Jef Rice, Moboom co-founder and COO, discusses what's to come in 2014 and beyond.

1. WHAT LIES AHEAD
What to Worry About in 2014
2/21/2014

2. AGENDA
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State of the Market
Content
Optimization
Monetization
Integration
Performance & Scalability
2/21/2014
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3. MARKET TODAY
920 Million websites in the world
2/21/2014
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4. RESPONSIVE MOVEMENT
90% are NOT responsive — 828 Million
HUGE MARKET OPPORTUNITY FOR ALL OF US
We believe in a responsive approach to design.
One design that looks great on every device.
2/21/2014
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5. IS RESPONSIVE DESIGN ENOUGH?
Responsive Design relies solely on
screen size

6. IS RESPONSIVE ENOUGH?
We believe in a strong separation between content and
design in order to deliver the right content to the right visitor
based on their device
65% of sites do not use a well-known CMS
- nearly 600 Million
2/21/2014
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7. HOW DID WE GET HERE?
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2007 – iPhone came out
2009 – Responsive concept is coined
2010 – iPad is released
2011 – Boston Globe launches responsive
2012 – first ‘Year of Responsive’
2013 – Responsive backlash – RESS

8. 2014
What’s next?
2/21/2014
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9. RESPONSIVE DESIGN + ADAPTIVE CONTENT =
There are around
10 Billion connected devices today.
There will be over
30 Billion connected devices by 2020.
TOO MANY DEVICES TO TOO KEEP UP
2/21/2014
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10. QUESTION
HOW ARE YOU GOING TO SPEND
THE NEXT YEAR?
PLAYING CATCHUP
OR
STAYING AHEAD?
2/21/2014
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11. CONTENT

12. RESPONSIVE V. ADAPTIVE
Responsive
Adaptive
Device Identification
Media Queries (client)
Server or Client code – different
HTML based on screen
Content Optimization
All content is downloaded
Content is downloaded based
on device
Device Optimization
One template for all devices
Distinct templates for each
device
Features
Comprehensive Approach
Streamlined Approach
Performance
Page Loads Slower
Page Loads Faster
Development
Typically requires a plug-in or
rebuild
Templates can be implemented
– provided content is separate
from layout
2/21/2014
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13. ADAPTIVE CONTENT
2/21/2014
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14. RESPONSIVE DESIGN
2/21/2014
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15. ADAPTIVE CONTENT
2/21/2014
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16. CONTEXTUAL AWARENESS
Context allows you to factor in more than just screen size
• Input methods
• Location
• Who is the visitor?
• What have they done with me before?
• When was their last visit and what did they see?
• Where have they been?
• Why are they here?
2/21/2014
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17. OPTIMIZATION

18. OPTIMIZATION
Only
5% of websites receive enough traffic to use
traditional optimization tests
2/21/2014
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19. OPTIMIZATION
Simple A/B testing becomes much more complicated in a
multi-device world
2/21/2014
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20. STANDARD A/B TEST
2/21/2014
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21. A/B TESTING IN A MULTI-DEVICE WORLD
RESULTS
GROUP A – 18%
GROUP B – 12%
BECOMES
GROUP A
GROUP B
DESKTOP
DESKTOP
20%
TABLET
27%
TABLET
20%
SMARTPHONE
2/21/2014
18%
3%
SMARTPHONE
5%
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22. HOW IS THIS DONE?
• Add some javascript to your site to change the content
for each group
• Add a proxy to your site and do a DOM re-write to
change the content of your site for each group
RESULT – impact the performance of your site
THEREFORE – aren’t going to test for long

23. ISSUES
Because performance is so important, we don’t do
continuous testing‘
BUT WE SHOULD…
In fact, we should constantly be testing historical stats to
identify new usage patterns and trends
2/21/2014
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24. MONITIZATION

25. MONETIZATION
Mobile traffic is set to surpass desktop traffic this year
(or next)
Mobile ad revenue is 41%
less than desktop.
SOME EXISTING METHODS WILL NOT TRANSITION TO NEW
ENGAGEMENT MODELS.
2/21/2014
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26. SHIFT IN ADVERTISING THIS YEAR
• Mobile web browsing will overtake PC-based browsing by 2015
• Mobile Search Advertising will grow by 65%
• Mobile Banner Advertising will almost double
• 47% of B2B marketers plan on increasing their email budgets
• 93% of Marketers are using or plan on using content marketing
tactics
IS YOUR SITE POSITIONED CORRECTLY TO MAXIMIZE THE
CONTINUAL SHIFT IN USER BEHAVIOR?
2/21/2014
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27. EXPERIMENTATION

28. WHAT IF THERE IS A BETTER WAY?
How many good ideas die within arriving to work?
WE WORRY ABOUT AN
EASY WAY FOR EVERYONE
TO EXPERIMENT WITH MONETIZATION
2/21/2014
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29. INTEGRATED ECOSYSTEMS
Hundreds of CMS providers on the market
Each has thousands of plugins
None of them work with each other
All of them require a developer to do too much fundamental
programming such as:
Database
Form Entry
API integration
2/21/2014
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30. iPaaS
• Pre-built integrations / connections to online service
providers
• Automation of many different types of repetitive business
and social tasks
• Wide selection of functionality available
• No software development or custom coding required
• No programming or technical skills needed to use the
service
SHOULDN’T THIS BE HOW YOU
BUILD YOUR WEBSITE TOO?
2/21/2014
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31. PERFORMANCE &
SCALABILITY

32. TECHNOLOGIES
Performance matters more than ever
Leverage the full potential of the cloud
2/21/2014
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33. STAYING AHEAD
HOW ARE YOU GOING TO SPEND YOUR TIME?
2/21/2014
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