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EADS – Corporate Communication in a Multi Device World

? ? Rainer = technical guy Adriano = mobile guy

Aperto: Who is it? From Internet Service Provider to Communications Agency – in Figures

10 Of the largest owner-managed advertising agencies in Germany

Highest share of digital services of all advertising agencies in Germany

Million Euros Anticipated turnover 2013

300 Heads at Present and growing steadily and soundly

1st Place HORIZONT Ranking 2012, Aperto with a 58% share of digital services

Top 33

Aperto: Partner for the Digital Age. Providing all diciplines for successful communication and more.

Brand Strategy

Public Relations

Print, TV, POS, Events

Mobile & Apps

Online Marketing

Web Experiences

Web Analytics

CMS Mobile Portals & eCommerce

Online Marketing

Aperto: Proven technology for our clients

Social Media Monitoring Newsletter SEO

EADS.com – Facts

§  100+ editors

§  12 tenants

§  9 supported languages

§  ~ 20.000 + pages

Features

§  30+ Templates

§  SAP HR Integration

§  Mobile channel + Export API

§  Many individual enhancements (inbox, linkchecker, campaign integration, etc.)

The digital ecosystems are changing

Mobile web usage increased last year over 40 % in Germany

0% 5%

10% 15% 20% 25% 30% 35% 40% 45%

2009 2010 2011 2012 2013

seltener mind. 1x pro Monat

mind. 1x pro Woche

täglich

Basis: Deutsche Onlinenutzer ab 14 Jahren Anteil der deutschen Onliner, die das mobile Internet nutzen Quelle: ARD/ZDF Onlinestudie

A variety of devices with various screen sizes & different performance requests The Problem: Screen Fragmentation and differing performance

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Challenge: Creating one coherent design for all device sizes

7“ - 17“

19“- 28“

Cross-platform availability has become a major requirement for digital services

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New touch interfaces and control concepts are the two sides of the same coin

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Verschiedenste Bildschirmgrößen und Geräte. Mit Touch-Bedienung auch für große Bildschirmflächen

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User´s expect content parity but optimized for mobile usage

36%

64% of those expect the same content like on the desktop website

14-19 years old Smartphone user Tablet user

of all users worry about not mobil-optimized pages

58% 59% 49%

85% 81% 76%

Source: Karen McGrane, Mobile Content Strategy , 2011

14-19 years old Smartphone user Tablet user

Mobile devices: new influencing factors on digital services

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01 02 03 04

iOS & Android? Retina Display? Touch & Swipe?

Different devices

Different places

Different Activities

Different Connections

At Home? Office? On the road

Social Media? Gaming? PC-Replacement?

WLAN? Mobiles Netz? Offline?

Cross-platform availability has become a major requirement for digital services

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Used at office Used outdoors Used at home Used on immediate demand

Connected to wired internet Connected to mobile network Connected to WiFi Connected to mobile network

High speed connection +++

Instable connectivity ++

High speed connection +++

More instable connectivity +

Pointer device Touchpad input Finger touch input Finger touch input

Accessing websites is also challenged by differing connectivity and control concepts.

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(most prominent cases illustrated)

Experience roaming becomes a major advantage in corporate communication

USER

WEBSITE VIDEO SOCIAL “App” / Functionalites

Universal Availability of Corporate Content Access to content via all given screens - mobile & stationary!

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Cross-Channel Usage

Diverse Usage Scenarios

Efficient SEO

View Switching without contextual loss

Campaigns/ Landing Pages/ Communication

Reducing complexity in terms of editorial efforts

Comprehensive URL-Concepts

Extremely important for….

The initial situation was not able to serve the needs of a multi-device world

The development of multi-device strategies helps to find a suitable approach

? Which option to choose for which project

Mobile Website

? Responsive

?

?

?

? ?

? Apps

?

At Aperto we developed a common understanding trough all disciplines

Responsive Webdesign

Adaptive Device

Templates Native Apps

Furthermore we eleborated different implementation strategies and criterias

Responsive Webdesign

Adaptive Device

Templates

Native Apps

Aperto classified three different mobile implementation options

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Responsive Web Design Adaptive Web Design

Device Templates OS und App Stores Adaption to screen size

Native Apps

Responsive Webdesign

Desktop Apps Apps and Hybrid-Apps

Apps and Hybrid-Apps

Adaptive Device Templates Single pages / Modules

Adaptive Device Templates Single pages / Modules

Responsive Webdesign

Responsive Webdesign

Adaptive Device Templates

Responsive or AdaptiveTemplates

The key to success is the combination of different strategies

The way EADS goes …

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HTML-page 1

1 page in CMS

HTML-page 3

HTML-page 2

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One CMS, one single entry of the content and display through optimized adaptive templates

We suggest to serve desktop and tablet with a responsive site

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HTML-page 1

1 page in CMS

HTML-page 2

Also a smart combination of responsive code and specific templates for mobile is possible

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1 responsive HTML-Code

1 page in CMS

Single pages

The goal: Delivering the EADS content tailored to devices and target groups

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Magnolia-powered Mobile App of the year 2012

Up To Planet iOS App

Investor Relations iOS App

Desktop / Tablet Website

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The responsive layout serves the “bigger” screens.

§  From desktop screen to iPad Mini

§  Smooth adaption

§  Clear rules on behaviour of content

§  Work in progress: only the Investor Relations landing page is “responsive”

Adaptive HTML 5 templates serves the needs of the smartphone user

§  Specialized HTML5 mobile templates based on jQueryMobile Framework

§  Full focus on UX-needs of smartphone users

§  Focus on current smartphone generation

§  Content parity across all device classes

IR iPad App

§  Designed for specific target groups

§  Deliverance of CMS content in an alternative manner with focus on customiziation

§  Usage of native functionalities to generate added value §  Free editable widgets §  Offline Mode §  Portrait/Landscape

How to serve CMS content to a native Ipad app?

API

Build a smart Export API

Website DMS Data - Contacts - Keywords - ... Media

Build a smart export API

§  Reusable for future features

§  Output format: JSON

§  Generic for all static content

§  Individual for dynamic content

§  Works page-based

§  UUIDs to identify content

§  High performance

API App 2

App 3

C O P E

C = Content O = Once P = Publish E = Everywhere

Our cross-device approach based on a COPE ready CMS

Editors create content once

API

Tablet / Desktop Mobile

Magnolia CMS ONE content source for all relevant channels

IR iPad App Up To Planet App

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01 Develop a customized multi-device strategy

02 Use one content source to serve all channels

03 Make your web estate ready for a multi- and cross-device world

04 Develop native apps with ADDED VALUE for dedicated target groups

Take Aways

…be prepared …reduce costs

! ! How many devices do you use? Adriano Bezerra-Delaunay, Teamlead Consulting adriano.delaunay@apertomove.de Rainer Blumenthal, Senior IT Manager rainer.blumenthal@aperto.de

Copyright © Aperto AG Alle Erkenntnisse, Unterlagen und Methoden, die Aperto bei den vorgelegten Konzepten erarbeitet hat, bleiben ausschließlich geistiges Eigentum von Aperto. Die Auswertung der vorgestellten Werke in Form von Ideen, Texten, grafischen Arbeiten, Planungen, Fotos, Bild- & Tonmaterial und/oder anderen Speichermedien, die mit diesem Konzept zur Verfügung gestellt werden, ist ausdrücklich auf die Verwirklichung des Konzepts mit Aperto beschränkt. Die Nutzung ist nur frei im Rahmen eines Vertrages mit den Schöpfern und seiner Erfüllung. Nur für den Fall, dass ein Vertrag mit den Schöpfern und/oder den Auswertungsberechtigten zustande kommt, werden Nutzungsrechte eingeräumt. Dann bestimmt sich je nach Verwendungszweck der räumliche, zeitliche und inhaltliche Umfang des Nutzungsrechts sowie die eingeräumte Nutzungsart. Eine von diesen Bedingungen abweichende Auswertung und/oder Nutzung - ganz oder in Auszügen - sowie die Weitergabe an Dritte stellt eine Urheberrechtsverletzung mit allen rechtlichen Folgen dar.

© ©

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