Mobile App or Mobile Web? It s A Choice, Not A Battle

Transcription

1 Mobile App or Mobile Web? It s A Choice, Not A Battle

2 Introductions Ted Schadler VP & Principal Analyst Forrester Research Matt Dugan Director Partnership Marketing MetLife Stadium Svetla Yankova Senior Solutions Consultant Telerik Sitefinity CMS Grigori Karanikolov Senior Sales Engineer Telerik Sitefinity CMS Art Sbarounis Partnerships Manager AmericanEagle.com Rob Sanders Sr. Project Manager AmericanEagle.com Aaron Eisberg Marketing Director Aptera Software

3 Agenda Ted Schadler: The Mobile Mind Shift, App, Web, or Hybrid? MetLife Stadium case study Indiana Tech Campus case study Sitefinity Demo

4 Building A Great Mobile Experience: App, Web, or Hybrid? Ted Schadler, Vice President & Principal Analyst Coauthor of The Mobile Mind Shift (May 2014)

5 Agenda What is the mobile mind shift? Mobile app, mobile web, or hybrid? A practical approach to making the choice 2014 Forrester Research, Inc. Reproduction Prohibited 5

6 The mobile mind shift is the expectation that I can get what I want in my immediate context and moments of need. Image source: Associated Press (AP.org), picture taken by Michael Sohn 2014 Forrester Research, Inc. Reproduction Prohibited 6

7 The mobile mind shift will penetrate the beating heart of your business Platforms Processes People Mind Devices Applications Companies 2014 Forrester Research, Inc. Reproduction Prohibited 7

8 The mobile mind shift will penetrate the beating heart of your business 2.3 billion people will have smartphones by M apps today; 10M apps by M public Web sites today, all of which must be mobilized Mind Devices Applications $189B spent reengineering business for mobile by 2018 Companies $25T of GDP affected Platformsby 2020 Processes People (McKinsey) 2014 Forrester Research, Inc. Reproduction Prohibited 8

9 Entrepreneurs & innovators create and fulfill the mobile mind shift 2014 Forrester Research, Inc. Reproduction Prohibited 9

10 They target mobile moments to do so A mobile moment is a point in time and space when someone pulls out a mobile device to get something they want in their immediate context. Image source: Inc. ( Forrester Research, Inc. Reproduction Prohibited 10

11 Identify the mobile moments on your customer s journey 2014 Forrester Research, Inc. Reproduction Prohibited 11

12 What matters in a mobile moment? Who is pulling out what kind of device? What is her motivation? What is her physical and situational context? What can you do to serve her in that moment? 2014 Forrester Research, Inc. Reproduction Prohibited 12

14 You have a choice to make Mobile web is the right solution for reach and budget Mobile apps reign supreme for interactive experiences Hybrid apps are a blend of reach and engagement 2014 Forrester Research, Inc. Reproduction Prohibited 14

15 Mobile web pros and cons 2014 Forrester Research, Inc. Reproduction Prohibited 15

16 Characteristics indicating mobile web If discovery is a challenge If less frequent engagement and lighter weight functionality If you have skills and tools available If you have multinational end users 2014 Forrester Research, Inc. Reproduction Prohibited 16

17 Mobile app pros and cons 2014 Forrester Research, Inc. Reproduction Prohibited 17

18 Characteristics indicating mobile app If working offline If experiences must be native to the platform If using sensor-rich interactions If utilizing app to app integration 2014 Forrester Research, Inc. Reproduction Prohibited 18

19 Hybrid pros and cons Pros Cons Always lives as an icon Carries a persistent security framework Efficient reuse of Web content and code The app must go through app store processes Same discoverability challenge as apps Not as engaging as mobile apps 2014 Forrester Research, Inc. Reproduction Prohibited 19

21 Start with two ends of the spectrum If you are delivering A context-rich experience on a wide variety of devices over quality networks... a highly interactive or transaction experience on targeted devices Mobile Web Mobile App Hybrid 2014 Forrester Research, Inc. Reproduction Prohibited 21

22 Mobile app Hybrid Mobile web 2014 Forrester Research, Inc. Reproduction Prohibited 22

23 Take a team-based, data-driven approach to make the best choice 1. Assemble a decision team from marketing, business, and IT. 2. Conduct competitive and peer reviews to orient the team. 3. Use data to inform your decision: device, context, audience. 4. Make a choice, then adjust and expand as you learn Forrester Research, Inc. Reproduction Prohibited 23

24 Thank you Ted Schadler

25 Customer Case MetLife Stadium & americaneagle.com

26 MetLife Stadium Representative Matt Dugan, Director, Partnership Marketing Americaneagle.com Representatives Rob Sanders, Sr. Project Manager Art Sbarounis, Partnerships

27 Who is MetLife Stadium? Opened in the Spring of 2010, a Premier Sports & Entertainment Venue in the country s largest media market at a cost of $1.6 billion. First building owned and operated by two iconic NFL franchises, the New York Jets & New York Giants Each year, MetLife Stadium hosts 20 NFL games (twice as many as any other NFL stadium), major concerts and entertainment events, college sporting events, international soccer matches, motor sports, and family shows. Since opening, the Stadium has been named the Top Grossing Stadium in the World! Was host of SuperBowl XLVIII on February 2, 2014.

28 MetLifeStadium.com Our Goals Old Site did not have a Content Management System. We wanted to build a new site and have ultimate flexibility on adding events (as our events are released within short timeframes) as well as manage all of the static content for our visitors. Ability to update the site at a moment s notice in case of a promotion, new event, or emergency situation, no matter if on a desktop or mobile device. Build a mobile friendly responsive website that caters to our mobile audience. Most fans or entertainment guests look up information on parking and directions on their way to the stadium. With SuperBowl XLVIII on the horizon, we realized we had many issues to resolve with site performance and hosting. Promote our Sponsors effectively including our main Cornerstone Partners. Bring a better awareness of our Hospitality offerings for private events. Build a stronger social media presence. Ultimately, the website helps the stadium fill seats. We wanted to make sure that the site exuded strong event promotion and effective communication for the event fans.

29 MetLifeStadium.com Our Approach Close collaboration with Americaneagle.com. Our teams met face-to-face on multiple occasions throughout the development process. We understood our vision and wanted to make sure that vision was shared by our web developer. Strategic meetings to put all of our current site issues out on the table. We understood that we needed to cater more to our mobile audience. Hosting Environment: Our old site hosting environment was not ideal for meeting the demands of our audience. With the world s largest sporting event, SuperBowl XLVIII, approaching quickly within months, we also had to take action.

30 MetLifeStadium.com Benefits of Sitefinity We are now able to control all content within our web presence. Sitefinity has made it easy to control the space in which we promote our Sponsorships, Upcoming Events, News, Videos, and Social Media. The CMS allows us to easily enter information and not worry about the information posting in a way that will affect our mobile users. Overall, our new site has been created to be Simple so our fans can find information quickly. The ability to create forms based on inquiries for hospitality, sponsorship and general contacts has been huge to our communication goals. We extended Sitefinity to automatically hook into social, news and video feeds from the Jets & Giants, which keeps fresh content flowing into our homepage media wall. Our media wall is flexible to promote events in a standard or creative way utilizing a grid format.

31 MetLifeStadium.com Advice to Others Have your site goals laid out before you start your project. Work with an established development firm that will work side-by-side and collaborate/share/understand your goals. Ask questions as if you are the audience and put use-case scenarios together to make sure you are meeting your audience goals. i.e. Fans that have left the city and on their way to the stadium but don t know parking details when they arrive. Ask questions on the CMS platform to make sure it is an accessible system that can be easily administered by a non-technical staff.

32 MetLifeStadium.com Our Result

33 MetLifeStadium.com Quick Stats Data Point #1: Aggregate Visits Time Frame: Jan 1 st to Feb. 8 th

34 MetLifeStadium.com Quick Stats Data Point #1: Visits by desktop, tablet and mobile Time Frame: Time segmented by pre conference, post conference and Super Bowl Metlifestadium.com gets a good amount of traffic from mobile, but on Super Bowl Sunday, Smartphone usage went up substantially, from around 30% up to 54%.

35 MetLifeStadium.com Additional Information Americaneagle.com ran the site on two load-balanced, dedicated web servers and a dedicated database server using Sitefinity Load Balancing Americaneagle.com had a war room set up to monitor the MetLife stadium website during the Super Bowl; Sitefinity/Telerik had resources on-call to assist in case of an emergency Americaneagle.com worked closely with Sitefinity to prep for the event. CDN caching functionality was added to improve performance.

36 Indiana Tech Mobile Application Case Study

37 What does your company do? Aptera Software, Inc. looks for user-friendly solutions to business problems, through our six verticals Web Design & Development Mobile Applications Business Intelligence SharePoint.NET Cloud We have a focus on custom solutions, using tools with a strong reputation and then building on those to create solutions that uniquely answer the challenge of our clients business.

38 What is the scenario and your goal? Give Indiana Tech a unique way to present their campus to students, prospects and other visitors. The requested features were: Engaging map Ability to learn more about a specific location Ability for App to run offline Ability to give a non-tech savvy user the ability to update the content in their app without coding or republishing it to the app stores and marketplaces

39 Indiana Tech Mobile App - Demo

40 Thank You! Aaron Eisberg Marketing Director Aptera Software Aptera Blog:

41 How did you choose a technology approach? Something custom vs. Sitefinity Our Discovery process method

42 What has been the benefit of the Telerik solution in meeting your need? Leveraging Sitefinity out-of-the-box technology In the end, through custom list management, we were able to provide Indiana Tech with almost total customizability

43 Any advice to a friend tackling something similar? Think about installed app vs. web app Planning for new operating system versions Creating a native app for multiple operating systems

44 Thank You! Aaron Eisberg Marketing Director Aptera Software Aptera Blog:

45 Demo

46 Thank you! SITEFIN