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28 technoLoGy_

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obiLe web

after designing and producing the Smartbox application, eClaps also handled its upgrade. the application now gives access to a store and enables to provisionally book an activity with a telephone. Booking an activity directly through the application as well as purchasing packs will soon be possible.

SmaRtboX

The creator and organiser of the “24 Hours of Le mans” car race, the Automobile Club de l’ouest (ACo) chose the Sqli agency in Nantes for the design and production of the lemans.org application, the official iPhone application for the 24 Hours of Le mans and the intercontinen-tal Le mans Cup, the world endurance cham-pionship run by Automobile Club de l’ouest.

Ergonomic and intuitive, it enables enthusiasts of the 24 Hours of Le mans to follow the event as it happens. Completely free of charge, it aims to be the “must have” tool for anyone keen to experience the action before, during and after the race!

its many features provide access to:

the latest news from the endurance, enabling users to share it by email, on Facebook or Twitter All the dates for the international Le mans Cup A live, constantly updated leader board for the competing vehicles Race highlights List of competitors for each race Photos and videos of the various events maps of the race route with their key features Useful information: concerts, times, features, prices, etc. Detailed presentations of the cars and drivers

Compatible with the iPhone, iPod touch and iPad, this application has been a runaway success, being downloaded no fewer than 4700 times since beco-ming available online!

the 24 houRS of le manS live

find the pRopeRty of youR dReamS With SoGepRom

desiGn of the mobiLe appLication for soGeprom, the property deveLopment subsidiary of the societe GeneraLe GroupFinding your future new-build property while on the move is now possible with SoGEPRom.

Available on the iPhone, this new application of-fers the possibility to consult all of the developer’s available properties with just a click.

User-friendly and adapted to personal needs, the application presents three search methods: A simple search based on criteria such as lo-cation, property type, number of rooms, budget and surface area;

a «must» for any fan of the competition

Yamaha chose eClaps for the design and produc-tion of an iPad terminal to be used at motorcycle and boat tradeshows. This fun and easy to use terminal gave visitors several opportunities to win numerous prizes. This campaign designed by the agency enabled the brand to harvest qualified contact details for both clients and prospects and to organise targeted marketing activities.

yamahaTo accompany the Top Chef TV programme, m6 has chosen us for the design and production of the top Chef Cooking Game. The application lets the user try his or her hand at cooking, free of charge, with an initial recipe. 35 other recipes are then available at a price of €1.59.

The game places the user in the same conditions as those encountered in the competition. He or she must pass through each stage one at a time before becoming a genuine Top Chef. Launched for the first time last year, the application is being upgraded this year for the launch of the broadcast.

top chefcookinG Game

This application is a language learning tool sending users e-news provided by partner France 24.

Each article features an instant translator which enables you to see the translation of a word and add it to your own vocabulary list, simply by pressing the word.

A training area offers exercises in English according to your level. The results are available immediately.

Downloaded over 60,000 times in less than a year, this application is a powerful sales and strong traffic generation leverage tool for the mobile site.

Wall StReet inStitute

in November 2011, Allo Resto, the leading home and office catering provider with 2500 restaurants, launched its mobile app. Available on iPhone and Android, it enables users both to order online and to take part in competitions to win points which can be converted into gift vouchers. An impressive loyalty building programme for the brand, offering useful advantages for its clients!

allo ReSto

A search on available developments based on the user’s current position, using geolocation; An extremely convenient search option which sorts the available SoGEPRom properties based on six themes ; Ready in 2011 for those in a hurry, 0% loans, Scellier tax benefits, What’s New, Low Consumption Construction or Sneak Peeks.

Completely free, this application also makes it pos-sible to calculate your borrowing capacity based on personal information including: income, down payments, desired monthly payments, etc…

*

* «Select a number and discover right away if you’re lucky winner!»

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ticketacTicketac is the first application of its kind. This showcase application for the online booking of tic-kets for shows in Paris was designed and produced by eClaps. in just a few minutes, it enables users to book and buy tickets using their smartphones. Hugely successful, it was acquired in 2009 by the Figaro group.

toulouSe:ville pRopRe

technoLoGy to tackLe the chaLLenGe of urban cLeanLinessSQLI has developed an An-droid application unique of its kind in France for the city of Toulouse, issued to its 314 field staff in 2011.

one of the key aspects of the “Toulouse ville propre” plan (Toulouse clean city) is the use of a PDA system (Personal Digital Assistant) issued to some field staff since early 2011 (cleaning agents, city police officers, etc.)By sending a photo and a GPS signal, they can then immediately summon an intervention team for any rubbish spotted on public roads including wild waste disposal, dogs dejections, the occupation of public areas or graffitis, etc.

A first in France.

The local authority began by carrying out a field analysis as close as possible to the staff and the problems in order to come up with the most ap-propriate solution. This study resulted in a project meeting public agents requirements with the choice of the best adapted solution: an Android application unique of its kind in France featuring real-time management of all of the teams’ interventions.

Produced by SqLi, it uses state-of-the-art PDA and satellite technology for the transmission of incident reports.This application’s user interface is intuitive, user-friendly and remarkably effective. The tool is sharp

This is a first in France. A system designed in Toulouse with the company SQLI. Up until now, only the city of Eindhoven in the Netherlands had a similar system.

Philippe MahéGeneral Manager for Services

City of Toulouse

and sophisticated yet very simple to use including the geolocation of incidents and real-time alerts with photos and voice memos, allowing for coordi-nation and optimal efficiency of the teams.

Deployed for the time being in the city center, the system will gradually be extended to the entire ur-ban community. Around 100 devices will be issued to the staff throughout the Greater Toulouse area.

the advent of the mobile buSineSSseLL, communicate, cooperate and manaGe...

aLL whiLe on the move

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mobiLe services for professionaLs must be reLevant, efficient and context-aware

The march to mobile business is inevitable. It implies identifying new uses, anti-cipating and discovering them, defining a clear technical strategy in relation to the company’s Information System and proposing the most intuitive and natural mobile and tactile user interfaces.

mobiLity and its many impLications represent the Greatest revoLution since the advent of the internet!

& neW inteRfaceSmobility

it is important to clearly define the mobile services intended for your teams including sales aids for mobile sales staff, decision-making aids at your sales outlets, applications for field-based technical experts (technical reports, quotations, equipment

Defining your mobile, functional and technical strategy is a prerequisite to identifying the tools best suited to the target groups and your objectives. Proximity to the client is increasing all the time through applications and “web apps” for the ge-neral public, distributed via the main “stores” (per-sonal assistants, games, corporate applications, sporting event broadcasts, etc.).

The success of a company’s mobile strategy can be measured by the extent to which it corresponds to usage requirements, whether those of the corpo-rate world and the use of business applications in mobility situations or those of the general public with classic marketing criteria such as usage le-vels, client knowledge and conversion rates.

chanGinG customer reLations characterised by Greater proximity

our phiLosophy:experiment, test and optimise!

Finally, the spread of digital technology to sales outlets and contact points is consistent with the trend for clients to cross channels information strategy, contextual marketing, and even to intel-ligent storefronts!

Where mobility is concerned, we recommend an iterative and gradual approach making it possible to identify uses and to optimise the proposed mo-bile systems. This is the best way to meet your targets in innovative areas..

Isabelle GauthierMarketing Director

maintenance, etc.) and collaborative information for your staff (intelligence, communication, capi-talisation). A careful observation of practices as in the field is a key factor for success!

The latest generation of mobile terminals are now very much part of the daily life of their owners. With the iPhone 4s, iPad 2, Android and Windows Phone, smartphones have emerged as “must have” items for the general public over the last few months.Users are accustomed to having powerful resources in their daily lives enabling them to quickly access all kinds of content and to benefit from useful applications both in their private and professional lives. For their part, companies are beginning to show a great deal of interest in the terminals. The impacts are significant and now that users are waiting on them, companies are ready.

hiGhLiGhts and best practices

chanGinG technoLoGies and interfaces and a new approach to usaGe

iS makinG itS maRk on buSineSSeS and RevolutioniSinG theiR uSeS

For several years now, mobile services have existed for internal staff enabling them to carry out various tasks on what is known as a PDA. Although the PDA already makes it possible to work in mobility situations and to boost productivity, three main problems hold it back: the performance of the terminal, connectivity and user-friendliness.

The successes of the new generation of mobile terminals are chiefly based on these three points. The first two points are a logical result of changing technology while the third (user-friendliness) gua-ranteed the success of the iPhone when it arrived on the market and placed the emphasis back on a usage-centric approach and ease-of-use.

Taking account of available technology and the

mobility

Mathieu ColletManager of the Mobility / e-Devices DivisionSqli agency

habits built up during day-to-day life, it is ne-cessary to adopt a usage-centric approach and to guarantee user-friendliness in order to avoid “simply” transferring an existing solution onto a smartphone or tablet. The criteria of immediate availability, speed and an ability to get straight to what matters are all vital.in a usage-focused approach, it is therefore ne-cessary to review operational processes and adapt them to mobility situations.

What’s more, users are today expecting simplicity and an enjoyable user experience. So it’s goodbye to forms and the use of a stylus (i.e. PDAs) and hello to the possibilities offered by multitouch, coupled with easy-to-use interfaces.

the “mobile” environment has a number of specific characteristics when it comes to running projects, the impact of which is highly dependent upon the level of maturity of the projects’ stakeholders (including the sponsor) vis-a-vis the mobile market. although the innovative and exciting side of this type of project can be a boon in that it encourages a high level of commitment from all key players, it can also mean that new participants wish to get involved (sometimes at very high levels of authority), which can make the scaling and design phases far more complex when alternative and sometimes contradictory approval circuits appear, resulting in issues which can be difficult to settle via the monitoring Committee.

mobiLe proJects Governance and chanGe manaGement

manaGed services for terminaLsand user assistance

Rather than seeking to prevent these stakeholders from participating in the project, it’s better to get them involved very early on during the initial key stages (launch, approval of the scaling and pre-view delivery). it is also important not to disrupt the work of the project teams (Project Director, Project manager) on both the client and the ser-vice provider’s side with new directions which may result from taking onboard the comments of these stakeholders.Although we cannot state that a mobile project is by its very nature an integration project, we have seen that the integration of all related subsidiary subjects (security, operational development, in-terface, hosting, roadmap, etc.) are decisive in the success of a mobile project.

With all of this in mind, it is important to ensure ahead of the scaling and design phases that in-tegration-related problems (i.e. the capacity to

forward information from a central system to a distributed system) have been identified, adjusted and approved by the teams in charge of these sys-tems. Particular attention must be paid to ensuring effective dialogue between experts concerning the specific characteristics, strengths and weaknesses of the mobile environment.

in contrast to the web, for which the test scenarios are relatively predictable (browsers, networks, plug-ins, etc.), the mobile environment brings with it a large number of variables which are not always easy to anticipate: Hardware parameters (screen, memory, CPU, oS version, etc.) network parameters (non-connected, WiFi not connected to the internet, WiFi, 3G, poor 3G in areas with a high user density, edge, time-lag, unstable connections, etc.) Data subscription parameters (port

filtering, reduced bandwidth, content that is forbidden or billed differently, video, etc.) Resource utilisation parameters concerning the use of the terminal by other applications (me-mory alerts, insufficient local disk space, telephone calls, camera, etc.)

With all of this in mind, in addition to the usual test sequences (unit tests, non-regression testing, partial acceptance, etc.) it is absolutely vital to introduce an additional acceptance phase in a real environment, namely : With real terminals, as with other applications (games, news, etc.) and real data subscriptions iden-

tical to those used by the application’s clients (never underestimate the variations which may exist between one operator and another for example); in network coverage areas identical to those of the target group from whom the application is intended.These specific requirements related to the mo-bile market are always minimised from a planning viewpoint but also from the point of view of the resources required (travel, equipment…).

it is therefore important to carefully monitor your organisation and to take account of these stages at all costs when managing mobile project.

Just like any other iT equipment made available to staff, it is necessary to introduce managed services for mobile terminals by using adapted solutions.To achieve this, mDm (mobile Device management) tools exist to make it possible to remotely manage a number of parameters on these terminals (e-mail configuration, VPN, etc.). mDm is a solution which should always be used, whether for security or control-related aspects etc.

it is also important to remember that smartphones or tablets supplied by the company are working tools but

may also be used by the staff member in his private life (which is usually the case). With this in mind, users will be using these terminals frequently and consequently will be confronted with problems of all kinds, regarding either the business applications made available to them or the terminals themselves (oS updates, use of the e-mail system, etc.).

Consequently, an assistance solution able to respond to all of these problems needs to be introduced to guarantee optimal day-to-day use.

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Roche Diagnostics designs and markets a complete range of innovative products and services making it possible among other things to diagnose/mark diseases through the analysis of biological tissue or liquids.

Keen to get the most from state-of-the-art techno-logy and the new uses it generates, the brand wanted to upgrade its sales system by equipping its sales teams with a high-performance, user-friendly tool

with three objectives in mind:

Presenting its flagship solutions in a original way reflecting its image as a resolutely innovative company; Having a campaign tool (vs. an exhaustive ca-talogue) which should be ultra-responsive while reducing marketing costs ; Highlighting its laboratory equipment pro-grammes throughout the whole country.

In keeping with its resolutely innovation-focused positioning policy, Roche Dia-gnostics – the world leader for “in vitro” diagnostics – was keen to improve its sales system by equipping its sales teams with original and high-performance resources to present its solutions and services. As a result, SQLI was asked to implement its mobile strategy, which can already be seen through the first six iPad applications, which are now centralised in a “Roche Store”.

RANGE oF iPAD APPLiCATioNS AVAiLABLE FRom A “RoCHE SToRE”

Roche diaGnoSticSmobile maRketinG

roche diaGnostics’ soLutions refLect foundinG commitment to innovation

Eudes de VilliersDiagnostics Communications ManagerRoche Diagnostics France

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This huge project has aroused a great deal of interest within our teams and has generated enormous mental creativity and expectation. Already deployed on more than 200 iPads, the applications have been extremely well received by users. This success is all the more significant as the project was subject to very tight lead times (with the cut-off date being our presence at the “Journées Internationales de Biologie” (International Biology Days) last November). We had just four months to launch, develop and deploy this project. What’s more, in addition to achieving our image-rela-ted objectives, these applications have also enabled us to reduce the printing costs for marketing documents, while having campaign tools which are fully responsive. We will therefore continue along this road with the SQLI teams.

Eudes de VilliersDiagnostics Communication Manager

– Roche Diagnostics France

saLes aid appLications...

Over and above its experience with mobile applications which it has ad-mirably demonstrated with numerous references, we chose SQLI for three main reasons: firstly the quality of its technological proposals, the choices made by SQLI to carry out develop-ment under Adobe AIR allowing for the deployment of applications on all kinds of tablet other than the iPad with no need to redevelop them, and of course its methodological approach making it possible to guarantee applications of a quality meeting the brand’s standards, while also meeting deadlines and budgets.

Finally, the SQLI team demonstrated a thorough understanding of our ope-rational needs and challenges.

in order to facilitate and accelerate the deployment of all of the applications designed by Roche Dia-gnostics to the sales teams, in partnership with an American publisher SqLi designed a “Roche Store” allowing firstly for the centralised administration

more than just a sales aid, Roche Diagnostics was keen to provide health professionals with a new professional tool: the BioCardio application.This free application, now available in the AppStore,

...centraLised on the “roche store”

THE “BioCARDio” APPLiCATioN

SqLi drew upon its complementary areas of ex-pertise – design, ergonomics, development – to produce sales aid tools based on Roche’s resources (brochures, videos, 3-D animations, etc.) aimed at enhancing the sales of Roche Diagnostics’ state-of-the-art systems, such as: Cobas b123: a blood gas analysis solution ena-bling professionals to take treatment decisions in record time;

SQLI also produced the Géolab application, making it possible to locate laboratories equipped by Roche on an interactive map and to view the installed systems based on a multi-criteria search (regions, equipment, number of cases per day processed by the laboratory, etc.) or to simulate a new system layout plan...

Cobas 4800: a molecular biology analysis system; LigthCycler: a system allowing for the real-time identification of genes (PCR); Ventana: a complete range of automatic tis-sue diagnosis systems, particularly in the field of cancer treatment, making it possible to assist professionals when taking medical decisions.

of the mobile application stock but also helping the group’s sales staff to download existing and future applications in total simplicity, to rate them and to comment upon them.

enables cardiologists or clinical practitioners to easily interpret the troponin T HS when dealing with a suspected heart condition.

the brand isn’t stopping there, and is currently working closely with SQLI on the creation of new applications…

top & LoGic ventea revoLution in usaGe...The French leader in the local communication sector thanks to its magazines and online media, SPiR Communication wanted to issue its sales representative with a mobility tool to help boost their performance, their productivity, and to sup-port changes in their activities.

As a result Sqli agency, the SqLi group’s digi-tal agency and EoZen, the unit devoted to SAP,

introduced the “Top & Logic Vente” application, for which the first SAP CRm module has enabled in sales forces: To instantly update all customer data; To obtain a consolidated overview of the degree to which targets have been met and to effectively track the activity via a dashboard; To receive a flow of marketing information via a “private Twitter” function.

To launch its mobile strategy in 2010, SPIR Communication equipped its sales teams with an innovative business application running on the iPad – “Top & Logic Vente” equipped with its very first module, SAP CRM. The SQLI group was asked to handle the deployment of their new business applications.The latest to date is “Commande Express” (Express Order) which turns the “Top & Logic Vente” sales tool into a genuine pocket sales assistant!

the spir communication Group equips its saLes force with mobiLe business appLications

Sap cRm & commande eXpReSSSpiR ipad

User-friendly and attractive, the SaP CRm solution on the iPad was immediately very popular with the sales forces. SPIR Communication has brought about a genuine revolution in the usage practices and operational tools of its sales teams.

Extremely professional and easy to use.The online updates are much faster.

Topannonces.fr sales office – Gard (France)

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13commande express: 2nd version of the top & LoGic vente appLication

The Commande express module has been designed and developed on a custom basis according to user’s needs, using an approach based on the operational processes. only the most useful functions are retai-ned. Simplicity is the watchword in order to be able to interact in a fun and friendly manner with clients.

Extremely intuitive, just like the rest of the “Top & Logic Vente” application this module boasts a user-friendly design well adapted to the planned uses and natural handling characteristics of the iPad. Commande Express now makes it possible for SPiR’s sales teams to: Generate quotations on the customer’s premises or elsewhere (with the confirmation process requi-ring no new data entry); Book orders instantly while visiting clients; Directly validate the order form with the pos-

sibility of signing it from the touchscreen tablet..A great example of teamwork, this project was jointly managed by Jean michel Thibault, ERP manager for the SPiR Group and SqLi, with each sharing various roles and responsibilities. The operational services were produced by Lionel Triboulet ‘s team (SAP Project Leader) while the ergonomic aspects and iPad developments were handled by Sqli agency.

The effectiveness of this application has already been amply proven. So far, 400 sales staff belon-ging to the Logic-immo.com and Topannonces.fr ! Networks are now equipped, with no fewer than 4,500 orders booked!

This new system has generated a great deal of enthusiasm not to mention pride among all of the teams involved.

The main purpose of Commande Express is to further extend our range of operational resources available on the iPad and to enable our sales team to be totally independent out in the field, with a genuine mobile office at their disposal. We adopted a resolutely user-centric project approach and a so-called Agile methodology allowing for seamless coo-peration between our internal staff and the Sqli agency – EoZen team. Based around a small but highly pro-fessional team, this operating method enabled us to reach prototype stage in just three months. The resolutely user-friendly approach, based on accessibi-lity, enables users to get to grips with the new system as quickly and naturally as possible. This mobility project and its new uses also gave us an opportunity to review and simplify our various processes including sales, production and support.The benefits include time saved, added professionalism for our sales processes, an undeniable degree of differentiation vis-a-vis our competitors but also the development of an image perfectly in keeping with our group’s commitment to embracing digital technology. In short, it converts innovation into value, in a very visible and effective manner.

Xavier MongesProject Manager / Project Leader for

Operational ResourcesSPIR Communication

A fast and pleasant-to-use system with no problems encountered. Clients are delighted. A useful aid for the assistant, who has two versions

Logic-Immo.com sales office - Rouen (France)

A great time saver.Perfectly meets our needs out in the field.I never go anywhere anymore without my iPad.

Logic-Immo.com sales office- Lille (France)

Guaranteeing effective quality in the group’s fran-chises is achieved by means of regular audits by the brand involving all franchisees, giving it the opportunity to check the quality of their services at every level.

Previously, the assessors carried out the audits by PC, using Excel files which were then sent to FL Finance’s headquarters, where they were chec-ked and entered in a SaaS franchise management software program known as FranConnect.An audit report was then sent to the franchisees who were given a deadline to meet required stan-dards if any anomalies had been discovered during the audit.

The business application, which is not available in the AppStore is connected to a remote database to which all of the data is sent in order to be verified before its semi-automated importation into the FranConnect management system. The franchisee immediately receives a report by e-mail and is therefore able to carry out any

a maJor chaLLenGe: ensurinG the quaLity of the Group’s franchises

the soLution proposed and depLoyed

The FL Finance group has several hundred franchises in France, the United States and Asia. Among others, in France it owns the “Boîte à Pizza” brand and the “Esthetic Center” beauty parlours. One of the challenges facing a company of this size is to ensure effective control over its many franchises.

an ipad appLication interfaced with an intranet-based data processinG system

an ipad baSed auditinG applicationfl finance

There were a number of problems with this system: Slow progressing : the time between the audit and the reception of the audit report by post could be several weeks, which naturally delayed work on bringing the franchises up to standard for an equivalent period. a lack of reliability for the audits : the Excel file could be modified at any time. no computerised certification process for the audits, which could lead to challenges from the franchisees.

All of these factors influenced the FL Finance group its decision to ask the SqLi group to come up with a computerised auditing solution.

the team designed a complete iPad-based auditing system enabling the assessors to have access to a speedy, efficient tool which was always up-to-date, when carrying out their audits.

operational action possibly required in order to ensure that its franchise is up to standard.

From its side, at the FL Finance group the audits are verified from the system’s intranet site before being imported into FranConnect. This verification process takes just a few minutes.

tHe IPaD aPPLICatIOnThe iPad application is extremely simple to use on a day-to-day basis: once authenticated, the assessor is automatically located and the franchise in which he is located is identified by the GPS geolocation system. A timestamp is also added in order to leave a com-puterised trace of the audit start time. The audit can begin immediately with no prior data entry.

The assessor then completes the audit forms as he goes along, dealing with them in the order he wishes with no constraints. At the end of his audit, the assessor has the franchi-see digitally sign his iPad (using a stylus). This operation results in the irrevocable closure of the audit which is immediately transferred to the head office for verification. A complete digital copy is sent to the franchisee by e-mail.

IntRanet-BaSeD PROCeSSInGAll of the audits performed by the iPad clients are available in the intranet-based management system. Using this web interface, they can be checked and modified before being imported into the FranConnect

system which handles the statistical aspects. The in-tranet-based management system also allows for the configuration of the audit forms and makes it possible to control access to the system by the assessors.

Sébastien MantanusMobility / e-Devices Consultancy Manager Sqli agency

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a LonG-term proJect

During the first half of 2012, the schedule of conditions will be drawn up for the re-placement of the 1000 self-service terminals belonging to the SNCF’s travel division. SQLI in addition to the two other finalists from the SNCF Multi-touch 2009 competi-tion were invited to further develop their concept on December 12-16 during the New Generation Terminals LAB.

Sncf teRminalS lab:deSiGninG the Sncf SaleS pointS of tomoRRoWa new chaLLenGe for sqLi aGency and 1984

in 2009, Sqli agency won the “Designing the SnCF Sales Points of tomorrow” competition. The objec-tive was to come up with a new way of selling train tickets through the SNCF stores. The Sqli agency took up this challenge with the “ReVOLUtIOn” prototype by producing a complete redesigned, tactile, inno-vative and natural sales system.Trialled on a test site at the Paris Gare de Lyon rai-lway station by travellers and SNCF sales staff, the “REVoLUTioN” terminal met with universal appro-val. it was named as the main winner of the SNCF

a “marathon” week

By 2015, the SNCF plans to replace its range of interactive terminals, estimated at a total of 1000 terminals. For this purpose, SNCF Voyages organised the Multi-touch competition in 2009 to see what lessons could be learned in terms of innovation, user-friendliness and user needs. It invited the TGV Lab Department to participate in early 2011, due to its operational expertise and its expe-rience with new generation terminals.We decided to invite the three finalists from the competition to enhance and rework their concepts based on 4 scenarios, by adding greater perso-nalisation and new features while also adapting them to the terminals designed by the Fritsh & Durisotti agency.The stakes are high for the SNCF and this is why we are so pleased to be working with three of the best suppliers in the market.

Laurent MauriceHead of the New Generation

Terminals ProjectTGV Lab Department

in just 5 days, Sqli agency and 1984 (the SqLi group’s “ideas” agency) pooled their skills in order to take the “REVoLUTioN” interface concept forward and to produce a demonstration of the complete user process featuring interaction with the

multiTouch competition and also came first in the public vote.Since then, the SNCF has been working with the Fritsh & Durisotti design agency on three new generation terminal concepts. in an increasingly connected world, the SNCF has launched an experiment entit-led the “New Generation Terminals Lab” (Lab Bornes Nouvelle Génération), involving a one-week event during which SqLi and the other finalists from the 2009 competition upgraded their applications in order to adapt to these terminals.

hardware including: 2D Scan code, NFC Smart-phone, thermal printer, and the terminal.The work of the UX experts, ergonomists, desi-gners and flash experts was focused on two key challenges:

The first was to build on the initial prototype by adding new functions and features and designing smarter clickstreams (personalisation, reserva-tions based on previous journeys, car hire, payment by NFC smartphone, rapid exchange, etc.).

The team also worked to improve the user expe-rience by optimising the design and animation aspects, making navigation even more natural.

SqLi presented the SNCF’s TGV Lab division with a demonstration of two clickstreams:

The reservation of a journey + car with identi-fication by NFC 12-25 card followed by payment with an NFC smartphone,

Exchanging the ticket by means of an NFC smartphone scan.

The Swedish multinational Mölnlycke HealthCare is one of the world leaders in the provision of single use and health care products and services in the health industry. The Swedish company employs 6,700 people in 50 countries. In order to maximise the efficiency of its teams, Mölnlycke was keen to equip them with a state-of-the-art system enabling the sales staff to achieve optimal performance. This major project was awarded to EoZen and SQLI.

eoZen’s duaL expertise in crm and mobiLity seLected by möLnLycke

WHICH IS ALWAYS UP-TO-DATE!A MOBILE CRM SYSTEM

Following the successful deployment of the SAP CRm solution in Europe by EoZen almost 4 years ago, the system was recently deployed in the United States. Today, 200 American sales representatives have begun experimenting with it. Feedback from out in the field is extremely positive. mölnlycke was keen to go further in improving the performance

of its sales teams and selected EoZen, the SqLi group’s SAP unit, to help it achieve its objectives.Benefiting from its proven expertise in the CRm field, and working with the group’s mobility ex-perts, EoZen deployed a mobile CRm application for the iPad, with the goal eventually being to equip all sales departments worldwide with this new tool.

a further vote of confidence

off-Line, but stiLL up-to-date!

eoZen and the sqLi Group:twofoLd expertise in sap crm and mobiLity

Our sales are soaring in the United States. We constantly need to antici-pate new market trends and customer expectations. We had a choice between constantly recruiting more people or equipping our sales teams with a CRM solution combining innovation, performance and user-friendliness. We chose the second solution, to improve the productivity and efficiency of our teams. As a result, we are able to continue pursuing our growth objectives while also significantly improving our custo-mer service. We were seeking a partner able to provide us with support at every stage, combining SAP CRM expertise and a thorough knowledge of mobile solu-tions, not to mention extensive skills in ergonomics and design. Companies of this kind are very rare, and we are today delighted to have chosen EoZen and the SQLI group.

Roderick MoorenIT manager at Mölnlycke

The off-line CRm application is the first SAP Sybase Unwired platform from EoZen to be marketed. The system enables account managers and repre-sentatives equipped with an iPad to access reliable customer data at any time.

Consequently, even in hospitals or other public areas where no connectivity is available, these sales representatives can access the CRm system and consult, add or modify data. This data is then reintegrated when a connection becomes available once again.

What’s more, this off-line mode means that the teams are no longer dependent on server connec-tions (the mölnlycke central server is located in Amsterdam in the Netherlands) and the work can

Following the success of an initial project in 2007, mölnlycke naturally turned to EoZen once again. Since then, EoZen has widened its CRm experience and has become a pioneer in the

be carried out using a user-friendly yet innovative interface.The introduction of this mobile CRm solution using iPads will give mölnlycke a clear competitive edge including:

Increased productivity for the teams; Improved product information: all of the

product data is available on the iPad; Improved customer relations: including

improvements in the ordering process, with more reliable customer data available instantly, which means a better knowledge of customers’ requirements;

a reduction in CRm costs: thanks to the effi-cient and relevant use of mobile CRm.

field of mobile CRm.mölnlycke intends to begin trials on the iPad in November in the United States. The system will be fully operational in 2012.

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SqliMag: How would you define m-commerce?Adriano Mucciardi: Mobile commerce or m-commerce, refers to the use of wireless technology, including smartphones and tablets, in order to make purchases. Viewed this way, it would be possible to limit the value of m-commerce to the turnover directly generated by the sales made using mobile devices.

However, it can also be interesting to take a wider view when calculating the value of m-commerce by including not only the purchasing act but also all of the purchasing processes (i.e. the identification of requirements, the search for information, the pur-chasing decision and the purchasing act itself).

Today, mobile devices enable consumers to carry out searches and to familiarize themselves with products and prices, to learn more about products and/or services in order to make a comparison based on criteria which the consumer decides for himself, and finally to select the product and/or service best able to satisfy his needs.

SqliMag: What is the current state of m-Commerce today and what is its outlook for the future? Adriano Mucciardi: A recently published study (June 2011) from the Xerfi agency estimated that 4 million French people have already made a purchase using a mobile device.This figure is equivalent to a quarter of smartphone owners in France.Thanks to the major expansion of mobile technology (including changes in smartphones, the increasing use of tablets and the innovation injected thanks to applications), the market is witnessing unprecedented dynamism.With an annual growth rate estimated at 90%, m-commerce was valued at €500 million in 2010 and could reach €15 billion by 2015. However, according to the Xerfi study “very few distributors appear to fully appreciate the growth potential”.

SqliMag: How can a distributor take full advantage of the benefits offered by m-Com-merce?Adriano Mucciardi: Today, there are two approaches enabling distributors to tap into the benefits and potential of the commercial expansion of m-commerce.

The first solution involves developing a specific application for mobile devices. This is the most costly solution for the distributor, particularly due to the need to develop a separate application for each operating system (iPhone, android, Windows Phone, etc.) although it does make it possible to fully benefit from all the features of the device on which it is installed.

Consequently, the navigation system can use GPS data in addition to the various peri-pherals (video, microphone, camera, etc.) in order to offer the mobile surfer relevant and

an inteRvieW With adRiano mucciaRdim-commeRce

Adriano Mucciardie-Commerce ConsultantSqli agency

attractive content.

The second solution is the development of a website adapted to surfing using mobile devices. The distributor can ensure that his usual website is also adapted to mobile devices. He can then have a single website designed with extremely flexible ergonomic cha-racteristics, which adapts to all screen resolutions. A novel and effective approach is “responsive design” which enables the site to engage in “pixel gymnastics” with maximum effectiveness. Or otherwise, the distributor could develop a separate version of his website specially designed for surfing using mobile devices (for example simplified navigation, adaptation of the site’s functions and/or animated features, etc.).

SqliMag: How should they choose between the application and the mobile website ?Adriano Mucciardi: The two solutions are aimed at very distinct audience groups and usage types. Use an application requires a certain “effort” on the part of the mobile web surfer as the application must be found, downloaded and sometimes even purchased. However, once downloaded, the application makes it possible to propose real benefits to the mobile surfer (for example: the use of geolocation data and the development of communities, etc.). Applications therefore have a role to play as part of a customer loyalty-building strategy.

Conversely, the adaptation of a website to suit mobile devices makes it possible to attract more customers by targeting a wider spread of mobile surfers.The “multi-platform” nature of this single solution enables distributors to benefit fully from the visibility offered by search engines (Google, Bing, Yahoo) regardless of the device (computer, tablet or smartphone, etc.).

To conclude, it isn’t really necessary to choose between an application or an adaptable website, as both solutions are complimentary and each has its role to play as part of an overall e-commerce strategy.

SqliMag: What do you see as the main innovations which look set to characterise m-commerce in 2012?Adriano Mucciardi: Everything leads us to believe that the year 2012 will be the year of contact-free payment. This practice, which should be adopted widely this year, is today possible thanks to the use of NFC technology. This system makes it possible to make small payments (a maximum of €20) by passing a few centimetres away from a specific terminal.

The use of mobile terminals once again confirms the growing trend towards a blurring of the boundary between classic sales and online sales. The digital user experience is extending into traditional stores thanks to the innovative use of technologies which are already available to us.

Indeed, the real innovations in the field of m-commerce are not necessarily related to technological breakthroughs but rather to new uses and new approaches to the user experience (UX).

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With the goal of improving its digital strategy, the Casino group’s iT subsidiary has opted for SqLi’s capacity to provide global support and the innovative nature of its proposals, for the creation of its mobile application.

This new application designed and produced by Casino information Technology in partnership with Sqli agency is the result of the major multichannel programme initiated by the Casino group, to offer its customers innovative, high added value services via all electronic media.

Unique in its particular area of activity, the multi-services focused positioning of the mCasino appli-cation is suitable for a wide variety of uses covering

all of the requirements identified among its clients:

Shopping using your mobile phone : managing your daily shopping list, the virtualisation of the loyalty card and promotional vouchers, payment by mobile phone, choice between home delivery or collection from the store;

Benefiting from bargains and promotions: onsultation of promotions, consultation of your S’miles account and conversion of the S’miles into gifts, calling the Casino customer service department, consultation of receipts and the of the “La prochaine fois c’est chez moi” (The next time i’ll do it from home) TV clips;

Useful information: finding a store using geo-location, consulting opening times and services and viewing direction on a map.

the casino Group strenGthens its diGitaL strateGy

the casino Group is continuinG its muLtichanneL strateGy to offer innovative services to its cLients

innovative SeRviceS

Following the creation of the www.geantcasino.fr, corporate website and the www.mescoursescasino.fr e-commerce site plus an interactive MultiTouch terminal, C.I.T., the casino group’s IT subsidiary, once again placed its faith in SQLI for the launch of the mCasino mobile application.

m-caSino

With this initiative, Casino is innovating and proposing ever more ground-breaking services in the French food distribution sector including consumers’ views of 7000 products, the addition of items to their mescoursescasino.fr basket via mobile phone and consultation of the order status. Clients can choose from two display layouts designed by Sqli agency on their iPhone (a rotating dial or a mosaic) and configure their telephone by setting their preferences.

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more items in-store!

Lafuma asked Sqli agency Lyon to handle the design and production of a product catalogue. Accessible via the iPad in sales outlets, it removes any possible obstacles related to in-store stock availability.

lafumaiS diGitiSinG itS SaleS outletScreation of an ipad-based product cataLoGue

improved customer reLations

The agency designed and produced an e-catalogue appli-cation for the iPad which is extremely user-friendly, fea-turing a sober design and a flowing, intuitive clickstream. A search engine based on the budget and product family ensure that selecting a product is fast and efficient. Par-ticular attention was paid to the technical development aspects of this catalogue. The tree structure of the e-commerce catalogue, running under dotsoft, was obtained by means of an .xml export and reworked by the technical teams at Sqli agency. The iPad catalogue promotes the entire collection.

The visitor can consult all items in the store. if he or she wishes to purchase one of the items, they simply need to ask a sales staff to place an order. This catalogue has enabled Lafuma to more closely meet the needs of its clients, to boost the relationship between its sales as-sistants and customers and is also a driver for additional sales. Already available in Lafuma’s Paris store in Avenue des Ternes (17th district), the application will be deployed in the Nice, Lyon, Chamonix and Annecy stores during the weeks to come.

For two years now, we have been deploying a determined cross-channel strategy, particularly between the web and our own-branded stores. We are naturally very receptive to mo-bile resources. We asked the Sqli agency in Lyon to handle the design/production of this iPad application which we view as forming the bedrock for a longer-term web-in-shop strategy. This cata-logue is both a sales aid for the sales assistants which lists all of the product characteristics, but also a valuable digital tool which allows the client to browse on his or her own thanks to its simple and intuitive navigation. Recently deployed in our Parisian store, we presented the application to our sales team. The large amount of feed-back we have received is positive. We will now be observing how it is used on a daily basis and its contribution in real-life situations for the sales staff and for our clients. We are already conside-ring upgrading this to provide greater interactivity and real-time information (brand news and promotions, etc.). Although the feature set is somewhat limited for the moment, this project is a marvellous challenge and an opportu-nity for Lafuma. The teams from Sqli agency listened to and understood our needs and proposed a well-adapted solution, a rapidly implemented project and an excellent working relationship with our teams.

Pierre Yves BomeyRetail Manager

& Sylvain Caubele-Commerce Manager for Lafuma

The Lafuma brand has own-label stores in addition to an e-commerce website. For storage reasons, the shops are unable to propose all of the Lafuma items available on the online sale site.in order to be better able to satisfy the brand’s clients

and to forge a real link with the various sales channels, the teams at Sqli agency Lyon suggested that Lafuma make available a digital catalogue in their sales outlets. Lafuma was impressed by the agency’s proposal and can now offer its clients access to its entire range in store.

To overcome the numerous shortcomings of voice-servers expressed by consumers (excessive waiting time, which they discover only after having made a selection, difficulties in obtaining the right person to speak to, unclear menu structures, etc.), Grou-pama decided to get SqLi involved in the design and production of a resolutely innovative application.

Featuring part of the brand’s slogan “Groupama toujours là pour moi” (Groupama’s always there for me), which makes claims-related situations appear rather less daunting and facilitates contact between the policyholder and his company, this simple, responsive and free tool seeks to “revolu-tionise contact between the insurer and its clients”.From his iPhone screen, the user can quickly access all insurance-related services:

+ Requests for quotations+ Claims declarations+ Requests for insurance certificates+ Banking+ assistance+ Glass breakage incidents+ making appointments with his personal adviser, etc.

The customer can select the right service visually, with the application displaying the waiting time to be put in touch with an advisor and proposing a free call-back when one of them is available.

Calculated and displayed instantly, these stated call-back times are honoured by the contact centre.

a simpLe, responsive and free tooL

Groupama has adapted to the new consumption patterns of its clients and prospects with the launch of “Groupama toujours là”, a mobile application available on a trial basis in the 12 départements of the Rhône-Alpes and Auvergne regions, which is revolutionising the insurer’s customer relations. The first Interactive Visual Call-back Response Server is born!

the “Groupama touJours La”iphone appLication:a LeadinG exampLe!

in mobility SituationScuStomeR RelationS

SQLI was chosen to handle the assignment thanks to its proven expertise in mobility, its proximity, its quality commitments and its respect for deadlines, along with avencall for the openness of its XiVO telephony solution and its interoperability with the Genesys environment.

sqLi aGency scoops the 2011 marketinG strateGies Grand prix award for mobiLe customer reLations with its “Groupama tou-Jours Là” appLication

A successful innovation produced within the deadlines, and one which is now widely acclaimed by the pro-fession. For Groupama, this initiative further enhances the company’s dynamic and innovative image. It is an outstanding advantage for us in a highly competitive market.

Philippe VayssacManager of the Groupama

Contact Centre

All of the SQLI group’s key strengths were used here to support Groupama in ensuring the success of this project. From the user-friendly and graphical design of the iPhone application by the agency team to its development by the engineering team with a backend enabling the iPhone to communi-cate with the various Groupama call centres including that of Groupama Rhône-Alpes Auvergne based on Asterisk solutions and the Genesys contact centre.

Thierry CarcelesSQLI Project Manager

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This application was produced as an extension to our c-mon-assurance.com website developed in cooperation with SQLI. The quality of the relationship forged between our two teams has enabled us to develop this application in just two months, with speedy deployment being a key criterion for me in ensuring the success of this type of work.

Marie ContentGeneral Manager

of Alptis C-mon-assurance

a wideLy accLaimed appLication!

The “c-ma-santé” application for the iPhone and iPod touch includes in particular the possibility to calcu-late the total refunds due from the Social Security system for your health expenses.

Thanks to this simple and easy-to-use application, there are no more unpleasant surprises in store. Be-fore going to the optician, the doctor or the dentist, this application instantly displays the sum which will be refunded by the Social Security system in addi-tion to the sum remaining payable by the customer. “C-ma-santé” also makes it possible to choose a com-plimentary health insurance scheme in full knowle-dge of all the facts and to obtain a quotation quickly.

This second version of the application offers new, exclusive services to facilitate the day-to-day lives of users:

Find the nearest out of hours chemist thanks to a geolocation service

estimate refunds from the Social Security system accurately

access a geo-located directory of health-related numbers

Discover the latest health news Obtain quotation Share the application on the major social networks

(Facebook, Twitter) or by e-mail.

Alptis is looking to mobility to make life easier for insurance customers and has drawn upon SQLI’s proven skills in innovative technology and uses. For the se-cond version of its C-ma-santé, mobile application, Alptis is fully exploiting all of the benefits offered by this new channel including ease of access, geolocation, the sending and reception of e-mails and interaction with telephony functions.

1st priZe in the 2010 e-commerce awards:the web innovation insurance award

alptiS SimplifieS inSuRance With itS iphone / ipod touch application

c-ma-Santé

the «C-ma-santé application», which has proved popular with the general public since it was launched, has also been widely acclaimed by professionals with the 2010 Web Innovation Insurance award and the first prize at the trophée e-Commerce 2010 (e-commerce awards), ahead of nespresso and Venteprivée.com in the mobile Internet category.

a rewarded innovation

In keeping with its resolutely innovation-focused strategy, SQLI has supported MAAF, the leading French mutual insurance company, in its mobile strategy.The “Accident Assistant” application which enables MAAF customers to submit an advance car accident claim from their iPhone was the jury’s choice at the 2010 Cubes awards.

maafaccident aSSiStantanotheR aWaRd-WinninG SQli pRoductsiLver cube 2010in the bankinG-insurance cateGory

Keen to remain close to its members in difficult situations, the mAAF asked SqLi, its partner since 2001, to produce the “Accident Assistant” applica-tion for the iPhone.

This simple and user friendly application enables owners of the Apple smartphone to benefit from new and exclusive services to help accident victims to manage the situation more effectively:

The security guide, which supports the victim and witnesses, advising them of what to do in order to ensure safety at the accident scene and for the persons involved;

The emergency directory, with a number of useful phone numbers pre-recorded, enabling the victim to contact the emergency services with a simple click;

Advance accident declaration sent by e-mail to his mAAF advisor, for faster processing.

The mAAF policyholder can prerecord all data concerning his identity and vehicle.

Consequently, all he needs to do is enter the in-formation concerning the accident and the loca-lity (via geolocation) and to accompany this with photographs taken with the iPhone, before sending everything by e-mail to his mAAF advisor.

To mark the launch of the application, a PR 2.0 me-chanism was set up by Sqli agency. “Accident Assis-tant” has since gone on to win the 2010 Silver Cube in Lille in the Banking-insurance-Credit category.

Following this successful project, the maaF has also launched the “Health assistant”, the only free application in the marketplace which includes a complete health directory and a refund simulator. this application makes it possible to easily manage health-related information and to access useful and practical services.

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as any store chain will tell you, a visitor who takes a positive experience away with him is usually a customer who will come back and buy.

interactive digital media are considerably impro-ving our day-to-day lives, in urban environments, at sales outlets, at work and at home or in transport, and in the fields of tourism, the arts, education and health. Video walls, interactive terminals, touch screens and tablets, interactive storefronts or fitting rooms, interactive floors and walls, trans-

parent holographic screens, directional sound showers, virtual sales staff, audience and visitor traffic analysis modules, presence and intention detectors are all examples of how this technology is offering us a rich, personalised, interactive, effi-cient and unforgettable digital experience.

a reason to remember...and a reason to return

advisory and depLoyment services for interactive communication soLutions from the sqLi Group

inteRactive media

The exponential growth of the mobile Internet and the object-based Internet is seeing the emergence of new usage patterns in terms of information, consumption, decision-making and profitability tracking. SQLI is extending the traditional digital experience by deploying its innovative interactive communication solutions aimed at professionals and the general public.

SqLi’s expertise in the development of application content, combined with its network of certified technology partners enables it to advise clients on their “interactive media strategy” and to

support them when deploying their interactive communication solutions..

Our goal is to explore and create new, useful, usable, desirable, effective and long-term services for our clients.

The traditional marketing model is now facing chal-lenges and it won’t be long before it simply doesn’t work any longer. To support clients during the pur-chasing act, the brands now need to take account of changes in the customer experience and address

clients differently. This no longer only means propo-sing sales information for transactional purposes, but instead offering genuinely useful content, which gives added meaning to what is increasingly a participative and relational marketing environment.

connect your stores, arm your saLes force and enJoy reaL-time content manaGement

increase your performance by LeveraGinG our advisory and technoLoGy expertise

reLationship marketinG is repLacinG transactionaL marketinG

The SqLi group views interactive communication solutions as being at the very heart of the new stra-tegic challenges facing brands and store chains. interactive communication solutions should be seen as new communication channels to boost the attractiveness of your sales outlets, to trans-form your relationship with clients and to reach consumers in a targeted and long-term manner.

Today, “bricks and mortar” stores and their e-com-merce platforms are more interconnected than ever in addition to being connected to the outside world in order to improve customer service and customer relations before, during and after a sale.

The brands have also understood the crucial impor-tance of connecting their sales staff at their many sales outlets, by offering them adapted, unified and updated content in real time.

Effective control over the deployment of content makes it possible for example to considerably re-duce the time required to launch a promotion in a large distribution network.

Finally, SqLi deploys Roi analysis tools making it possible to instantly measure the effectiveness of the different installed interactive media solutions. These are the new needs of today’s clients.

Henri MalarticMobility / e-Devices Consultancy ManagerSqli agency

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the benefits of a mobiLe website vs. an embedded appLication

Rather than producing an application for each mobile operating system (ioS, Android, Windows Phone 7, Bada, Symbian, etc.) you only produce a single web version of your application, which can be consulted by any mobile terminal.

As statistics have shown, the leading reason for buying a smartphone is its web access. Some 45% of mobile terminals sold in 2011 were smartphones. Although usage patterns over recent years, particularly with the advent of the iPhone and Apple’s famous marketplace (the App Store) have seen mobile surfers downloa-ding embedded applications, the fact nevertheless remains that it is possible to produce web apps (mobile websites) adapted to viewing using the browsers of mobile phones.

Let’s taLk technoLoGy and media performance...

& embedded applicationSthe Web mobile

This enables you to do the design work just once (including the ergonomic, graphical, functional and technical work) followed by a single round of technical production work, before you are ready to potentially capitalise on your web hosting.

In short, this solution optimises design/production, hosting and maintenance costs.

rich web apps mobiLe websites and media performance

desiGninG a mobiLe appLication: interface siZe matters

technicaL prerequisites for mobiLe web deveLopment

According to your strategy, you may wish to target only the latest generation of terminals or alternatively to cover a wider spectrum of mobile terminals.

if you are in the first category, today’s smart-phones support JavaScript / Ajax client scripts and offer the possibility to use JavaScript mobile

When preparing your content for your mobile web-site, don’t forget the SeO layer (Search Engine optimisation).

Unlike embedded applications, mobile websites are accessible by the crawlers from search engines such as Google or omniture.

This means that the content of your mobile website needs to be optimised for indexation by the search

Although the development work is based on tra-ditional web technology (PHP, .Net, Java, etc.),a number of prerequisites must be met.

Firstly, the need to identify the terminal from which your mobile website is being viewed.

This identification is performed by means of the famous “user agent”, which enables you to deter-mine key information for the terminal viewing the site, including the brand, the model, the operating system, the browser and its version number.

According to information supplied by this user agent, you will be able to:

Propose an interface adapted to the terminal’s screen resolution,

Define the image formats supported by the terminal, The maximum image sizes to be displayed on

the screen, The possibility to propose client scripts (javas-

cript / ajax, etc). etc.

This information must therefore be available in a database of terminal characteristics and above all kept up-to-date due to the arrival of new terminals in the market at a breath-taking pace.

Based on this information, you will be able to plan the layout of your content...

development frameworks such as Jquery mobile.These development frameworks enable you to produce rich interfaces and to reproduce beha-viour which was only achievable up until now via native development (objective-C for ioS, Google Android SDK for Android, etc.).

Some of them, like Sencha touch, are based on HtmL5 enabling you to go further, proposing functional modules reserved up until now for native applications.

As a result, you can embed videos, carry out drag-and-drop operations, store user data locally

and even interact with the terminal’s camera!

Although some technical aspects need to be ad-dressed in order to provide a mobile website adap-ted to the largest possible number of terminals, it is also vital to give thought to the ergono-mic and functional aspects of your mobile site.Smartphone interfaces do not provide a display area as large as that available for your “traditional” websites.it is therefore vital to carefully define the tree structure for your mobile site, the client clickstream and the buying channels as simply as possible, by limiting the number of stages involved in order to achieve a higher conversion rate.

Furthermore, certain guidelines and “best prac-tices” emerged with the first mobile applications and have now become established. You therefore

need to follow these guidelines in order to design intuitive applications offering a rewarding user experience, which is the best way to have your web app adopted by your target group.

Where editorial content is concerned, your mo-bile website should be designed according to the interface. A mobile surfer is looking for concise, precise and condensed content. It is vital to redesign your web content in order to adapt this to the mobile website.

Sometimes, this means adapting your content ma-nagement system, to create either dedicated content for the mobile website or to add data entry fields to your existing back-office interfaces enabling you to enter alternative content for mobile surfers...

engines in order to be listed among the first few search results.

When your application feels as ready as it pos-sibly can be from both a functional and ergonomic viewpoint, add some audience markers on your “mobile web” pages to check how well your user clickstreams are working and to identify the pages on which most surfers give up and leave the site.

Just like your website, analysing visitor statistics for your mobile websites is just as important to optimise your clickstreams and to be able to analyse the behaviour of mobile web surfers.

To take things even further, you can also carry out user studies via “eye-tracking” tests enabling you to identify the “hotspots” on your interfaces, (i.e. those which catch the mobile surfer’s eye first).

These studies will enable you to check that your ergonomic and graphical design is well-suited to the goals of your mobile website and that your prio-rity areas are quickly identified by mobile surfers.

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Our findings from our contact with the digital world are quite simple: we are all connected to different degrees. Quite apart from the mass effect, 2011 confirmed the growth in collaborative sites, whether these were blogs or social media. Already omnipresent, it is hoped that in 2012 these will become significant as the possibilities for interaction increase and replace the fascination for connection methods or the pushing of information by brands to their fans.

The explosion in information of every form is resulting in an expansion in the number of ways to access it. This is referred to as the “Splinternet” *, i.e. the many different ways of consuming web content. The consumption medium is also chan-ging. The information portals are in decline and the internet is now being visited in carefully selected chunks, by means of specialised applications. Each user can build his own portal on the home screen of his smartphone.

the GeneraL pubLic is creatinG new usesEXPERT OPINION:TRENDS...

The digital trend for 2012 according to the major commentators in the mobility field is Social, Local and of course mobile..

Social, as the volume of “noise” on the web is now becoming focused on UGC (User Generated Content), driven by the social networks. As a result, the ubiquity offered by mobile connections will be one of the key growth factors in the digital industry of the future.

After having demonstrated the rapid adoption of mo-bile connectivity which is currently growing between 3 and 10 times faster than access via PCs, Google’s experts anticipate that in 2012 sales of smartphones will exceed those of PCs and notebooks combined, and that the adoption of mobile broadband will

concern more than half of all mobile surfers in the United States by this same date.The social aspect is gathering pace, particularly with the growth in photo sharing.

Local, the object-based internet in the domestic, professional, urban and even public spheres offers the possibility for hitherto unseen interaction types. Naturally, the digital object encountered most frequently in our day-to-day lives to interpret this information is the mobile terminal.

on the other hand, with the possibility now offered by the embedded geolocation functions on smart-phones, local services or traders can really come into their own in the digital environment, which offers a great opportunity for growth or image building.

so Lo mo

Referred to as “LBS” (Location Based Services) these new services are currently booming and are embedded in most applications produced by the various stores.

Alexis CabanasMobility & New Interfaces ConsultantSqli agency

mobile as the arrival of so-called 4G connections offering a bandwidth equivalent to or even in excess of that provided by ADSL and increasingly powerful smartphones both confirm the importance of the mobile web or

Smartphones and tablets are in the process of re-defining the way we consume traditional media, but what’s more they are now also attacking a booming market: that of videogames.Today, this is a real threat for the key players in this industry, who can no longer count on casual gamers who are gradually moving away from the consoles in their lounges

even the outright replacement of the PC in a not so distant future. Furthermore, Google is already predicting for 2012 that web traffic for mobile browsers will exceed that of PC browsers.

Based on the principle of platforms such as the AppStore, making purchases using mobile phones is becoming in-creasingly common. The payment system put in place by Apple has taken some of the mystery away from em-bedded purchasing. Retailers involved in e-commerce have high hopes for m-Commerce at the moment.

According to the results from a study carried out by the inmobi advertising agency, 12 million French people already use their mobile phones to assist them when making a purchase (this can include searching for a shop, comparing prices, or actually making a purchase via their mobile phone, etc.).A fact which should be of interest to e-retailers is that

m-commerce and m-marketinG

fun and Games

more purchases made using mobile phones are made via by applications and mobile advertising is perceived in a positive manner by 70% of those interviewed. Additionally, it appears that items of a cultural nature ac-count for most of the “micro-payment” purchases (49%), ahead of electrical goods (19%) and fashion products (11%). in the wake of Web 2.0, comments on an item, a sales assistant, or a restaurant can now be made on the spot, instantly, and shared with your network of friends and acquaintances.

The brands will need to go with the flow and adapt to a trend which is seeing mobile telephony emerging as the mouthpiece for their clients.

trying to manage discussions about the brand is now a waste of time. today, the emphasis must be on dialogue between the brand and the consumer. Whereas communication was mono-directional a few years ago, it is today multidirectional.

The practical nature of the Smartphone is making it competitive in the same way that it is also compe-ting with the desktop PC for web browsing.Easy to purchase, install and maintain on a smart-phone, games have become a significant incentive for acquiring a mobile phone. The main traditional publishers can now count on this channel for their future growth.

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