google think mobile event - mobile strategy

Google. Think Mobile. Mobile Strategy. Namics.

Michael Rottmann. Partner. 31. October 2013

“Out of Scope” Namics.

Biggest challenge of new channels

Unrecognized Business "Impact

Namics.

“If you don’t have "a mobile strategy, "

you don’t have "a future strategy.”

Namics.

The future of mobile is today, �and it is critical to look closely �at your company to see whether �it will capitalize or disappear in �front of mobile users.

Eric Schmidt, "Executive Chairman Google

Mobile "Opportunities

Benchmarking Expert Workshop Generate ideas

Prioritize opportunities

Mobile "Strategy

Stakeholder Interviews Strategic approach Mobile roadmap

vs.

Namics.

Objectives

Mobile Strategy "Approach

Target groups

Context of usage

Problem identification

Solutions

Platform strategy

Lifecycle concept

Metrics of success

Access & Ecosystem

Integration in Communication & Sales Namics.

Objectives

Reach new audience Lead Generation Customer retention Sales & Support Brand image Process Optimization

Namics.

Target groups

New audience Customer (B2C / B2B) Internals (mobile tools)

Namics.

Namics.

Context of usage

User Device "Location Surrounding

Namics.

User

Bored"Bridge waiting time Games, Social, Fun

Repeating"Recurring consumption"of information

Urgent"Time critical, urgently "required Information

At h

ome

On

the

go

In a

sto

re

Res

taur

ant

93%

87%

77%

73%

Smartphone usage

Namics.

Problem identification

What is the issue, "most common task, question, need of our "mobile user?

Namics.

Namics.

Problem identification

Solution

How can we add value "with mobile services?

Camera, video, scanner, microphone GPS, gyro sensor, compass

near field communication (NFC) address book, calendar

Value add to existing touchpoints "(Store, online-shop, website, catalogue, call

center, social networks, email marketing)

What is the economic value? "(filter & prioritize)

Namics.

Namics.

Namics.

Namics.

focus

Namics.

Namics.

Namics.

Platform strategy

Responsive website Mobile website Web app "Hybrid app "Native app

Namics.

Lifecycle concept

Metrics of success

Access & Ecosystem

Integration in Communication & Sales

Namics.

Objectives

Target groups

Context of usage

Problem identification

Solutions

Platform strategy

Lifecycle concept

Metrics of success

Access & Ecosystem

Integration in Communication & Sales

Mobile Strategy "Approach

Namics.

Objectives

Target groups

Context of usage

Problem identification

Solutions

Platform strategy

Lifecycle concept

Metrics of success

Access & Ecosystem

Integration in Communication & Sales

Mobile Strategy "Approach

1w

1w

2w

6w

2w

Namics.

Objectives

Target groups

Context of usage

Problem identification

Solutions

Platform strategy

Lifecycle concept

Metrics of success

Access & Ecosystem

Integration in Communication & Sales

Mobile Strategy "Approach

12 weeks

8-16 weeks

2-6 weeks

4-8 weeks

Namics.

Industry responsive website

Namics.

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Industry native app

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City administration website

Namics.

Mobile Visits

Food e-Store

Jul 13 Aug 13 Sep13 Oct 13

Mobile Conversion Rate

mobile "shop 4x

Conversion m: 8.33% pc: 5.77%

1 2

3 4 5

6 7

Include only �vital fields – �even more

Mobile "Checkout

1 2

3 4 5

6 7

Include only "vital fields – "even more

Mobile "Checkout

Allow "checkout "as a guest – "even more

Leverage �mobile �UI elements

1 2

3 4 5

6 7

Include only "vital fields – "even more

Mobile "Checkout

Allow "checkout "as a guest – "even more

Leverage "mobile "UI elements

Remove "distractions, "not content

Show "progress

Build �lightweight�(5 sec)

Reassure"security – "especially "mobile

Namics.

Namics.

Think mobile!

michael.rottmann@namics.com

© Namics

31.10.13 44 Google. Think Mobile. Mobile Strategy.