Are you ready for the mobile Web?

Transcription

1 BUSINESS SOLUTIONS GUIDE: MOBILE INTERNET Are you ready for the mobile Web? A Guide for Media Companies The days of the static, desktop Web page are gone for good. The mobile Web is swiftly becoming the only Web. Web traffic from smartphones has doubled over the last year and global smartphone sales are expected to top one billion by the end of ABI Research estimates that the number of users accessing social networks from mobile devices will exceed 1.7 billion by This guide explains how businesses can cost-effectively and optimally use content across all devices with CoreMedia Responsive Web Framework.

2 The Challenge: Turning Complexity into Opportunity Companies in the Media & Entertainment sector are under more pressure than ever before. The fragmentation of traditional distribution channels has provided audiences with more ways to consume content and led to a dramatic reduction in audience loyalty. Dwindling print circulation and reduced subscription revenues puts more pressure on companies to increase online revenue. Media companies of all kinds are struggling with the same challenge: how to build, expand and monetize a loyal online audience, while keeping costs low and improving time-to-web. Yet achieving online success is not simple. The days of the static, desktop Web page are over. The mobile Web is swiftly becoming the only Web. Web traffic from smartphones has doubled over the last year and global smartphone sales are set to top one billion by the end of ABI Research estimates that the number of users accessing social networks from mobile devices will exceed 1.7 billion by And, of course, the mobile Web is not a one-way experience. Mobile visitors are increasingly interacting with each other and with the companies they do business with in real-time. Consumers are providing enormous amounts of data and they expect that this information will be kept private, while at the same time, used to improve their online experiences not tomorrow or next week, but right now. The new challenges of mobile content delivery include: J JSynchronizing content publishing across multiple mobile channels while retaining fast time-to-web for breaking news and other time-sensitive content J JReaching new audiences across a growing array of social media channels J JMonetizing content and audiences more effectively on any device J JManaging costs by reusing content across all channels J JFocusing on new revenue opportunities and competitive differentiation instead of copying with technical hurdles J JPublishing campaign or topical news sites that are automatically targeted towards a particular visitor s device, interests and context In order to compete, media companies must deliver unique and relevant online experiences that focus on increased audience engagement, content optimization, and dynamic, multitouchpoint delivery. And they need to do this in ways that are fast and cost effective. 2

3 Many Devices = Many Publishing Approaches Addressing these challenges requires a complete rethinking of the Web itself as well as the software technologies required for managing and publishing Web content. In the early days of the mobile Web, organizations wanting to interact with mobile customers had limited options. They could develop multiple, separately managed mobile web pages for every channel, app and device or they could build and maintain native mobile apps for every device platform that they wanted to reach. But, as devices proliferate and audiences continue to fragment, this approach which involves constant content replication and continual development effort is no longer sustainable. Native apps can provide a number of unique advantages including a high degree of interactivity and usability. Apps designed for a specific platform can also take advantage of proprietary device capabilities such as location aware capabilities. But this targeted usability comes at a steep price: maintenance, development and distribution costs along with a strong dependence on app stores with their continual install and update cycle. Native apps are typically designed to accomplish a single task adding additional functionality can be difficult and expensive. Media companies need an easier way to deliver customized experiences on any mobile device without the overhead of creation, distribution and maintenance of multiple native applications or separate Web pages for each channel. To be an efficient online publisher, you must have the ability to dynamically reuse the same content across multiple web sites and online applications while keeping development and deployment costs low. This requires the use of scalable, responsive Web templates and a separation between your content and your layout. What is Responsive Web Design? Responsive web design (RWD) is an approach to Web publishing that aims to provide an optimal viewing experience with a minimum of resizing, panning, and scrolling a cross a wide range of devices (from desktop computer monitors to mobile phones and tablets). Responsive Web properties are based on fluid grids in which all page elements are sized by proportion, rather than pixels. Rich media content, such as images, are also resized based on the display requirements. Three key technical features at the heart of responsive Web design include: JJA flexible grid-based layout that uses relative sizing for online objects J JCSS Media queries that check the capabilities of the target mobile device and apply different stylesheets as needed JJFlexible images and media, through dynamic resizing or CSS The bottom line is this: With responsive design, the website automatically adjusts based on the device the viewer sees it in. 3

4 BENEFITS Native Apps J JOptimized for specific devices JJHigh degree of interactivity JJImproved discovery JJAvailable offline and online Responsive Web J JUniversally accessible J JConsistent experience across devices J JFuture proofed J JEasy to manage and update LIMITATIONS J JDesigned for a single task J JDifficult and expensive to add new functionality J JMust be downloaded from app store and frequently updated J JDifferent versions must be built/maintained for each mobile platform J JDoesn t take full advantage of all native device features J JNot as fully interactive as native apps J JNot available when visitor is offline Introducing the CoreMedia Responsive Web Framework CoreMedia prepares companies for any mobile strategy, offering the broadest range of mobile capabilities, including fully integrated Responsive Web Design support. CoreMedia s Responsive Web Framework is an easy to re-style platform that enables fluid responsive Web design that adapts to the screen width of and browser on any device from smartphones and tablets all the way to desktop PCs. CoreMedia provides pre-built Responsive Web templates with out-of-the-box support for HTML5, CSS3 and Media Queries. Web properties built using this framework will automatically scale from phones to tablets to a full desktop experience without any manual intervention from the content editor. Business users can preview any page, component, or object in a dynamic preview pane with layout variants for different devices and platforms. Finally, CoreMedia 7 s object oriented approach makes it easy to adapt content on the fly for any visitor on any channel, providing contextual and social content support whatever the mobile device being used. 4

5 Key capabilities of the CoreMedia Responsive Web Framework include: JJSupport for the latest Responsive Web technologies JJPrefabricated HTML5-based mobile templates that support CCS3 and Media Queries JJAutomatically scales images for optimal performance on any device JJFull editorial control via CoreMedia Studio user interface JJInstantly Scalable Responsive Previews and External Device Previews JJScalable multi-channel preview window JJChoose device class via slider and preview updates instantly JJPreview content on any Web-enabled external device JJDeep integration with Personalization and Social Tools J JReuse personal profile data and business logic across channels to deliver personalized experiences on any mobile device JJPublish visitor contributed social content on any mobile channel Scalable Responsive Previews within a single pane 5

6 ARD, Germany s leading the world s second largest public broadcaster, has upgraded its ARD.de online portal to support scalable mobile publishing using the CoreMedia WCM platform. The upgraded ARD portal includes support for both HTML5 and responsive Web design. Because our users now access ARD.de content from a range of different devices including tablets and smartphones, it s important for us to facilitate the preparation and publication of content across all platforms.coremedia Studio helps automate this process, leaving our editors free to focus on their core journalistic tasks. Sönke Vaihinger Chief Editor Ard.de Another CoreMedia customer that has successfully implemented mobile experiences based on Responsive Web technology is N24. The Berlin-based online television broadcaster attracts between 16 and 20 million visitors every month to its German news portal and increasingly these visitors are using mobile devices. N24 s editors need to manage a vast amount of inbound content, and adjust their news reports to meet the requirements of any news channels, whether it s on a Web browser or mobile device. Previously, the process for N24 s staff to edit and adapt each story to the specifications of the different channels was very complex. With our new CMS, we can deliver content across all platforms, tailored to suit the medium it s on. What s more, the usability of the system means we can provide news online with a speed that s absolutely unprecedented. CoreMedia is really the best and most flexible CMS in this field today. Torsten Rossman CEO N24 6

7 Benefits Mastering the Mobile Web The benefits of the CoreMedia approach to mobile publishing are significant, allowing media companies to: JJDirectly reuse content across any channel JJOptimize content for any device, anywhere JJReduce time to web JJDeliver unified, engaging experience for all visitors on any device JJCreate mobiles experiences that are customer-driven not company-driven J JMonetize content more effectively by reaching more visitors on more devices at any time About CoreMedia CoreMedia is a leading provider of Web Content Management (WCM) software to organizations demanding engaging, context-driven online experiences for their customers regardless of channel or touchpoint. The company s WCM suite offers unique business value by seamlessly integrating digital and social media assets, increasing editorial productivity and accelerating time to market in complex environments. As a result, businesses can more effectively execute their online strategies to engage users, build customer loyalty and ultimately drive greater revenue and profitability. Established in 1996, CoreMedia is headquartered in Hamburg, Germany, with offices in San Francisco, London, and Singapore. CoreMedia s clients include global brands, such as the Association of American Medical Colleges (AAMC), Australian Broadcasting Corporation (ABC), Bertelsmann, BILD, CLAAS, Continental, EPCOS, Deutsche Telekom, Internet Broadcasting, JD Group, Tchibo, Telefónica Germany and ZDF. 7

8 Germany, Switzerland, Austria CoreMedia AG Ludwig-Erhard-Straße Hamburg Germany The Americas CoreMedia Corporation 118 Second Street, 5th Floor San Francisco CA USA Europe, Middle East and Africa CoreMedia Ltd. 90 Long Acre Covent Garden London WC2E 9RZ United Kingdom Asia Pacific CoreMedia Asia Pacific Pte. Ltd. 25 International Business Park, #0 106 German Centre Singapore Tel Tel Tel Tel For more information, please visit our website: info@coremedia.com Copyright CoreMedia AG. All rights reserved. (0713-BG-EN-RWD001)