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Why marketers should care about mobile marketing now. Includes statistics on mobile device proliferation, responsive website design, mobile websites vs. mobile apps, and how the market will continue to change. Presentation given at Interact13 conference in January 2013, Springfield Ohio.
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@sparklegem | @oxiem | @interact13 | #interact13
Get Mobile with Crystal Olig, Account Services Manager, Oxiem
We’ve Come a Long Way.
Source: http://blog.sectiondesign.co.uk
But we’re dealing with multiple platforms.
New types of devices.
And new types of interactions.
Today
1. Facts, figures & trends 2. Device bootcamp 3. Apps vs. Mobile Sites 4. Sample mobile strategies 5. Design for mobile
7
What is mobile?
devices & platforms
All viewports
• Website • Web Apps &
Widgets
• Website • Web Apps &
Widgets
• iOS • Android • Windows? • Other:
• Website • HTML5
• iOS • Android • Windows? • Other: • Mobile Web • HTML5
def. Mobile Device A “mobile device” is any hand-held computer device, with touch input or a mini keyboard. Most common devices:
– Phones – Tablets
Common features:
– Runs using an OS and can run application software (apps) – Wifi, Bluetooth, GPS – Camera & media player
More features:
– Barcode reader – RFID – Smart Card reader
Mobile Platforms
• iOS (Apple) • Android (Google) • Windows (Microsoft) • QNX (RIM)
F u n f a c t : Android OS’s are named after desserts: Éclair, Froyo, Gingerbread, Honeycomb,
Ice Cream Sandwich, Jelly Bean & Key Lime Pie
Breakdown Smart Phones Small Tablets Large Tablets
Sizes 3.5”, 4”, 5”
Size: 6”, 7”, 7.9”(iPad Mini)
Full size 9.7”(iPad) – 10.6” (Microsoft Surface)
iPhone iPad Mini iPad
Samsung Galaxy S III Kindle Fire Motorola Xoom
Nexus 4 Nexus 7 Samsung Galaxy Tab
Nokia Lumia 920 Samsung Galaxy Tab 7
Samsung Galaxy Tab 10.1
HTC One X+ Acer Iconia
Samsung Galaxy Note
XPS 10, Latitude 10
Size Matters!
Is my audience using mobile devices? What & how often?
Absolutely t hey are.
Everyone needs to be thinking about
how their site displays on a
mobile device.
Users > Desktop Internet Users Wit hin 5 Years Global Mobile vs. Desktop Internet User Projection, 2007-2015e
Inte
rnet
Use
rs (
MM
)
Source: Morgan Stanley Research
By 2014, mobile should take over desktop internet usage.
Smartphone growt h is astronomical.
Time spent using devices is growing.
Top Smartphone Platforms Q 4 o f 2 0 1 2 :
48.1% share of US smartphone sales
compared with Android which has 46.7%.
Android is a strong leader throughout
Europe.
Source: kantarworldpanel.com
Top Tablets
Decisions & purchases made via mobile
59% Business executives would prefer to make a business
transaction via mobile web rather than by phone
7 per day Average number of times an executive uses their mobile device to do a search on the
web
Your visitors speak out
55%
61%
67%
indicated a bad web experience hurt their overall impression of the brand
indicated that they will move to a competitor if they don’t see what they need on mobile right away
indicated that a mobile site inclined them to buy a product or service
The Mobile Landscape
40% Users turned to
competitor’s site due to poor
mobile experience
21% Existing websites
have mobile capabilities
67% Indicated a poor
mobile experience hurt their impression
of the brand
18% of all pageviews
are now done with mobile devices
23 What’s the di!erence?
mobile site vs. app
What do I need?
Mobile vs. App What’s an App? A stand-alone application, installed on phone. Works o!-line & has access to phone features. What’s a Mobile Site? A website optimized for viewing on mobile devices such as tablets and smartphones. No installation necessary, just access to the internet. What’s a Hybrid App? A mobile app with mobile site features. Accesses mobile web pages as part of the feature set of the app.
Mobile vs. App
Mobile Site • Platform independent • Easy to update • Cost e"cient • Search Engine friendly • Easy to publish • Requires Internet access via
wifi or 3G/4G
Mobile Application • Platform specific • Native phone feature access
for more advanced functionality
• Must be released (Apple App Store, Google Play) according to platform guidelines
• Internet connectivity not always necessary
How do I approach mobile for my organization?
Key Questions to Ask Yourself • Is this to support my whole organization, or just one aspect (sales,
a campaign, a line of products)? • What are my users most likely doing online? • Does my current site support a mobile option? • Do I want to maintain a separate mobile site? • Would a redesign give me the best of both worlds?
Approaches
#1- Standalone desktop site & mobile site. Large display tablets default to either per your preference.
Approaches
#1- Standalone desktop site & mobile site. Large display tablets default to either per your preference.
Approaches
#2 - Integrated desktop and mobile site. Some features shared.
Approaches
#2 - Integrated desktop and mobile site. Some features shared.
Approaches
#3 - Responsive Design Website Dynamic on the fly page resizing.
Approaches
#3 - Responsive Design Website Tablet view.
Approaches
#3 - Responsive Design Website Smartphone view.
Conduct an analytics & visual review focused on mobile. 1
Tools 1. ipadpeek.com/ 2. iphonetester.com/ 3. mobilephoneemulator.com/ 4. ready.mobi/launch.jsp?
locale=en_EN 5. responsivepx.com/ 6. quirktools.com/screenfly/
Conduct an analytics & visual review focused on mobile. 1
Design for the user.
2
Simplify… 3
But don’t forget your brand. 4 4
Thank you! Questions? Please share one tip from this session with the community by
tweeting with hashtag #interact13!
Crystal Olig @sparklegem
Account Services Manager, Oxiem colig@oxiem.com
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