The document discusses BillerudKorsnäs' decision to transition its corporate website to a responsive design in 3 months. It notes that over 50% of its visitors were coming from tablets and smartphones, but its existing website was not optimized for mobile. A responsive design would allow the content to automatically adjust for different screen sizes and devices. This would provide all website content to all visitors, improve customer experience, and help boost the brand across different platforms and devices. The transition was completed within the targeted 3 month timeframe.

1. RESPONSIVE CORPORATE WEBSITE
www.billerudkorsnas.com
2012-12-10 Elisabet Olin
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2. RESPONSIVE WEBSITE IN 3 MONTHS?
Commitment
Denial
Acceptance
Anger
Resignation
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3. BILLERUDKORSNÄS
IN BRIEF
Listed on OMX Stockholm
Sales of approx. SEK 20 billion
4,400 employees in 13 countries
1500 customers in 100 countries
Eight production units for
renewable packaging materials
Most focused and innovative
company within the primary fibre
based packaging industry
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4. BEGINNING 2011
EPiServer since 2005
Only one re-build since then – all other EPiServer upgrades have been
incremental
Awarded and good positions in various rankings
We considered ourselves well ahead
2005 – 2011

5. FOCUS
Customer orientation
Innovation
International expansion
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6. THE WAKE UP CALL
Increased number of visitors from mobile devices
Flash technology considered outdated
The world had changed and we had not
Shift in technology
and behaviour
2006 2007 2008 2009 2010 2011 2012

7. ITS ALL ABOUT BEING RELEVANT

8. A NEW DIGITAL STRATEGY
1. Boost our brand
2. Sales tools based on iPads and apps
3. Website accessible on tablets (emerging markets)
4. Meet the investor community on several grounds
5. Attract attention from students – on any device
= responsive design
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9. RESPONSIVE DESIGN – WHAT IS IT?
One website
Adjusts to device or
screen size
Flexible layouts,
font sizes, content,
navigation, images
= full site content,
accessible to all

10. HIGH PROFILE EXAMPLES
Time Magazine
Microsoft

11. GOOD EXAMPLE OF HAVING A SEPARATE MOBILE VERSION
Desktop version Mobile version

12. WE WANT ALL CONTENT REGARDLESS OF DEVICE
Desktop version Mobile version

13. POTENTIAL DOWNSIDES
Time
Developing time
Time for testing
Money
Visitors using old browsers
But really, what’s the alternative?
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14. 2013: OVER 50% VISITORS ON TABLETS AND
SMARTPHONES

15. THE RESULT
Increased traffic from mobile devices
Very positive response from customers, students, and
investors – builds confidence internally
Improved efficiency & flexibility
Strong proof of concept brand building
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16. FOCUS ON THE POSSIBILITIES
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17. THANK YOU FOR LISTENING!
Elisabet Olin
Phone: +46 70 672 52 33, elisabet.olin@billerudkorsnas.com
www.billerudkorsnas.com
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