Making your Mobile Strategy                Work in the Real World                          Mobile Marketing Live, 2012    ...
Wednesday 10 October 12
State of MobileWednesday 10 October 12
1024 x 768                                  +                              keyboard                                  +    ...
Web renaissance engendered by device diversity       dark ages of the web     age of enlightenment              monoweb   ...
2002                                      mind the                                        gap                    portable ...
2012                mobile =               spectrum of               device typesWednesday 10 October 12
Contexts, interfaces, input methods                            Mobile                            Mobile       Tablet      ...
Web Traffic Sources               55% of American adults               access the web via their               phones      ...
Web tra c sources evolution                                          5%                                     8%            ...
A new web landscape               Explosion in device diversity                                                   ??      ...
Working in the New                              LandscapeWednesday 10 October 12
Mobile web, new medium               New thinking is required               Mobile web uses HTTP, HTML,          176 x 220...
Good experiences are native, not converted               Good experiences are               native to the medium          ...
The device is the canvas               In this renaissance of the               web, the device is the               phone...
The new web is de ned by                                                  makes calls               the devices that const...
Device detection lets you                                                              has               know device capab...
Device detection is best-of-breed toolWednesday 10 October 12
Opera/9.80 (Android; Opera Mini/6.5.26571/26.1305; U; pl) Pres                                              Mozilla/4.0 (c...
Use the best tools availableto/2.8.119 Version/10.5461100320025802a00111000000000507000900000000|OriginalIP:193.105.210.89...
Wrap upWednesday 10 October 12
Landscape changes                     Macro-level changes are happening on the web,                     a web renaissance ...
New approaches & tools                     knowledge of the canvas, the device                     Embrace all of the tool...
Mobile gives the web wings                              - Mary MeekerWednesday 10 October 12
http://deviceatlas.com /                                                  http://gomobi.info /                            ...
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mml - 2012 - Dot mobi presentation

  1. 1. Making your Mobile Strategy Work in the Real World Mobile Marketing Live, 2012 Ronan Cremin, CTO dotMobi @xbsWednesday 10 October 12
  2. 2. Wednesday 10 October 12
  3. 3. State of MobileWednesday 10 October 12
  4. 4. 1024 x 768 + keyboard + mouse = A4 of the webWednesday 10 October 12
  5. 5. Web renaissance engendered by device diversity dark ages of the web age of enlightenment monoweb polyweb 1990 2000 2007 2012Wednesday 10 October 12
  6. 6. 2002 mind the gap portable capableWednesday 10 October 12
  7. 7. 2012 mobile = spectrum of device typesWednesday 10 October 12
  8. 8. Contexts, interfaces, input methods Mobile Mobile Tablet Tablet Desktop Desktop TV TV Physical screen size Pixel 176 x 220 600 x 800 800 x 600 1280 x 720 dimensions to to to to 800 x 1280 2048 x 1536 2560 x 1600 1980 x 1080 Input methods Viewing 0.3m 0.5m 0.7m 3m distance Physical contextWednesday 10 October 12
  9. 9. Web Traffic Sources 55% of American adults access the web via their phones 15% Up from 31% in 2009 6% 31% of mobile internet users go online mostly via their phones 80% Many sites seeing 20% to 30% mobile tra c friendly Smart phones Tablets Desktops increasing number of usersWednesday 10 October 12
  10. 10. Web tra c sources evolution 5% 8% 5% 30% 2% 10% Desktops Phones / tablets TVs 40% Cars E-readers Games consoles Set-top boxesWednesday 10 October 12
  11. 11. A new web landscape Explosion in device diversity ?? just getting started Mobile web tra c is increasing rapidly device they use to access your site, they do c & opportunityWednesday 10 October 12
  12. 12. Working in the New LandscapeWednesday 10 October 12
  13. 13. Mobile web, new medium New thinking is required Mobile web uses HTTP, HTML, 176 x 220 CSS and JavaScript, just like the to web we know 800 x 1280 But it is effectively a new medium , and should be treated as such This new medium runs on a vast 0.3m array of devices, sizes shapes New interfaces & sensors: touch, accelerometer, camera, gyro, compass New contexts: outdoors, on the move, standing, supineWednesday 10 October 12
  14. 14. Good experiences are native, not converted Good experiences are native to the medium Good experiences acknowledge and harness their container Retro- t our desktop web to the new devices The best way to cope with the changes is to cater for devicesWednesday 10 October 12
  15. 15. The device is the canvas In this renaissance of the web, the device is the phone to TV this is no longer a valid assumption for the artist The paint is still HTML, CSS and JavaScript, the protocol is still HTTP ..but the techniques have to changeWednesday 10 October 12
  16. 16. The new web is de ned by makes calls the devices that constitute it big screen touch screen Embracing the device is best way to ensure a good UX makes calls Craft experiences to suit the big screen touch screen Be aware of its features, harness them makes calls big screen Know its limitations, work touch screen around them How can we achieve this?Wednesday 10 October 12
  17. 17. Device detection lets you has know device capabilities camera? mobile device? device type: mobile | desktop | tablet | TV | e- supports reader | set-top box touch? hardware features: screen size | camera | screen colours model | vendor | operating system | version HTML 5 support | JavaScript support | media capabilitiesWednesday 10 October 12
  18. 18. Device detection is best-of-breed toolWednesday 10 October 12
  19. 19. Opera/9.80 (Android; Opera Mini/6.5.26571/26.1305; U; pl) Pres Mozilla/4.0 (compatible; MSIE 6.0; Windows NT) ::ELNSB50::0000 Server-side device Mozilla/5.0 (Windows; U; fr-FR) AppleWebKit/523+ (KHTML, like Ericsson R380 v0.0 (compatible; YOSPACE SmartPhone Emulator We Mozilla/5.0 (compatible; MSIE 9.0; AOL 9.7; AOLBuild 4343.19; detection is only way to Mozilla/4.0 (compatible; MSIE 6.0; Symbian OS; Nokia 5320/3.05 SIE-C3I/2.0 UP/4.1.9 UP.Browser/4.1.9-XXXX get useful device statistics Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; {DB258E51-C Opera/9.80 (BREW; Opera Mini/6.143/26.1305; U; id) Presto/2.8. Mozilla/5.0 (compatible; MJ12bot/v1.4.0; http://www.majesti from sites iBrowser/Mini2.2 (Maui) Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; SV1; BTRS25 Mozilla/5.0 (X11; U; Linux armv7l; en-US) AppleWebKit/533.4 (K Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; SV1; 966906 Used by Omniture, Google Mozilla/5.0 (compatible; NerdByNature.Bot; http://www.nerdb Mozilla/5.0 (Windows; U; Windows NT 5.1; en-us; rv:1.8.1) Geck Analytics, Webtrends, IBM Opera/9.80 (J2ME/MIDP; Opera Mini/4.1.13572/26.1305; U; ru) Pr Opera/9.30 (Nintendo Wii; U; ; 3642; fr) Opera/9.80 (J2ME/MIDP; Opera Mini/4.4.28002/26.1305; U; en) Pr CoreMetrics etc. Wget/1.12 (linux-gnu)|OriginalIP:74.112.131.201 Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; TheFreeDict Nguy?n L??ng UNTRUSTED/1.0 Mozilla/5.0 (Linux; U; Android 2.2.1; en-us; NOOK BNRV200 Buil Important to inform Opera/9.80 (Series 60; Opera Mini/6.24323/26.1305; U; en) Pres 1Opera/9.80 (J2ME/MIDP; Opera Mini/4.2.16320/26.1305; U; en) P Wget/1.10.2|OriginalIP:216.183.81.221 marketing decisions Mozilla/4.0 (compatible :: MSIE 7.0 :: Windows NT 5.1 :: GT |OriginalIP:66.118.218.86 Mozilla/5.0 (Windows; U; es_ES) AppleWebKit/530.19.2 (KHTML, l SGH-Z140 SHP/VPP/R5 SMB3.1 SMM-MMS/1.2.0 profile/MIDP-2.0 conf Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; SV1; BTRS12 Opera/9.80 (Series 60; Opera Mini/6.1.25580/26.1305; U; tr) Pr Mozilla/4.0 (compatible; MSIE 7.4; Windows NT 5.1; .NET CLR 2. Mozilla/4.0 (compatible; MSIE 7.2; Windows NT 5.1; .NET CLR 2. Mozilla/5.0 (Series40; Nokia3120classic/10.00; Profile/MIDP-2. Opera/9.80 (J2ME/MIDP; Opera Mini/4.2.21628/26.1305; U; es) Pr AppEngine-Google; (+http://code.google.com/appengine; appid: p AppEngine-Google; (+http://code.google.com/appengine; appid: pWednesday 10 October 12 sam335[TF268435459606237430000000016412330640] UP.Browser/6.2.
  20. 20. Use the best tools availableto/2.8.119 Version/10.5461100320025802a00111000000000507000900000000|OriginalIP:193.105.210.89 In this new web landscapeGecko) AdobeAIR/1.1bsite Edition 1.10)Windows NT 6.1; Trident/5.0)|OriginalIP:108.112.132.131 you need all of the help46.2.3; 1657) Opera 8.60 [en] you can getD23-D046-8027-065117959629}; SV1; .NET CLR 1.1.4322)|OriginalIP:208.80.194.71119 Version/10.54c12.co.uk/bot.php?+)|OriginalIP:94.179.71.147 Device detection is a very141; GTB7.2; .NET CLR 2.0.50727; .NET CLR 3.0.4506.2152; .NET CLR 3.5.30729)HTML, like Gecko) Chrome/5.0.369.2 Safari/533.4974703; feed/7.3.00289) powerful toolynature.net/bot)|OriginalIP:188.40.103.9o/20061010 Firefox/2.0esto/2.8.119 Version/10.54 Users pick the device, notesto/2.8.119 Version/10.54ionary.com; .NET CLR 1.1.4322; .NET CLR 1.0.3705; .NET CLR 2.0.50727)|OriginalIP:91.207.8.26d/ERD79) Apple WebKit/533.1 (KHTML, like Gecko) Version/4.0 Mobile Safari/533.1|OriginalIP:76.180.215.234to/2.8.119 Version/10.54resto/2.8.119 Version/10.54B6.3 :: missing important facts :: .NET CLR 2.0.50727 :: .NET CLR 3.0.04506.30 .NET CLR 3.0.4506.2152 :: .NET CLR 3.5.30729)ike Gecko) Dreamweaver/11.0.0.4909 Version/4.0.2 Safari/530.19.2iguration/CLDC-1.17398; BOIE8;ENUS)esto/2.8.119 Version/10.543.86804)0.82821)1 Configuration/CLDC-1.1) Gecko/20100401 S40OviBrowser/1.8.0.50.5esto/2.8.119 Version/10.54yread)|OriginalIP:209.85.224.93yread)|OriginalIP:209.85.224.883.8 (GUI) 10 October 12 Wednesday MMP/2.0
  21. 21. Wrap upWednesday 10 October 12
  22. 22. Landscape changes Macro-level changes are happening on the web, a web renaissance is beginning Every indication that device diversity will the beginning The multi-device web experience is becoming a di erentiating factor for brandsWednesday 10 October 12
  23. 23. New approaches & tools knowledge of the canvas, the device Embrace all of the tools in the tool box same mistake One essential tool is device detectionWednesday 10 October 12
  24. 24. Mobile gives the web wings - Mary MeekerWednesday 10 October 12
  25. 25. http://deviceatlas.com / http://gomobi.info / http://deviceatlas.com/ futureofthemobileweb Ronan Cremin rcremin@a lias.info @xbsWednesday 10 October 12

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