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Mobile for Business: Opportunity is Knocking

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Mobile for Business: Opportunity is Knocking

  1. 1. Mobile for Business Taking world domination to the next level … Kelley Walker – UX/Product Manager, DMM
  2. 2.  “Mobile is the fastest and cheapest way to reach the largest number of people. There are billions of people…who still don't have access to the Internet. Mobile presents the biggest opportunity to get them on the Internet.”  ­Chris Sacca, Head of Special Initiatives, Google
  3. 3.  “Anyone betting against the web right now is an idiot.”  - Daniel Appelquist, Co-Chair, W3C Mobile Web Initiative
  4. 4. Trends: Smart PhonesNielsen Research: “We see smartphones crossing 50% of the market by the middle of 2011, roughly equal to 150 million users.”
  5. 5. Mobile is  Compared to the web we all know and love, the mobile web is even more fragmented due to market churn, competition, and technological and proprietary turf wars among carriers, providers, manufacturers, OS distributions, vendors, and networks.
  6. 6. Balkanization
  7. 7. Hell is other browsers  The consequence:  400 different mobile devices and 50 different browsers  Google UX for Mobile, Leland Rechisa: mobile web is balkanized.  We must optimize for a variety of devices, browsers, languages, carriers, countries, cultures, contexts of use.
  8. 8. Contextual Web  The way someone interacts  with the web has to do with  the context: where she is, who she’s with, what she’s trying to do, etc.
  9. 9. Mobile Complexity • Challenge • Not insurmountable • Solutions need to meet user needs and goals • Account for constraints of technology
  10. 10. Solutions: Standards • Semantic markup • Standards • Validation • Target browsers and devices • Progressive enhancement • Content based workflow • Prototype, test, iterate
  11. 11. Solutions: Planning • Create a solid foundation upon which to build for our sister sites and future iterations • Optimize microformats for third party mashups • SEO
  12. 12. Security • Protect our leads: • 1. MD5 hash • 2. Hidden form field
  13. 13. Solution: Map Usability • Dan Allen implemented a beautiful solution for mapping the dealers using Google Maps’ API • With first time use, the user is given the option of using the map in the browser OR using the Google Maps API (except iPhones) • Mapping meets the needs of our ‘urgent now’ customers
  14. 14. SEO • SEO for mobile is wide-open • Most mobile sites don’t use SEO • Implemented pared down SEO approach: title and description • Optimized content, alts, and title tags for keywords and variety of keywords • Semantic markup and microformats will go a long way toward building solid SEO foundation for future mobile development
  15. 15. Metrics • The most important part of web development, especially mobile web development, is short development iterations followed by testing. • To that end, we’re implementing Omniture and Yahoo analytics
  16. 16. Market Share: Smart Phone Brands
  17. 17. Opportunities: Shopping, Browsing, Research Source: Compete, Inc. 1/2010 http://multivu.prnewswire.com/mnr/compete/41839/
  18. 18. Opportunities: Demographics
  19. 19. Users: now now now according to research from Google, mobile users are always in the ‘now”. They are: • repetitive now • bored now • urgent now which one are you?
  20. 20. Repetitive Now • these users do the same thing over and over, checking on facebook, twitter, ebay, stock news • design: keep clickness low • dev: use accesskeys and tabindex • Q: how can our sites meet the context and needs of these uers? can we? should we?
  21. 21. Bored Now • these users have a few minutes to spare • potentially lucrative audience: time to kill, money to /willing to spend • design: enhance site stickiness • Q: how can our sites meet the context and needs of these users? can we? should we?
  22. 22. Urgent Now • have a problem or crisis & want answers immediately • design: keep clickness low; findable, easy to read • development: use accesskeys & tabindex • Q: how can our sites reach these uers? can we?
  23. 23. Poka Yoke
  24. 24. Reduce, reduce, reduce

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