Download - Mobile seminar kom_i_gang_insilico
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KOM GODT I GANG
MOBIL INVESTERING?
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✦ First of all✦ And then✦ But remember✦ And of course✦ Cras molestie sodales ✦ Sed nisl felis✦ Viverra ut pretium quis
SÅDAN KOMMER DU IGANG
- Mobile insights 2013- Hvor skal data bo?- Målgruppen- Kontekts- Organisering- Proces- KPI’er- Budget- Drift & Optimer- Buzzwords mobile 2013- Mobil tjekliste
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“Hvis et website er et supermarked, så er er mobilt website 7-eleven”
Komprimeret, men der er hvad du har brug for...
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“Hvis et website er et supermarked, så er er mobilt website 7-eleven”
Komprimeret, men der er hvad du har brug for...
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INSIGHT DK 2013
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65 % af forbrugerne starter her...
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C20 & TOP BERLINSKE GULD1000
Desktop only84%
Mobile16%
C20
Desktop only83%
Responsive2%
Mobile15%
Guld1000 - Top 200
Desktop only80%
Resonsive2%
Mobile18%
Guld1000 - Top 100
Mobile Responsive Desktop only
UPDATED JAN 2012
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START ALTID MED DET KEDELIGE FØRST...
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Complexity
TIME TO MARKET CUSTOMIZED
KOMPLEKSITETEN
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3 VIGTIGE OMRÅDE AT AFDÆKKEETABLERING
DEPLOYMENT/OPDATERINGSIKKERHED
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ETABLERING
- Enterprise konto // Standard konto
- Enterprise app store
- Regler for en enterprise app store
- Bureaukrati og ventetid
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DEPLOYMENT OG OPDATERING
- Distribution af app’en
- Appstore // Manuel distribution
- Opdatering af mobile web (CMS)
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SIKKERHED
- Sletning af data og brugere
- Udveksling af data
- Opbevaring af data
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MÅLGRUPPEN
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MÅLGRUPPEN
- Afdæk den
- Del dem ind i segmenter/personas
- Hvad er deres vaner og behov
- Hvordan ser min optimale “path-to-conversion” ud
- Hvor møder de os (touchpoints)
- Hvordan & hvorfor møder de os (kontekts)
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MÅLGRUPPEN
Spørg dem...Lyt til dem...
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KONTEKST - BRUGSSITUATIONEN
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MIN BRANCHE
- Hvor mobil-logiske er vi?
- Hvor forretningskritisk er min mobile tilstedeværelse?
- Nu
- Om 6 måneder
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Dansk Autohjælp Dansk Autohjælp Dansk FolkepartiDansk Folkeparti
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✦ First of all✦ And then✦ But remember✦ And of course✦ Cras molestie sodales ✦ Sed nisl felis✦ Viverra ut pretium quis
... OG TRENDS - HVOR BEVÆGER MARKEDET SIG HEN?
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HVAD VED VI ALLEREDE NU
• 71% of mobile users expect mobile site to load as fast as a desktop site.*
• 57% would not recommend a business with a bad mobile site.*
• 40% have turned to a competitor’s site after a bad mobile experience.*
• 60% of danish smartphone users have multiple online sessions during one day. Compared to 64% on a desktop.**
• 65 % starter deres online aktivitet via mobilen (Onboarding)
• 19 % kvalificer deres køb via mobilen - 12 % ændrede holdning i butikken
• 35 % har foretaget et online køb på telefonen - 50 % gør det regelmæssigt
*Sources: Compuware, “What Users Want from Mobile,” 2011 - http://www.howtogomo.com/en-gb/d/why-get-mo/** Source: Our Mobile Planet - Link
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VALG AF LØSNING
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ORGANISERING & FORANKRING
- Hvem?
- Hvordan?
- Hvornår?
- .....finansering
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SALG &MARKETING PRODUKT
KUNDESERVICE
Værdi
Ny salg
Mer salg
Op salg
Udvikling
Servicedesign
FastholdelseLoytalitet
Content
Selvbetjening
Brugerdrevetprodukt
Brand
KendskabPræference
MOBILE
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= bye, bye silo...
SALG &MARKETING PRODUKT
KUNDESERVICE
MOBILE
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Kompetencer
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PROCES
- Agilt?
- Fastpris?
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PROJEKTMETODE
ACCEPT TEST
IA
BACK
END
FRONTENDDESIG
N
PRODUCTION
- Daily standup
- Demo, sprint review and retrospective
SPECIFICATION
- Establishing a backlog
- Top level IA
- Design Concept
- Platform specification
- Planning Game
- Master Plan
- Sprint planning
ANALYSIS
- Kick-off / KPI Workshop
- Use case camp
FINISHEDPRODUCT
- Training
- Project closure
- Planing of the next phase
- Get insights / use insights
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DEFINER KPI’ER - PRIORITER DEM (CONTENT)
The Classic:
- Time On Site
- Unique Visitors
- Top Keywords
- Top Content
- Goal Conversions
The Mobile Centric:
- Device types
- Use of specific mobile features (ex. GPS, call ect)
- User flow
- Platform differences
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M APP M web
KPI’erne er de samme:- Køb billet- Se afgange- Driftstatus
M web
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BUDGET
DDK DDK
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Vær realistisk
Lille skærm ikke = lille budget
Tænk på impact
DRIFT
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MÅL, OPTIMER, MÅL, OPTIMER...
$
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TJEK APP REVIEWS
Before After
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THE BUZZWORDS TO REMEMBER FOR 2013
- M-Commerce
- Lokation
- Kontekst
- Globalt
- Geofencing
- Kannibalisering
- Passbook
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MOBILE BEST PRACTICES
Keep it Quick
Simplify Navigation
Be Thumb-Friendly
Design for Visibility
Make it Accessible
Make it easy to convert
Make it Local
Make it Seamless
Use Mobile Site Redirects
Listen, Learn and Iterate
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DU KAN VINDE
çGoogle Think & Cambridge University, 2012
Kun 17 % af alle virksomheder har en mobil strategi
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SPØRGSMÅL