1. 'Do you want a Mobile with
that?'
Making money in a mobile world
Francesco Cetraro
Director, Business Development – Europe
fcetraro@afilias.info
www.goMobi.info

2. dotMobi, an Afilias Ltd company
2014
Lets get to know each other
• Leading Domain
Registry Services
Provider
• 17 TLDs
• 20 million domains
• Supporting over 300
new TLDs applications
• 1 million .mobi domains
• Serving the mobile
internet since 2006

3. dotMobi, an Afilias Ltd company
2014
Mobile is huge!

4. dotMobi, an Afilias Ltd company
2014
In a nutshell
• There is money to be made for businesses that can
communicate with mobile visitors
• Most importantly.....there is money to be made (by you)
by helping businesses get mobile right

5. dotMobi, an Afilias Ltd company
2014
First of all, a basic question
Why do businesses
want an online
presence?

6. dotMobi, an Afilias Ltd company
2014
Many answers, one basic
concept
Generate
new business?
Be found?
Promote products
and offers?
Make a good
impression?
Because CUSTOMERS are online
(doho!)

7. dotMobi, an Afilias Ltd company
2014
The natural evolution of
commerce
From High Street.......

8. dotMobi, an Afilias Ltd company
2014
The natural evolution of
commerce
.......to every consumer’s pocket!

9. dotMobi, an Afilias Ltd company
2014
Right here......
1 search in 3 on mobile
has local intent
(only 1 in 5 on desktop)

10. dotMobi, an Afilias Ltd company
2014
Right NOW!
Higher propensity to
ACTION
50% of mobile searches
convert within 1 hour

11. dotMobi, an Afilias Ltd company
2014
So....all great, right?

12. dotMobi, an Afilias Ltd company
2014
Ahem....not quite

13. dotMobi, an Afilias Ltd company
2014
The typical mobile user
experience

14. dotMobi, an Afilias Ltd company
2014
Bad mobile experience = money
lost!
Friendly = More likely to
buy
67%
“A mobile-friendly site
makes me more likely to
buy a product or use a
service.”
Unfriendly = More likely
to leave
61%
“If I don’t see what I’m
looking for right away on
a mobile site on a
mobile site, I’ll move
quickly to another site.”
Source: http://googlemobileads.blogspot.dk/2012/09/mobile-friendly-sites-turn-visitors.html

15. dotMobi, an Afilias Ltd company
2014
Mobile first?
Responsive design
• One URL, one site to maintain, content adapts
• Fluid grids
• Flexible images
• Media queries
Pitfalls
• Sites need to load fast (bad responsive sites examples)
• Device diversification > how many breakpoint can you
have?
• Budget (particularly for an SMB)
• More than just a pretty WP theme

16. dotMobi, an Afilias Ltd company
2014
RWD Costs
How many breakpoints?
How often will content
change?
How much resource do
you have to keep your
Web presence working
on all devices?

17. dotMobi, an Afilias Ltd company
2014
Responsive ≠ Responsible
0
500
1000
1500
2000
2500
Nokia Cisco
Page Weights Served to Different
Devices
Desktop iPhone XperiaT Nokia 6300

18. dotMobi, an Afilias Ltd company
2014
Heavy Sites cost customers $$$$

19. dotMobi, an Afilias Ltd company
2014
Tolerable Wait Times – the
research
• Tolerable wait time (TWT) of web users peaks at about 2 seconds. (Nah 2004)
• Google: moving from a 10-result page loading in 0.4 seconds to a 30-result page
loading in 0.9 seconds decreased traffic and ad revenues by 20% (Linden 2006)
• Google Maps: home page was reduced from 100KB to 70-80KB, traffic went up 10%
in the first week, and an additional 25% in the following three weeks (Farber 2006).
• Amazon: every 100 ms increase in load time decreased sales by 1% (Kohavi and
Longbotham 2007)
• Microsoft: when search results pages were slowed by 1 second
• Queries per user declined by 1.0%, and
• Ad clicks per user declined by 1.5%
• After slowing the search results page by 2 seconds:
• Queries per user declined by 2.5%, and
• Ad clicks per user declined by 4.4%

20. dotMobi, an Afilias Ltd company
2014
Slow loads = abandons

21. dotMobi, an Afilias Ltd company
2014
Walk a mile in your customers
shoes
What type of site are you building?
1. How will people interact with the site?
2. What is the objective?
1. Content?
2. Drive store visits?
3. Choose the most effective solution (not the one that
makes your designer look cool)

22. dotMobi, an Afilias Ltd company
2014
The fastest way from screen to
the (customer’s) purse
Desktop site
= requires
scrolling/pinch&zoom
to (maybe) find key
information
goMobi =
everything
immediately at
hand
(fingertip actually!)
http://www.manifestorestaurant.ie

23. dotMobi, an Afilias Ltd company
2014
Why should you care
1. You are not making any money from Responsive
2. Good VAS to complement SMB offerings
3. Simple to integrate and no ongoing cost
4. Increase customer retention

24. dotMobi, an Afilias Ltd company
2014
Tips from the pros
1. Look at the logs (target customers with high number of
mobile visits)
2. Try before you buy
3. Desktop/Mobile integration
4. Also for professionals (designers love goMobi too)

25. dotMobi, an Afilias Ltd company
2014
Questions?
Thank you
Francesco Cetraro
Director, Business Development – Europe
fcetraro@afilias.info
www.goMobi.info
Try goMobi at www.goMobi.info or www.go.mobi