Corporate Communication in a Multi-Device World
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Aperto is a leading communications agency in Germany, specializing in digital services and offering a range of solutions such as brand strategy, public relations, and online marketing. The document discusses the challenges of providing cross-platform digital experiences in a world with diverse devices and demands for content optimization, highlighting the need for multi-device strategies and technologies like responsive web design. Aperto proposes a unified content management system to deliver tailored content across various platforms efficiently.
Corporate Communication in a Multi-Device World
- 1. 1 EADS – Corporate Communication in a Multi Device World
- 3. Aperto: Who is it? From Internet Service Provider to Communications Agency – in Figures 10Of the largest owner-managed advertising agencies in Germany Highest share of digital services of all advertising agencies in Germany Million Euros Anticipated turnover 2013 300Heads at Present and growing steadily and soundly 1stPlace HORIZONT Ranking 2012, Aperto with a 58% share of digital services Top 33
- 4. Aperto: Partner for the Digital Age. Providing all diciplines for successful communication and more. Brand Strategy Public Relations Print, TV, POS, Events Mobile & Apps Online Marketing Web Experiences
- 5. Web Analytics CMSMobilePortals & eCommerce Online Marketing Aperto: Proven technology for our clients Social Media Monitoring Newsletter SEO
- 6. EADS.com – Facts § 100+ editors § 12 tenants § 9 supported languages § ~ 20.000 + pages Features § 30+ Templates § SAP HR Integration § Mobile channel + Export API § Many individual enhancements (inbox, linkchecker, campaign integration, etc.)
- 7. The digital ecosystems are changing
- 8. Mobile web usage increased last year over 40 % in Germany 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 2009 2010 2011 2012 2013 seltener mind. 1x pro Monat mind. 1x pro Woche täglich Basis: Deutsche Onlinenutzer ab 14 Jahren Anteil der deutschen Onliner, die das mobile Internet nutzen Quelle: ARD/ZDF Onlinestudie
- 9. A variety of devices with various screen sizes & different performance requests The Problem: Screen Fragmentation and differing performance 9 Challenge: Creating one coherent design for all device sizes 7“ - 17“ 19“- 28“
- 10. Cross-platform availability has become a major requirement for digital services 10
- 11. New touch interfaces and control concepts are the two sides of the same coin 11
- 12. Verschiedenste Bildschirmgrößen und Geräte. Mit Touch-Bedienung auch für große Bildschirmflächen 12
- 13. User´s expect content parity but optimized for mobile usage 36% 64%of those expect the same content like on the desktop website 14-19 years old Smartphone user Tablet user of all users worry about not mobil-optimized pages 58% 59% 49% 85% 81% 76% Source: Karen McGrane, Mobile Content Strategy , 2011 14-19 years old Smartphone user Tablet user
- 14. Mobile devices: new influencing factors on digital services 14 01 02 03 04 iOS & Android? Retina Display? Touch & Swipe? Different devices Different places Different Activities Different Connections At Home? Office? On the road Social Media? Gaming? PC-Replacement? WLAN? Mobiles Netz? Offline?
- 15. Cross-platform availability has become a major requirement for digital services 15
- 16. Used at office Used outdoors Used at home Used on immediate demand Connected to wired internet Connected to mobile network Connected to WiFi Connected to mobile network High speed connection +++ Instable connectivity ++ High speed connection +++ More instable connectivity + Pointer device Touchpad input Finger touch input Finger touch input Accessing websites is also challenged by differing connectivity and control concepts. 16 (most prominent cases illustrated)
- 17. Experience roaming becomes a major advantage in corporate communication USER WEBSITEVIDEOSOCIAL “App” / Functionalites
- 18. Universal Availability of Corporate Content Access to content via all given screens - mobile & stationary! 18 Cross-Channel Usage Diverse Usage Scenarios Efficient SEO View Switching without contextual loss Campaigns/ Landing Pages/ Communication Reducing complexity in terms of editorial efforts Comprehensive URL-Concepts Extremely important for….
- 19. The initial situation was not able to serve the needs of a multi-device world
- 20. The development of multi-device strategies helps to find a suitable approach
- 21. ?Which option to choose for which project Mobile Website ? Responsive ? ? ? ? ? ? Apps ?
- 22. At Aperto we developed a common understanding trough all disciplines Responsive Webdesign Adaptive Device Templates Native Apps
- 23. Furthermore we eleborated different implementation strategies and criterias Responsive Webdesign Adaptive Device Templates Native Apps
- 24. Aperto classified three different mobile implementation options 24 Responsive Web Design Adaptive Web Design Device Templates OS und App StoresAdaption to screen size Native Apps
- 25. Responsive Webdesign Desktop Apps Apps and Hybrid-Apps Apps and Hybrid-Apps Adaptive Device Templates Single pages / Modules Adaptive Device Templates Single pages / Modules Responsive Webdesign Responsive Webdesign Adaptive Device Templates Responsive or AdaptiveTemplates The key to success is the combination of different strategies
- 26. The way EADS goes … 26
- 27. HTML- page 1 1 page in CMS HTML- page 3 HTML- page 2 27 One CMS, one single entry of the content and display through optimized adaptive templates
- 28. We suggest to serve desktop and tablet with a responsive site 28 HTML- page 1 1 page in CMS HTML- page 2
- 29. Also a smart combination of responsive code and specific templates for mobile is possible 29 1 responsive HTML-Code 1 page in CMS Single pages
- 30. The goal: Delivering the EADS content tailored to devices and target groups 30 Magnolia-powered Mobile App of the year 2012 Up To Planet iOS App Investor Relations iOS App Desktop / Tablet Website
- 31. 31 The responsive layout serves the “bigger” screens. § From desktop screen to iPad Mini § Smooth adaption § Clear rules on behaviour of content § Work in progress: only the Investor Relations landing page is “responsive”
- 32. Adaptive HTML 5 templates serves the needs of the smartphone user § Specialized HTML5 mobile templates based on jQueryMobile Framework § Full focus on UX-needs of smartphone users § Focus on current smartphone generation § Content parity across all device classes
- 33. IR iPad App § Designed for specific target groups § Deliverance of CMS content in an alternative manner with focus on customiziation § Usage of native functionalities to generate added value § Free editable widgets § Offline Mode § Portrait/Landscape
- 34. How to serve CMS content to a native Ipad app?
- 35. API Build a smart Export API Website DMS Data - Contacts - Keywords - ... Media
- 36. Build a smart export API § Reusable for future features § Output format: JSON § Generic for all static content § Individual for dynamic content § Works page-based § UUIDs to identify content § High performance API App 2 App 3
- 37. C O P E
- 38. C = Content O = Once P = Publish E = Everywhere
- 39. Our cross-device approach based on a COPE ready CMS Editors create content once API Tablet / Desktop Mobile Magnolia CMS ONE content source for all relevant channels IR iPad App Up To Planet App
- 40. 40 01 Develop a customized multi- device strategy 02 Use one content source to serve all channels 03 Make your web estate ready for a multi- and cross- device world 04 Develop native apps with ADDED VALUE for dedicated target groups Take Aways …be prepared …reduce costs
- 41. How many devices do you use? Adriano Bezerra-Delaunay, Teamlead Consulting [email protected] Rainer Blumenthal, Senior IT Manager [email protected]
- 42. Copyright © Aperto AG Alle Erkenntnisse, Unterlagen und Methoden, die Aperto bei den vorgelegten Konzepten erarbeitet hat, bleiben ausschließlich geistiges Eigentum von Aperto. Die Auswertung der vorgestellten Werke in Form von Ideen, Texten, grafischen Arbeiten, Planungen, Fotos, Bild- & Tonmaterial und/oder anderen Speichermedien, die mit diesem Konzept zur Verfügung gestellt werden, ist ausdrücklich auf die Verwirklichung des Konzepts mit Aperto beschränkt. Die Nutzung ist nur frei im Rahmen eines Vertrages mit den Schöpfern und seiner Erfüllung. Nur für den Fall, dass ein Vertrag mit den Schöpfern und/oder den Auswertungsberechtigten zustande kommt, werden Nutzungsrechte eingeräumt. Dann bestimmt sich je nach Verwendungszweck der räumliche, zeitliche und inhaltliche Umfang des Nutzungsrechts sowie die eingeräumte Nutzungsart. Eine von diesen Bedingungen abweichende Auswertung und/oder Nutzung - ganz oder in Auszügen - sowie die Weitergabe an Dritte stellt eine Urheberrechtsverletzung mit allen rechtlichen Folgen dar. ©© Please note