Mobile media strategies 2011 john barnes - what to build now

Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingIncisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the Year 2010 - 2011

Mobile Media Strategies 2011

What to build now?

@johnmnbarnesJune 2011

#mobilemedia11

Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

What to build now?

Digital Publisher of the Year 2010 - 2011

Mobile Media Strategies June 14th 2011

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By 2013, mobile phones will overtake PCs as the most common Web access device worldwide

According to Gartner estimates:

The total number of PCs in use will reach 1.62 billion units in 2012, all of which are capable of Internet access, even if some are not connected.

By 2012, the combined installed base of smartphones and browser-equipped enhanced phones will exceed 1.69 billion units. From 2012 onwards, this combined installed base will be greater than the installed base for PCs.

Nevertheless, most users in 2012 will use a PC as their primary Web access device and their phone as a secondary access device. However, as use of smartphones spreads globally, they will overtake the PC as the most common primary device for Web access sometime in 2015.

This shift means that many websites will need to be reformatted or rebuilt. Mobile device users typically make many fewer “clicks” on a website than PC users, and websites not optimized for smaller screen formats will risk reduced customer interaction and fewer transactions. This market barrier will be of particularly concern to:

Organizations in geographies where the PC is not as prevalent.

Organizations with consumer-facing websites.

Informational portals used by educational institutions and the government sector, Online retailers, banks and financial service providers will be the most exposed to this risk.

Source: Gartner Top End User Predictions for 2010


What to build now?



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Browser Based

m.editions HTML 5.0 Objective C

Device Based

Online Offline

Selective Elective

Pull Push

Continuous Intermittent

Infinite Finite

Generic Specific

Broadcast Narrowcast

Hybrid AppsNot Apps Pure Apps

Mash-up

Mobile Spectrum: where should you play!


What to build now?



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m.editions what is the difference?

M. editions provide full integration with the CMS

Specially optimised templates are served up to the user on autodetecting mobile device – no redirects to another site i.e. mippin.com/post

Advantages of this are:

Same domain name

User accounts work on mobile and desktop

Full features of the CMS are available on Mobile ie search, categories, tags, trials, logins etc

Will improve access from mobile email

Integration with Dart ad system

Integration with Webtrends


What to build now?



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example of m.editions – catering for any device, any user – liquid design


What to build now?



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example of m.editions – full site functionality on any handset


What to build now?



Multi device use

No clear leader

m.edition monetisable

Attractive HTML 5.0 play

Different Brands require different approaches

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0 10 20 30 40 50

Blackberry

iPhone

iPad

Android

The Rest

13.8% of visits are

mobile

91.2%

8.8%

MobileDesktop % of total visits% of mobile visits

94.5%

10.5% of visits are

mobile

94.5%

5.5%

0 10 20 30 40 50

Blackberry

iPhone

iPad

Android

The Rest Browser Based

iPhone/iPad dominates

Apple IoS clear leader

App monetisable

Obvious pure App play

Device Based


What to build now?



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Apps in general

We have defined the following criteria for determining whether an App gets built:

What is the content?

Who is the audience?

What does it add to the brand?

What is the device/OS?

What is the cost?

Who is the build partner?

What are the estimated revenues?

We have created an app whitepaper available for guidance


What to build now?



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Data capture:

Mobile data collection still a main objective for the group. Initial data could be as basic as email or mobile number, this can be used:

To begin the process of building mobile user profiles;

To cross-reference this data with our existing user data (especially email), build profiles out from there;

To market other products and brands to grow the audience engagement, especially mobile to mobile or app to app marketing, strong case studies in the market on the effectiveness of this;

Commercially, to run targeted campaigns

Integrate with Analytics strategy to analyse platform trends and plan development

Ultimate goal is to identify users entering m.editions and upsell to on device apps when and where possible


What to build now?



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Key mobile findings from our Mobile research – Browser or Apps

Data and analystics are absolutely critical to the successful development of B2B mobile audiences and revenues.

Low-level SMS data is given more readily than on the desktop

Mobile sites (m.editions) are more suited to the majority of our brands currently than apps and should be the continued first line of development

The cost of app production and the total current mobile audiences on some brands make apps only currently suited to certain brands

Paid-for apps remain a goal but not all brands justify the the cost to make it a compelling group wide position

There is no answer between which is better because both are for entirely different purposes

To be successful, you need to have a mobile web strategy AND a mobile app strategy.

Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingIncisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the Year 2010 - 2011

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Mobile media strategies 2011 john barnes - what to build now