Mobile, the NewGlobal ImperativeVal SwisherCEO@contentrulesinc © 2012. Content Rules, Inc. All rights reserved.
© 2012. Content Rules, Inc. All rights reserved.
Translators without Bordersis the world’s largest community of      humanitarian translators
What We Promised YouT- O- A- S- Tt arget i ng | obj ec t i ves | ac t i on | s t rat egi es | t ec hnol ogi es            ...
UNTIL RECENTLY Global strategy was an oxymoronIs t here a gl obal m l e                     obic hal l enge?              ...
Coca Cola Thinks SoIs t here a gl obal m l e                     obic hal l enge?                       © 2012. Content Ru...
What Does This Mean to Tech Comm?Can no l onger i gnorem le obi                                      © 2012. Content Rules...
Use Case We’ll Be Discussing TodayMonday Morning at 11 AMTake an existing knowledgebase at your company andmake it availab...
N ot expl i c i t l y a gl obalc hal l enge                            © 2012. Content Rules, Inc. All rights reserved.
Strategy? What Strategy? The need for global cannot be separated from the need  for mobile Before you can create the com...
Globalizing Content: Translation, Localization, and/orTranscreation   Know the differences     Process     Function    ...
Translation   Take source language and change it word-for-word into another   language   No changes to illustrations   ...
Localization   Adapt content for a specific product or region   Maintain original intent of source content   Usually fe...
Transcreation   Create completely new content for specific region/country/culture   Used to address specific business ne...
Global Content StrategiesThree different ways of handling international content:                Translation               ...
Example – Bosch Home Appliances Let’s analyze the Bosch home appliance websites for:  United States  Germany  Brazil ...
http://www.bosch.com/worldsite_startpage/en/default.aspx                                  © 2012. Content Rules, Inc. All ...
http://www.bosch-home.com/us                      © 2012. Content Rules, Inc. All rights reserved.
http://www.bosch-home.com/de/                          © 2012. Content Rules, Inc. All rights reserved.
http://www.bosch.com.br/bosch-eletrodomesticos/                                                  © 2012. Content Rules, In...
http://www.bosch-home.cn/                       © 2012. Content Rules, Inc. All rights reserved.
http://www.bosch-home.com/in/                        © 2012. Content Rules, Inc. All rights reserved.
Localized Elements                     © 2012. Content Rules, Inc. All rights reserved.
Lost Opportunities for Reuse                               Bosch China      Bosch India                                   ...
What Are the Implications of This for Global Mobile?In terms of this use case:                1  4We must look at mobile ...
ExerciseTo sharpen your skills – let’s look at an example of a globalcompany on the web and determine if they are usingtra...
Exercise: Analyze Ikea WebsiteAnalyze home pages for Ikea:AustraliaCanadaUnited KingdomUnited StatesLook for instances...
Exercise: Analyze Ikea Website Search for Hemnes in Australia, Canada, United  Kingdom, and United States Analyze the re...
Discussion             © 2012. Content Rules, Inc. All rights reserved.
What We ThinkThe more sophisticated the company is in terms of globalstrategy, the more likely it is that you are dealing ...
Exponentiating Global Mobile WebsitesFor example, take a company that does business in 18countries:18 different websitesX ...
Why Bother?Because You Must                   © 2012. Content Rules, Inc. All rights reserved.
© 2012. Content Rules, Inc. All rights reserved.
© 2012. Content Rules, Inc. All rights reserved.
Markets by the Numbers  China                 India                   Brazil                 Germany  1 Billion           ...
WHAT THE MARKET USE TO LOOK LIKEEas y t o get l os t i n a s ea ofc om exi t y    pl                                     ©...
Tai l w aggi ng                             t he dog• “My CEO wants an  iPhone app”• “We’re a Windows  shop. Windows 8  ju...
Why We Developed TOASTT- O- A- S- Tt arget i ng | obj ec t i ves | ac t i on | s t rat egi es | t ec hnol ogi es          ...
Targeting • Who are we trying to target? • How will they access the information we provide? • How do we expect them to use...
TargetingReally helps tovisualize yourtargetIn some villages inIndia, mobile minutesare a form of currency.Is this our tar...
Back in the DayThe phone you carried defined you                                    © 2012. Content Rules, Inc. All rights...
Source: Visionmobile, 2011Now Smart Phones Dominate the Developed World                                         © 2012. Co...
But Emerging Markets are Quickly Catching UpThis is very recent dataMost of the timebest data we canget from public source...
Symbian and Windows Losing Market Share                                      © 2012. Content Rules, Inc. All rights reserv...
Nokia Being Overtaken by Samsung (Android)                                       © 2012. Content Rules, Inc. All rights re...
So When it Comes to Targeting - The T in TOASTAlmost certainly targeting people who – if they aren’t usinga smartphone tod...
O in TOASTT- O- A- S- Tt arget i ng | obj ec t i ves | ac t i on | s t rat egi es | t ec hnol ogi es                      ...
Objectives To get at objectives, personas can be particularly useful  in mobile design Focus on user goals / activities...
Persona DevelopmentStructured interviews: • Ask a lot of open ended questions • Rely on a combination of answers and obser...
Look for Cross-Geographic Patterns                                     © 2012. Content Rules, Inc. All rights reserved.
In Our Hypothetical ProjectWe developed three personas based on the data availableto us:  Harold – end user  Zack – inde...
HaroldHarold is an engineer by training and considers himselfquite technical. While he could easily afford to hiresomeone ...
ZackZack considers himself a no-nonsense person who went totechnical school, found his calling, and has been servicingequi...
MartineMartine is known at her company for building strongrelationships with her customers. She wants to use atablet (an A...
In the Real World 3 Personas is ‘typical’ Expect to spend €10-€20K developing each persona.  More if you attempt to buil...
A in TOASTActionT- O- A- S- Tt arget i ng | obj ec t i ves | ac t i on | s t rat egi es | t ec hnol ogi es                ...
“A” for Action  What actions will people take based on info provided  Knowledge base is generally about knowledge at you...
In a Mobile ContextNeed to make relevant information easy to find and actupon in the fieldConsider actions that are requir...
Why Actions MatterAction orientation feeds directly into strategic decisionsaround how you will serve up the information f...
S in TOASTStrategiesT- O- A- S- Tt arget i ng | obj ec t i ves | ac t i on | s t rat egi es | t ec hnol ogi es            ...
Strategic Choices • “Mobilize” the entire website • “Mobilize” part of the website • Create a mobile applicationBest pract...
Responsive DesignContent is designed for the desktop web first, but in a waythat responds to the unique capabilities of th...
Pros Keeps investment in localization or transcreation, and  moves it to the mobile web Relatively fast and easy to do ...
Data from Google Q2 2012                           © 2012. Content Rules, Inc. All rights reserved.
Responsive DesignUse media queries toadapt web content to thespecifics of the deviceSize of screenCapabilities of device...
Global Responsive DesignChina mobile site:More graphicTranscreation retained                           © 2012. Content R...
Mobile ApplicationsNot seen as much as you might think.Why?  Expensive  Difficulty getting iOS apps approved in Apple st...
RememberMost mobile applications are local – so it makes sense tostart simple and build to complex over time              ...
T in TOASTTechnologyT- O- A- S- Tt arget i ng | obj ec t i ves | ac t i on | s t rat egi es | t ec hnol ogi es            ...
Developing for Mobile • Technology is becoming less and less of an issue • Plethora of choices solidifying down to 2 – 3  ...
The 4 Screens DefinedFrom the perspective of the BBC – for example                                          © 2012. Conten...
As a Tech Comm ProfessionalWhat you can do:  Think about users of your content, their needs, and the   actions they will ...
Question Brings UpShould we be developing for mobile first?                                            © 2012. Content Rul...
What Do YOU Think?                     © 2012. Content Rules, Inc. All rights reserved.
Questions?             © 2012. Content Rules, Inc. All rights reserved.
Val SwisherCEOvals@contentrules.comwww.contentrules.com@contentrulesinc
© 2012. Content Rules, Inc. All rights reserved.
WHAT NOT TO DOMake a slice of theinformation ONLY availableon mobileApproach inherent in .wap or.mobi sites – but is eithe...
Contrast what we are forced to do with WAPwith the same use case delivered as an iPhone App                               ...
HOW DO YOU KNOW IF A SITE USES MEDIA QUERIES?In practice, to see if media queries are being used searchheader html for ind...
Who I Am   CEO and Founder of Content Rules, Inc.   Bachelor’s Degree from Tufts University   Master’s Coursework from ...
Content Rules, Inc. Professional services firm specializing in content strategy,  structured authoring, content developme...
What We Do Help companies plan and execute their global content strategy Create and modify all types of content     Wri...
Upcoming SlideShare
Loading in...5
×

Mobile, The New Global Imperative

753

Published on

In this presentation, we look at the mandate of developing for mobile and its effect on globalizing content.

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
753
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
21
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Framework for thinking through how to address the global / mobile challenge Target, Objective, Action, Strategy, Technology
  • Or is it an oxymoron?
  • Coca Cola told Facebook that they need to get their act together for mobile if they want to succeed. Global is not enough. Facebook – spurred on by an executive at Coca Cola who is on its advisory board – thinks mobile can double Facebook’s revenue See this article: http://www.businessweek.com/articles/2012-07-03/coca-cola-gives-facebook-global-reason-for-boosting-mobile-ads
  • Sounds simple right? How many of you have international content development guidelines. In writing?
  • Sounds simple right? How many of you have international content development guidelines. In writing?
  • Sounds simple right? How many of you have international content development guidelines. In writing?
  • Sounds simple right? How many of you have international content development guidelines. In writing?
  • Bosch does not appear to translate. In markets where they don’t have significant market share, they simply don’t sell their household products. An example would be France – where they do not appear to market and sell dishwashers and fridges. The company relies on localization and transcreation extensively for its desktop websites that target prospects, retailers, and investors. Local expectations are important. The classic story here is Gerber Baby Food. In the US, we sell Gerber Baby Food in jars with pictures of a fat baby with puffy cheeks on the label. This meets our cultural expectations. In Africa, the cultural expectation – because literacy is low – is that the picture on the outside of the jar is of the ingredients. So a picture of a baby with fat cheeks says that the baby food consists of … you guessed it … ground up baby! A lesson Gerber learned very, very painfully.
  • Bosch US
  • Bosch Germany
  • Bosch Brazil – Goes directly to a local dealer
  • Bosch China
  • Bosch India
  • There’s not one website you need to globalize and mobile but 4 – one for each geography.
  • Very simple math – 18 different websites x 64 different variants of mobile phones – that’s how many mobile phones Netflix says its writes to today – BTW – you get 1,152 different mobile variants Why bother?
  • As you know Apple won a $1B judgment against Samsung in the US – most people have interpreted this as a blow to Google and already Google has reacted by changing certain elements of the Android OS to make – what shall we call it – the overlap between it and the Apple iOS less evident. However in other geos, the same patent issue brought to court has resulted in a win for Samsung. The true winner could be Windows 8 – which has teamed with Nokia to develop the Lumens line of Smart Phones. While Windows 8 has virtually no market share today – this could change depending on what happens in international patent court.
  • How to get at the user’s information objectives?
  • When we do this work – or are presented with this research on behalf of our clients – what we find is that there are typically patterns of information consumption that cut across geographic lines . So our goal is to use the personas to assemble personas that can work in multiple geographies although some personas – like the microfinancing entrepreneur from the Indian villages we brought up earlier – may appear.
  • As we go through these personas – notice how they picture could apply to any of these personas – really. Personas in today’s world often cut across geographical lines. Although there are obvious exceptions – like in China – where censorship may make search more difficult.
  • This woman is asking “what does that mean” or the equivalent in Korean – by the way
  • Ask attendees – record answers
  • Mobile, The New Global Imperative

    1. 1. Mobile, the NewGlobal ImperativeVal SwisherCEO@contentrulesinc © 2012. Content Rules, Inc. All rights reserved.
    2. 2. © 2012. Content Rules, Inc. All rights reserved.
    3. 3. Translators without Bordersis the world’s largest community of humanitarian translators
    4. 4. What We Promised YouT- O- A- S- Tt arget i ng | obj ec t i ves | ac t i on | s t rat egi es | t ec hnol ogi es © 2012. Content Rules, Inc. All rights reserved.
    5. 5. UNTIL RECENTLY Global strategy was an oxymoronIs t here a gl obal m l e obic hal l enge? © 2012. Content Rules, Inc. All rights reserved.
    6. 6. Coca Cola Thinks SoIs t here a gl obal m l e obic hal l enge? © 2012. Content Rules, Inc. All rights reserved.
    7. 7. What Does This Mean to Tech Comm?Can no l onger i gnorem le obi © 2012. Content Rules, Inc. All rights reserved.
    8. 8. Use Case We’ll Be Discussing TodayMonday Morning at 11 AMTake an existing knowledgebase at your company andmake it available in 4 locations:Germany | Brazil | China | IndiaYour company makes high-enddishwashers – among otherconsumer durables © 2012. Content Rules, Inc. All rights reserved.
    9. 9. N ot expl i c i t l y a gl obalc hal l enge © 2012. Content Rules, Inc. All rights reserved.
    10. 10. Strategy? What Strategy? The need for global cannot be separated from the need for mobile Before you can create the company’s mobile strategy, you need to assess their global strategy Evaluate their global web presence © 2012. Content Rules, Inc. All rights reserved.
    11. 11. Globalizing Content: Translation, Localization, and/orTranscreation  Know the differences  Process  Function  Cost  Best places to use each  Determine which content falls under which method © 2012. Content Rules, Inc. All rights reserved.
    12. 12. Translation  Take source language and change it word-for-word into another language  No changes to illustrations  No changes to layout  Least expensive  Best used for content that is not “emotional”  Best used for content that doesn’t change often  Technical documentation  Command references © 2012. Content Rules, Inc. All rights reserved.
    13. 13. Localization  Adapt content for a specific product or region  Maintain original intent of source content  Usually few changes to illustrations  Usually few changes to layout  Most common  Best used for content that is not “emotional,” but has cultural significance  Case studies  Whitepaper  Other conceptual content © 2012. Content Rules, Inc. All rights reserved.
    14. 14. Transcreation  Create completely new content for specific region/country/culture  Used to address specific business needs in specific locales  Many changes to illustrations and layout  May include changes to brand vocabulary  Most expensive  Best used for content that is emotional in nature  Marketing communications  Sales presentations © 2012. Content Rules, Inc. All rights reserved.
    15. 15. Global Content StrategiesThree different ways of handling international content: Translation Localization Transcreation The content stays the The meaning stays the Different content same same developed to meet business objectives Language Literal word-for-word Translate the meaning of Developed in local translation of everything the words in a way that is language; English may be culturally appropriate used as part of the brand vocabulary Images No change Change to fit local expectations / product Change to fit local expectations / product needs needs Layout No change Minimize changes Change to fit local expectations Brand No change No change Enhance and expand Vocabulary © 2012. Content Rules, Inc. All rights reserved.
    16. 16. Example – Bosch Home Appliances Let’s analyze the Bosch home appliance websites for:  United States  Germany  Brazil  China  India © 2012. Content Rules, Inc. All rights reserved.
    17. 17. http://www.bosch.com/worldsite_startpage/en/default.aspx © 2012. Content Rules, Inc. All rights reserved.
    18. 18. http://www.bosch-home.com/us © 2012. Content Rules, Inc. All rights reserved.
    19. 19. http://www.bosch-home.com/de/ © 2012. Content Rules, Inc. All rights reserved.
    20. 20. http://www.bosch.com.br/bosch-eletrodomesticos/ © 2012. Content Rules, Inc. All rights reserved.
    21. 21. http://www.bosch-home.cn/ © 2012. Content Rules, Inc. All rights reserved.
    22. 22. http://www.bosch-home.com/in/ © 2012. Content Rules, Inc. All rights reserved.
    23. 23. Localized Elements © 2012. Content Rules, Inc. All rights reserved.
    24. 24. Lost Opportunities for Reuse Bosch China Bosch India © 2012. Content Rules, Inc. All rights reserved.
    25. 25. What Are the Implications of This for Global Mobile?In terms of this use case: 1  4We must look at mobile implementations for four different sites, notone. © 2012. Content Rules, Inc. All rights reserved.
    26. 26. ExerciseTo sharpen your skills – let’s look at an example of a globalcompany on the web and determine if they are usingtranlsation, localization, and/or transcreation, and if sowhere. © 2012. Content Rules, Inc. All rights reserved.
    27. 27. Exercise: Analyze Ikea WebsiteAnalyze home pages for Ikea:AustraliaCanadaUnited KingdomUnited StatesLook for instances of translation, localization andtranscreation © 2012. Content Rules, Inc. All rights reserved.
    28. 28. Exercise: Analyze Ikea Website Search for Hemnes in Australia, Canada, United Kingdom, and United States Analyze the results: translation, localization, transcreation Search for the Hemnes Mirror cabinet with 1 door Analyze the results: translation, localization, transcreation © 2012. Content Rules, Inc. All rights reserved.
    29. 29. Discussion © 2012. Content Rules, Inc. All rights reserved.
    30. 30. What We ThinkThe more sophisticated the company is in terms of globalstrategy, the more likely it is that you are dealing with notone website, but multiple websites that need to be madeavailable on mobile. © 2012. Content Rules, Inc. All rights reserved.
    31. 31. Exponentiating Global Mobile WebsitesFor example, take a company that does business in 18countries:18 different websitesX 64 different variants* of mobile phones________________________________1,152 different mobile variants*Netflix says it writes to 64 different variants of mobile © 2012. Content Rules, Inc. All rights reserved.
    32. 32. Why Bother?Because You Must © 2012. Content Rules, Inc. All rights reserved.
    33. 33. © 2012. Content Rules, Inc. All rights reserved.
    34. 34. © 2012. Content Rules, Inc. All rights reserved.
    35. 35. Markets by the Numbers China India Brazil Germany 1 Billion .9 B 235 M 107 M mobile phone subscriptions 75% 75% 126% 130% penetration (% of population) © 2012. Content Rules, Inc. All rights reserved. http://en.wikipedia.org/wiki/List_of_countries_by_number_of_mobile_phones_in_use
    36. 36. WHAT THE MARKET USE TO LOOK LIKEEas y t o get l os t i n a s ea ofc om exi t y pl © 2012. Content Rules, Inc. All rights reserved.
    37. 37. Tai l w aggi ng t he dog• “My CEO wants an iPhone app”• “We’re a Windows shop. Windows 8 just makes sense.”• “Responsive design sounds cool. Let’s do that.” © 2012. Content Rules, Inc. All rights reserved.
    38. 38. Why We Developed TOASTT- O- A- S- Tt arget i ng | obj ec t i ves | ac t i on | s t rat egi es | t ec hnol ogi es © 2012. Content Rules, Inc. All rights reserved.
    39. 39. Targeting • Who are we trying to target? • How will they access the information we provide? • How do we expect them to use the information provided? • What’s the flow of work and/or tasks the information will support? • What devices will be used? • What kind of network will be available? © 2012. Content Rules, Inc. All rights reserved.
    40. 40. TargetingReally helps tovisualize yourtargetIn some villages inIndia, mobile minutesare a form of currency.Is this our target? © 2012. Content Rules, Inc. All rights reserved.
    41. 41. Back in the DayThe phone you carried defined you © 2012. Content Rules, Inc. All rights reserved.
    42. 42. Source: Visionmobile, 2011Now Smart Phones Dominate the Developed World © 2012. Content Rules, Inc. All rights reserved.
    43. 43. But Emerging Markets are Quickly Catching UpThis is very recent dataMost of the timebest data we canget from public sourcesIs 9 months out of date © 2012. Content Rules, Inc. All rights reserved.
    44. 44. Symbian and Windows Losing Market Share © 2012. Content Rules, Inc. All rights reserved.
    45. 45. Nokia Being Overtaken by Samsung (Android) © 2012. Content Rules, Inc. All rights reserved.
    46. 46. So When it Comes to Targeting - The T in TOASTAlmost certainly targeting people who – if they aren’t usinga smartphone today – will be using one tomorrowLikely to be iOS and Android, but Windows 8 could play afactor – depends on how Apple lawsuit fares internationally © 2012. Content Rules, Inc. All rights reserved.
    47. 47. O in TOASTT- O- A- S- Tt arget i ng | obj ec t i ves | ac t i on | s t rat egi es | t ec hnol ogi es © 2012. Content Rules, Inc. All rights reserved.
    48. 48. Objectives To get at objectives, personas can be particularly useful in mobile design Focus on user goals / activities Great presentation on how to develop personas cost effectively on Slideshare: http://www.slideshare.net/KimGoodwin/making-personas-work-without © 2012. Content Rules, Inc. All rights reserved.
    49. 49. Persona DevelopmentStructured interviews: • Ask a lot of open ended questions • Rely on a combination of answers and observed behavior © 2012. Content Rules, Inc. All rights reserved.
    50. 50. Look for Cross-Geographic Patterns © 2012. Content Rules, Inc. All rights reserved.
    51. 51. In Our Hypothetical ProjectWe developed three personas based on the data availableto us:  Harold – end user  Zack – independent service technician  Martine – works for a sales & service company © 2012. Content Rules, Inc. All rights reserved.
    52. 52. HaroldHarold is an engineer by training and considers himselfquite technical. While he could easily afford to hiresomeone to come in and service his dishwashers, hefinds that fixing them himself is quite satisfying. Also, itcosts him less time – because he does not have to waitat home for the service person to show up.Harold’s biggest frustration is when he can’tdiagnose what is wrong with his “high end”appliances using the company’s site on the first try.Harold has access to 4 screens at his house – iPhone,iPad, computer, and a television set. © 2012. Content Rules, Inc. All rights reserved.
    53. 53. ZackZack considers himself a no-nonsense person who went totechnical school, found his calling, and has been servicingequipment ever since. Currently, he runs his owncompany, where he goes out on service calls formultiple manufacturers.Zack has been to the company mobile website once – foundit impossible to find the information he needed and neverwent back. He is accustomed to using several different sitesto research customer concerns and sometimes theinformation he gets is conflicting.Zack does not exactly embrace new technology but finallygot an iPhone in the hopes that it would make him lookbetter in front of the clients. © 2012. Content Rules, Inc. All rights reserved.
    54. 54. MartineMartine is known at her company for building strongrelationships with her customers. She wants to use atablet (an Android) to get quick access toinformation and also to order parts and cut thecustomer an invoice they can sign and receive acopy of via email. This would free her up to spendmore time with customers to learn how best to addressthe problems they are having.Martine frequently finds herself teaching her customershow to access advanced features of the dishwashersand other company products they have installed. Whileshe’s on site with a customer, she often makes a quickinventory of the equipment in place and its age – tohand off to sales. This isn’t her job exactly but at hercompany, service people are teamed with sales people,and the commission is split on a territory basis, so itmakes sense. © 2012. Content Rules, Inc. All rights reserved.
    55. 55. In the Real World 3 Personas is ‘typical’ Expect to spend €10-€20K developing each persona. More if you attempt to build global or multi-national personas. The personas help you decide what content you need to satisfy the needs of the various users. © 2012. Content Rules, Inc. All rights reserved.
    56. 56. A in TOASTActionT- O- A- S- Tt arget i ng | obj ec t i ves | ac t i on | s t rat egi es | t ec hnol ogi es © 2012. Content Rules, Inc. All rights reserved.
    57. 57. “A” for Action  What actions will people take based on info provided  Knowledge base is generally about knowledge at your fingertips  But it can also be about …  Ordering parts  Submitting a service request  Measuring customer satisfaction © 2012. Content Rules, Inc. All rights reserved.
    58. 58. In a Mobile ContextNeed to make relevant information easy to find and actupon in the fieldConsider actions that are required and whether you needto chain multiple actions together, for example:  Action #1 – Fix the problem with the dishwasher  Action #2 – Cut an invoice for parts and service  Action #3 – Measure customer satisfaction © 2012. Content Rules, Inc. All rights reserved.
    59. 59. Why Actions MatterAction orientation feeds directly into strategic decisionsaround how you will serve up the information for mobileChoices: • Whole Web • Reduce Mobile Content (wap, .mobi) • Responsive Design • Mobile Application © 2012. Content Rules, Inc. All rights reserved.
    60. 60. S in TOASTStrategiesT- O- A- S- Tt arget i ng | obj ec t i ves | ac t i on | s t rat egi es | t ec hnol ogi es © 2012. Content Rules, Inc. All rights reserved.
    61. 61. Strategic Choices • “Mobilize” the entire website • “Mobilize” part of the website • Create a mobile applicationBest practice that is emerging is to mobilize the entirewebsite – using responsive design © 2012. Content Rules, Inc. All rights reserved.
    62. 62. Responsive DesignContent is designed for the desktop web first, but in a waythat responds to the unique capabilities of the mobiledeviceHallmarks:•Fluid grids•Fluid images/media•Media queries © 2012. Content Rules, Inc. All rights reserved.
    63. 63. Pros Keeps investment in localization or transcreation, and moves it to the mobile web Relatively fast and easy to do A large number of searches start on mobile and end up on the desktop © 2012. Content Rules, Inc. All rights reserved.
    64. 64. Data from Google Q2 2012 © 2012. Content Rules, Inc. All rights reserved.
    65. 65. Responsive DesignUse media queries toadapt web content to thespecifics of the deviceSize of screenCapabilities of device © 2012. Content Rules, Inc. All rights reserved.
    66. 66. Global Responsive DesignChina mobile site:More graphicTranscreation retained © 2012. Content Rules, Inc. All rights reserved.
    67. 67. Mobile ApplicationsNot seen as much as you might think.Why?  Expensive  Difficulty getting iOS apps approved in Apple store  No model (yet) for enterprise applications  Vast majority of applications are developed on a local scale not global © 2012. Content Rules, Inc. All rights reserved.
    68. 68. RememberMost mobile applications are local – so it makes sense tostart simple and build to complex over time © 2012. Content Rules, Inc. All rights reserved.
    69. 69. T in TOASTTechnologyT- O- A- S- Tt arget i ng | obj ec t i ves | ac t i on | s t rat egi es | t ec hnol ogi es © 2012. Content Rules, Inc. All rights reserved.
    70. 70. Developing for Mobile • Technology is becoming less and less of an issue • Plethora of choices solidifying down to 2 – 3 smartphone operating systems • Users will access the information you provide from multiple screens – the so-called “4 screens” © 2012. Content Rules, Inc. All rights reserved.
    71. 71. The 4 Screens DefinedFrom the perspective of the BBC – for example © 2012. Content Rules, Inc. All rights reserved.
    72. 72. As a Tech Comm ProfessionalWhat you can do:  Think about users of your content, their needs, and the actions they will take based on the content  Don’t plan for the edge case – feature phones are increasingly the edge case  Read up on responsive design - .mobi and WAP were fads; responsive design is not because it promotes content re-use © 2012. Content Rules, Inc. All rights reserved.
    73. 73. Question Brings UpShould we be developing for mobile first? © 2012. Content Rules, Inc. All rights reserved.
    74. 74. What Do YOU Think? © 2012. Content Rules, Inc. All rights reserved.
    75. 75. Questions? © 2012. Content Rules, Inc. All rights reserved.
    76. 76. Val SwisherCEOvals@contentrules.comwww.contentrules.com@contentrulesinc
    77. 77. © 2012. Content Rules, Inc. All rights reserved.
    78. 78. WHAT NOT TO DOMake a slice of theinformation ONLY availableon mobileApproach inherent in .wap or.mobi sites – but is either notengaging or frustrating on asmart phone © 2012. Content Rules, Inc. All rights reserved.
    79. 79. Contrast what we are forced to do with WAPwith the same use case delivered as an iPhone App © 2012. Content Rules, Inc. All rights reserved.
    80. 80. HOW DO YOU KNOW IF A SITE USES MEDIA QUERIES?In practice, to see if media queries are being used searchheader html for individual style sheets AND/OR CSS formin and max device width like so:/* iPad [portrait + landscape] */@media only screen and (min-device-width: 768px) and(max-device-width: 1024px)/* iPhone [portrait + landscape] */@media only screen and (max-device-width: 480px) © 2012. Content Rules, Inc. All rights reserved.
    81. 81. Who I Am CEO and Founder of Content Rules, Inc. Bachelor’s Degree from Tufts University Master’s Coursework from University of Santa Clara Translators Without Borders Board Member Conservatory-Trained Pianist  @contentrulesinc @valswisher © 2012. Content Rules, Inc. All rights reserved.
    82. 82. Content Rules, Inc. Professional services firm specializing in content strategy, structured authoring, content development and global readiness Founded in 1994 12 full-time employees Network of 2000+ fully-screened consultants across U.S. Acrolinx service provider © 2012. Content Rules, Inc. All rights reserved.
    83. 83. What We Do Help companies plan and execute their global content strategy Create and modify all types of content  Writing, instructional design, editing, illustration, production, coding project management Evaluate and improve content quality using state-of-the-art tools Help companies save money on translation with our pre-translation global readiness services Assist with Acrolinx deployments and configuration © 2012. Content Rules, Inc. All rights reserved.
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×