Presentation held at Magnolia Conference 2013 how to conduct state of the art corporate communication for different devices (mobile) and ecosystems (apps)

1. 1
EADS – Corporate
Communication in a Multi
Device World

2. Rainer=technicalguy Adriano=mobileguy

3. Aperto: Who is it?
From Internet Service Provider to Communications Agency – in Figures
10Of the largest owner-managed
advertising agencies in Germany
Highest share of digital services of all
advertising agencies in Germany
Million Euros
Anticipated turnover 2013
300Heads at Present
and growing steadily and soundly
1stPlace
HORIZONT Ranking 2012, Aperto with a 58% share of digital
services
Top
33

4. Aperto: Partner for the Digital Age.
Providing all diciplines for successful communication and more.
Brand
Strategy
Public
Relations
Print, TV, POS,
Events
Mobile
& Apps
Online
Marketing
Web Experiences

5. Web Analytics
CMSMobilePortals & eCommerce
Online Marketing
Aperto: Proven technology for our clients
Social Media Monitoring Newsletter SEO

6. EADS.com – Facts
§ 100+ editors
§ 12 tenants
§ 9 supported languages
§ ~ 20.000 + pages
Features
§ 30+ Templates
§ SAP HR Integration
§ Mobile channel + Export API
§ Many individual enhancements (inbox, linkchecker, campaign integration, etc.)

7. The digital ecosystems
are changing

8. Mobile web usage increased last year over 40 % in
Germany
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2009 2010 2011 2012 2013
seltener
mind. 1x pro Monat
mind. 1x pro Woche
täglich
Basis: Deutsche Onlinenutzer ab 14 Jahren
Anteil der deutschen Onliner, die das mobile Internet nutzen
Quelle: ARD/ZDF Onlinestudie

9. A variety of devices with various screen sizes
& different performance requests
The Problem: Screen Fragmentation and differing performance
9
Challenge: Creating one coherent design for all device sizes
7“ - 17“
19“- 28“

10. Cross-platform availability has become a
major requirement for digital services
10

11. New touch interfaces and control concepts
are the two sides of the same coin
11

12. Verschiedenste Bildschirmgrößen und Geräte.
Mit Touch-Bedienung auch für große Bildschirmflächen
12

13. User´s expect content parity but optimized
for mobile usage
36%
64%of those expect the same
content like on the desktop
website
14-19 years old
Smartphone user
Tablet user
of all users worry about
not mobil-optimized
pages
58%
59%
49%
85%
81%
76%
Source: Karen McGrane, Mobile Content Strategy , 2011
14-19 years old
Smartphone user
Tablet user

14. Mobile devices: new influencing factors on
digital services
14
01 02 03 04
iOS & Android?
Retina Display?
Touch & Swipe?
Different
devices
Different
places
Different
Activities
Different
Connections
At Home?
Office?
On the road
Social Media?
Gaming?
PC-Replacement?
WLAN?
Mobiles Netz?
Offline?

15. Cross-platform availability has become a
major requirement for digital services
15

16. Used at office Used outdoors Used at home Used on immediate demand
Connected to wired internet Connected to mobile network Connected to WiFi Connected to mobile network
High speed connection
+++
Instable connectivity
++
High speed connection
+++
More instable connectivity
+
Pointer device Touchpad input Finger touch input Finger touch input
Accessing websites is also challenged by
differing connectivity and control concepts.
16
(most prominent cases illustrated)

17. Experience roaming becomes a major
advantage in corporate communication
USER
WEBSITEVIDEOSOCIAL “App” / Functionalites

18. Universal Availability of Corporate Content
Access to content via all given screens - mobile & stationary!
18
Cross-Channel Usage
Diverse Usage Scenarios
Efficient SEO
View Switching without contextual loss
Campaigns/ Landing Pages/ Communication
Reducing complexity in terms of editorial efforts
Comprehensive URL-Concepts
Extremely important for….

19. The initial situation was not able to serve the
needs of a multi-device world

20. The development of
multi-device strategies
helps to find a suitable
approach

21. ?Which option to choose for
which project
Mobile
Website
?
Responsive
?
?
?
?
?
? Apps
?

22. At Aperto we developed a common
understanding trough all disciplines
Responsive
Webdesign
Adaptive
Device
Templates
Native Apps

23. Furthermore we eleborated different
implementation strategies and criterias
Responsive
Webdesign
Adaptive
Device
Templates
Native Apps

24. Aperto classified three different mobile
implementation options
24
Responsive Web Design Adaptive Web Design
Device Templates OS und App StoresAdaption to screen size
Native Apps

25. Responsive Webdesign
Desktop Apps
Apps and
Hybrid-Apps
Apps and
Hybrid-Apps
Adaptive Device Templates
Single pages / Modules
Adaptive Device Templates
Single pages / Modules
Responsive Webdesign
Responsive Webdesign
Adaptive Device
Templates
Responsive or
AdaptiveTemplates
The key to success is the combination of
different strategies

26. The way EADS goes …
26

27. HTML-
page 1
1 page in
CMS
HTML-
page 3
HTML-
page 2
27
One CMS, one single entry of the content and
display through optimized adaptive templates

28. We suggest to serve desktop and tablet with
a responsive site
28
HTML-
page 1
1 page
in CMS
HTML-
page 2

29. Also a smart combination of responsive code
and specific templates for mobile is possible
29
1 responsive
HTML-Code
1 page
in CMS
Single
pages

30. The goal: Delivering the EADS content
tailored to devices and target groups
30
Magnolia-powered Mobile App of the year 2012
Up To Planet iOS App
Investor Relations iOS App
Desktop / Tablet Website

31. 31
The responsive layout serves the “bigger”
screens.
§ From desktop screen to iPad
Mini
§ Smooth adaption
§ Clear rules on behaviour of
content
§ Work in progress: only the
Investor Relations landing
page is “responsive”

32. Adaptive HTML 5 templates serves the needs
of the smartphone user
§ Specialized HTML5 mobile templates
based on jQueryMobile Framework
§ Full focus on UX-needs of
smartphone users
§ Focus on current smartphone
generation
§ Content parity across all device
classes

33. IR iPad App
§ Designed for specific target groups
§ Deliverance of CMS content in an
alternative manner with focus on
customiziation
§ Usage of native functionalities to
generate added value
§ Free editable widgets
§ Offline Mode
§ Portrait/Landscape

34. How to serve CMS
content to a native Ipad
app?

35. API
Build a smart Export API
Website
DMS
Data
- Contacts
- Keywords
- ...
Media

36. Build a smart export API
§ Reusable for future features
§ Output format: JSON
§ Generic for all static content
§ Individual for dynamic content
§ Works page-based
§ UUIDs to identify content
§ High performance
API App 2
App 3

37. C
O
P
E

38. C = Content
O = Once
P = Publish
E = Everywhere

39. Our cross-device approach based on a COPE
ready CMS
Editors create content
once
API
Tablet / Desktop
Mobile
Magnolia CMS
ONE content source for all relevant channels
IR iPad App Up To Planet App

40. 40
01
Develop a
customized multi-
device strategy
02
Use one content
source to serve all
channels
03
Make your web
estate ready for a
multi- and cross-
device world
04
Develop native
apps with ADDED
VALUE for
dedicated target
groups
Take Aways
…be prepared …reduce costs

41. How many devices
do you use?
Adriano Bezerra-Delaunay, Teamlead Consulting
adriano.delaunay@apertomove.de
Rainer Blumenthal, Senior IT Manager
rainer.blumenthal@aperto.de

42. Copyright © Aperto AG
Alle Erkenntnisse, Unterlagen und Methoden, die Aperto bei den vorgelegten Konzepten
erarbeitet hat, bleiben ausschließlich geistiges Eigentum von Aperto. Die Auswertung der
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bestimmt sich je nach Verwendungszweck der räumliche, zeitliche und inhaltliche Umfang
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