Will Your Business Survive Mobile?

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First Name

Last Name

How many people go to bed with their smartphones?

10% - I know I certainly don't

50% - My partner does and I don't like it

70% - My phone is also my alarm clock, how would I wake up without it?

How much value do people put on their smartphones?

$60 - The price of a good meal

$600 - The price of a new computer

$6,000 - Wait that's my mortgage!

Mobile is _ % of global GDP?

1% or less - Let's be real, mobile is an emerging technology for geeks

Between 1% and 4% - Most people around me have a smartphone, but they hardly buy anything on it

5% or more - Mobile is creating a new gold rush, we're only at the dawn of this revolution

What is your company doing in mobile?

Where to start... What isn't mobile in our company?

Not sure, maybe a bit of mobile advertising

We have an app (or are building one)

Mobile products must be beautiful, but how do you define their beauty?

I know it when I see it - beauty is a visceral reaction, not a checklist of criteria

It's defined by the Birkhoff formula: M=O/C - beauty (m) is creating order (o) out of chaos (c)

It's all of the above - beauty in mobile is a combination of efficiency and "wow"

Beautiful mobile products pass the so-called Thumb Test, what does this mean?

It's like liking on Facebook - beautiful mobile products are hip, people like them

It's like listening to Pandora - thumbing songs up or down to create your own radio station is the ultimate simplicity at the tip of your thumb

It's like using Touch ID on iPhones - great mobile products protect our data, they keep things that matter private

Successful mobile products are the ultimate personal devices. They need permissions to access our address book, send push notifications, etc.

No way! I always say no to annoying requests for permission. Maybe I miss out, but at least I don't get spammed

Absolutely! Everyone should trust apps because they have gone through thorough quality controls before hitting app stores

These permissions should be earned. Besides, mobile companies need to ask their users for them in context, only when it's relevant to their mood and environment

Privacy is a big concern on mobile

Absolutely – my customers are Baby Boomers. They are really uncomfortable sharing personal information on mobile

Depends – what really matters is that mobile companies be very transparent about what data is collected and how it's used. It's a matter of business ethics and culture

Not true – my customers are Millennials, digital natives. They know their information is out there and aren't concerned with privacy very much

There are over 300 tools that help companies capture and track data on mobile. However, only a small subset are needed.

Attribution tools are the most important ones – they enable companies to save money and be efficient with their marketing dollars. They play the role cookies play on the web

Analytics tools are the most important ones – they allow teams to understand how people use their products. They make it easy to improve customer satisfaction and engagement

Both analytics and attribution tools are needed. To succeed in mobile, companies need to attract customers that will love their service, and they need to do so cost effectively

Many mobile products measure their NPS score, or Net Promotor Score.

We measure NPS but I’m not sure it's useful - it's hard to move it no matter what we do

Improving NPS is central to what we do – we pay special attention to the comments we get, not just the score itself

Not sure what NPS is – we mostly care about how much traffic we get on mobile

Oops!