HTML5 Seminar - Simon Henderson - Centrica


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Centrica was the first FTSE100 firm to develop an HTML5 corporate web app. It had already seen 12% of its corporate digital engagement come through mobile, with a third of that coming from the iPad. However a requirement for greater (and quicker) control, a need to react quickly from measurable analytics and a desire for easy cross-platform updating, the move to HTML5 was a logical one.

The app has been designed specifically to engage with investors and the media, carrying a mix of content including corporate news, blog posts, share price, events calendar, publications, investor presentations and videos. Director of Corporate Responsibility and Digital Media, Simon Henderson, will explain the company's aaproach and brings the Centrica HTML5 app story to life

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HTML5 Seminar - Simon Henderson - Centrica

  1. 1. Centrica’s web app: A case study June 20121
  2. 2. Our digital strategy • Online is integral to our overall communications strategy and planning • Digital allows us to:  Communicate the corporate story and strategy  Engage with communities and stakeholders more effectively  Reach a wider audience and offer choice  Work efficiently • As audiences and platforms evolve, we need to move with them and offer choice2
  3. 3. The mobile landscape Compelling stats on mobile usage...both generally...: • 50% of people in the UK own a Smartphone – likely to rise to 75% in 2 years • The number of mobile internet users will overtake desktop users within the next two years (Morgan Stanley Internet Trends) • 61% of visitors unlikely to return to a site that provides poor mobile experience (Corporate Eye) • At the end of 2011 Tablet users made up 2.3% and Mobile phones users a further 5% of FTSE100 site visits (Gaia Insight Online Audience Report)3
  4. 4. The Centrica picture ....and from our own experience • Access to via tablet or mobile has been steadily increasing...but a sharp rise in the last 12 months:  Audience regularly accessing investor and media content  Apple devices most used but 25% of visits from other devices • Positive feedback on tablet / mobile usage from our own key audiences – journalists, investors, analysts and colleagues4
  5. 5. The Centrica picture Centrica has a large and fast growing mobile audience (excluding tablets) - now over 8% of visits 9.0% 8.0% 7.0% 6.0% 5.0% 4.0% 3.0% 2.0% 1.0% 0.0% Jan-09 Apr-09 Jul-09 Oct-09 Jan-10 Apr-10 Jul-10 Oct-10 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12 FTSE100 Average Centrica.com5 Based on equally weighted data from FTSE100 sites monitored by Gaia Insight
  6. 6. The Centrica picture iPad traffic has grown rapidly and now accounts for 5% of traffic - again higher than FTSE100 peers 6.0% 5.0% 4.0% 3.0% 2.0% 1.0% 0.0% Jun-10 Sep-10 Dec-10 Mar-11 Jun-11 Sep-11 Dec-11 Mar-12 FTSE100 Average Centrica.com6 Based on equally weighted data from FTSE100 sites monitored by Gaia Insight
  7. 7. Project brief Based on behavioural analytics, strategy and anecdotal experience, consider mobile approach that: • Responds to stakeholder needs...both internal and external • Will deliver quick, improved access to information.... and a better user experience on mobile devices • Provides online and offline viewing • Offers a new and preferred channel for some • Utilising existing content / feeds from Centrica.com7 7
  8. 8. Items for consideration… • Review of available technology • Specific focus on IR community to enhance communications • Utilise content for media and other Centrica audiences • Low cost – an opportunity to test the concept at low risk • Shared learnings... work with our web partner to develop proposals8
  9. 9. Web app....our rationale Whilst aware of the growing use of high quality native apps and the popularity of Apple’s iPhone and iPad devices, a decision was reached to develop a web app • Web app can be used across a variety of devices and platforms • HTML5 enables touch and slide interactivity • Enhanced styling, functionality and multimedia embedding • Accessible to all – does not require a user to find and download in an online store • Cost effective ....shared development costs • No launch and update approval • Control over web metrics data • Supports our transparent, open online communications approach9
  10. 10. Initial delivery • Focus on media and investor audiences • Optimised for iPad – subsequent, ongoing updates for more devices • Design rationale to look and feel part of Centrica digital stable... • ...but also fresh and mobile-centric10
  11. 11. Initial delivery • Images of app, highlighting different content • options (The Group to add)11
  12. 12. Initial delivery12
  13. 13. Initial delivery13
  14. 14. News14
  15. 15. Videos15
  16. 16. Presentations16
  17. 17. Share price data17
  18. 18. App launched in March 2012... • Low key launch • Delivered to incorporate 2011 Annual Report • Promotion on front page • Prompt for all iPad users • Blogs on and The Group website18
  19. 19. Initial data has been encouraging... First 100 Days: • Over 3,100 visits to the web app (average 31 a day) • Each visit averages 4.1 interactions (3.1 by iPad users of desktop site) • Average visit time of over 5 minutes which is longer than average user of • 80% of visits to the web app are by users of Apple devices19
  20. 20. Conclusions • Early days...but promising feedback and data • A learning process...for both client and agency • Scope for further development as the technology evolves • Important channel addition to our communications approach20
  21. 21. Centrica’s web app: A case study June 201221