#needtoknowmobile Marketing with @MegFitz & @Meislonmobile


Course Dir­ector, Julia Shalet with Meaghan Fitzgerald

We hosted a Meet the Experts Round Table dis­cus­sion at #SESLon con­fer­ence this week on Mobile Mar­keting with our tutors Meaghan and Alex. It was an inter­esting session as each come from a dif­ferent back­ground: Meaghan is all about mar­keting a mobile product and Alex is about how brands best use mobile as a mar­keting channel. I asked them about their most inter­esting ques­tion and here is what they said:


Alex talked about the leading Spanish busi­ness school who despite being able to show that half their website traffic was on mobile, were still having trouble con­vin­cing their middle-aged MD to develop the mobile channel. The nub of his advise was to take him out and about, to watch what real people out there are doing on their mobile — classic is to go on a bus and just watch. At The Mobile Academy, being user-centred is one of our core prin­ciples and we know that the best way to back up an argu­ment is to connect decision makers dir­ectly with end users so that they can see what is hap­pening for them­selves. Let users do the talking.


Meagan also had a similar ques­tion — about how to get budget assigned to devel­oping the mobile channel. Her answer was that you do not want to create a “mobile strategy”. Instead, mobile access and channel devel­op­ment should be part of each mar­keting budget line — it should part of direct mar­keting; advert­ising; acquis­i­tion and so on. Users are mobile; there­fore all the ways to reach them also need to be mobile optimised.

Thanks both — you are truly #need­to­know­mobile industry experts! Meet them and our other tutors on our next pro­gramme, starting March 25th — May 27th. You can register here

Finding developers #needtoknowmobile from Alastair Moore

Here is a ques­tion that I seem to get asked reg­u­larly. I picked up this list from Alastair @latticecut (our Course Founder) and thought it was too good to keep to myself!

and remember to post on your own website, and “Jobs” link in your company email footers…

Alastair (right) pictured here with chum & fellow tutor  John Spindler, of Capital Enterprise.

Alastair (right) pic­tured here with chum & fellow tutor John Spindler, of Capital Enterprise.

Thanks Alastair — you are truly #need­to­know­mobile!  The next academy runs from 25th March — 27th May — you can register here

Our 3rd academy is over

Thank you to a won­derful group of par­ti­cipants and tutors for making a great 3rd academy. Here are some highlights:

Get ready for Drop in Night, 28th November

Lisa Devaney, PR Expert, with Robyn Exton of Daatch, Spring 2013 Programme

At Drop In Night you will each be able to select 3 x 20 minute ses­sions. This will be on a first come first serve basis from 6.20pm — so depending on what time you arrive, you may not get your first choices.

To make the most out of Drop In Night:

  1. Take a look at the list of experts (check out the Who’s Who) and think through who you most want to get a session with
  2. Prac­tice your elev­ator pitch — with only 20 minutes, you want to get to your ques­tions as quickly as you can
  3. Con­sider teaming up — perhaps you have the same ques­tion as someone else and you can share ses­sions … more bang for your buck
  4. If you do not want any advice, ask others if you can sit in on their sessions

Here are the list of sur­geries on offer:

Priya Prakash — Design
Jo Rabin — Tech & Busi­ness Advice
Alastair Moore — Busi­ness Model & Lean
Lisa Devaney — PR
Katrina Dami­anou — Brand & Cre­ative Strategy
Chris­tian Cokson — Being agile
Tim Brooke — Design & Pro­to­typing
Sam Skelton — Legal
Viji Pathy — Android, iOS, Symbian & Web
Meaghan Fitzgerald — Mar­keting
Ann Zit­ter­kopf — Building a Busi­ness
Charles Brookson — Security
Helen Firth — Online Per­sonal Profile Building
Salman Sadiq — Boot­strap your startup in 20 mins
Kieran Gut­ter­idge — Building Apps
Tim Closs — Building Cross Platform


What leads…users or technology? #needtoknowmobile musings by Product Doctor, Julia Shalet

Is there such a thing as a totally new idea, or is everything a “better” way of doing what you already do?

When you strip it back to basics, tech­no­logy gives us a faster, better quality, more fun way of doing some­thing that we already do. Take flying for example, people always trav­elled and taking a plane enables them to their des­tin­a­tion faster.

I was musing on this hypo­thesis during a Mobile Data Asso­ci­ation / ICT KTN event and a number of salient points came up:

We should not be technology-led, but user-led – right? The user need must come before the tech­no­logy solu­tion… I suggest not always — if you put the tech­no­logy out there, without being too pre­scriptive, people will show you what they use it for. That is being user-led too.A recent survey by Deloitte asked UK users “What is the killer app for 4G?” They all said that it would improve what they already do – with watching video ranking as the obvious highest answer.

SMS – perfect case in point; Twitter, created as an internal tool is now used for all sorts of things: a better way for celebs to create rela­tion­ships with their fans; a faster and per­son­al­ised news channel; a fast and cheap way to market an event … the list goes on.

And now, the buzz is wear­able tech­no­logy. Tech­no­lo­gists will tell you that micro­pro­cessors have been embedded in rings for decades. So they cry – “Google glass – what are the user cases?” Why do I want to see aug­mented reality as I am walking down the road? How will it make my life better?

And what about smart watches? As one of the speakers from Quo­circa pointed out, it can’t just be a smaller screen version of what I already have… so let’s think about the prac­tic­al­ities of screen size – and of being able to get inform­a­tion by looking at your wrist rather than getting your phone out. So it smacks of con­veni­ence and I for one, do not use my phone on the street any more, since my brand new Samsung was taken out of my hand. So will it be good for noti­fic­a­tions? Reminders? Delays on your train / next train leaving in 5 mins? A new Email from someone important? Is a watch face big enough to see pho­to­graphs? Weather warn­ings — expect a down­pour in 5 minutes, special offers from retail you are walking past, oh and games of course…well we had those in the 1980s….

Martin Garner of CCS Insight gave us a great state­ment based on their Mobile Internet User Report research they carried out “People grow in to their smart­phones” – so they have shown that before buying a smart­phone people don’t have a full idea of what they’ll do with it– within the first 18 months, their usage grows as they dis­cover more they can do with it. Exactly my point.



Most of us now have an “orgy” of devices (one of the speaker’s terms, not mine!) and we were given some great insight around how people are using mul­tiple devices. Two terms were offered to describe user beha­viour on mul­tiple devices:
1. “Multi-tasking” – we are doing dif­ferent things on dif­ferent devices at the same time.
2. “Media-meshing” – where there is real time link between the dif­ferent things that you are doing – they are related activ­ities.
With mul­tiple con­nected devices, beha­viour is chan­ging and expect­a­tions are rising; in the morning, the mobile phone is pre­dom­inant as people travel to work; during the day it is the laptop and at evening, the tablet.

So here it is – tech­no­logy advances – we have mul­tiple devices and our beha­viour is chan­ging – so what oppor­tun­ities are created by this? People are showing us what they are doing with new technology…so we back­track and now can work out ways to proliferate …

Another great concept was intro­duced, this time by CSS Insight: “Appi­fic­a­tion” early indic­a­tions that users are now expecting an App to be sup­plied with a pur­chase. It is now assumed that most people have a smart­phone and digital natives that have grown up with a smart­phone are now moving in to senior jobs – so their first thought will be to create an app for a loyalty scheme, expenses systems and so on – it is a natural way for them to think. So we are hitting a tipping point? Will we have an App for everything? There was also the sug­ges­tion that users are starting to expect when they buy things that they come with an app.

So here’s where I end up: People are showing us how they are using tech­no­logy. We have to put it out there in order to see what people will do with it. The trick is in getting close enough to users to identify changes in beha­viour that give us, as innov­ators, the clues on what we should do next.

HTML5 #needtoknowmobile with Bruce Lawson

Bruce is now a serial tutor at our academy and this time around we got him all the way over to Earls Court to deliver his session to our par­ti­cipants plus a rather large number of droppers-by.

Here is an inter­view that our buddy Mark Bridge at The Fonecast carried out in honour of our #need­to­know­mobile series. Huge thanks to Bruce and to Mark for the insights.