This document discusses perspectives on mobile and the evolving mobile landscape. It notes that while Android holds over 50% of sales share in some markets, the mobile market is still diverse with different platforms, browsers, and capabilities. It warns against a "one size fits all" approach or treating mobile development the same as desktop, as this can lead to frustration. It introduces bemoko as a solution that can help with challenges like device detection, image optimization, and rapid testing across multiple mobile channels.

1. Who Cares About
Mobile?

2. We care!

3. Conflicting Perspectives
The road to mobile -

4. We can do mobile
it’s just like a PC site but smaller

5. Most people
have got an iPhone

6. Some of us
want to be individual

7. • Android holds over 50% of sales share in developed
markets
• Android have an average market share of 51% across the
seven key markets inc UK, USA, Europe
• In the UK, Android leads the smartphone market with
48.8% share
• iOS have 20% of UK Market
• RIM have 19% of the UK Market
• In the 12 weeks ending 10th July 2011 67% of all mobile
phones sold in the UK were smartphones
• Which means 1/3 of mobile handsets being bought are
not smartphones!
Kantar Worldpanel
It’s not the market you think it is!

8. Diversity
is not in our control

9. Consumers
don’t all fit in a box

10. People make
different choices

11. And technology
is continually evolving

12. Platforms continue
to evolve

13. Platform Browsers Add-on Browsers
So do browsers

14. GPS
Face Detection
AccelerometerVideo
Magnetometer
Tilt
keypad
Camera
NFC
Touch screen
Motion Sensing
HTML5
Screen Technology
And so do
capabilities

15. But there will always be fragmentation
Some standardisation…

16. Are we benefiting
from the latest technology?

17. Or are we
held back by the past?

19. Developing in silos
is simply unsustainable

20. • Change - new pages
• Testing – devices, browsers
• Support
• Auditing
• New channels
• Integration into other systems
• Development and enhancements
• Yet more devices & embrace diversity
• New campaigns
Management
multiple times

21. One size fits all
is not an alternative

22. Frustration
and a world of pain

23. • Sunbathing pool…the bemoko way
Mobile web

24. • “I can do mobile”
• “I’ll use responsive design”
• “HTML5 does mobile”
• “iPhone and android cover enough of the market”
• “A Mobile site is the same as a PC site, just smaller”
What we hear…
point taken…

25. • Great approach, we use it too
• Client side vs server side
• Don’t need to send everything
• “I can do mobile”
• “I’ll use responsive design”
• “HTML5 does mobile”
• “iPhone and android cover enough of the market”
• “A Mobile site is the same as a PC site, just smaller”
What we see ...
• just an iPhone site?
• Yes - very useful
• It helps, but is not the fix-all
• Supported many devices is still evolving
• Degrade gracefully….
• Even these are fragmented
• Feature / javascript
differences
• It needn’t be and… shouldn’t be

26. Things your mobile platform must
do…
Deliver your site quicker
Deal with the repetitive fiddly stuff
for you
... and allow you to concentrate on
the fun stuff
Take the pain away
Make multi-channel easy
We’ve been there…
felt the pain

27. what you need to
Device
Detection
Inheritance
Reuse Recycle
Image
Transcoding
User
Preferences
Rapid
Prototyping
Extensibility
HTML5
Optimisation
Monitor
Measure
Health
get right

28. MobilePC IP TVApps Kiosks
Social Media
External
Content
e-commerce
CRM
CMS
Database
Intelligent Assembly
Engine
App Assembly
Engine
Social Media
Assembly Engine
Widget Assembly
Engine
Web Delivery Optimisation Controller
Media
ControllerExternal
Content
Manager
Device
Manager
Channel
Management
Controller
Media Channels
HOW BEMOKOLIVE WORKS
Netbooks
bemoko technology
(how we do it)

29. 30
Mobile web training with bemokoLive ...
http://bemoko.com/training
Our team best practices on-line ...
http://bemoko.com/training.team
The single solution for
Multi-channel web
Ian Homer - Tech Director
ian.homer@bemoko.com - @ianhomer
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