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Skype…Rue La La…American Greetings… All have successful mobile products that have added significant value to their respective brands. All of which have a look, feel, value proposition and use case that is distinct from their parent web products. The marketers and developers behind these products understood that developing successful mobile offerings boils down to one simple rule – know your user. The advent of user friendly, web enabled smart phones has created a tremendous branding (and revenue) opportunity, but in the rush to take advantage of that opportunity many companies simply replicate their web offerings onto a mobile platform - a misstep that can mean the difference between a mobile phenomenon and failure. Join Nitzan Shaer, founder of High Start Group and Skype Mobile, and Cimarron Buser, VP of product and marketing at Apperian, for a conversation about developing killer mobile applications for your end user. Attendees will learn how to: • Design mobile value propositions for your audience • Understand what makes a mobile product go viral in your target segment • Use mobile to enhance the value of your brand, increase revenue, and create loyalty
Citation preview
The Key to Mobile Success:
Know Your User
Nitzan Shaer and Cimarron Buser
#hsgmobile
Click Q&A button to submit questions, or Chat for technical
issues
Today’s Speakers
Nitzan ShaerHIGH START GROUP
Founder and Managing Partner
Mobile executive and strategist.
At Skype, led Mobile Product Group.
Launched global initiatives at
Microsoft.
Held executive roles with a number of
mobile startups. Board member and
investor.
High Start Group clients include:
AT&T, Constant Contact, Brightcove,
BzzAgent, Where.com, Vlingo, envIO
Networks, Vivox, and others.
Cimarron BuserAPPERIAN
VP Products and Marketing
Visionary and creative leadership
for mobile, enterprise and Web
products.
Ideas to Market—successful at
transforming product ideas into
market-leading products
Apperian clients include:
American Greetings, The Estee
Lauder Companies, Harrah's
Entertainment, Intuit, Progressive
Insurance, Rue La La, Timberland,
and Warner Brothers.
2
#hsgmobile
Agenda
Mobile as a Transformational
Opportunity
Common Pitfalls in Creating a High
Impact Mobile Offering
What is a “High Impact Mobile
Offering?”
3 Steps to Creating a High Impact
Mobile Offering
3
Case Studies
#hsgmobile
Mobile as a Transformational Opportunity
Web 2013. By 2013, mobile phones will be the most common
device used to access the Web
The Rising Majority. 89 million people in the USA accessed the
mobile Web in the past year; 53% of these people access the
Internet from their phone every day
Mobile Commerce Explosion. eBay expects $1.5B through its
mobile commerce channel in 2010; 94% of retailers have or are
developing a mobile strategic plan
Leading Platforms. Apple App Store, 250K apps (5B
downloads); Android Market, 80K; Blackberry App World, 8K
Mobile is on track to become an ubiquitous part of daily
life.
An opportunity too big to pass on!4
#hsgmobile
Considering a mobile offering
Actively planning, setting goals, defining experiences
Developing software
Launched, but it hasn’t delivered the results we hoped for
Launched and it is meeting our goals
PollWhere are you in the process of developing a
mobile offering (application or mobile Web)?
5
#hsgmobile
Webinar Survey Results
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3%
22%
13%
28%
34%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Launched, but it hasn't delivered on its goals
Launched and it is meeting our goals
Developing software
Actively planning, setting goals, defining
Considering a mobile application
Where are you in the process of developing a mobile offering (application or mobile web)?
#hsgmobile
Common Pitfalls in Creating a High Impact Mobile Offering
Design • Information overload.
Too many features are crammed in
• Mobile’s unique capabilities ignored.
Location, device capabilities, social facilitation
• Unidentified customer needs.
Unique mobile needs not understood or addressed
• Customer retention.
Not enough focus to encourage repeat usage
• The sky is not the limit.
Connectivity assumed to be perfect
Strategy
Technology
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#hsgmobile
What is a “High Impact Mobile Offering?”
Company ValueIncreased revenues,
new customers,
loyalty and brand value
ExperienceIntuitive, instant gratification,
appropriate for mobile context,
generates frequent usage
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Customer ValueHighly satisfied by
utility, entertainment, and social value
#hsgmobile
3 Steps To Creating a High Impact Mobile Offering
9
2
3
1
• Set Mobile-Specific Business GoalsGoals that incorporate the opportunities of mobile(Hint: these are rarely the same goals as desktop Web site)
• Identify Mobile Users, Context, and NeedsWho will use it? Where? When? And what do they really need?
• Ensure Adoption and Repeat EngagementFigure out why your mobile offering will stand out (Hint: what will make them check in every day?)
#hsgmobile
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Introducing Today’s Case Studies
#hsgmobile
11
#hsgmobile
12
#hsgmobile
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#hsgmobile
3 Steps To Creating a High Impact Mobile Offering
14
2
3
1• Set Mobile-Specific Business Goals
• Identify Mobile Users, Context, and Needs
• Ensure Adoption and Repeat Engagement
#hsgmobile
Step 1: Set Mobile-Specific Business Goals
15
Increase revenue. New mobile offering, frequency of
purchase, leveraging location, or other contextual info
Clearly defined mobile goals are the basis of a
focused experience and impactful results
#hsgmobile
Step 1: Set Mobile-Specific Business Goals
16
Increase revenue. New mobile offering, frequency of
purchase, leveraging location, or other contextual info
Grow user base. New value add, differentiated
offering, social growth
Clearly defined mobile goals are the basis of a
focused experience and impactful results
#hsgmobile
Step 1: Set Mobile-Specific Business Goals
17
Increase revenue. New mobile offering, frequency of
purchase, leveraging location, or other contextual info
Grow user base. New value add, differentiated
offering, social growth
Deepen engagement. Convenience of use, location,
social and emotional engagement
Clearly defined mobile goals are the basis of a
focused experience and impactful results
#hsgmobile
Step 1: Set Mobile-Specific Business Goals
Increase revenue. New mobile offering, frequency of
purchase, leveraging location, or other contextual info
Grow user base. New value add, differentiated
offering, social growth
Deepen engagement. Convenience of use, location,
social and emotional engagement
Brand building. Increasing awareness, new channel
18
Clearly defined mobile goals are the basis of a
focused experience and impactful results
#hsgmobile
Step 2: Identify Mobile Users, Context, and Needs
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Target users.• Which segment will benefit most from mobile (hint: not all)?
• Who are the new users we are targeting?
• On which devices?
• What are their behavioral patterns?
Identify the exact target users, their context of use,
and their needs at the time of engagement
#hsgmobile
Step 2: Identify Mobile Users, Context, and Needs
13%
26%
27%
34%
38%
44%
Car wash
During a meeting
Waiting for my food in a diner
Other
Waiting for a flight
Waiting room of doctor's
office
Describe an unusual situation in which you
used the app
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Target users.• Which segment will benefit most from mobile (hint: not all)?
• Who are the new users we are targeting?
• On which devices?
• What are their behavioral patterns?
Context of use.• When and where will users access it?
• What do we know about the user at that time?
• What information does she have access to?
Identify the exact target users, their context of use,
and their needs at the time of engagement
#hsgmobile
Step 2: Identify Mobile Users, Context, and Needs
Target users.• Which segment will benefit most from mobile (hint: not all)?
• Who are the new users we are targeting?
• On which devices?
• What are their behavioral patterns?
Context of use.• When and where will users access it?
• What do we know about the user at that time?
• What information does she have access to?
Needs.• What will the user want to achieve?
(e.g. Kill time, urgent info, respond to event, impulse buy?)
27%
27%
33%
36%
67%
Because I'm rarely at a computer
Shopping on the site is
sometimes …
I love the idea of having an
app…
I need to fight boredom in
lines…
So I can be first when a sale begins
Tell us why it's important to be able to take the site anywhere
Identify the exact target users, their context of use,
and their needs at the time of engagement
21
#hsgmobile
Step 3: Ensure Adoption and Repeat Engagement
22
Instant gratification. Users expect 5-30 seconds.
Intuitive and instant reward
For a competitive mobile offering, leverage unique mobile
elements to spur adoption and repeat engagement
#hsgmobile
Step 3: Ensure Adoption and Repeat Engagement
23
Instant gratification. Users expect 5-30 seconds.
Intuitive and instant reward
Hyper personalized. Personalize the experience to
foster personal and social aspects
For a competitive mobile offering, leverage unique mobile
elements to spur adoption and repeat engagement
#hsgmobile
Step 3: Ensure Adoption and Repeat Engagement
24
Instant gratification. Users expect 5-30 seconds.
Intuitive and instant reward
Hyper personalized. Personalize the experience to
foster personal and social aspects
Freemium model. Remove barriers to adoption,
monetize after user is engaged
For a competitive mobile offering, leverage unique mobile
elements to spur adoption and repeat engagement
#hsgmobile
Step 3: Ensure Adoption and Repeat Engagement
For a competitive mobile offering, leverage unique mobile
elements to spur adoption and repeat engagement
25
Instant gratification. Users expect 5-30 seconds.
Intuitive and instant reward
Hyper personalized. Personalize the experience to
foster personal and social aspects
Freemium model. Remove barriers to adoption,
monetize after user is engaged
Viral growth. Implement viral elements in the product
offering, the most common way to spur adoption
#hsgmobile
Step 3: Ensure Adoption and Repeat Engagement
Instant gratification. Users expect 5-30 seconds.
Intuitive and instant reward
Hyper personalized. Personalize the experience to
foster personal and social aspects
Freemium model. Remove barriers to adoption,
monetize after user is engaged
Viral growth. Implement viral elements in the product
offering, the most common way to spur adoption
Game mechanics. Introduce elements that drive
enthusiasm, repeat usage, deliver social benefits:
reviews, badges, check-ins, rewards, testimonials
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For a competitive mobile offering, leverage unique mobile
elements to spur adoption and repeat engagement
#hsgmobile
Summary: Creating a High Impact Mobile Offering
Set mobile-specific business goals
Addressing the unique aspects of the mobile environment
is key to delivering a transformational offering
27
Identify mobile users, context, and needs
Ensure adoption and repeat engagement
#hsgmobile
Are you developing a mobile strategy?
Do you want to increase adoption and engagement?
28
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High Start Group
@highstartgroup
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