making the most of mobile: 5 things to think about when developing your mobile content strategy

@pugpig - pugpig.com - kaldorgroup.com


Making the most of mobile 5 things to think about when developing your mobile content strategy


Before we get stuck in let’s take a trip down memory lane...


In 1983, the first mobile phone went on sale in the U.S. at almost $4,000 each


In 1992 the world’s first smartphone, the “Simon Personal Communicator” was developed


By the late 1990s mobile devices were fast becoming the norm


And today...


China has more internet users on mobile devices than on PCs


In Japan, 90% of mobile phones are waterproof because youngsters use them even in the shower


The average person unlocks his or her smartphone 110 times each day


So what’s my point?

The pace of new product development on mobile is faster than ever, and...



1.Phones are more important than we thought

Mobile phones

Tablets

Traditional PCs

2013 2014 2015

2,800,0002,100,0001,400,000 700,000

Source: Gartner, October 2014

Global shipments of connected devices (1000’s units)


Source: commScore Media Matrix

US time spent online (bn minutes)


2. Mobile content poses a real design challenge


How to fit this


Into this...


And this


And these


And all these


So what’s the answer?


Well it’s certainly NOT this…


Responsive design


Responsive design is the practice of creating layouts that automatically organise your content to fit a given screen shape and size in the most appropriate way


And if you really want to save time...


3. Embrace structured content


and use templates...

(they are better than you think)


So, using templates your content can look great on both mobile web and apps, but how do you know which is right for you?


4. It’s not web vs apps, you can do both


It really depends on what you’re after. Try asking yourself these questions...

@jonnykaldor - pugpig.com - kaldorgroup.com

What sort of audience am I looking for?

Smaller but more loyal and valuable audience

Massive transient audience


Does my audience need to access content offline?

I’ll need my content when I’m on Dartmoor

Online only is fine

How do my readers want to consume content?

Curated journey through less content

(relax)

More content,search-based or

dipping in and out (research)


How will I keep them coming back?

I want push, background download,

today widget, home screen, badges

Direct mails are good


Do I need to tap into the features of the device?

Yeah I want location, calendar, contacts,

camera, audio player and the rest

No thanks - let’s stick to the content


It does look like apps still have a real future.

But contents owners need to move beyond simple replicas and keep users at the heart of new product development


So, in a fast changing environment, how can you make sure you give users what they really want?


5. Launch quickly, test, then iterate.


Get it out there ASAP!

DESIGN

You do not know the answer!

USERTEST

BUILDAND

LAUNCH

PROTOTYPE


If I can leave you with just five things:

1.Phones are more important than we thought

2.Responsive design is the key3.Embrace structured content and

templates4. It’s not web vs apps, you can do both5.Launch quickly, test, then iterate
