111012 next media think tank hh heiko scherer responsive design thinking
TRANSCRIPT
clapp. powering your mobile strategy
Responsive Design ThinkingNext Media Think Tank - Hamburg, 10.10.2012
Beyond paper? Beyond PC!
everything else was ‘not mobile’...
full-sized keyboard
comfy chair
focused user
work surface
environment
privacy
unlimited data
reliable power source
reliable network
http://www.flickr.com/photos/fuzzcat/22019163
Das „Internet“ wie wir es kannten..
http://www.flickr.com/photos/anap/2878165366
turned on its head...this context has been..wird gerade auf
den Kopf gestellt!
Denis Waren (NYT): „The user is likely to read the Times on a tablet in the morning and in the evenings..“
„...and to use their phone as an “interstitial” news device during the day.“
News Brand Loyalty
63%
Desktop/Laptop
30%Smartphone
Tablet PC
25%
Cross Platform!
Source: The Future of Mobile News – A PEJ Infographic, September 2012
Nicht nur iPhones..
Device FragmentationBehold: The New Tower of Babel!
Android Device Market
128x160
320x480
480x800
240x320
1024x7681280x768
what isn’t...Screen Sizes
Different Resolutions and..
Responsive DesignProgressive Enhancement
The Boston Globe
480x Mobile Landcape
320x Mobile Portrait
960x Laptop Browser
600x Tablet Portrait
768x Tablet Landscape
Quartz.com
“It sounds sort of silly to say this, but anyone can navigate directly to any of our stories. You can’t do that in the app store world.”Zachary Steward
Business Benefits
• Kontinutität, Einheitlichkeit und Offenheit
• Geringerer Entwicklungsaufwand
• Kostenvorteile und Geschwindigkeit
• Unabhängigkeit von Plattformen (Apple, Google, Amazon)
Business Problems• HTML5 noch längst nicht ausgereift..
• Einschränkung Features und User Experience
• Ad Sales Formate und Technologie
• Build once - debug everywhere!?
• Die übliche „Internet-Payment-Hürde“
Multi-Platform-User
Einmal kaufen - über all Lesenincl. „Whisper Sync“
"Hardware becomes irrelevant soon" - Jeff Bezos
Kohärenz Screen Sharing
Übertragung Ergänzung/2nd Screen Simultanität
Synchronisierung
From Ownership to Access
Pay once! Play on anything! Play everywhere!Play everything!Share with everyone!
Kostenlos Y EUR Z EURX EUR
?
Ein Inhalt, X-Produkte
Ein Service, ein Preise
Personalisierung
Synchronisierung
SameContent
DifferentContext
Danke für die Aufmerksamkeit!
clapp. powering your mobile strategy
clapp mobile GmbHWiener Str. 3510999 Berlin+49 (0) 30 610 73 148+49 (0) 174 180 5909skype: [email protected]; www.clapp.de