V1.01

Embracing the Mobile Frontier and Reaching the Digital Natives

Jonathan WallJonathan.wall@ektron.com@jwall

WHAT YOU WILL LEARN:

• Mobile trends: How prospective and current students use mobile today

• How to create a mobile strategy

• Native apps vs. mobile web: Which is better?

• Case study: Hendrix College – Mobile in 3 months

• Tips and best practices

• Where to start

CONNECTORS

W E B A N A LY T I C S

S H A R E P O I N T

M A R K E T I N G A U T O M AT I O N

S E A RC H

S O C I A L

V I D E O

Content Authoring and Management

E d i t i ng | Wo rk fl o w | Te m p l a t e s M u l t i - cha nne l | S i t e s ea rch

Marketing Optimization

C o n t e n t t a rge t i ng | SE OM u l t i -va r i a te t e s t i ng

&

Col league

Recrui ter

Banner

Luminis

&

ONLINE COURSE CATALOG

• APPLICATION PROFILE• EVENT CALENDAR• TASK LISTS

EKTRON IN HIGHER EDUCATION

By the end of 2014, the installed base of devices based on mobile operating systems like Apple iOS, Google Android and Microsoft Windows 8 will exceed the total installed base of all PC based systems.

Source: Gartner

8

Born 1976 - Deceased… ???

Acer Dell Lenovo HP iPad

9.8m11.9m

13m

15.1m15.4m

WELCOME TO THE POST PC ERA

MOBILE TRENDS

0%

10%

20%

30%

40%

50%

60%

70%

58%63%

SMARTPHONE OWNERSHIP

Teens 13-17 Undergrads

0%

10%

20%

30%

40%

50%

60%

70%

44%

20%

TABLET OWNERSHIP AMONG TEENS

Currently OwnPlan to buy in next 6 months

Admissions?

Current Students?

Faculty and Staff?

Alumni?

Device capabilities?

HTML5? N

ative app?

Mobile si

te?

Templates? m.site.edu?Responsive Web?

Smartphones? Tablets?

MOBILE STRATEGY?

RESPONSIVE WEB DESIGN

“A website that responds to the device that accesses it and delivers the appropriate output.”

Ethan Marcotte

MOBILE MATURITY MODEL

1. FORGET IT

Stay stagnant

• Flash• Fixed Page

Layout• Slow page loads• Complex Nav

2. FOCUS

Subset o f h igh va lue pages ,

render , l im i ted dev i ce suppor t

• Support popular devices & screen sizes

• Simplified navigation for mobile pages

3. FRIENDLYSite-wide

mobile experience

• Optimized for speed

• Fluid, not fixed design

• Mobile enabled site applications

• Segment devices by screen size and features

Think mobile

fi rst

• Mobile strategy and vision

• Extensive use of HTML 5

• Leverage device capabilities like location, orientation, cameras,

• Touch-centric- user interactions – DRAG CLICK PRESS

4. MOBIILE FIRST

TARGETED, RELEVANT CONTENT

NATIVE APPS VS MOBILE WEBResponsive Web

Mobile Web

Mobile App

Ektron & Ellucian Mobile

Easy to update content

Accessible to all, no installation required

No need to download new version to upgrade

Content discoverable through search

User experience similar on different mobile platforms

Lower cost/time to develop

Full website content providers

Only need to update one site

Offline use

Uses device capabilities – camera, accelerometer

http://gomobile.tamu.edu/Texas_A_M_Mobile_Strategy/index.php

http://www.ektron.com/Case-Studies/Education/Hendrix-College/

Visit duration

Mobile traffic

Bounce rate

1/320%

150%

Tips and best practices for mobile at your school

1: AVOID WEBSITE BY COMMITTEE

2: UNDERSTAND YOUR VISITORS

RegionPercent

Massachusetts 12%California 9%Illinois 6%New Hampshire 6%New York 6%Texas 5%Virginia 4%Pennsylvania 4%Florida 4%Maryland 4%

VISITORS BY STATE

VISITORS BY CITY

3: HAVE MOBILE FRIENDLY CONTENT FORMATS

System RequirementsYou will need a computer with a

soundcard and Adobe Flash Player

4: MAKE LAYOUTS FLEXIBLE

• Detect devices and screen size

• Set breakpoints for common screen sizes

5: OPTIMIZE FOR SPEED

• Adaptive image resizing• Automatically resize

• Perform resizing on the server side

• Minimize large chunks of content

• Reduce # of form fields

320px

700px

6: MOBILE FRIENDLY DESIGN

• Use large buttons and touch targets

• Vertical navigation for smaller screen sizes

• Clear “Home” buttons

7: DEVELOP WITH CONTENT IN MIND

• Use real content

• Design for web, smartphone and tablet at the same time

• Separate content from presentation

8: TARGET CONTENT

• Know your visitors

• Design your site to provide relevant, targeted content

• Create simple targeting rules• “If from your_school.edu

show class registration info”

• If from other_state, show ‘how to apply’”

Student type

9: ENRICH THE STUDENT EXPERIENCE

• Use geolocation to surface events

• Send Text messages to accepted students

• Use the camera and social apps

• Make your course catalog mobile friendly

WHERE TO START

1. Start with your strategy

2. Prioritize3. Start small

http://j.mp/emsmash http://j.mp/mmmedu

Jonathan WallJonathan.wall@ektron.com@jwall