Simple strategies for creative organisations to begin integrating mobile into their Digital Strategy. Part of the Art of Digital Learning Lab http://www.artofdigital.co.uk

1. A New Look at Mobile:
Simple Strategies for
Organisations
Katie Lips.

2. What do I know?
I love
mob
★ Began working with mobile in 2002 ile!
★ Cofounded Treasuremytext.com
★ Author “The Amazing iPhone” Report
★ Instigator at Mobile 2.0 agency “Appostles”
★ Work with creative organisations at Kisky

3. So..... Mobile?

4. LBS, Moblogging, Geolocation,
App Stores, Ecosystems,
Microblogging, SMS
Campaigns, Open Source,
Widgets, Developer
Programmes, Locative Media,
Mobile 2.0....

5. And what have I
missed?
Catc Dow Phon
hing nloa ecall
up! ds! s!

6. I’m going to...
★ Introduce simple ideas for
organisations beginning to work
with mobile
★ but also...

7. I’m going to...
★ Conduct Market Research
★ Talk about other people's services
★ Ask you to help out with my presentation!

8. Mobile.

9. “It’s sort of the
Internet”....

10. “So why is it so
difficult?”

11. In the beginning...

13. Oldskool Mobile.

14. “While the mobile data industry holds
considerable promise in future, the
existing ecosystem is challenging for the
grassroots entrepreneur.”
- Ajit Jaokar, Open Gardens.

15. 1.0 Landscape.
★ Complex Development & Testing
★ Poor End User Experiences
★ Bureaucratic Walled Garden Mentality
★ Low Financial Incentive
★ A Stagnated Industry
★ Little Incentive to Innovate or Take Risks

16. And it was like
that for a long
while.

17. Things are
changing.

18. But what does it
mean to you?

19. A little experiment

20. In th
cust e
ome
shoe r’s
s
Molly and her
Mobile
No, not a customer, user, audience member or RGU!

21. 100%
Who uses the a
mobile device?

22. 25%
Who uses email
on their ‘phone’?

23. 50%
Who uses the web
on their ‘phone’?

24. 30%
For looking up
phone numbers?

25. 10%
For blogging?

26. 15%
For social
networking?

27. 45%
For finding
information on the
move?

28. g g
ndin igatin
Se os Nav
t
Pho
ro
Mic g
in
blogg
Other
s
Game
suggestions?
g
Makin
s
Movie
Talking
g
Takin
Twitter otos
Ph

29. In yo
work ur
shoe
s
Olly the
Organisation
For marketing, research, audience development,
engagement, doing business, remote working,
making art

30. 20%
Who sees
“Mobile” as part of
their marketing
strategy?

31. 20%
Who uses mobile
for remote working
(other than voice)?

32. 100%
Who has a
website?

33. 12%
Who’s worked with
Locative Media?
E.g. worked with artists like Jen Southern, Alfie
Dennen, John McKerrell et al.

34. 4%
Who has a mobile
site?

35. 15%
Who’s tested their
website on a
mobile?

36. My “user story”
★ Signed up for conference online
★ Joined social network, contributed content
★ Booked travel and hotel online
★ Texted myself address info of venue
★ Checked conference twitter #tag from mobile
app on iPhone

37. My “user story”
★ Tweeted my participation from iPhone
★ Checked related email on train via mobile
★ Looked up phone number on organiser’s
website via Safari on iPhone
★ Called organisers to confirm details
★ Used Google Maps on iPhone to find hotel
★ Used Twitpic to tweet conference photos via
iPhone

38. Acce
ssibi
lity?
Is your
organisation
accessible via
mobile?

39. Mobile 2.0

40. Mobile 2.0?
★ It’s all about Platforms
★ iPhone
★ Android
★ Blackberry
★ Ovi
★ SkyMarket
★ ... and others

41. Ecosystem
iPhone &
iPod Touch
Developers & Customers
App Store

42. Now
It’s much easier to
work with mobile!

43. iPhone Focus.

45. iPhone Sales by Quarter
Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1-09 Q2-09
Units sold
270,000 1,119,000 2,315,000 1,703,000 717,000 6,892,000 4,363,000 3,790,000
in Quarter

46. Cumulative iPhone Sales
30,000,000
22,500,000
15,000,000
7,500,000
Q3 07
Q4 07
Q1 08 0
Q2 08
Q3 08
Q4 08
Q1 09

47. Snapshot May ‘09
★ 21 Million iPhones in 80 countries
★ +13m iPod Touch
★ Apple #3 Mobile Phone manufacturer
★ 25,000+ Apps / 2.2 million downloads each
day
★ 500 million apps downloaded (half a billion!)

48. App Store

49. Example Apps
★ Investors - Loopt
★ Enterprise - Salesforce.com
★ Brands - Carling’s iPint, Audi,
★ Web Services - Facebook, Remember the Milk
★ Mobile Services - Urban Spoon, Flirtomatic
★ Disposables - iFart, Sonic Lighter, Ocarina
★ Games - Rolando from ng:moco

51. Case Study
★ A Cinema chain in Netherlands built an
iPhone app and...
★ 110,000 iPhone installed app
★ 3rd most successful Dutch application
★ iPhone app drove 67% of total traffic
Source: Sharewire

52. Case Study
★ 10% of their users on Nokia handsets
★ Only 60% of those people actively used the
app
★ They needed to market the app to this
audience
★ Who required lots of support
Source: Sharewire

53. Case Study
★ 81% of traffic came from iPhone users
★ Who downloaded the app via the App Store
with zero marketing spend
★ Of whom 98% were active
★ And required zero support
Source: Sharewire

54. The Opportunity?
★ Investors - speculate (KPCB’s iFund)
★ Enterprise - mobile workforce
★ Brands - your brand in 21m pockets
★ Web Services - extend reach via mobile
★ Mobile Services - The App business
★ Disposable Apps - apps as accessories
★ Games Developers - a new platform

55. For the Arts?
★ Marketing?
★ Brand recognition?
★ Deep audience engagement?
★ Value Add e.g. tours?
★ E-learning?
★ Market Research?
★ As a platform for artists?

56. If you want to
know more...

57. What we learnt...
Coffee Buzz
www.coffeebuzzapp.com

59. www.theamazingiphone.com

60. Simple Strategies

61. Get a mobile-
friendly Website!

63. How to make your
website mobile friendly
★ Put your phone number on the homepage
★ Safari & other mobile browsers auto-detect
phone numbers
★ Add some code so iPhones know it's a
number can can call it with one click

64. At le
ast n
ONL ot
Y Fla
sh
Don’t use Flash!

66. Consider Mobile Use
Cases
★ Consider that some people will access your
website via their phones
★ Maybe they just want your phone number so
they can call you
★ Make sure they can get in touch
★ Don’t say ‘Sorry’, say ‘Hello’!

67. Monitor the web
via mobile

71. And let’s not
forget voice

72. Skype
★ Get a SkypeIn number
★ Your number in...
★ New York
★ London
★ Liverpool
★ Manchester

73. Phonefromhere.com
★ Web to talk - Add
‘Call Us Now’ to your
web page
★ Lets customers
call you for free
★ At the point of
interest

74. SMS

75. SMS from your
desktop
★ Send SMS to your customers
★ Because it’s personal
★ Useful for data, instructions & directions
★ Call to action

76. 3jam.com
★ SMS your customers
★ Simply
★ Quickly
★ Cheaply

77. SMS Campaigns
★ Send ads out
★ Get responses back
★ Measure success

78. itagg.com
flytxt.com
smsjunkies.co.uk

80. For
insp
iratio
n...
Some Amazing
Stuff

90. For
insp
iratio
n...
Your Amazing
Stuff?

91. Are w
mov e
ing t
mob o
ile?
What have we
learnt?
Best bits, worst bits, cool new stuff?

92. Simple Mobile Strategies
★ Make sure your website is accessible via
mobile
★ Make sure your website is useful via mobile
★ Don’t forget voice
★ SMS is easy to work with

93. Use Mobile Apps to...
★ Monitor your website
★ Update your blog
★ Twitter

94. Make mobile apps to...
★ Extend your web service
★ ...and add new revenue streams
★ Reach new audiences via App Stores

95. Summary
★ Whilst big brands are leading, mobile is no
longer out of reach for Creative Organisations
★ There are a range of mobile options, from
voice integration, to SMS to Apps
★ Most are a natural extension of your web
strategy!

96. Who will...
75%
o
said f audien
t ce
cons hey will
ider now
part m
of th obile as
ei
strat r digital
egy
★ Make sure mobile is part of their
communication strategy?
★ Use Location Based Services - online or on
the move?
★ Consider mobile apps?

97. More info @
★ www.treasuremytext.com
★ www.appostles.com
★ www.theamazingiphone.com