Presented as part of webinar with Tim Walters (@tim_walters) of Digital Clarity Group - Tim had talked about the mobile shift to the ubiquitous web and this deck provides four tips for organizations facing that challenge.

1. Shifting to Ubiquity
Ian Truscott | VP Product Marketing
http://about.me/iantruscott
@iantruscott | #sdlonline
Twitter: @iantruscott | #sdlonline
SDL Proprietary and Confidential

2. What Tim said…
• We are engaging our customers through a pervasive
ubiquitous experience not a device channel or silo
• Our audience connects to us (through the web) with
whatever they have to hand
• Is “mobile first” as ridiculous as “Internet Explorer” first?
• What’s next?
• How do we prepare?
• .. Four ideas…
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3. #1 –
CONTENT
first
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4. Content is the Biggest Content Marketing Challenge
Source: B2B Content Marketing:2012
Benchmarks, Budgets & trends - Content Marketing
Institute (CMI)
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5. The truth of CXM & ubiquitous web
Engineering
Support
Specs
FAQ
Tech
docs
Sales
Price Marketing
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6. Relevance is variants
Be where the user is
Re-purpose content by channel
Re-purpose content by community
First step to relevancy – be local
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7. More Variants = Content explosion
Your
Message
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8. Manage the variants
Television Twitter YouTube Search
iPads Smart Facebook
Phones
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9. #2
the TASK
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10. Customer Example - Lexus
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11. #3
be Flexible
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12. “Change – and enabling the
ability to change – is the
new differentiator for
marketing technology”
Robert Rose – Digital Clarity Group
@robert_rose
http://www.digitalclaritygroup.com/blog/true-cxm-bigfoot-unicorn-aliens/
Twitter: @iantruscott | #sdlonline

13. Todays mobile solution stack
Mobile web development
Service Experience Mobile Web Experience
native apps
Mobile delivery frameworks
Widgets
Responsive design
framework |
What really library
happens? Hybrid App
Native app development
Silos of delivery
Transaction Delivery
dynamic framework | bandwidth
banking | booking systems optimization | device capabilities
Device What really
Back office device database | publishing process
happens?
Silos of
Content Management content and
in-context edit | cms | image transcoding | in-context preview governance
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14. Phew! We’ve
got the
iPhone 5
covered!
What happens when you face the next big thing?
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15. We need to serve a ubiquitous customer experience
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16. #4
the
EXPERIENCE
tier
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17. Enter the experience tier..
Experience Tier Social
Device Personalization & Testing and E-Services
optimization Recomendations analytics (eg: e-commerce)
Content interface
(eg: OData)
Content Management
in-context edit | cms | image transcoding | in-context preview
External Content External Content External Content
repository repository repository
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18. In summary…
#1 CONTENT First
#2 the TASK
#3 be FLEXIBLE
#4 the EXPERIENCE tier
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19. Thank you!
@iantruscott | #sdlonline
Twitter: @iantruscott | #sdlonline
SDL Proprietary and Confidential

20. Questions?
Understanding the “Mobile Shift” :
Obsession with the Mobile Channel
Obscures the Shift to Ubiquitous
Computing
Tim Walters, Digital Clarity Group
Sponsored by SDL
Get it here!
20
Twitter: @iantruscott | #sdlonline

21. Thank you for
participating
To contact our speakers:
 Tim Walters | @tim_walters
twalters@digitalclaritygroup.com
 Ian Truscott | @iantruscott | #sdlonline
itruscott@sdl.com
Twitter: @iantruscott | #sdlonline