Websites on Mobile: An Impossible Challenge?Aaron Kahlow, Online Marketing Content

Lawrence Coburn, DoubleDutch @lawrencecoburn

Cindy Krum, MobileMoxie @cindy

Safe Harbor

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Lawrence Coburn

@lawrencecoburn

"We are in the beginning of a 10-year cycle in which

mobile computing will reshape the way consumers live

and businesses operate… PC Internet is a 'dress

rehearsal' for what will come with mobile, and the

unforeseen applications in mobile computing will

exceed those from the Internet thus far.”

- Rutberg & Co.

Trends in Mobile Software

MOBILE

DesktopMobile

2011 iOS Launch

Present

Social Networks / Blogs

Email

SOCIAL

SIMPLE

Online Attention

App Downloads

So What’s The Difference?

• Initially marketed for “single

player” use: programming,

productivity, games

• 1976: first mass market PC

• 1993: first mass market browser

• PCs were not born to be social

devices

• Invented to connect people over

distances

• Use case: voice communication

• Phones were born to be social

devices

Make your Mobile Service Sociale.g. FB, TW, 4Sq, etc.

#1: DNA

• iMac 21” Dimensions: 17.75 x 20.8

• Vertical and horizontal navigation possible

• Sidebars typical

• iPhone 4 Dimensions: 4.5 x 2.3

• Horizontal navigation tricky

• Sidebars not advised

#2: Real Estate

Readability is Goal #1e.g. avc.com

• iMac: front facing camera • iPhone 4: Three axis gyro, proximity sensor, ambient light sensor, accelerometer, GPS, front and rear facing camera

• Location based services, A/R, contextually aware applications

Design Your Mobile Site / App for Contexte.g. Color

#3: Smartphone as a Sensor

• Keyboard + Mouse

• Great for inputting text

• Scrollbars

• Keyboard shortcuts

• Touch (+keyboard?)

• Lousy for inputting text

• Swiping easier

• Gesture shortcuts

Design for Taps and Swipese.g. the check in, the pull down refresh, etc.

#4: Navigation

• Predictable and limited context for usage

• Location not a particularly interesting data point

• Usage any time, any where

• Contextual information is available and will vary

• Fresh content, feed structure, contextually relevant apps

Fresh Content is Paramounte.g. Google News

#5: Always On / Portability

• Predictably acceptable bandwidth available

• Page size not a dealbreaker

• Connection speeds will vary wildly

• Design for intermittent connectivity

• All you can eat data plans in jeopardy

• Speed, caching, offline usability critically important

Cache Liberallye.g. RDIO

#6: Bandwidth Dependencies

• Portal mentality

• One site that does everything

• “Yeah, but is it a feature or a company?”

• Do one thing, and do it well

• The appification of the mobile Internet

• “The feature IS the company.”

Solve one problem welle.g. Google Maps, With, Instagram

#7: Simple Beats Features

• Minor browser fragmentation

• Write once, reach any browser

• Major device and operating system fragmentation

• Android alone has 400+ different devices

• Tax on headcount

Consider a Wrapper as a Stage 1e.g Titanium, Webkit, etc.

#8: Fragmentation

Mobile is a once in a generation opportunity to reach your

customers in new and interesting ways.

Mobile is a different world than desktop – porting your website to

mobile is the wrong approach. Start from Scratch.

Native apps beat HTML5 in terms of performance and usability.

HTML5 is a good place to start, but you will need iPhone and

Android native for the foreseeable future.

123

Remember…

Desktop

Mobile

Lawrence CoburnCEO, DoubleDutch@lawrencecoburn

http://doubledutch.me

DoubleDutch creates social, location-aware mobile apps designed to help people stay connected, log their activity, and get work done - all via their smartphones.

Customers like Cisco, RightNow Technologies, Amdocs, Adobe, and HP are using DoubleDutch to power their events, communities, sales teams, and projects.