One Size does Not Fit All: Selecting the Right Mobile StrategyKentico mobile strategy webinar...

ONE SIZE DOESN’T FIT ALL:SELECTING THE RIGHT MOBILE STRATEGY2.18.14Jeff Willinger@jwillie

Copyright © 2013 Rightpoint | Proprietary and Confidential 2

WHO AM I

• JEFF WILLINGERRegular speaker and evangelist on the value of SharePoint, Social Networking, Social Media, Social Computing and Intranets and Mobile everything. President of Social Media Club.

• Twitter, Facebook and LinkedIn Expert.

•


WHAT’S IN IT FOR YOU?

An offer: I am sending you a white paper on the future of mobile

Follow @jwillie and Tweet this:

“ Listening to @jwillie rant and rave about mobile strategies with #KenticoCMS ”

OR


“LIKE” ME


MOBILE STRATEGY STARTS EARLY


AGENDA

1 Mobile strategy overview

2 Why mobile, why now?

3 Understanding your mobile strategy options

4 Best practices and key considerations

5 Weighing your options

6 Recap and Questions

MOBILE STRATEGY OVERVIEW


WHICH MOBILE STRATEGY IS RIGHT FOR YOU?

The key to a successful mobile strategy is aligning user needs with your business goals and evolving mobile technologies. Once you have alignment, focus on determining the right strategy for you:

RESPONSIVE WEBSITE MOBILE WEB APPLICATION NATIVE APPLICATION HYBRID APPLICATION

WHY MOBILE, WHY NOW?


Time spent with mobile phones and tablets (excluding voice calls) has nearly tripled since 2011.


MOBILE IS PLAYING A LARGER PART…

Source: eMarketer, Sept 2013

Year over year mobile commerce revenue growth from 2012-2013

68% In the purchase path…

Of respondents indicate they receive breaking news text alerts or notifications via mobile

31% In news consumption…

Source: Mojiva, State of mobile news consumption, 11/12

of email opens come via mobile

42% In blurring personal & work lines…

Source: Hubspot


AND USERS INCREASINGLY EXPECT MOBILE EXPERIENCES…

of tablet users expect to wait less than three seconds to get to a website.1

1 Source: Keynote Competitive Research, Mobile User Survey

To be fast…

of smartphone users want websites to load within four seconds.1

60%

64%

of smartphone users said a frustrating experience on a (mobile) website would hurt the perception of the brand.2

To be optimized…

55%

of mobile users will simply “move on” or abandon a site if they encounter a non-mobile-friendly user experience.2

2 Source: Google, Q3 2012

61%

UNDERSTANDING YOUR MOBILE STRATEGY OPTIONS


GETTING YOUR HEAD AROUND THE MOBILE LANDSCAPE

• Use special code called CSS Media Queries to detect screen width • Adapts a website’s layout to various device screen sizes

RESPONSIVE WEBSITE



• Use special code called CSS Media Queries to detect screen width • Adapt a website’s layout to various device screen sizes

RESPONSIVE WEBSITE

MOBILE WEB APPLICATION

• Designed and built for mobile web browsers• Compatible with all smartphones and tablets via mobile web browser



NATIVE APPLICATION


RESPONSIVE WEBSITE



• Designed and built for mobile operating systems (iOS, Android, Windows 8)

• Customers install on their phone from an App Store download• Accesses and uses phone features, e.g. camera, scan, GPS, and other

functions



NATIVE APPLICATION


RESPONSIVE WEBSITE



• Designed and built for mobile operating systems (iOS, Android, Windows 8)

• Customers install on their phone from an App Store download• Access and use phone features, e.g. camera, scan, camera, and other

functionsHYBRID APPLICATION

• Available in App Stores and takes advantage of phone features• Relies on web technologies, but runs locally on the device via an embedded

browser

BEST PRACTICES


BEST PRACTICES FOR SUPPORTING STRATEGY IMPLEMENTATION

NATIVE APPLICATIONRESPONSIVE WEBSITE MOBILE WEB APPLICATION HYBRID APPLICATION


TREAT YOUR STRATEGY AS A PRACTICE

Treating Mobile Strategy as a practice will enable you to continually align business goals, audience needs, and evolving technologies.

Mobile strategy as a practice not a project1



GO AFTER MEASURABLE OUTCOMES



Clearly mapping business goals to measurable outcomes will enable you to effectively manage and refine your strategy based on performance.

Map business goals to measurable outcomes2



DESIGN FOR NEEDS AND GOALS OF YOUR CORE AUDIENCE





Taking the time to understand the needs, challenges, and desires of your target audience will provide strategic insights into your strategy as a practice.

Understand your audience and design for them3



KEEP YOUR BUSINESS UNITS AND LEADERS ALIGNED





Taking the time to understand the needs, challenges, and desires of your target audience will provide strategic insights into your strategy as a practice.

Understand your audience and design for them3

Continually circulating your strategy across your business units and leaders will strengthen your enterprise and provide productive outlets for innovation.

Distribute strategy to business units and leaders4


KEY CONSIDERATIONS AND WEIGHING YOUR OPTIONS


TO DECIDE ON THE RIGHT STRATEGY, ASK THE RIGHT QUESTIONS

1. Do you need to take advantage of phone functionality?

2. Do you need to monetize content and support

purchasing?

3. Do you need cross-platform compatibility and CMS

driven?

4. Do you need something cost effective and easy to

maintain?

5. Do you need a personalized experience for your target

audience?

6. Do you have a complex design and user interface?

7. Do you need the ability to function with no

connectivity?

NATIVE APPLICATION

RESPONSIVE WEBSITE


HYBRID APPLICATION


WEIGHING YOU OPTIONS AND MOVING TOWARDS A STRATEGY

NATIVE APPLICATIONRESPONSIVE WEBSITE MOBILE WEB APPLICATION

HYBRID APPLICATION

DEVELOPMENT COST

DEVICE FEATURES

SPEED

INSTALLATION

DISCOVERABILITY

USER EXPERIENCE

PLATFORM

RESTRICTION, APPROVAL, FEES

More expensiveModerate Cost effective Reasonable

Full accessLimited access Limited access Full access (native components)

FastestFast Fairly fast Faster

RequiredNot required Not required Required

Not as discoverableVery discoverable Most discoverable Not as discoverable

Seamless experience with device and platform

Consistent experience across all devices

Consistent experience across all devices

Seamless experience with native components

Platform dependentIndependent Independent Partial dependence

Approval process and restrictions

Free of restrictions Free of restrictions Approval process and restrictions

RECAP AND QUESTIONS


ONE SIZE DOESN’T FIT ALL, BUT YOU CAN CHOOSE MULTIPLE SIZES

NATIVE APPLICATION• Provides a richer user experience with seamless device integration.

• Best used for gaming apps, apps needing to run without a data connection, apps needing to take advantage of device features e.g. alerts, geo-location, etc.

RESPONSIVE WEBSITE • Well suited to all environments and devices.

• Best used for content-driven websites or transactional apps.

MOBILE WEB APPLICATION• Provides a consistent experience across all environments and devices.

• Best used when cost is a consideration and a tightly integrated user experience is not required.

HYBRID APPLICATION• Best used when needing to run an application across multiple mobile

operating systems and utilize the different capabilities of each platform.


Questions?


MOBILE STRATEGY STARTS EARLY

29 N. Wacker Drive | 4th Floor | Chicago, Illinois 60606312.920.8383 | 312.920.8384 faxrightpoint.com

One Size does Not Fit All: Selecting the Right Mobile StrategyKentico mobile strategy webinar...

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Transcript of One Size does Not Fit All: Selecting the Right Mobile StrategyKentico mobile strategy webinar...