eads - corporate communications in a multi device world
DESCRIPTION
This presentation was given at Magnolia Conference 2013 by Adriano Bezerra-Delaunay, Teamlead Consulting at Aperto and Rainer Blumenthal, Senior IT Manager at Aperto: http://www.aperto.de. The aim of this presentation is to demonstrate how enterprise content can be published seamlessly via a wide range of mobile devices based on Magnolia CMS. Aperto will demonstrate the development of the project by explaining how a simple desktop-site turned into to a future-proof and channel optimized experience. COPE = Content Once Publish Everywhere … a smooth way for cost-efficient content management implementing Magnolia CMS. Furthermore Aperto will illustrate how to combine different mobile implementation strategies in order to use all device channels most effectively.TRANSCRIPT
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EADS – Corporate Communication in a Multi Device World
??Rainer = technical guy Adriano = mobile guy
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 EurosAnticipated turnover 2013
300Heads at Presentand growing steadily and soundly
1st Place
HORIZONT Ranking 2012, Aperto with a 58% share of digital services
Top 33
Aperto: Partner for the Digital Age.Providing all diciplines for successful communication and more.
BrandStrategy
Public Relations
Print, TV, POS, Events
Mobile & Apps
Online Marketing
Web Experiences
Web Analytics
CMSMobilePortals & eCommerce
Online Marketing
Aperto: Proven technology for our clients
Social Media Monitoring Newsletter SEO
EADS.com – Facts
100+
editors
12tenants
9languages
20.000+
pages
EADS.com – Features
30+Templates
SAP HR Integration
Mobile channel +Export API
Many individual enhancements
The digital ecosystems are changing.
Mobile web usage increased last year over 40 % in Germany
2009 2010 2011 2012 20130%
5%
10%
15%
20%
25%
30%
35%
40%
45%
fewer
min. once per month
min. once per week
daily
Basis: Deutsche Onlinenutzer ab 14 JahrenPercentace of German online users which use mobile internet
Quelle: ARD/ZDF Onlinestudie
10
A variety of devices with various screen sizes & different performance requestsThe Problem: Screen Fragmentation and differing performance
Challenge: Creating one coherent design for all device sizes
7“ - 17“
19“- 28“
Cross-platform availability has become a major requirement for digital services
11
New touch interfaces and control concepts are the two sides of the same coin
12
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 oldSmartphone 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 oldSmartphone user Tablet user
Experience roaming becomes a major advantage in corporate communication
USER
WEBSITEVIDEOSOCIAL “App” / Functionalites
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Mobile devices: new influencing factors on digital services
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?
The initial situation was not able to serve the needs of a multi-device world
!!The development of multi-device strategies helps to find a suitable approach
?Which option to choose for which project
MobileWebsite
?Responsive
?
?
?
??
? Apps
?
At Aperto we developed a common understanding trough all disciplines
ResponsiveWebdesign
Adaptive Device Templates Native Apps
Furthermore we eleborated different implementation strategies and criterias
ResponsiveWebdesign
Adaptive Device Templates Native Apps
Aperto classified three different mobile implementation options
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Responsive Web Design Adaptive Web Design
Device Templates OS und App StoresAdaption to screen size
Native Apps
Aperto classified three different mobile implementation options
22
ResponsiveAdaption to screen size
1
Adaptive Web DesignMobile HTML5 templates
Aperto classified three different mobile implementation options
23
2
Aperto classified three different mobile implementation options
24
Native AppsOS and App Store
3
Responsive Webdesign
Desktop AppsApps and
Hybrid-AppsApps and
Hybrid-Apps
Adaptive Device TemplatesSingle pages / Modules
Adaptive Device TemplatesSingle pages / Modules
Responsive Webdesign
Responsive Webdesign
Adaptive Device Templates
Responsive or AdaptiveTemplates
The key to success is the combination of different strategies
Responsive Webdesign
Desktop AppsApps and
Hybrid-AppsApps and
Hybrid-Apps
Adaptive Device TemplatesSingle pages / Modules
Adaptive Device TemplatesSingle pages / Modules
Responsive Webdesign
Responsive Webdesign
Adaptive Device Templates
Responsive or AdaptiveTemplates
The way EADS goes …
HTML-page 1
1 page in CMS
HTML-page 3
HTML-page 2
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One CMS, one single entry of the content and display through optimized adaptive templates
We suggest to serve desktop and tablet with a responsive site
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HTML-page 1
1 page in CMS
HTML-page 2
Also a smart combination of responsive code and specific templates for mobile is possible
29
1 responsive HTML-Code
1 page in CMS
Singlepages
30
The goal: Delivering the EADS content tailored to devices and target groups
Magnolia-powered Mobile App of the year 2012
Up To Planet iOS App
Investor Relations iOS App
Desktop / Tablet Website
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The responsive layout serves the “bigger” screens.
From desktop screen to iPad MiniSmooth adaptionClear rules on behaviour of contentWork in progress: only the Investor Relations landing page is “responsive”
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
IR iPad App
Designed for specific target groups
Deliverance of CMS content with focus on customiziation
Usage of native free editable widgets
How to serve CMS content to a native iPad app?
Build a smart export API
Reusable for future features
Mobile 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
Conte
nt
C O P E
C = ContentO = OnceP = PublishE = Everywhere
Our cross-device approach based on a COPE ready CMS
Editors create content once
API
Tablet / DesktopMobile
Magnolia CMSONE content source for all relevant channels
IR iPad App Up To Planet App
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01Develop a customized multi-device strategy
02Use one content source to serve all channels
03Make your web estate ready for a multi- and cross-device world
04Develop native apps with ADDED VALUE for dedicated target groups
Take Aways
…be prepared …reduce costs …do it …create value
!!How many devices do you use?
Adriano Bezerra-Delaunay, Teamlead Consulting
Rainer Blumenthal, Senior IT Manager
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.
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