Framework to help brands establish an effective mobile strategy to deliver "minimum pride" experiences. Plus an intro to Code

4. Mobile apps Mobile
grow from $6 Internet
One billion
billion market Usage
smartphones
today to surpasses
by 2016
$55.7 billion desktop in
by 2015 2014
Mobile is HUGE!
Source: Forrester (various)

5. Mobile behaviour is a key indicator of
intent to purchase
Source: iAcquire / Google

6. Mobile optimised
UK e-commerce
sites
Source: Google/TNS

8. • The Opportunity in Mobile is Huge
• But brands’ mobile presence is often fragmented, sub-optimal and
disjointed
• There are lots of reasons for this
– Legacy of campaign focussed delivery
– Too much focus on tech
– Evolving understanding
• “Minimum pride” is a set of must-haves that each brand’s mobile
presence must deliver
• It is also a framework to help brands and their partners develop an
effective Enterprise Mobile Strategy

9. Content strategy which
reflects specific needs and
Web sites optimised for all Search plan accounting for opportunities of mobile
mobile devices mobile search usage - includes earned &
paid media as well as
owned
Technology architecture A repeatable
which embeds mobile into implementation / Consistent social integration
client's overall IT publishing method for methodology
architecture mobile apps & web
Mobile integrated into the
Consistent data customer journey - e.g. TV
A 'Close' path for mobile
management plan as gateway to mobile
experience

10. • The brief
• IMAGE

13. • Who?
– Are our audience?
• What?
– Do we want them to do?
• Why?
– Would they want to do it?
• How?
– Do they use mobile now?

14. • Personal?
– How will this be a personal,
relevant experience?
• Optimised?
– What data do we have to optimise
this experience?
– How is the experience optimised
for the device?
– How does it account for location?
• Discovery?
– Search? Push? How do I get to the
content?
• Social?
– What content do I want to share?
– How do I share it?

15. • How?
– Do I buy?
• Immediate?
– Is buying friction-free?
• Real-world?
– How do we connect mobile
experience to real world
points of sale?
• Optimised?
– How are we capturing sales
conversion?
– How are we testing
strategies to improve this?

16. • Platform?
– Native? mWeb? Hybrid?
• Data?
– What are we capturing?
How are we storing & using?
– Test & learn strategies?
• Eco-system?
– What existing technology
resources can / should we
leverage?
– Enterprise standards?
– Cloud based services?
– Support process

18. • Enterprise level mobile strategy
– Consumer/Communication
– Technical
• Multi-platform, multi-regional
development resources
• Culture of agency partnership

19. Native Hybrid Web