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Building Brand and Business on the Mobile Web

Building Brand and Business on the Mobile Web

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    GDS International - Next - Generation - Customer - Experience - Summit - US - 1 - 3 GDS International - Next - Generation - Customer - Experience - Summit - US - 1 - 3 Document Transcript

    • White Paper | September 2010Building Brand and Business on the Mobile Web: There’s a Map for That
    • ContentsExecutive Summary 1Today’s Mobile LANDSCAPE: Opportunity On The Move 3 Remaining Hurdles: New Opportunity 6Aligning Strategy and Business Goals 8 Creating a Customized Strategy 10 Creating a Timely Strategy 11 Creating an Extensible Strategy 12Conclusion 13 References 15
    • Executive Summary White Paper | September 2010
    • Executive Summary This White Paper: • Shares phenomenal growth and opportunity in the mobile marketplace • Identifies solutions to some of the common hurdles to successful mobile migration • Lays out the elements of a successful mobile strategy and presents case studies of companies and institutions who have crafted winning strategies for the mobile marketplaceSmartphones, the iPad™ and other mobile devices If all U.S. Internet time wereare transforming the Web experience. condensed into one hour, how much would be spent in the mostThe transformation isn’t about what people are doing online, but how they are getting online. heavily used sectors?Already, about a quarter of American wireless subscribers are using a smartphone, andsmartphone use is expected to surpass traditional mobile phone use in 2011.i Worldwide,mobile broadband subscriptions already outnumber traditional, fixed broadband subscriptions.After years of anticipation, the mobile web is finally taking shape. Forward-looking leadersacross market sectors are staking claim to the mobile marketplace and building their brandand business by reaching out to consumers on the go. Competition for online eyeballs isshifting from the desktop to the smartphone as consumers demand—and are starting toreceive—robust, immersive experiences on their mobile devices.After years of anticipation, the mobile web is finally taking shape, andforward-looking leaders are building their brand and their business byreaching out to consumers on the go. Source: Nielson NetView. June 2010 *Other refers to 74 remaining online categories visited from PC/laptops **Netview’s Videos/Movies category refers to time spentA few hurdles are still tripping up many players. But, in fields ranging from hospitality and on video-specific (e.g. YouTube, Bing Videos, Hulu)higher education, to luxury goods and publishing, the map to multi-channel Web presence has and movie-related websites (e.g. IMDB, MSN Movies and Netflix) only. It is not a measure of video streaminga common starting point: a well-conceived strategy for integrating mobile devices into overall or inclusive of video streaming on non-video-specific oronline experiences. movie-specific websites (e.g. streamed video on sports or news sites). White Paper | September 2010 | 2
    • Today’s Mobile Landscape: Opportunity on the Move White Paper | September 2010
    • Today’s Mobile Landscape: Opportunity On The MoveAfter years of promise, the mobile landscape is finally reaching its potential asconsumers embrace smartphones and other mobile devices.In addition, wireless networks are building ••“Mobile phone penetration is approaching 50 percent globally, with some matureto deliver multi-dimensional mobile markets surpassing 100 percent penetration. And the rollout of 3G networks inexperiences and companies, and service emerging markets means there is the potential for mobile broadband subscribers toproviders are moving at a rapid pace to outnumber wireline broadband subscribers within the next decade.” —Nielsen Telecomiiconquer this new marketplace. ••In the United States, 23 percent of wireless subscribers are using a smartphone as of Q2 2010, up from just 16 percent at the same period a year ago.iiiApple Inc. sold nearly 60 million ••Smartphone use is expected to surpass traditional mobile phone use in 2011.iviPhone® and iPod Touch® unitsin the first two years after theirintroduction. That’s the fastest FIGURE 1: THE MOBILE MIRACLEhardware adoption in consumertechnology history—faster than 70Nintendo Wii®, Nintendo DS®, and 60Sony PSP®. per 100 inhabitants 50Consumers are embracing Web-enabled 40mobile devices and services with increasingfervor. When Apple® released the iPhone® 30and iPod Touch®, the company sold nearly60 million units in the first two years. That’s 20the fastest hardware adoption in consumertechnology history—faster than Nintendo 10Wii®, Nintendo DS®, and Sony PSP®. Asa point of reference, in its heyday, America 0Online® never surpassed 20 million 98 99 2000 01 02 03 04 05 06 07 08 09subscribers. And, enthusiasm for mobile Note: *Estimates; Source: ITU World Telecomunication/ICT Indicators databaseweb devices and services is not confined to Mobile Broadband Subscriptions Fixed Telephone Lines Internet UsersApple’s® famously loyal fans. Fixed Broadband Subscribers Mobile Cellular Telephone Subscriptions White Paper | September 2010 | 4
    • Today’s Mobile Landscape: Opportunity On The MoveNot surprisingly, as more consumers obtain smartphones and mobile devices, more areseeking to use them to their full potential.• Forrester Research finds that, “As smartphones become smarter, they are increasingly delivering the whole Internet, not just a part of it,v ” and that consumers across age and demographic groups expect to use their smartphones to send messages, browse the Web and perform other enhanced services.• Mobile data traffic on AT&T’s networks grew 50 times in the 3 years ending 4Q2009, with huge spikes following the introduction of Apple’s® iPhone® in 2007 and the iPhone® 3G in 2008.vi• “According to a recent Deloitte survey, 55 percent of users said that they will use their mobile device to find store locations and 45 percent of users will use their devices to research prices.” —Mobile Marketer, Mobile Outlook 2010And these statistics are just the beginning. If you look at the traditional “S” curve of technologyadoption (See Figure 2), 25 percent smartphone penetration puts us right at the inflectionpoint. The next few years should bring rapid progress toward “saturation” level. In short, asbest described by Andy Favell of mobiThinking, “the mobile web is reaching critical mass.After years of anticipation, all the pieces are finally falling into place. The devices, networks,users and brands are all on the same page—and it’s about 128 x 160 pixels (and growing).vii ” Ifyou aren’t on that page, you are missing a prime opportunity to build your brand and businesswith this growing segment of users.FIGURE 2: THE “S” Curve of Technology Adoption 100 75 Market Share % 50 25 0Innovators Early Early Late Laggards2.5% Adopters Majority Majority 16% 13.5% 34% 34% Consumers adopting new technology Market shareThe diffusion of innovations according to Rogers (1962). With successive groups of consumers adoptingthe new technology (blue), its market share (grey) will eventually reach the saturation level. White Paper | September 2010 | 5
    • Remaining Hurdles: New Opportunity longer be necessary. Apple’s® Safari® and Google’s® Android® browsers are well along the path of integrating HTML5 support into their latest releases. Research In Motion’s (RIM) Blackberry® browser includes some basic HTML5 support in its recent versions and promises substantially more in its upcoming OS 6 release. It’s still too soon to see if HTML5 will be the olive branch in the platform wars, but it is a promising technology your site designers and developers should be exploring. Another simple solution to narrowing the field of devices is to meet your customers where they are now. By choosing to build to the devices your customers most frequently use, you can maximize your impact while minimizing your development efforts. We look at who is doing this successfully later in this paper.The explosive growth of mobile device penetration and useis yielding some growing pains. From a customer experienceviewpoint, this is primarily because the mobile user experience isstill not as seamless or user-friendly as the desktop experience.And the reason is that the overwhelming scuffle between Apple® and Adobe®majority of sites is not yet designed for illustrates the problem that is holding cost-mobile devices, or is not designed well. conscious site owners back. Adobe’s®What’s holding site owners back? In Flash® program is the basis for much ofour interactions with clients across a the Web’s rich interactive content. Butbroad spectrum of industries and market Apple ®, citing concerns about load time andsectors, we see two primary causes for system demands, refuses to build Flash ®the still weak user experience: recognition into its iPhone® and other mobile devices. That means that much of the Web’s hottest interactive and multimedia1. ANALYSIS PARALYSIS content must be rewritten to function on theFor those who have not yet designed for hottest mobile devices.mobile devices, the common stumblingblock is often the sheer number of different Rewritten in what? The solution maydevices out there. It’s true that the vast be HTML5. This new version of HTMLnumber of devices presents a barrier to promises a better experience in regardentry. Designing for all of these devices to page load time, while also supportingis not cost effective, and in some cases the integration of video and enhancedthe difference between devices is one of interactivity into HTML code. In this world,technology compatibility rather than just requiring mobile browsers to nativelyscreen resolution. The fact is, no mobile support third party technology, such asweb technology or platform has emerged Adobe’s® Flash® player and, for thatas a universal standard. The playground matter, Apple’s® QuickTime® would no White Paper | September 2010 | 6
    • Remaining Hurdles: New Opportunity2. EMPHASIZING BRAINS,SACRIFICING BEAUTYDespite their increasing numbers andsophistication, mobile devices, especiallysmartphones, have smaller screens andsometimes slower networks. The largegraphics that look great on your desktopsite may overwhelm smaller mobile devicescreens, cause delays while downloading,and crowd out functionality. Mobile devicesbring new requirements for site design andperformance, and that requires rethinkingthe functionality and design of your site.Unfortunately, too many firms ororganizations that are making the jumpto mobile overcompensate for the realestate and performance limitations bystripping their sites down to bare basics.Often, sites render as little more thana series of text links. This may makethe site accessible, but does it make it successful? Good branding and design build lasting impressions and equate to stronger perceptions of trust and reliability. Minimal design is useful for getting a functional interface out the door, but we believe that minimal additional effort can produce more engaging, attractive design for smartphone interfaces, while still achieving functional efficiency. When it comes to design for mobile devices, you don’t have to choose between brains and beauty—you can demand and rightfully expect both. Uncertainty about how to effectively incorporate mobile devices into overall Web strategy is paralyzing many firms and organizations. They are either not yet building for mobile devices at all, or they are doing so in such a stripped down, basic way that their mobile sites are not brand affirming. Ironically, the former category includes many vendors of Web content management systems that purport to make designing for mobile devices easier. But despite these continuing hurdles, businesses and services across a broad spectrum are figuring out how to leap forward and carve out a profitable place on the mobile web. For all of these, the starting point is a well-crafted strategy. White Paper | September 2010 | 7
    • Aligning Strategy and Business Goals White Paper | September 2010
    • Aligning Strategy and Business Goals Mandarin Oriental Hotel Group’s experience is a case study ix in how to successfully approach the mobile web, and it started with strategically aligning this new marketing venture with brand and business goals. Others are taking a different approach. The phenomenal success of Apple’s® App Store (more than 2 billion sold) has many people rushing to create and release “an app for that,” whatever that may be. Others are creating Web content that is optimized for mobile device browsers. And with the mobile-accessed Web still a largely unclaimed territory, there are benefits to quickly staking a claim in the mobileCASE STUDY: marketplace. However, jumping into tacticalMandarin Oriental Hotel Group decisions and implementation issues without first considering an overarching and long term strategy that aligns with your businessMandarin Oriental Hotel Group prides itself on delighting goals could be a costly mistake for yourcustomers at every brand touch point, from the room to the Web. mobile efforts and your firm. Replicating Mandarin’s success starts withWhen Mandarin noticed that nearly four experience, while at the same time ensuring aligning your mobile web strategy withpercent of its Web traffic was coming from the level of elegance and specialized service your business goals and clearly articulatingmobile devices, the luxury hotelier saw an that Mandarin Oriental Hotel Group’s guests measures of success. As with any newopportunity to solidify its brand identity. have come to expect,” said Christoph Oberli, marketing direction, extending your reachEnsuring that mobile web customers Mandarin’s VP of Ecommerce and Interactive. onto the mobile web is best done underreceive a delightful Mandarin experience the guidance of a thoughtfully crafted andwas a logical goal. And to measure coherent strategy.success, Mandarin decided to track “Firms interested in recreatingbookings made through the mobile site. Mandarin Oriental’s success must Mandarin also took extra steps to understand how their users useBefitting their expertise in delighting delight luxury travelers:customers, Mandarin carefully researched their mobile devices and createcustomers’ mobile web behaviors and goals experiences that support existing • Geolocation functionality automaticallybefore leaping into the mobile space. They behaviors.” —Forrester Researchviii points mobile customers to the nearestfound that their high-end customers are Mandarin hotel without requiringgenerally taking occasional moments of customers to enter a locationdowntime (at the airport, in a car) to research Creating a brand-affirming Web experienceMandarin properties and plan their next for mobile devices has helped Mandarin • Because the mobile customers arevacation. Utilizing the capabilities of their SDL achieve its brand mission of delighting generally accessing the site during briefTridion Web content management system, customers, so much so that the company periods and may need to return later,Mandarin geared the mobile web experience now sees about twice as much (eight Mandarin also provides a “view later”to supporting those tasks with a streamlined percent) traffic via its mobile site. At the feature that emails the customer a link tomenu and brand-affirming photo gallery, end of the day though, Mandarin is a hotel the desktop version of any pagetailoring a unique Web experience for mobile business, and thus wants to see returncustomers without the cost and maintenance on investment. From that perspective, • Because they are designing a Webof a new site. Mandarin’s mobile site has been a stunning experience for a phone, Mandarin success and delivered a complete return on added a “click-to-call” feature that lets“We saw an opportunity to cost-effectively investment (measured by bookings made customers utilize their device to its fullestdeliver an effortless mobile browsing through the mobile site) in just six weeks. White Paper | September 2010 | 9
    • Creating a Customized StrategyCASE STUDY:Popular ScienceFor 135 years, PopularScience has engagedreaders with visions ofthe future.For the past 15 years, Bonnier, themagazine’s publisher, has wrestled withvisions of the digital future of publishing andwhat it means for the magazine industryand magazine readers. The companywanted a way to embrace a digital platformwhile retaining the experience of traditionalmagazines. They found their opportunity phones don’t provide screen space for the mobile web. That’s introspection. Thewith Apple’s® iPad™. robust visuals. So rather than embrace a latter comes from solid analysis of your technology that undermines the experience customers, their behaviors, and the direction“Since the birth of the Web 15 years ago, of its popular magazines, Bonnier seized the they are heading. That means research.we thought it was all about creating a digital technological opportunity that works for both How do your customers use mobileinteractive experience,” says firm CEO the publisher and the reader. devices? Which ones? For how long?John Bonnier. “But we don’t love magazines Where? Good Web analytics programs andbecause they’re interactive. We love them Customized strategies like Bonnier’s grow analysis can help you answer some of thesebecause they’re inspiring, surprising, and from two things: knowledge of your product/ questions. Deeper analysis via surveys,provocative. The problem was we couldn’t service and knowledge of your customers. interviews, card sorting exercises anddeliver that kind of experience to our readers The former comes from examining what you prototype testing can flesh out the picture ofthrough the Web on a computer screen. are really trying to accomplish by embracing your target customers.But on a handheld Multi-Touch screen likeiPad™, it’s all suddenly possible.ix ” MOBILE User Experience ToolsBonnier launched the “Popular Science+”app for the debut of iPad™, and it has been De facto Web standards and research from the cognitive sciences HEURISTICS have revealed a number of best practices in interaction styles, pageone of iPad’s™ best-reviewed and most layout, and visual designdownloaded apps. And, it started not as an A rapid survey of the interface/application, looking at the navigation,effort to embrace the next big thing, but from EXPERT REVIEW content, visual presentation, interactions and branding against best practicesa strategic examination of available Webtechnologies and careful customization of WEB HITS Using tools like Omniture or WebTrends to study the hit pattern of your site. Which handheld devices are most prevalent among yourthe digital experience for Popular Science /USAGE ANALYSIS current Website visitor base?readers.x Involves interviewing people who are representative of your target USER TESTING audience and asking them to accomplish specific tasks to recommend improvementsBonnier is a great example of how tostrategically embrace the mobile web. Products, such as Tealeaf, that study multiple single-user SESSION transactions, live or replayed based on certain criteria. Can revealThe publisher wanted a way to go digital ANALYSES information about the users path and how to correct flow problemswhile preserving and enhancing themagazine experience. Traditional desktop ONLINE SURVEYS A quick and effective way for users to rate your mobile experiences, provide recommendations, and input their demographicscomputers don’t offer the level of intimacythat magazine readers enjoy. Mobile White Paper | September 2010 | 10
    • Creating a Timely StrategyWhile you need to take the time to get the strategy right, you 3. Ensure brand relevancealso need to consider that establishing a quality mobile web and consistencypresence is, for most, the right thing to do. While this guideline is equally important as the other four weBesides the rapid increase in consumer which devices your customers and provide here, it alsoadoption rates, mobile technologies have prospects are using to browse your website. stands as a caveatsignificantly matured. That means your to guideline #2—current Web visitors are using more and This information can be relatively easy to optimizing for key userbetter devices that deliver deep, immersive collect through standard Web analytics tasks. Be sure that you don’t err on theexperiences. If your Web strategy does not data. You can quickly learn the devices and side of utilitarianism, stripping your mobileinclude a mobile presence, you’re bound to operating systems most prevalent among your interface of all brand elements includinglose ground. So, get to it! current Web customers and extrapolate from style and tone. For example, if your core there to determine where to find the broadest online and offline brand attributes areYes, there are many kinks to be worked out, customer population in the wireless world. “warm, inviting and fun,” be sure that yourbut your mobile web presence doesn’t have mobile interface conveys this message into be all or nothing out of the gate. Instead, 2. Optimize YOUR mobile both style and substance. How you conveylook for high-impact quick wins and the interface for key user tasks the message can vary, anywhere from youropportunity to carve out a leadership role in selection of typeface and type style, use ofthe mobile space. Even the most imagery, selection of color palette, etc. advanced mobileOnce you establish your initial presence, devices and tabletsyou can validate or correct any assumptions still offer limited screen 4. Monitor load/render timeyou made in the research/planning real estate—far less We’ve all had our fair share of dropped callsphases and optimize your IT and design than you’ll find on a and spotty cellular coverage, regardless ofinvestments before moving forward. standard computer the networks we use. When it comes to your monitor—and much less than some of the mobile presence, load time can be a key wider screen resolutions that have become1. ensure YOUR mobile determinant of whether your mobile visitors standard in businesses and tech-savvy will come back, or turn to your competitor. Beinterface utilizes THE native homes today. As a result, it’s important to mindful of file size for images and load time.features of the device define the key tasks your users are looking While you’re not to complete through your mobile interface guaranteed to delight and design accordingly. Here’s where 5. eliminate flash® and your customers by understanding the typical mobile browsing proprietary formats using the native device behaviors of your customers and prospects While Flash® functionality, ensuring comes into play. For many businesses, the offers some of the a fit between your primary goals users attempt surfing through most engaging and product and the device a mobile device are the same as those immersive onlinecan go a long way in delivering a superior they attempt through a Web interface. For experiences, it’s acustomer experience. example, for banking customers, secure significant source of login, account balance inquiry, balance user dissatisfaction,This may sound like common sense, but transfers, etc. are likely high on the list for especially if your interface embeds keyfor many organizations determining which mobile and Web customers alike. user tasks in a flash module. While Flash®devices to support can be a complex and has been broadly adopted, it’s not asometimes costly decision. Given the For other industries, the goals may be very Web standard. The emerging adoption ofplethora of devices in market, and the different. For example, for a business-to- standards such as HTML 5 will push theintroduction of new ones at a rapid clip, business company, visitors may expect to envelope in terms of the functionality mobilebusiness owners need to tread carefully find a click-to-call feature that connects them browsers expect.when making the choice. To ensure you’re with their designated account executive andinvesting your limited customization dollars may not particularly wish to browse productsin the right devices, start by researching or case studies. White Paper | September 2010 | 11
    • Creating an Extensible StrategyThe mobile web marketplace still has many moving parts: competing devices, rivaloperating systems, varying screen resolutions. None of this is likely to change in theforeseeable future. So how do you effectively design and build for all these possibilities?You don’t. At least, not initially.Use your customized strategy and a phased captures the established percentage the iPhone® because that’s where yourimplementation plan to target the high-yield of Mandarin’s Web traffic, Mandarin will customers are, will you be able to reachdevices first. Again, the Mandarin Oriental optimize their mobile website for that device Android users when they reach a criticalHotel Group offers a great example. To get as well. mass? You can if you plan correctly.to market, Mandarin used Web analytics todetermine the most common mobile devices A forward-looking strategy will help you to To help with your forward-lookingits customers currently use and then be ready for expansion later by defining vision, look for technology integrationoptimized the initial launch for the top five. criteria for adding a new mobile device. opportunities and investments that will Extensible strategies also help you prioritize easily grow with you. Integrating yourBut, Mandarin is already looking to extend the technology investments—in things like content management system and process,their mobile web presence. The hotelier content management systems and testing for example, can ensure efficiency as youhas established threshold measures for tools—that will allow you to grow efficiently. deploy to multiple devices.xinew devices, so that any time a new device If you’re starting with a site designed for White Paper | September 2010 | 12
    • Conclusion White Paper | September 2010
    • ConclusionRight now, the revolution in Web communications isnot what people are doing online; it’s how they aregetting online.Savvy companies across sectors are building their brand and business by expanding theirWeb strategy to encompass consumers on the go: MANDARIN ORIENTAL HOTEL POPULAR SCIENCE Mandarin Oriental Hotel Group lets its high- Popular Science magazine embraced the end clientele spend their airport downtime iPad™ to leap into digital publishing in a way planning their next vacation on a mobile site that preserves and enhances the magazine that conveys the elegance and delight of the experience its readers treasure. Mandarin brand. The hotel chain saw ROI in just six weeks. DOMINO’S UK HBO’S TRUE BLOOD Domino’s UK credits a Foursquare-based Television promotions for the new season promotion and additional social media of HBO’s True Blood featured a QR (for initiatives with a 29 percent increase in profits. quick response) code, a barcode-like symbol Nearly a third of the chain’s orders are now that gives mobile phone users a unique placed online. Location-based services like Foursquare let chance to interact with products. Using a camera phone and companies reward customers who “check in” with their mobile downloadable decoding apps, consumers can “scan” QR codes phones at specific locations. Domino’s and other brands are to uncover all kinds of information, like Web links to exclusive driving traffic and positive brand impressions by integrating or custom content. While not yet common in the United States, Web experiences tied to unique capabilities of mobile QR codes are popping up more frequently. Expect to see clever devices—most notably, of course, their mobility. xii QR code campaigns generate a lot of excitement as the novel concept gains marketplace traction.xiiiWhat these market leaders have in clientele or plans—as with the Domino’s and easily extend to new devices later.common is a solid strategic approach Foursquare promotion—to encourageand a road map that makes conquering customers to seek out your mobile site. Consumers are demanding, and startingthe mobile Web marketplace cost to receive more from their mobile deviceseffective and viable. A good mobile thanks to an increasingly powerful mobile Timelystrategy must be: web. Web users are increasingly on the Phased to let you speed time-to-market, while move, and savvy marketers are moving to optimizing your IT and design investments. keep up and even drive this revolution inCustomized online experience.Tailored to your unique customers and theirmobile behaviors and supportive of your Extensible The question is: are you on the move, too?unique brand; this includes incorporating Forward-looking, implemented in such a waytechnology to recognize your mobile that you can start with devices popular today White Paper | September 2010 | 14
    • References[i] “The State of Mobile Apps,” NielsenWire, June 1, 2010, and “iPhone® vs. Android®,” Don Kellogg, NielsenWire, June 4, 2010 ABOUT SITEWORX[ii] Nielsen Telecom, http://ca.nielsen.com/content/nielsen/en_ca/industries/telecom.html Siteworx is an award-winning interactive agency with deep roots in[iii] “Android Soars, but iPhone® Still Most Desired as Smartphones Grab 25% of U.S. Mobile Web content management (WCM), agile design, enterprise search, and Market,” NielsenWire, August 2, 2010. analytics solutions. Siteworx helps interactive marketers, Web strategists,[iv] “Android Soars, but iPhone® Still Most Desired as Smartphones Grab 25% of U.S. Mobile and technology leaders in media, Market,” NielsenWire, August 2, 2010. hospitality, insurance, nonprofit, and a host of other industry verticals to[v] “Mobile World Congress 2010: Smartphones Are The New Phones,” Ian Fogg, Forrester design and build elegant, addictive, Research, Inc., February 25, 2010 and “Mobile Technographics,” Julie Ask and Charles and enduring Web and mobile Golvin, Forrester Research, Inc., April 9, 2009. [In case you want to know, the quoted text experiences. is from the first article and the data is pulled from the Technographics article.] Siteworx is a Microsoft Gold Certified[vi] “Economy + Internet Trends,” Mary Meeker et al, Morgan Stanley Research, presented Partner. For more information, visit October 20, 2009 at Web 2.0 Summit, San Francisco. www.siteworx.com.[vii] MobiThinking: “The Best & Worst of the Mobile Web,” Andy Favell, (2008). HEADQUARTERS[viii] “Case Study: Mandarin Oriental Creates A Brand-Appropriate Mobile Experience,” Vidya 11480 Commerce Park Dr., 3rd Floor Drego, Forrester Research, Inc., June 8, 2010. Reston, VA 20191 703. 964.1700[ix] “Case Study: Mandarin Oriental Creates A Brand-Appropriate Mobile Experience,” info@siteworx.com Forrester Research, Inc., June 8, 2010. ADDITIONAL LOCATIONS[x] Apple®, “The magazine of tomorrow. On iPad™ today.” www.apple.com/ipad/apps-for-ipad/ popular-science/ 1515 Broadway, 11th Floor New York, NY 10036[xi] Siteworx is a licensed vendor of the SDL Tridion Web content managent system, which 1230 Peachtree Street, 24th Floor Forrester Research terms the leader in the field. “Forrester evaluated 10 leading Web Atlanta, GA 30309 content management (WCM) vendors across approximately 115 criteria and found that SDL Tridion continues its leadership in enabling organizations to deliver persuasive 1200-A Scottsville Road, Suite 256 Rochester, NY 14624 customer experiences on publicly facing Websites.” (Forrester Research, Case Study: Mandarin Oriental Creates a Brand-Appropriate Mobile Experience. June 8, 2010).[xii] “Domino’s credits social media for sales growth,” John Reynolds, Marketing Magazine UK, July 12, 2010.[xiii] “QR Codes: Another Marketing Vehicle for Companies,” Kim Schneider, Biznik, May 28, 2010.Copyright (c) 2010. Siteworx, Inc. All Rights Reserved. 11480 Commerce Park Drive, Third Floor, Reston, VA 20191. Siteworx isa registered trademark of Siteworx, Inc. All other trademarks mentioned herein are the property of their respective owners. White Paper | September 2010 | 15