The Key to Mobile Success: Know Your User

The Key to Mobile Success:

Know Your User

Nitzan Shaer and Cimarron Buser

#hsgmobile

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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.

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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

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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

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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)?

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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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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

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3 Steps To Creating a High Impact Mobile Offering

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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?)

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Introducing Today’s Case Studies

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3 Steps To Creating a High Impact Mobile Offering

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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

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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

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Grow user base. New value add, differentiated

offering, social growth



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Deepen engagement. Convenience of use, location,

social and emotional engagement



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Deepen engagement. Convenience of use, location,

social and emotional engagement

Brand building. Increasing awareness, new channel

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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


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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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?



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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



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Step 3: Ensure Adoption and Repeat Engagement

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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

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Hyper personalized. Personalize the experience to

foster personal and social aspects



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Freemium model. Remove barriers to adoption,

monetize after user is engaged



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Viral growth. Implement viral elements in the product

offering, the most common way to spur adoption

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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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#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

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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?

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