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Planning your mobile strategy

November 13th, 2012, by

Having read our article about selecting a mobile presence for your business, the next step is to consider your overall mobile strategy. The strategy and presence you choose for mobile go hand-in-hand, they are decisions made on a case by case basis and determined by considering your users, the type of content you present online and your business sector.

Consider your users

The primary consideration for any web project should be the users, since they are usually your customers. When considering users and your mobile strategy you should seek to answer the following questions:

  • Why will users be accessing my online content using a mobile device?
    It is to purchase a product or make a booking? Or merely to find out more about your company? Or am I providing a tool for my employees?
  • What will they be looking for?
    Will your users want to find contact details, directions, opening times? Or maybe read your latest news?
  • Is there any content from main website that they won’t need to see?
    Word documents for printing, for example, probably aren’t very relevant to mobile users
  • Are there any new features or content they’ll need?
    With a mobile app you could take advantage of device features like the camera, push notifications and GPS
  • Where will users be when using a mobile device?
    Will they be out and about? Or sitting comfortably at home? An iPad user at home may browse together with a partner, whereas a smartphone user may privately browse on the train.
  • What type of device will they be using?
    iPad users may typically be at home, and possibly connected via Wi-Fi. There could be an opportunity to present these users with a great interactive brochure?

Some of these questions can be answered by looking at your website statistics (Google Analytics for example), some from placing yourself in your users shoes. Further insight may be gained by gathering information from users via a simple questionnaire.
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