Stats!!• There are more mobile phones than people in the UK!• 52% of UK mobile phones are smart phones!• Smartphone sales overtook PC sales last year (2 years earlier than expected)!• There are over 6000 Android devices on the market!• Tablet sales growing 378% year on year!• The number of smartphone searches doubles every two months!• In 2010 Google became a ʻmobile-ﬁrstʼ company (develop sites and tools on mobile ﬁrst)!• 20% of all YouTube views are from a mobile device!• 49% of all PaddyPower bets are made from a mobile device!
Stats!!• “An average of 4 Ferraris are sold on a mobile phone every month”!
Device Proliferation!• Users browsing habits ARE changing!• Smartphones, tablets.!• iPhone? Could be Android. Might be a Windows Phone. !• … or the next big thing!• Extremely fast moving area!
Mobile – Tough Crowd! !• Emotionally-charged channel!• Signiﬁcant effect on overall brand perceptions and loyalty!• 82% [of users] claim an app / site needs to make a good ﬁrst impression if they are to continue using it ! Source: Econsultancy, June 2012
The Mobile Web?!• One-web mentality!• Your content/brand/service is going to go everywhere. !• Plan for the ﬂexible nature of the the web, NOT for speciﬁc devices.! • Future prooﬁng!
What are our options?!1. Native Apps!2. Bespoke mobile site!3. One-web approach (responsive)!4. Do nothing.!
Native Apps!Designed to run speciﬁcally on the deviceʼs operatingsystem and use core functions!• Calculator!• iTunes!• Games!
Native Apps – Pros & Cons!• Pros! • Ofﬂine capabilities More secure! • Utilise the devices full capabilities !• Cons! • Long release time! • Device dependence! • Speciﬁc skillsets required!
Mobile Speciﬁc Site!Separate site built to optimise the mobile experience!
Mobile Site – Pros & Cons!• Pros! • Total design control! • HTML5 capabilities! • More standard developer skills!• Cons! • Separate silo of engagement! • Higher overhead for ongoing maintenance! • Potential variability between devices!
Responsive Design!Fluid layouts and ﬂexible images that adapt according to the size and orientation of the browser!
Responsive – Pros & Cons!• Pros! • Consistency across all devices! • Single URL ! • Minimal additional resources required! • Maximum availbility for users!• Cons! • Still need to plan for device variation! • Consider the size of your page!
Conclusion – Usability!!• Donʼt recreate your entire web offering. !• Focus on what will bring the most value in a mobile context !• Focus on understanding your users expectations and behavior, and iterate!
Conclusion !• Plan strategically to deliver your goals.!• Constantly evolving – Responsive is a clear starting point for most orgs!