Duncan hallas netbiscuits mobile publishing masterclass, #mpublishing

1. Mobile Publishing Master Class
Publishing across different mobile platforms
Duncan Hallas - Director Sales EMEA
Linkedin.com/in/duncanhallas
d.hallas@netbiscuits.com
April 12, 2011 © Netbiscuits GmbH 2011 1

2. About Netbiscuits
Company Facts
 Founded in 2000
 100 employees
 Offices in US, Germany, UK and Asia
 Privately Held backed by Creathor Ventures & T-Ventures
April 12, 2011 © Netbiscuits GmbH 2011 2

3. Netbiscuits Numbers
We Serve Monthly
 Over 400 Direct Customers  7Bn Mobile Page Impressions
 +75 Partners  100mio videos
 +5000 Developers monthly  Customer revenues over
$185mio on NB Platform
 13,000 apps & sites
April 12, 2011 © Netbiscuits GmbH 2011 3

4. What We Do
Open Standard SAAS software
leveraging existing systems to provide
mobile optimized Internet sites &
applications.
4
April 12, 2011 © Netbiscuits GmbH 2011 4

5. The Global Mobile Fragmentation Challenge
 For JavaScript and AJAX support on Apple and Android, you > 200 Carrier
Networks
need over 44 test devices worldwide
 Mobile video requires over 50 formats
> 300 User Agents
per device
 A typical iPhone OS update requires full site regression test, new
Hardware
development, deployment… time and money
> 5000 Mobile
 All this and then add Gaming Consoles, TVs, In-Car Navigation Devices worldwide
Systems, Tablets and eBooks!
> 10 Software
> 15 Mobile > 500 Content
> 6 Mobile OS revisions per
Browsers Formats
Mobile OS
Software
April 12, 2011 © Netbiscuits GmbH 2011 5

6. The Typical Publisher Business Challenges...
 Analytics & Ad Yield Management
 Adding Ad-Networks & Payment Providers
 Management of Editorial, In House Dev, 3rd Party Service Management
Teams
 CMS & CRM Vendor Management & Upgrades
 Maintaining Hardware, Hosting & CDN Optimisation
 Dealing with Custom Advertiser Programs
April 12, 2011 © Netbiscuits GmbH 2011 6

7. Problem With Grouped Device Sites
 Most solutions use a 3 tier rendering solution
 However by grouping devices you have to work to lowest common
feature
 Many device capabilities get ignored = degraded end user
experience = lower revenue / ad yield
April 12, 2011 © Netbiscuits GmbH 2011 7

8. Core Netbiscuits Platform
Device Detection
&
Content
Adaptation
(images,
sound/video)
Device Research
&
Testing
Procedures +Support for over 7000 devices
globally
+50 new devices tested in
Frontend Tool house monthly
& +600 Device attributes
SDK
+Layout ‘Biscuits’
April 12, 2011 © Netbiscuits GmbH 2011 8

9. So What Are These ‘Biscuits’?
Content Ingredients for Biscuits Rendered mobile site
mobile website Header
Navigation
RSS
Tabbed Container
Teaser
Widget
Map / POI
Scripting Slideshow
TagCloud
Footer
April 12, 2011 © Netbiscuits GmbH 2011 9

10. Site Builder 2.0 – Intuitive Front End Production Tools
 Manage pages,
include files, CSS
 Design and build page
layouts
 Drag and drop
interface
 WYSISYG interface
 Preview on range of
devices
 No ‘mobile’ web skills
needed
Slide
4/12/2011 © 2011 Netbiscuits GmbH

11. Powerful Back End Integration Suite
KEY FEATURES
 SDK Plug Ins / Snippets (standardized
templates and sample code available)
 Access Netbiscuits developer center
 Easy to learn / short introduction
phase (BiscuitML is based on XML)
As Used By…
BENEFITS Slide 11
 Integrate CMS & Data feeds etc
 Flexibly develop & manage in-house or
through preferred technology partners
 No need to hire mobile developers /
standard developer can easily work with
their usual IDE to develop
© 2011 Netbiscuits GmbH Slide 11

12. HTML5 & Mobile
So HTML5 will work on all devices, right?
 HTML5 provides limited mobile support, even on Apple, Android and BlackBerry devices
 HTML5 does not really bring any 'new' features to the market, it simply enables a different
way of doing things
 HTML5 does not necessarily enable features or advantages across all platforms, it’s a
“standard in motion” that is implemented differently on many platforms
 Mobile sites must still be developed and rendered to ensure best experience across
devices and platforms
April 12, 2011 © Netbiscuits GmbH 2011 12

13. HTML5 For All
So HTML5 will work on all devices, right? HTML 5 support by platform
Based on 300 Tested Attributes
210
208
200 iOS 4 185/300
185
190
176 Android 2.2 176/300
180
170 BlackBerry 6 208/300
160
iOS 4 Android 2.2 BlackBerry OS 6
Conducted with html5test.com
April 12, 2011 © Netbiscuits GmbH 2011 13

14. Top Supported Features
Supported HTML5 Features In Top 15 Browsing UK HTML5 Capable Devices
54%
52%
50%
48%
46% % Supported
44%
42%
Geo Location Off Line WebStorage CSS3 Selectors 2D Animations
Application
Support
April 12, 2011 © Netbiscuits GmbH 2011 14

15. Top Partially Supported Features
Partially Supported HTML5 Features In Top 15 Browsing UK HTML5 Capable Devices
70%
60%
50%
40%
30%
% Partially Supported
20%
10%
0%
Misc Element Extended CSS3 In Extended Extended
Type & User General Form Concept Video / Audio
Attributes Interaction
April 12, 2011 © Netbiscuits GmbH 2011 15

16. Top Un Supported Features
Un Supported HTML5 Features In Top 15 Browsing UK HTML5 Capable Devices
95%
90%
85%
80% % Un Supported
75%
70%
Microdata 3D Animation File Reader API IndexedDB Local Device
Rendering Support
April 12, 2011 © Netbiscuits GmbH 2011 16

17. HTML5: The Netbiscuits Approach
 The 'HTML5 experience' is not exclusive to new devices.
Our technology enables Rich UI features across multiple
devices
 HTML5 is a welcome addition to the mobile party, but it
does not negate or even solve device and OS
fragmentation
 Our HTML5+ approach utilises our technology to ensure
the best possible user experience on every device
 Delivers the best experience... with and without HTML5!
April 12, 2011 © Netbiscuits GmbH 2011 17

18. App Vs Mobile Web?
Or
App + Mobile Web
April 12, 2011 © Netbiscuits GmbH 2011 18

19. Rich UI: App Vs Mobile Web App?
eBay using rich UI Wall Street Online with Hybrid Apps are now
features including the pre-loaded tabs. vital for many
Gallery Biscuit.
April 12, 2011 © Netbiscuits GmbH 2011 strategies. 19

20. Mobile Sites vs Apps
The on-going debate
“When discussing traffic numbers on a device basis, I think it’s
important to note that we’ve actively diverted millions of users from
our mobile website m.ebay.com to our iPhone, Android and
BlackBerry apps. However, despite us proactively diverting traffic,
mobile web revenue growth is increasing at the same pace as our
mobile app business. Therefore, it is important to have a mobile
strategy that includes both mobile sites and apps.”
Han-Shen Yuan
Director Platform Business Solutions
and Mobile Engineering for eBay Inc
October 2010.
April 12, 2011 © Netbiscuits GmbH 2011 20

21. App + Mobile Site
 Users don’t care!
 Why not have best Of both worlds?
 Native App
 User Exp, Performance, App Store Channel, Monetization, etc
 Mobile Site
 Broadest reach, Easily Upgraded, Open playing field, one less mouth to feed, etc
April 12, 2011 © Netbiscuits GmbH 2011 21

22. Hybrid / Web View Approach
 Iintegrate mobile optimized websites into Native Apps
 Most UI developments are re-usable
 Available for all major OS
 Device API Integration still possible
 Easy creation & upgrade, build touch optimized mobile website or
adapt existing and wrap them.
 Save cost: One code base to publish to mobile web and apps
environments
April 12, 2011 © Netbiscuits GmbH 2011 22

23. eBay Site Vs App
April 12, 2011 © Netbiscuits GmbH 2011 23

24. m.eBay.com Rich UI
April 12, 2011 © Netbiscuits GmbH 2011 24

25. Mobile Web Metrics Report
Our latest device report is now available.
 The report includes:
 Global Device Statistics
 Regional Device Statistics
 Device Statistics by Market
 In-depth HTML5 Device Support Statistics
 Download your free copy now:
www.netbiscuits.com

26. Mobile Publishing Master Class
Publishing across different mobile platforms
Duncan Hallas - Director Sales EMEA
Linkedin.com/in/duncanhallas
d.hallas@netbiscuits.com
April 12, 2011 © Netbiscuits GmbH 2011 26