The key to a successful mobile strategy is aligning user needs with your business goals and evolving mobile technologies. Once you have alignment, the focus turns to determining the right strategy for your business:
• Responsive website?
• Mobile website?
• Native application?
During this webinar, we'll help you understand these three mobile strategy options with a side-by-side comparison, as well as best practices and key considerations. This discussion will help attendees ask the right questions to determine the best mobile solution to meet their business needs.
About our speaker Jeff Willinger
Jeff Willinger is the Director of Social Computing, Collaboration and Intranets at Rightpoint and was recently named one of the top SharePoint influencers to watch in 2013, for the third year and is recognized as one of the top social media personalities in the country. He specializes in advising clients on social computing strategies, social intranets and portals, mobile reach vs. reach and increasing employee engagement. With experience spanning more than two decades, he is an internationally recognized speaker and expert in all CMS solutions and is a technology and business evangelist with deep expertise in information architecture, enterprise content management, and web 2.0 technology strategy. A character with character, he is the President and Founder of the Social Media Club of Chicago.
Welcome everyone, it’s a pleasure and a privilege to be presenting to you today. Let’s take a quick at what we’ll be covering during our mobile strategy presentation.
We’ll start off with a high-level overview of the 4 key mobile strategies, talk about why now is the time to start focusing on mobile, and then take a closer look at the mobile strategy landscape, that hopefully provides you with clarity and insight to help you make informed decisions about which strategies are best for you. At the end we’ll recap and answer any questions you might have.
Before determining the strategy or strategies that are right for you, it’s important to have alignment between your user needs, business goals, and mobile technologies. Once you’ve done the due diligence that lays the foundation and paves the way, you can start determining which strategy is the right one, whether it’s a responsive website, mobile web application, native application, hybrid application or a combination of these strategic approaches.
People are spending more and more time on their mobile devices and it’s only going to continue to increase.
Smartphones and tablets are an increasingly important part of a customer’s purchase path, supporting both the research and transactional step in the journey. More and more people are relying on their smartphones to stay up to date on relevant news and emails.
Keynote survey of over 5,000 mobile users showed a fair bit of frustration over download speeds, particularly on smartphones. survey covered 3,145 smartphone users and 1,976 tablet users in the U.S.).People expect mobile experiences to be immediate and contextual. This ties back in to one of our earlier points about aligning your business goals with your user needs. While you need to understand the needs and goals of your specific target audience, you also need to make sure you’re covering off on the expectations and needs that are true across all audiences.
Let’s take a look at the mobile strategy landscape
Responsive websites are very well suited for content-driven websites, where people can access site features, functions, and content through their desktop, laptop, or any mobile device.
Mobile web applications are a great way to provide consistent user experience across all platforms and mobiles devices.
Native applications provide the most seamless user experience because they are installed directly on the user’s mobile device and can take full advantage of the phone’s features.
Hybrid applications are built with web-based code such as CSS, HTML, and Javascript like a web app, but they run locally on a user’s mobile device rather than through a web page.
As you’re considering the different mobile strategies, it’s important to spend time thinking and discussing how you will support your efforts across your organization and drive towards success, meaning how your strategy will be supported with tactical execution
Whatever mobile strategy you choose, it will continue to grow and change over time and is best supported as a practice and not a one off project. Treating your mobile strategy as a practice will go a long way in making your business flourish in the mobile space.
It’s imperative to keep yourself accountable by making sure you’re measuring your implemented strategy and that all data, metrics, and key performance indicators are clearly mapped to your business goals.
To save time and money, as well as ensure you are delivering a compelling and meaningful experience, you need to research, plan, and design for the needs of your target audience.
In addition to making your mobile strategy a business practice, make it a part of your organizational DNA and culture by distributing the strategy across all your business units and leaders.
Responsive sites and web apps have very limited access to device data and hardware, like GPS.In 2012 Mark Zuckerberg said that Facebook made a big mistake betting on the mobile web and not providing a full native app to Facebook users. Up to that point, the Facebook app had been a hybrid app but was replaced in 2012 with a full native app.