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Code mobile strategy framework

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Framework to help brands establish an effective mobile strategy to deliver "minimum pride" experiences. Plus an intro to Code

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One billion smartphones

by 2016

Mobile apps grow from $6 billion market

today to $55.7 billion

by 2015

Source: Forrester (various)

Mobile Internet Usage

surpasses desktop in

2014

Mobile is HUGE!

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Source: iAcquire / Google

Mobile behaviour is a key indicator of intent to purchase

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Source: Google/TNS

Mobile optimised UK e-commerce sites

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• The Opportunity in Mobile is Huge

• But brands’ mobile presence is often fragmented, sub-optimal and disjointed

• There are lots of reasons for this – Legacy of campaign focussed delivery – Too much focus on tech – Evolving understanding

• “Minimum pride” is a set of must-haves that each brand’s mobile

presence must deliver

• It is also a framework to help brands and their partners develop an effective Enterprise Mobile Strategy

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Web sites optimised for all mobile devices

Search plan accounting for mobile search

Content strategy which reflects specific needs and

opportunities of mobile usage - includes earned &

paid media as well as owned

Technology architecture which embeds mobile into

client's overall IT architecture

A repeatable implementation /

publishing method for mobile apps & web

Consistent social integration methodology

Consistent data management plan

Mobile integrated into the customer journey - e.g. TV

as gateway to mobile experience

A 'Close' path for mobile

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• The brief

• IMAGE

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• Who?

– Are our audience?

• What?

– Do we want them to do?

• Why?

– Would they want to do it?

• How?

– Do they use mobile now?

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• Personal? – How will this be a personal,

relevant experience?

• Optimised? – What data do we have to optimise

this experience? – How is the experience optimised

for the device? – How does it account for location?

• Discovery?

– Search? Push? How do I get to the content?

• Social?

– What content do I want to share? – How do I share it?

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• How? – Do I buy?

• Immediate?

– Is buying friction-free?

• Real-world? – How do we connect mobile

experience to real world points of sale?

• Optimised?

– How are we capturing sales conversion?

– How are we testing strategies to improve this?

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• Platform? – Native? mWeb? Hybrid?

• Data?

– What are we capturing? How are we storing & using?

– Test & learn strategies?

• Eco-system? – What existing technology

resources can / should we leverage?

– Enterprise standards? – Cloud based services? – Support process

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• Enterprise level mobile strategy – Consumer/Communication

– Technical

• Multi-platform, multi-regional development resources

• Culture of agency partnership

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Native Hybrid Web