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The	
  Rise	
  of	
  the	
  Mobile	
  Web	
  
                       	
  
        @TheTimHayden	
  	
  
  October	
  17,	
  2011	
  Ÿ	
  #ESMBoston	
  
                       	
  
The Rise of the Mobile Web - #ESMBoston Tim Hayden 10-17-2011
Mobile Experience Solutions: Technology + Strategy
The Rise of the Mobile Web - #ESMBoston Tim Hayden 10-17-2011
Source:	
  IDC	
  


                     Mobile Experience Solutions: Technology + Strategy
Mobile Experience Solutions: Technology + Strategy
16%	
  
                23%	
  


                                                                           Handheld	
  
                                                                           Tablet	
  
                                                                           Notebook	
  
                                                                           Desktop	
  
                        18%	
  

43%	
  



                4MM+	
  clicks	
  Jun-­‐Aug	
  2011	
  –	
  44Doors	
  Capture	
  



                                                          Mobile Experience Solutions: Technology + Strategy
-­‐	
  	
  	
  2%,	
  Symbian	
  
             -­‐	
  	
  	
  2%,	
  Palm	
  
             -­‐	
  	
  	
  6%,	
  MicrosoU	
  
             -­‐	
  22%,	
  RIM	
  

             -­‐	
  42%,	
  Google	
  

           27%,	
  	
  Apple	
  

Google	
  ñ	
  6pts	
  |	
  RIM	
  ò	
  5pts	
  |	
  Apple	
  ñ	
  
1pt	
  vs.	
  year	
  ago!	
  	
  
                                                       source:	
  comScore	
  MobiLens,	
  3	
  months	
  ending	
  July	
  2011	
  
¡ NFC:	
  Near-­‐Field	
  
   Communications	
  
¡ DOH:	
  Digital	
  Out-­‐of-­‐Home	
  
¡ Augmented	
  Reality	
  
¡ Microsoft!	
  
                                Mobile Experience Solutions: Technology + Strategy
Mobile Experience Solutions: Technology + Strategy
 
       	
  
The Rise of the Mobile Web - #ESMBoston Tim Hayden 10-17-2011
The Rise of the Mobile Web - #ESMBoston Tim Hayden 10-17-2011
The Rise of the Mobile Web - #ESMBoston Tim Hayden 10-17-2011
Sent	
  from	
  my	
  
shiny	
  new	
  iPhone,	
  
  please	
  excuse	
  
         typos	
  
                    Mobile Experience Solutions: Technology + Strategy
The Rise of the Mobile Web - #ESMBoston Tim Hayden 10-17-2011
The Rise of the Mobile Web - #ESMBoston Tim Hayden 10-17-2011
The Rise of the Mobile Web - #ESMBoston Tim Hayden 10-17-2011
Mobile Experience Solutions: Technology + Strategy
The Rise of the Mobile Web - #ESMBoston Tim Hayden 10-17-2011
Mobile	
  traffic	
  most	
  oUen	
  originates	
  from	
  a	
  search	
  
engine,	
  whereby	
  locaZon	
  +	
  keywords	
  tell	
  you	
  where	
  
they	
  are	
  and	
  what	
  they	
  are	
  looking	
  for,	
  and	
  you	
  must	
  
respect	
  your	
  obligaZon	
  to	
  deliver	
  to	
  them	
  more	
  
relevant	
  content.	
  	
  
Location	
  




Device	
                     Time/
 Type	
      Context	
       Date	
  




              Language	
  
Mobile	
  Friendly/Ready	
  
•  Mobile	
  Friendly	
  
    •  Condensed	
  Content	
  (4-­‐10X	
  reduction	
  of	
  desktop	
  site)	
  
    •  Navigation	
  limited	
  to	
  2-­‐3	
  actions	
  beyond	
  landing	
  page	
  
    •  Quick	
  Load	
  Time	
  (you	
  have	
  <30	
  seconds!)	
  
•  Mobile	
  Ready	
  
    •  Responsive	
  Design	
  
    •  Data	
  feed	
  (API	
  –	
  location,	
  device,	
  A-­‐B	
  testing,	
  time/date)	
  
         with	
  CRM/profiling	
  platform	
  
    •  Cross-­‐platform	
  tested!	
  
    	
  
    	
  
AVOID	
  THE	
  BAD	
  CUSTOMER	
  EXPERIENCE!	
  
Mobile Experience Solutions: Technology + Strategy
Facebook	
  




               Twitter	
  




                         Email	
  




                             CRM	
  




               Coupons	
  




 Mobile	
  
Commerce	
  




                                       Mobile Experience Solutions: Technology + Strategy
1,000,000	
  Clicks,	
  Scans	
  and	
  Texts	
  
• QR	
  Code	
  Scan 	
   	
   	
   	
   	
  35%    	
  

• SMS	
  Text 	
   	
   	
   	
   	
   	
   	
  40% 	
  

• URL	
  (browser) 	
   	
   	
   	
   	
  25%      	
  



• Unique	
  QR	
  code/URL	
   	
  11%	
  
• IP	
  Address	
   	
   	
   	
   	
   	
   	
  98%	
  

• GPS	
  shared 	
   	
   	
   	
   	
   	
  60%	
  
The Rise of the Mobile Web - #ESMBoston Tim Hayden 10-17-2011
¡  Keep	
  back-­‐and-­‐forth	
  (send/receive)	
  of	
  texts	
  
    to	
  a	
  maximum	
  of	
  3-­‐4	
  TOTAL	
  actions	
  
¡  Upon	
  second	
  action,	
  consider	
  delivering	
  rich	
  
    media	
  MMS	
  (video,	
  coupon,	
  “call	
  to	
  action”	
  
    content)	
  
¡  Explore	
  vendors	
  that	
  provide	
  real	
  10-­‐digit	
  
    phone	
  addresses	
  as	
  well	
  as	
  short	
  codes	
  
¡  Better	
  used	
  at	
  events	
  and	
  in	
  direct	
  mail,	
  
    rather	
  than	
  in-­‐store	
  (where	
  time	
  may	
  be	
  a	
  
    challenging	
  factor)	
  
                                                           Mobile Experience Solutions: Technology + Strategy
¡  “Mobile	
  CompuZng”	
  will	
  change	
  everything	
  
¡  Brevity	
  rules	
  the	
  moment,	
  in	
  terms	
  of	
  connecZon	
  
    +	
  copy	
  +	
  call-­‐to-­‐acZon	
  
¡  Capitalize	
  on	
  natural,	
  current	
  behavior	
  
¡  Be	
  pragmaZc	
  device	
  capabiliZes	
  
¡  Offer	
  mulZple	
  channels	
  from	
  offline	
  to	
  online	
  
    (QR	
  Codes,	
  URLs,	
  SMS)	
  
¡  Relevancy	
  improves	
  immediate	
  conversion,	
  AND	
  
    creates	
  WOM	
  (Word-­‐of-­‐Mouth)	
  
 
                                	
  
       Mobile Experience Solutions: Technology + Strategy
                                	
  

       	
  	
  	
   	
  	
  Zm@44Doors.com	
  
                       	
  @TheTimHayden	
  
	
  
	
  

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The Rise of the Mobile Web - #ESMBoston Tim Hayden 10-17-2011

  • 1. The  Rise  of  the  Mobile  Web     @TheTimHayden     October  17,  2011  Ÿ  #ESMBoston    
  • 3. Mobile Experience Solutions: Technology + Strategy
  • 5. Source:  IDC   Mobile Experience Solutions: Technology + Strategy
  • 6. Mobile Experience Solutions: Technology + Strategy
  • 7. 16%   23%   Handheld   Tablet   Notebook   Desktop   18%   43%   4MM+  clicks  Jun-­‐Aug  2011  –  44Doors  Capture   Mobile Experience Solutions: Technology + Strategy
  • 8. -­‐      2%,  Symbian   -­‐      2%,  Palm   -­‐      6%,  MicrosoU   -­‐  22%,  RIM   -­‐  42%,  Google   27%,    Apple   Google  ñ  6pts  |  RIM  ò  5pts  |  Apple  ñ   1pt  vs.  year  ago!     source:  comScore  MobiLens,  3  months  ending  July  2011  
  • 9. ¡ NFC:  Near-­‐Field   Communications   ¡ DOH:  Digital  Out-­‐of-­‐Home   ¡ Augmented  Reality   ¡ Microsoft!   Mobile Experience Solutions: Technology + Strategy
  • 10. Mobile Experience Solutions: Technology + Strategy
  • 11.    
  • 15. Sent  from  my   shiny  new  iPhone,   please  excuse   typos   Mobile Experience Solutions: Technology + Strategy
  • 19. Mobile Experience Solutions: Technology + Strategy
  • 21. Mobile  traffic  most  oUen  originates  from  a  search   engine,  whereby  locaZon  +  keywords  tell  you  where   they  are  and  what  they  are  looking  for,  and  you  must   respect  your  obligaZon  to  deliver  to  them  more   relevant  content.    
  • 22. Location   Device   Time/ Type   Context   Date   Language  
  • 23. Mobile  Friendly/Ready   •  Mobile  Friendly   •  Condensed  Content  (4-­‐10X  reduction  of  desktop  site)   •  Navigation  limited  to  2-­‐3  actions  beyond  landing  page   •  Quick  Load  Time  (you  have  <30  seconds!)   •  Mobile  Ready   •  Responsive  Design   •  Data  feed  (API  –  location,  device,  A-­‐B  testing,  time/date)   with  CRM/profiling  platform   •  Cross-­‐platform  tested!       AVOID  THE  BAD  CUSTOMER  EXPERIENCE!  
  • 24. Mobile Experience Solutions: Technology + Strategy
  • 25. Facebook   Twitter   Email   CRM   Coupons   Mobile   Commerce   Mobile Experience Solutions: Technology + Strategy
  • 26. 1,000,000  Clicks,  Scans  and  Texts   • QR  Code  Scan          35%   • SMS  Text              40%   • URL  (browser)          25%   • Unique  QR  code/URL    11%   • IP  Address              98%   • GPS  shared            60%  
  • 28. ¡  Keep  back-­‐and-­‐forth  (send/receive)  of  texts   to  a  maximum  of  3-­‐4  TOTAL  actions   ¡  Upon  second  action,  consider  delivering  rich   media  MMS  (video,  coupon,  “call  to  action”   content)   ¡  Explore  vendors  that  provide  real  10-­‐digit   phone  addresses  as  well  as  short  codes   ¡  Better  used  at  events  and  in  direct  mail,   rather  than  in-­‐store  (where  time  may  be  a   challenging  factor)   Mobile Experience Solutions: Technology + Strategy
  • 29. ¡  “Mobile  CompuZng”  will  change  everything   ¡  Brevity  rules  the  moment,  in  terms  of  connecZon   +  copy  +  call-­‐to-­‐acZon   ¡  Capitalize  on  natural,  current  behavior   ¡  Be  pragmaZc  device  capabiliZes   ¡  Offer  mulZple  channels  from  offline  to  online   (QR  Codes,  URLs,  SMS)   ¡  Relevancy  improves  immediate  conversion,  AND   creates  WOM  (Word-­‐of-­‐Mouth)  
  • 30.     Mobile Experience Solutions: Technology + Strategy            Zm@44Doors.com    @TheTimHayden