Mobile Thirst - Mobile First

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Mobile has become the new industry darling. Many are now falling in love with it, but we all know it can be a little hard to know where to begin. So we have decided to start Mobile Thirst where we chat about mobile topics close to our hearts. The 45 minute morning sessions cover inspiration, practical how-to’s and trends. Always with a coffee and bun in hand, we hope to satisfy your thirst for mobile. First session: “Mobile First” Where do you start with a digital refresh or overhaul project? Well, Emil Salonen, Vice President, explains where to begin, goes over the hyped “Mobile First” approach and tells us what it is actually all about.

Tecnología Empresariales

Hello Friends, Let’s talk Mobile First
2012.04.13

Monday, 16 April, 2012

IF YOU THOUGHT
MOBILE WAS BIG...
© 2
MOBIENTO

Monday, 16 April, 2012

Y-Y-Y-Y-Y-Y-Y-Y-
YOU AIN’TSEEN
NOTHING YET!
© 3
MOBIENTO

Monday, 16 April, 2012

NOW, IT’S
MOBILE FIRST
BABY
© 4
MOBIENTO

Monday, 16 April, 2012

Mobile platforms

© 5
MOBIENTO

Monday, 16 April, 2012

‘Made in USA’ Smartphone Operating Systems =
Mobile platforms 64% Share from 5% Five Years Ago

Smartphone Operating System Market Share, 2005 vs. 2011E

Market Share of Smartphone OS 100%

80%

Other OS
60% iOS
Android
Windows Mobile
40% BlackBerry OS
Linux
Nokia Symbian
20%

0%
2005 2011E

Source: Morgan Stanley Research, Gartner.

Copyright 2011. All rights reserved.
45

© 6
MOBIENTO

Monday, 16 April, 2012

Mobile use

Aftonbladet, GP,
other news sites

About 1/3 mobile
traffic

© 7
MOBIENTO

Monday, 16 April, 2012

Mobile use
The Golden Hour

© 8
MOBIENTO

Monday, 16 April, 2012

Mobile search

© 9
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Monday, 16 April, 2012

Mobile vs the other guys

© 10
MOBIENTO

Monday, 16 April, 2012

Mobile surpasses desktop - it WILL happen

Mobil!
2015?!
2014?!
Desktop!

2013?!

Source: Morgan Stanley, Forrester, Strategy Analytics

© 11
MOBIENTO

Monday, 16 April, 2012

MOBILE INTERNET =
PERSONAL INTERNET =
PRIMARY INTERNET
© 12
MOBIENTO

Monday, 16 April, 2012

THE BIGGEST THING TO
HAPPEN TO THE
INTERNETSINCETHE
INTERNET
©
MOBIENTO
13

Monday, 16 April, 2012

So we end up here

© 14
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Monday, 16 April, 2012

The question becomes

DOES IT WORK HERE?
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Monday, 16 April, 2012

The question becomes

OR HERE?
© 16
MOBIENTO

Monday, 16 April, 2012

Mobile users are different. They have different

CONTEXTS
NEEDS
PERSPECTIVES
© 17
MOBIENTO

Monday, 16 April, 2012

SO WHAT DO WE DO?
© 18
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Monday, 16 April, 2012

The father of ‘Mobile First’

Luke Wroblewski
author of ‘Mobile First’

© 19
MOBIENTO

Monday, 16 April, 2012

Last vs First

© 21
MOBIENTO

Monday, 16 April, 2012

Focus ﬁrst

© 22
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Monday, 16 April, 2012

Touch ﬁrst

© 23
MOBIENTO

Monday, 16 April, 2012

Context ﬁrst

© 24
MOBIENTO

Monday, 16 April, 2012

So, what is the solution?

HTML5 CSS3

PROGRESSIVE BUZZ RESPONSIVE
ENHANCEMENT WORDS WEB

ONE WEB

© 25
MOBIENTO

Monday, 16 April, 2012

The father of ‘Responsive Web’

Ethan Marcotte
designer of Boston Globe

© 26
MOBIENTO

Monday, 16 April, 2012

The father of ‘Responsive Web’

1. Flexible layout
2. Flexible content
3. Media queries

© 27
MOBIENTO

Monday, 16 April, 2012

Responsive Web example

© 28
MOBIENTO

Monday, 16 April, 2012

Responsive Web example

© 29
MOBIENTO

Monday, 16 April, 2012

PERFECT!
ALL OF OUR
PROBLEMS
ARE SOLVED....
©
MOBIENTO
30

Monday, 16 April, 2012

Not so fast!

HOLD YOUR HORSES!
© 31
MOBIENTO

Monday, 16 April, 2012

Responsive Web

WHEN DO WE USE IT?
• Continuous updates (news, blogs and similar)
• Less complex sites
• When users expect same or similar content

© 32
MOBIENTO

Monday, 16 April, 2012

Responsive Web

CHALLENGES
• Technical challenges
• Limited handset support
• Mobile needs can sometimes be different

http://www.webdesignshock.com/responsive-design-problems/!

© 33
MOBIENTO

Monday, 16 April, 2012

Another log on the ﬁre...

- Mobile users are
different
- Make a separate
mobile site
- Optimize for
mobile needs

Jakob Nielsen
Usability Expert

© 34
MOBIENTO

Monday, 16 April, 2012

The best $15 you will spend

© 35
MOBIENTO

Monday, 16 April, 2012

SOME
EXAMPLES
©
MOBIENTO

Monday, 16 April, 2012
36

Responsive Web - but made mobile ﬁrst

© 37
MOBIENTO

Monday, 16 April, 2012

SF Bio should use their app as the starting point for their website

© 40
MOBIENTO

Monday, 16 April, 2012

Tesco - a context study

http://www.youtube.com/watch?v=oPM4Ui6Sjfk
© 41
MOBIENTO

Monday, 16 April, 2012

RECAP
1.Mobile Internet = the primary Internet
2.Mobile First is a sustainable strategy
3.Think: Focus, Context & Touch

©
MOBIENTO

Monday, 16 April, 2012

Thank you & speak soon!
Emil Salonen
emil.salonen@mobiento.com
@emilsalonen

©
MOBIENTO

Monday, 16 April, 2012

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Mobile Thirst - Mobile First

1. Hello Friends, Let’s talk Mobile First 2012.04.13 Monday, 16 April, 2012

6. ‘Made in USA’ Smartphone Operating Systems = Mobile platforms 64% Share from 5% Five Years Ago Smartphone Operating System Market Share, 2005 vs. 2011E Market Share of Smartphone OS 100% 80% Other OS 60% iOS Android Windows Mobile 40% BlackBerry OS Linux Nokia Symbian 20% 0% 2005 2011E Source: Morgan Stanley Research, Gartner. Copyright 2011. All rights reserved. 45 © 6 MOBIENTO Monday, 16 April, 2012

11. Mobile surpasses desktop - it WILL happen Mobil! 2015?! 2014?! Desktop! 2013?! Source: Morgan Stanley, Forrester, Strategy Analytics © 11 MOBIENTO Monday, 16 April, 2012

26. So, what is the solution? HTML5 CSS3 PROGRESSIVE BUZZ RESPONSIVE ENHANCEMENT WORDS WEB ONE WEB © 25 MOBIENTO Monday, 16 April, 2012

28. The father of ‘Responsive Web’ 1. Flexible layout 2. Flexible content 3. Media queries © 27 MOBIENTO Monday, 16 April, 2012

33. Responsive Web WHEN DO WE USE IT? • Continuous updates (news, blogs and similar) • Less complex sites • When users expect same or similar content © 32 MOBIENTO Monday, 16 April, 2012

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35. Another log on the ﬁre... - Mobile users are different - Make a separate mobile site - Optimize for mobile needs Jakob Nielsen Usability Expert © 34 MOBIENTO Monday, 16 April, 2012

43. RECAP 1.Mobile Internet = the primary Internet 2.Mobile First is a sustainable strategy 3.Think: Focus, Context & Touch © MOBIENTO Monday, 16 April, 2012

Mobile Thirst - Mobile First

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