THE MOBILE CONTENT MANDATE

@karenmcgrane

There is no reason for any individual to have a computer in his home.

— Ken Olsen, CEO of Digital Equipment Corp.

There is no reason anyone will need to do that on mobile.

—Your university, probably

1988

DEC is the world’s second largest computer company

1988 1990

Posts its first quarterly loss and begins laying off employees

1988 1990 1991

Posts its first full-year loss

1988 19981990 1991

Acquired by Compaq

“In industry after industry, the new technologies that brought the big, established companies to their knees weren’t better or more advanced — they were actually worse. The new products were low-end, dumb, shoddy, and in almost every way inferior.

—The New Yorker

DISRUPTIVE INNOVATION

RADIOS

PRINTERS

PHOTOGRAPHY

PERSONAL COMPUTERS

The Digital DivideTHE DIGITAL DIVIDE

OF AMERICANS HAVE NO INTERNET ACCESS AT ALL.

HAVE NO INTERNET ACCESS AT HOME.

20% 35%

OF BLACK AMERICANS HAVE NO INTERNET ACCESS.

HAVE NO BROADBAND ACCESS AT HOME.

29% 51%

32% 49%

OF HISPANIC AMERICANS HAVE NO INTERNET ACCESS.

HAVE NO BROADBAND ACCESS AT HOME.

OF LOW-INCOME AMERICANS HAVE NO INTERNET ACCESS.

HAVE NO BROADBAND ACCESS AT HOME.

38%

59%

OF AMERICANS WITH A DISABILITY HAVE NO INTERNET ACCESS.

HAVE NO BROADBAND ACCESS AT HOME.

46%

59%

OF AMERICANS WITHOUT A HIGH SCHOOL DIPLOMA HAVE NO INTERNET ACCESS.

HAVE NO BROADBAND ACCESS AT HOME.

57%

88%

2009 2013 2009 2013

85% 91%

31%

63%

MOBILE OWNERSHIP MOBILE INTERNET USE

THE MOBILE ONLY USER

34% 63% OF AMERICANS WHO USE THEIR

MOBILE PHONES TO GO ONLINE

ONLY OR MOSTLY USE THE INTERNET ON MOBILE

45% USE THE INTERNET ON MOBILE

HALF THE TIME OR MORE

45% OF LOW-INCOME AMERICANS

ONLY OR MOSTLY USE THE INTERNET ON MOBILE

45% OF HIGH-SCHOOL EDUCATED

ONLY OR MOSTLY USE THE INTERNET ON MOBILE

43%* OF BLACK AMERICANS

ONLY OR MOSTLY USE THE INTERNET ON MOBILE

60% OF HISPANIC AMERICANS

ONLY OR MOSTLY USE THE INTERNET ON MOBILE

ONLY OR MOSTLY USE THE INTERNET ON MOBILE

50%OF TEENS 12–17

50% OF YOUNG ADULTS 18–29

ONLY OR MOSTLY USE THE INTERNET ON MOBILE

Mobile was the final frontier in the access revolution. It has erased the

digital divide. A mobile device is the internet for many people.

— Susannah Fox, Pew Research

OF THE FORTUNE 100DON’T HAVE A MOBILE WEBSITE.

44%

Source: Pure Oxygen Mobile

OF CONSUMER BRANDS DON’T HAVE A MOBILE STRATEGY.

84%

Source: Digiday, Brands Struggle In Mobile

OF B2B BRANDS DON’T HAVE A MOBILE STRATEGY.80%

Source: Business Publishing Sector Cautious About Mobile

united club membership

united club membership

NOW WHAT?

CONTENT

FOR MOBILESTRATEGY

KNOW YOUR WORKFLOW

MobileWeb

NO FORKING WAY.

IT’S NOT A STRATEGY IF YOU CAN’T MAINTAIN IT.

Content ModelingWRITE BETTER

THERE’S NO SUCH THING AS “HOW TO WRITE FOR MOBILE.”

THERE’S JUST GOOD WRITING.

We felt it was a life-saving imperative to have all of our content on mobile.

— David Balcom, American Cancer Society

It’s not that it was designed and written for mobile, it’s just good content.

— David Balcom, American Cancer Society

GOOD CONTENT TRANSCENDS PLATFORM.

CHUNK YOUR BLOBS

Which content should we include (or exclude)?Should long pages be broken into shorter ones?Will it work to reuse headings as links?Will it work to truncate body copy for teasers?What fallbacks can we provide if our desktop content just won’t work?

RESPONSIVE DESIGN WON’T FIX YOUR CONTENT PROBLEM.

A PACKAGE OF IMAGE CROPS

LENGTH60 characters, 100 characters, 200 characters

TONE + STYLESEO-optimized, Colloqiual

SUPERHEADS + SUBHEADSCombo packages

DON’T CREATE CONTENT FOR A SPECIFIC CONTEXT.

YOU DON'T GET TO DECIDE WHICH DEVICE PEOPLE USE TO GO ON THE INTERNET.

THEY DO.

DISRUPTIVE TECHNOLOGIES EVENTUALLY GET GOOD.

OR THEY REDEFINE WHAT GOOD MEANS.

DO MOBILE RIGHT.RIGHT FROM THE START.

THANKS!

@karenmcgranekaren@bondartscience.comwww.bondartscience.com+1 (917) 887-8149