Going Mobile: Making your Firm Accessible from Desktop to Doorstep


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Going Mobile: Making your Firm Accessible from Desktop to Doorstep

  1. 1. Going Mobile: Making Your Firm Accessible from Desktop to Doorstep<br />Alicia Russman, Director of Creative Services<br />Jeff Hirner, Director of Services<br />
  2. 2. Today’s Presentation<br />The Internet is On the Move<br />Mobile Stats & Trends <br />What’s Happening in Legal?<br />You Need a Mobile Site, Now What?<br />Considerations<br />Mobile User Types<br />Implementation Options<br />Practical Advice for Getting Started<br />Mobile Designs & Best Practices<br />Predictions<br />
  4. 4. The Internet is On the Move<br />Mobile devices are the only information device consumers keep with them all day… wherever, whenever.<br />6 in 10 American adults go online wirelessly with a laptop or mobile device<br />55% of mobile device users go online daily<br />In 2011, 85% of all mobile devices will contain a browser -- 60% of the devices will utilize touchscreen technology<br />SmartPhone users currently spend equal time talking on the phone as browsing the Internet<br />By 2012, 50% of traveling workers will leave the laptop at home in favor of mobile devices<br />Current 550M mobile web users worldwide are expected to triple to 1.5B by 2012<br />
  5. 5. The Internet is On the Move<br />Global Web Share as of September, 2010:<br /><ul><li>2.8% of all web traffic is mobile
  6. 6. 42% from iPod/iPad/iTouch alone
  7. 7. Android devices accounted for only 8.5%
  8. 8. Possibly due to app focus?</li></li></ul><li>The Internet is On the Move<br />Global Web Share Trends<br /><ul><li>iPod/IPad/iTouch has increased over 125% in the last 10 months
  9. 9. 100% increase since April release of iPad</li></li></ul><li>The Internet is On the Move<br />What’s Happening in Legal?<br />2.9% of firm website traffic comes from mobile devices<br />Can vary by site<br />Blackberry generally in the lead<br />iPhone has jumped ahead<br />55% of all mobile traffic<br />Some sites have > 4% mobile traffic<br />Possibly due to high % of professional traffic<br />iPad impact<br />Regional impact<br />
  11. 11. Considerations<br />What Advertisers Are Seeing<br />Comparative research and purchasing decisions are reserved for mobile periods (e.g., traveling, commutes)<br />Positive receptivity of advertising is enhanced during these times<br />Demographics are better distributed<br />Higher click-through than traditional online advertising<br />Higher sales conversion rates than traditional online advertising<br />
  12. 12. Considerations<br />Before Determining Your Strategy, Consider…<br />Budget<br />Brand<br />Evolution<br />Expectations<br />
  13. 13. Considerations<br />The W3C defines the concept of One Web as: <br />Making, as far as is reasonable, the same information and services available to usersirrespective of the device they are using. <br />However, it does not mean that exactly the same information is available in exactly the same representation across all devices. The context of mobile use, device capability variations, bandwidth issues and mobile network capabilities all affect the representation. Furthermore, some services and information are more suitable for and targeted at particular user contexts. <br />
  14. 14. Mobile User Types<br />The Casual Surfer<br /><ul><li>The Repeat Visitor
  15. 15. The Urgent Now! Visitor</li></li></ul><li>Implementation Options<br />Splash Page (with link to main site)<br />Scaled-back Text Version<br />Mobile Optimized Design<br />Mobile Apps<br />
  16. 16. Implementation Options<br />Splash Page: contains contact info, directions, and prominent link to Visit Full Website<br />Pros<br />Less costly to implement and maintain<br />Viable Phase I solution<br />Allows you to test visitor traffic<br />Demonstrates limited embracing of modern technology<br />Cons<br />Forces experience not tailored to a mobile audience (beyond landing page)<br />Need to know exactly why visitors are using your site<br />Stop-gap solution<br />Demonstrates limited embracing of modern technology<br />
  17. 17. Implementation Options<br />Scaled-back Text Version: limited content such as homepage, people search & bios, office listing, contact info & directions<br />Pros<br />Less costly to implement and maintain<br />Viable Phase I solution<br />Tailored mobile experience<br />Cons<br />Visitors may be seeking other content (and will still need to access main site) <br />May be putting off the inevitable<br />May not reflect a brand of innovation and technology leadership<br />
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  20. 20. Implementation Options<br />Mobile-Optimized Design: scaled-back version of main site; design optimized for smaller screens using templates and targeted content<br />Pros<br />Demonstrates real embracing of modern technology <br />Enforces brand of innovation and technology leadership<br />Completely tailored mobile audience experience<br />Geared toward higher-end devices (iPad, iPhone, newer Blackberrys)<br />Cons<br />More costly to implement and maintain<br />Time-consuming to test<br />
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  22. 22. Implementation Options<br />Mobile App: highly targeted mobile experience; downloadable from app store<br />Pros<br />Demonstrates full embracing of modern technology <br />Can function online and offline<br />Emerging apps culture<br />35% of U.S. adults have mobile phones that run apps<br />Average adult has 18 apps on a phone<br />Cons<br />Costly extension of online budget<br />Needs to be device specific<br />Demand in legal is uncertain – ROI may be low initially<br />Long-term maintenance<br />
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  25. 25. Implementation Options<br />Whatever Option You Choose…<br />Make sure visitors know a mobile-friendly version of your site is available (put links to sites in footers)<br />Give visitors a choice between mobile or normal version <br />Use site statistics and your brand image to come up with an educated decision about what’s best for the firm<br />
  27. 27. Practical Advice for Getting Started<br />Talk to IT<br />Find out what device(s) the firm uses and supports<br />Find out what devices IT is asked to support<br />Know Your Audience<br />Current website Analytics can provide you<br />Mobile Device usage on your site<br />Mobile Device usage per section<br />Keep it Focused<br />Do not duplicate your site<br />Unsure?...then analyze and update<br />Track mobile site referrers to main site<br />Understand the Experience<br />Browse your site on a variety of devices<br />Purchase a tablet<br />
  28. 28. Practical Advice for Getting Started<br />Think Outside the Office <br />Embedded Links in emails<br />Links in Documents, PDFs<br />Test, Test, and Test Again<br />Use Emulators <br />Actual Devices<br />Think Balance<br />Content vs. Page clicks<br />Think Small….for Now<br />Memory/screen size limitations on devices<br />Data plan overages….<br />Provide caching as a compromise<br />Divide lengthy articles into multiple, smaller pages<br />Compress Video<br />Restrictions will ease with increased use of iPad/Tablet use<br />
  29. 29. MOBILE DESIGNS<br />
  30. 30. Mobile Design Best Practices<br />One column layout<br />Keep fonts basic & limit images (use jpeg or gif)<br />Optimize file sizes (esp. for images and rich media)<br />Put most important information at top of page <br />Reduce clicks<br />Use radio buttons or lists (text entry is difficult on some devices)<br />Use CSS (tables will not render well)<br />Less is more: less content equals more likely to read<br />
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  34. 34. PREDICTIONS<br />
  35. 35. Predictions<br />Mobile will overtake PCs as most common Web access device<br />Tablets will dominate, but don’t count Blackberry out<br />Flash will remain relevant<br />Personalization<br />Search Engine Optimization<br />Social networking integration<br />Value-add mobile apps (ex. client extranet)<br />Professional web sites will have a higher % of mobile traffic than non-professional sites<br />
  36. 36. Q & A<br />