Section 508

August 6th, 2014

Winning the mobile user in 2015

2014 has turned out to be another incredible year of growth in mobile usage across the globe and this is set to continue in 2015.

  • There will be more local searches coming from smartphones than PCs in the US. (Kelsey Group)
  • Majority of website visits already come from a mobile device. (Business Insider)
  • Majority of social traffic already come from a mobile device. 81%, or 1.07 billion, of monthly active Facebook users came from mobile as of June 30, 2014. (Facebook)
  • Mobile payments have reached mass market. As an example, Starbucks has amassed nearly 12 million active monthly mobile users in the US and Canada, generating six million weekly transactions. (Adweek)
  • Almost 30%, or $87B, of all e-commerce is expected to come from mobile devices. And that’s this year. (Forbes)
  • Next year will also be a big year for wearables. Apple alone is expected to ship 32-58M iWatch units in the first 12-months based on user base penetration of previous product. (Fortune)
  • By next year, the growing mobile work force will surpass 1.3 billion (or more than one third of the world’s overall work force). (Business News Daily)

It doesn’t matter if you are responsible for IT/Enterprise solutions, product development or marketing/sales. Mobile services will have a huge impact for everyone in 2015 and you need to have a plan. Here’s your 9-step process to win in mobile in 2015!

1. Start planning now!

Start early and make a plan based on insights, priorities, research and facts. This will take a bit longer but the reward for your business will be much higher in the end.

2. Gather research and data

  • Review how you are performing versus competitors, adjacent industries and top performers
  • Analyse your users’ behaviour based on stats and reports you have access to
  • Ask users what they need and want
  • Perform a user touch point analysis (see previous blog on The 10 Steps for mobile success)
  • Evaluate what you’ve done to date and what you could have done better

3. Make a wish list

Make a list of all the things you would like to do if there were no limitations

  • New Mobile Web and App Services
  • Enhancements to existing services
  • Mobile Use Cases based on the User Touch point Analysis
  • Invite your partners/suppliers to present ideas
  • Align with other plans (Marketing, Product Development, etc.)
  • Innovation projects

4. Prioritise

Prioritise the wish list based on the most important factors

  • Opportunity size
  • Complexity
  • Cost (high level estimate)
  • User demand

Rate each one from e.g. 1-5 for a balanced score.

5. Test the high scoring services/concepts

Do a write-up with a sketch or mock-up and test it with the target user base and stakeholders. Use whatever existing user panel testing tools you have or simply do a survey through e.g. Survey monkey. Test a few random use cases as well from the complete list as benchmarks. Refine and improve the winning concepts and retest if you’re unsure.

6. Build the marketing roadmap

Build your roadmap for 2015 with the concepts/achievements based on the prioritisation and user testing exercise and available budget. Try to split all projects in deliverables of 4 months or less rather than longer projects. Include a plan for ongoing maintenance updates based on user feedback, insights, OS and device updates and unforeseen issues.

7. Set KPIs/objectives

Set SMART goals and KPIs for the plan including

  • User engagement
  • Transactions/sales

Read more about setting KPIs and making an impact in this post.

8. Execute the plan

The plan is only the beginning. Once you have an agreed plan:

  • Brief your suppliers, partners, IT and marketing teams for Q1 and Q2
  • Include prototype testing and user testing in the time plans

9. Marketing extras (optional)

To make sure your audience and media knows about your product, you should focus on promoting it with your users and creating a healthy amount of buzz through the use of:

  • Promotion/advertising activities
  • Affiliation strategies
  • Paid, Owned and Earned media

We are always happy to help. If you want more insights on how to succeed in mobile in 2015, please contact our team.



Tags: enterprise mobility trends

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