D1 14.30 EM 04 Mobile Throwdown Battle Between Native Hybrid and the Web 140514 PFv3
May 14-15, 2014 | ICC ExCel, London Learn more at summit.adobe.com/emea #AdobeSummit
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
@Aeroid
Mobile Throwdown: Battle Between Native, Hybrid, and the Web Gunnar Klauberg | Senior Product Marketing Manager, Adobe
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
@Aeroid
Customers remember the experience, not the technology.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3
#AdobeSummit
@Aeroid
Gunnar Klauberg Senior Product Marketing Manager, Adobe @aeroid
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
4
#AdobeSummit
@Aeroid
Keys to a Successful Mobile Strategy
1
2
3
Deliver unique value to your customer at each mobile touchpoint
Measure success using value-based metrics (not just revenue)
Make smart, sustainable technology decisions
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
5
#AdobeSummit
@Aeroid
Go HERE, do THIS, and you could WIN!
Download the App Every Session
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Give us feedback
Win a MeCam
Win an iPad Air
Just hit the survey button
Eight to win
Complete 8 surveys to enter the prize draw
It takes less than a minute
Record every minute
6
#AdobeSummit
@Aeroid
How to deliver unique value?
Across channels
On mobile web
Know the journey.
Know the job.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
7
In mobile apps
Squeeze the juice.
#AdobeSummit
@Aeroid
Think outside the silo
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
8
#AdobeSummit
@Aeroid
Understand how mobile fits into the bigger picture
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
9
#AdobeSummit
@Aeroid
Remember, your customers are unique
10
How to deliver unique value?
Across channels
On mobile web
Know the journey.
Know the job.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
11
In mobile apps
Squeeze the juice.
#AdobeSummit
@Aeroid
Customers have little patience on mobile web
33% of mobile shoppers defect to a competitor after a negative user experience …
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
12
#AdobeSummit
@Aeroid
Help customers get the job done Is this job different from the jobs on the web? Check-In
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Find Recipes
13
Consume Content
#AdobeSummit
@Aeroid
How to deliver unique value?
Across channels
On mobile web
Know the journey.
Know the job.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
14
In mobile apps
Squeeze the juice.
#AdobeSummit
@Aeroid
Squeeze the “juice” to solve customer pain points
• • • • • • • •
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
15
Location Stored preferences Camera Accelerometer Contacts Notifications Compass Speed #AdobeSummit
@Aeroid
Leverage the camera to deposit a check
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Use location for a tailored in-store experience
16
Customize using stored preferences
#AdobeSummit
@Aeroid
Otherwise, you’re app is just one in a million
1,000,000 + in appstore
40 on a user’s phone
10 used daily © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
17
#AdobeSummit
@Aeroid
2 Measure success using value-based metrics (not just revenue)
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
18
#AdobeSummit
@Aeroid
Mobile cannot solve all problems
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
19
#AdobeSummit
@Aeroid
Choose meaningful metrics of success
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
20
Engagement?
Loyalty?
Customer satisfaction?
Productivity?
Net promoter score?
Revenue?
#AdobeSummit
@Aeroid
3 Make smart, sustainable technology decisions
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
21
#AdobeSummit
@Aeroid
Decisions, Decisions, Decisions…
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
22
#AdobeSummit
@Aeroid
Responsive Design
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Web Sites
23
Mobile Apps
#AdobeSummit
@Aeroid
Responsive – one site for all screens
Benefits of Responsive Broadest market reach One consistent experience One authoring experience One code base One development team Reachable via search engines
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
24
#AdobeSummit
@Aeroid
Mobile Web Site – dedicated mobile experience
Benefits of an Adaptive Mobile Site Can be a subset of desktop functionality They perform different top jobs No download and always up to date Broader reach than a native app Can cost less than re-working desktop Share content with desktop Shared dev. team/skills as desktop Can make mobile only changes
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
25
#AdobeSummit
@Aeroid
Mobile Apps – customer engagement
Benefits of a Mobile App Rich engagement UX & Performance Offline Usage Monetize via App Stores Device Integration “Juice”: GPS – exact location of power outage Camera – picture of a downed power line Push – notification when the power comes back on © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
26
#AdobeSummit
@Aeroid
Mobile Apps – economically challenging
Codebase A
Codebase B
Codebase C
Codebase D
Team A
Team B
Team C
Team D
Release cycle A
Release cycle B
Release cycle C
Release cycle D
Budget A
Budget B
Budget C
Budget D
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
27
#AdobeSummit
@Aeroid
Mobile Apps – hybrid brings economics into cross platform
Single Codebase of web goodness
PhoneGap Build
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
App Stores
28
#AdobeSummit
@Aeroid
Mobile App: Hybrid – consider…
Web editors can update app content…instantly Access to most native device features UX tradeoff can be minimal – consider your market Performance tradeoff can be minimal Significantly less cost than pure native One code base for all platforms Leverage same web development team
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
29
#AdobeSummit
@Aeroid
Mobile App: Hybrid - same authoring experience
Leverage drag and drop to update apps
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Preview & publish directly to the customer’s device
30
#AdobeSummit
@Aeroid
Recommendations with Adobe Experience Manager Responsive Design
AEM Sites
Mobile Web Sites
Mobile Apps
AEM Apps or AEM Sites + custom API
AEM Sites + Mobile
One size does not fit all Combine approaches as needed © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
31
#AdobeSummit
@Aeroid
Manage the entire customer journey from AEM
Acquire customers
Desktop Web
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Generate reach
Build loyalty
Mobile Web & E-mail
Mobile Apps
32
#AdobeSummit
@Aeroid
Customers remember the experience, not the technology.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
33
#AdobeSummit
@Aeroid
Call to Action
Get more on AEM mobile:
1 | Get your teams out of the silos to understand the entire customer journey
2 | Know the top jobs for mobile web and leverage the “juice” in mobile apps
3 | There is no one size fits all technology option. adobe.ly/1jkaW1c
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
34
#AdobeSummit
@Aeroid
Questions and Answers
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
35
#AdobeSummit
@Aeroid
Go HERE, do THIS, and you could WIN!
Download the App Every Session
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Give us feedback
Win a MeCam
Win an iPad Air
Just hit the survey button
Eight to win
Complete 8 surveys to enter the prize draw
It takes less than a minute
Record every minute
#AdobeSummit
@Aeroid
Gunnar Klauberg [email protected] Twitter: @aeroid
Take the survey, please! (“surveys” section of mobile app)
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
37
#AdobeSummit
@Aeroid
May 14-15, 2014 | ICC ExCel, London Learn more at summit.adobe.com/emea #AdobeSummit
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
@Aeroid
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
@Aeroid
Mobile Throwdown: Battle Between Native, Hybrid, and the Web Gunnar Klauberg | Senior Product Marketing Manager, Adobe
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
@Aeroid
Customers remember the experience, not the technology.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3
#AdobeSummit
@Aeroid
Gunnar Klauberg Senior Product Marketing Manager, Adobe @aeroid
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
4
#AdobeSummit
@Aeroid
Keys to a Successful Mobile Strategy
1
2
3
Deliver unique value to your customer at each mobile touchpoint
Measure success using value-based metrics (not just revenue)
Make smart, sustainable technology decisions
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
5
#AdobeSummit
@Aeroid
Go HERE, do THIS, and you could WIN!
Download the App Every Session
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Give us feedback
Win a MeCam
Win an iPad Air
Just hit the survey button
Eight to win
Complete 8 surveys to enter the prize draw
It takes less than a minute
Record every minute
6
#AdobeSummit
@Aeroid
How to deliver unique value?
Across channels
On mobile web
Know the journey.
Know the job.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
7
In mobile apps
Squeeze the juice.
#AdobeSummit
@Aeroid
Think outside the silo
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
8
#AdobeSummit
@Aeroid
Understand how mobile fits into the bigger picture
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
9
#AdobeSummit
@Aeroid
Remember, your customers are unique
10
How to deliver unique value?
Across channels
On mobile web
Know the journey.
Know the job.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
11
In mobile apps
Squeeze the juice.
#AdobeSummit
@Aeroid
Customers have little patience on mobile web
33% of mobile shoppers defect to a competitor after a negative user experience …
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
12
#AdobeSummit
@Aeroid
Help customers get the job done Is this job different from the jobs on the web? Check-In
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Find Recipes
13
Consume Content
#AdobeSummit
@Aeroid
How to deliver unique value?
Across channels
On mobile web
Know the journey.
Know the job.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
14
In mobile apps
Squeeze the juice.
#AdobeSummit
@Aeroid
Squeeze the “juice” to solve customer pain points
• • • • • • • •
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
15
Location Stored preferences Camera Accelerometer Contacts Notifications Compass Speed #AdobeSummit
@Aeroid
Leverage the camera to deposit a check
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Use location for a tailored in-store experience
16
Customize using stored preferences
#AdobeSummit
@Aeroid
Otherwise, you’re app is just one in a million
1,000,000 + in appstore
40 on a user’s phone
10 used daily © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
17
#AdobeSummit
@Aeroid
2 Measure success using value-based metrics (not just revenue)
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
18
#AdobeSummit
@Aeroid
Mobile cannot solve all problems
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
19
#AdobeSummit
@Aeroid
Choose meaningful metrics of success
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
20
Engagement?
Loyalty?
Customer satisfaction?
Productivity?
Net promoter score?
Revenue?
#AdobeSummit
@Aeroid
3 Make smart, sustainable technology decisions
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
21
#AdobeSummit
@Aeroid
Decisions, Decisions, Decisions…
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
22
#AdobeSummit
@Aeroid
Responsive Design
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Web Sites
23
Mobile Apps
#AdobeSummit
@Aeroid
Responsive – one site for all screens
Benefits of Responsive Broadest market reach One consistent experience One authoring experience One code base One development team Reachable via search engines
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
24
#AdobeSummit
@Aeroid
Mobile Web Site – dedicated mobile experience
Benefits of an Adaptive Mobile Site Can be a subset of desktop functionality They perform different top jobs No download and always up to date Broader reach than a native app Can cost less than re-working desktop Share content with desktop Shared dev. team/skills as desktop Can make mobile only changes
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
25
#AdobeSummit
@Aeroid
Mobile Apps – customer engagement
Benefits of a Mobile App Rich engagement UX & Performance Offline Usage Monetize via App Stores Device Integration “Juice”: GPS – exact location of power outage Camera – picture of a downed power line Push – notification when the power comes back on © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
26
#AdobeSummit
@Aeroid
Mobile Apps – economically challenging
Codebase A
Codebase B
Codebase C
Codebase D
Team A
Team B
Team C
Team D
Release cycle A
Release cycle B
Release cycle C
Release cycle D
Budget A
Budget B
Budget C
Budget D
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
27
#AdobeSummit
@Aeroid
Mobile Apps – hybrid brings economics into cross platform
Single Codebase of web goodness
PhoneGap Build
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
App Stores
28
#AdobeSummit
@Aeroid
Mobile App: Hybrid – consider…
Web editors can update app content…instantly Access to most native device features UX tradeoff can be minimal – consider your market Performance tradeoff can be minimal Significantly less cost than pure native One code base for all platforms Leverage same web development team
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
29
#AdobeSummit
@Aeroid
Mobile App: Hybrid - same authoring experience
Leverage drag and drop to update apps
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Preview & publish directly to the customer’s device
30
#AdobeSummit
@Aeroid
Recommendations with Adobe Experience Manager Responsive Design
AEM Sites
Mobile Web Sites
Mobile Apps
AEM Apps or AEM Sites + custom API
AEM Sites + Mobile
One size does not fit all Combine approaches as needed © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
31
#AdobeSummit
@Aeroid
Manage the entire customer journey from AEM
Acquire customers
Desktop Web
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Generate reach
Build loyalty
Mobile Web & E-mail
Mobile Apps
32
#AdobeSummit
@Aeroid
Customers remember the experience, not the technology.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
33
#AdobeSummit
@Aeroid
Call to Action
Get more on AEM mobile:
1 | Get your teams out of the silos to understand the entire customer journey
2 | Know the top jobs for mobile web and leverage the “juice” in mobile apps
3 | There is no one size fits all technology option. adobe.ly/1jkaW1c
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
34
#AdobeSummit
@Aeroid
Questions and Answers
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
35
#AdobeSummit
@Aeroid
Go HERE, do THIS, and you could WIN!
Download the App Every Session
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Give us feedback
Win a MeCam
Win an iPad Air
Just hit the survey button
Eight to win
Complete 8 surveys to enter the prize draw
It takes less than a minute
Record every minute
#AdobeSummit
@Aeroid
Gunnar Klauberg [email protected] Twitter: @aeroid
Take the survey, please! (“surveys” section of mobile app)
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
37
#AdobeSummit
@Aeroid
May 14-15, 2014 | ICC ExCel, London Learn more at summit.adobe.com/emea #AdobeSummit
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
@Aeroid
