There's no escaping it, mobile web will be bigger than desktop by 2015. If mobile isn't on your 2012 web strategy, it needs to be and soon. This vendor-independent presentation will provide practical advice on how to prepare for your organisation's shift to mobile and, importantly, how to build a mobile presence without 'breaking the bank'. It will cover approaches that organisations can adopt to enable personalised web experiences for mobile devices. The presentation will outline the delivery methods available to make this step: adding mobile to web presence; add a mobile app or develop a mobile site. Facilitator, Laura Murphy, TERMINALFOUR

1. A6: Building a Low Cost
Mobile Web Presence
Laura Murphy, Head of Client Relations & Support
laura.murphy@terminalfour.com
twitter.com/terminalfour
18th June 2012, IWMW 2012, Edinburgh

2. Workshop Summary
1. Introductions
2. General Trends & Industry Standards
3. Approaches with examples
4. Participant demos – show us what you are doing
or what you would like to do
5. Preparation & Decisions
6. Round up & Conclusions
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3. Introductions
1. Who you are
2. Where you work
3. Your role / skill-sets
4. How far advanced is your Mobile Strategy
5. What you are hoping to get from today
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4. TERMINALFOUR in a nutshell
We make it really easy for
organisations to deliver and
manage very large, highly
devolved, multilingual MOBILE
Websites, Intranets and
Extranets
This is a vendor neutral workshop so please feel free to
interrupt if I get side tracked
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5. Company Overview
• Trading since 1996, product company since 2001
• TERMINALFOUR Site Manager: our flagship Web Content
Management (WCM) Product
• 300 clients;
– Higher Education (over 110 Universities)
– Commercial / Finance / Retail
– Public Sector
• Recognised
– Top 30 in Content Management Companies (Real Story Group)
– Gartner Magic Quadrant, Butler/Ovum etc.
• Clients in UK, Ireland, Middle East, US & Canada
• Offices in Ireland, UK , USA & Australia
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6. A selection of TERMINALFOUR clients
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7. General Trends & Industry Standards
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8. Mobile web bigger than
Desktop by 2015
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9. US HE: Data points & Projections
• Jan 2010, total mobile traffic was
1.5%
• April 2010 peak – iPad launch
• December 2010 peak – Christmas
presents
• June 2011, just under 5%
Growth of 220% in 18 months
• Projection April 2012 mobile
traffic to be 9.3%
• However SmartPhone/Tablets
cheaper = Increased use: more
likely to be 15% to 20%
• Projection April 2013 might be as
high as 40%
Source: iFactory, TERMINALFOUR Partner
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10. Approaches
• One Responsive Site
• Separate Live Mobile Site
• Mobile App: Native
• Mobile App: Non Native
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11. Approaches: 1. One Responsive Site
•Your site works at any width (use css media-queries
to target widths).
•Can re-flow content/navigation depending on width
to change user experience.
•Single website, so a single place to update
content/code etc.
•Adaptive / Responsive Design: More complex than
CSS, but allows future proofing for new mobile
devices and screen sizes.
•May require a substantial rewrite of existing site.
•Can’t take full advantage of Smartphone features
(like camera, accelerometer etc without the use of
supporting 3rd party library code.
•Support of legacy browsers such as IE6&7 is a
challenge.
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12. Approaches: 2. Separate Mobile Site
•Mobile Site/Domain: Tailored to mobile user, but
requires a separate version of the website
•Layout and content designed specifically for
browser on a mobile/tablet screen.
•Helpful libraries to make layout/transitions more
'app' such as jQueryMobile, Sencha Touch etc.
•Can decouple mobile content from main site
content, so a more 'customisable' interface
•Support for extra features tends to be included
with libraries (need to fact check this 100%!)
•Information Architecture (IA), Navigation &
Content separate.
•Less development required than App.
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13. Approaches: 2. Separate Mobile Site
•Time to develop a new solution.
•User Experience is not as slick as an app.
•Content creation. Although this can be easy if it
is CMS based.
•Possible content duplication.
•Performance impact if lots of JavaScript is used.
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14. Approaches: 3. Mobile App: Native
•Native App for each Mobile Platform.
•Allows content to be viewed offline.
•Allows you to take full advantage of the Smartphone
and all it's built in API's:
–Really fast, responsive feel
–Cool features like Accelerometer, Camera, GPS/Location,
Address book etc
–The sky's the limit for what you can do!
•You need to decide which platforms: WinMo7,
Blackberry, IOS, Android
•The more platforms, the higher the Cost !
–Design
–Development
–Test
–Maintenance
–People
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15. Approaches: 4. Mobile App: Non Native
•Write once, deploy to each.
•Use of Mobile Frameworks such as Phonegap.
•Write apps once in HTML5/CSS and deploy to each
app store as a native app.
•Allows content to be viewed offline.
•It's not fully native, so relying on abstractions to
some API calls
•May result in feature compromise
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16. Approaches: 3 & 4. Mobile Apps
•Admin overhead for each of the App Stores
•SEO/application to update apps in each store takes
time
•Developer Program costs
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17. E.g.: T4 Client Mobile Work
• Met. State College of Denver (m.mscd.edu)
• University of Illinois at Chicago (m.uic.edu)
• Queens University Belfast (on their own)
• York College Pennsylvania
• Aer Lingus App (FeedHenry)
• t44u App (oMbiel)
• INTO Congress Application (oMbiel)
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18. E.g.:T4 Sample Site
• Sample jquery mobile site
data in product & Extranet
• Very simple to setup
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19. E.g.: Queens University Belfast
• Webteam Developed
• Uses Jquery mobile
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20. E.g.: Specsavers mobile
• Mobile Site as opposed to
app
• Integrates with location
services
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21. E.g.: oMbiel CampusM integration
• Integrated
app sync
from Site
Manager
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22. E.g.: Blackboard Mobile Integration
• Sync of
separate
XML and
RSS
channels
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23. E.g.: Gedling Borough Council
• Main site structure
reflected in mobile
navigation
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24. Example Sites
http://bostonglobe.com/
http://www.stpaulsschool.org.uk/
http://asuonline.asu.edu/
http://www.law.gmu.edu/
http://www.fhs.vic.edu.au/
http://www.lancs.ac.uk/
http://www.smashingmagazine.com/
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25. Participant Demos
Show us what you are doing or would
like to do
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26. Preparation & Decisions
• Think Mobile first!
• Who are your mobile users?
• What devices are they using?
• What information are they looking for?
• Are they getting that information?
• What are other Institutions doing and how?
• Be a user and visit competitive sites as well as non competitive sites.
• Be selective & rank requirements.
• Compare mobile to non mobile stats and use the results to develop your
Strategy.
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27. Preparation & Decisions cont..
• What platforms do you wish to support?
– Target demographic
– Target geographies
• Live Website or App
– On-line or off-line content
– System Integration required? (platforms such as CampusM or Nomad
Mobile Guides)
– Task driven requirements (maps, library check-ins etc)
– Toolkit: phonegap, etc. Dedicated: Ombiel, Blackboard
• Migrate to a CMS to enable faster deployment and content management
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28. Round up & Conclusions
Define your Strategy...Start small... Measure...Revise frequently... Keep up to date
http://www.surveymonkey.com/s/iwmwMobile
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