Answering the Mobile Challenge - Squiz Scotland User Summit

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Squiz

Why you need to consider mobile users and the pros and cons of the different approaches to solving this problem.

Technology

Answering the Mobile Challenge!
Alister Cattell!

What is The Mobile
Challenge ?!
What are we trying to solve?!

Fundamental Shift in User
Behaviour!
•  Youʼre engaging with people on the
web!
•  Theyʼre engaging with you on the
web!
•  Core shift to engaging through mobile
devices!

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!

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 operating
system 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!

On Thursday the 23rd of February, Squiz held the latest in a series of lunchtime seminars at its Edinburgh office on the Royal Mile. Alister Cattell, Pre-Sales Manager at Squiz, presented the latest hot topics in Web Experience Management: Mobile Solutions, Online optimisation, Cloud Computing, Social Media and Content Targeting. The presentation details the challenges and opportunities they present and describes how Squiz can help with each of these topics.

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Answering the Mobile Challenge - Squiz Scotland User Summit

1. Answering the Mobile Challenge! Alister Cattell!

2. What is The Mobile Challenge ?! What are we trying to solve?!

3. Fundamental Shift in User Behaviour! •  Youʼre engaging with people on the web! •  Theyʼre engaging with you on the web! •  Core shift to engaging through mobile devices!

4. Mobile usage!

5. Mobile v Desktop!

6. 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!

7. Stats!! •  “An average of 4 Ferraris are sold on a mobile phone every month”!

8. 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!

9. 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

10. Source: Foolproof, April 2012

11. 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!

12. What are our options?! 1.  Native Apps! 2.  Bespoke mobile site! 3.  One-web approach (responsive)! 4.  Do nothing.!

13. Native Apps! Designed to run speciﬁcally on the deviceʼs operating system and use core functions! •  Calculator! •  iTunes! •  Games!

14. Native Apps – Pros & Cons! •  Pros! •  Ofﬂine capabilities More secure! •  Utilise the devices full capabilities ! •  Cons! •  Long release time! •  Device dependence! •  Speciﬁc skillsets required!

15. Mobile Speciﬁc Site! Separate site built to optimise the mobile experience!

16. 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!

17. Responsive Design! Fluid layouts and ﬂexible images that adapt according to the size and orientation of the browser!

18. 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!

19. 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!

20. Conclusion ! •  Plan strategically to deliver your goals.! •  Constantly evolving – Responsive is a clear starting point for most orgs!

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