Taking Your Website Mobile

Taking Your Websites Mobile
A Practical Guide for Marketers & Business

Featured Presenters

Greg Zapar
Senior Digital Strategist, Digitaria

John Van Spyk
GM, Digitaria Sports, Digitaria

John Field
Moderator, Product Marketing Manager, Sitecore

• Leading provider of enterprise-class .NET web content management, portal
and marketing automation software for mid-to-large organizations
• Presence
• Amsterdam, Boston, Brisbane, Copenhagen, London, Munich, Melbourne, Tokyo, San Francisco ,
Stockholm, Sydney, etc.

• Stability
• Profitable since inception in 1999, same owners, same vision and same technology (.NET)

• Customers
• Over 24,000 web sites in 50 countries

• Recognized
• Gartner Magic Quadrant 2010 – only .Net application in ―Leaders Quadrant‖
• Gartner Magic Quadrant, 2009 – leading visionary quadrant with ―most complete vision ―
• Gartner Cool Vendor 2008 Content Management

• Supported
• Sitecore tech support centers in various regions; more than 700 certified partners worldwide

About Digitaria

Acquired by renowned global agency JWT (a WPP
company), Digitaria has undergone exceptional
growth to become one of the country‘s leading full-
service digital agencies.

As a whole-owned subsidiary of JWT, and part of
the WPP network, Digitaria‘s brings its reputation
as a digital leader and industry innovator to a wide
spectrum of industries and organizations around
the world.

CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED

Digitaria Clients


Mobile Overview
LET’S DISCUSS

The Mobile Opportunity: Why mobile?

Features of Interest: What are users doing?

The Mobile Ecosystem: What does the environment look like?

Client Mobile Strategy: Where do we begin?

A Case Study: How it all fits together


The Mobile Opportunity Did You Know?
According to data from IDC,
smartphone manufacturers
MOBILE IS THE NEW MARKETING CHANNEL shipped 100.9 million units in
Q410, compared to 92.1 million
units of PCs shipped worldwide.
• Accessibility: Anytime, anywhere content —StreetInsider/IDC
distribution & access

• User Targeting: Geo-targeting, by device, social,
interest, etc.

• Relevance: Personal and relevant...it‘s always with
you and always on

• Measurement: Mobile analytics provide excellent
user insight

• Deliverability: Phone numbers change much less
frequently than email addresses

• SoLoMo: Social, Local and Mobile


Features of Interest
MOBILE MEDIA CONSUMPTION

Mobile phones are the #1 most used technology device

87% of US owning a mobile phone; 25% have ditched landlines

2010 US Smartphone Growth
US: 16.8%-->27%
Spain: 27.6%--> 38%

47% (+7.6%) of US mobile subscribers are mobile media consumers;
37% for EU (+7%)

What is driving the growth?:

•Features, media, apps and mobile websites
*Information provided by comScore Networks
•Larger [touch] screens improved the UX for content

•Lower cost chipsets and OS options have offered greater
affordability and accessibility

•Unlimited data plans a key driver in US/EU differences (33% of
US vs. 8% EU)


CONTENT IS KING

Social Networking, Classifieds and Retail

Publications are extending themselves in the
space and iPad/tablet growth has helped

Retail: Japan is one of the most sophisticated
markets and have quickly adopted m-commerce

*Information provided by Vibes Media and comScore


Did You Know?
•72% send/receive texts (664 per month
SMS STILL LEADS vs. 176 phone calls)
•99% of every text message is read
Text CTR and conversion: •90% of text messages read in first 3
•Text message: 14.06%; 8.22% minutes
•Email: 6.64%; 1.73% --Forrester Research
•Internet: 4.43%; .73%

Teens top all mobile users with 3,339 texts per month
•Early Boomers (45-54) are at 272 per month

Texting is currently the #1 way to receive coupons
•200,000 mobile coupons in 2009
•70 million mobile coupons worth 2.4 billion in 2013
•Small business still lags in mobile; citing lack of time for new
technology (44%), expense (30%) and lack of knowledge (30%)

*Information provided by Vibes Media and comScore


LOCATION-BASED MARKETING

• Virtually 0 in 2009, $6 billion in 2015

• Food vendors seeing 65% coupon redemption via geo-
fencing/push ads

• Facebook Places location features allow retailers and other
merchants to offer coupons and special deals through mobile
app

• See a yellow icon indicating that a redeemable deal or coupon is available
nearby.
• Use the application to “check in” at the retail location and show their
phone screen to an employee to claim the deal.
• Individual Deals--Free Rewards--Friend Deals--Loyalty deals--Charity %


The Mobile Ecosystem
It‘s not getting simpler…it‘s getting more complex.

Both Android and Apple had a stellar 2010 and the ecosystem
is important to smartphone buyers….store, features, identity,
price, ease-of-use, etc.

Dozens of manufacturers and many handsets
• 60+ browsers
• Multiple OS and versions
• Multiple handsets, manufacturers and form factors (touch)

Android passed Apple in install base; Verizon important
element for Apple along with iPhone 5/iPad2

Both are gaining ground on RIM and Symbian; Microsoft seeks
growth with Windows Phone7 and Nokia partnership


APPLE HIGHLIGHTS | 225,000+ APPS

iPhone Sales Estimates
• July-Sept: 14.1m
• Oct-Dec: 20m
• 2011 EOY: 100m (PC World)

iPad Sales Estimates
• 2010: XXX-->15 million
• 2011: 43 million
• 2012: 63 million

Corporate orders: Medtronic 4,500; MicroStrategy 1200


ANDROID GROWTH

Traffic from the Android platform has
grown 29% month-over-month since
May 2009
• One in three US smartphones sold are Android devices

• 70,000+ Applications in the Android App Market. Amazon app store is
imminent

• May 2010 the 2.2 Frozen Yogurt (Froyo) SDK was released with Adobe
Flash 10.1 Support

Froyo: Enhanced UI. Flash 10.1 support. USB tethering. Wi-Fi
Hotspot. 5X faster than Eclair. World’s fastest web browser. No
synching required for OTA apps/music. Exchange support. Web-
based Android market. App auto update.

Gingerbread is next (faster, battery life, app mgmt, UI, NFC).
Honeycomb for 3.0 (tablets).

WHAT‘S IN STORE FOR 2011?

M-Commerce
• Mobile payment
• Real-time pricing and research
• Bar-code scanning
• Retail integration (offline->online)
• QR Codes
• Real-time rewards
Mobile Marketing
• Banners
• SMS
• Push notifications


WHAT‘S IN STORE FOR 2011?

Second Screen (TV) and cross-platform
content efforts: Shazam, GetGlue

Tablet Market Continues Rapid Growth

Micro-payments & virtual goods

Lowered costs for handsets & plans <?>

Anywhere access and storage via the
Cloud

Gamification attracts users

Near Field Communication (NFC) for
payment/offers/content


Client Mobile Strategy
THE INITIAL MOBILE DISCUSSION

“App”: Something that works on a phone

“Android” and “Droid”: Not Apple. Interchangeable with products from Motorola and HTC.

“Mobile Site”: Don‘t use flash

Step 1: Mobile is an initiative…not a project.
You must understand the brand and value to begin defining the content strategy, digital strategy and
technical architecture to seamlessly integrate mobile as a digital touchpoint...this is not a standalone effort or
“project”. A project by definition has a fixed beginning and end...mobile is an ongoing effort.


THE DIGITAL ECOSYSTEM

Websites…campaigns...call-
centers…ecommerce…Facebook…kiosks…software/apps…tw
itter…chat…self-service…displays.

These efforts can be isolated initiatives with compartmentalized
agendas and variable support.

Don‘t create [unsustainable] projects without strategic oversight,
thought and planning…it will affect you later.

Map the entire customer journey and assimilate a mobile experience
that meets the needs, goals and desires of actual users.

Tip! Vision>Value>Experience; look at the User Experience
Honeycomb from Semantic
Studios:http://semanticstudios.com/publications/semantics/000029.ph
p)


WHAT INFORMATIONAL NEEDS, GOALS & DESIRES DRIVE USERS?

Location
Who are they?
Mood
What are their behaviors and
Device
beliefs?
When
What are their real needs,
Accessibility
goals and desires?
Distractions
Time allocation

What type of content?
Voice and tone?
Layered content?
How does this address need?
What to keep? What to toss?

While we can’t control all factors or address all audiences, we can seek an optimized balance.


INITIAL DISCUSSION

• Has a mobile strategy been defined or discussed? What is the roadmap?

• Who is the core audience? Do the analytics and reporting validate this? What
insights and user needs can be gleaned from analytics?

• Invest in the user experience, not the corporate experience

• What is typically handled in-house or with 3rd parties? What level of team
integration is envisioned for development?

• What timeline(s) are driving the solution?

• Budget…and with that…who‘s calling the shots?

• Social dictates a dialogue with users...not a monologue. How do you support this?


TIP! MAP THE USER JOURNEY


Client Mobile Strategy Did You Know?
20% of users return to use
the app the first day after
THERE’S AN APP FOR THAT???? they download it, at 30 days
it approaches 0%.
Overview --[Pinch Media]
• Apps are designed for specific platforms and devices (Apple, Android, Blackberry)
and are typically store-centric
• You MUST offer utility and value as defined by users

Pros
• Enhanced user experience for complex interactions, deeper experience, brand
loyalists & premium experience ....extensions of existing digital touchpoints
• Hardware feature access - GPS, camera, “shake”, text/notifications, email.
• Customer loyalty - someone who purchases a premium product/service or is a
brand loyalist may be more inclined to utilize it (ex: Netflix, Pandora, Directv)
• Offline usage potential

Cons
• You MUST provide a good experience and value to users. Great supplement to
existing service platforms. What do the users want? Check the analytics!
• Who’s paying for this app? Users? Ads? Marketing?
• Platform x Platform development if not handset specific development efforts, takes
longer to develop and are typically more expensive
• Discoverability within store environments requires a dedicated campaign...225K+
apps within the iTunes App Store


USERS GENERALLY PREFER MOBILE OPTIMIZED SITES VS. APPS

Games, music and social media were the only categories in which users
would rather use a downloaded app than browse the mobile web.


MOBILE OPTIMIZED WEBSITES

Overview
• Similar to traditional website but optimized for mobile browsing
• Accessing the existing website via mobile browser is NOT a
mobile optimized site
• Think about the 80/20 rule...20% of what you have is probably
sufficient for 80% of your users; less is more if well executed;
registration and onboarding are great examples of this

Pros
• Generally quicker to develop and cheaper
• Accessible on most any device with a mobile browser
• Users that are not heavily involved in your brand are more likely
to go to a website, but might not want to download an app
• CMS integration like Sitecore

Cons
• Limited functionality and geared towards simpler experiences,
ex: registration and onboarding
• Loss of connectivity=no access
• Customer Satisfaction – loyal advocates may demand more
• UX across mobile browsers is difficult to consistently manage
• Discuss simple HTML rendering (older phones) vs. WebKit
(smartphone) needs
• Testing is critical


TIP! ADOBE AIR CAN HELP
Android Froyo 2.2
Air for Android
Singularly leveraged code base to target released Oct. 2010
multiple platforms:
• Android devices with Android 2.2+
• Desktop Air application
• iOS Packaged App* *still will not work in
browser

Benefits
Adobe Air-Mac & PC
• Ability to scale across handsets and Easy install
devices Native on many Intel
• Singular code base=lowered products
development costs
• 360 opportunity to target customers and
keep the brand in front of eyes

iOS Packaged App
iPhone 4.02+


STRUCTURE AND DEFINE YOUR DELIVERABLES

STRATEGY
Research & Analysis
• User Research
• Persona Development
• App vs. Optimized site
• Platform support

CONCEPT AND DEVELOPMENT
• Concept Development
• Storyboard (Executive Sell-in)
• UX and UI (Interaction Designs)
• IA (Content Architecture &Hierarchy)
• Wireframes (Solution Design)
• Development
• Testing
• Deployment
• Iterate


If All Else Fails…

Overview:

• Focus on experience outcomes and users...not specs & tech! Did you know?
• I strongly recommend a discovery period be included within an RFP or project
initiative. 69% agree that if a brand name
• Focus on What, Why…think about How later. mobile app is not useful, helpful,
or easy-to-use, it results in a
• Tip! Your internal dev team, agency or tech partner needs to be willing to
work with you on modifications so you can adapt to mobile user needs. negative perception of the
Define and map the experience, sketch storyboards, wireframes and brand…and 32% will tell
**then** develop the mobile application. others.—Harris Interactive
• Focus on navigation by user need…not corporate structure.
• It‘s not just about making things smaller…make things simple and effective.
• If you are starting mobile and full-site…have you thought about starting with
mobile?
• Start small and iterate…you can‘t afford bad ratings and word-of-mouth.
• What is the compelling reason for using this feature on a mobile device?
• Plan for frequent updates, ongoing support…and take advantage of each
opportunity you are given in front of users.
• Use fixes as an opportunity to re-message value to users with a new feature.
• UI differences can manifest even within a brand…ex: touch Blackberry vs. roller
ball.


If All Else Fails…

Overview:

• Apple upholds rigid app development guidelines and approval process with Did you know?
iTunes/App Store distributing. Consider submission approval times (2-3 weeks)
when planning. You may be able to leverage internal Apple resources to help When test participants used sites
expedite and even promote! designed specifically for mobile
• Will this feature actually work effectively? Differentiate between technical devices, success rate averaged
accomplishments and real-world experience successes. 64%, which is substantially
• Just because you can do something, doesn‗t mean you have to...or that users will higher than the 53% recorded for
see value in it. using "full" sites — that is, the
• Are there existing services or products you can integrate? Ex: Registration, same sites that desktop users
check-ins, social, etc. see.—Jacob Nielsen, UseIt.com
• Pay close attention to rotation requirements for apps/tablets. Is it necessary?
• Aggressive auto-completion or anything else that will save typing.
• Copy is design…and less is more.
• Watch timeline and adequately address risk…100% bug-free is often elusive.
• Engage in effective risk management. Always have a Plan B.
• Test…Test…Test. Early, often and with anyone that will participate.


ANALYTICS PROVIDES INSIGHT


MOBILE SEO

1. Mobile Web User Requirements are Different
Phones are not used like PC‘s

2. Mobile Search Engine Behaviors are Different
Just as mobile web users are different, most mobile-
specific search engines (such as Google Mobile,
Jumptap, Medio, Taptu) are also built in different ways.

3. Mobile Web User Activity is Different
Early industry benchmarks show that mobile users
conduct their searches using a disproportionately high
volume of brand names and more obviously, location or
activity-based phrase categories

Key Points
Understand the mobile-specific search phrases and
categories that your mobile audience is using and
optimize your content around these terms. Tip! Take the lessons you learned in traditional
SEO and begin establishing a stronghold in the
Submit your site to all of the most relevant portals, emerging mobile search market share.
directories and business listings services as these places
are also extremely important sources of mobile traffic.


02 Case Study-ATP World Tour


ATP World Tour
Always Connected

Mobile and App Overview


The Task
The ATP launched a new Digital Platform in 2009
on Sitecore with Digitaria. The goal was to
engage users on almost all devices by
implementing a more efficient Content
Management System that distributed content to all
their current and future channels.


ATP Mobile
HTML and Webkit


m.ATPWorldTour.com
Leveraging a proven model, Digitaria created
a Mobile version of the ATP web site that will
allow almost all mobile users to view the ATP
site, player stats, video and other content in a
mobile optimized environment. This will
display properly on all smartphones and a
good majority of non-smart phones
distributed in the last 3 years.

We ensure the following mandatories are
also met for a delivery a mobile experience:

• The ever-changing technology landscape doesn't result in investments becoming redundant.
• The existing infrastructure can be leveraged to provide mobile solutions.
• Mobilization doesn't affect the performance of existing critical digital properties and integrations.


Adobe Air
Digitaria partnered with Adobe to build an
AIR application for the ATP promoting next
generation Flash technology. ATP World
Tour Live Connection can now easily port to
popular operating systems in smartphones,
tablets and Internet enabled TVs using
Adobe AIR technology.

Through these multiple devices, the ATP
brand can continue to expand across the
world and support the growing fan base and
organization alike.


Preinstalled App On
Intel Notebook
Free Download at the AppUp Store by Intel


Leveraging Sitecore
Smart App Development


Leveraging Sitecore CMS
Within the administrative portal of ATPworldtour.com, the ATP can update key areas of content for the PlayBook
and Notebook independently to connect with the fan base and increase sponsorship opportunities.


Multiple Channel Publishing


Q&A Session Give us your feedback on this webinar!
Visit www.surveymonkey.com/s/MobileWebinar
to take a quick survey.

Additional info can be found at: UPCOMING SITECORE WEBINAR:
www.sitecore.net Why Your Marketing Strategy Needs
HEROes to Reach and Engage Customers
Follow-up & connect:
Free Webinar presented by Josh Bernoff,
Greg Zapar, Sr. Digital Strategist best-selling author of Groundswell and
greg.zapar@digitaria.com Empowered

John VanSpyk, GM Sports North America: March 24, 2:00 PM ET
john.vanspyk@digitaria.com Europe: April 6, 15:00 CET

Register at: www.sitecore.net/HEROes

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