Mobilized

An Insider's Guide to the Business and Future of Connected Technology

SC Moatti (Author) | Nir Eyal (Foreword by)

Publication date: 03/18/2016

Mobilized
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.

Read more and meet author below

Read An Excerpt

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Overview

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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Meet the Author & Other Product Contributors


Visit Author Page - SC Moatti

SC Moatti is a recognized thought leader on mobile technology, innovation, and leadership. As an executive at 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 has a Stanford MBA and an MS in electrical engineering.



Foreword by Nir Eyal

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.

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Table of Contents

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

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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!

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Endorsements

“Moatti gets what makes people fall in love with mobile. And now you get in on her formula. Business is too important to be left to luck. Ignore this book at your peril.”
—Jonathan Badeen, cofounder and Senior Vice President of Product, Tinder

“For years, we talked about the rise of mobile, but the shift has definitively happened for people and it's imperative that businesses understand how to be successful. Moatti shares valuable insights for anyone who doesn't want to be left behind.”
—David Fischer, Vice President for Business and Marketing Partnerships, Facebook

“This book is rare. It looks at mobile with an insider's knowledge and deep caring about human beings.”
—Chris Anderson, CEO, 3D Robotics, and New York Times bestselling author of The Long Tail

“Moatti brings together art, science, real-world case studies, and practical advice to help your teams make sense of and succeed with mobile.”
—Kira Wampler, Chief Marketing Officer, Lyft

“SC Moatti is a genius at making mobile products people love. In a disarmingly simple style that makes it accessible to a wide audience,
mobilized provides the key to succeeding in mobile.”
—Andrew Chen, Head of Supply Growth, Uber

“This is an engaging and thought-provoking read. The book itself conforms to the first component of Moatti's Mobile Formula: its simplicity and efficiency make it a thing of beauty.”
—James Lattin, Robert A. Magowan Professor of Marketing, Stanford Graduate School of Business

“Mobile has taken the world by storm. Moatti has written a brilliant book that should be read by anyone who doesn't want to be left behind. Get it as quickly as you can.”
—Patricia Roller, founder and former CEO, Frog Design

“A fun and practical read for everyone who cares about understanding mobile.”
—Sverre Munck, Chairman of the Board, Opera Software 

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