The convergence of SoLoMo

There is strong indications that Social, Local, and Mobile elements will converge into a great

website experience for mobile users

Questions?

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Want more info about Mobile Websites?

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Chris Forhan, VP of Sales

Blue Water Media

cforhan@bluewatermedia.com

301-389-0165

Suresh John, Director of Marketing

Blue Water Media

sjohn@bluewatermedia.com

301-389-0167