THE WEB IS NOW MOBILE – ARE YOU PREPARED?
Tommi Pelkonen | Miika Puputti
WEB WEB WEB WEB
THE WEB TODAY:
SOCIAL MOBILE
CONTENT-ORIENTED CONTEXTUAL
DELIVERING EXPERIENCES AND BETTER BUSINESS
and all about
Image courtesy of Brad Frost – http://bradfrostweb.com/
Image courtesy of Brad Frost – http://bradfrostweb.com/
Wait, wasn’t today’s topic mobile?
1. Mobile is personal
2. Mobile is permanently carried
3. Mobile is always on
4. Mobile has a built-in payment channel
5. Mobile is available at the point of creative impulse
6. Mobile is most accurate at measuring its audience
7. Only mobile can capture the social context of consumption
8. Only mobile can o!er augmented reality
Tomi Ahonen, @tomiahonen – http://goo.gl/E2tmI
WHY IS MOBILE IMPORTANT?
IN SHORT: Mobile enables CONTEXTUAL services
A BRIEF HISTORY OF MOBILES
A BRIEF HISTORY OF MOBILES
A BRIEF HISTORY OF MOBILES
WAR OF THE ECOSYSTEMS IS ON, MAKING THE SMARTPHONE JUST ONE PLAYER
Mac computers iPhone iPad Apple TV
Chrome browser Android Android tablets Google TV
Windows, O!ce Windows 8 Windows Phone Xbox
PC smartphone tablet smart TV
Bubbling under:
IT IS ABOUT EXPERIENCE ROAMING!
2015
one ecosystem, tens of screens
ecosystems
experience roaming
2010 2005
one bill, triple play
one device, thousands of apps
network device
vision
focal point
compete based on
price of service
number of apps
APPLE: A PIONEER IN EXPERIENCE ROAMING
Copyright VisionMobile 2011
Social circle
Apps ecosystem
User data roaming
Service roaming
User interaction design
Industrial design
Brand
Apple is the poster child of experience roamingApple leads by example, by delivering a consistent experience across divers screens
Experience roaming
Ping
App Store
MobileMe
iTunes, AirPlay
iOS
Apple
Apple
iPod
iPhone
iPad
Mac
Apple TV
Across screens
?
Hmmm - can you hear the jingle bells…
… and the hit gadgets of Christmas 2012: New iPad, Nokia Lumia 920 and 820, the new iPhone, new Android devices (phones & tablets), Kindle Paperwhite…
This Christmas smartphone sales pass PC sales for the first time in history!
Source: Smart Online website http://goo.gl/tIrDC
435
million
PC and notebook shipments
460 million
smart-phone
shipments
Q4 of 2012
PUTTING MOBILE DEVICES INTO CONTEXT (2009 FIGURES….)
0B
1B
2B
3B
4B
Cars PCs Telephone Credit Cards
TVs Mobile
0,8B 0,9B
1,3B 1,4B
1,5B
3,3B
3,3 billion in perspective
Let’s think – we should at the very least be able to monetize
this
SIMPLE EARNINGS LOGIC: SELL MORE OR SAVE COSTS
• New customers • Acquisition increases and lead generation • Loyalty improvements • More revenue per customer • New o"ers • Better brand dialogue • Cross-sell at POS
Increase revenue
• Design, products, marketing, distributions,
sales, customer service costs • Development time • Material costs • Targeting • Sales automation • Better service on the fly
Reduce costs
MOBILE IS RELEVANT THROUGHOUT THE PURCHASE CHAIN
Where to buy
BUY
Post-purchase
interaction
Repeat the purchase
What to buy
Help me to find the right things
for me!
Where can I get these things?
Are they available now?
Can I buy these right now from
my device?
Now I have it, then what?
Can I pay with my mobile?
What have other thought about
this?
How do I get more out of my
purchase
I had this one – maybe they can help me again?
THINGS TO CONSIDER IN ORDER TO MAKE MOBILE WORK
• Which customers to service via mobile channels?
• What content to deliver? • How integrated an experience to make? How to
roam the experience between channels? • Experience delivery: website, application or
something else? • Cost versus benefits: who pays for the
development costs and usage – customer or us? • Investment lifecycle: how fast to expect gains?
Now – Let’s go back to the roots
of the web…
THE FIRST WEBSITE IN THE WORLD
WAS “RESPONSIVE”
It was all about the content
It works on
multiple screen sizes
Why is this important?
Good experiences are built from the
ground UP
And not the other way around
SO CONTENT IS
KING
CONTENT IS THE
FOUNDATION
CONTENT!
VISUALS!
INTERACTIONS!
BE
DESIGN IN TEXT
SKETCH PROTOTYPE VISUAL DESIGN
TEST WITH USERS
RETHINK THE
PROCESS
AND ITERATE!
PICK YOUR MOBILE
STRATEGY
RESPONSIVE WEBSITE!
DEDICATED MOBILE
WEBSITE!
NATIVE APPLICATIONS!
RESPONSIVE WEBSITES
starbucks.com!
bostonglobe.com!
kokoomus.fi!
yle.fi/uutiset!
anderssonwise.com!
DEDICATED MOBILE
WEBSITES
m.hs.fi!
MULTIPLE CLICKS UNTIL USER CAN REACH THE CONTENT
DON’T SHOW CONTENT ON MOBILE SITE AT ALL?!
OFFER YOUR USERS JUST LINKS
???
m.yle.fi!
SPLASH SCREENS?
m.opera.com!
NATIVE APPLICATIONS
Nike GPS! Spotify! Radio Nova!
A GOOD OPTION WHEN USING THE MOBILE DEVICE’S CORE FUNCTIONS, SUCH AS RADIO, STREAMING MUSIC, GPS…!
WRAPPING IT UP:
• Mobile-user base is ever growing • Experience roaming counts • Mobile is relevant throughout the
purchase chain
• Have a strategy • Celebrate your content • Build from the ground up • Rethink the process • Be ready for the ever-changing future
THANKS, FOLKS!
Tommi Pelkonen - @TommiP Miika Puputti - @miikap