Shay Rosen discusses the need for organizations to become "multi screen organizations" to meet the demands of an increasingly mobile world. He notes that mobile has become a main access channel for enterprise services. A mature mobile channel requires having smartphone apps, tablet apps, and mobile websites to provide access to all services on all devices. A multi screen organization focuses on responsive web design with one site that adapts to different screen sizes and also uses a junction approach with a dedicated mobile website and options to download apps. Proper planning is needed to support continued exponential growth in mobile and ensure technology platforms can handle it with control, management, security and integration.

1. Mobile 2012
The Multi Screen Organization
Shay Rosen
Head of Strategy & Consulting
shayr@realcommerce.co.il

2. Shay Rosen
Head of Strategy & Consulting, realcommerce
Shayr@realcommerce.co.il
http://www.linkedin.com/in/shayrosen
http://www.facebook.com/shayrs
http://www.slideshare.net/shayrs
M: 052-5118539

3. • Strategy
Business analysis, Concept creation, UX, UI
• Technology
Robust, Smart, efficient content management & e commerce platforms for
mega sites
• Leadership
Powering Israel’s largest and most successful enterprises

4. The shocking facts (3)
Tsunami Indication
6B Mobile phones
44% Smartphones 44% Smartphones
51% Smartphone (42% last quarter!)
74% Next phone is a smartphone

5. The weird fact

6. The weird fact

10. Mobile Web Browsing
10.0%
9.0%
8.0%
7.0%
6.0%
5.0%
4.0%
3.0%
2.0%
1.0%
0.0%
2009 2010 2011 2012
Source: Statcounter web analytics report

11. SO??
An App?
A Mobile Web site?
What’s the right choice??

12. Mobile is an Access Channel
To All Enterprise services
•Challenge #1: Many services
•Challenge #2: Many user types
•Challenge #3: Many Devices
One App in not a Mobile
Channel(!)

13. A Mature Mobile Channel
Company’s Services
Customer
Sales Info & Support Other Services
Service
Smartphone
apps Tablet apps Mobile
HTML5
website(s)
?

14. A Mature Mobile Channel
Company’s Services
Customer
Sales Info & Support Other Services
Service
All enterprise services will be available to mobile on:
App(s)
Website(s)
On all Devices, OS’s and Screen sizes

15. A Multi Screen Organization

16. A Multi Screen Organization

17. A Multi Screen Organization

18. Multi Screen Howto (1)
Responsive Web Design
• Focus on Web access
• One Site fits all
0px 600px 900px Wider
• Content divided to blocks
• CSS Manipulation manages content presentation according to screen width

19. Multi Screen Howto (2)
The Junction Approach
• Dedicated Mobile Website
• Main page directs traffic
Download app
Mobile Website
Regular Website

20. A final Word about:
TCO, Control, Management, Security and Integration
• Mobile becomes a main channel for the organization
• Growth in the coming years will be exponential
• The IT organization needs a technology platform strong
enough to support steady and healthy growth

22. Shay Rosen
Head of Strategy & Consulting, realcommerce
Shayr@realcommerce.co.il
http://www.linkedin.com/in/shayrosen
http://www.facebook.com/shayrs
http://www.slideshare.net/shayrs
M: 052-5118539

23. The Multi Screen
Organization