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The School of Mobile Vol. 2 - The Detail Chapter 3 - Mobile Technology and Solu�ons

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Best Prac�ce advice on the Mobile Web
Internet goes Mobile:
10 Golden Rules for Big Success on Small Screens
by Lars Hartkopf, Head of Marke�ng, Netbiscuits
Asked for the challenges regarding their mobile strategies, 34% of travel industry execu�ves
see the major challenges as related to technology, interface design, devices, and networks
(EyeForTravel Research, Mobile Technology in Travel, Report 1). The good news: Technology is
not a major hurdle any more. Based on the right so�ware pla�orm, mobile Internet services
today can equal and exceed the PC web experience of your customers. But there is more
to think about besides technology, when you are going to create your own mobile Internet
strategy. Here is some best prac�ce advice.
The following ten golden rules have proven to be very useful for our customers when crea�ng
their mobile Internet strategy. We hope they will help you, too.
1. Define your goals and expecta�ons
Don’t take the mobile Internet to be the li�le brother of the PC Web. It’s a whole new medium.
You can do pre�y much anything here: enhance customer communica�on, drive sales and
marke�ng, find new customers or retain exis�ng ones. But you have to think mobile, if you
want to do it right. So embrace fresh ideas and ask your customers for their input too.
2. Create realis�c business cases

Worldwide

ther

e are twice as many mobile users as PC users. But that doesn’t mean the
mobile Internet will double your online revenue streams immediately. The mobile Web is
s�ll in the early stages, but it is growing stronger and more widespread very rapidly. Now is
the right �me to get involved. To be successful, apply your proven online business models
first. Most of them will work in mobile as well. Secondly, think ahead your proven models.
For many users, especially in less developed countries, mobile is the first and only screen
they will ever look at. Manage your ROI expecta�ons: Going mobile today means securing
a compe��ve edge. Customer genera�on and reten�on will be the mayor outcome of any
mobile strategy. Mone�za�on via mobile transac�ons and mobile adver�zing works well,
but has not yet reached PC Web volumes. Paid content follows the PC Web experience.
Furthermore, the playground for innova�ve business models is gigan�c. So why don’t you
start your own MVNO…
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