mobile opportunity cb 0211momodfw
DESCRIPTION
Mobile Monday Dallas presentation Feb 11, 2008TRANSCRIPT
Mobile Opportunity:Solve Usability Issues for Cash!
Candy Bernhardt
Mobile Opportunity: Why Now?Mobile Opportunity: Why Now?
3 Billion connections worldwide
92% Americans with mobile by 2009 (all age groups!)
Projected that mobile search
to rival PC
Newer models with more features, thinner form factor, and longer battery life
More available than a PC
Networks evolving from analog to digital to broadband
More and more features sought for differentiation
Services maturing. More extensible OS opportunities.
Readily available mobile software and web services
Users Handsets Operators Platforms
Mobile Context of These Slides
What we’re talking about, Willis!
5 Tips for mobile success5 Tips for mobile success
Resources for more infoResources for more info
Some examplesSome examples
“Different Strokes for Different Folks around
the world!”
“Different Strokes for Different Folks around
the world!”
Mobile Opportunity Tip #1:Focus on User Needs First
Mobile Users
Some are gadget freaksSome are gadget freaks
You ARE one!
They SpeakThey Speak
They ThinkThey Think
Some use it for work email Some use it for work email
Some prefer camera phonesSome prefer camera phones
Some prefer flip phonesSome prefer flip phones
Some want portable TVSome want portable TV
Some use it for mobile webSome use it for mobile web
Some use it for safetySome use it for safety
People use it to communicatePeople use it to communicate
Some play gamesSome play games
Some mobiles are not phonesSome mobiles are not phones
They TextThey Text
Some set up mobile alertsSome set up mobile alerts
Some use their phones for musicSome use their phones for music
Mobile is the Who, What, When, & Where
Mobile is EVERYWHERE!Mobile is EVERYWHERE!
It knows when you’ve been bad or good. It knows when you’re awake!
It knows when you’ve been bad or good. It knows when you’re awake!
Mobile is personally significant – and at times a statement of identity.
Mobile is personally significant – and at times a statement of identity.
“The good news is that about 35%‐40% of mobile phone users are willing to pay extra for additional features beyond voice and SMS.
They split into three different market
segments, each about 12% of the population, with very different needs and demographics.”
‐Mobile Opportunity Blog Oct 2005
Now: Principal of
Rubicon Consulting
Former:‐ Chief Competitive Officer and VP
of Product Planning at Palm
‐ VP of Strategic Marketing at
PalmSource
‐ Director of Mac Platform
Marketing at Apple
and served in a lot of other roles.
Now: Principal of
Rubicon Consulting
Former:‐ Chief Competitive Officer and VP
of Product Planning at Palm
‐ VP of Strategic Marketing at
PalmSource
‐ Director of Mac Platform
Marketing at Apple
and served in a lot of other roles.
Communication Enthusiasts
• Extroverts
• Often in Sales or Biz Dev
• Warm & Enthusiastic
Think: Real Estate Agent
$$ OpportunityAdvanced features to help them communicate better, like:
EmailIMVideo CallsVOIP featuresMore ideas…?
$$ OpportunityAdvanced features to help them communicate better, like:
EmailIMVideo CallsVOIP featuresMore ideas…?- Mobile Opportunity Blog Oct 2005
Information Enthusiasts
• More Introverted
• In Information–heavy jobs
Think: Doctors, Lawyers, Data Geeks or Research
$$ OpportunityNeeds specialized tools to manage all that info, like:
Aspects of patient/client recordsList of symptoms, drugs or statutesRemote access to servers and DB
$$ OpportunityNeeds specialized tools to manage all that info, like:
Aspects of patient/client recordsList of symptoms, drugs or statutesRemote access to servers and DB- Mobile Opportunity Blog Oct 2005
Entertainment Enthusiasts
• Usually Younger Crowd
• Wants to Keep it Fun
• Expects the cheaper route
Think: Gamers, Music Lovers or TV, Movie, or Sports Buffs
$$ OpportunityWilling to pay for enhanced entertainment, like:
MusicGamesVideoFun Messaging
$$ OpportunityWilling to pay for enhanced entertainment, like:
MusicGamesVideoFun Messaging- Mobile Opportunity Blog Oct 2005
Even with a daily borage of images, facts and stories, we still want to retain, tell others about or seek out something.
Let’s summarize mobile needs into 3 groupsLet’s summarize mobile needs into 3 groups
But Why Just Those Three?
Okay… and sometimes, you’re just bored!
For today, we’ll ignore “Amuse Me”For today, we’ll ignore “Amuse Me”
Mobile Opportunity Tip #2:Solve a Need or Problem
Do you know someone like this?
“I used to wish that my PC was as easy as my phone…
Now, I’ve gotten my wish!
I can’t figure out how to use my phone either!”
Look for complaints before ideas.Look for complaints before ideas.
Like Kathy says, Find the “Canyon of Pain”
16(Kathy Sierra: headrush.typepad.com)
Bigweld makes it simple…
“See a Need. Fill a Need!” (from Robots, the movie)“See a Need. Fill a Need!” (from Robots, the movie)
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Who has needs?
Things Need ImprovementsInterfaces, Software, Processes, Platforms, Phones, PDAs,
Browsers, Apps, Mobile Web, Cars, Lives!
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PeopleMe, You, Your Boss, Family, Friends, Moms, Teens, Professionals, Bums, etc.
GroupsDepartments, Organizations, Companies, Affiliations, Industries, Government, etc.
Opportunity…
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$$ OpportunityA need or desire that isn’t being filled well now.
$$ OpportunityA need or desire that isn’t being filled well now.
Pointless Utilityonly my momwould buy it
Pointless Utilityonly my momwould buy it
Extend Accesslike a mobile email or utility
Extend Accesslike a mobile email or utility
ServiceNichelike YouTube orTwitter
ServiceNichelike YouTube orTwitter
Clever WorkaroundElegant hack or skin like Mobile Shell
Clever WorkaroundElegant hack or skin like Mobile Shell
Value in how you fill a gap
“Pointless Utility”
It’s subjective.Someone’s trash is another person’s treasure.
It doesn’t alwayshave to have a point! Sometimes people just want to have fun or personalize!
Think “Hello World!”
A basic app for an OS that does it better.
Who cares? It’s fun for me!
Mobile Access vs Something Better
Mobile email & IM just
extend the
desktop model
Twitter & Facebook are scalable services for mobile interaction via web, text message, and apps.
Um, I already have text message!Um, I already have text message!
Clever Workaround
Mobile Windows Mobile Shell (Skin by Spb)
“I want a more intuitive interface.”
Service Replacement
Go to RadioTime.com from your mobile
Traditional RadioLocal OnlyLimited ChoicesNo posted guideBased on Hardware
Traditional RadioLocal OnlyLimited ChoicesNo posted guideBased on Hardware
Radiotime.comWorldwideLimitless genresHas a guideBased on internet access
Radiotime.comWorldwideLimitless genresHas a guideBased on internet access
Imagine… Voice as the new Killer App!
Voice XML
Usability Success
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$$ OpportunityThe ability to serve a need or desire well.
$$ OpportunityThe ability to serve a need or desire well.
Makes me concentrate and have to ask someone else = I hate you!
Makes me concentrate and have to ask someone else = I hate you!
Makes me think = Normal HassleMakes me think = Normal Hassle
Ease = Kick Ass! (You’re stupid if you don’t use it)
Ease = Kick Ass! (You’re stupid if you don’t use it)
Good News! … Everyone’s a Critic ☺
You don’t need extensive research to
have an opinion.
Big companies try to care, but caring = $$$ and
fear of funding the “Long Tail”niches
To get inspired, compare a task that’s easy at a desk, but difficult “on the go” (aka
anywhere else or mobile).
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Mobile Opportunity Tip #3:Keep Your Expectations Realistic
What Drives Your Project “How”?
Goal‐BasedWilling to learn
and research.
Goal‐BasedWilling to learn
and research.
Talent‐BasedFurthering Skills on
Existing Technology.
Talent‐BasedFurthering Skills on
Existing Technology.
Feature‐BasedFocusing on a gap, improvement
or “one‐up” solution.
Feature‐BasedFocusing on a gap, improvement
or “one‐up” solution.
Complexity of Frameworks
• (the usual suspects): Windows, Flash, Java, AND unique mobile SDKs, Blackberry, Symbian, Palm, iPhone, Android, etc.
• Mobile Web Apps – html and some CSS support
• Developing for a cross‐platform ‐ Troll Tech, Netbiscuits, etc.
Basically, start with what you are comfortable with first.
Basically, start with what you are comfortable with first.
About OS‐specific Mobile Apps
PROS
• More control over UI
• Internet not required
• Can use some amount of scripting and advanced features(depending on the features allowed by OS and wireless provider)
CONS
• Limited to smartphone users,which are on an uptick, but still the minority
• Testing and support can be a pain because phone specs candiffer by wireless service
Best for offering advanced features that can operate without an
internet connection, but can sync when a connection returns.
Best for offering advanced features that can operate without an
internet connection, but can sync when a connection returns.
About Cross‐Platform Mobile Apps
PROS
• More control over UI
• Internet not required
• More device coverage with a single app
• May use scripting and advanced features, depending on platform
CONS
• Dependent on Cross‐Platform iterations and adoption
• Testing and support can be a pain because phone specs can differ by wireless service
Best for offering advanced features that can operate without an
internet connection, but can sync when a connection returns.
Best for offering advanced features that can operate without an
internet connection, but can sync when a connection returns.
About Mobile Web
PROS
• Scalable web practices
• Not limited to phones, can include PSPs, Wii, Xbox, and any device with a connection!
CONS
• Dependent on an internet connection
• UI rendering is based on phone/device specs
• Not all devices support scripting
Best for offering a seamless extension to a desktop experience and for focusing on core messages, like location and services available.
Best for offering a seamless extension to a desktop experience and for focusing on core messages, like location and services available.
About Mobile Messaging
• It’s a delivery system
• Very available
• Can include text, pictures, video, and/or audio
• Short codes are expensive
Best as an extension to a service or submission mechanism.
Best as an extension to a service or submission mechanism.
Don’t go nuts on the “How”!
Mobile is splintered and complicated… that’s what makes it an opportunity.
Give yourself a break. Start small. Focus on getting really good at one thing at a time.
Give yourself a break. Start small. Focus on getting really good at one thing at a time.
Be like the Waterboy…
“You can DEW eet! …. You can DO IT all night LONG!!”
BarCamp.org
“You can DEW eet! …. You can DO IT all night LONG!!”
BarCamp.org
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Who can fill needs?
36
Major Differences?Only the money and time willing to invest in it!
Major Differences?Only the money and time willing to invest in it!
Bright SideEvery level has a learning curve and various degrees of experience!
Bright SideEvery level has a learning curve and various degrees of experience!
Opportunity involves riskYeah, sure… It’s a gamble
Why not?Developers love this stuff anyway. Try, try again!
Why not?Developers love this stuff anyway. Try, try again!
Let’s Get RealExample Roadmap:1. Address someone else’s ”I hate
you” experience with an “Extended access” to something else and expect that only your mom would buy it.
2. Refine it. Learn more. Go to Bar Camps and create a Clever Workaround that is worth $$$.
3. Refine it. Repurpose it. Get a Garage Band together. Make it KickAss and sell to Google for
$$$$$$$!
Example Roadmap:1. Address someone else’s ”I hate
you” experience with an “Extended access” to something else and expect that only your mom would buy it.
2. Refine it. Learn more. Go to Bar Camps and create a Clever Workaround that is worth $$$.
3. Refine it. Repurpose it. Get a Garage Band together. Make it KickAss and sell to Google for
$$$$$$$!
Mobile Opportunity Tip #4:Measure & Respond to How It’s Used
Never stop listening for feedback!
Where to connect:
• Concept Testing
• Beta Testing
• Post‐Launch
Most Importantly, DO something about it!
If you find yourself saying “I know, I know…” than you really are not listening!
Most Importantly, DO something about it!
If you find yourself saying “I know, I know…” than you really are not listening!
Notes for Gathering Feedback
• Build strong relationships with customers and end users
• Get initial feedback, but also check back in later for stickiness and learning curve
• If you can, trigger for feedback while in service
• Use mostly quick 1‐2 min surveys
• Track where you can
• Expect complaints and recommendations
• Users can be in any part of the world!
Mobile Web Analytics
Accuracast reports that google analytics for mobile is currently flawed.
Mobile Opportunity Tip #5:Make Some Money. Why Not?
Once it’s built what can I do?
For a downloadable application… List on Handango and get distribution with a checkout solution
For a downloadable application… List on Handango and get distribution with a checkout solution
If it’s a web site… Submit your site to mobile search and ad services, like Jumptap, bango, and others.
If it’s a web site… Submit your site to mobile search and ad services, like Jumptap, bango, and others.
If it’s an iPhone app… Use Apple’s directory or list on other aggregators, like Blue Flavor
If it’s an iPhone app… Use Apple’s directory or list on other aggregators, like Blue Flavor
If it’s a Flash app…If it’s a Flash app…
Mobile Tip Recap#1 Focus on User Needs First#2 Solve a Need or Problem#3 Keep Expectations Realistic#4 Measure & Respond to How it’s Used#5 Make Some Money
Cool ExamplesSome of my Favorites
Mobile Payment examples• Papa johns pizza
• Progressive Insurance
• Handango InHand
• Paypal
Not enough use of GPS
• Google maps
Track me, Please!?Track me, Please!?
Social / Fun / Shopping
Something for the Geek side of life
Resources:
Reach me at [email protected]
‐Mobile agency of record.com (Carlson Mobile Marketing)‐Mobile Media and Applications from Concept to Cash Book‐LittleSpringsDesign.com‐ dev.mobi‐http://www.oreillynet.com/wireless/ (wireless dev center)‐Developer.Handango.com, blog.handango.com, wiki.handango.com‐Bango Forum-http://www.ihollywoodwebinars.com/
‐Mobile agency of record.com (Carlson Mobile Marketing)‐Mobile Media and Applications from Concept to Cash Book‐LittleSpringsDesign.com‐ dev.mobi‐http://www.oreillynet.com/wireless/ (wireless dev center)‐Developer.Handango.com, blog.handango.com, wiki.handango.com‐Bango Forum-http://www.ihollywoodwebinars.com/