The document discusses strategies for mobile web design. It covers topics like responsive web design, adaptive images, and progressive enhancement. It emphasizes designing according to a mobile-first approach and using techniques like media queries and breakpoints. It also discusses the importance of content and usability across different devices. Business considerations are highlighted like analyzing customer journeys and value chains. The conclusion recommends always keeping the user online across contexts and devices through synchronized cross-device concepts. Next steps proposed include analysis, workshops, and potential technical solutions like responsive websites, mobile websites, or native apps.

1. Mobile Strategy
because "slightly mobile" just isn't enough
Carsten Lambrecht
Senior Account Manager
dkd Internet Service GmbH

2. Mobile „last vs. first“
Graceful Degradation
Progressive Enhancement

3. Tech Stuff?
RWD
Responsive Web Design
Adaptive Images
Second Screen
AWD
Adaptive Web Design
Content is King
Mobile First
Progressive Enhancement
Media querries
Graceful Degradation
Break-Points

4. No Tech Stuff!
RWD is AWD
This talk
Second Screen
Responsive Web Design
Adaptive Web Design
business related....
Adaptive Images
Content is King
so back to start.
Mobile First
Graceful Degradation
Progressive Enhancement
Media querries
Break-Points

5. Mobile Strategy
because "slightly mobile" just isn't enough
Carsten Lambrecht
Senior Account Manager
dkd Internet Service GmbH

6. Agenda
Mobile
Strategy
Web-Evolution
Business
Devices
Customers
Usage
Analysis
Synced
Value Chain
Conclusion
Next Steps

7. Team
Jens
Hoffmann
Sascha
Lüönd
Søren
Schaffstein
Carsten
Lambrecht

8. Carsten Lambrecht
Born in 1975
started as Grafik Designer
Marketing Knowledge
TYPO3 since 2005
mobile Projects since 2008
Quelle: http://commons.wikimedia.org/wiki/
File:Commodore64.jpg
Quelle: http://pdadb.net/index.php?
m=specs&id=2&c=hewlett-packard_jornada_720
Quelle: http://www.webdesignerdepot.com/2009/05/theevolution-of-cell-phone-design-between-1983-2009/

9. Mobile
Web-Evolution
Device diversity
Context of Use
Synchronized

10. Web evolution
Quelle: http://www.evolutionoftheweb.com

11. Information

12. Web 1.0 - Information
Logo

13. Web 2.0 - Communication
Logo
0:14

14. Web 3.0 - Relation
Logo
0:14

15. Web 4.0 - Internet of Things
Quelle: http://bradfrostweb.com/blog/post/this-is-the-web/

16. Device diversity

17. device diversity

18. Interested in movies?

19. device diversity

20. device diversity

21. Context of Use

22. Todays web experience

23. Daylife
☽
☼
Office
Office

24. Daylife
Office
Office
☽
☼
Office
Office

25. Synchronized

26. www.vgf-ffm.de

27. Synchronizing Disturbances

28. Synchronizing Disturbances

29. Synchronizing Disturbances

30. Everything is synced via the cloud

31. Conclusion

32. Conclusion - the mobile web
Mobile Web
The user is always on(line)
Cross Device Concepts

33. Strategy
business
customers
Analysis
Value Chain

34. How to decide?
First Mover, Trendsetter, Fast Follower, Late Mover
Bild-Quellen: http://neuerdings.com/2008/03/18/saehan-mpman-f10-der-ruin-der-musikindustrie/ - http://www.chip.de/ii/9/1/6/7/1/1/9/cc1193daddc9e21f.jpg - http://www.chip.de/ii/1/0/8/7/0/2/9/5/zune-51295c8d82034d75.jpg

35. Business

36. Business

37. Business

38. Business

39. Business Model
Canvas
http://www.businessmodelgeneration.com/canvas

40. http://www.businessmodelgeneration.com/canvas

41. Customer Journey

42. Customer Journey
informe & argue
s
es
en
tio
n
ag
ac
us
tis
f
n-
&
ice
rv
a
er
ft
sa
ow
reconsideration
se
n
io
nt
e
e
e
us
ar
of
g
as
aw
se
ea
te
&
rch
rin
pu
at
re
cu
se
consideration
du
ef
b
re
o
honors loyalty
Bild-Quellen: http://commons.wikimedia.org/wiki/File:MargaretCafe_PasteisDeNata.JPG

43. Looking for a Taxi?

44. Taxi Customer Journey
Taxi around?
Need a Taxi
phone call
informe & argue
where am i?
n
io
s
nt
es
en
&
strange driver
se
rv
ice
er
ft
a
I SAID: I need a ride for 5!
sa
ow
reconsideration
wrong car
tis
f
n-
ac
us
tio
n
ag
e
e
e
us
ar
wrong number
of
g
as
aw
se
ea
te
Landingpage
&
at
re
rch
rin
pu
walk?
consideration
du
ef
b
re
o
no Problem
smartphone and google
cu
se
Subway or Taxi?
number?
wrong way
honors loyalty
business card
never ever!
expensive

45. SWOT
SWOT (Analysis) : Strengths, Weaknesses,
Opportunities, and Threats

46. Taxi Customer Journey
Taxi around?
Need a Taxi
phone call
informe & argue
where am i?
n
io
s
nt
es
en
&
strange driver
se
rv
ice
er
ft
a
I SAID: I need a ride for 5!
sa
ow
Touchpoints
reconsideration
wrong car
tis
f
n-
ac
us
tio
n
ag
e
e
e
us
ar
wrong number
of
g
as
aw
se
ea
te
Landingpage
&
at
re
rch
rin
pu
walk?
consideration
du
ef
b
re
o
no Problem
smartphone and google
cu
se
Subway or Taxi?
number?
wrong way
honors loyalty
business card
never ever!
expensive

47. Taxi Customer Journey
i around?
phone call
rme & argue
number?
se
no Problem
smartphone and google
re
cu
&
Landingpage
se
ea
n
tio
ac
tis
f
-u
sa
wn
e
us
ge
of
g
rin
e
as
rch
pu
du
nsideration
external
internal
helpfull
harmfull
many Taxis
not around
Strengths
Weaknesses
GPS
costs
increasing
local
SW
O T
Opportunities
Threats
smartphone
usage
price battle
wrong number
where am i?
wrong car
I SAID: I need a ride for 5!
Bild-Quelle: https://www.mytaxi.com

48. Todays Taxi Customer Journey
click
Taxi around?
Need a Taxi
phone call
informe & argue
where am i?
n
io
s
nt
es
en
&
sa
ow
reconsideration
se
rv
ice
er
ft
a
wrong car
I SAID: I need a ride for 5!
tis
f
n-
ac
us
tio
n
ag
e
e
e
us
ar
wrong number
of
g
as
aw
se
ea
te
Landingpage
&
at
click
re
rch
rin
pu
walk?
consideration
du
ef
b
re
o
no Problem
smartphone and google
cu
se
Subway or Taxi?
number?
strange driver
ratings
wrong way
honors loyalty
Favorites
business card
never ever!
Bild-Quelle: https://www.mytaxi.com
expensive

49. Value Chain

50. Value Chain
Taxi Driver
Taxi Call Center
Customer

51. Value Chain
Taxi Driver
Customer

52. Value Chain
Artist
Publisher
Whole Sale
Shops
Customer

53. Value Chain
Artist
Publisher
Download Shops
Customer

54. Value Chain
Artist
Publisher
Customer

55. Value Chain
Factory
Whole Sale
Shop
Quelle:http://stevesayswhat.com/2010/11/11/nikeid-and-why-it-is-awesomesauce/ - http://blog.mzee.com/2008/08/25/nike-id-fragen-an-das-nike-id-team/
Customer

56. Value Chain
Factory
Customer
Quelle:http://stevesayswhat.com/2010/11/11/nikeid-and-why-it-is-awesomesauce/ - http://blog.mzee.com/2008/08/25/nike-id-fragen-an-das-nike-id-team/

57. Value Chain - B2B2B2C
B2B2B2C

58. Next Steps

59. Next Steps
@casilas
1 Analysis
2 Workshop

60. Next Steps
@casilas
1 Analysis
2 Workshop

61. Next Steps
@casilas
1 Analysis
2 Workshop

62. Next Steps
@casilas
@dkd_de
1 Analysis
2 Workshop
m.url.tld
RWD
Web APP
native APP

63. Next Steps
@casilas
@dkd_de
1 Analysis
2 Workshop
m.url.tld
RWD
Web APP
native APP

64. Next Steps
@casilas
@dkd_de
Thank You