Many mobile strategies consist of a stand-alone iPhone application. The iPhone platform is amazing, but with 35,000 applications it no longer offers the buzz or differentiation strategy many brands think it does. Mobile strategies must run deeper and go broader.
Stand-alone iPhone applications remind me of something sitting in a fishbowl for all to see, but with little connection to anything else. So, I took this photo of my cat peering into the fish bowl.
Good Technology acquiredIntercasting today. In the press release they state the goal of integrated messaging. I think they picked up great talent, too. Shawn has been one of the real thought leaders in mobile and especially around mobile social networking. Handset manufacturers have been trying - and mostly without success so far - to catch up with his vision of what social networking should be on phones.
Separately, I like the vision around messaging. Saw Palm's Pre implementation of integrated messaging yesterday - good stuff. Finally, as consumers we don't need to think about what silo'ed messaging application we want to use. Apple demo'ed similar technology to be released with 3.0 - it doesn't go as far as the Pre, but finally I can stop explaining SMS and MMS to my parents.
I look forward to seeing what they do with the technology.
First, there are several people using the mobile boarding pass - all carrying around thick, smartphone-esque devices with large color screens. Walked up to the TSA agent checking ID's. She had a machine. I just waved my cell phone in front of the scanner, and my information popped up on a single, monochrome text line. She cross-referenced with my ID, and I was on my way. Easy.
My first attempt at using a mobile boarding pass was back in December 2008 with Continental Airlines. I was flying from Cleveland, OH to San Francisco, CA. I used a PC to log in and opted to use a mobile boarding pass rather than print a boarding pass. I used a URL sent to my Gmail account to open up a web page with the boarding pass on my iPhone.
The boarding pass was easy to get on the cell phone, but hard to use in the airport because the right technology, processes and ground crew education were not in place. A mobile strategy can't stop with the design of the mobile component only - there must also be consideration and design of the processes and education for the folks interacting with the cell phone technology in the physical location.
Here is an account of what happened at the airport:
I walked up to the counter to check first if the mobile boarding pass would work. I didn't have confidence. The agent looked at me and in the most polite, kind manner said, "Honey, you need a printed boarding pass to get on that plane." I smiled as she printed out a boarding pass for me, and I thanked her for her help.
I proceeded to the security line. My phone is timed to turn off every 60 seconds. Each time I it turns off, I need to enter a security code for it to turn on. So, as I moved through the security line juggling my bags, laptop, etc., I kept tapping my phone to keep the screen lit.
We recently got our data back from our annual Benchmark survey of more than 60,000 adults in the US. The percentage who are disconnecting their home phone lines has grown tremendously. My hypothesis on most of these disconnects is that they are college students, kids just out of college sharing apartments, etc.
When my mother told me that she and her husband just disconnected, I was shocked. They have simply given up on the local fixed line company. They split their time between Ohio and Florida. The BSP's are different in each location. The BSP's (in Florida who "get this") allowing them to turn services on for six months of the year and then off again still have their business. Those which are inflexible don't. They have no home phone.
Nokia announced this morning that their new Ovi store is "open for business" and that AT&T here in the States will join the growing list of carriers supporting Ovi. This is good news for consumers. Apple has done a wonderful job of educating American consumers about all the things a high end cell phone can do. They've shown us games, fun stuff, FedEx tracking, news, sports, - the list is long. They've grown our appetite for high end devices that can do just about anything.
The N97 will come into the market this summer on the heals of the Palm Pre and maybe a new iPhone (if the rumors are true). No word yet on the pricing though we haven't seen US carriers subsidize the Nseries devices from Nokia to the extent that they have for Apple, Blackberry, Samsung, HTC, etc.
The Nokia phones have high quality cameras and mapping solutions that are excellent. There is a lot of cool content and services available through Ovi. Consumers will appreciate what they offer if they get the chance to get ahold of these devices at prices the market will support.
Here's the release:
Ovi Store Opens for Business
AT&T joins growing list of operators supporting new content service
First, I do not attempt to "break" each new implementation of a technology. It simply happens because the implementation has not been thought through. Companies rolling out new services on mobile phones need to think through the user experience. With payments this is even more important. If customers don't feel comfortable with a process they've tried, they will be hesitant to trust and return.
This experience described below is not mobile, but it involves NFC, and one can easily imagine a scenario involving cell phones which could go horribly wrong.
I drove myself to SFO (San Francisco airport) last week for a one-day business trip. I pulled up to the gate at the entrance of the parking garage to collect my ticket. Suddenly, my Speedpass "beeps." I think, "What?"
I roll down my window and there stands a parking garage attendant. She confirms that I want to use this prepaid SpeedPass to pay for my parking. (Please keep in mind that the cost of parking for one day will exceed the average balance that I carry on the card that I use to cross bridges in the Bay Area about once a month.) I tell her that I do NOT want to use SpeedPass to pay - I want to use my American Express card. (Ok, SpeedPass tied to my Amex card, but I don't want to use it this way.) She asks why as she undoes the recording of the time/date on my SpeedPass. I tell her that I am traveling for business and need a receipt. Duh? She scowls and punches a bunch of buttons on the machine so that it spits out a ticket for me.
I was watching TV with my grandmother in Colo, IA (population is under 1000 people) last weekend when a locally made TV commercial came on TV advertising mobile coupons at the local grocer - Dahl's. The channel was either ESPN or one of the local networks - I don't remember, but my grandmother only watches the news, sports, Jeopardy and Wheel of Fortune so we weren't too far down the cable long tail. Most of you probably have Tivo (or DVR) and speed past these locally made commercials - or all commercials. The commercial was reminiscent of one from local car dealers.
Anyway, I couldn't believe that they were advertising coupons on cell phones. I went to their web site, and there was a promotion to join Dahl's Mobile Club. I clicked on the link and was taken to a local radio/TV station web site that read more like a news site sponsored by Dahl's. A banner ad on that page took me to a page where I could enter my phone number and carrier. They advised me that I would receive about one text message per week with a special offer.
The coupons are being powered by Vesta Mobile Solutions. They are based in Baltimore, MD so Dahl's 12 locations in central Iowa are a bit far from home. I'm definitely curious to hear how mobile coupons are going for Dahl's. With the adoption rate so low overall, one doesn't typically imagine much uptake - if Dahl's has numbers anywhere near the national average, their real numbers would be small. However, they are advertising on TV - first I've seen so hopefully this is driving higher adoption levels for them. That is a higher level of commitment than we see from most implementing mobile coupons -
I was watching TV last night when one of Apple's iPhone commercials targeting a "persona" or segment came on TV. Love these commercials. Growing their user base requires them to move beyond early adopters.
This one was targeting small business owners. They showed credit card processing (cool!), label printing (ok, that seems hard) and FedEx shipment tracking (ok, very, very useful again and not just for small business owners). I imagine these applications get a lot more interesting with 3.0.
Who will they target next? Doctors? Sales people? Dog owners? Zookeepers? Distributors? Restaurant managers? Ok, sounds far-fetched, but why not? The vast majority of cell phones in the workplace are brought to work by the individual. Let's see more of these commercials - we all need more reasons why our employers should volunteer to pay our monthly data plans. Help us rationalize the purchase and monthly service plans with productivity applications.
If you're looking for a best practice on developing mobile strategies, take a look at what E*TRADE is doing. They had a successful launch of an application for Blackberry devices last summer. They are following that today with the release of an application for the iPhone and iPod Touch. See their press release. They have some good numbers on how well their mobile service has done to date. Forrester Research will be publishing a more in-depth analysis later this month. Stay tuned.