Slides from the Lavacon 2014 Keynote presentation on the state of mobile publishing in tech comm.

1. @vikverma2013 #LavaCon
The State of Mobile Publishing
Vikram Verma
Product Manager, Adobe

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Who is talking ? 2
•
Manage the Adobe Technical Communication line of products
•
Responsible for product strategy/roadmap, customer relationship and partner ecosystem
Vikram Verma

3. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
Key trends in mobile publishing (in tech comm)
Key approaches to do mobile publishing

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Insights drawn from several surveys over time
Tech Comm Content Strategy & Tools Survey
Tech Comm Tools and trends survey
Feb’12
May’13
Sep’13
1
2
3
Who is today’s technical communicator?
Sep’14
4
Tech Comm Survey 2014

5. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile publishing is no longer a new trend ..
15%
37%
42%
52%
2012
2013
2014
Future
Mobile Publishing Adoption
As % of respondents
67% CAGR
24%
39%
34%
41%
31%
2014
Future
CHM & Webhelp Adoption
Webhelp
CHM

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Let’s look at the adoption of various mobile formats ..
28%
11%
12%
5%
32%
11%
10%
3%
41%
20%
14%
6%
Adoption of various mobile publishing formats
As % of respondents
2013
2014
Future

7. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Organizations across the world are adopting mobile publishing ..
Already doing mobile publishing
% of total respondents
NA
APJ
EMEA
43%
41%
45%

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Smaller organizations are leading the mobile publishing adoption ..
57%
36%
43%
42%
32%
6%
9%
11%
7%
15%
Tiny
Small
Medium
Large
Enterprise
Mobile Publishing Adoption
By organization size
Publishing to mobile
Plan to publish to mobile

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Some industries are ahead of others in mobile publishing adoption ..
19%
25%
39%
40%
43%
57%
23%
20%
0%
7%
14%
3%
Manufacturing
Healthcare
Financial Services
Telecommunications
Technology/High Tech
Professional Services
Mobile Publishing Adoption By Industries
Publishing to mobile
Plan to publish to mobile

10. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Authors are proactively adopting mobile publishing on their own ..
Key drivers of mobile publishing adoption
As % of respondents
73%
Increasing Mobile Content Consumption
27%
Competitive pressures
27%
Management Mandate
52%
Proactively trying this trend

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All kind of content is getting published for mobile ..
27%
27%
31%
35%
35%
35%
42%
42%
50%
Policies and Procedures document
FAQs
Help for a mobile app
Help for a web help
Help for a hardware product
Knowledgebases
Training Content
Maintenance Procedures
Help for a desktop product
Which content gets published for Mobile?
As % of respondents
1
2
3

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And it is getting published for internal users as well as external customers ..
Mobile Content
77% Internal Users
60%
B2B Customers
58%
B2C Customers

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The mobile publishing adopters realized many benefits ..
71%
65%
60%
52%
Mentioned more user engagement
Measured increased content readership
Observed higher end-user productivity
Reported reduced customer support calls

14. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
In summary ..
Mobile publishing adoption has become mainstream and the momentum will continue in future.
The trend is widespread across Geos, Industries, and Organizations Type.
Organizations are responding proactively to the increasing mobile content consumption, and are creating mobile content for all kind of users.
More user engagement, increased content readership, and higher user productivity are the key benefits realized through mobile publishing.

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Let’s talk about some practical use cases !

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Since 2013, major Airlines are providing tablets to pilots ..

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Pilots are very pleased with the iPad .. 17
Image courtesy: http://www.businessinsider.com/united-continental-ipad-2011-8
“A pilot’s flight bag weighs about 45 pounds. With iPad, we get rid of that big 45-pound bag. Being able to take all those books and charts and bring it down to about a pound and a half”
“With iPad we’re able to save 16 million sheets of paper a year. Just removing the weight of that paper works out to 326,000 gallons of fuel saved per year.”

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Maintenance workers are also using tablets .. 18
Image courtesy: Page by Heather Kelly - Technician Grimaldo Romero, left, uses his iPad to help maintain machinery at the World's Finest Chocolate plant in Chicago, Illinois, on March 21, 2013.

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Maintenance workers are also using tablets ..
iPad app provides "real-time, mobile access to technical manuals, part numbers and parts inventory availability, maintenance history and other information needed to support time- critical maintenance tasks."

20. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
Key trends in mobile publishing (in tech comm)
Key approaches to do mobile publishing

21. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
Legacy Output formats are ill suited for mobile devices !

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Legacy output formats don’t scale well on mobile and are hard to read .. 22

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New output formats should be adopted to deliver quality experience on mobile .. 23
Legacy
New

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Let’s see the scaling issue in detail ..

Try http://esupport.sony.com
24

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One way to offer a good mobile experience is to create a website with Responsive Design .. 25
Image courtesy: http://googlemobileads.blogspot.in/2012/07/mobile-websites-vs-responsive-design.html

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With HTML5 and CSS3, you can create websites with responsive design 26
Image courtesy: http://www.dotcominfoway.com/blog/responsive-web-design-infographic

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There are numerous benefits of using Responsive Design ..
Image courtesy: http://www.sitestrategics.com/the-growth-of-responsive-design-in-2013/

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Is Responsive Design enough to deliver quality mobile content experience?

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Users abandon a site if the loading time is high ..
Source: https://blog.kissmetrics.com/loading-time/

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Secondly, attention spans are crashing .. 30
You read David Copperfield?!
Gangnam Style
Image courtesy: http://www.killianbranding.com/whitepapers/the-post-literate-era-planning-around-short-attention-spans/

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In fact, smaller the device, lower the attention span .. 31
Image courtesy: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html

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If the content is not optimized, users will leave .. 32
Image courtesy: http://blog.moovweb.com/2013/02/the-post-pc-revolution-is-here-dont-panic/
And you should not ignore this statistic ..

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Since, users are spending more time on mobile for web browsing ..

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Need of the hour is creating adaptive content for multiple devices.. 34
SINGLE SOURCE

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One way to offer mobile optimized adaptive content is to create a separate mobile website .. 35
Image courtesy: http://googlemobileads.blogspot.in/2012/07/mobile-websites-vs-responsive-design.html

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Some of the top websites use this approach .. 36

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Dedicated mobile websites are much faster to load ..
Image Courtesy: http://www.marketingcharts.com/online/average-mobile-page-load-time-for-a-fortune-100-company-is-about-5-seconds- 37293/attachment/thesearchagency-fortune100-average-page-load-speed-on-smartphone-oct2013/

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Another way to offer mobile optimized adaptive content is to create mobile apps .. 38
Image courtesy:http://blog.seo4site.com/mobile-applications/make-your-work-effective-with-mobile-apps.html

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Already there are 1.3M + apps in iOS and Android store .. 39
Image courtesy: http://www.pureoxygenmobile.com/how-many-apps-in-each-app-store/

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And smartphone users prefer apps to web surfing ..
Image Courtesy: http://www.businessinsider.com/mobile-web-vs-app-usage-statistics-2014-4

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Image Courtesy :https://www.tisindia.com/blog/responsive-web-design-vs-dedicated-mobile-website-vs-mobile-app/

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There is yet another problem of device fragmentation .. 42
Image courtesy: http://opensignal.com/reports/fragmentation.php

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One approach to address fragmentation is RESS .. 43
Image courtesy: http://www.netmagazine.com/tutorials/getting-started-ress

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How does RESS work ? RESS
Device Categories
Layouts and CSS
Content
44

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So, which approach to take ? Goal ?
Make legacy content mobile friendly?
Responsive Design
Optimize content and customer experience on mobile?
RESS
Separate Mobile Site
Native App
45

46. Thank you!
.com/adobetcs
@vikverma2013
@AdobeTCS
blogs.adobe.com/techcomm

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Adobe Tech Comm Survey 2014
Take the survey at:
www.survey.douwriteright.com