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Mobile Internet
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Webinar:
Mobile - Death Valley, or a Bridge to Web success?
Mobile - Death Valley, or a bridge to Web success?
Who we are:
A multi channel web development and
solutions company
What we provide:
Software, services and consultancy
for multi channel web
“The web is not all done;
it's just the tip of the iceberg...”
“The future of the web lies in mobile phones”
Quotes: Tim Berners-Lee
Mobile media usage continues to grow
US and Mobile Browsing Tipping Point
What are YOU doing about it??
We’ve got an App!
Short Term Thinking?
Getting Your App Seen
• 350,000 Apple Apps
• 88,000 Android Apps (Google say 150,000)
• Android will have more apps than Apple by mid 1012
• 9.9 billion Apple App downloads and counting
App Landscape Becoming Complex
• Apple App Store
• Android Market
• BlackBerry App World
• Ovi Store – Nokia
• PlayNow arena – Sony Ericsson
• Windows Marketplace
• WAC - operator consortium
• AppUp – Intel
• Frigo – Telefonioca
• Samsung Application Store
Native Apps Browser Based
Single Platform Strategy
Communication
Single Platform Strategy
Communication
Webinar Key Points
• The 10 challenges facing Web developers, Marketers and
Brands
• How to successfully navigate the complex convergence of Web
and Mobile
• How to unlock the true potential of your web developers
• How to harness the power of combining mobile solutions
• How to increase your market share and brand awareness to
new levels
Challenge 1 Mobile Web - Conflicting Perspectives
Advertising M
ed
ia
Reta
il
Social,
Technical &
Commercial
Convergence
Challenge 2
Market Influences
Challenge 3 Conflicting Industry Agendas
Revenue generation Selling data
Selling phones
Increasing creative spend Client lock-in New channel
Agencies Mobile Co’s
Media and Content
Advertising Revenues Sales Channel Subscription
Brands
Consumers
Cheap Fast Easy
iPhone HTC Blackberry
Models Models Models
Challenge 4 Keeping Pace – Handset Models
Blackberry
Curve Bold Torch Pearl
OS version
Javascript Support
CSS support
screen size versions
video support
Challenge 4 Keeping Pace – Handset Models
Challenge 4 Keeping Pace – Handset Models
Challenge 5
Evolving Platform Base
Challenge 6 – Growing browser base - over 60 mobile browsers
Platform Browsers Add-on Browsers
GPS
Face Detection
Accelerometer
Video
Magnetometer
Tilt
Geo-location
Camera
NFC
Touch screen
Motion Sensing
HTML5
Screen Technology
Challenge 7 – Keeping pace with device technology
GPS/Geolocation
• Branch Locator • Maps and active search functions • Location based advertising • Social Applications – my friends – check in • Tracking your customers
NFC
• Customer surveys • Social Campaigns • Customer Loyalty • Mobile transactions • Smart posters
Camera
• Customer interaction – upload pictures • Augmented reality • Barcodes • Share experiences – social campaigns • Linking PC web to mobile web – single
customer view
Challenge 7 – Keeping pace with device technology
Challenge 8 – Realizing it’s not just about the iPhone!
Challenge 8 – Realizing it’s not just about the iPhone!
Challenge 9 Accepting there is no standard
HTML5
• Has tools and features that make some things on mobile easier to develop:
• HTML5 is not yet supported by all mobiles
• It’s not the panacea - misconception
DIY - 1 Style sheets for small screens
DIY - 2 Templates organised into general
categories
DIY - 3 Device by device websites
APPS
Should be used as ‘Apps’ not a substitute for browsing
Adaption Software that screen scrapes PC site
Platforms Use proprietary mark up language,
can be inflexible and expensive
Device Aware Development Environment (e.g. bemokoLive)
Next generation of Web Development tool
Challenge 10 Using a different approach
The new generation of rapid device aware Application Development
Environments are built for the mobilised future of the Web
Challenge 10 Using a different approach
Delivery to the Mobile Web
Bridged – Content and Context
Content Management
Device and user tracking
geolocation, camera, NFC –
advanced technology detection
and development tools
Centrally managed content
for web, email, social and
mobile
iPhone Android Blackberry Windows
Device and channel specific
previews
mobile handset
detection
(> 12,000)
Leading edge
delivery engine
using HTML5
and fully
optimised
dynamic pages
– User
preference
management
3 Golden Rules
For Mobile Success
Put The Customer at the Centre
Javascript / Ajax / CSS3 / jQuery / HTML5
Rich App-like User
experience
Pull-down menu
CSS3 overlays
Sliding animations
Orientation Aware
Demand the right tools
Joining Up Technology
Mobile Web
NFC
Bluetooth
QR Codes
Video Infrared
MMS
Geolocation
Apps
SMS
Vouchers
Advertising
WAP Push
Short Codes
SMS
QR Codes
Bluetooth
NFC
Short Code
Apps/mobile web
Geolocation
MMS
Video
Mobile Vouchers
SMS
Mobile Web
Apps
Vouchers
NFC
Engage Interact Transact
Use the technology Smartly
SMS
QR Codes
Bluetooth
NFC
Short Code
Apps/mobile web
Geolocation
MMS
Video
Mobile Vouchers
SMS
Mobile Web
Apps
Vouchers
NFC
Engage Interact Transact
Press
Radio
TV
In-store
Use the technology Smartly
SMS
QR Codes
Bluetooth
NFC
Short Code
Apps/mobile web
Geolocation
MMS
Video
Mobile Vouchers
SMS
Mobile Web
Apps
Vouchers
NFC
Engage Interact Transact
Press
Radio
TV
In-store
Use the technology Smartly
You Tube
SMS
QR Codes
Bluetooth
NFC
Short Code
Apps/mobile web
Geolocation
MMS
Video
Mobile Vouchers
SMS
Mobile Web
Apps
Vouchers
NFC
Engage Interact Transact
Press
Radio
TV
In-store
EPOS
Loyalty Cards
Use the technology Smartly
You Tube
Broken Journey
Summary
We’ve Explored:
• The new era of the web will not stand still
• Some of the current challenges and how to overcome them
• Having the right technology approach is crucial
• Joining up the technology smartly will deliver the best results
Questions:
+44 7795504850
@PhillipClement
www.bemoko.com www.alterian.com
