Frantic After Work presents: The web is now mobile – are you prepared? by Miika Puputti - @miikap and Tommi Pelkonen @TommiP

1. THE WEB IS NOW MOBILE
– ARE YOU PREPARED?
Tommi Pelkonen | Miika Puputti
WEB
WEB WEB
WEB

2. THE WEB TODAY:
SOCIAL
MOBILE
CONTENT-ORIENTED
CONTEXTUAL
and all
about
DELIVERING EXPERIENCES
AND BETTER BUSINESS

3. Image courtesy of Brad Frost – http://bradfrostweb.com/

4. Image courtesy of Brad Frost – http://bradfrostweb.com/

5. Wait, wasn’t today’s
topic mobile?

6. WHY IS MOBILE IMPORTANT?
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 offer augmented reality
IN SHORT: Mobile enables CONTEXTUAL services
Tomi Ahonen, @tomiahonen – http://goo.gl/E2tmI

7. A BRIEF HISTORY OF MOBILES

8. A BRIEF HISTORY OF MOBILES

9. A BRIEF HISTORY OF MOBILES

10. WAR OF THE ECOSYSTEMS IS ON, MAKING
THE SMARTPHONE JUST ONE PLAYER
PC smartphone tablet smart TV
Mac computers iPhone iPad Apple TV
Chrome browser Android Android tablets Google TV
Windows, Office Windows Phone Windows 8 Xbox
Bubbling under:

11. IT IS ABOUT EXPERIENCE ROAMING!
2005 2010 2015
one bill, one device, one ecosystem,
triple play thousands of apps tens of screens
vision
focal network device ecosystems
point
compete price of number experience
based on service of apps roaming

12. Apple is the poster child of experience roaming
APPLE:
Apple leads by example, by delivering a consistent experience across divers screens
A PIONEER IN EXPERIENCE ROAMING
Experience roaming Across screens
Social circle Ping iPod
Apps ecosystem App Store iPhone
User data roaming MobileMe iPad
Service roaming iTunes, AirPlay Mac
User interaction design iOS Apple TV
Industrial design Apple ?
Brand Apple
Copyright VisionMobile 2011

13. Hmmm - can you hear the
jingle bells…

14. … and the hit
gadgets of
Christmas 2012:
New iPad, Nokia
Lumia 920 and 820,
the new iPhone, new
Android devices
(phones & tablets),
Kindle Paperwhite…

15. This Christmas
smartphone sales
pass PC sales for Q4 of 2012
the first time in
460
history! million
smart-
435
phone
million
shipments
PC and
notebook
shipments
Source:
Smart Online website
http://goo.gl/tIrDC

16. PUTTING MOBILE DEVICES INTO
CONTEXT (2009 FIGURES….)
3,3 billion in perspective
4B
3,3B 3B
2B
1,5B
1,4B
1,3B 1B
0,8B 0,9B
0B
Cars PCs Telephone Credit TVs Mobile
Cards

17. Let’s think – we should at the
very least be able to monetize
this

18. SIMPLE EARNINGS LOGIC:
SELL MORE OR SAVE COSTS
• New customers
Increase
• Acquisition increases and lead generation
• Loyalty improvements
• More revenue per customer
revenue • New offers
• Better brand dialogue
• Cross-sell at POS
• Design, products, marketing, distributions,
sales, customer service costs
Reduce • Development time
• Material costs
costs • Targeting
• Sales automation
• Better service on the fly

19. MOBILE IS RELEVANT THROUGHOUT
THE PURCHASE CHAIN
Where can I get
Can I buy these
these things?
right now from
Are they
my device?
available now? Where to
What have other buy
Can I pay with
thought about
my mobile?
this?
What to buy BUY
Help me to find
the right things
for me! Now I have it,
then what?
Post-
Repeat the
purchase
purchase
interaction
I had this one – How do I get
maybe they can more out of my
help me again? purchase

20. 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?

21. Now –
Let’s go back to the roots
of the web…

22. THE FIRST
WEBSITE IN
THE WORLD
WAS
“RESPONSIVE”

23. It was all
about the
content
It works on
multiple
screen sizes

24. Why is this important?

25. Good
experiences are
built from the
ground UP
And not the other way around

26. SO CONTENT IS
KING

27. CONTENT IS THE
FOUNDATION
INTERACTIONS
VISUALS
CONTENT

28. BE

29. RETHINK THE
PROCESS
DESIGN VISUAL TEST WITH
SKETCH PROTOTYPE
IN TEXT DESIGN USERS
AND ITERATE

30. PICK YOUR MOBILE
STRATEGY
RESPONSIVE DEDICATED NATIVE
WEBSITE
MOBILE APPLICATIONS
WEBSITE

31. RESPONSIVE
WEBSITES

32. starbucks.com

33. bostonglobe.com

34. kokoomus.fi

35. yle.fi/uutiset

36. anderssonwise.com

37. DEDICATED
MOBILE
WEBSITES

38. m.hs.fi
DON’T
SHOW
CONTENT
ON MOBILE
SITE AT ALL?
MULTIPLE CLICKS
UNTIL USER CAN
REACH THE
CONTENT

39. m.yle.fi
OFFER
YOUR
USERS
JUST
LINKS
???

40. m.opera.com
SPLASH
SCREENS?

41. NATIVE
APPLICATIONS

42. Nike GPS
Spotify
Radio Nova
A GOOD OPTION WHEN USING THE MOBILE DEVICE’S CORE FUNCTIONS, SUCH AS
RADIO, STREAMING MUSIC, GPS…

43. 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

44. THANKS, FOLKS!
Tommi Pelkonen - @TommiP Miika Puputti - @miikap