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Stephan Haux
Director Product Management
Netbiscuits GmbH
February 9, 2012 © Netbiscuits GmbH 2011 1
5. “The hyper‐connected consumer of
today has little patience for clutter or
noise. His smartphone is the compass
with which he engages the world, the
persistent interface that guides him
through the ever‐evolving digital
landscape. How then, as marketers, do
we evolve in order to not only keep
pace with the mobile revolution, but
also to utilize it as intended?”
– Jan 2012:
http://mashable.com/2012/01/23/mobile‐marketing‐flaws/
February 9, 2012 © Netbiscuits GmbH 2011 5
14. 5. Falle: Nehmen statt Geben
Web ist voll von Formularen …
Marketing Kampagnen sammeln E‐Mails
oder “Freunde” oder “Fans” …
… damit man kommunizieren kann.
Cookies, Social Graph und Profile
verlangen/ sammeln viel Information,
um …
… häufig wenig Antworten zu geben.
February 9, 2012 © Netbiscuits GmbH 2011 14
17. Alltag
UNTERWEGS
VORMITTAGSPAUSE
February 9, 2012 © Netbiscuits GmbH 2011 17
19. Alltag
ZUHAUSE
WECKER STELLEN
February 9, 2012 © Netbiscuits GmbH 2011 19
20. Zusammenfassung
Hand aufs Herz: Nur 12 Mal pro Tag
online?
Nutzung nach Verfügbarkeit und
Situation
Tägliche Surfzeit: 3,4 Stunden – 2,7
davon irgendwie “socializing”
(Land: USA)
Tablet + Smartphone billiger als Laptop
February 9, 2012 © Netbiscuits GmbH 2011 20
23. Layout Paradigm: Stack
Positions of layout containers are changed depended
on orientation or form factor
Functionality remains unchanged
February 9, 2012 © Netbiscuits GmbH 2012 23
24. Layout Paradigm: Stretch & Collapsible
Content is stretched between portrait and landscape mode
Individual Items reduced independently to a minimum
February 9, 2012 © Netbiscuits GmbH 2012 24
25. Layout Paradigm: Show & Hide
Layout Container becomes visible if device is
turned from landscape to portrait and vice versa
In portrait mode hidden elements can be made
visible via button
February 9, 2012 © Netbiscuits GmbH 2012 25
26. Today’s Approaches to Mobile Design
Name Core principle Content Resolution Context Performance Pros Cons Device
adaptation independe Inspection DB req.
nce
Responsive Serve same No Yes No Good Good technique for making •Inefficient image No
design HTML to every site less dependent on handling
device. browser resolution •Achieves resolution
independence only
‐ flexible grid •No context driven
‐ media queries adaptation
‐ flexible images
Progressive Serve base Yes Yes Yes Bad •Full adaptation possible • No High End No
enhancement HTML to device, functionality, look & feel
use JavaScript to possible
build up • Content adaptation
functionality as only on client
far as possible • Hard to maintain
Server‐side All logic on Yes Yes No Limited only by server •Full adaptation possible Device detection library Yes
adaptation server, client performance •Fine‐grained controls required (usually
receives only commercial)
what is required
(TACTILE + Use device Yes Yes Yes Good •Full adaptation possible •Device detection library Yes
detection to All clients get initial • Utilize client side required
NB Platf.) serve initial page quickly but adaptation •Complex
= Hybrid device‐sensitive subsequent (e.g. config settings, real‐
HTML payload, enhancement may time data) to add to
use client‐side impose delays experience
progressive dependend on web • Can be used to overcome
enhancement to app HTML5 fragmentation
build up
09.02.2012 © 2010 Netbiscuits GmbH Folie 26
30. February 9, 2012
Distinct Hardware capabilities
Software & Content capab. secondary
Evolution of Device Categories
Distinct Devices evolved to a Connected Continuum
© Netbiscuits GmbH 2012
Continous Software & Content capabilities
Hardware capab. secondary
30
33. Mobile First Stephan Haux
N>1 Bildschirmgrößen +49 175 2234652
s.haux@netbiscuits.com
Geräte & OS übergreifend
Twitter: sthaux
Smart Development
Design statt Code
See you at our Mobile Web Site
m.netbiscuits.com
February 9, 2012 © Netbiscuits GmbH 2011 33