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More and more devices can do Internet. More and more users want unlimited access to information while being on the way. Therefore providing only a special mobile website, an app or a partly optimised website just isn't enough anymore. A comprehensive "Mobile Strategy" includes a lot more than only technical aspects. It merely considers all possible channels, various devices and the many content sources in your company. We will show you the dos and don'ts, several execellent (and not so excellent) examples and will offer valueable clues for the development of your own "Mobile Strategy".
Citation preview
Mobile�Strategybecause�"slightly�mobile"�just�isn't�enough
Carsten LambrechtSenior Account Managerdkd Internet Service GmbH
Mobile�„last�vs.�first“
Graceful�Degradation
Progressive�Enhancement
RWDTech�Stuff?
Progressive Enhancement
Responsive Web Design
AWDAdaptive Web Design
Graceful Degradation
Content�is�King
Break-Points
Mobile First
Adaptive Images
Second Screen
Media querries
RWDNo�Tech�Stuff!
Progressive Enhancement
Responsive Web Design
AWDAdaptive Web Design
Graceful Degradation
Content�is�King
Break-Points
Mobile First
Adaptive Images
Second Screen
Media querries
This�talk�is�business�related....
so�back�to�start.
Mobile�Strategybecause�"slightly�mobile"�just�isn't�enough
Carsten LambrechtSenior Account Managerdkd Internet Service GmbH
Agenda
Mobile
Web-Evolution
Devices
Usage
Synced
Conclusion
Strategy
Business
Customers
Analysis
Value Chain
Next Steps
Team
Jens Hoffmann
Sascha Lüönd
Søren Schaffstein
Carsten Lambrecht
Carsten�Lambrecht
Born in 1975
started as Gra!k Designer
Marketing Knowledge
TYPO3 since 2005
mobile Projects since 2008
Quelle: http://commons.wikimedia.org/wiki/File:Commodore64.jpg
Quelle: http://www.webdesignerdepot.com/2009/05/the-evolution-of-cell-phone-design-between-1983-2009/
Quelle: http://pdadb.net/index.php?m=specs&id=2&c=hewlett-packard_jornada_720
Mobile
Web-EvolutionDevice diversityContext of UseSynchronized
Quelle: http://www.evolutionoftheweb.com
Web�evolution
Information
Web�1.0�-�Information
Logo
Web�2.0�-�Communication
Logo
0:14
Web�3.0�-�Relation
Logo
0:14
Web�4.0�-�Internet�of�Things
Quelle: http://bradfrostweb.com/blog/post/this-is-the-web/
Device�diversity
device�diversity
Interested�in�movies?
device�diversity
device�diversity
Context�of�Use
Todays�web�experience
Daylife�
Of!ce Of!ce
☽☼Of!ce Of!ce
Daylife�
Of!ce Of!ce
Of!ce Of!ce
☽☼
Synchronized
www.vgf-ffm.de
Synchronizing�Disturbances
Synchronizing�Disturbances
Everything�is�synced�via�the�cloud
Conclusion
Conclusion�-�the�mobile�web
Mobile Web
Cross Device Concepts
The user is always on(line)
Strategy
businesscustomersAnalysisValue Chain
How�to�decide?First�Mover,�Trendsetter,�Fast�Follower,�Late�Mover
Bild-Quellen: http://neuerdings.com/2008/03/18/saehan-mpman-f10-der-ruin-der-musikindustrie/ - http://www.chip.de/ii/9/1/6/7/1/1/9/cc1193daddc9e21f.jpg - http://www.chip.de/ii/1/0/8/7/0/2/9/5/zune-51295c8d82034d75.jpg
Business
Business
Business
Business
Business�Model�Canvashttp://www.businessmodelgeneration.com/canvas
http://www.businessmodelgeneration.com/canvas
Customer�Journey
Customer�Journey
before
during
after
awar
enes
s
consideration
purchase
own
- usa
ge
reconsideration
Bild-Quellen: http://commons.wikimedia.org/wiki/File:MargaretCafe_PasteisDeNata.JPG
atte
ntio
n
informe & argue
secure & ease of use
serv
ice
& s
atis
fact
ion
honors loyalty
Looking�for�a�Taxi?
Taxi�Customer�Journey
before
during
after
awar
enes
s
consideration
purchase
own
- usa
ge
reconsideration
atte
ntio
n
informe & argue
secure & ease of use
serv
ice
& s
atis
fact
ion
honors loyalty
Need a Taxi
Subway or Taxi?
walk?
Taxi around?phone call
number?no Problem
smartphone and google
Landingpagewrong number
where am i?
wrong carI SAID: I need a ride for 5!
strange driver
wrong way
expensivebusiness card
never ever!
SWOTSWOT�(Analysis)�:�Strengths,�Weaknesses,�Opportunities,�and�Threats
before
during
after
awar
enes
s
consideration
purchase
own
- usa
ge
reconsideration
atte
ntio
n
informe & argue
secure & ease of use
serv
ice
& s
atis
fact
ion
honors loyalty
Need a Taxi
Subway or Taxi?
walk?
Taxi around?phone call
number?no Problem
smartphone and google
Landingpagewrong number
where am i?
wrong carI SAID: I need a ride for 5!
strange driver
wrong way
expensivebusiness card
never ever!
Touchpoints
Taxi�Customer�Journey
during
consideration
purchase
own
- usa
ge
informe & argue
secure & ease of use
serv
ice
& s
atis
fact
ion
Taxi around?phone call
number?no Problem
smartphone and google
Landingpagewrong number
where am i?
wrong carI SAID: I need a ride for 5!
Taxi�Customer�Journey
Bild-Quelle: https://www.mytaxi.com
SStrengths WWeaknesses
exte
rnal OOpportunities
inte
rnal
helpfull harmfull
TThreats
many Taxis not around
GPS costs
increasing
smartphone usage
local
price battle
Todays�Taxi�Customer�Journey
before
during
after
awar
enes
s
consideration
purchase
own
- usa
ge
reconsideration
atte
ntio
n
informe & argue
secure & ease of use
serv
ice
& s
atis
fact
ion
honors loyalty
Need a Taxi
Subway or Taxi?
walk?
Taxi around?phone call
number?no Problem
smartphone and google
Landingpagewrong number
where am i?
wrong carI SAID: I need a ride for 5!
strange driver
wrong way
expensivebusiness card
never ever!Bild-Quelle: https://www.mytaxi.com
click
click
ratings
Favorites
Value�Chain
Value�Chain
Taxi Driver Taxi Call Center Customer
Value�Chain
Taxi Driver Customer
Value�Chain
Artist Publisher Shops CustomerWhole Sale
Value�Chain
Artist Publisher CustomerDownload Shops
Value�Chain
Artist Publisher Customer
Value�Chain
Factory Whole Sale Shop
Quelle:http://stevesayswhat.com/2010/11/11/nikeid-and-why-it-is-awesomesauce/ - http://blog.mzee.com/2008/08/25/nike-id-fragen-an-das-nike-id-team/
Customer
Value�Chain
Factory
Quelle:http://stevesayswhat.com/2010/11/11/nikeid-and-why-it-is-awesomesauce/ - http://blog.mzee.com/2008/08/25/nike-id-fragen-an-das-nike-id-team/
Customer
Value�Chain�-�B2B2B2C
B2B2B2C
Next�Steps
1 Analysis2 Workshop
Next�Steps @casilas
1 Analysis2 Workshop
Next�Steps @casilas
1 Analysis2 Workshop
Next�Steps @casilas
1 Analysis2 Workshop
RWDm.url.tld Web APP native APP
Next�Steps @casilas @dkd_de
1 Analysis2 Workshop
RWDm.url.tld Web APP native APP
Next�Steps @casilas @dkd_de
Next�Steps
Thank�You
@casilas @dkd_de