Here Be Dragons: Mobile Web and the Enterprise

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HERE BE DRAGONS Mobile Web and the Enterprise Matt Menzer Text @menzer

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A BIT ABOUT ME Sr. Web Developer at Übermind

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Sr. Web Developer at Übermind Deloitte Digital A BIT ABOUT ME

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THIS IS JAKOB.

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JAKOB WROTE AN ARTICLE ABOUT MOBILE WEBSITES.

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NOT EVERYONE AGREED WITH JAKOB.

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“When you see a ‘full desktop site’ link on your phone, you’re looking at an admission of failure. JOSH CLARK

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“Jakob’s recommendation that mobile sites should cut content and features relegates these users to second-class citizens.” KAREN MCGRANE

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THE FORTUNE 500

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THE FORTUNE 500 SEPARATE MOBILE-OPTIMIZED SITES*

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* THE EXCEPTION

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* THE OTHER EXCEPTION

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A MOBILE-OPTIMIZED MOBILE STRATEGY?

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MOBILE STRATEGY “The State of Retailing Online 2011,” a shop.org study conducted by Forrester Research Have a strategy, implemented it, now refining it Have a strategy and starting work Have a strategy Early stage; developing a strategy Don’t have a strategy 9% 34% 9% 19% 29%

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MOBILE Business http://www. ickr.com/photos/10202505@N05/4813678535

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QUICK FIX, PLEASE http://www. ickr.com/photos/ﬀg/5696784314

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HOW’S IT BUILT? “The State of Retailing Online 2011,” a shop.org study conducted by Forrester Research Opted for a mobile website service (e.g. Usablenet, Digby) Outsourced to our eCommerce platform vendors Internally with our own developers Outsourced to an interactive agency Licensed a platform and built with in-house resources 5% 5% 22% 25% 28%

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PLATFORM SOLUTIONS Quick Entry Low Cost Low Internal Impact PROS Standard Design Usability Desktop Experience Subset CONS

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Can a generic solution really be an “optimized” solution?

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http://www. ickr.com/photos/lokner/4164251472

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http://www. ickr.com/photos/adactio/5818096043

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Support more connected mobile handheld devices / smartphones TOP MOBILE PRIORITY Forrsights Networks and Telecommunications Survey, Q1 2011. Forrester Research

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“THE COMING ZOMBIE APOCALYPSE” Photo by Chris Nakashima Brown

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“Proprietary solutions will dominate at rst. Innovation necessarily precedes standardization. Technologists will scramble to these solutions before realizing (yet again) that a standardized platform is needed to maintain sanity.” FUTUREFRIEND.LY

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RESPONSIVE WEB DESIGN IS REACHING THE TIPPING POINT http://www. ickr.com/photos/thewazir/3139997483

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ON THE OTHER SIDE OF THE TIPPING POINT, RWD MAY BE USED WHEN IT’S NOT THE RIGHT FIT. http://www. ickr.com/photos/rosipaw/4643095630

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SOME POTENTIAL PITFALLS... http://www. ickr.com/photos/kevharb/4321152284

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REGULATION http://www. ickr.com/photos/bernardoh/5216471964

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ORGANIZATION

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7% 9% 18% 24% 42% Web / eCommerce Marketing / CMO President or division head No one… yet Other WHO OWNS MOBILE? “The State of Retailing Online 2011,” a shop.org study conducted by Forrester Research

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WEB MOBILE

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WEB MOBILE ?

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INTERNAL RESOURCES http://www. ickr.com/photos/lokner/4164251472

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OVERSEAS RESOURCES CONSULTANTS $ $ $ $ $ $ $ $ $ $ $

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POTENTIAL CONFLICT

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VENDOR PARTNERS

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SCOPE http://www. ickr.com/photos/harry_manback/481553240

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So... what can we do?

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1. Educate and Advocate

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2. Solve your client’s problems 1. Educate and Advocate

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3. Build modular, adaptive, and scalable websites 2. Solve your client’s problems 1. Educate and Advocate

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“...creating a separate mobile experience can actually be a blessing in disguise. It gives you time to re-evaluate, prioritize, strip down and focus on what’s really important.” BRAD FROST

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GITHUB.COM/STUBBORNELLA/OOCSS

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GITHUB.COM/ADACTIO/PATTERN-PRIMER

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PEA.RS

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STARBUCKS.COM/STATIC/REFERENCE/STYLEGUIDE

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is better than no movement FORWARD MOVEMENT

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http://blog.responsivenews.co.uk/post/20004971477/v1-0

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“The increasing popularity of mobile web browsing, and the availability of responsive web design has forced my team to refactor how we think a modern webpage should be built. BBC RESPONSIVE NEWS Our product is the future of BBC News online. It’s responsive, works on everything, looks great and is very fast.”