Today’s consumers expect more from brands on mobile. Consumers love fast, simple and

personalized experiences, especially when connecting with brands on their smartphones.

This creates an opportunity for brands to take a different approach to mobile that can lead

to better engagement.

The key to effective engagement is to produce a Next-Generation Mobile experience for

customers, which includes five characteristics:

�� Best-in-class UX to streamline task completion and improve speed.

�� Advanced social share functionality and integrated social feeds.

�� Personalization through in-browser push notifications and mobile-specific lists.

�� Optimized check-out with mobile payments.

�� Support local promotions or events with mobile-only content

(e.g., mobile pop-up stores), using U-Control.

DEEP-DIVE ON NEXT-GENERATION MOBILE WEB FEATURES:

NEXT GENERATION MOBILE WEB

Delivering business,

brand and user benefits

through Next

Generation Mobile

STREAMLINED CRITICAL USER JOURNEYS THAT EASE THE PATH TO PURCHASE OR TASK COMPLETION

Harnessing our best-in-class UX best practices and user-centered approach, we create

a mobile experience with enhanced features enabling the user to accomplish more in

less time, from every page on the site:

�� The customer journey is rich in context, designed for touch-based browsing and

discovery, and every aspect has been optimized for speed, including check-out.

�� Mobile payments functionality (MasterCard MasterPass™ or Google Wallet Instant

Buy™) is available.

Usablenet // Next Generation Mobile Web — June 2013 pg. 1

By turning the phone into landscape

mode, users can discover additional

product information and shop directly

from the homepage.

Fleur du Mal’s home page makes it easy to do so

much more including viewing promotional content

and enabling quick access to all products.

PERSONALIZATION

�� Brands can deliver messages to users about products and services

through in-browser push notifications.

�� Through mobile-specific lists, consumers can save favorites, locations

and appointments without the need to log-in/create an account.

OPTIMIZED CHECK-OUT WITH MOBILE PAYMENTS

�� Mobile payments provide speed, security and simplicity on mobile,

giving consumers a choice of payment options on mobile.

�� Next-Gen Mobile sites from Usablenet can include mobile wallets

like MasterCard MasterPass™ or Google Wallet Instant Buy™, that

do not need prior desktop integration.

NEXT-GENERATION MOBILE WEB DELIVERS THE FOLLOWING BENEFITS:

�� Unique mobile experiences that are customer-focused and

context-based.

�� Best-in-class UX that increase engagement and improve results.

�� Clients have more marketing control to launch promotions and

campaigns easily, without the need for developer resources.

�� The site can be built and delivered within a 10-week implementation

timeframe and requiring limited client resources.

SUPPORT LOCAL PROMOTIONS OR EVENTS WITH MOBILE- ONLY CONTENT

�� First-of-its-kind functionality: Brands can use their mobile site

to support local events with mobile-only content. Effectively

this creates the ability to do mobile pop-up store promotions.

�� Through U-Control

(the publishing tool that

is part of the Usablenet

platform), clients have the

flexibility and control to

plan, manage and execute

promotions and marketing

campaigns on mobile,

without the need for

developer resources.

ADVANCED SOCIAL SHARE FUNCTIONALITY AND INTEGRATED SOCIAL FEEDS

�� Through social overlay, consumers can easily connect to their

Facebook, Pinterest, Twitter and email, and share and post

content from any page — without extra page loads.

�� The ability to do overlays

and make fewer page loads

is part of next-gen mobile

sites. Usablenet’s technology

seamlessly integrates social

network feeds into the site,

making for a smoother

browsing experience overall

and allowing customers to

access promotions and brand

information without the need

for additional page loads.

Luxury lingerie brand Fleur du Mal launched a Next-Gen Mobile site in May 2013 and is a great example of a Next-Gen site built on the Usablenet U-Experience platform.

Fleur du Mal’s mobile pop-up

site can deliver mobile-only

content to support events

anywhere in the world.

28 W. 23rd St., 6th Floor | New York, NY 10010 | e: contact@usablenet.com+1.212.965.5388 | www.usablenet.com | twitter: @usablenet

Usablenet // Next Generation Mobile Web — June 2013 pg. 2

Fleur du Mal’s site offers plenty

of social sharing options for

shoppers to share and post their

favorite items. Items can also be

easily added to ‘My love list’ to

be saved or purchased later.