Centrica was the first FTSE100 firm to develop an HTML5 corporate web app. It had already seen 12% of its corporate digital engagement come through mobile, with a third of that coming from the iPad. However a requirement for greater (and quicker) control, a need to react quickly from measurable analytics and a desire for easy cross-platform updating, the move to HTML5 was a logical one. The app has been designed specifically to engage with investors and the media, carrying a mix of content including corporate news, blog posts, share price, events calendar, publications, investor presentations and videos. Director of Corporate Responsibility and Digital Media, Simon Henderson, will explain the company's aaproach and brings the Centrica HTML5 app story to life

1. Centrica’s web app:
A case study
June 2012
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2. Our digital strategy
• Online is integral to our overall communications
strategy and planning
• Digital allows us to:
 Communicate the corporate story and strategy
 Engage with communities and stakeholders more effectively
 Reach a wider audience and offer choice
 Work efficiently
• As audiences and platforms evolve, we need to
move with them and offer choice
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3. The mobile landscape
Compelling stats on mobile usage...both generally...:
• 50% of people in the UK own a Smartphone – likely
to rise to 75% in 2 years
• The number of mobile internet users will overtake
desktop users within the next two years (Morgan
Stanley Internet Trends)
• 61% of visitors unlikely to return to a site that
provides poor mobile experience (Corporate Eye)
• At the end of 2011 Tablet users made up 2.3% and
Mobile phones users a further 5% of FTSE100 site
visits (Gaia Insight Online Audience Report)
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4. The Centrica picture
....and from our own experience
• Access to Centrica.com via tablet or mobile has
been steadily increasing...but a sharp rise in the last
12 months:
 Audience regularly accessing investor and media content
 Apple devices most used but 25% of visits from other devices
• Positive feedback on tablet / mobile usage from our
own key audiences – journalists, investors, analysts
and colleagues
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5. The Centrica picture
Centrica has a large and fast growing mobile audience
(excluding tablets) - now over 8% of visits
9.0%
8.0%
7.0%
6.0%
5.0%
4.0%
3.0%
2.0%
1.0%
0.0%
Jan-09 Apr-09 Jul-09 Oct-09 Jan-10 Apr-10 Jul-10 Oct-10 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12
FTSE100 Average Centrica.com
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Based on equally weighted data from FTSE100 sites monitored by Gaia Insight

6. The Centrica picture
iPad traffic has grown rapidly and now accounts for 5% of
Centrica.com traffic - again higher than FTSE100 peers
6.0%
5.0%
4.0%
3.0%
2.0%
1.0%
0.0%
Jun-10 Sep-10 Dec-10 Mar-11 Jun-11 Sep-11 Dec-11 Mar-12
FTSE100 Average Centrica.com
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Based on equally weighted data from FTSE100 sites monitored by Gaia Insight

7. Project brief
Based on behavioural analytics, strategy and anecdotal
experience, consider mobile approach that:
• Responds to stakeholder needs...both internal and
external
• Will deliver quick, improved access to information....
and a better user experience on mobile devices
• Provides online and offline viewing
• Offers a new and preferred channel for some
• Utilising existing content / feeds from Centrica.com
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8. Items for consideration…
• Review of available technology
• Specific focus on IR community to enhance
communications
• Utilise content for media and other Centrica audiences
• Low cost – an opportunity to test the concept at low
risk
• Shared learnings... work with our web partner to
develop proposals
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9. Web app....our rationale
Whilst aware of the growing use of high quality native
apps and the popularity of Apple’s iPhone and iPad
devices, a decision was reached to develop a web app
• Web app can be used across a variety of devices and
platforms
• HTML5 enables touch and slide interactivity
• Enhanced styling, functionality and multimedia embedding
• Accessible to all – does not require a user to find and
download in an online store
• Cost effective ....shared development costs
• No launch and update approval
• Control over web metrics data
• Supports our transparent, open online communications
approach
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10. Initial delivery
• Focus on media and investor audiences
• Optimised for iPad – subsequent, ongoing updates for
more devices
• Design rationale to look and feel part of Centrica digital
stable...
• ...but also fresh and mobile-centric
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11. Initial delivery
• Images of app, highlighting
different content
• options (The Group to add)
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12. Initial delivery
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13. Initial delivery
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14. News
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15. Videos
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16. Presentations
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17. Share price data
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18. App launched in March 2012...
• Low key launch
• Delivered to incorporate 2011 Annual Report
• Promotion on Centrica.com front page
• Prompt for all iPad users
• Blogs on Centrica.com and The Group website
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19. Initial data has been encouraging...
First 100 Days:
• Over 3,100 visits to the web app (average 31 a day)
• Each visit averages 4.1 interactions (3.1 by iPad users
of desktop site)
• Average visit time of over 5 minutes which is longer
than average user of Centrica.com
• 80% of visits to the web app are by users of Apple
devices
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20. Conclusions
• Early days...but promising feedback and data
• A learning process...for both client and agency
• Scope for further development as the technology
evolves
• Important channel addition to our communications
approach
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21. Centrica’s web app:
A case study
June 2012
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