bemoko’s 5 easy steps tomobilising your brand

a presentation by bemoko

http://www.flickr.com/photos/sgrazied/230319696

over 50% of people would gladly substitute their PC web for mobile web

it’s the consumerthat chooses when and where to connect

while out and about

it’s the consumerthat chooses when and where to connect

in private

while out and about

it’s the consumerthat chooses when and where to connect

wherever they get inspired

in private

while out and about

So what's the mobile landscape like today?

Symbian61%

Apple15%

Microsoft14%

RIM8%

Android2%

European Smartphone sales(comScore 2009 Q4)

RIM42%

Apple25%

Microsoft18%

Palm6%

Android5%

Smartphone US Handset sales(comScore 2009 Q4)

3 Month Trend

Android +3%Apple +1%Blackberry -1%Microsoft -1%Palm -2%

Opera26%

iPhone20%

Nokia15%

Blackberry14%

iPod Touch9%

Android6% Other

10%

Mobile Web Browser Usage(StatCounter April 2010)

3 Month Trend

Blackberry +4%Android +2%Nokia -3%iPod -2%iPhone -1%

Good site ... bad site

the web killed my phone

it also killed my first impressions, user experience and my patience

I’ve just bought an iPhone, so why should I care?

uh oh… this page uses flash, I hope there wasn’t important stuff here.

if I squint hard, this is a store locator. but surely the phone knows where it is – just give me the closest store!

I can’t read anything, where do I start?

somewhere here is a login button- why? you know who I am!

so many links, even if I could read them, how many do I really need when out-and-about?

this whole page was over 412 KB, and took me ages to download. I’m glad the flash didn’t work now – it would have more than tripled that…

(but it doesn’t have to be this way)

images delivered the correct size for my screen, saving me time and money.

it’s instantly clear how to navigate the site, and I have the option of jumping to the full PC site should I need to do more.

content personalised for me without asking me to login

great, the page is optimised to take full advantage of this expensive phone I just bought

easy to press buttons – perfect for use on a touchscreen phone like this

1. discover2. engage3. trust4. measure5. repeat

1 DISCOVER

http://www.flickr.com/photos/wolfsavard/3348879666

o Socialo SMSo QR Codeso Mobile Emailo Searcho Promotiono Out and about

DISCOVER ENGAGE TRUST MEASURE REPEAT

DISCOVER ENGAGE TRUST MEASURE REPEAT

Orange Wednesdays

BMW Snow tyres

Google QR code stickers

industry examples

Yelp AR

2 ENGAGE

http://www.flickr.com/photos/eole/1394588888

o Socialo Conversationo Make relevanto Give 'em somethingo Seize the moment

DISCOVER ENGAGE TRUST MEASURE REPEAT

Quiz

DISCOVER ENGAGE TRUST MEASURE REPEAT

bemoko examples

3 TRUST

http://www.flickr.com/photos/ceekay/2410500144

"86% of survey respondents in the UK would not trust a communication from a source they often use if the details were sent in an unfamiliar font"

Julie Strawson, Director of Marketing, Europe, Monotype Imaging Ltd

DISCOVER ENGAGE TRUST MEASURE REPEAT

o Brand in the hando Look & feel o UXo Quality of Experience

DISCOVER ENGAGE TRUST MEASURE REPEAT

DISCOVER ENGAGE TRUST MEASURE REPEAT

industry examples

4 MEASURE

http://www.flickr.com/photos/elsie/3271195811

o Analyticso Identify good performanceo Root out bad performanceo Feedback and improve

DISCOVER ENGAGE TRUST MEASURE REPEAT

DISCOVER ENGAGE TRUST MEASURE REPEAT

mobile analytics specialists

5 REPEAT

http://www.flickr.com/photos/dalydose/6483796

o Socialo Viralo Valuable serviceo They want to return

DISCOVER ENGAGE TRUST MEASURE REPEAT

Tying it all together

mobile web

native apps

SMSEmail

searchsocial

(mobile) web foundations

mobile web and mobile apps

mobile web mobile apps

content

interactions (e.g. forms)

enhanced UI (e.g. iPhone UI)

cross-platform cross-linking -

geo location

offline up & coming

phone access (e.g. contacts) -

reach all mobile users + -

updating software + -

monetisation - +

high end UI performance - +

Coordination across all platforms

o campaigno contento functiono look and feel

Quickly integratenew channels

http://www.flickr.com/photos/gaetanlee/118885175

let the user connect when and how they want

mobile web as foundation

continue the conversation across multiple touch points

thank you

ian.homer@bemoko.com | http://twitter.com/ianhomer

ian.homer@bemoko.com | http://twitter.com/ianhomer

thank you

any questions?