A New Look at Mobile:Simple Strategies for

Organisations

Katie Lips.

What do I know?

★ Began working with mobile in 2002

★ Cofounded Treasuremytext.com

★ Author “The Amazing iPhone” Report

★ Instigator at Mobile 2.0 agency “Appostles”

★ Work with creative organisations at Kisky

I love mobile!

So..... Mobile?

LBS, Moblogging, Geolocation, App Stores, Ecosystems,

Microblogging, SMS Campaigns, Open Source,

Widgets, Developer Programmes, Locative Media,

Mobile 2.0....

And what have I missed?

Phonecalls!Downloads!

Catching up!

I’m going to...

★Introduce simple ideas for organisations beginning to work with mobile

★but also...

I’m going to...

★ Conduct Market Research

★ Talk about other people's services

★ Ask you to help out with my presentation!

Mobile.

“It’s sort of the Internet”....

“So why is it so difficult?”

In the beginning...

Oldskool Mobile.

“While the mobile data industry holds considerable promise in future, the existing ecosystem is challenging for the grassroots entrepreneur.”- Ajit Jaokar, Open Gardens.

1.0 Landscape.★ Complex Development & Testing

★ Poor End User Experiences

★ Bureaucratic Walled Garden Mentality

★ Low Financial Incentive

★ A Stagnated Industry

★ Little Incentive to Innovate or Take Risks

And it was like that for a long

while.

Things are changing.

But what does it mean to you?

A little experiment

Molly and her Mobile

In the customer’s shoes

No, not a customer, user, audience member or RGU!

Who uses the a mobile device?

100%

Who uses email on their ‘phone’?

25%

Who uses the web on their ‘phone’?

50%

For looking up phone numbers?

30%

For blogging?

10%

For social networking?

15%

For finding information on the

move?

45%

Other suggestions?

Micro

blogging

Twitter Taking

Photos

Sending

Photos

Games

Making

Movies

Navigating

Talking

Olly the Organisation

In your work shoes

For marketing, research, audience development, engagement, doing business, remote working,

making art

Who sees “Mobile” as part of

their marketing strategy?

20%

Who uses mobile for remote working (other than voice)?

20%

Who has a website?

100%

Who’s worked with Locative Media?

12%

E.g. worked with artists like Jen Southern, Alfie Dennen, John McKerrell et al.

Who has a mobile site?

4%

Who’s tested their website on a

mobile?

15%

My “user story”

★ Signed up for conference online

★ Joined social network, contributed content

★ Booked travel and hotel online

★ Texted myself address info of venue

★ Checked conference twitter #tag from mobile app on iPhone

My “user story”★ Tweeted my participation from iPhone

★ Checked related email on train via mobile

★ Looked up phone number on organiser’s website via Safari on iPhone

★ Called organisers to confirm details

★ Used Google Maps on iPhone to find hotel

★ Used Twitpic to tweet conference photos via iPhone

Is your organisation

accessible via mobile?

Accessibility?

Mobile 2.0

Mobile 2.0?★ It’s all about Platforms

★ iPhone

★ Android

★ Blackberry

★ Ovi

★ SkyMarket

★ ... and others

Customers

iPhone &iPod Touch

Developers & App Store

Ecosystem

It’s much easier to work with mobile!

Now

iPhone Focus.

Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1-09 Q2-09

Units sold in Quarter

270,000 1,119,000 2,315,000 1,703,000 717,000 6,892,000 4,363,000 3,790,000

iPhone Sales by Quarter

Cumulative iPhone Sales

0

7,500,000

15,000,000

22,500,000

30,000,000

Q3 07Q4 07

Q1 08Q2 08

Q3 08Q4 08

Q1 09

Snapshot May ‘09

★ 21 Million iPhones in 80 countries

★ +13m iPod Touch

★ Apple #3 Mobile Phone manufacturer

★ 25,000+ Apps / 2.2 million downloads each day

★ 500 million apps downloaded (half a billion!)

App Store

Example Apps★ Investors - Loopt

★ Enterprise - Salesforce.com

★ Brands - Carling’s iPint, Audi,

★ Web Services - Facebook, Remember the Milk

★ Mobile Services - Urban Spoon, Flirtomatic

★ Disposables - iFart, Sonic Lighter, Ocarina

★ Games - Rolando from ng:moco

Case Study

★ A Cinema chain in Netherlands built an iPhone app and...

★ 110,000 iPhone installed app

★ 3rd most successful Dutch application

★ iPhone app drove 67% of total traffic

Source: Sharewire

Case Study

★ 10% of their users on Nokia handsets

★ Only 60% of those people actively used the app

★ They needed to market the app to this audience

★ Who required lots of support

Source: Sharewire

Case Study

★ 81% of traffic came from iPhone users

★ Who downloaded the app via the App Store with zero marketing spend

★ Of whom 98% were active

★ And required zero support

Source: Sharewire

The Opportunity?★ Investors - speculate (KPCB’s iFund)

★ Enterprise - mobile workforce

★ Brands - your brand in 21m pockets

★ Web Services - extend reach via mobile

★ Mobile Services - The App business

★ Disposable Apps - apps as accessories

★ Games Developers - a new platform

For the Arts?★ Marketing?

★ Brand recognition?

★ Deep audience engagement?

★ Value Add e.g. tours?

★ E-learning?

★ Market Research?

★ As a platform for artists?

If you want to know more...

Coffee Buzzwww.coffeebuzzapp.com

What we learnt...

www.theamazingiphone.com

Simple Strategies

Get a mobile- friendly Website!

How to make your website mobile friendly

★ Put your phone number on the homepage

★ Safari & other mobile browsers auto-detect phone numbers

★ Add some code so iPhones know it's a number can can call it with one click

Don’t use Flash!

At least not ONLY Flash

Consider Mobile Use Cases

★ Consider that some people will access your website via their phones

★ Maybe they just want your phone number so they can call you

★ Make sure they can get in touch

★ Don’t say ‘Sorry’, say ‘Hello’!

Monitor the web via mobile

And let’s not forget voice

Skype

★ Get a SkypeIn number

★ Your number in...

★ New York

★ London

★ Liverpool

★ Manchester

Phonefromhere.com

★ Web to talk - Add ‘Call Us Now’ to your web page

★ Lets customers call you for free

★ At the point of interest

SMS

SMS from your desktop

★ Send SMS to your customers

★ Because it’s personal

★ Useful for data, instructions & directions

★ Call to action

★ SMS your customers

★ Simply

★ Quickly

★ Cheaply

3jam.com

SMS Campaigns

★ Send ads out

★ Get responses back

★ Measure success

itagg.com

flytxt.com

smsjunkies.co.uk

Some Amazing Stuff

For inspiration...

Your Amazing Stuff?

For inspiration...

What have we learnt?

Are we moving to mobile?

Best bits, worst bits, cool new stuff?

Simple Mobile Strategies

★ Make sure your website is accessible via mobile

★ Make sure your website is useful via mobile

★ Don’t forget voice

★ SMS is easy to work with

Use Mobile Apps to...

★ Monitor your website

★ Update your blog

★ Twitter

Make mobile apps to...

★ Extend your web service

★ ...and add new revenue streams

★ Reach new audiences via App Stores

Summary

★ Whilst big brands are leading, mobile is no longer out of reach for Creative Organisations

★ There are a range of mobile options, from voice integration, to SMS to Apps

★ Most are a natural extension of your web strategy!

Who will...

★ Make sure mobile is part of their communication strategy?

★ Use Location Based Services - online or on the move?

★ Consider mobile apps?

75% of audience said they will now

consider mobile as part of their digital strategy

More info @

★ www.treasuremytext.com

★ www.appostles.com

★ www.theamazingiphone.com