Chris Silva, GSMI Mobile Marketing Strategies Keynote, 2011
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Mobile Marketing Strategies SummitDecember 7, 2011
Chris SilvaIndustry Analyst, Mobile
Creating An App For That: Choosing Your Mobile Strategy
© 2011 Altimeter Group
Mobile Is Increasingly Users’ Preferred Computing Platform
© 2011 Altimeter Group
© 2011 Altimeter Group
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The cost, technology and utility of smartphones drives their majority among
mobile phones.
The average Android device owner spends nearly 1.5 hours daily actively interacting with
their handset.
© 2011 Altimeter Group
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Barriers To Mobile Adoption Come Crashing Down
* Source: Nielsen** Source: Gartner*** Source: Pyramid Research
$.08 Effective cost/MB
Q1, 2011*
$.14 Effective cost/MB
Q1, 2010*
© 2011 Altimeter Group
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Barriers To Mobile Adoption Come Crashing Down
* Source: Nielsen** Source: Gartner*** Source: Pyramid Research
$.08 Effective cost/MB
Q1, 2011*
$.14 Effective cost/MB
Q1, 2010*
512MHz processor, single core§
1+GHz processor, dual core
© 2011 Altimeter Group
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Barriers To Mobile Adoption Come Crashing Down
* Source: Nielsen** Source: Gartner*** Source: Pyramid Research
$.08 Effective cost/MB
Q1, 2011*
$.14 Effective cost/MB
Q1, 2010*
1.5B Forecast smartphone sales,
2011***
172MSmartphone units
sold, 2009**
512MHz processor, single core§
1+GHz processor, dual core
© 2011 Altimeter Group
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Mobile interaction becomes deeper, more ingrained
This was 37% in May, 2011, and 40% in June,
2011
© 2011 Altimeter Group
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People can’t buy smartphones fast enough
iPhone 4s: 4M devices in its first weekend, bests Kinect as fastest
selling device ever!
© 2011 Altimeter Group
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Tablets are quickly following
Apple’s iPad sold at a rate of 14.8/hr on Black Friday 2011. The pile – if stacked – would be measured in miles.
© 2011 Altimeter Group
Holiday will be a big test for mobile strategy as device dependency increases
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Almost half of holiday shoppers in 2011 will be looking for last minute
stores and gifts via mobile, will you be there?
© 2011 Altimeter Group
“Getting To Mobile” Isn’t A Strategy
© 2011 Altimeter Group
© 2011 Altimeter Group
Mobile Strategy Takes One Of Three Paths12
• Target: Buyers• Goal: Drive revenue and transactions• KPIs: Registered Users, Average PurchaseEnrich
• Target: Shoppers, New Contacts• Goal: Drive brand affinity, consideration• KPIs: Engagement, amplification, goodwill
Engage
• Target: Internal constituents and trusted partners
• Goal: Secure use of information on mobile• KPIs: Productivity gains relative to function
Entrust
© 2011 Altimeter Group
For brands and retailers: look at the entire buying experience
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© 2011 Altimeter Group
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© 2011 Altimeter Group
Enrich: Driving revenue through mobile transactions15
© 2011 Altimeter Group
Customer facing apps, look at the entire experience16
Enrich
© 2011 Altimeter Group
Enrichment done right, over 3M have paid with Starbucks mobile app
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The mobile card program was tested in 2009, and found to be
the fastest way for customers to pay. It’s
available at 9000 stores. Customers purchase credit via
PayPal or credit card.
© 2011 Altimeter Group
Enrichment done wrong, playing up the limitations of mobile
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Users must download all catalog content, a
situation exacerbated when relying on a carrier
network vs. wifi
© 2011 Altimeter Group
Complexity of task increases complexity of rollout, deepens ROI
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Taking data like credit card info from the field introduces more
complexity and security requirements for the mobile
device, how it is managed and how information is transacted.
© 2011 Altimeter Group
Com
plex
ity
Return
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Complexity and return mirror feature depth
© 2011 Altimeter Group
Com
plex
ity
Return
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Complexity and return mirror feature depth
• Exploratory• Existing content• Non transactional
© 2011 Altimeter Group
Com
plex
ity
Return
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Complexity and return mirror feature depth
• Interactive, multi channel• Heavily transactional• New content
© 2011 Altimeter Group
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© 2011 Altimeter Group
Engage: Driving customer interaction via mobile interaction
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© 2011 Altimeter Group
Customer facing apps, look at the entire experience25
Engage
Engage
© 2011 Altimeter Group
Engagement done right: North Face utility app Snow Report (and Trailhead) engage with its target
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Snow Report users view weather and snow
updates, as well as tweets from and about their
favorite resorts.
© 2011 Altimeter Group
Engagement done wrong: Longhorn Steakhouse puts customers behind the grill, but not in the restaurant…
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Users can flip a steak to their desired temperature, and hear it sizzle!
… but they won’t find restaurant locations, links to the company website, menus, Q&A, contact us, etc.
© 2011 Altimeter Group© 2011 Altimeter Group
Choosing A Winning Strategy
© 2011 Altimeter Group
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3 Paths To Mobile Strategy, Which Are Yours?
© 2011 Altimeter Group
Enrich or Engage: choose your path30
© 2011 Altimeter Group
Choose the path you’re seeking to engage with customers – enrich or engage
• Develop a go-to-market based around user interaction and addressing user pain;
• Develop metrics that match those interaction/pain points, number of downloads is irrelevant;
• Understand the areas of impact for your business, establish a baseline and look at app-unique behaviors.
Iterate and expand
• iOS, while popular, is not the only game in town by far
• Cross-disciplinary teams make winning strategies
What is the endgame?31
© 2011 Altimeter Group
Upcoming research: Altimeter app scorecard32
Category Sub Elements Potential Score Ranking*
Application Features
Platform and device support, localization, inbound media, multimedia, social
35 points Average score: 9.06
Application Strategy
Future feature support, future platform support, application development iteration
25 points Average score: 6.05
Application Impact
Registered users, net new revenue, cost of development
15 points Average score:
N/A
* Averages reflect some incomplete information due to NDA
© 2011 Altimeter Group
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Upcoming research
Santa’s Little Helpers: Mobile Retail Strategy For Holiday 2011
Publishing December, 2011
Entrust: Finding Partners For B2B Mobile Success
Publishing March, 2012
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THANK YOU
Chris Silva
Industry Analyst,
Mobilecsilva@altimetergroup.com
makemobilework.com
Twitter: 802dotchrisGet my research on my blog:
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Altimeter Group is a research-based advisory firm that
helps companies and industries leverage disruption to
their advantage.
Visit us at http://www.altimetergroup.com or contact
info@altimetergroup.com.
ABOUT US
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