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1 posts from November 2011

November 03, 2011

3 Ways to Use Mobile Effectively

Since my last post, we've had a few major events in the mobile space.

  1. The iPhone 4s was released to the general public, and people who have been able to overlook the new phone's battery issues (apparently a software issue that will be resolved in a few weeks), they've been so enthralled by its semantic-web (or Subservient Chicken) inspired Siri that they even launched a website that highlights both its ability to recognize complex speech and its personality while doing so. 
  2. A little while later, Google announced its new new Android mobile OS, Ice Cream Sandwich, and the sound of geeks drooling could be heard around the world.
  3. Now Amazon said that it is launching a book-lending service to go along with its Prime membership (as long as they own a Kindle). It's sort of like Netflix, but in addition to movies, it also provides books. Oh, and free 2-day shipping on most of the items you can order on Amazon. Gizmodo calls it "Officially the Greatest Deal in Tech." Certainly Amazon just became more of a digital content juggernaut than it already was.

I'll have more to say on these developments later, but for now, let it suffice to say that this confirms that mobile is reaching the critical tipping point I mentioned before.

(As an aside, I can always tell when some technology reaches the tipping point when my parents start using it. RIght after they joined Facebook, the rest of the world did, even though I had been on it for about two years by the time they joined. True to form, my dad started texting me recently.)

What does this mean? It means that the best computer is the one you have on you. It means if you need to reach people, they need to be able to access you wherever they have a need for whatever it is that you sell. Finally, it means that not having a mobile strategy at this point may well be, competitively speaking, like one of those dreams where you accidentally show up to school without your clothes on ("Shoot! I KNEW I forgot something...")

So what do you do? You get your butt moving, that's what! As I'm sure I heard Seth Godin say at some point, the best time to start is a year ago. The second-best time is right now.

And it's not enough to produce any old thing. Says Jakob Nielsen, "Last year, it might have been cool simply to have an app. Now, that app better be good. Requirements have gone up."

Here are three strategies to get your brain going. By no means is this list exhaustive.

Duplication

This is when you take everything that is on your website and cram it into your mobile website, but optimize it for the smaller screen sizes. Everything can be reformatted to fit the screen, of course, but for all intents and purposes, they are carbon copies of one another.

Replacement

This is when you design a mobile experience instead and in exclusion of a desktop website. I can't think of any effective examples for this. Maybe some independent developers looking to create a killer app -- but even most (all?) realize the importance of having a website to support it. Plus, being developers, they also know how easy it is to get something credible up quickly.

Displacement

A displacement strategy is when the experience designed for each device is married to its respective strengths and divorced from its weaknesses. For instance, desktop devices have a bigger screen area that can be used to enhance navigation or display more information, but you won't have it on you when you're out with your friends wondering what is happening in the city today. Mobile phones, on the other hand, are instantly available when you need quick information, they can identify what's around you due to enormous (and growing) infrastructure support, but doing certain things, like typing, can be murder.  

Conclusion

To successfully pull off any strategy, you really need to put yourself in your audience's' shoes. Which is great if you are your own audience. If not, you're going to need to do some research. Don't skimp on this! If you don't have a much of a budget, start with some guerilla stuff. Take your small wins and build on them.

Be strategic.

Be intentional.

Be mobile.

And be quick about it, will you?

What are some of your favorite strategies for mobile implementation?

- Cam Beck