Lavacon 2014 - The state of mobile publishing

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Slides from the Lavacon 2014 Keynote presentation on the state of mobile publishing in tech comm.

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Lavacon 2014 - The state of mobile publishing

  1. 1. @vikverma2013 #LavaCon The State of Mobile Publishing Vikram Verma Product Manager, Adobe
  2. 2. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Who is talking ? 2 • Manage the Adobe Technical Communication line of products • Responsible for product strategy/roadmap, customer relationship and partner ecosystem Vikram Verma
  3. 3. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Agenda Key trends in mobile publishing (in tech comm) Key approaches to do mobile publishing
  4. 4. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Insights drawn from several surveys over time Tech Comm Content Strategy & Tools Survey Tech Comm Tools and trends survey Feb’12 May’13 Sep’13 1 2 3 Who is today’s technical communicator? Sep’14 4 Tech Comm Survey 2014
  5. 5. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Mobile publishing is no longer a new trend .. 15% 37% 42% 52% 2012 2013 2014 Future Mobile Publishing Adoption As % of respondents 67% CAGR 24% 39% 34% 41% 31% 2014 Future CHM & Webhelp Adoption Webhelp CHM
  6. 6. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Let’s look at the adoption of various mobile formats .. 28% 11% 12% 5% 32% 11% 10% 3% 41% 20% 14% 6% Adoption of various mobile publishing formats As % of respondents 2013 2014 Future
  7. 7. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Organizations across the world are adopting mobile publishing .. Already doing mobile publishing % of total respondents NA APJ EMEA 43% 41% 45%
  8. 8. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Smaller organizations are leading the mobile publishing adoption .. 57% 36% 43% 42% 32% 6% 9% 11% 7% 15% Tiny Small Medium Large Enterprise Mobile Publishing Adoption By organization size Publishing to mobile Plan to publish to mobile
  9. 9. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Some industries are ahead of others in mobile publishing adoption .. 19% 25% 39% 40% 43% 57% 23% 20% 0% 7% 14% 3% Manufacturing Healthcare Financial Services Telecommunications Technology/High Tech Professional Services Mobile Publishing Adoption By Industries Publishing to mobile Plan to publish to mobile
  10. 10. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Authors are proactively adopting mobile publishing on their own .. Key drivers of mobile publishing adoption As % of respondents 73% Increasing Mobile Content Consumption 27% Competitive pressures 27% Management Mandate 52% Proactively trying this trend
  11. 11. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. All kind of content is getting published for mobile .. 27% 27% 31% 35% 35% 35% 42% 42% 50% Policies and Procedures document FAQs Help for a mobile app Help for a web help Help for a hardware product Knowledgebases Training Content Maintenance Procedures Help for a desktop product Which content gets published for Mobile? As % of respondents 1 2 3
  12. 12. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. And it is getting published for internal users as well as external customers .. Mobile Content 77% Internal Users 60% B2B Customers 58% B2C Customers
  13. 13. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The mobile publishing adopters realized many benefits .. 71% 65% 60% 52% Mentioned more user engagement Measured increased content readership Observed higher end-user productivity Reported reduced customer support calls
  14. 14. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. In summary .. Mobile publishing adoption has become mainstream and the momentum will continue in future. The trend is widespread across Geos, Industries, and Organizations Type. Organizations are responding proactively to the increasing mobile content consumption, and are creating mobile content for all kind of users. More user engagement, increased content readership, and higher user productivity are the key benefits realized through mobile publishing.
  15. 15. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15 Let’s talk about some practical use cases !
  16. 16. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Since 2013, major Airlines are providing tablets to pilots ..
  17. 17. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Pilots are very pleased with the iPad .. 17 Image courtesy: http://www.businessinsider.com/united-continental-ipad-2011-8 “A pilot’s flight bag weighs about 45 pounds. With iPad, we get rid of that big 45-pound bag. Being able to take all those books and charts and bring it down to about a pound and a half” “With iPad we’re able to save 16 million sheets of paper a year. Just removing the weight of that paper works out to 326,000 gallons of fuel saved per year.”
  18. 18. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Maintenance workers are also using tablets .. 18 Image courtesy: Page by Heather Kelly - Technician Grimaldo Romero, left, uses his iPad to help maintain machinery at the World's Finest Chocolate plant in Chicago, Illinois, on March 21, 2013.
  19. 19. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Maintenance workers are also using tablets .. iPad app provides "real-time, mobile access to technical manuals, part numbers and parts inventory availability, maintenance history and other information needed to support time- critical maintenance tasks."
  20. 20. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Agenda Key trends in mobile publishing (in tech comm) Key approaches to do mobile publishing
  21. 21. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21 Legacy Output formats are ill suited for mobile devices !
  22. 22. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Legacy output formats don’t scale well on mobile and are hard to read .. 22
  23. 23. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. New output formats should be adopted to deliver quality experience on mobile .. 23 Legacy New
  24. 24. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Let’s see the scaling issue in detail ..  Try http://esupport.sony.com 24
  25. 25. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. One way to offer a good mobile experience is to create a website with Responsive Design .. 25 Image courtesy: http://googlemobileads.blogspot.in/2012/07/mobile-websites-vs-responsive-design.html
  26. 26. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. With HTML5 and CSS3, you can create websites with responsive design 26 Image courtesy: http://www.dotcominfoway.com/blog/responsive-web-design-infographic
  27. 27. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. There are numerous benefits of using Responsive Design .. Image courtesy: http://www.sitestrategics.com/the-growth-of-responsive-design-in-2013/
  28. 28. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28 Is Responsive Design enough to deliver quality mobile content experience?
  29. 29. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Users abandon a site if the loading time is high .. Source: https://blog.kissmetrics.com/loading-time/
  30. 30. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Secondly, attention spans are crashing .. 30 You read David Copperfield?! Gangnam Style Image courtesy: http://www.killianbranding.com/whitepapers/the-post-literate-era-planning-around-short-attention-spans/
  31. 31. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. In fact, smaller the device, lower the attention span .. 31 Image courtesy: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
  32. 32. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. If the content is not optimized, users will leave .. 32 Image courtesy: http://blog.moovweb.com/2013/02/the-post-pc-revolution-is-here-dont-panic/ And you should not ignore this statistic ..
  33. 33. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Since, users are spending more time on mobile for web browsing ..
  34. 34. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Need of the hour is creating adaptive content for multiple devices.. 34 SINGLE SOURCE
  35. 35. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. One way to offer mobile optimized adaptive content is to create a separate mobile website .. 35 Image courtesy: http://googlemobileads.blogspot.in/2012/07/mobile-websites-vs-responsive-design.html
  36. 36. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Some of the top websites use this approach .. 36
  37. 37. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Dedicated mobile websites are much faster to load .. Image Courtesy: http://www.marketingcharts.com/online/average-mobile-page-load-time-for-a-fortune-100-company-is-about-5-seconds- 37293/attachment/thesearchagency-fortune100-average-page-load-speed-on-smartphone-oct2013/
  38. 38. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Another way to offer mobile optimized adaptive content is to create mobile apps .. 38 Image courtesy:http://blog.seo4site.com/mobile-applications/make-your-work-effective-with-mobile-apps.html
  39. 39. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Already there are 1.3M + apps in iOS and Android store .. 39 Image courtesy: http://www.pureoxygenmobile.com/how-many-apps-in-each-app-store/
  40. 40. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. And smartphone users prefer apps to web surfing .. Image Courtesy: http://www.businessinsider.com/mobile-web-vs-app-usage-statistics-2014-4
  41. 41. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 41 Image Courtesy :https://www.tisindia.com/blog/responsive-web-design-vs-dedicated-mobile-website-vs-mobile-app/
  42. 42. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. There is yet another problem of device fragmentation .. 42 Image courtesy: http://opensignal.com/reports/fragmentation.php
  43. 43. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. One approach to address fragmentation is RESS .. 43 Image courtesy: http://www.netmagazine.com/tutorials/getting-started-ress
  44. 44. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How does RESS work ? RESS Device Categories Layouts and CSS Content 44
  45. 45. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. So, which approach to take ? Goal ? Make legacy content mobile friendly? Responsive Design Optimize content and customer experience on mobile? RESS Separate Mobile Site Native App 45
  46. 46. Thank you! .com/adobetcs @vikverma2013 @AdobeTCS blogs.adobe.com/techcomm
  47. 47. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Tech Comm Survey 2014 Take the survey at: www.survey.douwriteright.com

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