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Thinking Mobile First

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What does ‘mobile’ mean?

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Global smartphone marketshare Q4 2012 0% 20% 40% 60% 80% iPhone 5 iPhone 4s Samsung Galaxy S3 Other

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Global smartphone marketshare Q4 2012 0% 20% 40% 60% 80% iPhone 5 iPhone 4s Samsung Galaxy S3 Other

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Why do we care?

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Your site doesn’t sit on a desk anymore

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Top 10 screen-sizes (90% of all browsers)

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No one screen size has more than 20% of the market share

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More people use Twi er on mobile than on the web

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Facebook MAUs 71% mobile

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Recent iris campaigns 30-45%

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Mobile web use likely to surpass desktop use by 2014

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It’s not just websites

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Over 37% of e-mails are opened on iOS devices

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Over 46% including Android

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More than Outlook.com/Live, Yahoo & Gmail combined

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More than Outlook desktop & Apple Mail combined

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Mobile users are more engaged

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Auto campaign conversion % web vs mobile

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Popular tea brand campaign visit duration ‘Desktop’ Smartphone Tablet 0 25 50 75 100 125 150 175 200 225

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Mobile Desktop Webmail 0% 13% 25% 38% 50% E-mail open rates by device

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61% of people have a be er opinion of brands when they offer a good mobile experience

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61% of people have a worse opinion of brands when they offer a poor mobile experience

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90% of people move between devices to accomplish a goal

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Four common approaches to multi-device adaptation

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1 Miniaturisation

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2 We have an app!

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IDontWantYourFuckingApp.tumblr.com

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3 Separation

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4 Responsive

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What does ‘Responsive’ mean?

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DESIGN LOGIC RESPONDS TO SCREEN SIZE

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Typically starting with desktop...

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It’s not as simple as just making things smaller

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Mobile first

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Back to thinking...

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This talk is not about a technique

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Nor is it simply an approach to web development

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It’s not about including mobile as costly extra

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It’s a new way of thinking

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For everyone

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Mobile is not just ‘a small desktop’

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Thanks

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References Slides 5-6 Strategy Analytics Handset Country Share Tracker, via International Business Times (Feb 2013) - h p://goo.gl/LN3iH Slides 10-11 Mobify Global Screen Size Diversity (Dec 2012) - h p://goo.gl/evT2v Slide 12 Strategy Analytics (Apr 2013) - h p://goo.gl/ElUyL Slide 13 2Q: Facebook reaches 1.15B Monthly Active Users (July 2014) - h p://goo.gl/B4ZMjy Slide 15 ComScore: Mobile will force desktop into its twilight in 2014 (Jun 2012) - h p://goo.gl/ zfKsJ Slides 17-20 Email Client Market Share (Sept 2013) - h p://goo.gl/Q4bYiU Slide 24 48% of E-mails are Opened on Mobile (Oct 2013) - h p://goo.gl/p7gscU Slide 25 Latitude, Next Gen Retail Study (Dec 2012) - h p://goo.gl/2Tm7J Slide 27 Google, The new multiscreen world (Aug 2012) - h p://goo.gl/vbrEu