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A Management Overview of Mobile in 5 Minutes. Why mobile How to deliver, create, plan it. Why Mobile?. Provide information when users want it …where they want it …how they expect it. Why Mobile?. “Mobilize” existing apps, add novel new ones: Guide to public toilets in London Underground
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A Management Overview of Mobilein 5 Minutes • Why mobile • How to deliver, create, plan it
Why Mobile? • Provide information when users want it • …where they want it • …how they expect it
Why Mobile? • “Mobilize” existing apps, add novel new ones: • Guide to public toilets in London Underground • “Footie (World Cup soccer) bar” finder • NFC-based apps for payment in the field • Surveys • Inventory data entry in the field • Contact lead tracking at trade shows
Why Mobile? • Brand differentiation for marketing • “We’re mobile, they’re not – we’re better, hire us” • Reduce or eliminate paper • Airline boarding passes
Delivery “Vehicles” – eBooks • Dedicated hardware readers – Kindle, Nook, etc • Plus reader apps for mobile and other devices
Delivery “Vehicles” – Sites • Mobile-optimized, or as is • Running on an iPhone in this case.
Delivery “Vehicles” – Apps • Partly or totally native to the device
Why eBooks? • Dedicated devices • But pressured by multi-purpose tablets and ereader apps for mobile devices
Why Sites? • Run on anything with a web browser • Only need follow a few browser standards – simpler than supporting multiple device and platform standards • But don’t take full advantage of platform features
Why Apps? • Take fuller advantage of platform/device features • But hard to maintain across many devices and platforms
Major Platforms (Jan. 2011) • iOS – Apple, 24.7% • Android – Google, 31.2% • RIM – RIM, 30.4% • Microsoft – Microsoft, 8.0% • For use with statistics
Why This “Ecology” Matters • Need to know business properties of your chosen device(s) • Can’t support everything • Don’t want to go down a dead end
Why This “Ecology” Matters • Need to know technical properties of your chosen device(s) • Develop correctly the first time
How To Create • Within tech comm, three ideas: • eBooks – Adobe RoboHelp 8 or 9 (better) • Sites – MadCap Flare 6+ • Apps – MobiFlex or Google App Inventor • Full disclosure – Certified in RoboHelp, Flare, and MobiFlex but not selling them – just pointing them out as options.
Why Work With GUI Tools? • You know the tool • Thus only have to learn a few new things, not everything from scratch • Keep authors out of the code
Plan To… • Develop a “content strategy” • Especially if you plan to single source material to different projects, including mobile • You can’t wing this
Plan To… • Develop standards • Only way to get consistency, automatability • You can’t wing this
Plan To… • Research: • Talk to users and non-users to see what they want • Not what you want them to want • Visit 3rd party mobile stores, see how devices are exhibited – any inferences to draw? • Learn what devices sell most heavily in market niches you want to target
Finally… • No dumping • Create anew to use the medium optimally • But both easier said than done • No feature-itis – KISS
Thank you... Questions, contact… • Hyper/Word Services • 978-657-5464 • nperlin@nperlin.cnc.net • www.hyperword.com • Twitter: NeilEric