Incorporating Mobile Into Your Digital Experience Strategy

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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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