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Incorporating Mobile Into Your Digital Experience Strategy Presented by Martin Zary, Mobile Practice Director / Architect
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Agenda ! Interesting developments in mobile usage
! Ways to address the your mobile audience
! Pro’s and con’s of the different approaches
! Case Study
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Mobile Surpasses Desktop ! More Google searches take
place on mobile devices than on computers in 10 countries including the US and Japan.*
* Google Internal Data, presented at AdWords May 2015
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Mobile is Taking the Black out of Friday ! Mobile sales accounted for 28% of 2014 Black Friday sales, up 28% over
2013 1
! Thanksgiving 2014 saw a 43% global increase in the number of customers shopping via mobile over 2013 2
! Browsing on smartphones and tablets accounted for 52% of all online traffic on Thanksgiving day 2014 1
Source 1: IBM Smarter Commerce Source 2: Paypal
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Mobile Use – Not Just Consumers ! 77% of executives use their smartphone to research a product or service for
their business.*
*IDG Global Mobile Survey 2014
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Ways to Serve Mobile
Mobile Web Mobile App
Adaptive Responsive Hybrid Native
“Mobile Web 1.0” Recognize the device screen size and serve it content adapted to fit.
“Mobile Web 2.0” Site responds to what whatever screen size is thrown its way.
Developing app in a “non-‐mobile” language. Use 3rd party tool to compile into a mobile app.
Developing app using the naQve language – e.g. SwiS for iOS, Java for Android, using tools from Apple & Google.
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Mobile Web vs. Mobile App? ! Complementary, not Competitive
! Google Mobile Update " On 4/21/15, Google changed their search algorithm
" Not having a mobile-friendly site may adversely impact placement results
! But is mobile web enough?
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Users Spend More Time on Mobile Apps ! US mobile consumer spends an
average of 2 hrs and 42 min per day on their mobile device.
! Apps commanded 86% of their time
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Advantages of Mobile Apps ! Better handling of touch, gestures and swipes
! Faster and more responsive
! Easy to continue where you left off
! Tighter Integration with device " e.g Geo-location, camera, push notifications
! Integration with other apps " Social Media, Contacts, Maps, Photo gallery
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Ways to Serve Mobile
Mobile Web Mobile App
Adaptive Responsive Hybrid Native
“Mobile Web 1.0” Recognize the device screen size and serve it content adapted to fit.
“Mobile Web 2.0” Site responds to what whatever screen size is thrown its way.
Developing app in a “non-‐mobile” language. Use 3rd party tool to compile into a mobile app.
Developing app using the naQve language – e.g. SwiS for iOS, Java for Android.
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The Hybrid Premise ! Code the app one time, using HTML5/ Javascript/CSS or C#, etc.
! Use tool to compile native app for iOS, Android, Windows Mobile
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Breakdown of a Mobile App Project
SCRUM Ceremonies
Deployment / Other
Android Coding
iOS Coding
Services Coding
Test & QA Android
Test & QA iOS
UX Design & Architecture Requirements / Planning
Total
Effor
t
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Native vs. Hybrid
SCRUM Ceremonies
Deployment / Other
Android Coding
iOS Coding
Services Coding
Test & QA Android
Test & QA iOS
UX Design & Architecture Requirements / Planning
Total
Effor
t SCRUM Ceremonies
Deployment / Other
Hybrid App Coding Services Coding
Test & QA Android
Test & QA iOS
UX Design & Architecture Requirements / Planning
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The Hybrid Reality ! Hybrid tool market is heavily fragmented
" Requires investment in the success of the tool provider
" Fewer support resources available
" Hard to find talented HTML5/Javascript/CSS developer with tool experience
! Lower performance UX
! Always one step behind supporting the latest O/S
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What about Windows Mobile? ! Windows Phone market share has dropped below 3% according to IDC’s Feb
2015 report
! Microsoft’s surprising announcement : Tools for allowing easy port of Android and iOS apps to Windows 10
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Native Mobile App Development Within Reach
! Tools are good and getting better " fueled by powerhouses Apple & Google
! Developer availability on the increase " driven by personal motivation to learn exciting new tech
! 3rd party libraries and OSS availability " CocoaPods, Liferay SDK & Screens are a relevant examples
! Beta Trial tools reduce reliance on formal QA
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Liferay Mobile Tools
Liferay Push
Liferay Mobile SDK
Liferay Screens
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Tools & OSS Reduce the Burden
SCRUM Ceremonies
Deployment / Other
Android Coding
iOS Coding
Services Coding
Test & QA Android
Test & QA iOS
UX Design & Architecture Requirements / Planning
Total
Effor
t
SCRUM Ceremonies
Deployment / Other
iOS Coding Test & QA Android
Test & QA iOS
UX Design & Architecture Requirements / Planning
Android Coding Services Coding
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Case Study
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Telx Access Rights Management
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Telx Access Rights Management ! UX designed for efficient task
completion
! Encrypted local data store allows for smooth operation in spotty network conditions.
! Fast browse and search
! Foundation for future features
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Recap ! Consider enhancing your digital experience offering with a mobile app
! Building native mobile apps is getting easier – no need to compromise
! Start small and build
! Rivet Logic can help
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