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NFL Mobile App Strategy

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  • 1. Ian Campbell Digital Media Creative Director NFL mobile APP PLATFORMIan Campbell | Digital Media Creative Director My Site: 4thofficial.com Linkedin: linkedin.com/in/4thofficial P: 312.804.5749 E: ian@4thofficial.com
  • 2. NFL mobile app platformgoal • To create an NFL App Platform • Best utilize the native aspects of mobile platforms, while utilizing the cross platform benefits of HTML (Consider 12+ months from now) • Design for multiple screen sizes, and interaction types (touchscreen, game console, TV) • Don’t align oursleves directly with any one platform (Apple or Android) so we can go direct to fans with our own App subscription products • Create user experience and development guidelines for partners and vendors to follow • Create a cross functional team to manage vendors and approvals • Consider this approach for m.nfl.comHowI’m sure there are others out there but these two appear to be the leading frameworks fordeveloping rich mobile web applications with HTML. • Sencha Touch (www.sencha.com), the first HTML5 mobile JavaScript framework that allows you to develop mobile web apps that look and feel native on iPhone and Android touchscreen devices, has just hit the big 1.0. • PhoneGap (www.phonegap) is an open source development framework for building cross- platform mobile apps. Build apps in HTML and JavaScript and still take advantage of core features in iPhone/iPod touch, iPad, Google Android, Palm, Symbian and Blackberry SDKs.
  • 3. NFL mobile app platform jan 2011 ipTV cell PHONE TABLET PC LAPTOP IPOD/ DIGITAL DEVICE NFL PR ps apform plat Training Camp Live Draft NFL Travel NFL Clubs (32) Fantasy NFL Network NFL Films Combine Shop 2011 Schedule NFL Experience Verizon Tickets Super Bowl NFL NewsThe NFL App Platform• Fans have an ever increasing number of methods and devices for • All NFL league groups may decide to not include our mobile team in accessing our content, products and features. Can we directly offer every App/Mobile initiative (NFL Network, Films etc.), which will re- fans a consistent brand and user experience irrespective of platform sult in an inconsistent and confusing brand and product experience. (Apple. Android)? • We’re primarily geared to manage and innovate revenue• Consider the cost of design and development over several seasons generated mobile products. That might rule out any new or brand for the above Apps (times the number of supported platforms) only Apps that might serve an experimental or general fan need
  • 4. NFL mobile app platform jan 2011mobile apps home• NFL Mobile Apps becomes a top level section within NFL.com (Right) • Fans are promoted to purchase one all encompassing product that includes several Apps, or to assemble their own (See examle)• Majority of marketing effort drive to this one destination, versus individual promotion for each App • We form our own criteria for App suitability (Platform, Screen etc.)
  • 5. NFL mobile app platform jan 2011 new flowcurrent flow NFL sells APPS direct to fans as a subscription productNFL APPS are sold through iTunes and Android NFL NFL.com NFL Apps App DETAIL subscriptions iTunes (game center) NFL.com flow What’s on iTunes, Android Market etc.? Android iTunes Platforms launch a free NFL App that offers basic content and features. Linking out to specific web based Apps, and Android subscription product flow amazon kindle flow Amazon is a subscription service for the Kindle purchase + amazon.com kindle books book DETAIL download to kindleAPPS PURCHASE flow• We should regard our most exclusive features and content (Game • Present our registered NFL.com fans and subscription product Center/Fantasy Apps) as the next generation of subscription customers with a seamless experience to purchase Apps. products (Audio Pass etc.). • Follow Amazons model for digital content• Why let Apple/Android take a cut on our products?
  • 6. NFL mobile app platform jan 2011From sencha.com From phonegap.comSencha Touch 1.0 is compatible with Apple iOS “In essence, Nitobi is building out a ‘write once,and Google Android, which together run anywhere’ platform for mobile applicationrepresent over 93% of current US mobile traffic. development, with the first three devices supported being the iPhone, Android andWe make specific use of HTML5 to deliver BlackBerry. Rob Ellis, one of the co-creators ofcomponents like audio and video, as well as a PhoneGap said, ‘The idea is you write one codelocalStorage proxy for saving data offline. base and it works smoothly on all 3 devices.’” —eWeekBuilt specifically to leverage HTML5, CSS3, andJavascript for the highest level of power, The PhoneGap mission is to Web-enable nativeflexibility, and optimization. ipTV TABLET device functionality with open standards like HTML, CSS and JavaScript so that you can focusOne of the biggest challenges in developing on the app you’re building, not on authoringcross-platform mobile applications is the different complex platform compatibility layers.resolutions found across devices. Sencha Touchuses a groundbreaking method to eliminate this A process that has brought a measure ofproblem, allowing developers to change the success for us is to first determine whichoverall scale of their interfaces on the fly. Buttons LAPTOP platforms to target, and then build your mobilealways have the perfect tap area, regardless of PC application logic in a JavaScript framework thatscreen size or resolution. works with the ‘lowest common denominator’ platform. JavaScript frameworks are your friendsBy leveraging CSS3/SASS technology, our (jQuery, MooTools, XUI, etc.).theming system allows developers to easily —Seattle Bestchange variables (in familiar CSS syntax) andcompletely alter the presentation of their app. Extremely important for every application toOur components use the latest CSS3; every cell phone IPOD/ take this into account, especially for iPhone.aspect of the design — rounded corners, DIGITAL DEVICE It is a hard criteria in Apple’s App reviewbackground gradients, shadows — can be process (to see how gracefully an appmodified or removed with one line of code. handles lack of internet connection). —Seattle Bestthe right framework / platform• Consider the cost to design and develop over several seasons for our • Is there a technology framework that will allow us to separate Apps to run across the above devices. Also, how much of this work content from code so the presentation and functionality can easily can be utilized across supported platforms (Android, Apple etc.) morph into the right experience (Touch etc.)?• Selecting a single platform now will help align our M.nfl.com, Fantasy and App strategy
  • 7. NFL mobile app platform jan 2011sample web and mobile application (details on next page)
  • 8. NFL mobile app platform jan 2011Why?I’ve wanted to start exploring an NFL Fitness App because I believe it could serve a number of different (sponsorable) purposes.• Fits with the league theme/event Training Camp (Combine, Kickoff, Play60 etc.). Could be a promotional or marketing concept for the NFL Network (Hosts get in shape for the new season)• Social content. It creates a new content type for community activity on NFL.com and Fantasy. No different than Nike’s running App, we can extend this App and the concept of Fitness as a conversation on our own forums, Facebook, Twitter etc.sample training camp application What you’re looking at Q&A You’re viewing a web page (NFL.com /Traning- Could this feature exist on NFL.com (Training Camp Camp/FitnessApp) on a laptop. Fans can start using event site) and as a mobile experience? the various fitness features to participate/track their More than just a version for the web and mobile, but health and fitness. they actually work together as one holistic experience. • Fans are signed in and following our standard Is it a mobile only application or mobile web based subscription and fan registration flow from NFL.com. feature? If it’s concepted and designed correctly it could • The right channel (Your NFL Apps) is a subscribed follow the above approach to NFL App Platform fans view of their mobile Apps. This channel can be development. Result: It works across several platforms open/closed. This is the view that they’ll see when and device types. they open their NFL App on their Tablet, TV or Cell. • The fan has just added this web based App to their collection (Other league logos) of NFL mobile Apps design (Or should that be called web services?). This is not a final design but I think it does represent a number of important considerations. • For use on these Devices: Indicates what platform and devices the App is optimized for. Consistent • The brand neutral and simplistic approach to design message from the Apps suitability table on the Apps is because we’ll want to skin these applications quickly homepage. and easily. Example: Used for NFL Network this season, and Training Camp next season. • Tools: Music player, Clock etc. are basic features for a mobile fitness App • I’m guessing the design will need to accommodate a rigid set of guidelines from the PhoneGap and Sencha frameworks . Complex design techniques won’t translate across multiple platforms and devices.
  • 9. NFL mobile app platform jan 2011 PROPOSED M.NFL.COM HOMEPAGE DESIGN PROPOSED Fantasy mobile HOMEPAGE wireframe AD SPONSORSHIP super tickets bowl GET OUR FANTASY APP GET OUR GAME CENTER APP SPONSORSHIPSponsorship & ads• Utilize the new M.NFL.com to up-sell our base level mobile products and features. (Game Center, Android etc.). Following the flow on the prior page to purchase.