One Size does Not Fit All: Selecting the Right Mobile StrategyKentico mobile strategy webinar presentation

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The key to a successful mobile strategy is aligning user needs with your business goals and evolving mobile technologies. Once you have alignment, the focus turns to determining the right strategy for your business:

• Responsive website?
• Mobile website?
• Native application?

During this webinar, we'll help you understand these three mobile strategy options with a side-by-side comparison, as well as best practices and key considerations. This discussion will help attendees ask the right questions to determine the best mobile solution to meet their business needs.
About our speaker Jeff Willinger
Jeff Willinger is the Director of Social Computing, Collaboration and Intranets at Rightpoint and was recently named one of the top SharePoint influencers to watch in 2013, for the third year and is recognized as one of the top social media personalities in the country. He specializes in advising clients on social computing strategies, social intranets and portals, mobile reach vs. reach and increasing employee engagement. With experience spanning more than two decades, he is an internationally recognized speaker and expert in all CMS solutions and is a technology and business evangelist with deep expertise in information architecture, enterprise content management, and web 2.0 technology strategy. A character with character, he is the President and Founder of the Social Media Club of Chicago.

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  • Welcome everyone, it’s a pleasure and a privilege to be presenting to you today. Let’s take a quick at what we’ll be covering during our mobile strategy presentation.
  • We’ll start off with a high-level overview of the 4 key mobile strategies, talk about why now is the time to start focusing on mobile, and then take a closer look at the mobile strategy landscape, that hopefully provides you with clarity and insight to help you make informed decisions about which strategies are best for you. At the end we’ll recap and answer any questions you might have.
  • Before determining the strategy or strategies that are right for you, it’s important to have alignment between your user needs, business goals, and mobile technologies. Once you’ve done the due diligence that lays the foundation and paves the way, you can start determining which strategy is the right one, whether it’s a responsive website, mobile web application, native application, hybrid application or a combination of these strategic approaches.
  • People are spending more and more time on their mobile devices and it’s only going to continue to increase.
  • Smartphones and tablets are an increasingly important part of a customer’s purchase path, supporting both the research and transactional step in the journey. More and more people are relying on their smartphones to stay up to date on relevant news and emails.
  • Keynote survey of over 5,000 mobile users showed a fair bit of frustration over download speeds, particularly on smartphones. survey covered 3,145 smartphone users and 1,976 tablet users in the U.S.).People expect mobile experiences to be immediate and contextual. This ties back in to one of our earlier points about aligning your business goals with your user needs. While you need to understand the needs and goals of your specific target audience, you also need to make sure you’re covering off on the expectations and needs that are true across all audiences.
  • Let’s take a look at the mobile strategy landscape
  • Responsive websites are very well suited for content-driven websites, where people can access site features, functions, and content through their desktop, laptop, or any mobile device.
  • Mobile web applications are a great way to provide consistent user experience across all platforms and mobiles devices.
  • Native applications provide the most seamless user experience because they are installed directly on the user’s mobile device and can take full advantage of the phone’s features.
  • Hybrid applications are built with web-based code such as CSS, HTML, and Javascript like a web app, but they run locally on a user’s mobile device rather than through a web page.
  • As you’re considering the different mobile strategies, it’s important to spend time thinking and discussing how you will support your efforts across your organization and drive towards success, meaning how your strategy will be supported with tactical execution
  • Whatever mobile strategy you choose, it will continue to grow and change over time and is best supported as a practice and not a one off project. Treating your mobile strategy as a practice will go a long way in making your business flourish in the mobile space.
  • It’s imperative to keep yourself accountable by making sure you’re measuring your implemented strategy and that all data, metrics, and key performance indicators are clearly mapped to your business goals.
  • To save time and money, as well as ensure you are delivering a compelling and meaningful experience, you need to research, plan, and design for the needs of your target audience.
  • In addition to making your mobile strategy a business practice, make it a part of your organizational DNA and culture by distributing the strategy across all your business units and leaders.
  • Responsive sites and web apps have very limited access to device data and hardware, like GPS.In 2012 Mark Zuckerberg said that Facebook made a big mistake betting on the mobile web and not providing a full native app to Facebook users. Up to that point, the Facebook app had been a hybrid app but was replaced in 2012 with a full native app. 
  • One Size does Not Fit All: Selecting the Right Mobile StrategyKentico mobile strategy webinar presentation

    1. 1. ONE SIZE DOESN’T FIT ALL: SELECTING THE RIGHT MOBILE STRATEGY 2.18.14 Jeff Willinger @jwillie
    2. 2. WHO AM I • JEFF WILLINGER Regular speaker and evangelist on the value of SharePoint, Social Networking, Social Media, Social Computing and Intranets and Mobile everything. President of Social Media Club. • Twitter, Facebook and LinkedIn Expert. • Copyright © 2013 Rightpoint | Proprietary and Confidential 2
    3. 3. WHAT’S IN IT FOR YOU? An offer: I am sending you a white paper on the future of mobile Follow @jwillie and Tweet this: “ Listening to @jwillie rant and rave about mobile strategies with #KenticoCMS ” OR Copyright © 2013 Rightpoint | Proprietary and Confidential 3
    4. 4. “LIKE” ME Copyright © 2013 Rightpoint | Proprietary and Confidential 4
    5. 5. MOBILE STRATEGY STARTS EARLY Copyright © 2013 Rightpoint | Proprietary and Confidential 5
    6. 6. AGENDA 1 Mobile strategy overview 2 Why mobile, why now? 3 Understanding your mobile strategy options 4 Best practices and key considerations 5 Weighing your options 6 Recap and Questions Copyright © 2013 Rightpoint | Proprietary and Confidential 6
    7. 7. MOBILE STRATEGY OVERVIEW
    8. 8. WHICH MOBILE STRATEGY IS RIGHT FOR YOU? The key to a successful mobile strategy is aligning user needs with your business goals and evolving mobile technologies. Once you have alignment, focus on determining the right strategy for you: RESPONSIVE WEBSITE MOBILE WEB APPLICATION NATIVE APPLICATION HYBRID APPLICATION Copyright © 2013 Rightpoint | Proprietary and Confidential 8
    9. 9. WHY MOBILE, WHY NOW?
    10. 10. Time spent with mobile phones and tablets (excluding voice calls) has nearly tripled since 2011. Copyright © 2013 Rightpoint | Proprietary and Confidential 10
    11. 11. MOBILE IS PLAYING A LARGER PART… In the purchase path… 68% In news consumption… Year over year mobile commerce revenue growth from 2012-2013 Source: eMarketer, Sept 2013 In blurring personal & work lines… 42% 31% Of respondents indicate they receive breaking news text alerts or notifications via mobile Source: Mojiva, State of mobile news consumption, 11/12 of email opens come via mobile Source: Hubspot Copyright © 2013 Rightpoint | Proprietary and Confidential 11
    12. 12. AND USERS INCREASINGLY EXPECT MOBILE EXPERIENCES… To be fast… To be optimized… 60% 55% of tablet users expect to wait less than three seconds to get to a website.1 of smartphone users said a frustrating experience on a (mobile) website would hurt the perception of the brand.2 64% 61% of smartphone users want websites to load within four seconds.1 1 Source: Keynote Competitive Research, Mobile User Survey of mobile users will simply “move on” or abandon a site if they encounter a non-mobile-friendly user experience.2 2 Source: Google, Q3 2012 Copyright © 2013 Rightpoint | Proprietary and Confidential 12
    13. 13. UNDERSTANDING YOUR MOBILE STRATEGY OPTIONS
    14. 14. GETTING YOUR HEAD AROUND THE MOBILE LANDSCAPE RESPONSIVE WEBSITE • Use special code called CSS Media Queries to detect screen width • Adapts a website’s layout to various device screen sizes Copyright © 2013 Rightpoint | Proprietary and Confidential 14
    15. 15. Copyright © 2013 Rightpoint | Proprietary and Confidential 15
    16. 16. GETTING YOUR HEAD AROUND THE MOBILE LANDSCAPE RESPONSIVE WEBSITE • Use special code called CSS Media Queries to detect screen width • Adapt a website’s layout to various device screen sizes MOBILE WEB APPLICATION • Designed and built for mobile web browsers • Compatible with all smartphones and tablets via mobile web browser Copyright © 2013 Rightpoint | Proprietary and Confidential 16
    17. 17. Copyright © 2013 Rightpoint | Proprietary and Confidential 17
    18. 18. GETTING YOUR HEAD AROUND THE MOBILE LANDSCAPE RESPONSIVE WEBSITE • Use special code called CSS Media Queries to detect screen width • Adapt a website’s layout to various device screen sizes MOBILE WEB APPLICATION • Designed and built for mobile web browsers • Compatible with all smartphones and tablets via mobile web browser NATIVE APPLICATION • Designed and built for mobile operating systems (iOS, Android, Windows 8) • Customers install on their phone from an App Store download • Accesses and uses phone features, e.g. camera, scan, GPS, and other functions Copyright © 2013 Rightpoint | Proprietary and Confidential 18
    19. 19. Copyright © 2013 Rightpoint | Proprietary and Confidential 19
    20. 20. GETTING YOUR HEAD AROUND THE MOBILE LANDSCAPE RESPONSIVE WEBSITE • Use special code called CSS Media Queries to detect screen width • Adapt a website’s layout to various device screen sizes MOBILE WEB APPLICATION • Designed and built for mobile web browsers • Compatible with all smartphones and tablets via mobile web browser NATIVE APPLICATION • Designed and built for mobile operating systems (iOS, Android, Windows 8) • Customers install on their phone from an App Store download • Access and use phone features, e.g. camera, scan, camera, and other functions HYBRID APPLICATION • Available in App Stores and takes advantage of phone features • Relies on web technologies, but runs locally on the device via an embedded browser Copyright © 2013 Rightpoint | Proprietary and Confidential 20
    21. 21. Copyright © 2013 Rightpoint | Proprietary and Confidential 21
    22. 22. BEST PRACTICES
    23. 23. BEST PRACTICES FOR SUPPORTING STRATEGY IMPLEMENTATION RESPONSIVE WEBSITE MOBILE WEB APPLICATION NATIVE APPLICATION HYBRID APPLICATION Copyright © 2013 Rightpoint | Proprietary and Confidential 23
    24. 24. TREAT YOUR STRATEGY AS A PRACTICE RESPONSIVE WEBSITE 1 MOBILE WEB APPLICATION Mobile strategy as a practice not a project NATIVE APPLICATION HYBRID APPLICATION Treating Mobile Strategy as a practice will enable you to continually align business goals, audience needs, and evolving technologies. Copyright © 2013 Rightpoint | Proprietary and Confidential 24
    25. 25. GO AFTER MEASURABLE OUTCOMES RESPONSIVE WEBSITE MOBILE WEB APPLICATION NATIVE APPLICATION HYBRID APPLICATION 1 Mobile strategy as a practice not a project Treating Mobile Strategy as a practice will enable you to continually align business goals, audience needs, and evolving technologies. 2 Map business goals to measurable outcomes Clearly mapping business goals to measurable outcomes will enable you to effectively manage and refine your strategy based on performance. Copyright © 2013 Rightpoint | Proprietary and Confidential 25
    26. 26. DESIGN FOR NEEDS AND GOALS OF YOUR CORE AUDIENCE RESPONSIVE WEBSITE MOBILE WEB APPLICATION NATIVE APPLICATION HYBRID APPLICATION 1 Mobile strategy as a practice not a project Treating Mobile Strategy as a practice will enable you to continually align business goals, audience needs, and evolving technologies. 2 Map business goals to measurable outcomes Clearly mapping business goals to measurable outcomes will enable you to effectively manage and refine your strategy based on performance. 3 Understand your audience and design for them Taking the time to understand the needs, challenges, and desires of your target audience will provide strategic insights into your strategy as a practice. Copyright © 2013 Rightpoint | Proprietary and Confidential 26
    27. 27. KEEP YOUR BUSINESS UNITS AND LEADERS ALIGNED RESPONSIVE WEBSITE MOBILE WEB APPLICATION NATIVE APPLICATION HYBRID APPLICATION 1 Mobile strategy as a practice not a project Treating Mobile Strategy as a practice will enable you to continually align business goals, audience needs, and evolving technologies. 2 Map business goals to measurable outcomes Clearly mapping business goals to measurable outcomes will enable you to effectively manage and refine your strategy based on performance. 3 Understand your audience and design for them Taking the time to understand the needs, challenges, and desires of your target audience will provide strategic insights into your strategy as a practice. 4 Distribute strategy to business units and leaders Continually circulating your strategy across your business units and leaders will strengthen your enterprise and provide productive outlets for innovation. Copyright © 2013 Rightpoint | Proprietary and Confidential 27
    28. 28. KEY CONSIDERATIONS AND WEIGHING YOUR OPTIONS
    29. 29. TO DECIDE ON THE RIGHT STRATEGY, ASK THE RIGHT QUESTIONS RESPONSIVE WEBSITE MOBILE WEB APPLICATION NATIVE APPLICATION HYBRID APPLICATION 1. Do you need to take advantage of phone functionality? 2. Do you need to monetize content and support purchasing? 3. Do you need cross-platform compatibility and CMS driven? 4. Do you need something cost effective and easy to maintain? 5. Do you need a personalized experience for your target audience? 6. Do you have a complex design and user interface? 7. Do you need the ability to function with no connectivity? Copyright © 2013 Rightpoint | Proprietary and Confidential 29
    30. 30. WEIGHING YOU OPTIONS AND MOVING TOWARDS A STRATEGY NATIVE APPLICATION HYBRID APPLICATION RESPONSIVE WEBSITE DEVELOPMENT COST DEVICE FEATURES SPEED INSTALLATION DISCOVERABILITY USER EXPERIENCE PLATFORM RESTRICTION, APPROVAL, FEES MOBILE WEB APPLICATION Moderate Cost effective More expensive Reasonable Limited access Limited access Full access Full access (native components) Fast Fairly fast Fastest Faster Not required Not required Required Required Very discoverable Most discoverable Not as discoverable Not as discoverable Consistent experience across all devices Consistent experience across all devices Seamless experience with device and platform Seamless experience with native components Independent Independent Platform dependent Partial dependence Free of restrictions Free of restrictions Approval process and restrictions Approval process and restrictions Copyright © 2013 Rightpoint | Proprietary and Confidential 30
    31. 31. RECAP AND QUESTIONS
    32. 32. ONE SIZE DOESN’T FIT ALL, BUT YOU CAN CHOOSE MULTIPLE SIZES RESPONSIVE WEBSITE • Well suited to all environments and devices. • Best used for content-driven websites or transactional apps. MOBILE WEB APPLICATION • Provides a consistent experience across all environments and devices. • Best used when cost is a consideration and a tightly integrated user experience is not required. NATIVE APPLICATION HYBRID APPLICATION • Provides a richer user experience with seamless device integration. • Best used for gaming apps, apps needing to run without a data connection, apps needing to take advantage of device features e.g. alerts, geo-location, etc. • Best used when needing to run an application across multiple mobile operating systems and utilize the different capabilities of each platform. Copyright © 2013 Rightpoint | Proprietary and Confidential 32
    33. 33. Questions? Copyright © 2013 Rightpoint | Proprietary and Confidential 33
    34. 34. MOBILE STRATEGY STARTS EARLY Copyright © 2013 Rightpoint | Proprietary and Confidential 34
    35. 35. 29 N. Wacker Drive | 4th Floor | Chicago, Illinois 60606 312.920.8383 | 312.920.8384 fax rightpoint.com

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