Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Developing a Progressive Mobile Strategy (J. Boye edition)

11,775 views

Published on

The J. Boye '12 edition of my Developing a Progressive Mobile Strategy talk.

Published in: Technology, Business

Developing a Progressive Mobile Strategy (J. Boye edition)

  1. Developing aProgressiveMobile Strategydave olsen, @dmolsenwvu university relations - web
  2. slideshare.net/dmolsenwvu
  3. programmer9 years at wvuwvu has 30,000 students
  4. from 30,000 feet and...
  5. ...2 years inthe making.
  6. What I’ll Talk About •Glossary of Terms •Why Mobile •Developing a Strategy •Tools & Resources
  7. Glossary of Terms
  8. def. Native Apps an application developed to run natively on the targeted device. usually written in a device specific language like Objective-C or Java. delivered through app stores (for the most part).
  9. app store image
  10. def. Mobile Web mobile web refers to browser-based access to the internet from mobile devices.
  11. Is the mobile web different than the desktop web?
  12. TABLET WEB DESKTOP WEB It’s All One WebMOBILE WEB
  13. def. WebKit a layout engine that powers a number of popular mobile browsers including Mobile Safari. not all WebKit-based browsers are equal!
  14. Sowhy
  15. 52% of prospectivestudents looked at acampus website on a mobile device. from Noel Levitz’s “Mobile Expectations Report,” Feb. 2012
  16. 48% of prospects whovisited a school with a mobile site were positively affected. from Noel Levitz’s “Mobile Expectations Report,” Feb. 2012
  17. 50% of the US population is now using a smartphone.from Asymco, December 2010
  18. 59% of schools currently provide some sort of mobile solution. from Karine Joly’s “State of the Mobile web”, Feb. 2012
  19. 74% plan to implement a solution with9 out of 10 of those planning to implement a prospective student solution. from Karine Joly’s “State of the Mobile web”, Feb. 2012
  20. Strategy
  21. that iPhone app you want?
  22. it’s not a mobile strategy...
  23. an iPhone app... ...a mobile website +
  24. again, they’re not a mobile strategy... +
  25. A mobile strategy involves more than just the platform you’re targeting. It involves understanding your audience & their needs.
  26. Does your school have just onewebsite that is the be-all-end-all forimplementing your web strategy?Then why only one mobile solution?
  27. Our users expect access to all ofthis content on their mobile device.
  28. WVU’s Mobile Presence Aug. 2009 iWVU & m.wvu.edu
  29. WVU’s Mobile Presence Aug. 2010 wvutoday.wvu.edu
  30. WVU’s Mobile Presence Mar. 2011 tournaments.wvu.edu
  31. WVU’s Mobile Presence Apr. 2011 studentaffairs.wvu.edu
  32. m.wvu.edu Traffic by Semester11000 650%+ increase 8250 in avg. traffic 5500 2750 0 Fall 2009 Spring 2010 Fall 2010 Spring 2011 Fall 2011 Sping 2012 Average page views per day
  33. these are just some of the options... standalone responsive designs mobile sitesnative apps mobile templates APIs
  34. There Here
  35. Progressive Mobile Strategy
  36. Iterate
  37. Be Platform Neutral Being Platform Neutral fo rm latP
  38. It’s about realistically prioritizing mobile solutions for your organization.Then working one-by-one through them.
  39. IT ES L B ALSM
  40. aProgressive Mobile Strategy has three parts....
  41. Audience Strategy
  42. Platform Strategy
  43. Progressive Mobile Strategy
  44. Audience Strategy
  45. Let’s constrain these audiences basedon what we know about mobile users.Note: not users that are mobile, users that are using mobile devices.
  46. Google’s Mobile User Groups
  47. Google’s Mobile User Groups Repetitive Now
  48. Google’s Mobile User Groups Repetitive Now Bored Now
  49. Google’s Mobile User Groups Repetitive Now Bored Now Urgent Now
  50. Urgent Now
  51. current student...Urgent Now
  52. I have a meeting. Where’s Allen Hall?I need to call my professor about a late assignment... current student... Urgent Now How do I reset my WiFi password? When does the bus get here?
  53. Local Users95% of smartphone users have searched for local content. from Google’s “The Mobile Movement” report, April 2011
  54. Short Timeframe88% of smartphone users took action on a search result within a day from Google’s “The Mobile Movement” report, April 2011
  55. Making Calls 61% of smartphone users ended upcalling a business based on their search. Tip: make your phone numbers clickable with tel: from Google’s “The Mobile Movement” report, April 2011
  56. Don’t Focus on “On the Go” 30% of smartphone users used the mobile internet from their couch. 90% used it from home. from Google’s “The Mobile Movement” report, April 2011
  57. Yes, Anywhere75% of men admit to using theirmobile on the toilet.Source: http://www.11mark.com/IT-in-the-Toilet
  58. Audience Strategy Review
  59. Audience Strategy Review Those with Urgent Needs
  60. Audience Strategy Review Those with Urgent Needs Local Constituencies
  61. Audience Strategy Review Those with Urgent Needs Local Constituencies Short Timeframes
  62. Audience Strategy Review Those with Urgent Needs Local Constituencies Short TimeframesDon’t Focus on “On the Go”
  63. Content Delivery is Secondary to Tangible UtilityMake sure your content is useful, damn it!
  64. Which is better?Content Delivery or Tangible Utility from XKCD, http://xkcd.com/773/
  65. Don’t Convert, CreateLook for new ways to combine content.
  66. Break Out of Silos Don’t follow org charts when developing mobile solutions.
  67. Content Strategy Review Be able to answer, “What value will thetargeted audiences get from this content?”
  68. Platform Strategy
  69. an iPhone app... ...a mobile website vs.
  70. an iPhone app... ...a mobile website vs.
  71. The question is no longer, “Which do wedevelop for, native or mobile web?” but...
  72. “How do we develop solutions to handle both mobile web & native now as well as the devices of the future?”
  73. these are just some of the options... standalone responsive designs mobile sitesnative apps mobile templates APIs
  74. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Responsive Designs APIs
  75. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Responsive Designs APIs
  76. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Responsive Designs APIs
  77. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Responsive Designs APIs
  78. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Responsive Designs APIs
  79. APIs are the infrastructure for your mobile initiatives... Create Once, Publish Everywhere
  80. PRT APIUpdate once. Publishes to: iOS App, Mobile Website, Student Portal, Transportation Website, & Twitter
  81. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Responsive Designs APIs
  82. Mobile Web-Optimized Solutionsstandalone mobile responsivemobile sites templates designs
  83. standalonemobile sites •Standalone websites can serve as “mobile experiences” for your visitors. •Content & functionality are highly optimized. •Can be another silo of content that needs to be maintained & advertised. WVU Example: http://m.wvu.edu
  84. mobiletemplates •Mobile templates deliver optimized layouts based on browser classes. •Requires server-side technology. •Must keep classification up-to-date with newest & latest browsers. WVU Example: http://wvutoday.wvu.edu
  85. responsive designs •RWD allows a developer to deliver one set of mark-up & content to all browsers. •Can be difficult to optimize media & third party widgets. •Older browsers are not supported. WVU Example: http://happyholidays.wvu.edu
  86. Give your existing content a Textchance to adapt to the future.
  87. The Future •Responsive Web Design with Server Side Components (RESS) is a hybrid of RWD & Mobile Templates. •Flexible layout of RWD but finely tunes media & assets on the server. •Requires server-side logic & device detection. WVU Example: Coming Soon
  88. ress.dmolsen.com
  89. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Responsive Designs APIs
  90. Native apps will be driven by vendors.
  91. Native appsshould be transformative.
  92. Platform Strategy ReviewStart working on your infrastructure. Now. There is a lot of content already out there & users expect access to it. There isn’t one mobile solution for your organization or client.
  93. Making the case for mobile web first.
  94. Discovery Discovery
  95. “Not every mobile device will haveyour app on it but every mobile stat about browser usagedevice will have a browser. - Jason Grigsby @grigs
  96. 77% of smartphone users use search. Most visited type of website. from Google’s “The Mobile Movement” report, April 2011
  97. Existing Indexed Content
  98. the just in time internet The Just In Time Internet
  99. “Links don’t open apps. - Jason Grigsby stat about@grigs browser usage
  100. 55% of users with an internet-enabledphone use it to check personal email. from Merkle’s “View from the Digital Inbox” report, January 2011
  101. Getting social?
  102. links + skills + searchmobile web first
  103. 70% of prospective students are happy to browse your Text current websites on their mobile device.Source: https://www.noellevitz.com/papers-research-higher-education/2012/2012-mobile-expectations-report
  104. Wrappingit all up...
  105. #1Identify the audience.
  106. #2Identify the content for that audience.
  107. #3Implement platform solutions.
  108. #4Lather, rinse, & repeat.
  109. AudienceOn-campus AdmitsProspects Alumni
  110. Audience ContentOn-campus Contact Info Admits MapProspects Emergency Alumni Calendar
  111. Audience Content PlatformOn-campus Contact Info Mobile Portal Admits Map Native Apps ResponsiveProspects Emergency Design Alumni Calendar
  112. Don’t get stuck on platform.
  113. Focus on your targeted audiences & content.
  114. ResourcesBlog & Higher Ed Mobile Directory dmolsen.com I’m on Twitter... @dmolsen
  115. ResourcesHigher Ed Mobile Frameworks kurogo.org mollyproject.org mwf.ucla.edu www.jasig.org/umobile
  116. Many thanks to Mr. Robertson for the snazzy device &progressive strategy graphics
  117. Thanks,Priorities by redvers Road to Ribblesdale by Luc BSwiss Flag by strupler Audience by batmooLego Discovery by dunechaser Drupalcon by Mike GiffordGrasshopper by trekman Highway Lights by Spreng BenGuitarist by postlife1976 Tunnel by ÉoleBullhorn by aisipos Christmas Present by kevindooleyGirl on Stoop by ollipitkanen Clouds by Francisco MartinsStudent Recording Video by U. of Denver Calendars by Duane MendozaStudent in Classroom by Bill Erickson Bananas by sisMud by neilspicys Target by ???Flickr by dsevilla Movie Theater by ariHeadstone by nouspique
  118. The End

×