The Mobile Web is dead. Long live the mobile Web.

The Mobile Web is dead.
Long live the mobile Web.
Stefan Nagey – stefan@nagey.com - http://stefan.nagey.com - http://qorvis.com

In the beginning
WAP
T9 input
Small Phones
Smaller Screens

Phones have evolved some.

Not your father’s cellphone.

Where we are today…
HTML5
Decently fast JavaScript engines
Decently fast connections
High-resolution screens

Where we’re going
Convergence of the mobile web and the web
Faster connections
Richer screens
New input paradigms (maybe)
New display methods (maybe)

People use more data now.
Source: Validas

That’s a 419% YoY Increase
In case you were keeping track

All smartphones are created equal

But, some smartphonesare more equal than others
Source: Validas

A different class of device
“Magical Internet Communications” devices
Pocket Computers
“The Third Screen”

A different usage pattern
Apps
Web Browsing
SMS & Email
Voice

It’s about expectations
The iPhone and Android phones give users “the real web”
These users use their web browsers on their phone like web browsers
So why would you treat them differently when they’re on the bus than when they’re at their desk?

But you already know all this…
That’s why you’re here, right?

The First Rule of Mobile Sites

Your organization doesn’t need a mobile website*

Your organization doesn’t need a mobile website*
*except if it does

Exceptions to the rule
Think “web app” more than “web site”
High-volume e-commerce only sites
High functionality (and single function) sites
Mobile Content Channels

Example exceptions
GMail
Google
Amazon
Wikipedia
WTOP

Following the rules
Corporate “Brochure-ware” Websites
Organizational websites
Sites with ecommerce that are not ecommerce sites
Make you Amazon.com, selling your e-book does not.
Sites with reference sections that are not reference sites
Just because Wikipedia jumps off the Brooklyn Bridge…

The Second Rule of Mobile Sites
If you wouldn’t download an app for the site, it doesn’t need a mobile-specific website.

Corollary to the second rule
And even then, it probably doesn’t need one.

Build your app first.
You can optionally promote the app to your userbase on your website
Apps are a constant reminder on the user’s screen of your site and your brand
Apps offer a great deal more in terms of features and functionality – build an experience that fits the form factor

Then build your Mobile-Web site
You’ll already know what’s useful in your mobile app
You’ll already know if you have enough users who use the website and don’t download the app
You’ll already know if these users represent a sufficient revenue stream to justify the cost

Good mobile-specific websites

Ok. I get it. So?

You’ve gotta use a light touch
like safecracking or pickpocketing or insurance fraud (if you make it look like an electrical thing).

The Light Touch – Defined
Interface priorities that match your business priorities
Simple, Clean UI with clear CTAs
Semantically marked-up
SEO Friendly
Accessible (§508 or W3C WAI – AA or better)
Fast to load
Barrier free
Progressive Enhancement

But what about Blackberry?

Back to expectations
Current gen smartphones give users “the real web”
These users use their web browsers on their phone like web browsers
Don’t treat them differently when they’re on the bus than you do when they’re at their desk
Progressive enhancement gives visitors something useable that provides the level of functionality they expect

What it looks like

Daon
Desktop
Mobile

Sourcefire
Desktop
Mobile

Ullico
Desktop
Mobile

A “Great” website works for…
Normal Users
Search Engines
Mobile Users
Screen readers
Other assistive devices

Some counter-examples
From the world’s leading agencies
All screens shamelessly stolen from http://www.narrowdesign.com/future/

TBWA

Leo Burrnett

BBDO

Red Interactive

It all comes back to usability…

Don’t worry about building a Mobile Web Site
Worry about building a great website.

When you do things right,
people won’t be sure you’ve done anything at all.

What does this guy know anyhow?
(short version – not much)

Stefan Nagey(stefan@nagey.com)
Currently – Managing Director, Qorvis Communications
Previously – Director of Web Development, Full Tilt Poker
15 years of web experience
Over 500 mobile-friendly websites, and a dozen apps
For a time, we owned the #1 spot for keyword “poker”
Developed one of the first ARGs for The Manchurian Candidate

Thank you

The Mobile Web is dead. Long live the mobile Web.

by Stefan Nagey on Oct 13, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

2 Embeds 212

Statistics

The Mobile Web is dead. Long live the mobile Web. — Presentation Transcript

http://stefan.nagey.com	209
http://koenteunissen.com	3