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Mobile Presence: What's Your Flavor?

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  • 1. August, 2011 Mobile Presence: What’s Your Flavor?IntroductionSummertime is that time of the year that manyentrepreneurs start thinking about the future oftheir business. It allows just for that little morebreathing space to reflect on what‟s to come andwhere to put your efforts into next.If this sounds familiar, you might want to considerthe option of bringing your business into themobile space. In 2010, the number of mobilesurfers tripled worldwide, a trend that seems tocarry on in 2011. And although mobile surfers mayonly still count for 6% of total traffic, their numbersare growing rapidly, probably also in your business‟target group.So let‟s discuss your options for a mobile presencefor a while. Summer-style.Geert De LaetTechnology EvangelistBart VerbeerenSenior Interaction DesignerLUON | www.luon.com 1
  • 2. Mobile Presence: What’s Your Flavor?Mobile Flavor 1: Stracciatella (aka ‘my-site-with-bits-of-mobile’) If you already have a deliciously Why go with a tweaked version of your vanilla flavored desktop website, website? you could go mobile pretty easily just by adding or adjusting some Like stracciatella, it‟s an easy choice: it can be bits and pieces. A few tweaks like implemented pretty easy into existing sites, increasing font size and link areas without a large costcould already make a whole lot of difference for amobile surfer visiting your website. The website‟s branding is maintainedHowever, in this approach the mobile presence is a You only have to maintain 1 websitemere carbon-copy of your desktop presence. Andthat should never ever be the case. Mobile usershave other needs and expectations than desktop Why stay away from it?users do. It‟s not plain vanilla, but it‟s not chocolate either: it Based upon mobile surfing behavior tree offers a far from ideal experience to the types of mobile users are to be mobile user distinguished: Because all of the assets of the desktop version  Repetitive now: users interested in remain present, a tweaked design website will repetitive information that’s available suffer longer download times. fast and always like weather reports, stock quotes, blog posts, … The content and navigation („information  Bored now: surfing to kill time: for architecture‟) are not optimized for mobile usage! example while waiting for the train  Urgent now: find something specific fast ‘on the spot’, like the address of a local restaurant or directions to the airport (Source: Google)LUON | www.luon.com 2
  • 3. Mobile Presence: What’s Your Flavor?Mobile Flavor 2: Speculoos (aka ‘my-site-with-transformer-capabilities’) Speculoos flavored ice cream is Why go with responsive design? kind of the new kid on the block. It may not be fully integrated yet, You can build upon your previous efforts of but it has all the elements developing your desktop website. Only the needed to become a true classic. presentation of the content will change.Which is also the case for „responsive design‟, You only have to maintain 1 website.„adaptive layout‟ or whatever name you want tocome up with to indicate that your site will Compared to the „stracciatella‟ option, it offers amagically adapt to the device used to visit it. far more user-friendly experience to the user. Content and navigation flow for the desktop and mobile versions can differ: It is possible to for example simplify your navigation in the mobile version. When of course content and navigation would be completely different, you might want to opt for a dedicated mobile website (see Mobile Flavor 3). Desktop version of the website. Why stay away from it? The new kid on the block is not very much welcomed by the elders: Older browsers like Internet Explorer 8 don‟t support Media Queries. Because all of the assets of the desktop version remain present, a responsive design website will suffer longer download times. Mobile version of the website with altered layout using responsive design.To accomplish this, adaptive layout uses a featureof the latest version of CSS (CSS3), called „mediaqueries‟, a way to query which kind of media isconnecting to your site in order to offer the mostsuitable interface possible.LUON | www.luon.com 3
  • 4. Mobile Presence: What’s Your Flavor?Mobile Flavor 3: Chocolate (aka ‘mobile-sweetness-for-the-masses’) Ah, the sweet taste of chocolate… Why go with a dedicated mobile site? Such an obvious favorite. But rightfully so! Compared to a mobile presence based upon your desktop website (see Mobile Flavors 1 and 2), a If you want to please the masses, dedicated mobile site will have a much better create a decent dedicated mobile performance.website. You can select content relevant on mobile,you can offer it in an optimized navigation Since it was created for mobile, it will be morestructure and perhaps even throw in a couple of user-friendly on mobile devicesmobile-only features. Being a website, it can be viewed on different mobile devices (think iPhone, Android devices, …). Why stay away from it? You have to build the dedicated mobile website, which will lead to a higher development cost. You have to maintain an additional website You can’t make use of all the specific capabilities of the device like the camera or accelerometer (which detects the orientation of the device). A mobile browser can never access those. So if that‟s your game, you‟ll have to pick Mobile Flavor 5 below from our menu… The LUON dedicated mobile websiteLUON | www.luon.com 4
  • 5. Mobile Presence: What’s Your Flavor?Mobile Flavor 4: Dame Blanche (aka ‘even-more-mobile-sweetness’) We‟re in another ballgame now. Why go for HTML5/CSS3 web app? We‟re not talking one or two scoops on a cone any more. Access to more functionalities using HTML5 We‟re talking full coupes with warm chocolate sauce and Richer user interface using CSS3 home-made whip cream. And a cookie. Bigger reach than a native app because it is browser based New technologies are arising to create such full flavor mobileexperiences. HTML5 and CSS3 already allow you to Why stay away from it?create very rich mobile user interfaces that mimic atrue native app (see Mobile Flavor 5), but are Both HTML5 and CSS3 are far from fullyaccessible on different devices through the browser. supported by mobile browsers. Before pickingEspecially for mobile applications, this new way of this flavor, make sure you‟ll be able to reach yourworking is very promising because it combines the target group.best of both worlds: it offers great functionalities Although you have more possibilities using(such as working offline) as well as reach (it can be HTML5, you still won’t be able to make use ofviewed on iPads, Android tablets and so on). all the specific device capabilities. Example of an iPhone web app built using HTML5 and CSS3LUON | www.luon.com 5
  • 6. Mobile Presence: What’s Your Flavor?Mobile Flavor 5: Banana Split (aka ‘all-the-mobile-goodies-with-sprinkles-on-top’) So you want to have it all now, do you? Even the little cherry on top… If that‟s the case, you shouldbuild your own “native” application. Nativeapplications are applications that are builtespecially for the device they will run on. They don‟tneed a browser to run and can access all thedevice‟s features like camera and GPS.Mobile applications are mostly offered via one ofthe “application supermarkets”. Apple has its AppStore, Google has its Android Market, Blackberryhas its App World. From there, applications can bedownloaded (for free or paid).Why go for a native app?Optimized in terms of speed and performanceYou can use all the native device controlsHigher brand visibility: Your application will be findable in the The ‘spinner’ functionality of the Solo Open application market(s) Kitchen native iPhone app Your application will be visible directly on the desktop of the mobile device You can use notifications to establish a frequent contact with the users Why stay away from it?You can charge a little something for your app High development cost (especially if you want to support a lot of different devices) Hard to maintain Design for repeat users According to a recent usability study by the Third-party approval is required before the Norman-Nielsen Group, native applications app is available in stores. work best when they are designed for customers who are already fans of the brand and engage with it on a regular basis.LUON | www.luon.com 6
  • 7. Mobile Presence: What’s Your Flavor?So now what’s your flavor? ice cream man in the street, you too will have to make yourself heard. And you too will have to keepThere is no right or wrong answer to this question. track of what happens on your mobile site toWhile Mobile Flavor 1 and Mobile Flavor 2 might make sure that your mobile business doesn‟t lose itsbe quick win strategies, they might not necessarily taste of sweetness.be the best solution for your business, the solutionthat will guarantee you the highest ROMI (Return Want to discuss your mobile presenceOn Marketing Investment). with us?To find out what is, you‟ll have to answer a couple LUON has extensive experience in all flavorsof questions: of mobile projects through past projects for clients like Unilever Solo, Ello Mobile, SonyWhat is your target group? Ericsson and Acasa Invest.Try to figure out how „mobile‟ your target group is.Start with digging up the numbers of mobile traffic We can help you figuring out the bestfrom your web analytics package. But it might also approach for your business so that yourbe a good idea to do a quick customer survey. investments in the mobile space pay off to the maximum.What are your (mobile) goals?What do you want to accomplish with your mobile Please contact us via glintermans@luon.compresence? Is it just a matter of „being present‟ –in or call +32 478 32 46 00which case a simple mobile website will probablydo- or do you want to offer something unique forbranding or acquisition purposes –in which case About LUONyou‟d probably rather want to create a native app-? LUON is a customer relationship marketing agency.What is your added value in the mobile By developing campaigns and programs based onspace? smart ideas, relevant content and a matchingIf you have content that is highly suited for mobile experience, we help brands benefit from a fruitfuluse, try to leverage on it by offering it in the best relationship with their customers. Its all a matterway possible. For example, don‟t opt for Mobile of making the right offer at the right moment in theFlavor 1 if you‟re a site offering flight information. customer‟s lifecycle, across all relevant interactiveInstead think of a dedicated mobile website or media.even a native application. Every project we work on is based on clear and measurable objectives. Which helps us in our burning ambition to achieve extraordinary ReturnOne more thing… On Marketing Investment, together with greatMind you that a mobile presence is no different clients such as Unilever, Sony Ericsson, Vaillant,from any other marketing effort. Above all, it Tech Data, Thomas Cook, Microsoft, Fnac and Elloshould fit your global marketing and Mobile.business strategy. Second, it will need a lot ofeffort to make it work. People will not justmagically find your mobile site or application, youwill have to actively drive traffic to it. Just like theLUON | www.luon.com 7
  • 8. Mobile Presence: What’s Your Flavor?Contact Geert De Laet Technology Evangelist gdelaet@luon.com @geertdelaet Gert Lintermans Client Services Director glintermans@luon.com +32 478 32 46 00LUONBrusselsesteenweg 560 - 3090 Overijse – BelgiumT +32 2 686 00 10 - info@luon.com - @LUONhttp://www.luon.com/LUON | www.luon.com 8

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