The Dangers of the Wrong Mobile Strategy

Theresa NeilFebruary, 2013

I work with companies on UX strategy + design.

Theresa Neil

Twitter: @theresaneil Recent Book: Mobile Design Pattern Gallery

What Are The Dangers of Building the Wrong Mobile Strategy?

•Wasted Time/Money

•Brand Degradation

•Increased Customer Attrition

•Falling Behind the Competition

Retail Example: Showrooming Phenomenon

38% of people who research an item on their mobile device will go into the store and buy it

Photos: http://www.forbes.com/sites/forbeswomanfiles/2012/04/20/how-the-great-recession-strengthened-the-american-woman/

http://www.apartmenttherapy.com/new-west-elm-store-opening-in-154871

Retail Example: Showrooming Phenomenon

42% of people who use their phones at the store use them to track down a better deal elsewhere

Data: http://www.retail-digital.com/consumer_trends/bad-mobile-strategy-a-retailers-loss

Photos: http://lemurims.com/showrooming-show-me-the-money/ http://www.journal-advocate.com/sterling-local_news/ci_22531860/postal-service-announces-new-delivery-schedule

The Right Mobile Strategy Covers the Bases

Companion Channelshttp://www.bizreport.com/2013/02/foresee-showrooming-as-much-of-an-opportunity-as-a-threat.html#

The Right Mobile Strategy Covers the Bases

+ New IdeasCompanion Channels

How Can You Build an Effective Mobile Strategy?

•(Re) Research your customers

•Explore how mobile can transform your business (update your business strategy to align with your new mobile objectives)

•Select the right technology combination

•Follow mobile best practices

http://blogs.sap.com/innovation/mobile-applications/dont-get-left-behind-with-a-bad-mobile-strategy-024238

Technology Options

Responsive WebOptimized Sites

Native Apps

Responsive Web

UIWindow 768 x 1024

Cisco London 2012

Responsive Web

Ideal For Informational Web SitesPromotional SitesContent Consumption Sites

• Newspapers• Magazines• Blogs• Galleries• Portfolios

Starbucks

Optimized Sites

Amazonʼs Classic Web Site & Tablet Site Mobile Web Site

Some companies have only two variations:

Optimized Sites

Classic Web Site Tablet Web Site Mobile Web Site

But trending towards three distinct experiences:

Responsive vs Optimized Sites

InformationalContent Heavy

• Newspapers• Magazines• Blogs• Galleries

Web Sites Web AppsSearchTravelRetailSaaSProductivity Tools(light-weight)

Responsive Optimized Sites

Native Apps

Defined An application that has been developed for use on a particular platform or device.

Typically native apps are coded with:Objective C for AppleJava for Android and BlackBerryC# or Visual Basic for Windows

But there are also other options:Ruby MotionMonoTouch and MonoDroid

Or a Hybrid:HTML apps in a wrapper like PhoneGap or Titanium

SearchTravelRetailProductivity Tools (light weight)

Optimized Sites vs Native Apps

Optimized Sites

Web Apps & Software

Native Apps

Web AppsEverything on the left +Games or Tools w/• Complex Calculations• Reporting/Charting• Native Functionality• Offline Access

Lufthansaʼs Solution Mobile Optimized + Native

Classic Web Site Kiosk

Native Tablet App Mobile Optimized SiteNative Mobile Apps

Enterprise Applications

TV (Boxee) Game Console (XBox) Game Device (Playstation)

Classic Web Site Hybrid Tablet Apps Hybrid Mobile Apps

Netflixʼs SolutionClassic Web + Native Apps

Responsive Web Site Point of Sale

Loyalty Program

Starbucks SolutionResponsive Web + Native Apps

Games Payments

Grocery Store Integration?

Gap: In the Danger Zone

Optimized websites look good and work well!

Gap in the Danger Zone

Native Apps Fail: Donʼt just wrap your website!

compared to

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