Is your mobile strategy in a silo? Fixing it is as easy as asking Siri.

Transcription

1 Is your mobile strategy in a silo? Fixing it is as easy as asking Siri. Cedric Huesler, Adobe Manuel Niess, UBS Patrick Comboeuf, SBB #mobile Bio Area Credibility booster Meet the speaker, speaker pic accomplishments, clients the speaker deals or products a master of with and or positions held at organisation names etc (ie a mini facebook/ linkedin profile mockup area)?

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3 Key Takeaways 1Don t send customers away - optimise for mobile Dealing with your mobile audience is easier than you think Take control over apps and content

4 Speaker - The Digital Self Cedric Huesler Product Manager Web Experience Management Adobe chuesler@adobe.com 5

5 Speaker - The Digital Self Manuel Niess Director, e-channel Solutions Communications & Branding UBS manuel.niess@ubs.com 6

6 Speaker - The Digital Self Patrick Comboeuf Director, E-Business SBB - Swiss Federal Railways patrick.comboeuf@sbb.ch 7

7 Agenda 1 Mobile First with Adobe CQ 2 Case Study: UBS 3 Case Study: SBB.ch The Grand Central Station in the (mobile) Internet 4 Questions from the audience 8

8 How about a demo to start? 9

9 The State of Mobile Reality Check 80% of top 100 companies in UK (FTSE100) lack mobile optimised sites 10

10 Emerging Best Practices & Technology Mobile First Strategy 11

11 Emerging Best Practices & Technology Mobile First Strategy Responsive Web Design 12

12 Emerging Best Practices & Technology Mobile First Strategy Responsive Web Design Mobile browsers are more powerful 13

13 Emerging Best Practices & Technology Mobile First Strategy Responsive Web Design Mobile browsers are more powerful Develop apps to cross multiple device platforms 14

14 Agenda 1 Mobile First with Adobe CQ 2 Case Study: UBS 3 Case Study: SBB.ch The Grand Central Station in the (mobile) Internet 4 Questions from the audience 15

15 The starting point It was obvious that we need to deliver a mobile-friendly site, but how? Drivers Legacy ubs.com platform was not mobile-enabled High usage growth of mobile devices in user base A strong mobile user experience recognized as strategic and a priority High internal expectations to the new planned mobile-friendly ubs.com platform Challenges No existing mobile site to use as foundation Large public website with 30K+ pages in 12 languages Decentralized content ownership Complex regulations governing content Strong focus on cost and streamlined operating model Project resources tied up in the full platform migration 16

16 Where we were Screenshot from a Japanese mobile phone Screenshot from an iphone 17

17 and where we wanted to be. 18

18 The approach to an enhanced mobile experience... CQ5 templates and device detection provide the basis Mobile devices were assigned to four groups, with each group offering different rendering and/or interaction behavior Templates, navigation concept and search page were optimized for mobile Homepages were adapted and mobile-relevant content promoted Large tablets Mid-size tablets Standard smart phones Small screens (Blackberry) 19

19 and to a maintainable mobile site. Adobe CQ and mobile module were key enablers CQ5 live-copy functionality is used to produce mobile site directly from desktop version, only with limited content adaptations Extensive use of inheritance and referencing is leveraged Mobile module functionality is used to preview pages on various mobile devices prior to activation Approach allows Mobile site to be maintained with minimal effort Activate <Click> 20

20 Example ubs.com homepage on iphone 21 21

21 Example micro site content on iphone 22

22 Agenda 1 Mobile First with Adobe CQ 2 Case Study: UBS 3 Case Study: SBB.ch The Grand Central Station in the (mobile) Internet 4 Questions from the audience 23

23 The Grand Central Station in the (mobile) Internet SBB.ch a top-5 online property in Switzerland in terms of traffic (4 mio unique visitors generate 30 mio pageviews per month) 25 formerly independent sites consolidated into one portal content pages in 4 languages (english/german/french/italian) Automated device detection to deliver content suited to screen size Desktop Feature phones (small) Smartphones touch (large) Inspiration - Information - Transaktion 24

24 Mobility to go movie (60 seconds) 25

25 Transportation & Mobile Internet Services an obvious match But: «Sometimes we study a good idea, until it becomes a bad one» A member of the Executive Committee who wants to remain anonymous Setting the stage: It all starts with. workshop All relevant internal stakeholders in one room at one table Provide plenty of coffee, tea (and danish pastry!) but no champagne (yet!) Allow open debate on options but insist, that decisions are taken at the workshop Don t leave the room without commitments on: Number of mobile versions to be supported Mode of device detection Selection of content and services to be published on feature phones and smart phones Handling of (mobile) advertising (a potentially attractive source of income!)

26 Platforms: breakdown of mobile devices on a sophisticate mobile site courtesy of mobile.local.ch, September 2010

27 Platforms: Dominance of ios and Android 70.00% 60.00% 50.00% 4% 0% 40.00% 30.00% 20.00% 10.00% 0.00% Apple iphone Apple ipod Touch Apple ipad Apple ios Google Android Blackberry Symbian Windows Phone Mobile 96% Source: sbb.ch; ; Request on

28 Mobile web grows over 40% in 10 months % % % % % % Mobile (small + large) Desktop 90.00% 80.00% Source: sbb.ch; ; Request on

29 Traffic by day of week % % % % 90.00% 80.00% Desktop Mobile (small + large) 70.00% 60.00% 50.00% Saturday Sunday Source : sbb.ch; ; Request on

30 Device diversity is huge 70% 60% 50% 40% 30% Over 200 different devices - Top 10 = 88.49% - Top 20 = 95.57% 20% 10% 0% Source : sbb.ch; ; Request on

31 Key Learnings: Apps versus mobile browser: CO-EXISTENCE! Better usability & conversion in m-commerce on apps To cope with device diversity wide support of mobile browsers holds the answer SEO/SEM can significantly drive traffic to a mobile site Which platforms to bank on? ios still dominant in terms of usage, downloads & transactions in Switzerland Android & Windows Phone growing only marginally, Symbian&Blackberry losing ground As a mainstream online player you need to support a wide range of platforms, which holds challenges in customer support & testing Mobile usage is different from desktops, particularly strong at commuter peaks, weekends and evenings Just one more thing: Start soon, learn fast and prepare for regular iterations!

32 Key Takeaways 1Don t send customers away - optimise for mobile Dealing with your mobile audience is easier than you think Take control over apps and content

33 Call To Action Assess how well your site works with mobile devices Analyse your stats: how much mobile traffic do you receive? Update your site where needed in order best serve mobile 34

34 Your Questions 35

35 Cedric Huesler Manuel Niess Patrick Comboeuf For additional info: adobe.com/go/wem Check out the new European edition of CMO.com 36