mobile strategy @ google think mobile - namics-vortrag
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TRANSCRIPT
Google. Think Mobile. Mobile Strategy. Namics.
Michael Rottmann. Partner. 31. October 2013
“Out of Scope” Namics.
Biggest challenge of new channels
Unrecognized Business "Impact
Namics.
“If you don’t have "a mobile strategy, "
you don’t have "a future strategy.”
Namics.
The future of mobile is today, �and it is critical to look closely �at your company to see whether �it will capitalize or disappear in �front of mobile users.
Eric Schmidt, "Executive Chairman Google
Mobile "Opportunities
Benchmarking Expert Workshop Generate ideas
Prioritize opportunities
Mobile "Strategy
Stakeholder Interviews Strategic approach Mobile roadmap
vs.
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Objectives
Mobile Strategy "Approach
Target groups
Context of usage
Problem identification
Solutions
Platform strategy
Lifecycle concept
Metrics of success
Access & Ecosystem
Integration in Communication & Sales Namics.
Objectives
Reach new audience Lead Generation Customer retention Sales & Support Brand image Process Optimization
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Target groups
New audience Customer (B2C / B2B) Internals (mobile tools)
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Context of usage
User Device "Location Surrounding
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User
Bored"Bridge waiting time Games, Social, Fun
Repeating"Recurring consumption"of information
Urgent"Time critical, urgently "required Information
At h
ome
On
the
go
In a
sto
re
Res
taur
ant
93%
87%
77%
73%
Smartphone usage
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Problem identification
What is the issue, "most common task, question, need of our "mobile user?
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Problem identification
Solution
How can we add value "with mobile services?
Camera, video, scanner, microphone GPS, gyro sensor, compass
near field communication (NFC) address book, calendar
Value add to existing touchpoints "(Store, online-shop, website, catalogue, call
center, social networks, email marketing)
What is the economic value? "(filter & prioritize)
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focus
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Platform strategy
Responsive website Mobile website Web app "Hybrid app "Native app
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Lifecycle concept
Metrics of success
Access & Ecosystem
Integration in Communication & Sales
Namics.
Objectives
Target groups
Context of usage
Problem identification
Solutions
Platform strategy
Lifecycle concept
Metrics of success
Access & Ecosystem
Integration in Communication & Sales
Mobile Strategy "Approach
Namics.
Objectives
Target groups
Context of usage
Problem identification
Solutions
Platform strategy
Lifecycle concept
Metrics of success
Access & Ecosystem
Integration in Communication & Sales
Mobile Strategy "Approach
1w
1w
2w
6w
2w
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Objectives
Target groups
Context of usage
Problem identification
Solutions
Platform strategy
Lifecycle concept
Metrics of success
Access & Ecosystem
Integration in Communication & Sales
Mobile Strategy "Approach
12 weeks
8-16 weeks
2-6 weeks
4-8 weeks
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Industry responsive website
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Industry native app
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City administration website
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Mobile Visits
Food e-Store
Jul 13 Aug 13 Sep13 Oct 13
Mobile Conversion Rate
mobile "shop 4x
Conversion m: 8.33% pc: 5.77%
1 2
3 4 5
6 7
Include only �vital fields – �even more
Mobile "Checkout
1 2
3 4 5
6 7
Include only "vital fields – "even more
Mobile "Checkout
Allow "checkout "as a guest – "even more
Leverage �mobile �UI elements
1 2
3 4 5
6 7
Include only "vital fields – "even more
Mobile "Checkout
Allow "checkout "as a guest – "even more
Leverage "mobile "UI elements
Remove "distractions, "not content
Show "progress
Build �lightweight�(5 sec)
Reassure"security – "especially "mobile
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