Delighted with our new venue and cohort!
Delighted with our new venue and cohort!
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.
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…
Thanks Alastair — you are truly #needtoknowmobile! The next academy runs from 25th March — 27th May — you can register here.
Thank you to a wonderful group of participants and tutors for making a great 3rd academy. Here are some highlights:
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:
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
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.
Tim delivered his mobile payments session for us at Apps World and gave us top tips in this interview with Mark Bridge at The Fonecast.
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.