EADS - Corporate Communications in a Multi Device World

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This presentation was given at Magnolia Conference 2013 by Adriano Bezerra-Delaunay, Teamlead Consulting at Aperto and Rainer Blumenthal, Senior IT Manager at Aperto: http://www.aperto.de.

The aim of this presentation is to demonstrate how enterprise content can be published seamlessly via a wide range of mobile devices based on Magnolia CMS. Aperto will demonstrate the development of the project by explaining how a simple desktop-site turned into to a future-proof and channel optimized experience. COPE = Content Once Publish Everywhere … a smooth way for cost-efficient content management implementing Magnolia CMS. Furthermore Aperto will illustrate how to combine different mobile implementation strategies in order to use all device channels most effectively.

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EADS - Corporate Communications in a Multi Device World

  1. 1. 1 EADS – Corporate Communication in a Multi Device World
  2. 2. Aperto: Who is it? From Internet Service Provider to Communications Agency – in Figures 10Of the largest owner-managed advertising agencies in Germany Highest share of digital services of all advertising agencies in Germany Million Euros Anticipated turnover 2013 300 Heads at Present and growing steadily and soundly 1stPlace HORIZONT Ranking 2012, Aperto with a 58% share of digital services Top 33
  3. 3. Aperto: Partner for the Digital Age. Providing all diciplines for successful communication and more. Brand Strategy Public Relations Print, TV, POS, Events Mobile & Apps Online Marketing Web Experiences
  4. 4. Web Analytics CMSMobilePortals & eCommerce Online Marketing Aperto: Proven technology for our clients Social Media Monitoring Newsletter SEO
  5. 5. EADS.com – Facts 100+ editors 12 tenants 9 languages 20.000+ pages
  6. 6. EADS.com – Features 30+ Templates SAP HR Integration Mobile channel + Export API Many individual enhancements
  7. 7. The digital ecosystems are changing.
  8. 8. Mobile web usage increased last year over 40 % in Germany 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 2009 2010 2011 2012 2013 fewer min. once per month min. once per week daily Basis: Deutsche Onlinenutzer ab 14 Jahren Percentace of German online users which use mobile internet Quelle: ARD/ZDF Onlinestudie
  9. 9. A variety of devices with various screen sizes & different performance requests The Problem: Screen Fragmentation and differing performance 10 Challenge: Creating one coherent design for all device sizes 7“ - 17“ 19“- 28“
  10. 10. Cross-platform availability has become a major requirement for digital services 11
  11. 11. New touch interfaces and control concepts are the two sides of the same coin 12
  12. 12. User s expect content parity but optimized for mobile usage 36% 64% of those expect the same content like on the desktop website 14-19 years old Smartphone user Tablet user of all users worry about not mobil-optimized pages 58% 59% 49% 85% 81% 76% Source: Karen McGrane, Mobile Content Strategy , 2011 14-19 years old Smartphone user Tablet user
  13. 13. Experience roaming becomes a major advantage in corporate communication USER WEBSITEVIDEOSOCIAL “App” / Functionalites
  14. 14. Mobile devices: new influencing factors on digital services 15 01 02 03 04 iOS & Android? Retina Display? Touch & Swipe? Different devices Different places Different Activities Different Connections At Home? Office? On the road Social Media? Gaming? PC-Replacement? WLAN? Mobiles Netz? Offline?
  15. 15. The initial situation was not able to serve the needs of a multi-device world
  16. 16. The development of multi-device strategies helps to find a suitable approach
  17. 17. ?Which option to choose for which project Mobile Website ? Responsive ? ? ? ? ? ? Apps ?
  18. 18. At Aperto we developed a common understanding trough all disciplines Responsive Webdesign Adaptive Device Templates Native Apps
  19. 19. Furthermore we eleborated different implementation strategies and criterias Responsive Webdesign Adaptive Device Templates Native Apps
  20. 20. Aperto classified three different mobile implementation options 21 Responsive Web Design Adaptive Web Design Device Templates OS undApp StoresAdaption to screen size Native Apps
  21. 21. Aperto classified three different mobile implementation options 22 Responsive Adaption to screen size 1
  22. 22. Adaptive Web Design Mobile HTML5 templates Aperto classified three different mobile implementation options 23 2
  23. 23. Aperto classified three different mobile implementation options 24 Native Apps OS and App Store 3
  24. 24. Responsive Webdesign Desktop Apps Apps and Hybrid-Apps Apps and Hybrid-Apps Adaptive Device Templates Single pages / Modules Adaptive Device Templates Single pages / Modules Responsive Webdesign Responsive Webdesign Adaptive Device Templates Responsive or AdaptiveTemplates The key to success is the combination of different strategies
  25. 25. Responsive Webdesign Desktop Apps Apps and Hybrid-Apps Apps and Hybrid-Apps Adaptive Device Templates Single pages / Modules Adaptive Device Templates Single pages / Modules Responsive Webdesign Responsive Webdesign Adaptive Device Templates Responsive or AdaptiveTemplates The way EADS goes …
  26. 26. HTML- page 1 1 page in CMS HTML- page 3 HTML- page 2 27 One CMS, one single entry of the content and display through optimized adaptive templates
  27. 27. We suggest to serve desktop and tablet with a responsive site 28 HTML- page 1 1 page in CMS HTML- page 2
  28. 28. Also a smart combination of responsive code and specific templates for mobile is possible 29 1 responsive HTML-Code 1 page in CMS Single pages
  29. 29. The goal: Delivering the EADS content tailored to devices and target groups 30 Magnolia-powered Mobile App of the year 2012 Up To Planet iOS App Investor Relations iOS App Desktop / Tablet Website
  30. 30. 31 The responsive layout serves the “bigger” screens.  From desktop screen to iPad Mini  Smooth adaption  Clear rules on behaviour of content  Work in progress: only the Investor Relations landing page is “responsive”
  31. 31. Adaptive HTML 5 templates serves the needs of the smartphone user  Specialized HTML5 mobile templates based on jQueryMobile Framework  Full focus on UX-needs of smartphone users  Focus on current smartphone generation  Content parity across all device classes
  32. 32. IR iPad App  Designed for specific target groups  Deliverance of CMS content with focus on customiziation  Usage of native free editable widgets
  33. 33. How to serve CMS content to a native iPad app?
  34. 34. Build a smart export API  Reusable for future features  Mobile output format: JSON  Generic for all static content  Individual for dynamic content  Works page-based  UUIDs to identify content  High performance API App 2 App 3
  35. 35. C O P E
  36. 36. C = Content O = Once P = Publish E = Everywhere
  37. 37. Our cross-device approach based on a COPE ready CMS Editors create content once API Tablet / Desktop Mobile Magnolia CMS ONE content source for all relevant channels IR iPad App Up To Planet App
  38. 38. 39 01 Develop a customized multi- device strategy 02 Use one content source to serve all channels 03 Make your web estate ready for a multi- and cross- device world 04 Develop native apps with ADDED VALUE for dedicated target groups Take Aways …be prepared …reduce costs …do it …create value
  39. 39. How many devices do you use? Adriano Bezerra-Delaunay, Teamlead Consulting adriano.delaunay@apertomove.de Rainer Blumenthal, Senior IT Manager rainer.blumenthal@aperto.de
  40. 40. Copyright © Aperto AG Alle Erkenntnisse, Unterlagen und Methoden, dieAperto bei den vorgelegten Konzepten erarbeitet hat, bleiben ausschließlich geistiges Eigentum von Aperto. Die Auswertung der vorgestellten Werke in Form von Ideen, Texten, grafischen Arbeiten, Planungen, Fotos, Bild- & Tonmaterial und/oder anderen Speichermedien, die mit diesem Konzept zur Verfügung gestellt werden, ist ausdrücklich auf die Verwirklichung des Konzepts mitAperto beschränkt. Die Nutzung ist nur frei im Rahmen eines Vertrages mit den Schöpfern und seiner Erfüllung. Nur für den Fall, dass ein Vertrag mit den Schöpfern und/oder denAuswertungsberechtigten zustande kommt, werden Nutzungsrechte eingeräumt. Dann bestimmt sich je nach Verwendungszweck der räumliche, zeitliche und inhaltliche Umfang des Nutzungsrechts sowie die eingeräumte Nutzungsart. Eine von diesen Bedingungen abweichendeAuswertung und/oder Nutzung - ganz oder in Auszügen - sowie die Weitergabe an Dritte stellt eine Urheberrechtsverletzung mit allen rechtlichen Folgen dar. ©© Please note

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