Riding the mobile publishing bandwagon using Adobe RoboHelp...

Riding the mobile publishing bandwagon using Adobe RoboHelp 11 Vikram Verma | Product Manager, Adobe Technical Communications

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Who is talking ?

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• Manage the Adobe Technical Communication line of products

• Responsible for product strategy/roadmap, customer relationship and partner ecosystem

Vikram Verma

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Agenda

Key mobile publishing trends in tech comm

Challenges and Solutions

Mobile Publishing with Adobe RoboHelp 11

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

In Jan 2007, Apple invented iPhone ..

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Image courtesy: http://www.engadget.com/2012/01/09/iphone-turns-five-birthday-apple/

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At present, there are more than a billion smartphones in use ..

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Image courtesy: http://blog.moovweb.com/2013/02/the-post-pc-revolution-is-here-dont-panic/

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In Europe, the Smartphone penetration is more than 50% ..

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Image courtesy: http://www.comscoredatamine.com/2013/03/smartphones-reach-majority-in-all-eu5-countries//

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By 2013, more people will use mobile phone than PCs to go online ..

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Image courtesy: http://blog.moovweb.com/2013/02/the-post-pc-revolution-is-here-dont-panic/

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In Tech Comm, mobile publishing is no longer a new trend ..

15%

37%

55%

2012 2013 Future

Mobile Publishing Adoption As % of respondents

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Organizations across the world are adopting mobile publishing ..

Already doing mobile publishing % of total respondents

NA

APJ

EMEA

31%

38%

41%

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Smaller organizations are leading the mobile publishing adoption ..

62%

37% 28% 24% 29%

7%

24%

21% 18%

26%

Tiny Small Medium Large Enterprise

Mobile Publishing Adoption By organization size

Publishing to mobile Plan to publish to mobile

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Some industries are ahead of others in mobile publishing adoption ..

17%

21%

32%

37%

43%

44%

29%

37%

20%

19%

20%

5%

Healthcare

Manufacturing

Financial Services

Telecommunications

Technology/High Tech

Professional Services

Mobile Publishing Adoption By Industries

Publishing to mobile Plan to publish to mobile

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Use Cases

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Healthcare

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Image courtesy: http://www.maclife.com/article/news/doctors_using_ipads_down_under_diagnosis_awesome

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Aviation

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Image courtesy: http://www.businessinsider.com/united-continental-ipad-2011-8

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Maintenance

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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.

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Challenges

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Legacy output formats are ill-suited for the mobile devices ..

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New output formats should be adopted to deliver quality experience on mobile ..

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Traditional HTML sites don’t scale well on mobile device ..

Try http://esupport.sony.com

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One way to offer a good mobile experience is to create a website with Responsive Design ..

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Image courtesy: http://googlemobileads.blogspot.in/2012/07/mobile-websites-vs-responsive-design.html

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With HTML5 and CSS3, you can create websites with responsive design ..

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Image courtesy: http://www.dotcominfoway.com/blog/responsive-web-design-infographic

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Some examples of Responsive websites ..

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Does Responsive Design solve the mobile problem?

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Attention spans are crashing ..

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You read David Copperfield?!

Gangnam Style

Image courtesy: http://www.killianbranding.com/whitepapers/the-post-literate-era-planning-around-short-attention-spans/

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In fact, smaller the device, lower the attention span ..

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Image courtesy: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html

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Image courtesy: http://blog.moovweb.com/2013/02/the-post-pc-revolution-is-here-dont-panic/

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

However, the total time spent on mobile web browsing is much higher than that of desktop web browsing ..

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Image courtesy: http://b2b-marketing-mentor.softwareadvice.com/mobile-social-data-and-crm-top-analysts-predict-the-future-0113/ Data provided by Flurry, comScore, Alexa and the U.S. Bureau of Labor Statistics

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Need of the hour is creating adaptive content for multiple devices..

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SINGLE SOURCE

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One way to offer mobile optimized adaptive content is to create a separate mobile website ..

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Image courtesy: http://googlemobileads.blogspot.in/2012/07/mobile-websites-vs-responsive-design.html

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Some of the top websites use this approach ..

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Another way to offer mobile optimized adaptive content is to create mobile apps ..

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Image courtesy:http://blog.seo4site.com/mobile-applications/make-your-work-effective-with-mobile-apps.html

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Already there are 750K + apps in iOS and Android store ..

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Image courtesy: http://www.pureoxygenmobile.com/how-many-apps-in-each-app-store/

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What about device fragmentation ..

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Image courtesy: http://opensignal.com/reports/fragmentation.php

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One approach to address fragmentation is RESS ..

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Image courtesy: http://www.netmagazine.com/tutorials/getting-started-ress

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How does RESS work ?

RESS

Device Categories

Layouts and CSS Content

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Some RESS examples ..

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Comparison of 4 approaches ..

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Responsive Mobile Website

App RESS

Mobile users need ok good Best good

Ease of maintenance

best good Ok good

SEO Friendliness best good bad best

Loading time & Performance

ok good best Good

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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

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Let’s look at the adoption of various mobile formats ..

28%

12% 5%

11%

44%

24%

10%

25%

HTML5 ePub Kindle Mobile Apps

Adoption of various mobile publishing formats As % of respondents

2013 Future

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Demo..

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Thank you! .com/adobetcs

@vikverma2013

blogs.adobe.com/techcomm