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M-Days 2012 Stephan Haux Director Product Management Netbiscuits GmbH Blog by Messe Frankfurt for the Digital Business: http://connected.messefrankfurt.com/en/

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  • 1. DenMultiDeviceKonsumenten zufriedenstellen StephanHaux DirectorProductManagement NetbiscuitsGmbHFebruary9,2012 NetbiscuitsGmbH2011 1

2. MehralsnurDesignerforderlich StephanHaux DirectorProductManagement NetbiscuitsGmbHFebruary9,2012 NetbiscuitsGmbH2011 2 3. TelefoneberholenPCsFebruary9,2012 NetbiscuitsGmbH2011 3 4. WievielsufenSmartphoneBesitzer?February9,2012 NetbiscuitsGmbH2011 4 5. Thehyperconnectedconsumeroftodayhaslittlepatienceforclutterornoise.Hissmartphoneisthecompasswithwhichheengagestheworld,thepersistentinterfacethatguideshimthroughtheeverevolvingdigitallandscape.Howthen,asmarketers,doweevolveinordertonotonlykeeppacewiththemobilerevolution,butalsotoutilizeitasintended? Jan2012:http://mashable.com/2012/01/23/mobilemarketingflaws/February9,2012 NetbiscuitsGmbH20115 6. February9,2012 NetbiscuitsGmbH2011 6 7. 1.Falle:IstdochallesWeb/HTML/. February9,2012 NetbiscuitsGmbH2011 7 8. 1.Falle:IstdochallesWeb/HTML/.UnterschtzenderEinzigartigkeitmobilerMedienFebruary9,2012 NetbiscuitsGmbH2011 8 9. NiemandstehtmitdemLaptopimLadenFebruary9,2012 NetbiscuitsGmbH2011 9 10. 2.Falle:LaufenistnichtSitzenMobileKonsumentennichtwiesitzendePCSurferbehandelnFebruary9,2012 NetbiscuitsGmbH2011 10 11. 3.Falle:DieStrkedesAugenblicksversumtWarumSpecialApps(undWebseiten)nichtfunktionierenFebruary9,2012 NetbiscuitsGmbH2011 11 12. 3.Falle:DieStrkedesAugenblicksversumtSmartphonesmachendasInternetzumBegleiterimAlltag StationresWeb UngeteilteAufmerksamkeit KonzentrierteNutzung Animationmu ausdemWebselberkommen Wennichschonmaldransitze Mobil Insellsungenfunktionierennicht EinesvonvielenEindrcken AnlasszumSurfenjenseitsdesInternet Schnellan SchnellausFebruary9,2012 NetbiscuitsGmbH201112 13. 4.Falle:MonologstattDialog DialogistnichtnurWorteundMenschenFebruary9,2012 NetbiscuitsGmbH2011 13 14. 5.Falle:NehmenstattGeben WebistvollvonFormularen MarketingKampagnensammelnEMailsoderFreunde oderFans damitmankommunizierenkann. Cookies,SocialGraphundProfileverlangen/sammelnvielInformation,um hufigwenigAntwortenzugeben.February9,2012 NetbiscuitsGmbH2011 14 15. BesserMachenFebruary9,2012 NetbiscuitsGmbH2011 15 16. Alltag AUFWACHENFRHSTCKEN February9,2012 NetbiscuitsGmbH2011 16 17. Alltag UNTERWEGSVORMITTAGSPAUSE February9,2012 NetbiscuitsGmbH2011 17 18. Alltag MITTAGSPAUSEKAFFEPAUSE February9,2012 NetbiscuitsGmbH2011 18 19. AlltagZUHAUSEWECKERSTELLEN February9,2012 NetbiscuitsGmbH201119 20. Zusammenfassung HandaufsHerz:Nur12MalproTag online? NutzungnachVerfgbarkeitund Situation TglicheSurfzeit:3,4Stunden 2,7 davonirgendwiesocializing (Land:USA) Tablet+SmartphonebilligeralsLaptopFebruary9,2012 NetbiscuitsGmbH201120 21. February9,2012 NetbiscuitsGmbH2011 21 22. MobileWebConsiderations Challenges,Problems,Devices,ThoughtsFebruary9,2012 NetbiscuitsGmbH2012 22 23. LayoutParadigm:Stack Positionsoflayoutcontainersarechangeddependedonorientationorformfactor FunctionalityremainsunchangedFebruary9,2012 NetbiscuitsGmbH2012 23 24. LayoutParadigm:Stretch&Collapsible Contentisstretchedbetweenportraitandlandscapemode IndividualItemsreducedindependentlytoaminimum February9,2012 NetbiscuitsGmbH201224 25. LayoutParadigm:Show&Hide LayoutContainerbecomesvisibleifdeviceisturnedfromlandscapetoportraitandviceversa InportraitmodehiddenelementscanbemadevisibleviabuttonFebruary9,2012 NetbiscuitsGmbH2012 25 26. TodaysApproachestoMobileDesign Name Coreprinciple Content Resolution ContextPerformance ProsCons Deviceadaptation independe InspectionDBreq.nceResponsiveServesame NoYesNo Good GoodtechniqueformakingInefficientimageNodesign HTMLtoeverysitelessdependenton handling device. browserresolutionAchievesresolution independenceonly flexiblegrid Nocontextdriven mediaqueries adaptation flexibleimagesProgressive Servebase Yes YesYesBadFulladaptationpossible NoHighEnd NoenhancementHTMLtodevice, functionality,look&feel useJavaScriptto possible buildup Contentadaptation functionalityasonlyonclient faraspossible HardtomaintainServerside Alllogicon Yes YesNo Limitedonlybyserver Fulladaptationpossible Devicedetectionlibrary Yesadaptation server,clientperformance Finegrainedcontrols required(usually receivesonly commercial) whatisrequired(TACTILE+ UsedeviceYes YesYesGood Fulladaptationpossible Devicedetectionlibrary Yesdetectionto Allclientsgetinitial Utilizeclientside requiredNBPlatf.) serveinitial pagequicklybutadaptation Complex=Hybrid devicesensitivesubsequent(e.g.configsettings,real HTMLpayload, enhancementmay timedata)toaddto useclientside imposedelays experience progressive dependendonweb Canbeusedtoovercome enhancementtoappHTML5fragmentation buildup09.02.2012 2010NetbiscuitsGmbHFolie26 27. WhyadaptationbeginsontheServer Allthats on happen retheserv ng se n d i before ient.clittothe09.02.2012 2010NetbiscuitsGmbH Folie27 28. LayoutsdifferSmartphoneSpaghettitoTabletLayoutsFebruary9,2012 NetbiscuitsGmbH2012 28 29. CrossDeviceDesignandFlowsSplit Transform Overlays(Hide)February9,2012 NetbiscuitsGmbH2012 29 30. February9,2012DistinctHardwarecapabilitiesSoftware&Contentcapab.secondaryEvolutionofDeviceCategoriesDistinctDevicesevolvedtoaConnectedContinuum NetbiscuitsGmbH2012ContinousSoftware&ContentcapabilitiesHardwarecapab.secondary30 31. Waskommt?&Wasmachen?Waskommt? DiemobileWeltbleibtinBewegung NeueGerte&Gerteklassen UnbekannteAnforderungen&BenutzergruppenWasmachen? MobileFirst Now InmultiplenBildschirmgrendenken Design&BusinessLogikentkoppelnFebruary9,2012 NetbiscuitsGmbH2011 31 32. Einladung:TactileOpenBetaNetbiscuitsMultiDeviceFrameworkhttp://www.netbiscuits.com/tactileopenbetaFebruary9,2012 NetbiscuitsGmbH2011 32 33. MobileFirst StephanHaux N>1Bildschirmgren +491752234652 s.haux@netbiscuits.com Gerte&OSbergreifend Twitter:sthaux SmartDevelopmentDesignstattCode SeeyouatourMobileWebSite m.netbiscuits.comFebruary9,2012 NetbiscuitsGmbH201133

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