SQLI //MOBILITY SPECIAL EDITION

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The 24 hours of FIND THE PROPERTY OF YOUR DREAMS
SMARTBOX le mans live WITH SOGEPROM
After designing and producing the Smartbox
application, eClaps also handled its upgrade. A «must» for DESIGN OF THE MOBILE APPLICATION FOR
The application now gives access to a store and
any fan of the SOGEPROM, THE PROPERTY DEVELOPMENT
enables to provisionally book an activity with a
telephone. Booking an activity directly through SUBSIDIARY OF THE SOCIETE GENeRALE
the application as well as purchasing packs will competition GROUP
soon be possible.
The creator and organiser of the “24 Hours Finding your future new-build property while on the A search on available developments based on the
of Le Mans” car race, the Automobile Club de move is now possible with SOGEPROM. user’s current position, using geolocation;
l’Ouest (ACO) chose the Sqli agency in Nantes An extremely convenient search option which

allo resto for the design and production of the lemans.org
application, the official iPhone application for
the 24 Hours of Le Mans and the Intercontinen-
Available on the iPhone, this new application of-
fers the possibility to consult all of the developer’s
available properties with just a click.
sorts the available SOGEPROM properties based
on six themes ;
Ready in 2011 for those in a hurry, 0% loans,
tal Le Mans Cup, the world endurance cham- Scellier tax benefits, What’s New, Low Consumption
In November 2011, Allo Resto, the leading home pionship run by Automobile Club de l’Ouest. User-friendly and adapted to personal needs, the Construction or Sneak Peeks.
and office catering provider with 2500 restaurants, application presents three search methods:
launched its mobile app. Available on iPhone and Ergonomic and intuitive, it enables enthusiasts A simple search based on criteria such as lo- Completely free, this application also makes it pos-
Android, it enables users both to order online and to of the 24 Hours of Le Mans to follow the event cation, property type, number of rooms, budget sible to calculate your borrowing capacity based
take part in competitions to win points which can be as it happens. Completely free of charge, it and surface area; on personal information including: income, down
converted into gift vouchers. An impressive loyalty aims to be the “must have” tool for anyone payments, desired monthly payments, etc…
building programme for the brand, offering useful keen to experience the action before, during
advantages for its clients! and after the race!

Its many features provide access to:
wall street top chef
institute Cooking Game
yamaha the latest news from the endurance, enabling
users to share it by email, on Facebook or Twitter
All the dates for the International Le Mans Cup This application is a language learning tool To accompany the Top Chef TV programme, M6
A live, constantly updated leader board for the sending users e-news provided by partner has chosen us for the design and production
Yamaha chose eClaps for the design and produc- competing vehicles France 24. of the Top Chef Cooking Game. The application
tion of an iPad terminal to be used at motorcycle Race highlights lets the user try his or her hand at cooking, free
and boat tradeshows. This fun and easy to use List of competitors for each race Each article features an instant translator which of charge, with an initial recipe. 35 other recipes
terminal gave visitors several opportunities to Photos and videos of the various events enables you to see the translation of a word and add are then available at a price of €1.59.
win numerous prizes. This campaign designed by Maps of the race route with their key features it to your own vocabulary list, simply by pressing
the agency enabled the brand to harvest qualified Useful information: concerts, times, features, the word. The game places the user in the same conditions
contact details for both clients and prospects and prices, etc. as those encountered in the competition. He or she
to organise targeted marketing activities. Detailed presentations of the cars and drivers A training area offers exercises in English according must pass through each stage one at a time before
to your level. The results are available immediately. becoming a genuine Top Chef. Launched for the first
Compatible with the iPhone, iPod touch and iPad, time last year, the application is being upgraded
this application has been a runaway success, being Downloaded over 60,000 times in less than a year, this year for the launch of the broadcast.
downloaded no fewer than 4700 times since beco- this application is a powerful sales and strong traffic
ming available online! generation leverage tool for the mobile site.

toulouse:
ville propre
and sophisticated yet very simple to use including
TECHNOLOGY TO the geolocation of incidents and real-time alerts
TACKLE THE with photos and voice memos, allowing for coordi-
nation and optimal efficiency of the teams.
CHALLENGE OF URBAN
CLEANLINESS Deployed for the time being in the city center, the
system will gradually be extended to the entire ur-
SQLI has developed an An- ban community. Around 100 devices will be issued
droid application unique of to the staff throughout the Greater Toulouse area.
its kind in France for the city
of Toulouse, issued to its 314

SQLI Mag #08 – News in brief
field staff in 2011. *

One of the key aspects of the “Toulouse ville
propre” plan (Toulouse clean city) is the use of a
PDA system (Personal Digital Assistant) issued to
some field staff since early 2011 (cleaning agents,
city police officers, etc.) 05
By sending a photo and a GPS signal, they can then This is a first in France. A system
immediately summon an intervention team for any designed in Toulouse with the company
rubbish spotted on public roads including wild SQLI. Up until now, only the city of
waste disposal, dogs dejections, the occupation Eindhoven in the Netherlands had a
of public areas or graffitis, etc. similar system.

Philippe Mahé
A first in France. General Manager for Services
City of Toulouse
The local authority began by carrying out a field
analysis as close as possible to the staff and the
problems in order to come up with the most ap- * «Select a number and discover right away if you’re lucky winner!»
propriate solution.
This study resulted in a project meeting public
agents requirements with the choice of the best Ticketac
adapted solution: an Android application unique of
its kind in France featuring real-time management Ticketac is the first application of its kind. This
of all of the teams’ interventions. showcase application for the online booking of tic-
kets for shows in Paris was designed and produced
Produced by SQLI, it uses state-of-the-art PDA by eClaps. In just a few minutes, it enables users
and satellite technology for the transmission of to book and buy tickets using their smartphones.
incident reports. Hugely successful, it was acquired in 2009 by the
This application’s user interface is intuitive, user- Figaro group.
friendly and remarkably effective. The tool is sharp

The advent of the mobile business
SELL, COMMUNICATe, COOPERATe and manage...
ALL WHILE ON THE MOVE

Mobility
& New interfaces
Mobility and its many implications represent the
greatest revolution since the advent of the internet!
The march to mobile business is inevitable. It implies identifying new uses, anti-
cipating and discovering them, defining a clear technical strategy in relation to
the company’s Information System and proposing the most intuitive and natural

SQLI Mag #08 – Article
mobile and tactile user interfaces.

Mobile services for professionals must Our philosophy:
be relevant, efficient and context-aware Experiment, test and optimise! 07

It is important to clearly define the mobile services maintenance, etc.) and collaborative information The success of a company’s mobile strategy can be Where mobility is concerned, we recommend an
intended for your teams including sales aids for for your staff (intelligence, communication, capi- measured by the extent to which it corresponds to iterative and gradual approach making it possible
mobile sales staff, decision-making aids at your talisation). A careful observation of practices as in usage requirements, whether those of the corpo- to identify uses and to optimise the proposed mo-
sales outlets, applications for field-based technical the field is a key factor for success! rate world and the use of business applications in bile systems. This is the best way to meet your
experts (technical reports, quotations, equipment mobility situations or those of the general public targets in innovative areas..
with classic marketing criteria such as usage le-
vels, client knowledge and conversion rates.

Changing customer relations
characterised by greater proximity
Defining your mobile, functional and technical Finally, the spread of digital technology to sales
strategy is a prerequisite to identifying the tools outlets and contact points is consistent with the
best suited to the target groups and your objectives. trend for clients to cross channels information
Proximity to the client is increasing all the time strategy, contextual marketing, and even to intel-
through applications and “web apps” for the ge- ligent storefronts!
neral public, distributed via the main “stores” (per-
sonal assistants, games, corporate applications,
sporting event broadcasts, etc.). Isabelle Gauthier
Marketing Director

MOBILITY ON businesses
IS MAKING ITS MARK
AND REVOLUTIONISING THEIR USES
HIGHLIGHTS AND BEST PRACTICES
The latest generation of mobile terminals are now very much part of the daily life of
their owners. With the iPhone 4s, iPad 2, Android and Windows Phone, smartphones
have emerged as “must have” items for the general public over the last few months.
Users are accustomed to having powerful resources in their daily lives enabling
them to quickly access all kinds of content and to benefit from useful applications
both in their private and professional lives.
For their part, companies are beginning to show a great deal of interest in the
terminals. The impacts are significant and now that users are waiting on them,
companies are ready.

CHANGING TECHNOLOGIES AND INTERFACES
AND A NEW APPROACH TO USAGE
For several years now, mobile services have existed habits built up during day-to-day life, it is ne-
for internal staff enabling them to carry out various cessary to adopt a usage-centric approach and
tasks on what is known as a PDA. Although the to guarantee user-friendliness in order to avoid
PDA already makes it possible to work in mobility “simply” transferring an existing solution onto a
situations and to boost productivity, three main smartphone or tablet. The criteria of immediate
problems hold it back: the performance of the availability, speed and an ability to get straight to
terminal, connectivity and user-friendliness. what matters are all vital.
In a usage-focused approach, it is therefore ne-
The successes of the new generation of mobile cessary to review operational processes and adapt
terminals are chiefly based on these three points. them to mobility situations.
The first two points are a logical result of changing
technology while the third (user-friendliness) gua- What’s more, users are today expecting simplicity
ranteed the success of the iPhone when it arrived and an enjoyable user experience. So it’s goodbye
Mathieu Collet on the market and placed the emphasis back to forms and the use of a stylus (i.e. PDAs) and
Manager of the Mobility / e-Devices on a usage-centric approach and ease-of-use. hello to the possibilities offered by multitouch,
Division coupled with easy-to-use interfaces.
Sqli agency Taking account of available technology and the

filtering, reduced bandwidth, content that is tical to those used by the application’s clients (never
MOBILE PROJECTS governance AND CHANGE forbidden or billed differently, video, etc.) underestimate the variations which may exist between
MANAGEMENT Resource utilisation parameters concerning one operator and another for example);

the use of the terminal by other applications (me- In network coverage areas identical to those
mory alerts, insufficient local disk space, telephone of the target group from whom the application
The “mobile” environment has a number of specific characteristics when it comes to running projects, the calls, camera, etc.) is intended.
impact of which is highly dependent upon the level of maturity of the projects’ stakeholders (including the These specific requirements related to the mo-
sponsor) vis-a-vis the mobile market. Although the innovative and exciting side of this type of project can With all of this in mind, in addition to the usual bile market are always minimised from a planning
be a boon in that it encourages a high level of commitment from all key players, it can also mean that new test sequences (unit tests, non-regression testing, viewpoint but also from the point of view of the 09
participants wish to get involved (sometimes at very high levels of authority), which can make the scaling partial acceptance, etc.) it is absolutely vital to resources required (travel, equipment…).
and design phases far more complex when alternative and sometimes contradictory approval circuits introduce an additional acceptance phase in a real
appear, resulting in issues which can be difficult to settle via the Monitoring Committee. environment, namely : It is therefore important to carefully monitor your
With real terminals, as with other applications organisation and to take account of these stages at
Rather than seeking to prevent these stakeholders forward information from a central system to a (games, news, etc.) and real data subscriptions iden- all costs when managing mobile project.
from participating in the project, it’s better to get distributed system) have been identified, adjusted
them involved very early on during the initial key and approved by the teams in charge of these sys-
stages (launch, approval of the scaling and pre- tems. Particular attention must be paid to ensuring
view delivery). It is also important not to disrupt effective dialogue between experts concerning the MANAGED SERVICES FOR TERMINALS
the work of the project teams (Project Director,
Project Manager) on both the client and the ser-
specific characteristics, strengths and weaknesses
of the mobile environment.
AND USER ASSISTANCE
vice provider’s side with new directions which may
result from taking onboard the comments of these In contrast to the web, for which the test scenarios Just like any other IT equipment made available to may also be used by the staff member in his private life
stakeholders. are relatively predictable (browsers, networks, staff, it is necessary to introduce managed services (which is usually the case). With this in mind, users will
Although we cannot state that a mobile project is plug-ins, etc.), the mobile environment brings with for mobile terminals by using adapted solutions. be using these terminals frequently and consequently
by its very nature an integration project, we have it a large number of variables which are not always To achieve this, MDM (Mobile Device Management) will be confronted with problems of all kinds, regarding
seen that the integration of all related subsidiary easy to anticipate: tools exist to make it possible to remotely manage either the business applications made available to them
subjects (security, operational development, in- Hardware parameters (screen, memory, CPU, a number of parameters on these terminals (e-mail or the terminals themselves (OS updates, use of the
terface, hosting, roadmap, etc.) are decisive in the OS version, etc.) configuration, VPN, etc.). MDM is a solution which e-mail system, etc.).
success of a mobile project. Network parameters (non-connected, WIFI not should always be used, whether for security or
connected to the internet, WIFI, 3G, poor 3G in areas control-related aspects etc. Consequently, an assistance solution able to respond
With all of this in mind, it is important to ensure with a high user density, edge, time-lag, unstable to all of these problems needs to be introduced to
ahead of the scaling and design phases that in- connections, etc.) It is also important to remember that smartphones or guarantee optimal day-to-day use.
tegration-related problems (i.e. the capacity to Data subscription parameters (port tablets supplied by the company are working tools but

MOBILE marketing
Roche Diagnostics
RANGE OF IPAD APPLICATIONS AVAILABLE FROM
A “ROCHE STORE”
Eudes de Villiers In keeping with its resolutely innovation-focused positioning policy, Roche Dia-
Diagnostics Communications Manager gnostics – the world leader for “in vitro” diagnostics – was keen to improve its sales
Roche Diagnostics France system by equipping its sales teams with original and high-performance resources
to present its solutions and services. As a result, SQLI was asked to implement its
mobile strategy, which can already be seen through the first six iPad applications,
which are now centralised in a “Roche Store”.

ROCHE DIAGNOSTICS’ SOLUTIONS REFLECT
FOUNDING COMMITMENT TO INNOVATION

Roche Diagnostics designs and markets a complete with three objectives in mind:
range of innovative products and services making
it possible among other things to diagnose/mark Presenting its flagship solutions in a original
diseases through the analysis of biological tissue way reflecting its image as a resolutely innovative
or liquids. company;
Having a campaign tool (vs. an exhaustive ca-
Keen to get the most from state-of-the-art techno- talogue) which should be ultra-responsive while
logy and the new uses it generates, the brand wanted reducing marketing costs ;
to upgrade its sales system by equipping its sales Highlighting its laboratory equipment pro-
teams with a high-performance, user-friendly tool grammes throughout the whole country.

Sales aid applications...
SQLI drew upon its complementary areas of ex- Cobas 4800: a molecular biology analysis
pertise – design, ergonomics, development – to system;
produce sales aid tools based on Roche’s resources LigthCycler: a system allowing for the real-time
(brochures, videos, 3-D animations, etc.) aimed at identification of genes (PCR);
enhancing the sales of Roche Diagnostics’ state- Ventana: a complete range of automatic tis-
of-the-art systems, such as: sue diagnosis systems, particularly in the field
Cobas b123: a blood gas analysis solution ena- of cancer treatment, making it possible to assist
bling professionals to take treatment decisions professionals when taking medical decisions.
in record time;

SQLI also produced the Géolab application, making it possible to locate laboratories equipped by
Roche on an interactive map and to view the installed systems based on a multi-criteria search
(regions, equipment, number of cases per day processed by the laboratory, etc.) or to simulate a
new system layout plan... This huge project has aroused a great
deal of interest within our teams
and has generated enormous mental 11
creativity and expectation. Already
deployed on more than 200 iPads, the
...centralised on the “Roche Store” applications have been extremely well
Over and above its experience with received by users. This success is all
mobile applications which it has ad- the more significant as the project was
In order to facilitate and accelerate the deployment of the mobile application stock but also helping mirably demonstrated with numerous subject to very tight lead times (with
of all of the applications designed by Roche Dia- the group’s sales staff to download existing and references, we chose SQLI for three the cut-off date being our presence
gnostics to the sales teams, in partnership with an future applications in total simplicity, to rate them main reasons: firstly the quality of its at the “Journées Internationales de
American publisher SQLI designed a “Roche Store” and to comment upon them. technological proposals, the choices Biologie” (International Biology
allowing firstly for the centralised administration made by SQLI to carry out develop- Days) last November). We had just
ment under Adobe AIR allowing for four months to launch, develop and
the deployment of applications on all deploy this project. What’s more, in
kinds of tablet other than the iPad addition to achieving our image-rela-
with no need to redevelop them, and ted objectives, these applications have
THE “BIOCARDIO” APPLICATION of course its methodological approach also enabled us to reduce the printing
making it possible to guarantee costs for marketing documents, while
applications of a quality meeting the having campaign tools which are fully
More than just a sales aid, Roche Diagnostics was enables cardiologists or clinical practitioners to brand’s standards, while also meeting responsive. We will therefore continue
keen to provide health professionals with a new easily interpret the troponin T HS when dealing deadlines and budgets. along this road with the SQLI teams.
professional tool: the BioCardio application. with a suspected heart condition.
This free application, now available in the AppStore, Finally, the SQLI team demonstrated Eudes de Villiers
a thorough understanding of our ope- Diagnostics Communication Manager
The brand isn’t stopping there, and is currently working closely with SQLI on the creation of new rational needs and challenges. – Roche Diagnostics France
applications…

spir &iPad Express
SAP CRM Commande
THE SPIR COMMUNICATION GROUP
EQUIPS ITS SALES FORCE WITH MOBILE
business APPLICATIONS
To launch its mobile strategy in 2010, SPIR Communication equipped its sales
teams with an innovative business application running on the iPad – “Top & Logic
Vente” equipped with its very first module, SAP CRM. The SQLI group was asked
to handle the deployment of their new business applications.
The latest to date is “Commande Express” (Express Order) which turns the “Top
& Logic Vente” sales tool into a genuine pocket sales assistant!

Top & Logic Vente
A revolution in usage...
The French leader in the local communication introduced the “Top & Logic Vente” application,
sector thanks to its magazines and online media, for which the first SAP CRM module has enabled
SPIR Communication wanted to issue its sales in sales forces:
representative with a mobility tool to help boost To instantly update all customer data;
their performance, their productivity, and to sup- To obtain a consolidated overview of the degree
port changes in their activities. to which targets have been met and to effectively
Extremely professional and track the activity via a dashboard;
easy to use. As a result Sqli agency, the SQLI group’s digi- To receive a flow of marketing information via
The online updates are much tal agency and EoZen, the unit devoted to SAP, a “private Twitter” function.
faster.
User-friendly and attractive, the SAP CRM solution on the iPad was immediately very popular with
Topannonces.fr sales office the sales forces. SPIR Communication has brought about a genuine revolution in the usage practices
– Gard (France) and operational tools of its sales teams.

The main purpose of Commande
Express is to further extend our range
of operational resources available on
the iPad and to enable our sales team
to be totally independent out in the field,
with a genuine mobile office at their
disposal.
We adopted a resolutely user-centric
project approach and a so-called Agile
methodology allowing for seamless coo-
peration between our internal staff and
the Sqli agency – EoZen team.
Based around a small but highly pro- A fast and pleasant-to-use
fessional team, this operating method system with no problems
enabled us to reach prototype stage in encountered. Clients are
just three months. The resolutely user- delighted. A useful aid for
friendly approach, based on accessibi- the assistant, who has two

lity, enables users to get to grips with versions
the new system as quickly and naturally
as possible. Logic-Immo.com sales office
This mobility project and its new uses - Rouen (France)
also gave us an opportunity to review
and simplify our various processes
COMMANDE EXPRESS: 2ND VERSION OF including sales, production and support.
13

THE TOP & LOGIC VENTE APPLICATION The benefits include time saved, added
professionalism for our sales processes,
an undeniable degree of differentiation
The Commande Express module has been designed sibility of signing it from the touchscreen tablet.. vis-a-vis our competitors but also the
and developed on a custom basis according to user’s A great example of teamwork, this project was jointly development of an image perfectly in
needs, using an approach based on the operational managed by Jean Michel Thibault, ERP Manager for keeping with our group’s commitment to
processes. Only the most useful functions are retai- the SPIR Group and SQLI, with each sharing various embracing digital technology.
ned. Simplicity is the watchword in order to be able roles and responsibilities. The operational services In short, it converts innovation into
to interact in a fun and friendly manner with clients. were produced by Lionel Triboulet ‘s team (SAP value, in a very visible and effective
Project Leader) while the ergonomic aspects and manner.
Extremely intuitive, just like the rest of the “Top iPad developments were handled by Sqli agency.
& Logic Vente” application this module boasts a Xavier Monges
user-friendly design well adapted to the planned The effectiveness of this application has already Project Manager / Project Leader for
uses and natural handling characteristics of the been amply proven. So far, 400 sales staff belon- Operational Resources A great time saver.
iPad. Commande Express now makes it possible for ging to the Logic-Immo.com and Topannonces.fr ! SPIR Communication Perfectly meets our needs out
SPIR’s sales teams to: Networks are now equipped, with no fewer than in the field.
Generate quotations on the customer’s premises 4,500 orders booked! I never go anywhere anymore
or elsewhere (with the confirmation process requi- without my iPad.
ring no new data entry); This new system has generated a great deal of
Book orders instantly while visiting clients; enthusiasm not to mention pride among all of the Logic-Immo.com sales office
Directly validate the order form with the pos- teams involved. - Lille (France)

flIPAD BASED AUDITING APPLICATION
AN
finance
AN IPAD APPLICATION INTERFACED WITH AN
INTRANET-BASED DATA PROCESSING SYSTEM
The FL Finance group has several hundred franchises in France, the United States
Sébastien Mantanus and Asia. Among others, in France it owns the “Boîte à Pizza” brand and the “Esthetic
Mobility / e-Devices Consultancy Manager Center” beauty parlours. One of the challenges facing a company of this size is to ensure
Sqli agency effective control over its many franchises.

A MAJOR CHALLENGE: THE SOLUTION PROPOSED AND DEPLOYED
ENSURING THE QUALITY OF THE GROUP’S
FRANCHISES The business application, which is not available in
the AppStore is connected to a remote database to
operational action possibly required in order to
ensure that its franchise is up to standard.
which all of the data is sent in order to be verified From its side, at the FL Finance group the audits
There were a number of problems with this system: before its semi-automated importation into the are verified from the system’s intranet site before
Guaranteeing effective quality in the group’s fran- Slow progressing : the time between the audit FranConnect management system. being imported into FranConnect. This verification
chises is achieved by means of regular audits by and the reception of the audit report by post could The franchisee immediately receives a report process takes just a few minutes.
the brand involving all franchisees, giving it the be several weeks, which naturally delayed work by e-mail and is therefore able to carry out any
opportunity to check the quality of their services on bringing the franchises up to standard for an
at every level. equivalent period. THE IPAD APPLICATION
A lack of reliability for the audits : the Excel The iPad application is extremely simple to use on a The assessor then completes the audit forms as he
Previously, the assessors carried out the audits by file could be modified at any time. day-to-day basis: once authenticated, the assessor goes along, dealing with them in the order he wishes
PC, using Excel files which were then sent to FL No computerised certification process for is automatically located and the franchise in which with no constraints.
Finance’s headquarters, where they were chec- the audits, which could lead to challenges from he is located is identified by the GPS geolocation At the end of his audit, the assessor has the franchi-
ked and entered in a SaaS franchise management the franchisees. system. see digitally sign his iPad (using a stylus).
software program known as FranConnect. A timestamp is also added in order to leave a com- This operation results in the irrevocable closure of
An audit report was then sent to the franchisees All of these factors influenced the FL Finance puterised trace of the audit start time. the audit which is immediately transferred to the
who were given a deadline to meet required stan- group its decision to ask the SQLI group to come The audit can begin immediately with no prior head office for verification. A complete digital copy
dards if any anomalies had been discovered during up with a computerised auditing solution. data entry. is sent to the franchisee by e-mail.
the audit.
The team designed a complete iPad-based auditing system enabling the assessors to have access to INTRANET-BASED PROCESSING
a speedy, efficient tool which was always up-to-date, when carrying out their audits. All of the audits performed by the iPad clients are system which handles the statistical aspects. The in-
available in the intranet-based management system. tranet-based management system also allows for the
Using this web interface, they can be checked and configuration of the audit forms and makes it possible
modified before being imported into the FranConnect to control access to the system by the assessors.

SNCF TERMINALS LAB:
DESIGNING THE SNCF SALES POINTS OF TOMORROW
By 2015, the SNCF plans to replace
its range of interactive terminals,
estimated at a total of 1000 terminals.
For this purpose, SNCF Voyages
organised the Multi-touch competition
A NEW CHALLENGE FOR SQLI AGENCY AND 1984 in 2009 to see what lessons could be
learned in terms of innovation, user-
friendliness and user needs.
During the first half of 2012, the schedule of conditions will be drawn up for the re- It invited the TGV Lab Department to
placement of the 1000 self-service terminals belonging to the SNCF’s travel division. participate in early 2011, due to its
SQLI in addition to the two other finalists from the SNCF Multi-touch 2009 competi- operational expertise and its expe-

tion were invited to further develop their concept on December 12-16 during the New rience with new generation terminals.
Generation Terminals LAB. We decided to invite the three finalists
from the competition to enhance and
rework their concepts based on 4
A LONG-TERM PROJECT scenarios, by adding greater perso-
nalisation and new features while 15
also adapting them to the terminals
In 2009, Sqli agency won the “Designing the SNCF MultiTouch competition and also came first in the designed by the Fritsh & Durisotti
Sales Points of Tomorrow” competition. The objec- public vote. agency.
tive was to come up with a new way of selling train Since then, the SNCF has been working with the Fritsh The stakes are high for the SNCF
tickets through the SNCF stores. The Sqli agency took & Durisotti design agency on three new generation and this is why we are so pleased
up this challenge with the “REVOLUTION” prototype terminal concepts. In an increasingly connected to be working with three of the best
by producing a complete redesigned, tactile, inno- world, the SNCF has launched an experiment entit- suppliers in the market.
vative and natural sales system. led the “New Generation Terminals Lab” (Lab Bornes
Trialled on a test site at the Paris Gare de Lyon rai- Nouvelle Génération), involving a one-week event Laurent Maurice
lway station by travellers and SNCF sales staff, the during which SQLI and the other finalists from the Head of the New Generation
“REVOLUTION” terminal met with universal appro- 2009 competition upgraded their applications in Terminals Project
val. It was named as the main winner of the SNCF order to adapt to these terminals. TGV Lab Department

The first was to build on the initial prototype by SQLI presented the SNCF’s TGV Lab division with a
A “marathon” week adding new functions and features and designing demonstration of two clickstreams:
smarter clickstreams (personalisation, reserva-
tions based on previous journeys, car hire, payment The reservation of a journey + car with identi-
In just 5 days, Sqli agency and 1984 (the SQLI hardware including: 2D Scan code, NFC Smart- by NFC smartphone, rapid exchange, etc.). fication by NFC 12-25 card followed by payment
group’s “ideas” agency) pooled their skills in order phone, thermal printer, and the terminal. with an NFC smartphone,
to take the “REVOLUTION” interface concept forward The work of the UX experts, ergonomists, desi- The team also worked to improve the user expe-
and to produce a demonstration of the complete gners and flash experts was focused on two key rience by optimising the design and animation Exchanging the ticket by means of an NFC
user process featuring interaction with the challenges: aspects, making navigation even more natural. smartphone scan.

A MOBILE CRM SYSTEM
WHICH IS ALWAYS UP-TO-DATE!
EOZEN’S DUAL EXPERTISE IN CRM AND
MOBILITY SELECTED BY MÖLNLYCKE
The Swedish multinational Mölnlycke HealthCare is one of the world leaders in the
provision of single use and health care products and services in the health industry.
The Swedish company employs 6,700 people in 50 countries. In order to maximise
the efficiency of its teams, Mölnlycke was keen to equip them with a state-of-the-art
system enabling the sales staff to achieve optimal performance. This major project
was awarded to EoZen and SQLI.

A FURTHER VOTE OF CONFIDENCE
Following the successful deployment of the SAP of its sales teams and selected EoZen, the SQLI
CRM solution in Europe by EoZen almost 4 years group’s SAP unit, to help it achieve its objectives.
ago, the system was recently deployed in the Benefiting from its proven expertise in the CRM
United States. field, and working with the group’s mobility ex-
Today, 200 American sales representatives have perts, EoZen deployed a mobile CRM application
begun experimenting with it. Feedback from out for the iPad, with the goal eventually being to
in the field is extremely positive. Mölnlycke was equip all sales departments worldwide with this
keen to go further in improving the performance new tool.

Off-line, but still up-to-date! Our sales are soaring in the United
States. We constantly need to antici-
pate new market trends and customer
The off-line CRM application is the first SAP Sybase be carried out using a user-friendly yet innovative expectations.

Unwired platform from EoZen to be marketed. interface. We had a choice between constantly
The system enables account managers and repre- The introduction of this mobile CRM solution using recruiting more people or equipping
sentatives equipped with an iPad to access reliable iPads will give Mölnlycke a clear competitive edge our sales teams with a CRM solution
customer data at any time. including: combining innovation, performance
Increased productivity for the teams; and user-friendliness.
Consequently, even in hospitals or other public Improved product information: all of the We chose the second solution, to 17
areas where no connectivity is available, these product data is available on the iPad; improve the productivity and efficiency
sales representatives can access the CRM system Improved customer relations: including of our teams.
and consult, add or modify data. This data is then improvements in the ordering process, with As a result, we are able to continue
reintegrated when a connection becomes available more reliable customer data available instantly, pursuing our growth objectives while
once again. which means a better knowledge of customers’ also significantly improving our custo-
requirements; mer service.
What’s more, this off-line mode means that the A reduction in CRM costs: thanks to the effi- We were seeking a partner able to
teams are no longer dependent on server connec- cient and relevant use of mobile CRM. provide us with support at every stage,
tions (the Mölnlycke central server is located in combining SAP CRM expertise and a
Amsterdam in the Netherlands) and the work can thorough knowledge of mobile solu-
tions, not to mention extensive skills in
ergonomics and design.
Companies of this kind are very rare,
and we are today delighted to have
EOZEN AND THE SQLI GROUP: chosen EoZen and the SQLI group.
TWOFOLD EXPERTISE IN SAP CRM AND MOBILITY Roderick Mooren
IT manager at Mölnlycke
Following the success of an initial project in field of mobile CRM.
2007, Mölnlycke naturally turned to EoZen once Mölnlycke intends to begin trials on the iPad in
again. Since then, EoZen has widened its CRM November in the United States. The system will
experience and has become a pioneer in the be fully operational in 2012.

m-Commerce MUCCIARDI
AN INTERVIEW WITH ADRIANO
SqliMag: How would you define m-commerce?
Adriano Mucciardi: Mobile commerce or m-commerce, refers to the use of wireless technology,
including smartphones and tablets, in order to make purchases.
Viewed this way, it would be possible to limit the value of m-commerce to the turnover
directly generated by the sales made using mobile devices.

However, it can also be interesting to take a wider view when calculating the value of
m-commerce by including not only the purchasing act but also all of the purchasing
processes (i.e. the identification of requirements, the search for information, the pur-
chasing decision and the purchasing act itself).

Today, mobile devices enable consumers to carry out searches and to familiarize
themselves with products and prices, to learn more about products and/or services
in order to make a comparison based on criteria which the consumer decides for
himself, and finally to select the product and/or service best able to satisfy his needs.

SqliMag: What is the current state of m-Commerce today and what is its outlook
for the future?
Adriano Mucciardi: A recently published study (June 2011) from the Xerfi agency estimated
Adriano Mucciardi that 4 million French people have already made a purchase using a mobile device.
e-Commerce Consultant This figure is equivalent to a quarter of smartphone owners in France.
Sqli agency Thanks to the major expansion of mobile technology (including changes in smartphones,
the increasing use of tablets and the innovation injected thanks to applications), the
market is witnessing unprecedented dynamism.
With an annual growth rate estimated at 90%, m-commerce was valued at €500 million
in 2010 and could reach €15 billion by 2015. However, according to the Xerfi study
“very few distributors appear to fully appreciate the growth potential”.

SqliMag: How can a distributor take full advantage of the benefits offered by m-Com-
merce?
Adriano Mucciardi: Today, there are two approaches enabling distributors to tap into
the benefits and potential of the commercial expansion of m-commerce.

The first solution involves developing a specific application for mobile devices. This
is the most costly solution for the distributor, particularly due to the need to develop
a separate application for each operating system (iPhone, android, Windows Phone,
etc.) although it does make it possible to fully benefit from all the features of the device
on which it is installed.

Consequently, the navigation system can use GPS data in addition to the various peri-
pherals (video, microphone, camera, etc.) in order to offer the mobile surfer relevant and

attractive content.

The second solution is the development of a website adapted to surfing using
mobile devices.
The distributor can ensure that his usual website is also adapted to mobile devices.
He can then have a single website designed with extremely flexible ergonomic cha-
racteristics, which adapts to all screen resolutions. A novel and effective approach
is “responsive design” which enables the site to engage in “pixel gymnastics” with
maximum effectiveness.
Or otherwise, the distributor could develop a separate version of his website specially
designed for surfing using mobile devices (for example simplified navigation, adaptation
of the site’s functions and/or animated features, etc.).

SqliMag: How should they choose between the application and the mobile website ?
Adriano Mucciardi: The two solutions are aimed at very distinct audience groups and
usage types. Use an application requires a certain “effort” on the part of the mobile web
surfer as the application must be found, downloaded and sometimes even purchased.

SQLI Mag #08 – Interview
However, once downloaded, the application makes it possible to propose real benefits
to the mobile surfer (for example: the use of geolocation data and the development
of communities, etc.). Applications therefore have a role to play as part of a customer
loyalty-building strategy.

Conversely, the adaptation of a website to suit mobile devices makes it possible to
attract more customers by targeting a wider spread of mobile surfers. 19
The “multi-platform” nature of this single solution enables distributors to benefit fully
from the visibility offered by search engines (Google, Bing, Yahoo) regardless of the
device (computer, tablet or smartphone, etc.).

To conclude, it isn’t really necessary to choose between an application or an adaptable
website, as both solutions are complimentary and each has its role to play as part of
an overall e-commerce strategy.

SqliMag: What do you see as the main innovations which look set to characterise
m-commerce in 2012?
Adriano Mucciardi: Everything leads us to believe that the year 2012 will be the year
of contact-free payment. This practice, which should be adopted widely this year, is
today possible thanks to the use of NFC technology. This system makes it possible to
make small payments (a maximum of €20) by passing a few centimetres away from
a specific terminal.

The use of mobile terminals once again confirms the growing trend towards a blurring
of the boundary between classic sales and online sales. The digital user experience
is extending into traditional stores thanks to the innovative use of technologies which
are already available to us.

Indeed, the real innovations in the field of m-commerce are not necessarily related to
technological breakthroughs but rather to new uses and new approaches to the user
experience (UX).

m-Casino
INNOVATIVE SERVICES
THE CASINO GROUP IS CONTINUING ITS
MULTICHANNEL STRATEGY TO OFFER
INNOVATIVE SERVICES TO ITS CLIENTS
Following the creation of the www.geantcasino.fr, corporate website and the
www.mescoursescasino.fr e-commerce site plus an interactive MultiTouch terminal,
C.I.T., the casino group’s IT subsidiary, once again placed its faith in SQLI for the
launch of the mCasino mobile application.

THE CASINO GROUP strengthens
ITS DIGITAL STRATEGY
With the goal of improving its digital strategy, the all of the requirements identified among its clients:
Casino group’s IT subsidiary has opted for SQLI’s
capacity to provide global support and the innovative Shopping using your mobile phone : managing
nature of its proposals, for the creation of its mobile your daily shopping list, the virtualisation of the
application. loyalty card and promotional vouchers, payment
by mobile phone, choice between home delivery
This new application designed and produced by or collection from the store;
Casino Information Technology in partnership with Benefiting from bargains and promotions:
Sqli agency is the result of the major multichannel onsultation of promotions, consultation of your S’Miles
programme initiated by the Casino group, to offer its account and conversion of the S’Miles into gifts, calling
customers innovative, high added value services via the Casino customer service department, consultation
all electronic media. of receipts and the of the “La prochaine fois c’est chez
moi” (The next time I’ll do it from home) TV clips;
Unique in its particular area of activity, the multi- Useful information: finding a store using geo-
services focused positioning of the mCasino appli- location, consulting opening times and services and
cation is suitable for a wide variety of uses covering viewing direction on a map.

With this initiative, Casino is innovating and proposing ever more ground-breaking services in the
French food distribution sector including consumers’ views of 7000 products, the addition of items
to their mescoursescasino.fr basket via mobile phone and consultation of the order status. Clients
can choose from two display layouts designed by Sqli agency on their iPhone (a rotating dial or a
mosaic) and configure their telephone by setting their preferences.

lAFUMA SALES OUTLETS
IS DIGITISING ITS
For two years now, we have been
deploying a determined cross-channel
strategy, particularly between the web
and our own-branded stores.
We are naturally very receptive to mo-
CREATION OF AN IPAD-BASED PRODUCT CATALOGUE bile resources. We asked the Sqli agency
in Lyon to handle the design/production
of this iPad application which we view
Lafuma asked Sqli agency Lyon to handle the design and production of a product as forming the bedrock for a longer-
catalogue. Accessible via the iPad in sales outlets, it removes any possible obstacles term web-in-shop strategy. This cata-
related to in-store stock availability. logue is both a sales aid for the sales

assistants which lists all of the product
characteristics, but also a valuable
digital tool which allows the client to
browse on his or her own thanks to its
More items in-store! simple and intuitive navigation.
Recently deployed in our Parisian store, 21
we presented the application to our
The Lafuma brand has own-label stores in addition to and to forge a real link with the various sales channels, sales team. The large amount of feed-
an e-commerce website. For storage reasons, the shops the teams at Sqli agency Lyon suggested that Lafuma back we have received is positive.
are unable to propose all of the Lafuma items available make available a digital catalogue in their sales outlets. We will now be observing how it is used
on the online sale site. Lafuma was impressed by the agency’s proposal and can on a daily basis and its contribution in
In order to be better able to satisfy the brand’s clients now offer its clients access to its entire range in store. real-life situations for the sales staff and
for our clients. We are already conside-
ring upgrading this to provide greater
interactivity and real-time information
(brand news and promotions, etc.).
Improved customer relations Although the feature set is somewhat
limited for the moment, this project is a
marvellous challenge and an opportu-
The agency designed and produced an e-catalogue appli- The visitor can consult all items in the store. If he or she nity for Lafuma.
cation for the iPad which is extremely user-friendly, fea- wishes to purchase one of the items, they simply need The teams from Sqli agency listened to
turing a sober design and a flowing, intuitive clickstream. to ask a sales staff to place an order. This catalogue has and understood our needs and proposed
A search engine based on the budget and product family enabled Lafuma to more closely meet the needs of its a well-adapted solution, a rapidly
ensure that selecting a product is fast and efficient. Par- clients, to boost the relationship between its sales as- implemented project and an excellent
ticular attention was paid to the technical development sistants and customers and is also a driver for additional working relationship with our teams.
aspects of this catalogue. sales.
The tree structure of the e-commerce catalogue, running Already available in Lafuma’s Paris store in Avenue des Pierre Yves Bomey
under dotsoft, was obtained by means of an .xml export Ternes (17th district), the application will be deployed in Retail Manager
and reworked by the technical teams at Sqli agency. the Nice, Lyon, Chamonix and Annecy stores during the & Sylvain Caubel
The iPad catalogue promotes the entire collection. weeks to come. e-Commerce Manager for Lafuma

CUSTOMER RELATIONS
IN MOBILITY SITUATIONS
THE “GROUPAMA TOUJOURS LA”
IPHONE APPLICATION:
A leading EXAMPLE!
Groupama has adapted to the new consumption patterns of its clients and prospects
with the launch of “Groupama toujours là”, a mobile application available on
a trial basis in the 12 départements of the Rhône-Alpes and Auvergne regions,
which is revolutionising the insurer’s customer relations. The first Interactive
Visual Call-back Response Server is born!

A SIMPLE, RESPONSIVE AND FREE TOOL
To overcome the numerous shortcomings of voice- + Requests for quotations
servers expressed by consumers (excessive waiting + Claims declarations
time, which they discover only after having made a + Requests for insurance certificates
selection, difficulties in obtaining the right person + Banking
to speak to, unclear menu structures, etc.), Grou- + Assistance
pama decided to get SQLI involved in the design and + Glass breakage incidents
production of a resolutely innovative application. + Making appointments with his personal
adviser, etc.
Featuring part of the brand’s slogan “Groupama
toujours là pour moi” (Groupama’s always there The customer can select the right service visually,
for me), which makes claims-related situations with the application displaying the waiting time
appear rather less daunting and facilitates contact to be put in touch with an advisor and proposing
between the policyholder and his company, this a free call-back when one of them is available.
simple, responsive and free tool seeks to “revolu-
tionise contact between the insurer and its clients”. Calculated and displayed instantly, these stated
From his iPhone screen, the user can quickly access call-back times are honoured by the contact centre.
all insurance-related services:

SQLI was chosen to handle the assignment thanks to its proven expertise in mobility, its proximity,
its quality commitments and its respect for deadlines, along with Avencall for the openness of its
XiVO telephony solution and its interoperability with the Genesys environment.

A successful innovation produced
within the deadlines, and one which
is now widely acclaimed by the pro-
fession. For Groupama, this initiative
further enhances the company’s
dynamic and innovative image. It is
an outstanding advantage for us in a
highly competitive market.

Philippe Vayssac
Manager of the Groupama

Contact Centre

All of the SQLI group’s key strengths
were used here to support Groupama SQLI AGENCY SCOOPS THE 2011 MARKETING 23
in ensuring the success of this project.
From the user-friendly and graphical
STRATEGIES GRAND PRIX AWARD FOR MOBILE
design of the iPhone application by CUSTOMER RELATIONS with ITS “Groupama tou-
the agency team to its development by
the engineering team with a backend
jours là” APPLICATION
enabling the iPhone to communi-
cate with the various Groupama call
centres including that of Groupama
Rhône-Alpes Auvergne based on
Asterisk solutions and the Genesys
contact centre.

Thierry Carceles
SQLI Project Manager

c-ma-santé WITH ITS
ALPTIS SIMPLIFIES INSURANCE
IPHONE / IPOD TOUCH APPLICATION
1 PRIZE IN THE 2010 E-COMMERCE AWARDS:
ST
THE WEB INNOVATION INSURANCE AWARD
Alptis is looking to mobility to make life easier for insurance customers and has
drawn upon SQLI’s proven skills in innovative technology and uses. For the se-
cond version of its C-ma-santé, mobile application, Alptis is fully exploiting all of
the benefits offered by this new channel including ease of access, geolocation, the
sending and reception of e-mails and interaction with telephony functions.

A WIDELY ACCLAIMED APPLICATION!
The “c-ma-santé” application for the iPhone and iPod This second version of the application offers new,
touch includes in particular the possibility to calcu- exclusive services to facilitate the day-to-day lives
late the total refunds due from the Social Security of users:
system for your health expenses. Find the nearest out of hours chemist thanks to a
geolocation service
Thanks to this simple and easy-to-use application, Estimate refunds from the Social Security system
there are no more unpleasant surprises in store. Be- accurately
fore going to the optician, the doctor or the dentist, Access a geo-located directory of health-related
this application instantly displays the sum which will numbers
This application was produced as an be refunded by the Social Security system in addi- Discover the latest health news
extension to our c-mon-assurance.com tion to the sum remaining payable by the customer. Obtain quotation
website developed in cooperation with “C-ma-santé” also makes it possible to choose a com- Share the application on the major social networks
SQLI. The quality of the relationship plimentary health insurance scheme in full knowle- (Facebook, Twitter) or by e-mail.
forged between our two teams has dge of all the facts and to obtain a quotation quickly.
enabled us to develop this application in
just two months, with speedy deployment The «C-ma-santé application», which has proved popular with the general public since it was
being a key criterion for me in ensuring launched, has also been widely acclaimed by professionals with the 2010 Web Innovation Insurance
the success of this type of work. Award and the first prize at the Trophée e-Commerce 2010 (e-commerce awards), ahead of Nespresso
and Venteprivée.com in the mobile Internet category.
Marie Content
General Manager
of Alptis C-mon-assurance

Maaf
ACCIDENT ASSISTANT
ANOTHER AWARD-WINNING SQLI PRODUCT
SILVER CUBE 2010
IN THE BANKING-INSURANCE CATEGORY
In keeping with its resolutely innovation-focused strategy, SQLI has supported
MAAF, the leading French mutual insurance company, in its mobile strategy.
The “Accident Assistant” application which enables MAAF customers to submit

an advance car accident claim from their iPhone was the jury’s choice at the
2010 Cubes awards.

A rewarded INNOVATION 25

Keen to remain close to its members in difficult Advance accident declaration sent by e-mail to
situations, the MAAF asked SQLI, its partner since his MAAF advisor, for faster processing.
2001, to produce the “Accident Assistant” applica-
tion for the iPhone. The MAAF policyholder can prerecord all data
concerning his identity and vehicle.
This simple and user friendly application enables
owners of the Apple smartphone to benefit from Consequently, all he needs to do is enter the in-
new and exclusive services to help accident victims formation concerning the accident and the loca-
to manage the situation more effectively: lity (via geolocation) and to accompany this with
The security guide, which supports the victim photographs taken with the iPhone, before sending
and witnesses, advising them of what to do in order everything by e-mail to his MAAF advisor.
to ensure safety at the accident scene and for the
persons involved; To mark the launch of the application, a PR 2.0 me-
The emergency directory, with a number of chanism was set up by Sqli agency. “Accident Assis-
useful phone numbers pre-recorded, enabling tant” has since gone on to win the 2010 Silver Cube
the victim to contact the emergency services with in Lille in the Banking-Insurance-Credit category.
a simple click;

Following this successful project, the MAAF has also launched the “Health Assistant”, the only free
application in the marketplace which includes a complete health directory and a refund simulator.
This application makes it possible to easily manage health-related information and to access useful
and practical services.

interactive media
ADVISORY AND DEPLOYMENT SERVICES FOR
INTERACTIVE COMMUNICATION SOLUTIONS
FROM THE SQLI GROUP
The exponential growth of the mobile Internet and the object-based Internet is
seeing the emergence of new usage patterns in terms of information, consumption,
decision-making and profitability tracking. SQLI is extending the traditional digital
experience by deploying its innovative interactive communication solutions aimed
at professionals and the general public.

A REASON TO REMEMBER...
and A REASON TO RETURN
Interactive digital media are considerably impro- parent holographic screens, directional sound
ving our day-to-day lives, in urban environments, at showers, virtual sales staff, audience and visitor
sales outlets, at work and at home or in transport, traffic analysis modules, presence and intention
and in the fields of tourism, the arts, education and detectors are all examples of how this technology
health. Video walls, interactive terminals, touch is offering us a rich, personalised, interactive, effi-
screens and tablets, interactive storefronts or cient and unforgettable digital experience.
fitting rooms, interactive floors and walls, trans-

As any store chain will tell you, a visitor who takes a positive experience away with him is usually
a customer who will come back and buy.

RELATIONship MARKETING
IS REPLACING TRANSACTIONAL MARKETING
The traditional marketing model is now facing chal- clients differently. This no longer only means propo-
lenges and it won’t be long before it simply doesn’t sing sales information for transactional purposes, but
work any longer. To support clients during the pur- instead offering genuinely useful content, which gives Henri Malartic
chasing act, the brands now need to take account of added meaning to what is increasingly a participative Mobility / e-Devices Consultancy Manager
changes in the customer experience and address and relational marketing environment. Sqli agency

CONNECT YOUR STORES,
arm YOUR SALES force AND
ENJOY REAL-TIME CONTENT MANAGEMENT

The SQLI group views interactive communication The brands have also understood the crucial impor-
solutions as being at the very heart of the new stra- tance of connecting their sales staff at their many
tegic challenges facing brands and store chains. sales outlets, by offering them adapted, unified and
Interactive communication solutions should be updated content in real time.
seen as new communication channels to boost 27
the attractiveness of your sales outlets, to trans- Effective control over the deployment of content
form your relationship with clients and to reach makes it possible for example to considerably re-
consumers in a targeted and long-term manner. duce the time required to launch a promotion in a
large distribution network.
Today, “bricks and mortar” stores and their e-com-
merce platforms are more interconnected than ever Finally, SQLI deploys ROI analysis tools making it
in addition to being connected to the outside world possible to instantly measure the effectiveness of
in order to improve customer service and customer the different installed interactive media solutions.
relations before, during and after a sale. These are the new needs of today’s clients.

increase your performance by leveraging
our advisory and technology expertise
SQLI’s expertise in the development of application support them when deploying their interactive
content, combined with its network of certified communication solutions..
technology partners enables it to advise clients
on their “interactive media strategy” and to

Our goal is to explore and create new, useful, usable, desirable, effective and long-term services
for our clients.

The web mobile
& EMBEDDED APPLICATIONS
LET’S TALK TECHNOLOGY
AND MEDIA PERFORMANCE...
As statistics have shown, the leading reason for buying a smartphone is its web
access. Some 45% of mobile terminals sold in 2011 were smartphones. Although
usage patterns over recent years, particularly with the advent of the iPhone and
Apple’s famous marketplace (the App Store) have seen mobile surfers downloa-
ding embedded applications, the fact nevertheless remains that it is possible to
produce web apps (mobile websites) adapted to viewing using the browsers of
mobile phones.

THE BENEFITS OF A MOBILE WEBSITE
VS. AN EMBEDDED APPLICATION
Rather than producing an application for each This enables you to do the design work just once
mobile operating system (iOS, Android, Windows (including the ergonomic, graphical, functional
Phone 7, Bada, Symbian, etc.) you only produce a and technical work) followed by a single round of
single web version of your application, which can technical production work, before you are ready to
be consulted by any mobile terminal. potentially capitalise on your web hosting.

In short, this solution optimises design/production, hosting and maintenance costs.

TECHNICAL PREREQUISITES DESIGNING a MOBILE APPLICATION:
FOR MOBILE WEB DEVELOPMENT iNTERFACE SIZE matters
Although the development work is based on tra- Define the image formats supported by the terminal, Although some technical aspects need to be ad- need to follow these guidelines in order to design
ditional web technology (PHP, .Net, Java, etc.),a The maximum image sizes to be displayed on dressed in order to provide a mobile website adap- intuitive applications offering a rewarding user
number of prerequisites must be met. the screen, ted to the largest possible number of terminals, experience, which is the best way to have your
The possibility to propose client scripts (javas- it is also vital to give thought to the ergono- web app adopted by your target group.
Firstly, the need to identify the terminal from cript / ajax, etc). mic and functional aspects of your mobile site.
which your mobile website is being viewed. etc. Smartphone interfaces do not provide a display Where editorial content is concerned, your mo-
area as large as that available for your “traditional” bile website should be designed according to the
This identification is performed by means of the This information must therefore be available in a websites. interface. A mobile surfer is looking for concise,
famous “user agent”, which enables you to deter- database of terminal characteristics and above all It is therefore vital to carefully define the precise and condensed content. It is vital to
mine key information for the terminal viewing the kept up-to-date due to the arrival of new terminals tree structure for your mobile site, the client redesign your web content in order to adapt
site, including the brand, the model, the operating in the market at a breath-taking pace. clickstream and the buying channels as simply as this to the mobile website.
system, the browser and its version number. possible, by limiting the number of stages involved
Based on this information, you will be able to plan in order to achieve a higher conversion rate. Sometimes, this means adapting your content ma-

According to information supplied by this user the layout of your content... nagement system, to create either dedicated content
agent, you will be able to: Furthermore, certain guidelines and “best prac- for the mobile website or to add data entry fields to
Propose an interface adapted to the terminal’s tices” emerged with the first mobile applications your existing back-office interfaces enabling you to
screen resolution, and have now become established. You therefore enter alternative content for mobile surfers...

29

RICH WEB APPS MOBILE WEBSITES AND MEDIA PERFORMANCE
According to your strategy, you may wish to development frameworks such as JQuery Mobile. When preparing your content for your mobile web- engines in order to be listed among the first few
target only the latest generation of terminals or These development frameworks enable you to site, don’t forget the SEO layer (Search Engine search results.
alternatively to cover a wider spectrum of mobile produce rich interfaces and to reproduce beha- Optimisation).
terminals. viour which was only achievable up until now via When your application feels as ready as it pos-
native development (Objective-C for iOS, Google Unlike embedded applications, mobile websites are sibly can be from both a functional and ergonomic
If you are in the first category, today’s smart- Android SDK for Android, etc.). accessible by the crawlers from search engines viewpoint, add some audience markers on your
phones support JavaScript / Ajax client scripts such as Google or Omniture. “mobile web” pages to check how well your user
and offer the possibility to use JavaScript mobile clickstreams are working and to identify the pages
This means that the content of your mobile website on which most surfers give up and leave the site.
Some of them, like Sencha Touch, are based on HTML5 enabling you to go further, proposing functional needs to be optimised for indexation by the search
modules reserved up until now for native applications.
Just like your website, analysing visitor statistics for your mobile websites is just as important to
optimise your clickstreams and to be able to analyse the behaviour of mobile web surfers.
As a result, you can embed videos, carry out and even interact with the terminal’s camera!
drag-and-drop operations, store user data locally
To take things even further, you can also carry out These studies will enable you to check that your
user studies via “eye-tracking” tests enabling you ergonomic and graphical design is well-suited to
to identify the “hotspots” on your interfaces, (i.e. the goals of your mobile website and that your prio-
those which catch the mobile surfer’s eye first). rity areas are quickly identified by mobile surfers.

TRENDS...
EXPERT OPINION:
THE GENERAL PUBLIC IS CREATING NEW USES
Our findings from our contact with the digital world are quite simple: we are all
connected to different degrees. Quite apart from the mass effect, 2011 confirmed
the growth in collaborative sites, whether these were blogs or social media. Already
omnipresent, it is hoped that in 2012 these will become significant as the possibilities
for interaction increase and replace the fascination for connection methods or the
pushing of information by brands to their fans.
The explosion in information of every form is resulting in an expansion in the
number of ways to access it. This is referred to as the “Splinternet” *, i.e. the many
different ways of consuming web content. The consumption medium is also chan-
ging. The information portals are in decline and the internet is now being visited
in carefully selected chunks, by means of specialised applications. Each user can
build his own portal on the home screen of his smartphone.

SO LO MO
The digital trend for 2012 according to the major concern more than half of all mobile surfers in the
commentators in the mobility field is Social, Local United States by this same date.
and of course Mobile.. The social aspect is gathering pace, particularly with
the growth in photo sharing.
Social, as the volume of “noise” on the web is
now becoming focused on UGC (User Generated Local, the object-based Internet in the domestic,
Content), driven by the social networks. As a result, professional, urban and even public spheres offers
the ubiquity offered by mobile connections will be the possibility for hitherto unseen interaction types.
one of the key growth factors in the digital industry Naturally, the digital object encountered most
of the future. frequently in our day-to-day lives to interpret this
information is the mobile terminal.
After having demonstrated the rapid adoption of mo-
bile connectivity which is currently growing between On the other hand, with the possibility now offered
3 and 10 times faster than access via PCs, Google’s by the embedded geolocation functions on smart-
experts anticipate that in 2012 sales of smartphones phones, local services or traders can really come into
will exceed those of PCs and notebooks combined, their own in the digital environment, which offers
Alexis Cabanas and that the adoption of mobile broadband will a great opportunity for growth or image building.
Mobility & New Interfaces
Consultant Referred to as “LBS” (Location Based Services) these new services are currently booming and are
Sqli agency embedded in most applications produced by the various stores.

Mobile as the arrival of so-called 4G even the outright replacement of the PC in a
connections offering a bandwidth equivalent not so distant future. Furthermore, Google is
to or even in excess of that provided by ADSL already predicting for 2012 that web traffic
and increasingly powerful smartphones both for mobile browsers will exceed that of PC
confirm the importance of the mobile web or browsers.

M-Commerce and m-marketing
Based on the principle of platforms such as the AppStore, more purchases made using mobile phones are made via
making purchases using mobile phones is becoming in- by applications and mobile advertising is perceived in a
creasingly common. The payment system put in place positive manner by 70% of those interviewed.

by Apple has taken some of the mystery away from em- Additionally, it appears that items of a cultural nature ac-
bedded purchasing. Retailers involved in e-commerce count for most of the “micro-payment” purchases (49%),
have high hopes for m-Commerce at the moment. ahead of electrical goods (19%) and fashion products
(11%). In the wake of Web 2.0, comments on an item, a
According to the results from a study carried out by the sales assistant, or a restaurant can now be made on the
InMobi advertising agency, 12 million French people spot, instantly, and shared with your network of friends 31
already use their mobile phones to assist them when and acquaintances.
making a purchase (this can include searching for a
shop, comparing prices, or actually making a purchase The brands will need to go with the flow and adapt to a
via their mobile phone, etc.). trend which is seeing mobile telephony emerging as the
A fact which should be of interest to e-retailers is that mouthpiece for their clients.

Trying to manage discussions about the brand is now a waste of time. Today, the emphasis must be
on dialogue between the brand and the consumer. Whereas communication was mono-directional a
few years ago, it is today multidirectional.

fun and games
Smartphones and tablets are in the process of re- The practical nature of the Smartphone is making it
defining the way we consume traditional media, but competitive in the same way that it is also compe-
what’s more they are now also attacking a booming ting with the desktop PC for web browsing.
market: that of videogames. Easy to purchase, install and maintain on a smart-
Today, this is a real threat for the key players in phone, games have become a significant incentive
this industry, who can no longer count on casual for acquiring a mobile phone. The main traditional
gamers who are gradually moving away from the publishers can now count on this channel for their
consoles in their lounges future growth.

SQLI Mag issue #08 – February 2012
contact
us

SQLI GROUP
268 avenue du Président Wilson
93210 La Plaine Saint Denis
FRANCE
T/ +33 (0)1.55.93.26.00
Corporate Communications
Christine Julien
communication@sqli.com

www.sqli.com

SQLI //MOBILITY SPECIAL EDITION

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