The document provides recommendations for building separate mobile experiences for commerce and service on Dell's mobile platform, including focusing the mobile app on self-service support features and using the mobile web for product research and commerce functions accessed via links from the app. It also outlines proposed timelines and technical considerations around screen sizes, densities, and platforms to support.

1. Mobile Experience Discovery Findings
and Recommendations
February 28, 2010

2. Outline
• Executive Summary
• Recommendation
• Design explorations
• Functionality recommendations
• Tech implications
• Project implications
• Proposed timeline
• Future phase recommendations
• Next steps
• Appendix

3. Executive Summary

4. Our POV
• Adopt existing user behaviors; do not try to create new ones
• Give users what they want, need and will use. Nothing more.
• Utilize the mobile solution that best fits the user task and behavior

5. Guiding principles for mobile success
Interact with the user in his/her
current environment and leverage
location-awareness and device features
(bar-code readers, audio-visual
recorders) which deepen that
Context experience.
The simplest experience
offers an easy-to-use
interface, requires the Time-sensitive
fewest steps to achieve applications that matter to
the user’s goals, and
pushes forward
Simplicity Immediacy a user on the go now—
rather than tasks that can
relevant content while be done later on a PC.
leaving out superfluous
content.

6. Mobile Behaviors
Commerce
• Short, quick bursts of interaction
• Brand agnostic
• Consider multiple brands
• Random, one-off purchase decisions
• Shorter lengths of engagement
• Users are often multi-tasking during process

7. Mobile Behaviors
Service
• Conscious, repetitive use
• Higher engagement & trust with the brand
• Expectation around the interface ―knowing‖ the user
• Expectation for more robust services based
on perceived value of product

8. Provide service contextual to the user’s
intents and hardware conventions.

9. Don’t just take 20% of the
desktop experience

10. Contextual Content is King

11. Recommendation

12. Our Recommendation
Build a mobile solution which supports two distinct experiences--commerce
and service—within a seamless device and aesthetic execution.
- The context for a service need is fundamentally different from the context of product exploration
and research, and we expect limited user movement between the two.
- Utility and frequency of support activities will provide visibility to Dell’s commerce features and
targeted cross-sell/upsell opportunities
Service features should focus on self-service and instant access to interactive
Dell support built into a mobile app
- Reduce the steps in identifying problems and getting help is key
- Use a stored ―technology profile‖ to filter results and push relevant information
Commerce features should support decision-making and conversion, and be built into
a mobile web experience accessed via the app
- Mobile users frequently use mobile devices to research and validate prices, specs, etc.
- Critically, purchase functionality should not be the focus. Customers have expressed reservations
about completing ―big ticket‖ purchases via mobile (as opposed to PC)

13. Use the right tools at the right time
App
Purchase usually
happens right
about here
Site
Interest Engagement with Dell Ownership

14. Integration, NOT Duplication
Browse Products & Purchase
When designing an experience on a mobile device and
porting functionality from the browser, it is essential to
ensure graceful degradation of the user experience.
Check Prices & Compare Users have an expectation of functional differences in
platforms from web, to mobile, to other digital platforms.
The experience must be designed specifically for what the
Get Support user requires based on behaviors with the device, both
from a service and commerce perspective.
Device Core Robust
Capabilities Functionality Functionality

15. Mobile app and site will work seamlessly together
Mobile App Mobile Site
Utility and familiarity Shopping will be
will drive higher universally accessible
frequency of usage Service Commerce with easier
and seed the maintenance of
experience catalog content
Only contextually relevant offers based
on the product you own

16. Design Exploration

17. Functionality
Recommendation

18. Mobile app – the basics
• The primary function of the mobile app is to enhance the ownership experience
- The likelihood of an existing customer with brand familiarity downloading an app is many times
greater than a non-customer
• An experience built around support features specific to an owned device will serve as
core functionality
- Functionality will be simplified and streamlined from BRD requirements
• Limited contextual offers—related to the owned device—can be made available via the
app, but broader shopping functions will seamlessly link from the app to a browser-
based experience

19. Service Features & Functionality
Requirement BRD Mobile App Mobile Web Comments
Order Status Yes Yes Yes Is this necessary for phase I??
Product Identification Yes Yes No Manual or scanned.
Customer Identification Yes No No Native. Phase II integration with online My Account
Search support knowledge base Yes Yes No
Support Videos Yes Yes No
Search/Browse User Forums Yes Yes No
Agent Interaction Yes Yes No Voice, email
Product Manuals Yes Yes No
Product Drivers Yes No No Ruled out by tech. Exploring for Phase II
Browse support topics Yes Yes No
Access & update ―My Account‖ Yes No No Native. Phase II integration with online My Account
PC UpdatePush Notification No Yes No Opt-in. Requires setting for users to adjust
Voice Recognition Yes No No Rejected in focus groups
Receive download links Yes Yes No

20. Mobile web – the basics
• As an extension of the functionality of the existing website, the mobile web is the
natural and cost-effective solution for commerce
• The emphasis on functionality should be upon product research and comparison
- The option to buy should be available, but expectations of high mobile purchases should be
tempered, at least in the short-term
• The commerce experience can be seamlessly accessed via a browser from the Dell
mobile app
• The mobile web experience allows for significantly lower maintenance for catalog
updates, deals, search, and other features available across multiple devices

21. Why shoppers access companies via mobile
Percent of Mobile Shoppers
60%
50% Our Focus
40%
30%
20%
10%
0%
Looked Up Compared Looked Up Viewed Product Make a Find a Store Other
Product Pricing Products Product Reviews Purchase Location
Specifications
Source: Foresee Results, “Explosion in Mobile Retail Provides Opportunity for Retailers,” January 10, 2011

22. Commerce Features & Functionality
Requirement BRD Mobile App Mobile Web Comments
Home/Landing Page Yes Yes Yes
Marketing Banner Yes No/TBD No Not for Phase I possible for Phase II
Dell Company Details Yes No No Superfluous…should live on dell.com as link
Search Products Yes No Yes Key to Phase I shopping behaviors
Browsable Product Catalog Yes No Yes Includes all standard config PCs and E&A
Contextual Product Offer No Yes No
Product Details Page Yes Yes Yes Limited to contextual offers in app. Web accessible within app.
Product Gallery Yes Yes Yes Limited to contextual offers in app. Web accessible within app.
Product Reviews Yes Yes Yes Limited to contextual offers in app. Web accessible within app.
Product Comparison Yes No Yes Key to Phase I
Discounts & Coupons Yes No Yes Key to Phase I and should grow into app in Phase II
Deals Section Yes Yes Yes
Deals Push Notification No Yes No Opt-in. Only contextual
Cart and Checkout Yes No Yes Possible Phase II for accessories & related products
Save Progress No No Yes Necessary for browsing in future phases. Possible for Phase II in app
System Advisor Yes No Yes Guided version of browse capability (above)

23. Technical Implications

24. Technical implications
• Antenna’s needs and expectations
- My Account and Checkout/Cart are the two most complex tasks for Antenna.
- Antenna is expecting to get production-ready assets not PSDs (scope implications)
• Mobile web experience
- Need to explore IT hurdles and timing for commerce requirements in mobile URL
• Timeline trade-offs
- Work in parallel with Antenna in sprints. Antenna requires detail functionality and
screen layout to work in the middleware while the final design is approved.
- Antenna will have more time to implement My Account and Checkout/Cart for
Phase II

25. Screen Sizes and Densities
Low density Medium density (160), mdpi High density
(120), ldpi (240), hdpi
Small screen QVGA (240x320), 2.6"-3.0" diagonal
Normal screen HVGA (320x480), 3.0"-3.5" diagonal "WVGA (480x800), 3.3""-4.0"" diagonal
FWVGA (480x854), 3.5""-4.0"" diagonal
Large screen "WVGA* (480x800), 4.8""-5.5"" diagonal
FWVGA* (480x854), 5.0""-5.8"" diagonal

26. Platform and API considerations
Recommendation: Develop for platform version 2.2 with backward compatibility with 2.1 version.
API Level
9
4%
8
6% 7
6
Android 1.5
5
Android 1.6
32% Android 2.1
4
58% 3
Android 2.2
2
1
0
Android Android Android Android
1.5 1.6 2.1 2.2

27. Quality Assurance Implications
• Test in at least one device of each of the screen sizes and densities buckets
- 3 devices at minimum
• Test in at least one device with each of the platform versions that will be supported
- 2 devices at minimum for 2.1 and 2.2
• Test in at least top 3 US carriers
- if not physically available use third party services to virtually access mobile devices of different
carriers
As more screen sizes, densities, and platform versions are supported the more time
required for a proper quality assurance process

28. Proposed Timelines

29. Proposed timelines

30. Phase I Key Milestone Dates
Milestone Dates
Present Mobile App Recommendation February 28
Sign off on functionality, timeline. Select design & provide feedback March 3
Final design approval March 11
Home/Landing Page development March 14-March 30
Products feature set development March 15 – April 13
Product Ratings & Reviews development March 18 – April 12
Order Status development March 22 – April 15
Product Identification development March 24 – April 6
Search Support development March 28 – April 20
Support Videos March 30 – May 2
Support Community March 29 – May 4
Contact Us development April 5 – May 31
Product Manuals development April 11 – May 4
Browse Support Topics development April 13 – May 6
PC Update Push Notification development April 15 – May 10
Receive Download Links development April 19 – May 12
Reporting development April 8 – May 6
Deploy to Production June 6

31. Future
Recommendations

32. Mobile Experience Phase II
• Roll out phase I app and mobile web globally (UK, Japan etc)
• Need to review and integrate various My Account requirements and opportunities
• More fully integrate contextual offers with app, including cart and checkout
• Work with IT to address driver downloads via mobile app
• Develop strategy to incentivize and encourage downloads
• Monitor user-behaviors and adapt
• Develop Days of Deals/Blk Friday shopping specific apps

33. Anticipate evolution in the mobile space
• Smartphone adoption will continue to grow, fueling increased commerce and
support activities
- Apps offering curated shopping experiences will continue to proliferate
- Touchscreens, bar code scanners, and GPS enablement will expand functionality
• Future smartphone users will be less sophisticated than current smartphone users
- Early adopters have already committed to the platform
- Organic growth should be expected from more conservative users with a lower appetite for
discovery and who require more education and recommendations from existing users
• Mobile is no longer limited to phones
- The explosive growth of tablets, eReaders, and other connected media devices warrants the
ongoing consideration of brands in the mobile space

34. Moving forward

35. Next Steps
• Sign off on functionality & proposed timeline for Phase I
• Select design direction to focus creatively
• Begin detailed pathing and comp production

36. Thank you

37. Appendix

38. Mobile Technographics: Understanding The
Connected Consumer
• Mobile Technographics provides
the initial high-level snapshot
that shows how sophisticated
your target audience is.
• The groups are defined by the
extent to which the mobile phone
user has adopted mobile data
services, the frequency of use of
these services, and the level of
sophistication of
the mobile applications used.
September 2010 “US Mobile Technographics®: 2010”

39. Electronics shoppers over-index on mobile usage
0% 5% 10% 15% 20% 25% 30% 35% 40%
Super Connecteds
Entertainers
Connectors
Communicators
Talkers
Inactives
US Adults Online Shoppers Purchased Electronics Online
Source: Forrester Research, “Mobile Technographics®: US Online Shoppers,” February 14, 2011

40. How mobile shoppers use their devices in stores
80%
70%
60%
50%
40%
2009
30%
2010
20%
10%
0%
Accessed the Accessed a Accessed a Accessed that Accessed a
store's website competitor's shopping store's mobile competitor's
website comparison site shopping app mobile app
Source: Foresee Results, “Explosion in Mobile Retail Provides Opportunity for Retailers,” January 10, 2011

41. Screen Sizes and Densities
Low density Medium density High density
(120), ldpi (160), mdpi (240), hdpi
Small screen (240x320)
Dell XCD28: OS2.1
Normal screen (320x480) (480x800),(480x854)
HTC Magic: 5.5% USSP Dell XCD35 : OS 2.1
HTC Hero: 4.2% USSP
HTC Droid Eris:4.3% Motorola Droid: 15.4%
USSP USSP, ~30% Android
Sony Ericsson Xperia:
6.7% UKSP
HTC Desire:6.3% UKSP
Large screen (480x800),(480x854)
Dell Streak: OS 1.6
upgrades to 2.2

42. Screen Sizes and Densities
Low density Medium density High density
(120), ldpi (160), mdpi (240), hdpi
Small screen 2.3%
Normal screen 0.4% 45.9% 51.2%
Large screen

43. Screen Sizes and Densities
• Recommendation:
Low density Medium density High density
(120), ldpi (160), mdpi (240), hdpi
Small screen
Normal screen Support Support
Large screen Support
- Base on user base and phone distribution support normal screen, medium and high
density.
- Base on the nature of the project and taking the advantage that use same screen sizes
with the difference of the diagonal length support large screen, medium density.