1. Going Mobile
Thom Robbins
Thomasr@kentico.com
Twitter: @trobbins

2. Agenda
• The mobile marketplace
• A mobile attack plan
• It’s all about the content
• Mobile best practices

3. Mobile opportunity – Data and Hype
• Expected 9% growth in 2010
• Estimated 2 Billion cell phones worldwide (hand
me downs included)
• 93% of US adults own a cell phone (ubiquitous
technology)
• YouTube accounts for 36% of total video traffic on
mobile networks worldwide
• 1.6 Billion purchased from mobile devices in 2009
(increasing buyer confidence)
• 7.5% of the top 500 online retailers have a mobile
website/iPhone app
• Mobile advertising spending will surpass 6.5 billion
in 2012
• Users average 13 hours online total per week, up
from 7 hours in 2002 (Ruder Finn report –
Americans spend 3 hours using the mobile web)
“Desktops will
be irrelevant
in 3 years
time”
John Herlihy – Google

4. What are people doing?
Mobile users are opportunistic!
• 91% of mobile consumers use the
Internet to socialize (compared to 79%
of desktop users)
• 45% engage with social networks
• 62% use mobile for instant messaging
• 40% read content
• Mobile users watch videos (dominate
traffic form)
• Mobile users are more likely to
research subjects
• Men are more likely to use mobile as
an ‘escape’ (Not me of course!)

5. Top selling phones in 2010
Reflects more than 50 countries across six continents mobile phone sales
(not all inclusive list!) –
• 1. (2) Nokia 3720 Classic
• 2. (1) Apple iPhone 3G
• 3. (3) HTC HD2
• 4. (-)HTC Desire
• 5. (-)Sony Ericsson XPERIA X10
• 6. (-)Nokia 2730 Classic
• 7. (10) Samsung B2100
• 8. (-)Sony Ericsson Vivaz
• 9. (5) Nokia E52
• 10. (-)HTC Legend
Note: () = last month rankings

6. Pulling it together
The Device
• Web browsers
• Constrained browsers
• Proxy browsers
• Limited controls
• Limited screen size
• Limited memory and bandwidth
• Limited typography
• Limited color palette
The Environment
• Variable accoustics
• Variable lighting
• Variable mobile coverage
The Audience
• Looking for answers (SEO is important)
• Looking for local answers
• Looking for local answers now
• Ready to pay for local answers now

7. A pause for marketers
• Three things to consider when developing your mobile strategy
– Are you building only a lead generation strategy? Mobile strategies
shouldn’t always be about lead generation. The form factor makes it
extremely hard to perform extensive lead generation for marketing. The
mobile platform does serve well for furthering existing customer
relationships
– Have you clearly defined your objectives? Like any marketing and
development strategy what are your key objectives? What is your
audience demographics? These are important parts of developing an
effective mobile strategy.
– Have you defined accurate measures? Like any marketing strategy defining
accurate measures is extremely important. Unlike other marketing
strategies small devices have limited capabilities and you always need to
be careful with increasing bandwidth.

8. A mobile attack plan
• Provide a mobile alternative
• Build a device specific application

9. Provide a Mobile Alternative
Guiding principles:
• Alternate design and layout
• Tactic: Kentico redirection web part
• Tactic: Kentico CMS API
• Tactic: .NET API
• Simplify user input
• Tactic: Simpler design
• Reduced requests
• Tactic: Windows Communication Foundation (WCF)
• Adaptive design
• Design adapts to mobile environment
• Battery warnings
• Lost connection
•Linked phone calls (it is a phone!)
• Graceful degradation
•Notify user when personal info is selected
• If denied a request degrade slowly
• No clutter CSS
•Flow based layouts

10. Check out the Mobile sample site
• Site home page contains redirection to /Mobile
• Dedicated CSS stylesheet (Corporate Site – Mobile)
• /Mobile node
– Works as a master page for the mobile section
– No template inheritance from main site
• Sections available
– Home – redirected page with a Repeater dynamically loading content
from the Editable region on the main Home page
– News – Repeater displaying news with a transformation
– Articles – Dedicated mobile section and content is not shared
– About us – Two editable text web parts only in Mobile section

11. How does it work?
First
• Place Mobile
device redirection
web part on page
Second
• Set Redirection
URL
Third
• Break inheritance
• Create stylesheet
Captures HTTP request

12. Extending redirection – device targeting
Check for iPhone
CMS.GlobalHelper
Exploit the ASP.NET Request object (Request.UserAgent)
iPhone User Agent
Mozilla/5.0 (iPhone; U; CPU iPhone OS 3_2
like Mac OS X; en-
us)AppleWebKit/531.21.10 (KHTML, like
Gecko) Version/4.0.4 Mobile/7B334b
Safari/531.21.10
Best Practice Tip
Browser must report as mobile
Check for Andriod
Check for iPad

13. 5 minute mobile makeover - CSS patterns
• Common design pattern (Eliminate clutter)
– single-column, fluid width, three main sections: header, main content
and footer
Tab-based navigation, tabbed links with
relative width and horizontal menu
Don’t forget smaller form factors!
Modify Stylesheet
Best Practice Tip

14. Build a Device Specific Applications
• Tap into native application integration
– Caters to occasionally connected devices
– Caters to device features
– Marketplaces (fame, fortune and exposure)
– Tools: Appcelerator Titanium
– Tools: MobiOne
– Tools: Visual Studio

15. IT’S ALL ABOUT THE CONTENT!
AKA: I SEE DATA!
API Layer
Mobile PC Mobile iPad
Kentico CMS WW Data

16. Exposing content (Approach 1) REST
• What is REST?
– REST stands for Representation State Transfer
– Conceived in 2000 as a doctoral dissertation by Roy Fielding (a principal author
of HTTP protocol)
– REST is about accessing resources through a universal interface (web browser)
– RESTful URLs are addressable http://www.mysite.com/Products/Item300
• Why REST?
– Leverages scalability of the Web
– Site scalability through caching and session state
– Easier URLs
– Simplifies SEO
– Consistency with the design of the World Wide Web
– Can leverage generic client components (ex. jQuery controls) and dev skills
• Why not REST?
– If you need advanced collaboration between applications like distributed
transactions (WS-*)
– If you need to use a protocol other than HTTP
REST is an architectural style, not a specification!

17. Bit.ly Restful Example - simple
protected void bGetInfo_Click(object sender, EventArgs e)
{
string apiKey = "&apiKey=APIkey";
string loginKey="&login=rusername";
//encode the string
string shortUrl =shorturl"&shortUrl= "+ Server.HtmlEncode(txtURL.Text);
// Format for string sent is -
http://api.bit.ly/v3/clicks?&shortUrl=http%3A%2F%2Fbit.ly%2FavNcS4&login=login&apiKey=key&for
mat=xml
// URL must be encoded
WebRequest req = WebRequest.Create("http://api.bit.ly/v3/clicks?" + shortUrl + apiKey +
loginKey);
WebResponse resp = req.GetResponse();
Stream stream =resp.GetResponseStream();
StreamReader sr = new StreamReader(stream);
String s=sr.ReadToEnd();
txtInfo.Text=s;
}
WebRequest
WebResponse

18. Unifying all the options (Approach 2) - WCF
Up front work is required!
Wow! Look
at all the
options in
WCF!

19. WCF – Unified programming model
Interop
with other
Platforms & WS-*
ASMX & WSE
Attribute-
Based
Programming
Enterprise
Services
REST / HTTP
Programming
HTTP
Services
Message-
Oriented
Programming
System.Messaging
Extensibility
Location
transparency
.NET Remoting

20. WCF ABC (Address, Binding, Contract)
Client Service
Message
Address Binding Contract
(Where) (How) (What)
Endpoint
ABC A B C
Endpoints
A B C

21. webHttpBinding
• New “web-friendly” WCF Binding in Fx 3.5
– Allows for the development of RESTful services
– Does not use SOAP envelopes
– HTTP and HTTPS Transports Only
• Supports several wire formats:
– XML
– JSON
– Binary (streams)

22. WebServiceHost
• Specialized SerivceHost for RESTful services
– Eliminates need for lots of configuration
– Automatically configures address, binding, contract
• Optimized for single-endpoint services
• Use from .svc file:
<%@ ServiceHost Language="C#" Debug="true"
Service="Caching1.FeedService"
Factory=“System.ServiceModel.Activation.WebServiceHostFactory” %>"%>

23. [WebGet] And [WebInvoke]
• Binds a WCF operation to URI
space and HTTP method
• Indicate the HTTP Method for the operation
– WebGet – Don’t make me write it
– WebInvoke – All verbs other than GET (Method parameter takes
in the name of the Verb)
• Other Parameters
– BodyStyle – Indicates whether the Request/ Response are
wrapped or not
– RequestFormat – Json or Xml
– ResponseFormat – Json or Xml
– UriTemplate – Rich binding to URI

24. UriTemplate
• String that allows you to define
the structure of the URI, as well as
to define “Holes”
– The “Holes” are variables
– You Bind the template with parameters to
fill the holes
• {productId} hole / variable gets bound
to productId parameter in operation
[OperationContract]
[WebGet(UriTemplate=“product/{productId}")]
Product GetProduct(int productId);
Variable

25. Mobile site best practices
• Organize navigation logically for mobile
users
– Put navigation buttons below content to avoid
scrolling
– Place popular buttons first
– Make word links shorter for space
– Use optimized heading tags
• Keep information three clicks from home
page
• Degrade application gracefully
• Allow social bookmarking and tagging
functionality
• Avoid pop ups
• Submit a separate site map to Google
• Run a mobile site back link campaign

26. Things to avoid..
• Flash (Depending on device)
• Frames
• Cookies (many newer devices will
support)
• User tables sparingly
• Nested tables
• Absolute measures (100px wide
can be half the screen)
• Using a lot of fonts

27. Tips for images
• Images must be small
– Saving a 3 color file into a 256 color indexed GIF increases size
– Photoshop has a nice option to reduce this (Image mode – indexed
and then choose web colors)
• Images must download quickly
– Beware of clutter factor
• Don’t put large images at the top of the page
– It’s annoying to have to wait
– Exception: Photo gallery

28. Additional Information
• Did you get your poster?
• Best samples are in your project!
• Don’t forget to attend the API session tomorrow
• Documentation -
http://devnet.kentico.com/Documentation.aspx
• Code Snippet Library -
http://devnet.kentico.com/Blogs/Thomas-Robbins.aspx
• Marketplace -
http://devnet.kentico.com/Marketplace.aspx