There is 100% chances you are going to engage your customers on mobile first, but converting them into lifetime and faithful promoters is a multi-screen journey. For brands, media and retailers it is then critical to select the most relevant device-agnostic technology and the

1. Lunch & Learn
Australian sessions 2012
Creating applications for the “multiscreen world”

2. It’s a mobile world ...
... but it’s a multiscreen journey!

3. Where has our customer gone?
Gone for a
walkabout!

4. He has gone mobile, into the wild
With 3 core belongings ...

5. He has gone mobile, into the wild
Mobile will be first in numbers by 2014

6. Australia rules! (the mobile world)
Source: Nielsen Online Ratings
January 2012
A digital nation downunder

7. Australia rules! (the mobile world)
Source: Nielsen Online Ratings
January 2012
5th highest internet penetration in the world

8. Australia rules! (the mobile world)
Source: Nielsen Online Ratings
January 2012
1st highest smartphones penetration in the world

9. Citius, Altius, Fortius
“The
introduc.on
of
BILD
mobil
has
been
a
sensa.onal
success
for
us
(...)
The
mobile
user
has
a
more
intensive
rela.onship
with
contents
and
services
than
the
sta.onary
Internet
surfer.
Consulta.ons
of
60
sec.
per
site
and
more
than
8
minutes
per
visit
surprised
us
in
a
posi.ve
way
in
the
beginning.
”
Tanja
Hackner,
project
leader
of
BILD
mobil,
Axel
Springer
We engage higher, better and longer on mobile

10. Put it otherwise ...
U.X.?
Do it on Mobile First!

11. ... But it’s a multi-screen journey
http://bit.ly/T5Wa7G

12. It’s a multi-screen journey

13. It’s a multi-screen journey
Bingo: Buys on tablet with Paypal at 10:35PM!
6 - Watches video trailer on TV
5 - Refines search on the couch with tablet
4 - Sends shortlist to home PC mailbox
3 - Looks for reviews during lunch break
2 - Browses on laptop at work
1 - Hooked by an email in the bus
Seamless User Experience prevails on 4P rule

14. In a hyperconnected world ...
From 6:00AM
Customers can show up anytime, anywhere!

15. They want it right here ...
At 11:00AM ...

16. And they want it right now!
OR 11:00PM

17. Take away #1
There’s 100% chances you are going to
ENGAGE
your customers on Mobile First

18. What is Mobile? (as in mobility)

19. Multi-screen, multi-channel, cross-device,
cross-screen, multi-tasking, simultasking ...
Is that mobile?

20. Stationary but in transit ...
Network access?

21. Portable but stationary ...
Device orientation?

22. Small screen and on the move ...
Social connectivity?

23. Small screen but stationary ...
Haptic capabilities?

24. Is mobile just being portable?
Geolocation and LBS?

25. And if so, is this mobile?
We are in the grey area!

26. Take away #2:
Mobile users are wild and unpredictable!
You need a responsive approach to deliver
the best context-aware user experience

27. What is Mobile? (as in hardware)

28. What is Mobile? (as in hardware)
Platforms
X X
Manufacturers Browsers Carriers
Call it device fragmentation or nightmare!

29. The many faces of the green robot
Over 4000 different Android flavours

30. The many faces of the green robot
Concurrent OS versions, countless screen sizes

31. And it’s just the beginning ...

32. And it’s just the beginning ...
http://youtu.be/eA6XzbAr50k

33. Gesture
And it’s just a starter ... Enabled
Web
capable
Tomorrow begins today with Smart TVs!

34. Who knows what comes next?
Google announces HUD with Project Glass

35. Who knows what comes next?
The rise of the Machines Smart surfaces

36. Take away #3:
Nobody can stop innovation and competition
You need a device agnostic publishing technology.

37. So ... where do we start?
Life used to be simple in the 90’s

38. The “legacy thing”

39. The “legacy thing”
Mobile Mobile Mobile Mobile Mobile Mobile Mobile Mobile Mobile
plugin plugin plugin plugin plugin plugin plugin plugin plugin
CMS DB DAM CRM ERP e-Com BI eLearning ...
Key concerns: Cost, consistency, Sustainability

40. Simple housekeeping rules:

41. Simple housekeeping rules:
Device detection + Presentation engine
Service Layer (APIs, ESB, ...)
CMS DB DAM CRM ERP e-Com BI eLearning ...
Separate content and layout: Go SOA

42. One standard to rule them all?

43. One standard to rule them all?
html5test.com
rng.io
We can leverage HTML5 only as far as devices can!

44. Reality Check: 3 Learnings
1. CSS and Javascript do not work
uniformly in all browsers = software fragmentation
2. HTML markup cannot cope with massive
hardware fragmentation in terms of screen sizes,
graphic capabilities, memory and processor speeds
3. This usually results in increased cost for
development, testing and maintenance (TCO)
We need framework to bridge the gap!

45. Beware of digital sirens in open seas

46. Beware of digital sirens in open seas
•Analysts : Open Source is not covered by any traditional industry analysts. Netbiscuits is covered by
all the main players like gartner, Forrester, Frost & Sullivan.
•Partner Network : Building a network of experienced integrators is not easy and
Netbiscuits has been at it for many years. With well-developed skills and a traditional kick-back the partners have good reason
to go with Netbiscuits.
•References : In both North America and Europe, you can easily find an existing Netbiscuits
customer. This is very helpful to further increase adoption as it means that new customers have some experience they can tap
into. In addition, Netbiscuits has many prominent retail references, starting with eBay.
•Financial stability : A quick look at the recent Netbiscuits annual reports
shows Netbiscuits e are doing extremely well. Netbiscuits has demonstrated that they are capable of earning money in a
competitive market and posted record-numbers.
•Global footprint : Netbiscuits is an established global player; much more so than
any other competitor. Netbiscuits is in particular strong in the important and highly competitive US and UK markets.
•Complexity : Many customers have started to realize that they do indeed have complex
requirements. Netbiscuits has targeted the higher end of the market for quite a few years now, which has made the product
more complex and capable towards the demanding, global and national enterprises.
•TCO : There are a lot of white papers about the TCO and ROI with Open Source solutions. "Open" does not
mean "free" or "cheap" on the long run. In website development projects, software costs typically comprise 5% of the total
implementation costs. But by saving 5% in software costs by choosing an open source solution, you will most likely drive up the
95% of the ‘other’ costs significantly.
Hidden costs of Open Source can 10-fold your TCO!

47. Take away #5
Pick the right race horse!

48. Take away #5
Tools you need for a mobile-first experience
• Live Device Information Service
for real time updates, no republish
• Device adaptive Layouts
for seamless screen-size management
• Device adaptive Interactivity
Deliver just the right code-optimised payload
• Media queries optimisation & storage
for image/video caching and streaming
Bet long with device-agnostic web

49. Wrapping up
Your recipe for Mobile First success
1 - Do Engage your customers on mobile first
2 - Adopt a responsive and context aware strategy
3 - Choose a device agnostic publishing technology
4 - SOA for your DDP = Sustainability and ROI
5 - Scale and stay cutting-edge with the Cloud

50. Conclusion:
Mobile is your first step to success!
Be future friendly, be device-agnostic!

51. Thank You!
Lucas Challamel - ANZ Country Manager
T: 04 1014 1795 - E: l.challamel@netbiscuits.com
@netbiscuitsAPAC
51