Mobilising Brands Properly! - PREZENCE DIGITAL

timprezence
Tim Bishop
tim@prezence.co.za

12 million on mobile web6 million on desktop web
Only a 2 million cross-over= 10 million more people

has spoken!
...the numbers say it all

Mobile Search - rapid growth in SA
60% of all Google Searches are done from a mobile device during the weekend in South Africa!
mobile
25%
60%
mobile
desktop
desktop

So who are these mobileweb users in SA?

South African Mobile Web users LSM
LSM 6 Black mid 20’s, Slight Male skew
* Source Admob July 2010

What exactly is a ‘Mobi’ deviceanyway?

6000+ of these things!
A non-desktop device, that due to its size and context of use, needs to be treated differently

Mobi building is complex
It is not the same as web!

Bliss! - The luxury of web design!
Lots of space, a few browsers and easy input controls

F*%k - The problems of mobi design
No space, 6000 devices (more variants)crude input controls

The first considerations
(especially in SA) Speed and cost

CONSIDERATIONSCONNECTION SPEED
A variety of connection speeds, handset capabilities and network coverage issues. 3G users could also be out of range!
OPTIMISE MOBI TO THE MAX!
+
Maximum
mobi page target size of 35 Kilobytes
15 secs
6 secs
3 secs
>2 secs

CONSIDERATIONSDATA COSTS
A Pay as You Go society in SAmeans your mobi site costs users VERY VISIBLE Rands and Cents
Only deliver the content they need or ask for!
R2.00 per Mb for most Pay as You Go customers
Lower rates are available for bundles or contract customers

Size, length and width
IS important!

No really.... with mobile
sizeIS important!

Unlike web: One size does not fit all!
If you build your mobi to cater for small phones...
Samsung E250 - 128 pixels wide

One size does not fit all!
It is unusable on larger ones!
?
?
Blackberry 9000 - 480 pixels wide

If you build for larger phones...
Blackberry 9000 - 480 pixels wide

It will be very difficult to use on the smaller ones!
Wow!I can see a cloud!
Samsung E250 - 128 pixels wide

If you design for the average sized phone...
LG K360 - 240 pixels wide

It won’t be an ideal experience for anyone else!

One very important thing
that is always overlooked

TOUCHThe rules change yet again...
Fingers are not matchsticks
So leave room!

TOUCHWhat to give your users...
Menu space clickable areas large buttons more links
SPACED OUT NAV
BIG INPUT AREA
FULL AREA CLICK
FULL AREA CLICK
ARTICLE SPACE
SPACED OUT NAV
FULL AREA CLICK
SECTION CLICK
LARGE
BUTTONS
CLICK
IMAGES

There are many challenges when building for mobile

So many devices
So many screen sizes
So many browser types
So many file formats
So many device manufacturers
So many connection speeds
So many platforms and op systems
Touch or cursor inputs...
So much to deal with before we even start considering the design!

Mobilising the masses... We start with technology

6000+ different devices =
HCAHandsetContent
Adaptation
6000 mobi sites

Some real world examples
Who could do better?

Real world examples
supersport.mobi
44kb
No images
8.6c
44kb
No images
8.6c
No device resizing (HCA)
No touch provision

Real world examples
mweb.mobi
101kb
20c
101kb
20c
No device resizing (HCA)
Only for larger phones

Real world examples
24.mobi
25kb
4.9c
34kb
6.8c
Limited device resizing
No touch space

Real world examples
m.iol.co.za
19kb
3.7c
24kb
No images
4.7c
Device resizing
No touch space

Real world examples
ewn.mobi
14kb
With images 2.7c
24kb
With images
4.7c
Device resizing (Full HCA)
Touch provision

Real world examples
timeslive.mobi
27kb
With images 5.4c
52.2kb
With images
10.4c
Device resizing (HCA)
No touch space

Real world examples
entertainmentafrica.mobi
19kb
With
images
3.7c
29kb
With images5.6c
Device resizing
Touch provision

So, to mobilise properly...
Let the tech do some work

Handset downscale and upscaling
Perfect rendering to all handsets
Touch aware and layout adaption
Dynamic image resizing/optimising
Handles compatible file delivery
HCA

Deliver perfect experiences ...regardless of handset

Multimedia VIDEO
The ideal experience
SK (2) We are encoding 20 variants per trailerfor perfect experience!
Easy, small and low quality... NO!

Future proofing with HCA
NEW Blackberry
TOUCH NEW Samsung WAVE
NEW ANYTHING!

So that’s some technology
...what else is there?

Consideryour user...
everyone!
Always design for the lowest common denominator and enhance upwards for the most content hungry users
Consider those who have limited mobile experience - education
Consider those who have lower literacy capabilities - intuitive
Consider those who want the basic information – FAST - snack
Consider those who are experts and want everything - expand

(Content)CONTEXTis KINGThey may be on the loo!

‘MOBILE’ also describes the user...
A MOBILE user’s circumstances and situation vary. Content becomes less relevant if we ignore the CONTEXT of the viewer!

CONTEXT first: then relevant content
Browsing one handed (coffee)
In a queue and wants to jump it
On the loo with time to kill
Lost and needing fast directions
Needs traffic / weather info
Product research and comparison
Want to engage with your brand
WANT TO SOCIALISE AND CHAT!
CONSIDER WHERE AND WHY!

Mobile design approach... ...its a little cramped!

Mobi design = organising a tiny desk
Place the most important things close by and work outwards

Hierarchy design computicket.mobi
EVENT DETAIL
NEWS
MORE INFO
FAQS
CALL US
SSL CHECK
EVENT DETAIL
CONTACT US
STORE FINDER
TERMS+CONS
TRANSACTIONS
COMPETITIONS
BOOKING DETAIL
MULTIPLE PAGES
GEO MAPPING
MAIN CATEGORY
MULTIPLE FAQS
CLICK TO CALL
DISPLAY/ACCEPT
PHONE COMPAT?
FURTHER DETAIL
MULTIPLE ARTICLE
C/CARD LOOKUP
FORMS
MORE INFO
MAIN CATEGORY
70% OF
BOOKINGS
MAIN ACTIONAREA
LOGIN
ALL EVENTS
BUS/TRAVEL
ON STAGE
LIFESTYLE
MUSIC
SPORTS
TRAVEL OFFERS
BUS BOOKING
W/W/WHEN
OR REGISTER
W/WHERE/WHEN
HOME PAGE
W/WHERE/WHEN
W/WHERE/WHEN
W/WHERE/WHEN
W/WHERE/WHEN
FEAT. PACKAGES
AVAILABILITY
HIGHLIGHTED
MAIN ACTIONAREA
EVENTS
LESS IMPORTANT
LESS IMPORTANT
SEARCH ALL
EVENTS

MOBILISE...
Do not MINIATURISE

User’s need FAST snacky info + Nav
Remember CONTEXT - Make it OBVIOUS AND EASY...

Make a click meaningful ...use Action Areas

Where am I?I am sure I just clicked!
Build information ‘above the fold’ to make sure the user knows where they are... Show change to the user in ‘Action Areas’ (Visible Screen)
Top menus
No obvious change
Cursor Nightmare!
Each click shows a clear change on each page refresh

Enhancing upwards... unlock device capabilities
For the minorities (but future majorities)

Enriched functions & UX for handsets
Mobi can access advanced handset features such as geo-location for mapping and geo-targeted content.
Custom mobi interfaces can be aimed at handsets
Optimise video & rich content for enhanced handsets
GPS integration for
mapping and geo-location
Custommobi interfaces

Easy mobi publishing... Use a single cms platform

Sterkinekor.com
mobile.Sterkinekor.com
Single content upload..
Multiple automated deployments

Computicket.com
Computicket.mobi
Computicket.mobi launching in October 2010

Poor student to flush student..
...in 10 minutes!
Mystudentloan.standardbank.co.za

Seventeen.mobi
Mobile can be beautiful!
Fully integrated into Predator web publishing CMS system
Customised CMS modules to expand mobicapabilities
Phased approach to full deployment
User generated imagery
Competition management
UGC ENGINE

EWN.mobi
Eye Witness News
Fully integrated into existing CMS system
Video management
Content feed aggregation
User generated feedback
Premium content integration
User comments engine
Multimedia downloads
SMS alert system

EntertainmentAfrica.com
EntertainmentAfrica.mobi

EMI.co.za
Dual Web / Mobile deployment
Fully integrated into customised publishing CMS system
Multimedia management
Content feed aggregation
Buy-Now outbound links
Genre / label based search
Category sorting and listing
Competition management

Mobi is a brand touchpoint It should look the part!

Mobi should leave a great impression
When built properly, your mobi site will be a perfect brand ambassador

So why are great brands getting it so wrong?

CocoPops did everything right....
except the mobisite!
Does this mobisite do a great brand (targeting kids) justice?WHY NOT?
Great engagement opportunity lost?

Personalisation helps UX
Know who your users are!

If you know who is visiting....
You can personalise!
MSISDN + PROFILING
Pre-select favourite cinema, regions, events or genres to make UX better!

Application v Mobi?
In Africa – spend carefully!

App v Mobi - We are not the US!
Don’t believe the hype... South Africa is very different!
Less important
US DATA – NOT SA DATA

Think of the SA market...
only 100k iPhones in SA!(20% active app users = 20,000 + 27 iPads!)

South African handset penetration
Samsung 29.9%
Nokia 39.8%
Smartfone = 6%
* Source Admob July 2010

20 Million Nokia handsets in SA....
100+ Devices

NOKIA Ovi – EntertainmentAfrica.com

(Social) power to the people!
Giving the nation a voice

Power of social interaction: Stickiness

Getting it right in Africa:That’s AYOBA
“Is the Tswana Derby better to watch than the Soweto derby these days?”
Context
Content
UGC
Voting polls
Commentary
Sticky Social

The language of Africa:That’s AYOBA
My profile
My inbox
My friends
My wall
My albums
My picture
My photos

Location locationlocation
Proximity brings relevance(Where I am and where my friends are is important)

Location based social – network + hardware
Mobile social networks can add more
relevance by using location as hooks.
Find and interact with friends while skiing!
Augmented reality
location SM apps

Grow a social network... Just add water $50!

Mobile Social Media in a box:Motribe
“When you can’t always speak to your brand fans... Let them speak to each other!”

Mobile Social Media in a box:Motribe
“Gather your brand fans together to engage with you and socialise with each other!”

Your mobi must be a great user and brand experience
and perform beautifullyregardless of the device

You must focus on ‘context’ before considering content
Be relevant and give users a reason to come back

Mobilise properly... Just making it smaller is not enough!

timprezence
Tim Bishop
tim@prezence.co.za

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Mobilising Brands Properly! - PREZENCE DIGITAL

by Tim Bishop

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