Google. Think Mobile.
Mobile Strategy. Namics.
Michael Rottmann. Partner.
31. October 2013
“Out of Scope”
Namics.
Biggest challenge
of new channels
Unrecognized
Business "
Impact
Namics.
“If you don’t have "
a mobile strategy, "
you don’t have "
a future strategy.”
Namics.
The future of mobile is today,
and it is critical to look closely
at your company to see whether
it will capitalize or dis...
Mobile "
Opportunities
Benchmarking
Expert Workshop
Generate ideas
Prioritize opportunities
vs.
Mobile "
Strategy
Sta...
Mobile Strategy "
Approach
Objectives
Target groups
Context of usage
Problem identification
Solutions
Platform strategy
L...
Objectives
Reach new audience
Lead Generation
Customer retention
Sales & Support
Brand image
Process Optimization
Nami...
Target groups
New audience
Customer (B2C / B2B)
Internals (mobile tools)
Namics.
Namics.
Context of usage
User
Device "
Location
Surrounding
Namics.
User
73%
Restaurant
77%
In a store
87%
On the go
At home
93%
Bored"
Bridge waiting time
Games, Social, Fun
Smartpho...
Problem
identification
What is the issue, "
most common task,
question, need of our"
mobile user?
Namics.
Problem
identification
Namics.
Solution
Value add to existing touchpoints "
(Store, online-shop, website, catalogue, call
center, social networks, email...
Namics.
Namics.
Namics.
focus
Namics.
Namics.
Namics.
Platform strategy
Responsive website
Mobile website
Web app "
Hybrid app "
Native app
Namics.
Lifecycle concept
Metrics of success
Access & Ecosystem
Integration in Communication & Sales
Namics.
Objectives
Target groups
Context of usage
Problem identification
Solutions
Platform strategy
Lifecycle concept
Metrics of...
Objectives
Target groups
Context of usage
Problem identification
1w
1w
2w
2w
Solutions
6w
Platform strategy
Lifecycle...
Objectives
Target groups
Context of usage
2-6 w
eeks
12 weeks
Problem identification
Solutions
eks
we
4-8
8-16 weeks
...
Industry responsive website
Namics.
Namics.
Industry native app
Namics.
Namics.
City administration website
Namics.
Food e-Store
Conversion m: 8.33% pc: 5.77%
Mobile Visits
mobile "
shop
4x
Mobile Conversion Rate
Jul 13
Aug 13
Sep1...
Mobile "
Checkout
1
3
6
2
4
5
7
Include only
vital fields –
even more
Mobile "
Checkout
1
3
6
2
4
5
7
Include only "
vital fields – "
even more
Leverage
mobile
UI elements
Allow "
checko...
Mobile "
Checkout
1
3
6
2
4
5
7
Include only "
vital fields – "
even more
Build
lightweight
(5 sec)
Leverage "
mobil...
Namics.
Think mobile!
michael.rottmann@namics.com
© Namics
31.10.13
44
Google. Think Mobile. Mobile Strategy. Namics.
Mobile Strategy @ Google Think Mobile - Namics-Vortrag
Mobile Strategy @ Google Think Mobile - Namics-Vortrag
Mobile Strategy @ Google Think Mobile - Namics-Vortrag
Mobile Strategy @ Google Think Mobile - Namics-Vortrag
Mobile Strategy @ Google Think Mobile - Namics-Vortrag
Mobile Strategy @ Google Think Mobile - Namics-Vortrag
Mobile Strategy @ Google Think Mobile - Namics-Vortrag
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Mobile Strategy @ Google Think Mobile - Namics-Vortrag

Published on: Mar 3, 2016
Published in: Design      Technology      Business      
Source: www.slideshare.net


Transcripts - Mobile Strategy @ Google Think Mobile - Namics-Vortrag

  • 1. Google. Think Mobile. Mobile Strategy. Namics. Michael Rottmann. Partner. 31. October 2013
  • 2. “Out of Scope” Namics.
  • 3. Biggest challenge of new channels Unrecognized Business " Impact Namics.
  • 4. “If you don’t have " a mobile strategy, " you don’t have " a future strategy.” Namics.
  • 5. The future of mobile is today, and it is critical to look closely at your company to see whether it will capitalize or disappear in front of mobile users. Eric Schmidt, " Executive Chairman Google
  • 6. Mobile " Opportunities Benchmarking Expert Workshop Generate ideas Prioritize opportunities vs. Mobile " Strategy Stakeholder Interviews Strategic approach Mobile roadmap Namics.
  • 7. Mobile Strategy " Approach Objectives Target groups Context of usage Problem identification Solutions Platform strategy Lifecycle concept Metrics of success Access & Ecosystem Integration in Communication & Sales Namics.
  • 8. Objectives Reach new audience Lead Generation Customer retention Sales & Support Brand image Process Optimization Namics.
  • 9. Target groups New audience Customer (B2C / B2B) Internals (mobile tools) Namics.
  • 10. Namics.
  • 11. Context of usage User Device " Location Surrounding Namics.
  • 12. User 73% Restaurant 77% In a store 87% On the go At home 93% Bored" Bridge waiting time Games, Social, Fun Smartphone usage Repeating" Recurring consumption" of information Urgent" Time critical, urgently " required Information Namics.
  • 13. Problem identification What is the issue, " most common task, question, need of our" mobile user? Namics.
  • 14. Problem identification Namics.
  • 15. Solution Value add to existing touchpoints " (Store, online-shop, website, catalogue, call center, social networks, email marketing) How can we add value " with mobile services? Camera, video, scanner, microphone GPS, gyro sensor, compass near field communication (NFC) address book, calendar What is the economic value? " (filter & prioritize) Namics.
  • 16. Namics.
  • 17. Namics.
  • 18. Namics.
  • 19. focus Namics.
  • 20. Namics.
  • 21. Namics.
  • 22. Platform strategy Responsive website Mobile website Web app " Hybrid app " Native app Namics.
  • 23. Lifecycle concept Metrics of success Access & Ecosystem Integration in Communication & Sales Namics.
  • 24. Objectives Target groups Context of usage Problem identification Solutions Platform strategy Lifecycle concept Metrics of success Access & Ecosystem Integration in Communication & Sales Mobile Strategy " Approach Namics.
  • 25. Objectives Target groups Context of usage Problem identification 1w 1w 2w 2w Solutions 6w Platform strategy Lifecycle concept Metrics of success Access & Ecosystem Integration in Communication & Sales Mobile Strategy " Approach Namics.
  • 26. Objectives Target groups Context of usage 2-6 w eeks 12 weeks Problem identification Solutions eks we 4-8 8-16 weeks Platform strategy Lifecycle concept Metrics of success Access & Ecosystem Integration in Communication & Sales Mobile Strategy " Approach Namics.
  • 27. Industry responsive website Namics.
  • 28. Namics.
  • 29. Industry native app Namics.
  • 30. Namics.
  • 31. City administration website Namics.
  • 32. Food e-Store Conversion m: 8.33% pc: 5.77% Mobile Visits mobile " shop 4x Mobile Conversion Rate Jul 13 Aug 13 Sep13 Oct 13
  • 33. Mobile " Checkout 1 3 6 2 4 5 7 Include only vital fields – even more
  • 34. Mobile " Checkout 1 3 6 2 4 5 7 Include only " vital fields – " even more Leverage mobile UI elements Allow " checkout " as a guest – " even more
  • 35. Mobile " Checkout 1 3 6 2 4 5 7 Include only " vital fields – " even more Build lightweight (5 sec) Leverage " mobile " UI elements Allow " checkout " as a guest – " even more Remove " distractions, " not content Show " progress Reassure" security – " especially " mobile
  • 36. Namics.
  • 37. Think mobile! michael.rottmann@namics.com © Namics 31.10.13 44 Google. Think Mobile. Mobile Strategy. Namics.

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