How are consumer behaviors changing as mobile platforms and the mobile web advance? This presentation gives an overview into how the Mobile Shift is changing the opportunities and ways businesses must consider interacting with consumers.
Presented by James Burnes, Founder and CEO of Mobiltopia, a mobile strategy and app/site developer.
2. Today’s Goals
• Discuss current data on consumer
behavior and penetration of mobile
devices
• Key concepts behind businesses
leveraging mobile to drive incremental
revenue
• Steps to build a mobile strategy for your
business
9. Introduction of
Smartphones
Milestones in MobileMilestones in Mobile
WebWeb
3G Networks
debut
iPhone Debuts
iTunes App
Store Debuts
1999 2005 2007 2009
Internet on cell phones
begin to see limited use,
primarily for email
Web browsing begins to
emerge as speeds improve.
Still primarily used for
business applications, email.
Mobile Internet shifts from
business professionals to
housewives, teens and casual
adult consumers
2G Introduced
2001
2010 begins with 1 in 3
US mobile phone users
surfing the Internet on
mobile devices
2003
Google Droid,
4G Begin
10. Broadband Internet for mobileBroadband Internet for mobile
devices has created andevices has created an alwaysalways
on, everywhere connectedon, everywhere connected
culture.culture.
11. ““The rate of internal changeThe rate of internal change
must be greater than the ratemust be greater than the rate
of external change, or theof external change, or the
company will fall behind”company will fall behind”
- Jack Welch- Jack Welch
12. We’re in An Age WhereWe’re in An Age Where
Businesses Can Be Run From ABusinesses Can Be Run From A
Phone!Phone!
13. 1999 2005 2007 20092001 2003 2011 2013
Broadband Speeds AreBroadband Speeds Are
Increasing As New TechnologyIncreasing As New Technology
Feeds Consumer DemandFeeds Consumer Demand
1G
3G
2G
4G
14. Mobile Broadband Use WillMobile Broadband Use Will
Exceed Fixed Broadband in 2010Exceed Fixed Broadband in 2010
GloballyGlobally
2006 2008 2010 2012
Mobile Broadband
Subscriptions
Fixed Broadband
Subscriptions
Source: Ovum, Strategy Analytics, Ericsson
15. 1999 2005 2007 20092001 2003 2011
More Than Half of All PhoneMore Than Half of All Phone
Sold Will Be “Smart” By 2011Sold Will Be “Smart” By 2011
33%
51%
16. Web sites that work here. But don’t work here
= Dissatisfied customers= Dissatisfied customers
17. The 4 Hurdles ‘Regular’ SitesThe 4 Hurdles ‘Regular’ Sites
Fail To Cross On MobileFail To Cross On Mobile
DevicesDevices
• Small screens, often less than ¼
the resolution
• Awkward input for navigation
without a mouse
• Long download times
• Design UI that doesn’t reflect how
consumers browse on mobile
devices
*IndyStar.com Is used as an example. Mobiltopia is not responsible for their site development.
18. Smart phones are becomingSmart phones are becoming
an essential consumer toolan essential consumer tool
• 68% Look up shopping info about an
item to purchase online
• 68% find address and store hours of
preferred store
• 45% Look at third party or consumer
reviews of product during the purchase
process
• 43% Look for retailer or product
coupons
• 36% Check price of product while in
store to determine ‘good deal’
Source: Compete Smartphone Intelligence Survey, Q3 2009
19. 4545% of smartphone users who tried to make a purchase
online but where unable to do so because the site
would not load or work on their phone.
Source: Compete Smartphone Intelligence Survey, Q3 2009
20. 3838% of smartphone users who tried to make a purchase
online but abandoned the process because site was
not optimized specifically for their device.
Source: Compete Smartphone Intelligence Survey, Q3 2009
21. 3737% of smartphone users have made a purchase directly
with their phone in the past 6 months.
Source: Compete Smartphone Intelligence Survey, Q3 2009
22. *IndyStar.com Is used as an example. Mobiltopia is not responsible for their site development.
23. *IndyStar.com Is used as an example. Mobiltopia is not responsible for their site development.
41. A few highlightsA few highlights
Rich media and interactive
elements
Accessing proprietary data or
content
Location based
Password protection required
Targeting early-adopters or
tech-savvy crowd
E-Commerce (fast
transactions)
Video or ‘streamed’ data
Limited or no changes to
design or structure
Basic content (copy and
images only)
Simple database searches
Reach all users
E-Commerce (slower
transactions)
Frequent changes/updates to
design or structure
Ability to scale to more content
or features
Low cost of entry
Quick, guaranteed launch
42. Development Cost: $5-100k $1.5-15k
Hosting Cost: N/A $60-$150/mo
Maintenance Cost: Varies. Typically minimum of 10% of
original cost for any change. For
‘upgrades’ or feature enhancements,
costs can quickly exceed 25% of original
cost.
Varies. Simple content changes
may cost less than $100,
complex changes or upgrades
vary per requirement.
Platforms: Each platform requires new version of
app to be created.
Mobile site works on all
platforms.
Time to create: 2-12 months 5-15 business days
Marketing cost: Varies per project. No additional investment
required.
How Much Should I Expect ToHow Much Should I Expect To
Invest To Leverage Mobile?Invest To Leverage Mobile?
47. Let’s Take The MobileLet’s Take The Mobile
5 Opportunities Audit5 Opportunities Audit
How might your customers use mobile devices
to interact with your business?
How could your employees, when off-site, be
more productive and connected?
What business data would you like accessible
anytime, anywhere by you or your staff?
What are three different functions mobile could
change the way you conduct business?
How could immediate access to information
about your products or services affect the
buying behaviour of your customers?
“The Mobile Age” is divided into four key sections. Mobile 101 provides an overview of mobile technology and terms to familiarize viewers of this presentation with key terms and nomenclature. Mobile’s Impact is a look at the history of mobile and it’s integration with the Internet. Most importantly, this section of the presentation provides a look at trends in consumer behavior created by this mobile world we live in. Facts and Stats provides a wide variety of data points from third-party research and sources on what’s happening in the mobile world.
Smart phones are mobile devices that provide functionality beyond calling. These phones are equipped with operating systems that allow you advanced functionality and the capability to download software applications (apps) that provide increased functionality.
Smart phones generally have larger screens than standard phones and make viewing content easier. Approximately 18% of all mobile phones are smart phones at the end of 2009. That’s about one in five phones. Leading players in this space are the iPhone and Blackberry (various models). Google’s Android platform is quickly rising with a variety of new devices introduced in recent weeks.
It’s important to note that ‘standard phones’ are not necessarily ‘dumb.’ 89% of all phones (including smart phones) can browse the Internet and get access to data sources via major carriers data services.
Most of the web sites that are built, actually more than 9 out of every 10 sites, are not readily viewable on mobile devices. These computers, both desktops and laptops, offer large screen resolution, often faster processes, dedicated video memory and other technology that allows web developers to create emersive site designs that work well on these machines.
Mobile devices, on the other hand, have a limited bandwidth, much smaller screen resolution, lack some of the more complicated software to render certain types of programming on web sites.
Most importantly, consumers have different user behaviors between using their computers and their phones. Thus – not only for technology reasons, most web sites don’t ‘work’ for users on their mobile device.
Most of the web sites that are built, actually more than 9 out of every 10 sites, are not readily viewable on mobile devices. These computers, both desktops and laptops, offer large screen resolution, often faster processes, dedicated video memory and other technology that allows web developers to create emersive site designs that work well on these machines.
Mobile devices, on the other hand, have a limited bandwidth, much smaller screen resolution, lack some of the more complicated software to render certain types of programming on web sites.
Most importantly, consumers have different user behaviors between using their computers and their phones. Thus – not only for technology reasons, most web sites don’t ‘work’ for users on their mobile device.
52% Review a product description
43% Check order status
“The Mobile Age” is a presentation of Mobiltopia (http://www.mobiltopia.com), creators of mobile-optimized web sites and custom apps for iPhone, Blackberry, Palm and Android.
Mobiltopia is a venture of Project Brilliant (http://www.projectbrilliant.com).
This presentation is copyright Project Brilliant ®. All rights reserved.