Mobile context Laurence Veale
21 June 2012
•desktop web pic
once the core of our business
Print, recording, radio, cinema, TV, internet...mobile
The 7th mass media
Mobile has radically
changed quite
a few things.
This stuff is important
“At a time when Americans increasingly pay bills and buy tickets on mobile devices, Government services often are not optimized for smartphones or tablets, assuming the services are even available online.”
Barack Obama, May 2012
-7% +36%
Web based email access Mobile email access
For the first time ever smartphones have outsold PC’s
100.9 million units vs 92 million units
http://www.readwriteweb.com/archives/smartphones_outsell_pcs.php
By 2015, more internet users will access the Internet through mobile devices than through PCs or other wireline devices
IDChttp://www.idc.com/getdoc.jsp?containerId=prUS23028711
http://www.mobilecommercedaily.com/2011/03/22/paypal-mobile-transactions-exceed-6m-per-day-ctia-keynote
PayPal mobile payment transaction volume has dramatically increased
$25 million in ‘08
$141 million in ‘09 $750 million 2010/2011
$7.5 billion by 2013
43%adoption
Our Mobile Planet; Ireland, understanding the mobile consumer, May 2012, commissioned by Google
59%adults own a smartphone
How ‘Appy are the Irish? Amárach Research & Fleishmann-Hillard, May 2012
Irish household smartphone ownership up to 71% by the end of the 2012?RedC
20 fold (2,044%) increase in mobile traffic
Major Irish utility company
Mobile used to mean...
Smartphones used everywhere
Our Mobile Planet; Ireland, understanding the mobile consumer, May 2012, commissioned by Google
89% of smartphone users look for local information on their phone and 90% take action as a resultMaking a purchase or contacting the business
now it can mean this
Photo by astrycula: http://www.flickr.com/photos/catsplay/3348486694/
59% use mobile while watching TV
Our Mobile Planet; Ireland, understanding the mobile consumer, May 2012, commissioned by Google
...so have you ever tried to access the company’s website on your phone?
user interview on a recent iQ project.
I was sitting on my couch watching TV. My computer was down the hallway. I couldn’t be arsed getting up so I tried to get my bill on my phone. He couldn’t.
When do visitors access our mobile site?
Peak access to mobile site after 7pm
= it’s not commuters
Up and to the right
‘Going mobile’ is probablyno longer a choice
What can a smartphone do?• Multi-touch sensors
• Location detection
• Device positioning & motion: from an accelerometer
• Orientation: direction from a digital compass
• Gyroscope: 360 Degrees of motion
• Audio: input from a microphone; output to speaker
• Video & image: capture/input from a camera
• Dual cameras: front and back
• Device connections: through Bluetooth between devices
• Proximity: device closeness to physical objects
• Ambient Light: light/dark environment awareness
• NFC: Near Field Communications through RFID readers
It’s almost always with us
Response
Mobile-to-Web / the disjoin.
Web that looks like an app?
CNET’s approach / app or not?
We simplified the layout of our mobile siteand made its navigation familiar to anyone who uses Facebook, Path, or any other common mobile app….Just because m.cnet.com looks like an app doesn't mean that is an app, though.
Huh?
CNET / it kind of is an app.
Facebook / App
Facebook / mobile web
Oversimplifed user needs - guess the top tap?
CitiDirect BE Mobile
CitiDirect BE(SM) Mobile recently reached a significant milestone, processing over $1 billion in total transaction value in its first six months of operations.
What mobile is not...
On the goLess
Losing 80% of your screenspace forces you to focus. You need to make sure that what stays on the screen is the most
important set of features for your customers and your business.
There simply isn’t room for any interface debris or content of
questionable value.
You need to know what matters most.
Luke Wrobelski, @lukew
Fresh approach to mobile (& everything else)
Resources•http://globalmoxie.com/jhc/prez/
mobile-context-myth-fowd.pdf
•http://www.thinkwithgoogle.com/insights/library/studies/our-mobile-planet-Ireland/
•http://wtfmobileweb.com/
Who to follow
•@grigs
•@ppk
•@brad_frost
•@stephanierieger
•@globalmoxie
•@adactio
Thank [email protected]