Measure Twice and Cut Once - Is Your Mobile Strategy Clean Cut?


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A successful mobile strategy that will contribute to your bottom line is more than just a mobile website or app. Eileen Boerger, President of CorSource Technology Group and Greg Rau, CEO & Founder of Upstart Labs, introduce technical and business questions you need answered prior to starting your path to mobile.

In this presentation:

- Discover what really is “mobile” and what that means for your business.
- Find out what questions need answered before you begin.
- Review a case study comparison of two leading websites and their mobile editions .
- Learn best practices, common mistakes and solid planning from 2 pioneers in the mobile industry.

A successful end-game in mobile business begins with a well-planned & structured approach.

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Measure Twice and Cut Once - Is Your Mobile Strategy Clean Cut?

  1. 1. Measure twice and cut once (then measure again) Planning & designing your site for mobility Monday, 09.24.2012 1
  2. 2. Implementing a Mobile StrategyToday’s Focus• Planning & designing for mobileFuture Webinars• Development dilemma- native app, mobile web, or hybrid?• Considerations when extending software into mobile. 2
  3. 3. Today’s Presenters• Eileen Boerger, President & Director CorSource Technology Group• Greg Rau, Founder & CEO Upstart Labs 3
  4. 4. Why Mobile? 4
  5. 5. The Opportunity Costs• There are 5.9 billion mobile subscribers - 87% of the world population (ITU)• 600 million new smartphones will be shipped in 2012 (Morgan Stanley)• Over 1 billion feature (non-smart) phones will be shipped in 2012 (IDC)• In 2012, mobile device usage eclipsed desktop usage 5
  6. 6. Mobile usage is more than phone callsHow are people using mobile? 94%• Accessing websites• Using mobile apps• Interface to enterprise applications• Playing Games• Watching Videos• Reading the news & other media content 6
  7. 7. Mobile App Considerations for BusinessIt’s not too late to start but you must start now and with a thoughtful & strategic approach• What should you be providing through mobile?• What do your enterprise and legacy users want?• What about security? What role does data play?• Mobile UI is different, and each type of mobile device has different UI requirements.• You don’t have to provide all access from the mobile device, i.e., your mobile apps don’t have to do everything.• Good enterprise app software developers do not necessarily make good mobile app developers.• Don’t underestimate security implications of going mobile 7
  8. 8. Key planning considerations Planning Area Key ConsiderationsMobile user and functional • Which user roles should be targeted for the mobile device?requirements • What functions should be accessed through the mobile device?Data access • What data can be made available on mobile device? • How will data be synchronized? • How will security of data be handled?Mobile platforms to support • Smartphones, Tablets, …? • iOS, Android, Blackberry, …?Security • How will authentication and authorization work on the mobile device? • Single-user devices or multi-user devices? • How will mobile users be provisioned?Monetization • Free? • Fee – transaction-based, one-time fee, …? 8
  9. 9. Key design considerations Design Area Key ConsiderationsDevice types • Screen size and resolution (DPI) • CPU performance, memory and storage space • Development tools • Special needs (GPS or camera, for example)Network constraints • Occasional connections and/or low bandwidth • Choose protocols based on speed and power consumptionUI design • Different UI characteristics (touch, for example) • Different screen sizes of devices • SecurityArchitecture • Web app or native app • Multi-layered architectureDevice constraints • Battery life, memory size, processor speed 9
  10. 10. Where do we start?In many cases, it makes sense to start with your existing users:Make your website mobile-friendly. 10
  11. 11. Define what you mean by mobile.What are your goals in mobile•Reach new audience?•Better serve existing client base?•Increase revenue?Who is your existing audience?•Can you measure their mobile usage today?•What content are they accessing via mobile?•Have you gotten any direct user feedback? 11
  12. 12. Your primary mobile web presenceThree practical approaches to consider:1. Improve, but ignore the small screen2. Responsive web design3. Separate mobile web site 12
  13. 13. 1. Improve, but ignore the small screen• A good starting point if your target audience uses modern devices with advanced browsers• Make your site faster for all users• Ensure usability on touchscreen devices• Review content: if it feels too heavy for mobile, should the site be simplified for desktop as well? 13
  14. 14. 1. Improve, but ignore the small screenPros• Immediate benefits to 100% of your users• Ease of development and testing• Relatively short time to see improvementsCons• May not work well (or at all) on less-capable devices• Not adapting to screen sizes means users will have to zoom; pan 14
  15. 15. 1. Improve, but ignore the small screen• Screen width isn’t everything.• Google desktop results for movie times are arguably more mobile-friendly than its mobile counterpart. 15
  16. 16. 2. Responsive web designResponsive web design is a development technique of adaptingcontent dynamically to fit the screen size• A flexible layout—making sure that the underlying page adapts to varying screen sizes and resolutions• Flexible images—images that scale well within a layout• CSS styling tailored to ranges of resolutions or types of device 16
  17. 17. 2. Responsive web designPros• Mobile users have access to full features of the site• Backend device or feature detection not requiredCons• Can potentially lead to heavier pages and slower loads• Technical difficulties in implementation depending on use cases and design 17
  18. 18. 2. Responsive web designExample: resizes and displays content tailored tosmartphone browsers. Doesn’t render any contentat all on some feature phones.Shares all functionality of the primary site so thatusers can access a majority of contentAt time of writing, the main page load is 3.6MB onan unprimed cache. This is not designed for quickloading on-the-go.Progressive enhancement: ―Make a Call‖ call onthe candidate’s behalf directly from a phone viamobile browser links. See Brad Frost’s write-up at Smashing Magazine: 18
  19. 19. 3. Separate mobile site• Delivering separate content to mobile devices ( solves some of the challenges with a pure front-end Responsive approach.• It can be easier to support lower-end devices.• Don’t assume that mobile users want a stripped-down experience. Provide a ―full site‖ link. 19
  20. 20. 3. Separate mobile sitePros• Allows a reduced feature set if desired (even if just in the short run)• Can simplify front-end development by simply hiding some content• Separate entry in Google mobile search resultsCons• Often requires more planning and development effort: think about domains, redirection, user preferences, multiple sets of content• Device detection usually accomplished by maintaining User Agent string databases, or integrating with an external service 20
  21. 21. 3. Separate mobile siteExample: detection to route users to a separatemobile website, though still targeting smartphones.The main page on Romney’s mobile site is under700 KB and loads more quickly than that content is presented than on the desktopversion. Content is surfaced gradually through adeeper navigation.―Store‖ section makes use of iOS-inspired UIframework See Brad Frost’s write-up at Smashing Magazine: 21
  22. 22. Further thoughts• A hybrid approach — combining elements of Responsive Web Design with device detection or a separate mobile site — can allow for more tailored user experiences• If you’ve determined that mobile users want (e.g.) more direct access to your important content, should that hold true for your ―traditional‖ users as well? 22
  23. 23. Key Takeaways• Understand the opportunity costs of avoiding mobile• Articulate your needs and goals first• Don’t assume too much about your users• Don’t underestimate the differences in developing for mobile vs. developing for a desktop/laptop• Planning an overall strategy first will help you deliver a successful mobile web site• If you haven’t started a mobile strategy, start now or you will be left behind 23
  24. 24. Questions?Learn More About Upstart Labs• Upstart Labs is a product development company based in Portland Oregon that providesstrategy, design, development, and go-to-market support for mobile technology innovators.Find Upstart Labs on the web at or follow on Twitter: @upstartlabs.Learn More About CorSource Technology Group• CorSource Technology provides consulting, software development services and technicalstaffing that businesses need to succeed in the fast-moving, highly competitive world ofsoftware development and IT. CorSource is headquartered in Portland, OR with an office inSan Mateo, Calif., serving SMBs and ISVs nationwide. Learn more at,and follow on Twitter: @corsource. 24
  25. 25. Watch for our follow-up Webcasts:• ―Development dilemma - native app, mobile web, or hybrid?‖ October 30• ―Considerations when extending software into mobile.‖ November 27 25