T H E F U T U R E F R I E N D LY E N T E R P R I S E
P R O G R E S S I V E M O B I L E S T R A T E G Y R E D U X
Huawei Mobile Information Revolution Think Tank Dave Olsen, @dmolsen November 19, 2015
@dmolsen
dmolsen.com
https://youtu.be/UpcODCSTx3w
I. WHY BEST BUY LOVES MOBILE
not a mobile strategy
a native app... ...a mobile website
+
+
again, they’re not a mobile strategy...
a native app... ...a mobile website
+
APIs
physical interaction
+
2 0 1 0this fairly thorough “mobile strategy”? it’s from…
these are just some of the options...
native apps
standalone mobile sites
mobile templates
responsive designs
APIs
“What is your mobile strategy?”
There shouldn't be a mobile strategy. It should just be THE strategy.
- Jason Grigsby@grigs
Our goal is to be prepared for new channels and new modes
of interactions.
II. BEING FUTURE-FRIENDLY
http://futurefriend.ly
@grigs
@adactio
@brad_frost
@lyzadanger
@scottjehl
@bryanrieger
@stephanierieger @bigmediumjosh
@lukew
@scottjenson
Twitter Handles
WhatWhatThe Truthsaka “Our Reality”
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The Truths
Disruption will only accelerate.
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The Truths
Our existing standards, workflows, & infrastructure
won’t hold up.
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The Truths
Proprietary solutions will dominate at first.
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The Truths
The standards process will be painfully slow.
WhatWhatThere is HopeRejoice!
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A New Hope
Acknowledge & embrace unpredictability.
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A New Hope
Think & behave in a future-friendly way.
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A New Hope
Help others do the same.
A FUTURE-FRIENDLY STRATEGY
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A New Hope
Think & behave in a future-friendly way.
IV. UNDERSTANDING AUDIENCE
In 2020 4 billion people will have smartphones.
https://flic.kr/p/w9idvs
The shift in platforms.
Personal Focused
Frictionless access Sensors
Cameras Location Payment
Notifications
https://flic.kr/p/p59agb
What do we do on mobile? Everything.
https://flic.kr/p/4BBN3L
Where do we use mobile? Everywhere.
https://flic.kr/p/4uvRHT
How do we use mobile? Micro-interactions.
https://flic.kr/p/mQCsaE
The rise of the mobile-only user.
https://flic.kr/p/y5Uba7
THE RISE OF THE MOBILE-ONLY USER
34% of current mobile internet users mostly go online using their phone. (source)
50% of teen smartphone owners aged 12-17 and 50% of young adults aged 18-29 say they use the internet
mostly on their mobile phone. (source)
77% of mobile searches take place at home or work, only 17% on-the-go, according to Google. (source)
Blacks, Hispanics, low-income Americans, less-educated Americans, and young adults are more likely
to be mobile-only users. (source)
This is not a case for mobile. This is a case for rapid & broad change.
V. WORKING WITH CONTENT
https://flic.kr/p/h6X7n
mobile first
“Mobile devices require software development teams to focus on only the most important data and actions in an application.
Mobile First
- Luke Wroblewski @lukew
The University Home Page
Content Delivery vs. Tangible Utility
Legacy Content We Have
User’s Journey
Aspirational Content We Need
courtesy of Sara Wachter-Boettcher
http://flic.kr/p/5DdC9v
Dumb blobs need to transform into smart chunks.
https://flic.kr/p/2FsBT
The future of headless content.
API First
APIs: The Plumbing
Create Once, Publish Everywhere
APIs are the infrastructure for your Future Friendly initiatives...
It’s Create Once. NOT Write Once.a friendly reminder...
or else it’d be called WOPE
Update once. Publishes to: Google Glass, Mobile Website, Student Portal, Transportation Website, & Twitter
PRT API Example
We’re not designing pages, we’re designing systems of components.
- Stephen Hay, @stephenhay
The UNIX Philosophy for content?
https://flic.kr/p/Wr5g
Enabling remix & reuse of content.
https://flic.kr/p/4EKoXz
http://flic.kr/p/9ux7kJ
Content flows like water?
glasses with chunky content
http://flic.kr/p/8AE4ha
http://flic.kr/p/fJ9GEX
http://flic.kr/p/6DxS9D
The reality: chunky water
Patterns bring style to standardized content.
Designing & crafting our content.
https://flic.kr/p/a3MwRB
Content governance will become critical.
https://flic.kr/p/6M6E2Q
To provide flexibility to meet new opportunities.
https://flic.kr/p/dYjcZD
What will content be like in 2020?
VI. LOOKING AT PLATFORM
APIs
Mobile Web
Native Apps
Mobile TemplatesStandalone sites
A poor representation of a possible platform strategy...
Responsive Designs
Walled-in, silo-ed native apps are a dead end.
https://flic.kr/p/snZJc
Lego of tech means lego of content, UI, & interactions.
https://flic.kr/p/aQmq2v
How do we transfer experience from one device to another?
https://flic.kr/p/6ZZQKC
It's not about owning moments. It's about owning moments that integrate with other moments
How do we take advantage of new interfaces? messaging, conversational, wearables, physical web
As we create experiences in all these different contexts we should be true
to the context.
- Josh Clark @bigmediumjosh
What will platforms be like in 2020?
wrapping it up
VII. WRAPPING IT UP
https://flic.kr/p/MH6U3
A Future Friendly Strategy
I. Acknowledge & embrace unpredictability.
II. Think & behave in a future-friendly way.
III. Help others do the same.
Developing a future-friendly strategy takes time and buy-in. It’s an ever evolving thing.
This sh!t is complicated. Don’t get discouraged.
http://flic.kr/p/7jWpEb
Maybe by being Future Friendly...
...and forging future-ready partnerships...
http://flic.kr/p/gidRPX
...we can find unicorns & rainbows.
http://flic.kr/p/agyEkb
Thanks for listening!
@dmolsen dmolsen.com