developing your mobile strategy siia via bootcamp - barry graubart
DESCRIPTION
Presentation on mobile strategy given by Barry Graubart at SIIA Content VIA Platforms conference, May, 2012, Palace Hotel, San FranciscoTRANSCRIPT
Developing Your Mobile Strategy
Barry Graubart VP, Marketing, ReisReports.com
Agenda • Mobile First • Apps vs Mobile Web • Going Native • Examples • Measuring Success
Mobile Platforms
Focus On: Content Platforms
Mobile First • Embrace the constraints (Luke Wroblewski) • Focus & Simplify • Leverage mobile features where they add
value • Don’t forget the obvious
Three Core Mobile Behaviors • Micro-tasking • I’m local • I’m bored Josh Clark
author, Tapworthy
Apps vs. Mobile Web
“Mobile apps on platforms like iOS and Android are a temporary step along the way toward the full mobile web”
Apps vs. Mobile Web
Marc Andreessen Photo: Joi Ito, 2008
“Think of each website as an application, and every single click, every single interaction with that site, is an opportunity to be on the very latest version of that application.”
Apps vs. Mobile Web
“An app can target the specific limitations and abilities of each individual device much better than a website can while running inside a browser.”
Apps vs. Mobile Web
Jakob Nielsen Photo: Doc Searls, 2003
“Yet native apps come at a high cost. They’re costly to develop and to maintain as device vendors continually launch new models.”
Apps vs. Mobile Web
Going Native
Going Native – User Experience • Which platform(s)? • Offline? • Notifications? • Other special phone features?
Going Native – Business Models • App Store Presence • How Will You Get Paid? • Home Screen
Going Native – Tech Resources • In-house development skills • External development budget • Ongoing commitment
Development Approaches • Native apps and Hybrid apps • Replica apps • Mobile Web • Mixed model • Partnering with existing mobile platforms
Responsive Design
240x320 1024 x 768
MOBILE APP EXAMPLES
Focus On: Content Platforms
Mobile Analytics • Engagement/sessions, not pages • Device IDs, not cookies • Multiple devices per user • Offline usage • Batch uploads
Measuring Success • Setting appropriate goals • Matching to your business model • Test, measure, then test again
Homework Download and compare these apps:
Zinio
Homework Visit these mobile web apps:
