Mobile Web and Tablets: Ready or Not, Here They Come


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Smartphone and tablet shipments are predicted to overtake PC shipments by 2012, raising importance for mobile-ready, device neutral websites.

This presentation discusses the importance of maintaining a device neutral presence, and best practices on how to get started.

To listen to an audio recording of this presentation, please visit

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Mobile Web and Tablets: Ready or Not, Here They Come

  1. 1. Mobile Web and Tablets: Ready or Not, Here They Come Ben Bassi, CommonPlaces e-Solutions © 2010 CommonPlaces e-Solutions, LLC
  2. 2. CommonPlaces e-Solutions: Overview <ul><li>Open-source web development, online marketing and strategic planning firm </li></ul><ul><li>Established in 1998 </li></ul><ul><li>Content management systems </li></ul><ul><li>E-Commerce </li></ul><ul><li>Social networks </li></ul><ul><li>Project management </li></ul><ul><li>Website security services </li></ul><ul><li>Social media + online promotion </li></ul><ul><li>Mobile optimization + applications </li></ul> © 2011 CommonPlaces e-Solutions, LLC
  3. 3. “ Mobile optimization” defined <ul><li>Building a website designed for the small screens of mobile phones and non-PC devices </li></ul> © 2011 CommonPlaces e-Solutions, LLC
  4. 4. Mobile web is rapidly growing <ul><li>Q4 2010 figures: </li></ul><ul><ul><li>100.9 million smartphone shipments </li></ul></ul><ul><ul><li>92.1 million PC shipments </li></ul></ul><ul><li>By 2014, tablets and smartphones will represent 64% of all computers </li></ul><ul><li>81% of smartphone users browse the internet </li></ul><ul><li>68% of smartphone users use an application </li></ul> © 2011 CommonPlaces e-Solutions, LLC
  5. 5. Mobile web is rapidly growing © 2011 CommonPlaces e-Solutions, LLC
  6. 6. Mobile consumer profile <ul><li>On-the-go </li></ul><ul><li>Have phone with them at all times </li></ul><ul><li>More willing to pay for content on mobile devices as opposed to PCs </li></ul> © 2011 CommonPlaces e-Solutions, LLC
  7. 7. The time to go mobile is now <ul><li>Mobile is no longer a promise, but a reality </li></ul><ul><li>Mobile is where your customers are </li></ul><ul><li>A mobile presence will help solve problems and increase profitability </li></ul><ul><li>You ’re losing money if you don’t have a mobile site </li></ul><ul><ul><li>PPC campaigns / geo-targeting </li></ul></ul><ul><ul><li>Subscription fees </li></ul></ul><ul><ul><li>Mobile revenue is mainly comprised of premium content </li></ul></ul><ul><ul><ul><li>User-paid 76% </li></ul></ul></ul><ul><ul><li>Compared to advertising and e-commerce driven desktop revenue </li></ul></ul><ul><ul><ul><li>Vendor and advertiser paid </li></ul></ul></ul><ul><ul><ul><li>User-paid 30% </li></ul></ul></ul> © 2011 CommonPlaces e-Solutions, LLC
  8. 8. Challenges mobile presents <ul><li>Smaller real estate with no display consistency </li></ul><ul><li>Some devices don ’t support flash and other proprietary display technologies </li></ul><ul><li>Using only a portion of content from desktop website </li></ul><ul><li>Potential lack of synchronization with desktop, tablets etc. </li></ul> © 2011 CommonPlaces e-Solutions, LLC
  9. 11. Solution: Several different approaches <ul><li>Multi-site </li></ul><ul><ul><li>Multiple websites generated from a common database (content, images) </li></ul></ul><ul><li>Multi-Client Adaptive Design </li></ul><ul><ul><li>Displays site differently depending on user ’s device </li></ul></ul><ul><li>Third party products </li></ul><ul><ul><li>Accesses website and detects when a mobile device is utilized. Creates a separate mobile website / user experience </li></ul></ul><ul><li>Independent versions of site – Not recommended! </li></ul> © 2011 CommonPlaces e-Solutions, LLC
  10. 12. Multi-Site: Advantages <ul><li>Selective content published on main site is also published on mobile site </li></ul><ul><li>Each site can have its own distinct functionality / purpose </li></ul><ul><li>Or can share functionalities from one code base </li></ul> © 2011 CommonPlaces e-Solutions, LLC
  11. 13. Multi-Site: Disadvantages <ul><li>Degree of difficulty in set-up </li></ul><ul><ul><li>Content types </li></ul></ul><ul><ul><li>Themes </li></ul></ul><ul><li>Need to have a CMS that supports multi-site </li></ul><ul><li>Separate Theme required for each type of device </li></ul> © 2011 CommonPlaces e-Solutions, LLC
  12. 14. Multi-Client Adaptive Design © 2010 CommonPlaces e-Solutions, LLC Screen resolution ranges from 320px (iPhone) to 2560px (large monitor)
  13. 15. Multi-Client Adaptive Design <ul><li>Advantages </li></ul><ul><ul><li>Theme adjusts to any resolution / size </li></ul></ul><ul><ul><li>Great for publishing the same content on a multitude of devices </li></ul></ul><ul><ul><li>Design is device independent </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Devices all have same functionality and content </li></ul></ul><ul><ul><li>Disabling content creates unnecessary overhead on device </li></ul></ul><ul><ul><li>Images have to be resized by the device </li></ul></ul><ul><ul><li>Requires HTML5 & CSS3 media queries </li></ul></ul>
  14. 16. Third party products <ul><li>Advantages </li></ul><ul><ul><li>Ease of use </li></ul></ul><ul><ul><li>Can easily pick and choose what content areas you want on mobile site </li></ul></ul><ul><ul><li>Synchronizes most content </li></ul></ul><ul><ul><li>Can create distinct mobile theme </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Cost of operating two distinct systems </li></ul></ul><ul><ul><li>Content has to be previously selected to synchronized </li></ul></ul><ul><ul><li>Lacks Authentication </li></ul></ul>
  15. 17. Our recommendation <ul><li>Use Multi-Site if you desire different functionality or content types on different devices </li></ul><ul><li>Use Multi-Client Adaptive if you desire to have the same content on multiple devices </li></ul><ul><li>Use Third Party integration products if your content doesn’t change very much </li></ul><ul><li>Stay away from separate independent sites </li></ul> © 2011 CommonPlaces e-Solutions, LLC
  16. 18. Mobile tips and best practices <ul><li>Ask yourself, “why would someone visit my mobile site?” </li></ul><ul><li>Only provide the most important and relevant information </li></ul><ul><li>Direct visitors to the activities they wish to do right away, in a short period of time </li></ul> © 2011 CommonPlaces e-Solutions, LLC
  17. 19. You’re not in this alone <ul><li>CommonPlaces can help generate and implement a strategy </li></ul><ul><li>[email_address] </li></ul><ul><li>603-329-5046 </li></ul><ul><li> </li></ul><ul><li>Linkedin: bpbassi </li></ul><ul><li>Twitter: @BenBassi @cpopensource </li></ul> © 2011 CommonPlaces e-Solutions, LLC