Mobile has now become such an integral part of how we live that, for many people, losing a cell phone is like losing a limb. Everybody knows mobile is the future, and every business wants in, but what are the elements of mobile success?
SC Moatti, a Silicon Valley veteran who was an executive with Facebook, Trulia, and Nokia, gives businesses and professionals simple ways to thrive in this modern day “gold rush.” More than a book on technology, this is a book about human nature and what matters most to us.
Moatti shows that because mobile products have become extensions of ourselves, we expect from them what we wish for ourselves: an attractive body, a meaningful life, and a growing repertoire of skills. She has created an all-encompassing formula that makes it easy for any business to develop a strategy for creating winning mobile products.
Her Body Rule dictates that mobile products must appeal to our sense of beauty—but beauty in a mobile world is both similar to and different from what it means offline. The Spirit Rule says mobile products must help us address our deepest personal needs. And the Mind Rule explains that businesses that want to succeed in mobile need to continually analyze the user experience so they can improve every iteration of their products.
Moatti includes case studies from mobile pioneers such as Facebook, Uber, Tinder, WhatsApp, and more. The market is full of how-to books for programming apps, but no works examine what is required for success in the mobile era. Until now.
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About the Author
SC Moatti is a mobile veteran from Silicon Valley and a recognized thought leader on mobile, innovation, and leadership. While serving as an executive at mobile pioneers such as Facebook, Trulia, and Nokia, Moatti launched and monetized mobile products that are now used by billions of people and have received prestigious awards, including an International Digital Emmy Award nomination. Moatti currently runs Products That Count, an organization that helps businesses of all sizes become mobile. She is a lecturer at Stanford University, where she earned her MBA and has a master of science in electrical engineering. For more information, visit www.scmoatti.com.
Nir Eyal is the author of the bestselling book Hooked: How to Build Habit-Forming Products. He is a frequent contributor to TechCrunch, Forbes, Psychology Today and often speaks at tech industry conferences for Fortune 500 companies.
Read an Excerpt
Foreword by Nir Eyal
I remember the first time I saw a URL. It was 1995, I was a teenager, and I was flipping through my hometown newspaper when I spotted a movie ad. At the bottom were the words “Check us out online at www . . .”
I had no idea what “www” meant, but being the nerd I was (and still am), I rushed to my computer. Eagerly, I waited 5 minutes for the spinning disks to boot up and weathered another 10 minutes of crashes and reboots.
Finally, I was able to type the URL into my Internet service provider’s search bar, and Prodigy promptly took me nowhere. Instead of a web page, I got an error message.
Not that it would have mattered much.
Let me remind you that 1995 web pages were truly terrible. A look back at websites of yesteryear reveals hard-tonavigate, text-laden walls of words that no one would want to interact with today.
No wonder relatively few offline businesses shifted their resources into building an online presence. It would take years, if not a decade, after the first web browser was born for businesses to realize the importance of that lowly “www.”
Today, having a website is a requirement—it’s the modern-day equivalent of hanging a shingle, announcing you are open for business.
The lesson here is that—at first—sweeping industry changes can easily be dismissed. They’re often seen as something companies can get to later on, when time allows and budgets free up. But, of course, later on often comes too late and, while laggards are still deciding what to do, their competitors are cashing in.
As of this writing in late 2015, we’re just seven years into the mobile revolution as marked by the opening of the Apple App Store in 2008—and yet what an incredibly rapid revolution it has been.
Consider this: whereas most companies just a decade ago lacked even a basic mobile presence, today entire multibillion-dollar enterprises operate only in the mobile space. In fact, many of the biggest players and service providers globally—such as Uber—only exist in mobile.
Like so many did when websites first arrived, small and medium-sized businesses today have ignored or neglected their mobile strategy. However, giving customers a way to do business with you through their mobile devices is fast becoming a necessity, as important as having a presence on the World Wide Web. Just as eagerly as I wanted to get online as a teenager to check out that particular movie’s website, your customers want to interact with you through their mobile devices. CNN reported last year that over half of Internet usage comes from mobile devices in the US—a percentage that is significantly higher in other parts of the world where mobile is the only way to access the web.1
In this book, my friend Sophie-Charlotte (SC) Moatti gets you ready for what’s to come.
I first met SC three years ago. She was working at Facebook and invited me to speak to her team. I was impressed. “I’m going mobile only,” she told me. “Trying to get my work done without a computer. I’m almost there . . .” When everyone else was still carrying around a laptop, SC was pioneering the effective use of mobile technology in ways the rest of us had yet to see.
SC recognizes the vital role mobile applications will play in our future. From her years of practice in mobile, she honed her craft and learned how to build mobile services and apps that get users engaged and keep them coming back.
In this book, she lays out the ground rules for what works and what doesn’t in mobile. She shares insights she xii mobilized gleaned working at Facebook, Nokia, and other companies to give us her unique perspective on how to, in her words, “build products that count.”
Enjoy getting mobilized!
Table of Contents
Introduction: Experiencing the Mobile Revolution Firsthand
1. The New Gold Rush
2. The Body Rule: The Best Mobile Products Operate by Beauty
3. The Spirit Rule: The Best Mobile Products Give Us Meaning
4. The Mind Rule: The Best Mobile Products Learn as We Use Them
5. The Mobile Formula in the Past, Present, and Future
Conclusion: Now, It’s Your Turn