Code mobile strategy framework

One billion smartphones

by 2016

Mobile apps grow from $6 billion market

today to $55.7 billion

by 2015

Source: Forrester (various)

Mobile Internet Usage

surpasses desktop in

2014

Mobile is HUGE!

Source: iAcquire / Google

Mobile behaviour is a key indicator of intent to purchase

Source: Google/TNS

Mobile optimised UK e-commerce sites

• The Opportunity in Mobile is Huge

• But brands’ mobile presence is often fragmented, sub-optimal and disjointed

• There are lots of reasons for this – Legacy of campaign focussed delivery – Too much focus on tech – Evolving understanding

• “Minimum pride” is a set of must-haves that each brand’s mobile

presence must deliver

• It is also a framework to help brands and their partners develop an effective Enterprise Mobile Strategy

Web sites optimised for all mobile devices

Search plan accounting for mobile search

Content strategy which reflects specific needs and

opportunities of mobile usage - includes earned &

paid media as well as owned

Technology architecture which embeds mobile into

client's overall IT architecture

A repeatable implementation /

publishing method for mobile apps & web

Consistent social integration methodology

Consistent data management plan

Mobile integrated into the customer journey - e.g. TV

as gateway to mobile experience

A 'Close' path for mobile

• The brief

• IMAGE

• Who?

– Are our audience?

• What?

– Do we want them to do?

• Why?

– Would they want to do it?

• How?

– Do they use mobile now?

• Personal? – How will this be a personal,

relevant experience?

• Optimised? – What data do we have to optimise

this experience? – How is the experience optimised

for the device? – How does it account for location?

• Discovery?

– Search? Push? How do I get to the content?

• Social?

– What content do I want to share? – How do I share it?

• How? – Do I buy?

• Immediate?

– Is buying friction-free?

• Real-world? – How do we connect mobile

experience to real world points of sale?

• Optimised?

– How are we capturing sales conversion?

– How are we testing strategies to improve this?

• Platform? – Native? mWeb? Hybrid?

• Data?

– What are we capturing? How are we storing & using?

– Test & learn strategies?

• Eco-system? – What existing technology

resources can / should we leverage?

– Enterprise standards? – Cloud based services? – Support process

• Enterprise level mobile strategy – Consumer/Communication

– Technical

• Multi-platform, multi-regional development resources

• Culture of agency partnership

Native Hybrid Web