1. Mobile Internet
Powered by
Webinar:
Mobile - Death Valley, or a Bridge to
Web success?
Mobile - Death Valley, or a bridge to Web success?

2. Who we are:
A multi channel web development and
solutions company
What we provide:
Software, services and consultancy
for multi channel web

3. “The web is not all done;
it's just the tip of the iceberg...”
“The future of the web lies in mobile phones”
Quotes: Tim Berners-Lee

4. Mobile media usage continues to grow

5. US and Mobile Browsing Tipping Point

6. What are YOU doing about it??

7. We’ve got an App!

8. Short Term Thinking?

9. Getting Your App Seen
• 350,000 Apple Apps
• 88,000 Android Apps (Google say 150,000)
• Android will have more apps than Apple by mid 1012
• 9.9 billion Apple App downloads and counting

10. App Landscape Becoming Complex
Native Apps Browser Based
• Apple App Store • WAC - operator consortium
• Android Market • AppUp – Intel
• BlackBerry App World • Frigo – Telefonioca
• Ovi Store – Nokia • Samsung Application Store
• PlayNow arena – Sony Ericsson
• Windows Marketplace

11. Single Platform Strategy
Communication

12. Single Platform Strategy
Communication

13. Webinar Key Points
• The 10 challenges facing Web developers, Marketers and
Brands
• How to successfully navigate the complex convergence of Web
and Mobile
• How to unlock the true potential of your web developers
• How to harness the power of combining mobile solutions
• How to increase your market share and brand awareness to
new levels

14. Challenge 1
Mobile Web - Conflicting Perspectives

15. Challenge 2
Market Influences
Media
Social,
Technical &
Advertising Commercial
Convergence
Retail

16. Challenge 3
Conflicting Industry Agendas
Mobile Co’s Agencies
Revenue generation Increasing creative spend
Selling data Client lock-in
Selling phones New channel
Brands
Consumers
Media and Content Cheap
Advertising Revenues Fast
Sales Channel Easy
Subscription

17. Challenge 4
Keeping Pace – Handset Models
iPhone HTC Blackberry
Models Models Models

18. Challenge 4
Keeping Pace – Handset Models
Blackberry
Curve Bold Torch Pearl
OS version
Javascript Support
CSS support
screen size versions
video support

20. Challenge 4
Keeping Pace – Handset Models

21. Challenge 5
Evolving Platform Base

22. Challenge 6 –
Growing browser base - over 60 mobile browsers
Platform Browsers Add-on Browsers

23. Challenge 7 –
Keeping pace with device technology
HTML5 GPS
NFC
Camera
Motion Sensing Accelerometer
Video Tilt Face Detection
Screen Technology
Magnetometer
Touch screen Geo-location

24. Challenge 7 –
Keeping pace with device technology
GPS/Geolocation
• Branch Locator
• Maps and active search functions
• Location based advertising
• Social Applications – my friends – check in
• Tracking your customers
Camera
• Customer interaction – upload pictures
• Augmented reality
• Barcodes
• Share experiences – social campaigns
• Linking PC web to mobile web – single
customer view
NFC
• Customer surveys
• Social Campaigns
• Customer Loyalty
• Mobile transactions
• Smart posters

25. Challenge 8 –
Realizing it’s not just about the iPhone!

26. Challenge 8 –
Realizing it’s not just about the iPhone!

27. Challenge 9
Accepting there is no standard
HTML5
• Has tools and features that make some things on mobile easier to develop:
• HTML5 is not yet supported by all mobiles
• It’s not the panacea - misconception

28. Challenge 10
Using a different approach
DIY - 1 Style sheets for small screens
DIY - 2 Templates organised into general
categories
DIY - 3 Device by device websites
APPS Should be used as ‘Apps’ not a
substitute for browsing
Adaption Software that screen scrapes PC site
Platforms Use proprietary mark up language,
can be inflexible and expensive
Device Aware Development Next generation of Web
Environment (e.g. bemokoLive) Development tool

29. Challenge 10
Using a different approach
The new generation of rapid device aware Application Development
Environments are built for the mobilised future of the Web

30. Bridged – Content and Context
Content Management Delivery to the Mobile Web
Centrally managed content
for web, email, social and mobile handset
mobile detection
(> 12,000)
Leading edge
delivery engine
iPhone Android Blackberry Windows
using HTML5
and fully
optimised
dynamic pages Device and user tracking
– User geolocation, camera, NFC –
preference advanced technology detection
management and development tools
Device and channel specific
previews

31. 3 Golden Rules
For Mobile Success

32. Put The Customer at the Centre

33. Demand the right tools
Rich App-like User
experience
Pull-down menu
CSS3 overlays
Sliding animations
Orientation Aware
Javascript / Ajax / CSS3 / jQuery / HTML5

34. Joining Up Technology
Vouchers E-mail
SMS Short Codes
WAP Push
QR Codes NFC
Apps
Mobile Web
Video
Infrared
MMS
Geolocation
Advertising
Bluetooth

35. Use the technology Smartly
Engage Interact Transact
Mobile Web
E-mail
Apps
SMS
Vouchers
QR Codes
NFC
Bluetooth
NFC
Short Code
Apps/mobile web
Geolocation
MMS
Video
Mobile Vouchers
SMS

36. Use the technology Smartly
Engage Interact Transact
Mobile Web
E-mail
Apps
SMS
Vouchers
QR Codes
NFC
Bluetooth
NFC
Short Code
Press
Apps/mobile web
Radio
Geolocation
TV
MMS
In-store
Video
Mobile Vouchers
SMS

37. Use the technology Smartly
Engage Interact Transact
Mobile Web
E-mail
Apps
SMS
Vouchers
QR Codes
NFC
Bluetooth
NFC
Short Code
Press
Apps/mobile web
Radio
Geolocation
TV
MMS You Tube
In-store
Video Facebook
Mobile Vouchers Twitter
SMS

38. Use the technology Smartly
Engage Interact Transact
Mobile Web
E-mail
Apps
SMS
Vouchers
QR Codes
NFC
EPOS
Bluetooth
Loyalty Cards
NFC
Short Code
Press
Apps/mobile web
Radio
Geolocation
TV
MMS You Tube
In-store
Video Facebook
Mobile Vouchers Twitter
SMS

39. Broken Journey

40. Summary
We’ve Explored:
• The new era of the web will not stand still
• Some of the current challenges and how to
overcome them
• Having the right technology approach is crucial
• Joining up the technology smartly will deliver the
best results

41. Questions:
Phillip.clement@bemoko.com
+44 7795504850
@PhillipClement
www.bemoko.com www.alterian.com