Digiday Mobile with Netbiscuits: Harnessing Fragmentation and Diversity to Increase Mobile Revenues
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The fragmentation and diversity of mobile devices is an opportunity, not a problem. Netbiscuits’ Craig Besnoy will illustrate how brands, retailers and publishers can harness device fragmentation and diversity to drive significant mobile revenues. Presenter: Craig Besnoy, managing director and president North America, Netbiscuits
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Digiday Mobile with Netbiscuits: Harnessing Fragmentation and Diversity to Increase Mobile Revenues
- 1. Harness Fragmentation & Diversity to Increase Mobile Revenue Craig Besnoy President & Managing Director, N.A. Netbiscuits December 13, 2012 © Netbiscuits 2012 1
- 2. What You Need to Know: Fragmentation: Physical and technical characteristics of today’s mobile and connected devices = Device Data The fragmentation of In October 2012, 3,872 unique devices made content requests on the Netbiscuits Platform! OpenSignalMaps – May 2012 Diversity: How consumers are using their devices December 13, 2012 © Netbiscuits 2012 3
- 3. Fragmentation & Diversity Opportunity Problem Device Type Screen Size Time of Day Processor Javascript Speed On/Off Carrier HTML5 December 13, 2012 © Netbiscuits 2012 3
- 4. Go All In! Mobile has to be a Marketing company MINDSET, not a one-off project or KPI of individual departments December 13, 2012 © Netbiscuits 2012 4
- 5. Make it Mobile Friendly Optimize your customer facing experience for mobile based on customer & device data December 13, 2012 © Netbiscuits 2012 5
- 6. Be an Architect Architect your tech-stack for mobile December 13, 2012 © Netbiscuits 2012 6
- 7. The More You Know… Be a Device Detective! December 13, 2012 © Netbiscuits 2012 7
- 8. Hoard Information Capture ALL your mobile data.. December 13, 2012 © Netbiscuits 2012 8
- 9. Make the Connection Associate that data to your content Bandwidth Carrier OS Your Content Time of Day Processor Location Device Type Screen Size December 13, 2012 © Netbiscuits 2012 9
- 10. Mobile Success is Built on Four Pillars... Optimize UX to Drive Future-proof Your Increase Reach = Reduce Total Cost of Higher Engagement Mobile Investment Increased Revenues Ownership Flexible design solution Device Info Services Leverage existing Build it once, serve to created, hosted & technology stack many Adaptive approach to maintained by NB w/ 8,000+ devices Integrate existing Responsive Design: Devices Ultimate insurance CMS, Commerce, Ad, Sales segmented into categories policy: optimization for Device detection engine , Social systems Ability to handle peak every new device contains 400 mobile device Best of breed tools & usage parameters concepts - IDE Mobile Web focused plugins, security, analytics Advanced content & Leverage device data for , hosting functionality – targeted ads, commerce offers, brand Simplify & expedite video, images, touch experiences, smart content change management features & more m.maybelline.com named Coca-Cola chose Netbiscuits m.CBS.com has seen traffic PayPal shrank code base “Best Fashion or Beauty as preferred mobile increae 2X on all sites on by 50% = fewer display & Mobile Website” platform GLOBALLY Netbiscuits platform production issues December 13, 2012 © Netbiscuits 2012 10
- 11. Thank You Craig Besnoy President & Managing Director, North America c.besnoy@netbiscuits.com www.netbiscuits.com @netbiscuits December 13, 2012 © Netbiscuits 2012 11
Notas del editor
- Puzzle pieces…towards a whole person….
- Our history of innovation has led the market in mobile web development. Now let’s look at the future. Where’s it all going? How’s it going to change? There are 5 key drivers of web development, as we see it, that will continue to reshape where, when, with whom, and how humans interact with web experiences within an ever increasing connected and mobile world... (read out the five categories). Let’s take a close look at each of these trends.The first driver is mobile devices growthCell phones and smart phones have proliferated around the world, connecting people in unimagined ways and bringing millions online who have no other computing device.And now that’s continuing and accelerating with the tablet PC. The iPad was launched in April 2010 and sold 3 million times in 80 days. [http://www.ipadinsider.com/tag/ipad-sales-figures/]In 2011, 64 million tablet PCs will be sold. In 2015, that will grow five-fold to 320 million sold that year, to a cumulative 900 million tablets. [Gartner, "iPad and Beyond: The Future of the Tablet Market," September 2, 2011, ID: G00217137]The growth of mobile device demand and the maturing market is forcing leading vendors to innovate ever faster on device type and rich features, driving even greater speed of innovation and further diversification of the market. This makes keeping up with web development requirements ever more complex and costly for Enterprise who need to maximize reach and scale with superior web experiences.[MMM] The cellphoneistheonly Internet deviceformillionsThe 2nd driver is web accessAs of February 2011, 3G networks have been deployed in more than 165 countries and regions. [http://www.tele.net.in/telefocus/3g-a-beyond-lte-femtocell/item/7915-gaining-traction-global-3g-deployments-pick-up-pace]3G technologies account for over 5 Billion mobile connections today, approximately 89% of the market. [http://www.constellationrg.com/23121/4g-deployment-update-from-4g-americas/]Today, there are 193 4G networks in service with 39 in the Americas. According to experts, about 37% of all Android smart phones are now 4G enabled. [http://www.wcai.com/4g-global-update-2011-10-03.htmlBy 2015 there will be 4x more mobile devices connect to the web than PCsThe 3rd driver is mobile web usage.As more consumers move to mobile devices as their primary means of connecting to the web, their on line behaviors are shiftingTablets and smartphones increase impulse buys by almost £4 billion per year in the UK alone, according to a new study by Rackspace Hosting, August 2012*The move to multi-device and multi-screen web experiences will come with consumer expectations that content will be continuous and relevant creating even more complex web solution requirementsThe fourth trend is Mobile Application Development Enterprise customers are realizing that mobile first solutions need to be scalable and across many platforms, a single native application is expensive and non scalableIndustry analysts predict that their will be a shift from native app strategies to web apps and sites over the next two yearsThe fifth trend is Cloud PlatformsEnterprise spending on cloud infrastructure and services is growing 4X faster than overall IT spending. [http://www.theregister.co.uk/2011/06/30/gartner_2011_spending_forecast]Forrester Research expects the global cloud computing market to reach $241 billion in 2020 compared to $41 billion in 2010. [http://www.zdnet.com/blog/btl/cloud-computing-market-241-billion-in-2020/47702]By next year, according to Gartner, X% of enterprises will adopt a blend of cloud- and premises-based approaches (update with Web data)to meet web development and services needsCompanies will look to web development vendors who have a wide ecosystem and easy integration into their web and data infrastructure both in the cloud and on premiseSourcesComScore, Stateofthe Internet,Q12012Business Insider, Mar. 2012;http://www.businessinsider.com/the-future-of-mobile-deck-2012-3#-1http://googlemobileads.blogspot.de/2011/04/smartphone-user-study-shows-mobile.htmlGartner, Mobile Application Development Strategiesfor 2012-2015, May 2012, William Clarkhttp://www.theregister.co.uk/2011/06/30/gartner_2011_spending_forecastRackspace research was carried out by independent research company, Vision Critical, in August 2012 and involved 2,000 UK adults, representative of UK adult population