CONTENT IS KING phuc trong / mobext phil costa / brightcove jeff moriarty / boston globe sanjay vakil / trip advisor
long-term engagement and looking at big, beautiful pictures.
Facebook uses big QR codes on the ROOFS of its buildings.
SMARTPHONE ADOPTION is at 50%. 110 million people access data on their phones. There are more mobile devices than desktops.
RESPONSIVE CODE adapts to screen size. Don’t use separate URLs for different devices. Google recommends responsive web design. Video metadata should be indexable and searchable. Transcribe the speech in a video for online searching.
NEARBY is more relevant on mobile. Make content relevant and contextual. Where are they? At the airport, give airport-relevant content. Link into updates, or websites for the airport. MOBILE WEBSITES should work like native apps (aka “web app”). Websites need search-based discoverability. Apps can’t link so there’s no social PUSH NOTIFICATIONS and give more design REAL ESTATE. They also work well for issue-based content. 80-90% of apps are DELETED within
QR CODES are everywhere (like on ketchup bottles) but people don’t use them. We need to get people over the “energy hump” of scanning them. People will use a tiny keyboard, but not open an app to scan a QR code. QR codes would be easier to use without an app.
Mobile Summit: The Next Generation MassTLC Massachussetts Technology Leadership Council Wednesday, July 11, 2012 notes and quotes by Jessamyn Miller
Make your content discoverable and searchable by humans and search engines. Make sites easy for ROBOTS to read. Use SEO keywords. Don’t try to recreate the hierarchy or breadcrumb trail of a website if search is easier for the mobile site.
THE USER DOESN’T CARE what the technology is. HTML5 vs. iOS 5, mobile vs. tablet, web vs. app. Try to make the mobile website and the app look as identical as possible. Make use cases, like booking a hotel, AWESOME and MAGICAL. Take advantage of common TOUCH gestures instead of clicks on mobile devices. Don’t invent something new or try to make it more clickable.
Mobile activities are TASK-ORIENTED and need to be usable in distracting situations. Remember that mobile is a degraded experience with limited
Make short, summarized versions for mobile content if the website version is long, like a SNAPSHOT. Use phrases instead of paragraphs. important because people scroll down quickly. The BOTTOM of the page is now more accessible and just as important as the top.
Keep people engaged through transitions from one program to another, so they don’t have to seek out new content. Keep content FLOWING.
SOCIAL and shareable content is less intent-driven than search engine content. Facebook and Twitter are about seeing what friends did and posting comments. Search is about getting above the NOISE.
with giant UIs. Make it OBVIOUS if someone is sharing their activity or not. On Instagram, the default setting is public. People don’t realize they’re uploading embarrassing photos.
Using SEARCH instead of a QR code could be useful in a highly contextualized experience. On the street, could I take a picture and use OCR to read the text of a sign and do a search?
A tablet is a device to DECOMPRESS and relax. Tablets make users feel like they’re living in the future. It should be Tablets are for INFORMATION SNACKING. More like TV, they provide a LEAN-BACK experience, for
Embed RESPONSE mechanisms in content. Remove every bit of friction in usability. Take into account 3G network slowness. If anything is not obvious or easy, it is a barrier.
OPPORTUNITIES IN MOBILE STRATEGY
Use prototypes to ask, “Is this possible?” Prototype in PowerPoint.
BYOD is becoming the norm for enterprise mobile users.
STOP AND SHOP partnered with INTUIT handheld scanner for buying groceries while shopping. LEVELUP offers credit card scanning on mobile devices.
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andrew borg / aberdeen group greg raiz / raiz labs
A user’s CONTACTS are easier to tweak in a native environment.
CLOUD COMPUTING and virtualization are making software fast and light. Mobile platforms allow companies to spend more time writing software than on installation and distribution.
A one-time, 99-CENT app purchase model makes sense for entertainment, games and consumable media. The free-with-advertising model works for getting CPMS (cost per impressions) high.
iPhone screen size 2.91 in x 1.94 in
Think of mobile real estate like a POST-IT NOTE
THERE IS NO GLOBAL. The best globalization strategy is to get local, using translated text and strings, local currency, formatted dates and numbers. Mobile sites can be done in HTML5, as a native app, or a HYBRID of both HTML and code.
BABY BOOMERS like tablets because the UIs are human-sized and use bigger fonts. Desktop UIs are pixel-accurate and use a mouse, so fonts are tiny. GEOFENCING means detecting the
APPLE STORES are offering a 1:0 experience where customers enter, scan and buy products, then leave WITHOUT TALKING TO ANYONE.
Cloud services are moving faster in AFRICA because they don’t have much existing computing infrastructure. There’s no “copper in the walls.” WE’RE HUGE reach overseas users whether you consider them or not. Localization is a pain, but international sales can happen unintentionally.
Gather usage analytics to complement focus groups and contextual information. TripAdvisor found the SAVE BUTTON at the bottom of their screen was unexpectedly popular.
3D MODELING and augmented reality capabilities will build on GPS and location data available in phones now.
There are TRADE-OFFS between ubiquity and excellence. For example, an
Enable consumption while users are out and about. A free app can help EVANGELIZE to users while a paid app can be used to UPSELL an experience. Instead of thinking about driving app purchases, think about the CORE BUSINESS and how to support that through a mobile experience. BANK OF AMERICA allows you to take a picture of a check and deposit it. GEICO enables users to input data after an accident. OPERATIONAL EFFICIENCY is more important than selling apps. Mobile experiences should be disruptive to how business was done in the past.
location. Siri can set reminders using location and time, like “remember your keys” when you’re leaving home at 8 a.m.
It’s important to write for SPEED and EASE of use. Delays are only tolerable in some contexts.
What makes mobile special? Remember you can access a user’s contacts, calendar and location. Think about GAME MECHANICS. Mobile gamers use their phones to pay for coins, special music, no ads, extra features or UI skins.
What does the FUTURE hold? Companies are now making apps for their large brands as well as websites. The difference between a web app and a native app will be MOOT. Consumers don’t care, but they do care about ACCESS to the content they want. Data and content will come forward, while the platform DISSOLVES.
ubiquity.
I want it to feel like BUTTER, not like KETCHUP coming out of a bottle.
Or, they can have a PERSONAL, 1:1 experience where a store employee greets them by name, hand-delivering a product they’ve bought online.
In a SUBSCRIPTION model, the double pay wall is a non-starter. THE NEW YORK TIMES makes subscribers pay to see content on each device. BOSTON GLOBE subscribers pay once and can access content from any device.
movies from iPhone to TV. Amazon offers Whisper Sync to buy online and transfer to Kindle. Users will be able to TAKE THEIR IDENTITY with them, regardless of the device at hand.