Presentation

Mobile First vs. Mobile Only vs. Other Mobile Strategies

Greater Cincinnati IT Symposium

Darren Kall

November 17, 2015

© Kall Consulting LLC 2015 info@kallconsulting.com

Mobile First vs. Mobile Only

Mobile First info@kallconsulting.com

Vs.

Mobile Only

© Kall Consulting LLC 2015

2

My Goal

My goal today isn’t to get you to agree with me,

I just want you to leave thinking differently.


3

info@kallconsulting.com

Talk Plan

1.

I’m going to introduce and limit the topic

2.

I’m going to describe pitfalls and tools for

Mobile Strategy decision making for us to play with

3. Then I want examples from your specific corporate context and goals to test the tools

– like a mini-workshop


4


Introduction & Limits


5


Definitions

Clarifying confusing terms


http://jp5.r0tt.com/t_a86adfa0-c9cb-11e1-aae9-afcd67500005.jpg


6

The “Firsts”

•

Mobile First

•

Desktop First

•

Users First

•

Content First

•

GOALS FIRST



7

The “Onlys”

•

Mobile Only

•

Desktop Only

•

App Only

•

Desktop SPECIFIC

•

Mobile SPECIFIC

•

Mobile First EXPOSURE

•

Mobile ONLY USAGE

•

Mobile ONLY EXPOSURE aka Mobile

Dependent


8


The “Embodiments”

•

Native app

•

Web (site) (app)

•

Responsive Web Design - RWD

•

Adaptive Web Design - AWD

•

Screen-scraped Mobile



9

The “Versuses”

•

Mobile First vs. Mobile Only

•

Native app vs. Mobile Web app/site

•

Mobile Full-featured vs. Dumbed-Down Mobile

•

Mobile First DESIGN vs. RWD

•

Mobile Only vs. RWD

•

Native app vs. RWD

•

iOS vs. Android

•

Mobile Website vs. Mobile App

•

Mobile vs. Desktop

•

…


10


Mobile First

Mobile First was originally used by Luke Wroblewski (LukeW) in 2009 and referred to a way of thinking about DESIGN.

LukeW’s Mobile First approach (and his book of the same name) has influenced thinking in many disciplines and shifted the industry.

Different disciplines have interpreted and evolved the term Mobile First to suit their perspectives and needs.


http://www.lukew.com/ff/entry.asp?933

11

Mobile First Clarification

To help distinguish the different meanings of Mobile First

I’m going to use a naming convention in this talk


12


Mobile First DESIGN

Mobile First DESIGN

Designing the experience of a native app or web site/app for a mobile-size screen and mobile device before designing other formats.

Treating Mobile as a design priority rather than an afterthought.

Designing bottom-up from the Mobile constraints to larger and larger formats.


13


Mobile First DEVELOPMENT

Mobile First DEVELOPMENT

Developing the code for a native app or web site/app for a mobile-size screen and mobile device before developing other formats.

A code-weight and complexity, practical progression to code for a smaller screen and progressively enhance the experience for larger screens. Instead of gracefully degrading the large-screen code down to a mobile-size.


14


Mobile First STRATEGY


Deploying a Mobile product first before deploying other format products.

Releasing new releases, features, enhancements, etc. in Mobile before releasing them in other format products.

And/or prioritizing Mobile as your dominant communications channel even if not Mobile First and not Mobile Only.

Not gracefully degrading your large-format products (shoehorning) into Mobile but instead ground-up replacing those product variants starting with Mobile first.


15

Mobile Only Strategy

Mobile Only STRATEGY

Only deploying a Mobile product without deploying for other formats.

OR deploying other formats and channels highly degraded to effectively not be relevant.


16


Mobile First STRATEGY vs. Mobile Only STRATEGY

Vs.

Mobile First STRATEGY Mobile Only STRATEGY

If this question is where you are starting your Mobile strategy decision making …

You’re asking the wrong question

(or at best, asking it too early).


http://brolik.com/blog/wp-content/uploads/2013/05/BRO_ResponsiveDesign_Main2.png

http://goana.es/wp-content/uploads/2014/02/mobile_first.png


17

Persistent Question

This question shares a common issue with other persistent “versus” questions:

They misdirect us to start our thinking in the wrong spot.

And that makes the decision difficult.


18


Paper vs. Plastic

Vs.


http://2.bp.blogspot.com/-WFbWjWfbP84/UVnJ8KXwZLI/AAAAAAAACgU/CBVmh0qWTjM/s640/paper-bag_1.jpg

http://lomaprieta.sierraclub.org/images/thankyoubag.png


19

Coke vs. Pepsi

Vs.


http://p.fod4.com/p/media/5c1bf0686b/sc3D48jTBeRyL5sCzHJ6_can%20of%20coke.jpg

http://www.brennanscatering.com/Merchant2/graphics/00000001/can_pepsi300x200.gif


20

Making the Decision Easier

To make the decisions easier the questions you should be asking are:

“What do I care about?”


“What are my goals?”

Then the “versus” questions become much easier.


21

Paper vs. Plastic

If you care about sea turtles

If your goal is recycling

If you care about trees

If your goal is less air pollution info@kallconsulting.com

http://2.bp.blogspot.com/-WFbWjWfbP84/UVnJ8KXwZLI/AAAAAAAACgU/CBVmh0qWTjM/s640/paper-bag_1.jpg

http://lomaprieta.sierraclub.org/images/thankyoubag.png


22

Coke vs. Pepsi

If you prefer your soda/pop

slightly cold

If you prefer your soda/pop

really cold

(sweet enough and better carbonation less cold)

(sweeter and better carbonation colder)


http://p.fod4.com/p/media/5c1bf0686b/sc3D48jTBeRyL5sCzHJ6_can%20of%20coke.jpg

http://www.brennanscatering.com/Merchant2/graphics/00000001/can_pepsi300x200.gif


23

Not “versus” at all

And if you clarify specifically what you want, and what your higher-order goals are

Then the question might not be a

“versus” question at all…


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Not “versus” at all

If you care about the whole environment

If you care about your health info@kallconsulting.com

http://www.apparelnbags.com/ultraclub/r3000-reusable-shopping-bag.htm

http://santevia.com/wp-content/uploads/2015/07/glass-of-water-700x794.jpg


25

Silver Bullet

There is no one single answer to the

Mobile Strategy question that is the best answer for all situations and which will endure over changing conditions.


26


Mobile Strategy

Mobile strategy isn’t “Mobile First vs. Mobile Only”

Mobile strategy isn’t even an “either or”

Mobile strategy is a “which of many paths”

Let’s ignore the “vs.” questions (for now)


27


Pitfalls & Tools



28

Clear the way: Assumptions and Pitfalls

There are common assumptions and pitfalls that lead Mobile Strategy efforts the wrong way


29


Pitfalls

Pitfalls in Mobile Product Strategy Decision Making

1. Unconscious Decisions

2.

There’s a train coming – JUMP ON

3. Metooism

4. Field of Dreams

5. Pressure

6. Creating a Separate Mobile Team


30


Pitfall 1: Unconscious Decisions

Businesses are investing in buying and building

Mobile products without knowing why.

Mobile product proposals should be consciously challenged with critical questions, and supported with data.

Move fast, but take advantage of information that is easily available that could have huge impacts.

As we gain faster and faster access to insightful information we’ll be embarrassed by our past decision making that was not data-based.


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Pitfall 2: There’s a train coming – JUMP ON

• 94% of the global population is covered by a mobile network

• Time spent in US on digital media: 51% Mobile, 42% Desktop/laptop, 7% Other devices

• Projected 50% of all US Internet traffic will be mobile by 2017

• 48% of the global population is covered by mobile broadband

• 28% of the global population have subscribed to mobile Internet services.

• 80% of smartphone users multitask while watching TV

• 45% of companies do NOT have mobile optimized websites

• 28% of website traffic comes from mobile devices

• Mobile traffic yearly growth rate globally is 1.5 times

• Mobile traffic global 2014 +69%

• Mobile video traffic global 2014 +55%

• Projected that mobile will have 27.8 billion more search queries than desktop by 2016

• 20 years of Internet and 39% population penetration

• 5.2B mobile phone users = 73% of the population, 40% of those on smartphones

• Millennials outnumber others in workforce: Millennials 35%, Boomers 31%, Gen X 31%

• Millennials: 45% use personal smartphones for work purposes

• Millennials: 41% likely download applications to use for work, and pay with their money


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References at end of slides.


• 84% of US population has Internet access

• 64% of US has mobile smartphone connectivity

• Smartphone growth 2014: India +55%, Brazil +28%, China +21%, US +9%, Japan +5%

• Mobile as % of e-comm sales: India 41%, China 33%, Brazil 20%, US 15%, Japan7%

• 92% of Americans have cell phones (all kinds)

• 68% of Americans have smartphones: 86% of 18-29 year olds, 83% of 30-49 year olds

• 45% of Americans have tablets

• Computer ownership in Americans <30 years old dropped 2010 88%, 2015 78%

• 10% of Americans have a smartphone but no broadband at home

• 15% of Americans have a smartphone but limited options other than phone for Internet

• Smartphone-dependents in US: low income, low education, young adults, non-whites

• 12% African Americans, 13% Latinos, 4% Whites

• 62% of Americans use phone to look up information on health conditions

• 57% of Americans use phone to do online banking

• 44% of Americans use phone to look up real estate listings

• 40% of Americans use phone to look up government services

• 30% of Americans use phone to take a class or get educational content

• 18% of Americans use phone to submit a job application

• … info@kallconsulting.com

References at end of slides.


33


Businesses are getting swept up in the momentum of the

Mobile market and not deciding when it is important for their specific context. Jumping on the Mobile Train without knowing where it is going.

Mobile strategy decisions should be made in the context of your specific business imperatives and potential benefits.

No question Mobile is important and growing. Mobile is still just beginning. There are plenty of opportunities left, plenty of unexplored territory.

It is compelling to think we should be part of this, but is it right for your business to get on that train now?


34


Pitfall 3: Metooism

Me too ism

Businesses see what their competitors are doing in Mobile, and follow without ensuring it is appropriate for them.

Mobile is morphing and evolving rapidly. New trends roll along regularly.

Limitations to Mobile’s future exist but are being challenged and resolved continually. Approaches to Mobile products are becoming more nuanced.

Just because a competitor has gone Mobile Only, or implemented

Adaptive Web Design, does not mean you should as well.

Having clear, specific goals, and a defendable position for your Mobile

Strategy is a more prudent path to success than metooism.


35


Pitfall 4: Field of Dreams

Businesses are making costly investments based on the mystical thinking that “If you build it, [they] will come”.

It is way too risky to do random experimentation as a Mobile

Strategy.

Guided experimentation is good. Lean product strategies are good. Informed risk taking is great. Sometimes the only way to know about user adoption is to try.

But heads-down, big investment, without a profound understanding of users, and a deep engagement with customers and users, is just foolish.


36


Pitfall 5: Pressure

CIOs and IT in general are being bombarded with vendor and consulting offers to replace business software with Mobile applications.

After you have calls about Mobile from Accenture, CA, IBM,

SAP, Unisys and others you start feeling pressured. 

There’s nothing wrong with these initiatives, services, and products. There are very powerful and very useful offerings.

But their offerings and approaches are different, and difficult to compare without having someone do the due diligence of diving into an assessment of their individual capabilities to meet your specific corporate needs.


37

Pitfall 6: Creating a Separate Mobile Team

Businesses are creating a separate Mobile Team to do Mobile

Design, Mobile Development, and Mobile Content.

Organizational and operational boundaries between product teams create seams in the user’s experience. These seams are noticeable by users, they do not meet user expectations, they are frustrating to them, and damaging to user adoption.

Regardless of the Mobile strategy you choose, you should have a unified, integrated product team.

If your current product team does not have Mobile experience, then invest in their education, expand through hiring, or augment their capabilities with vendor SME.


38


Tools

Tools for Mobile Product Strategy Decision Making

1. Care / Goals

2. Critical questioning

3. User Insight

4. Capabilities

5. Ecosystem


39


Tool 1: Care / Goals

What do I care about (in Mobile)?

What are my goals (for Mobile)?

Knowing what you care about in Mobile (and what you don’t care about), and having clear, thought-out, high-level, goals is the best way to streamline your Mobile Strategy decision making.


40


Tool 1: Care / Goals

Examples

• I care about speed of business, and Mobile will increase our speed.

• I have a profit goal, and adding Mobile products will be profitable.

• I want to increase employee productivity, and Mobile will bring huge efficiency savings.

• My goal is to support our consumer brand with a cool factor, and the more Mobile the more cool.

• I care about retaining employees and without Mobile tools we’re not as attractive as competitors in hiring.

• I have a goal to transform the enterprise, and Mobile will shift employee workflow to a new paradigm of business.


41


Tool 2: Critical Questioning

Asking the critical questions is sometimes difficult, especially in the polite society of the Midwest.

When it comes to Mobile, you can’t afford to skip the challenging questions.


42


Tool 2: Critical Questioning – The SAD test

How do you know what you know?

When someone proposes a Mobile First project because Mobile will be the

“channel where we will have a big win”, ask them what’s behind that claim.

Put their idea to the SAD test.

Is your evidence:

S – Speculation: based on whims and desires, though logical, which have no evidence. “Doesn’t it just make sense?” “I’m a user too. I know what users want.”

A – Anecdotal: based on personal experience, unique inputs, hearsay or the view of experts. “Several of our partners say…” “I saw a customer do this…”

D – Data: based on empirical data, analysis, fact corroboration, and insight conclusions. “Our tests show a significant conversion increase with just that one change.”


43

Tool 2: Critical Questioning – The SAD test

SAD is a confidence test. You learn what the value of the information you are being told is. You have to determine your own threshold for risk taking vs. risk reduction and determine how much S, A, and D is acceptable in your Mobile Strategy decision.

SAD is not saying you’ve got to have data for everything, but you should at least know when you are dealing with someone’s Mobile wish and something that has more evidence behind it.


44


Tool 2: Critical Questioning – The Four P’s Test

Is your Mobile idea ready for product development?

Only one-third of Mobile product development projects in big companies succeed.* When start-up companies are considered, the success rate drops to 10%.*

IMHO it’s because people don’t know the difference between a research project, innovating applying known technology, and product development. Ideas should be put to the Four P’s Test to gate whether they are ready to become product initiatives.

When someone brings you a Mobile product idea put them through these gates IN ORDER. If they do not “pass” your gate test and give you good reason to accept, stop them and send them back. http://www.ibm.com/smarterplanet/us/en/centerforappliedinsights/article/mobile-development-report.html

http://www.forbes.com/2010/03/21/microsoft-sony-exxon-apple-coke-ford-xeroxconde-nast-cmo-network-brand-flops.html


45

Tool 2: Critical Questioning – The Four P’s Test

Plausible – Is this a plausible idea? Is it based on something that can actually happen? Does it obey the laws of physics? Or is it something that will never work no matter how much time, effort, innovation, and creativity are thrown at it?

Possible – Is this a possible idea? Do the technologies exist to make this possible? If not are they within reach of an investment of effort? Do all the pieces for success exist and require innovative combination? Has the due diligence been done to know the knowns and the unknowns?

Practical – Is this a practical idea? Is the market ready? Do we have the capabilities, budget, endurance, opportunity, time, etc. to actually make this thing happen and be successful? Is it within our real-world capability to win over the competition? If not, can we gain, acquire, partner, or buy to make this practical?

Product – Now we’re ready to start thinking of this as product development. Now we should listen to proposals of Mobile First vs Mobile Only vs other strategies, not earlier . Now we’re ready to figure out HOW to make this product happen.


46

Tool 2: Critical Questioning – Why Mobile at all?

Why Mobile at all?

Mobile may be the new table stakes, and everyone expects that

Mobile projects will be approved. All the more reason to ask why.

You may be laughed at, and people will try to shut you down, but you could be the hero if you stop a Mobile product effort that should never have started.

You should be convinced that Mobile, and only Mobile, can provide the specific gains this idea promises. This proves that you understand the problem you are trying to solve.


47


Tool 2: Critical Questioning – Why Mobile at all?

Example Questions:

• Why Mobile at all?

• Do you need a Mobile app?

• What is the problem you are solving?

• How was it solved before?

• Why will Mobile solve this (now) (better) (again)?

• Is this a new or existing function?

• Are you introducing user to a new function or migrating them from an existing solution?

• What does Mobile provide that hasn’t been provided before?


48

Tool 3: User Insight

What do you know about your users?

What do you NOT know about your users?


49

Tool 3: User Insight – What do you know?

What do you know about your users? Even if you think you know what you know you should challenge that with SAD.

What you do NOT know is more important than what you know.

That’s where the risk is.

To succeed with a Mobile product, you have to have a profound understanding of your users.

Coding methods and device innovation are evolving faster than anyone person can track, but user experience has become the key competitive differentiator indicating Mobile success.

User adoption goes to those who design the optimum user experiences


50

Tool 3: User Insight – User Needs

What are your user’s needs? Do your users have a need for THIS Mobile product/solution in their current workflow or task flow?

What are your user’s current processes? What is working for them? What are the current pain points? Don’t want the shift to Mobile to remove value.

How do users do what they do? What is their current workflow and task flow in detail?

The Mobile solution should fit into the user’s workflow / task flow by:

• integrating with an existing workflow / task flow

• replace and improve a portion or the whole workflow / task flow

Workflow and task flow incompatibilities are high on the reason for user rejection of Mobile products. They are not the way people work, or not the way people want to get a task done.


51


Tool 3: User Insight – Willingness to Adopt

What is the adoption profile of your users? What is their overall willingness to adopt other Mobile solutions?

What is the anticipated cost to the user? Cost in money, in time to perform task, effort to learn, amount of disruption to their status quo, etc.

What new scenarios of use will open up for the user? Will this value be obvious or will marketing have to fill the gap in value perception?

Will giving them a Mobile option be enough to have them self migrate, or will you need to remove their current desktop option or alternative to force migration?


52

Tool 3: User Insight – X-format Expectations

What cross format expectations does your user have for this

Mobile product? Do they require exclusive use for Mobile or desktop or prefer seamless integration with cloud and connectivity?

Do your users perform the same task on multiple formats? Do your users expect the same feature set in all formats? Do they expect the same or equivalent information architecture in all formats?

Are there tasks that users do on a Mobile device that they would not do on a desktop? Is this by the nature of being

Mobile? Is this a preference for interfaces? Is it because of a simplified experience?


53

Tool 3: User Insight – Unique Tasks

Are there user tasks that are unique to the capabilities of a Mobile device (light sensors, phones, GPS, accelerometers, cameras, gyroscopes, etc.) that make a Mobile product more appropriate?

Are there user tasks that are not practical or possible on a Mobile device because of limitations of the

Mobile device (data entry keyboard, viewing size, connectivity, sound quality, etc.) that make a largeformat device more appropriate?


54


Tool 3: User Insight

With a profound user knowledge you can answer the question of the business value of spending money on a Mobile solution

For this user

Doing this task

At this time

In this place

In this way


55


Tool 4: Capabilities

A deciding factor in delivering Mobile on one strategy vs. another is your product team capabilities. It may be a deciding factor of whether you go Mobile First, Mobile Only, etc.

Look at your corporate design team, development team, security team, device management team, etc. Will they be able to take on the additional work of a Mobile initiative? Do they have the skills and experience to execute a Mobile initiative successfully?

Teams with at least one developer with 5+ years of Mobile development experience are 30% more likely to be successful.*


56


http://www.forbes.com/2010/03/21/microsoft-sony-exxon-apple-coke-ford-xeroxconde-nast-cmo-network-brand-flops.html


For example: Does your Design team already know how to deliver in M obile? If not, then you’ve got investment time costs for them ramping up. It’s not a simple transition.

Mobile First DESIGN makes sense for Design teams that have traditionally done desktop first, or desktop only design. As LukeW pointed out, the constraints of

Mobile force designers to focus on what really matters. Instead of the “fat” real estate of desktopsize screens, Mobile is limited and forces prioritization in design thinking.


57


For example: If your Development team isn’t experienced in RWD it will take them time to ramp up in efficiency so developing will appear to cost more initially. But compared to creating multiple separate sites, RWD will pay off in TCO.

Don’t force Mobile First DESIGN or Mobile First

DEVELOPMENT on a team just because you have a

Mobile First STRATEGY. They can exist separately.

Tell the Design/Dev teams WHAT you want, and let them tell you HOW.


58


Tool 5: Ecosystem

Nothing exists alone.

Consider that your Mobile product will exist in an ecosystem and have impacts on other elements in that ecosystem.


59



Product ecosystem impact questions

What will your Mobile product be connected to?

What infrastructure is required to make it work?

What are the points of failure?

Where will people use it? Where will they be limited in use?

How does your Mobile product relate to other sites, other apps, other services?

Is it a connected app or detached working offline?

What Mobile analytics will you require? At the business intelligence level?

At the user behavioral level?

What application management will be required?

What content management will be required?

What specific security risks come with your Mobile product?

What privacy concerns are there?

What Mobile identity management system will you use?

What Mobile device management will be required?


60


User’s ecosystem impacts:

Connected ecosystems are becoming more complex and tipping expectations for association between web and Mobile, home and work, public places and cars, TV and other media, etc.

When you introduce a Mobile product to a user’s ecosystem how will it impact their expectations? Will they expect it to replace a current functionality? Augment the existing functionality? Compliment the current functionality?

There could be unexpected and unintentional side effects of Mobile on human perception, cognition, social and physical behavior. E.g.

Smartphone use while walking causing more accidents than while driving.*


61


http://researchnews.osu.edu/archive/distractwalk.htm

Revisiting Mobile First STRATEGY vs. Mobile Only STRATEGY


Vs.

Mobile Only STRATEGY


62


Revisiting Mobile First vs. Mobile Only

Where have we gone today?

Clarified some of the terminology around Mobile First which should help your teams streamline their discussions.

Reconsidered the versus question and put Mobile strategy choices in context and realized we’re being asked the wrong question.

Avoided some common Mobile pitfalls.

Suggested some tools to add to your Mobile Strategy decision making.

Now let’s put this in practice. I’ve prepared two examples but lets hear from you.

Please share examples of Mobile Strategy decisions from your context.


63


Summary

Pitfalls

Unconscious Decisions

There’s a train coming – JUMP ON

Metooism

Field of Dreams

Pressure

Creating a Separate Mobile Team

Tools

Care / Goals

Critical Question: SAD Test

Critical Question: Four P’s

Critical Question: Why Mobile at all?

User Insight: What do you know

User Insight: User needs

User Insight: Willingness to adopt

User Insight: X-format expectations

User Insight: Unique Tasks

Capabilities

Ecosystem

© Kall Consulting LLC 2015 64 info@kallconsulting.com

Examples



65

Example 1: Start-up – iPhone app for sports coaches

An iPhone app for sports coaches to improve their team’s performance

• Improve accuracy and timeliness of coaching feedback

• Film practice and games with iPhone

• Analyze plays and performance

• Send individual players written feedback and video clips to their iPhones

• Track metrics to measure improvement over time

Proposing:

• Mobile Only STRATEGY

• App

• iOS, specifically iPhone


66


Example 2: Enterprise – Convert salesforce tools from laptop to Mobile

Convert current salesforce tools from laptop (Desktop Only) to tablet and phone.

• Improve salesforce response time and productivity by making customer data available to them on Mobile.

• Profiles of Customer

• Purchase history of Customer

• Order forms

• Estimators and permissible customer-specific discounts

Proposing:

• Mobile First STRATEGY (Phone, Tablet, then Desktop)

• Mobile First DESIGN

• Web app

• Remove current Desktop Only capabilities


67


Thank you to influencers

Susan Winslow – Kall Consulting team member

Keith Instone – Kall Consulting team member

Ben Callahan – development colleague @ Sparkbox

Ricardo Zea – freelance development colleague


68


Mobile Data References http://www.internetsociety.org/news/internet-society%E2%80%99s-2015-global-internetreport-mobile-key-fulfilling-promise-internet http://mashable.com/2011/11/10/smartphone-multi-tasking/#88bSPO7lsiqj http://www.slideshare.net/BrickfishChicago/infographic-responsive-slideshare http://www.emarketer.com/ http://www.edisonresearch.com/ http://www.socialmediatoday.com/ http://www.nielsen.com/us/en.html

http://www.kpcb.com/ http://www.pewinternet.org/2015/10/29/technology-device-ownership-2015/ http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/


69


References – Additional Reading

• “Mobile First” Is An Obsolete Strategy < https://www.linkedin.com/pulse/20141119173631-3575239--mobile-first-isan-obsolete-strategy?trk=pulse-det-nav_art >

• 2015 Internet Trends http://www.kpcb.com/internet-trends

• Beyond being responsive, a mobile first strategy < http://www.slideshare.net/internet-inspired/beyond-beingresponsive-a-mobile-first-strategy?next_slideshow=2 >

• Distracted Walking: Injuries Soar for Pedestrians on Phones

< http://researchnews.osu.edu/archive/distractwalk.htm

>

• Global Internet Report Mobile < http://www.internetsociety.org/news/internet-society%E2%80%99s-2015-globalinternet-report-mobile-key-fulfilling-promise-internet >

• Mobile Development Report http://www.ibm.com/smarterplanet/us/en/centerforappliedinsights/article/mobiledevelopment-report.html

• Mobile First Case Study: Silvercar < http://www.slideshare.net/theresaneil/mobile-first-silvercarcasestudyfinal >

• Mobile first. Luke Wroblewski < http://www.slideshare.net/pob1970/mobile-first-lukew?next_slideshow=1 >

• Mobile first? Mobile only? What it really means to go mobile < http://www.infoworld.com/article/2611417/mobileapps/mobile-first--mobile-only--what-it-really-means-to-go-mobile.html

>

• New, improved and failed. http://www.forbes.com/2010/03/21/microsoft-sony-exxon-apple-coke-ford-xeroxcondenast-cmo-network-brand-flops.html

• Pew Technology Device Ownership: 2015 http://www.pewinternet.org/2015/10/29/technology-device-ownership-

2015/

• Pew US Smartphone Use 2015 http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/

• Smartphone multitasking < http://mashable.com/2011/11/10/smartphone-multi-tasking/#88bSPO7lsiqj >

• The Many Faces of ‘Mobile First' < http://bradfrost.com/blog/mobile/the-many-faces-of-mobile-first/ >

• Why 'Mobile First" may already be outdated < https://blog.intercom.io/why-mobile-first-may-already-be-outdated/ >

• Why Mobile First? 2014 Trends, Statistics and 10 Benefits of a Responsive Website

< http://www.slideshare.net/BrickfishChicago/infographic-responsive-slideshare >


70

Thanks

I hope you are leaving here today thinking differently

.

Thank you for listening and joining in.

Darren Kall


71


Presentation

My goal today isn’t to get you to agree with me,

I just want you to leave thinking differently.

1.

I’m going to introduce and limit the topic

2.

I’m going to describe pitfalls and tools for

Mobile Strategy decision making for us to play with

3. Then I want examples from your specific corporate context and goals to test the tools

– like a mini-workshop

Introduction & Limits

Clarifying confusing terms

Mobile First

Desktop First

Users First

Content First

GOALS FIRST

Mobile Only

Desktop Only

App Only

Desktop SPECIFIC

Mobile SPECIFIC

Mobile First EXPOSURE

Mobile ONLY USAGE

Mobile ONLY EXPOSURE aka Mobile

Dependent

Native app

Web (site) (app)

Responsive Web Design - RWD

Adaptive Web Design - AWD

Screen-scraped Mobile

Mobile First vs. Mobile Only

Native app vs. Mobile Web app/site

Mobile Full-featured vs. Dumbed-Down Mobile

Mobile First DESIGN vs. RWD

Mobile Only vs. RWD

Native app vs. RWD

iOS vs. Android

Mobile Website vs. Mobile App

Mobile vs. Desktop

…

To help distinguish the different meanings of Mobile First

I’m going to use a naming convention in this talk

Mobile First DESIGN

Mobile First DEVELOPMENT

Mobile First STRATEGY

Mobile Only STRATEGY

You’re asking the wrong question

This question shares a common issue with other persistent “versus” questions:

They misdirect us to start our thinking in the wrong spot.

And that makes the decision difficult.

To make the decisions easier the questions you should be asking are:

“What do I care about?”

“What are my goals?”

Then the “versus” questions become much easier.

And if you clarify specifically what you want, and what your higher-order goals are

Then the question might not be a

“versus” question at all…

There is no one single answer to the

Mobile Strategy question that is the best answer for all situations and which will endure over changing conditions.

Pitfalls & Tools

Me too ism

What do I care about (in Mobile)?

What are my goals (for Mobile)?

Knowing what you care about in Mobile (and what you don’t care about), and having clear, thought-out, high-level, goals is the best way to streamline your Mobile Strategy decision making.

What do you know about your users?

What do you NOT know about your users?

With a profound user knowledge you can answer the question of the business value of spending money on a Mobile solution

For this user

Doing this task

At this time

In this place

In this way

Nothing exists alone.

Consider that your Mobile product will exist in an ecosystem and have impacts on other elements in that ecosystem.

Examples

I hope you are leaving here today thinking differently

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