Beyond the mobile web
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Transcript of Beyond the mobile web
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beyond the mobile web...
http://www.flickr.com/photos/puuikibeach/3991552331
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Part 1: Massive Change
http://www.flickr.com/photos/chadmagiera/265752353
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http://www.flickr.com/photos/armaggeusa/3176297283
The most profound technologies are those that disappear. They weave themselves into the fabric of everyday life until they are indistinguishable from it…. - Mark Weiser“
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http://www.flickr.com/photos/mcgraths/5332476357
There used to be a certain (old fashioned) logic to the way we interacted with people, places, and things.
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http://www.flickr.com/photos/ccacnorthlib/3554627364http://www.flickr.com/photos/scobleizer/3026517429
you went to a library. You wanted knowledge,
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http://www.flickr.com/photos/lordcolus/3271042499
You wanted to be social, you went to a club or cafe.
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http://www.flickr.com/photos/herry/3005310002
You wanted to consume, you went to a shop
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http://www.flickr.com/photos/robertsharp59/3749693084
These behaviours were imposed on us by culture, society, and plain old physics and geography.
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http://www.flickr.com/photos/dahlstroms/3444838707
Then internet came along...and things got a lot closer.
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http://www.flickr.com/photos/whatcouldgowrong/5320553588
internet was still “an activity”...but until recently, using the
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full-sized keyboard
comfy chair
focused user
work surface
environment
privacy
unlimited data
reliable power source
reliable network
with a fairly specific context
http://www.flickr.com/photos/fuzzcat/22019163
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http://www.flickr.com/photos/anap/2878165366
turned on its head...this context has been
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<historical interlude>
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One of the interesting estimates is that there are about 35 billion devices connected to the Internet. Soon, there will be so many that we’ll stop counting. - Eric Schmidt, Google“
http://www.flickr.com/photos/webtreatsetc/4860505549/
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*2010 estimates put the population over 6.8 billion inhabitants...
6.8 billion
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77%number of people with mobile devices
or 5.3 billion at the end of 2010 – U.N. Telecommunications Agency, http://www.itu.int
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free platformslow cost components
a perfect storm
http://www.flickr.com/photos/deks/697297227
+
=
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http://www.flickr.com/photos/oskay/3300199882
and a lot of disruption...
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http://www.flickr.com/photos/oskay/3300199882
http://casium.fr/component/kashyap/bc_detail/109 http://www.visionmobile.com/blog/2010/09/waking-the-dragon-the-rise-of-android-in-china-2/
and a lot of disruption...+
a free operating system (Android)dual core ARM 9 @ 416MHz2G GSM/EDGE2.8” QVGA resistive touch screen2MP cameraGPSWIFI and BlueTooth silicon
<$90 components + plastic case~4 weeks to market!
= Actions-Semi, MTK, TongXinDa , Rockchip...
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http://www.flickr.com/photos/tanj/4432327487
the smartphone of two years ago... the feature phone of today is
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http://www.flickr.com/photos/aturkus/255736909
things may change...
Do Not Anger the Alpha Androidhttp://www.businessweek.com/magazine/content/11_15/b4223041200216.htm
yet again
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http://www.flickr.com/photos/aturkus/255736909
“..events, threats and opportunities aren't justcoming at us faster or with less predictability;they are converging and influencing each otherto create entirely new situations.
These firsts-of-their-kind developmentsrequire unprecedented degrees of creativity.Captializing on Complexity - 2010 IBM CEO Study
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http://www.flickr.com/photos/misbehave/2352753067
</historical interlude>
...which brings us to the present
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We're in a world of one line of connectivity. That's us. You see...we don't have to "go" to the internet any more.Mitch Joel, TedX Montreal“
http://www.flickr.com/photos/misbehave/2352753067
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the internet is now an intricate part of our lives
http://www.flickr.com/photos/marksurman/3933656879
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chatting with friends in Boston...
scheduling a meeting in Melbourne...
re-charging in Hong Kong...
it’s now trivial (and commonplace) for peopleto 'be' in many places at once
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http://www.flickr.com/photos/tocaboca/5523598823
“For kids like my 13 year-old, the boundaries between the internet and life are so porous as to be meaningless.“ Comment on the Guardian web site
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...people reach for the internet using whatever device makes sense to them at that time
http://www.flickr.com/photos/ghewgill/5046616680
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...[the Kindle browser] is somewhat slow but it definitely works, in fact my teen daughter uses hers constantly...among other things she uses it to keep in touch with her friends.People discussing the Kindle browser on a message board
http://www.flickr.com/photos/ghewgill/5046616680
“
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http://www.flickr.com/photos/jcfrog/4692750598
...the mobile internet is more convenient than my home connection...say 30% of respondents - Yahoo/Nielsen Mobile Shopping PDF
“
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http://www.flickr.com/photos/williambrawley/4522648456
this is having a dramatic impact onour behaviour and our expectations...
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the traditional ‘short-activity-or-distraction’ mobile context is still valid...
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http://www.flickr.com/photos/missmeng/5327470961
80% use mobile during miscellaneous downtime...
Source: Compete quarterly smartphone report, Jan 2010
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http://www.flickr.com/photos/wonderdawg777/662293238
76% use mobile while waitingin line or for an appointment...
Source: Compete quarterly smartphone report, Jan 2010
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“http://www.flickr.com/photos/joi/2663605178
Just been picked up at the airport by a limo driver who looked me up on the Internet so he'd recognize me and have stuff to talk about. !!! http://twitter.com/tomcoates/status/51734242991947778
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but mobile is increasingly being combined with other activities...
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62% use mobile while watching TV
http://www.flickr.com/photos/bcmom/375125992Source: Compete quarterly smartphone report, Jan 2010
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69% use mobile for point of sale research while shopping
http://www.flickr.com/photos/lollaping/3327541574Source: Compete quarterly smartphone report, Jan 2010
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sometimes visit a site on mobile
...and follow up on the PC
59%
Source: Yahoo
mobile is also used to time-shift
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Source: Yahoo
visit a site on the PC
and follow-up on mobile
34%
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http://en.wikipedia.org/wiki/Piper_PA-46
...facilitating completion of larger tasks
“The most expensive item sold via eBay’s mobile app was a 1985 Piper PA-46-310P Malibu airplane for $265,000.“ src: Mashable
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http://www.flickr.com/photos/plagevinilosyadhesivosdecorativos/5549366513
and important life decisions...
“The largest purchase on the M&S mobile web site last Christmas was two sofas costing over £3000 ($5000)“ src: Marketing Week
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1.3 billionalready use the mobile internet
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...and for many, this is their only access point
USA 25%
Users who never or infrequently use the desktop web, Source: On Device Research, Dec 2010
UK 22%
India 59%
S. Africa 57%
Indonesia 44%
China 22%
Egypt 70%
Russia 19%
home ADSL~$100/mth,PAYG unlimited mobile data~$17/mth
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With current growth rates, Web access by peopleon the move—via laptops and smart mobile devices— is likely to exceed web access from desktop computers within the next five years.“
...or by 2015 - Source: ITU vis mobiThinking http://www.flickr.com/photos/whiteafrican/2938685296
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so ‘mobile’ is no longer just this...
http://www.flickr.com/photos/oimax/3800475934
limited aention
tedious input
simple?
distractions
public space
glanceable?
personal
one hand
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it’s now also this...full-sized keyboard
comfy chair
focused user
work surface
environment
privacy
unlimited data
reliable power source
reliable network
http://www.flickr.com/photos/othree/5224045406
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comfy chair
focused user
privacy
unlimited wi"?
reliable power source?
reliable network?
1hr train ride
or this...
two hands
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comfy chair
prone to interruptions
privacy
reliable power source
and maybe some of this?
http://www.flickr.com/photos/joeshlabotnik/2359224681
one hand
gravity
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http://www.flickr.com/photos/mattedgar/3724116027
or possibly this...
iPad 2 magnets are apparently strong
enough to ‘natively’ do this!
http://tumblr.topherhulett.com/post/3902283232/i-know-you-were-wondering-yes-the-magnets-in
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these new behaviours create a bit of a problem...
http://www.flickr.com/photos/barkbud/4914492619
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cues and guidelines that were important logical just a few years months ago are still useful...but no longer reliable
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http://www.flickr.com/photos/webtreatsetc/4860505549/
Context is King: circumstances or conditions that surround a person, place or thing. Content is of little value if it does not address the context of where you are. - Cameron Moll, SXSW, 2007“
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http://www.flickr.com/photos/webtreatsetc/4860505549/
Google (2007) breaks down mobile users into three behaviour groups:A. "Repetitive now"B. "Bored now"C. "Urgent now"
“
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http://www.flickr.com/photos/webtreatsetc/4860505549/
Mobile user: typically on the go in an unpredictable environment, interested in quick glanceable information, focused on discrete individual tasks, is often distracted.- Joe Marini @ MIX 2010
“
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now statements such as these are becoming far more common
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http://www.flickr.com/photos/webtreatsetc/4860505549/
i love it! nice and clean look, easy to navigate and easy to read. well done! but...can you put a bit more news on there? “
Source: Comments from readers regarding The Guardian’s new mobile web site
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http://www.flickr.com/photos/webtreatsetc/4860505549/
There should be a text only version of the (desktop) site for those of us who don't like the busyness of the main site.“
Source: User talking about his habit of using the mobile Guardian site on his PC
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http://www.flickr.com/photos/webtreatsetc/4860505549/
...the "Sorry, this article isn't yet available onthe mobile site" message was bloody annoying. Ended up having to install a browser that spoofs the user agent and renders the full desktop site.“
Source: User talking about his habits on the Guardian site
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http://www.flickr.com/photos/webtreatsetc/4860505549/Source: Mark Kirby, The mobile context
I’m definitely moving, I’m definitely in a car. I’m going to look at your website. This doesn’t mean my intent is to find an address, or quickly use a news site...
Context can’t predict the way a user is going to use the site. Mind reading is no way to base fundamental content decisions.
“
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How do we go about creating the next generation of content-rich, meaningful, usable, and interesting web sites, that are designed to operate in a generally smaller, more varied and far less predictable environment?
the problem space
http://www.flickr.com/photos/chelsea_nj/4223680604
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http://www.flickr.com/photos/adactio/932798536
Part 2: Beyond the mobile web
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...a few ideas from the yiibus
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http://www.flickr.com/photos/seo2/94216483
Idea 1: Loosen up
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control is now an illusion...
http://www.flickr.com/photos/dominicspics/3385403397
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there is too much diversity...
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data wants to move around...
http://www.flickr.com/photos/anniemole/5354202837
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http://www.flickr.com/photos/scobleizer/3044172251/
we’ve already set much of our content free...
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...we never really know
where it will end up
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spot the brand
brand presence(as we once knew it)
is disappearing
http://www.flickr.com/photos/alreadytaken/4944698902/
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the conversation isn’t even on our site any more...
...companies are increasingly questioning the need to have separate corporate sites when the bulk of interest and traffic from customers goes directly to their Facebook pages. - Thomas Crampton “
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...so why are we still obsessed with controlling each pixel on our web site?
PS - the Ubuntu style guidelines are actually quite lovely! Take a look...
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often at theexpense of access...
“I can’t see it on my BlackBerry...“ - user comment regarding the new Threadless mobile site
http://www.flickr.com/photos/zoetnet/4669800101/
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http://www.flickr.com/photos/zoetnet/4669800101/
“If I can’t see your awesome web site...it’s not really that awesome is it?”
and therefore,of user experience...
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you can’t plan for every contingency...
http://www.flickr.com/photos/mackarus/4289960218
![Page 76: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/76.jpg)
and will never know how your site looks on every device...
http://www.flickr.com/photos/scobleizer/3009516045
![Page 77: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/77.jpg)
create nimble experiences – not perfect ones...
http://www.flickr.com/photos/92523880@N00/5047216186
![Page 78: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/78.jpg)
Idea 2: Let them tweak
http://www.flickr.com/photos/jaybergesen/198091718
![Page 79: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/79.jpg)
progressive enhancement is increasingly important
http://www.flickr.com/photos/clagnut/315554083
![Page 80: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/80.jpg)
why not let users participate?
http://www.flickr.com/photos/nasa_goddard/4733847144
![Page 81: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/81.jpg)
choose the enhancements that are most meaningful to them...
http://www.flickr.com/photos/29301264@N06/3844309716
![Page 82: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/82.jpg)
set a user experience baseline for *all* web experiences...
semantic markup (view source)
minimal cluer
optimised images
(almost.. :-) one webhttp://www.alistapart.com/articles/responsive-web-design
http://m.alistapart.com/articles/responsive-web-design
lightweight!
thematically consistent
pragmatic scripting
responsive layout
![Page 83: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/83.jpg)
...then provide meaningful choices
http://www.flickr.com/photos/lamantin/5143354304
![Page 84: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/84.jpg)
http://www.flickr.com/photos/mujitra/4571580931
...in data consumption
oh...hold on, she’s on a dongle
user agent says it’s a PC (plus it has a big screen)
she obviously has lots of bandwidth!hmm...I wonder
how much data she’s used so far
this month?
![Page 85: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/85.jpg)
provide a choice of size/quality for key content
![Page 86: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/86.jpg)
option to choose high or low quality (with default based on device you’re using)
and media...
![Page 87: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/87.jpg)
tweaking the reading experience
Look, it’s a Galaxy Tab...she must be in a ‘contemplative reading mode’...
![Page 88: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/88.jpg)
pinching or double-tapping to zoom is good fun but has
zero continuity...
![Page 89: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/89.jpg)
let users set persistent reading preferences...
![Page 90: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/90.jpg)
or even tweak the whole experience...
![Page 91: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/91.jpg)
...if you don’t ...they’ll probably do it themselves
![Page 92: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/92.jpg)
Idea 3: Content first
http://www.flickr.com/photos/wwworks/822821227
ingredients make all the difference
![Page 93: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/93.jpg)
designing mobile first can help us to focus...
http://www.flickr.com/photos/hussain_quantum/2087578696
![Page 94: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/94.jpg)
find a happy medium
desktopmobile
http://www.flickr.com/photos/29301264@N06/3844309716 http://www.flickr.com/photos/29301264@N06/3844309716
portable web
![Page 95: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/95.jpg)
but I think we need to go further...
http://www.flickr.com/photos/basheertome/5557362895
![Page 96: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/96.jpg)
http://jonbox.wordpress.com/2010/05/27/what-is-au2h-and-why-i-cared/
No matter how cool your interface is, it would be nice if there were less of it. - Alan Cooper“
![Page 97: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/97.jpg)
...on smaller screens, content naturally ends up front and centre
![Page 98: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/98.jpg)
http://www.flickr.com/photos/lindaaslund/3296943915
include definition(s)
illustration(s) requireddefine variations(s)
contextually relevant
a book turtle
design the content first...so we need to actually
![Page 99: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/99.jpg)
http://www.flickr.com/photos/lindaaslund/3296943915
a book turtle
include definition(s)
illustration(s) required
define variations(s)
contextually relevant
and responsive content...used to create incredibly rich
semantic structures can be
![Page 100: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/100.jpg)
yet we mostly apply this richness to the interface...
![Page 101: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/101.jpg)
we currently build web sites...this is due in part to the way
put your content here...
essentially Word in a browser...?
![Page 102: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/102.jpg)
http://www.flickr.com/photos/lisasanderson/3414118999/
(often all-purpose) data containers...most sites are built as giant
![Page 103: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/103.jpg)
services knowledge base
corporate infolocation finder
http://www.flickr.com/photos/lisasanderson/3414118999/
news
productsutilities
accommodate different data structures ...with different areas to
![Page 104: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/104.jpg)
if you have big data...this makes sense
http://www.flickr.com/photos/dalbera/3151369718
![Page 105: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/105.jpg)
generated data...or primarily user
![Page 106: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/106.jpg)
cover
name
stock
cost
publisher, ISBN, # pages
rating
structured data...or inherently
![Page 107: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/107.jpg)
need to produce content like this...but can be pretty painful if you
![Page 108: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/108.jpg)
or this...
![Page 109: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/109.jpg)
...and especially this!
http://www.nytimes.com/interactive/2007/10/01/science/20071002_ARCTIC_GRAPHIC.html
![Page 110: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/110.jpg)
CHAPTER I. Down the Rabbit-Hole
Alice was beginning to get very tired of sitting by her sister on the bank, and of having nothing to do: once or twice she had peeped into the book her sister was reading, but it had no pictures or conversations in it, 'and what is the use of a book,' thought Alice 'without pictures or conversation?'
So she was considering in her own mind (as well as she could, for the hot day made her feel very sleepy and stupid), whether the pleasure of making a daisy-chain would be worth the trouble of getting up and picking the daisies, when suddenly a White Rabbit with pink eyes ran close by her.
There was nothing so VERY remarkable in that; nor did Alice think it so VERY much out of the way to hear the Rabbit say to itself, 'Oh dear! Oh dear! I shall be late!' (when she thought it over afterwards, it occurred to her that she ought to have wondered at this, but at the time it all seemed quite natural); but when the Rabbit actually TOOK A WATCH OUT OF ITS WAISTCOAT-POCKET, and looked at it, and then hurried on, Alice started to her feet, for it flashed across her mind that she had never before seen a rabbit with either a waistcoat-pocket, or a watch to take out of it, and burning with curiosity, she ran across the field after it, and fortunately was just in time to see it pop down a large rabbit-hole under the hedge.
In another moment down went Alice after it, never once considering how in the world she was to get out again.
The rabbit-hole went straight on like a tunnel for some way, and then dipped suddenly down, so suddenly that Alice had not a moment to think about stopping herself before she found herself falling down a very deep well.
Either the well was very deep, or she fell very slowly, for she had plenty of time as she went down to look about her and to wonder what was going to happen next. First, she tried to look down and make out what she was coming to, but it was too dark to see anything; then she looked at the sides of the well, and noticed that they were filled with cupboards and book-shelves; here and there she saw maps and pictures hung upon pegs. She took down a jar from one of the shelves as she passed; it was labelled 'ORANGE MARMALADE', but to her great disappointment it was empty: she did not like to drop the jar for fear of killing somebody, so managed to put it into one of the cupboards as she fell past it.
'Well!' thought Alice to herself, 'after such a fall as this, I shall think nothing of tumbling down stairs! How brave they'll all think me at home! Why, I wouldn't say anything about it, even if I fell off the top of the house!' (Which was very likely true.)
Down, down, down. Would the fall NEVER come to an end! 'I wonder how many miles I've fallen by this time?' she said aloud. 'I must be getting somewhere near the centre of the earth. Let me see: that would be four thousand miles down, I think--' (for, you see, Alice had learnt several things of this sort in her lessons in the schoolroom, and though this was not a VERY good opportunity for showing off her knowledge, as there was no one to listen to her, still it was good practice to say it over) '--yes, that's about the right distance--but then I wonder what Latitude or Longitude I've got to?' (Alice had no idea what Latitude was, or Longitude either, but thought they were nice grand words to say.)
Presently she began again. 'I wonder if I shall fall right THROUGH the earth! How funny it'll seem to come out among the people that walk with their heads downward! The Antipathies, I think--' (she was rather glad there WAS no one listening, this time, as it didn't sound at all the right word) '--but I shall have to ask them what the name of the country is, you know. Please, Ma'am, is this New Zealand or Australia?' (and she tried to curtsey as she spoke--fancy CURTSEYING as you're falling through the air! Do you think you could manage it?) 'And what an ignorant little girl she'll think me for asking! No, it'll never do to ask: perhaps I shall see it written up somewhere.'
Down, down, down. There was nothing else to do, so Alice soon began talking again. 'Dinah'll miss me very much to-night, I should think!' (Dinah was the cat.) 'I hope they'll remember her saucer of milk at tea-time. Dinah my dear! I wish you were down here with me! There are no mice in the air, I'm afraid, but you might catch a bat, and that's very like a mouse, you know. But do cats eat bats, I wonder?' And here Alice began to get rather sleepy, and went on saying to herself, in a dreamy sort of way, 'Do cats eat bats? Do cats eat bats?' and sometimes, 'Do bats eat cats?' for, you see, as she couldn't answer either question, it didn't much matter which way she put it. She felt that she was dozing off, and had just begun to dream that she was walking hand in hand with Dinah, and saying to her very earnestly, 'Now, Dinah, tell me the truth: did you ever eat a bat?' when suddenly, thump! thump! down she came upon a heap of sticks and dry leaves, and the fall was over.
Alice was not a bit hurt, and she jumped up on to her feet in a moment: she looked up, but it was all dark overhead; before her was another long passage, and the White Rabbit was still in sight, hurrying down it. There was not a moment to be lost: away went Alice like the wind, and was just in time to hear it say, as it turned a corner, 'Oh my ears and whiskers, how late it's getting!' She was close behind it when she turned the corner, but the Rabbit was no longer to be seen: she found herself in a long, low hall, which was lit up by a row of lamps hanging from the roof.
There were doors all round the hall, but they were all locked; and when Alice had been all the way down one side and up the other, trying every door, she walked sadly down the middle, wondering how she was ever to get out again.
Suddenly she came upon a little three-legged table, all made of solid glass; there was nothing on it except a tiny golden key, and Alice's first thought was that it might belong to one of the doors of the hall; but, alas! either the locks were too large, or the key was too small, but at any rate it would not open any of them. However, on the second time round, she came upon a low curtain she had not noticed before, and behind it was a little door about fifteen inches high: she tried the little golden key in the lock, and to her great delight it fitted!
Alice opened the door and found that it led into a small passage, not much larger than a rat-hole: she knelt down and looked along the passage into the loveliest garden you ever saw. How she longed to get out of that dark hall, and wander about among those beds of bright flowers and those cool fountains, but she could not even get her head through the doorway; 'and even if my head would go through,' thought poor Alice, 'it would be of very little use without my shoulders. Oh, how I wish I could shut up like a telescope! I think I could, if I only know how to begin.' For, you see, so many out-of-the-way things had happened lately, that Alice had begun to think that very few things indeed were really impossible.
http://www.gutenberg.org/cache/epub/11/pg11.txt
unstructured or ‘formless’ content...manage them) accommodate only
most sites (and the CMS’s that
![Page 111: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/111.jpg)
CHAPTER I. Down the Rabbit-Hole
Alice was beginning to get very tired of sitting by her sister on the bank, and of having nothing to do: once or twice she had peeped into the book her sister was reading, but it had no pictures or conversations in it, 'and what is the use of a book,' thought Alice 'without pictures or conversation?'
So she was considering in her own mind (as well as she could, for the hot day made her feel very sleepy and stupid), whether the pleasure of making a daisy-chain would be worth the trouble of getting up and picking the daisies, when suddenly a White Rabbit with pink eyes ran close by her.
There was nothing so VERY remarkable in that; nor did Alice think it so VERY much out of the way to hear the Rabbit say to itself, 'Oh dear! Oh dear! I shall be late!' (when she thought it over afterwards, it occurred to her that she ought to have wondered at this, but at the time it all seemed quite natural); but when the Rabbit actually TOOK A WATCH OUT OF ITS WAISTCOAT-POCKET, and looked at it, and then hurried on, Alice started to her feet, for it flashed across her mind that she had never before seen a rabbit with either a waistcoat-pocket, or a watch to take out of it, and burning with curiosity, she ran across the field after it, and fortunately was just in time to see it pop down a large rabbit-hole under the hedge.
In another moment down went Alice after it, never once considering how in the world she was to get out again.
The rabbit-hole went straight on like a tunnel for some way, and then dipped suddenly down, so suddenly that Alice had not a moment to think about stopping herself before she found herself falling down a very deep well.
Either the well was very deep, or she fell very slowly, for she had plenty of time as she went down to look about her and to wonder what was going to happen next. First, she tried to look down and make out what she was coming to, but it was too dark to see anything; then she looked at the sides of the well, and noticed that they were filled with cupboards and book-shelves; here and there she saw maps and pictures hung upon pegs. She took down a jar from one of the shelves as she passed; it was labelled 'ORANGE MARMALADE', but to her great disappointment it was empty: she did not like to drop the jar for fear of killing somebody, so managed to put it into one of the cupboards as she fell past it.
'Well!' thought Alice to herself, 'after such a fall as this, I shall think nothing of tumbling down stairs! How brave they'll all think me at home! Why, I wouldn't say anything about it, even if I fell off the top of the house!' (Which was very likely true.)
Down, down, down. Would the fall NEVER come to an end! 'I wonder how many miles I've fallen by this time?' she said aloud. 'I must be getting somewhere near the centre of the earth. Let me see: that would be four thousand miles down, I think--' (for, you see, Alice had learnt several things of this sort in her lessons in the schoolroom, and though this was not a VERY good opportunity for showing off her knowledge, as there was no one to listen to her, still it was good practice to say it over) '--yes, that's about the right distance--but then I wonder what Latitude or Longitude I've got to?' (Alice had no idea what Latitude was, or Longitude either, but thought they were nice grand words to say.)
Presently she began again. 'I wonder if I shall fall right THROUGH the earth! How funny it'll seem to come out among the people that walk with their heads downward! The Antipathies, I think--' (she was rather glad there WAS no one listening, this time, as it didn't sound at all the right word) '--but I shall have to ask them what the name of the country is, you know. Please, Ma'am, is this New Zealand or Australia?' (and she tried to curtsey as she spoke--fancy CURTSEYING as you're falling through the air! Do you think you could manage it?) 'And what an ignorant little girl she'll think me for asking! No, it'll never do to ask: perhaps I shall see it written up somewhere.'
Down, down, down. There was nothing else to do, so Alice soon began talking again. 'Dinah'll miss me very much to-night, I should think!' (Dinah was the cat.) 'I hope they'll remember her saucer of milk at tea-time. Dinah my dear! I wish you were down here with me! There are no mice in the air, I'm afraid, but you might catch a bat, and that's very like a mouse, you know. But do cats eat bats, I wonder?' And here Alice began to get rather sleepy, and went on saying to herself, in a dreamy sort of way, 'Do cats eat bats? Do cats eat bats?' and sometimes, 'Do bats eat cats?' for, you see, as she couldn't answer either question, it didn't much matter which way she put it. She felt that she was dozing off, and had just begun to dream that she was walking hand in hand with Dinah, and saying to her very earnestly, 'Now, Dinah, tell me the truth: did you ever eat a bat?' when suddenly, thump! thump! down she came upon a heap of sticks and dry leaves, and the fall was over.
Alice was not a bit hurt, and she jumped up on to her feet in a moment: she looked up, but it was all dark overhead; before her was another long passage, and the White Rabbit was still in sight, hurrying down it. There was not a moment to be lost: away went Alice like the wind, and was just in time to hear it say, as it turned a corner, 'Oh my ears and whiskers, how late it's getting!' She was close behind it when she turned the corner, but the Rabbit was no longer to be seen: she found herself in a long, low hall, which was lit up by a row of lamps hanging from the roof.
There were doors all round the hall, but they were all locked; and when Alice had been all the way down one side and up the other, trying every door, she walked sadly down the middle, wondering how she was ever to get out again.
Suddenly she came upon a little three-legged table, all made of solid glass; there was nothing on it except a tiny golden key, and Alice's first thought was that it might belong to one of the doors of the hall; but, alas! either the locks were too large, or the key was too small, but at any rate it would not open any of them. However, on the second time round, she came upon a low curtain she had not noticed before, and behind it was a little door about fifteen inches high: she tried the little golden key in the lock, and to her great delight it fitted!
Alice opened the door and found that it led into a small passage, not much larger than a rat-hole: she knelt down and looked along the passage into the loveliest garden you ever saw. How she longed to get out of that dark hall, and wander about among those beds of bright flowers and those cool fountains, but she could not even get her head through the doorway; 'and even if my head would go through,' thought poor Alice, 'it would be of very little use without my shoulders. Oh, how I wish I could shut up like a telescope! I think I could, if I only know how to begin.' For, you see, so many out-of-the-way things had happened lately, that Alice had begun to think that very few things indeed were really impossible.
http://www.gutenberg.org/cache/epub/11/pg11.txt
or ‘adapting’
illustration?
http://www.flickr.com/photos/dannyboymalinga/4512002570
content rather difficult...which makes selecting & filtering
http://www.flickr.com/photos/arrighi/4922317676
http://www.flickr.com/photos/49024304@N00/2435212284
include definition(s)
illustration(s) required
define variations(s)
contextually relevant
![Page 112: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/112.jpg)
so although the web site layout may be responsive...
![Page 113: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/113.jpg)
desktop
mobile
tablet
only barely so...the content itself is often
![Page 114: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/114.jpg)
designed more like an app?what if content was
http://www.flickr.com/photos/angryjuliemonday/5087995342
logic
data
renderings
![Page 115: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/115.jpg)
http://www.nytimes.com/interactive/2010/05/01/us/20100501-oil-spill-tracker.html
![Page 116: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/116.jpg)
http://www.visualnews.com/interactive_infographic/Korea_interactive_main/
![Page 117: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/117.jpg)
http://www.apple.com/ipad/smart-cover/
![Page 118: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/118.jpg)
http://www.apple.com/ipad/smart-cover/http://www.focus.com/images/view/11905/
and what if?
![Page 119: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/119.jpg)
http://www.flickr.com/photos/wwarby/5106781173
Idea 4: Build distributed experiences
![Page 120: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/120.jpg)
http://www.flickr.com/photos/mikebaird/3898801499
no longer meet our needs...maybe these
![Page 121: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/121.jpg)
http://www.flickr.com/photos/56705607@N00/3555678336
would do just fine...
perhaps a couple of these
![Page 122: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/122.jpg)
web sitenews
blogs
thought leadership
support
PR
evangelism
press
our communications...we’ve already decoupled
![Page 123: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/123.jpg)
web site
support
PR
our product marketing...
news
blogs
thought leadership evangelism
press
product
![Page 124: Beyond the mobile web](https://reader031.fdocuments.net/reader031/viewer/2022013003/54b7aefd4a79594b258b4722/html5/thumbnails/124.jpg)
web site
support
PR
our human resources...
news
blogs
thought leadership evangelism
press
product
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support
PR
news
blogs
thought leadership evangelism
press
product
brand message...united by a
brand
products
PR
HR
media
services
support
news
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http://www.flickr.com/photos/7802947@N02/5179679136
touchpoints, utilities & conversations...think of it as an ecosystem of
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media
apps
search
ads we see examples of this already
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books
music
cloud
marketplace
not just a site, but an ecosystem
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enabling the freedom to experiment
books
music
marketplace
apps
most logical platform...
for now
own hardware optimised user
experience
opportunistic?
hmm....
highly optimised core product
cloud
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web/mobile web
(1000s of devices)
news
entertainment
commercialarm
#agship app
experimental?
core audience merchandise
brands
(desktop) web
world service
SMS
WAP
BBC Learning
and create the best experience for each audience
#agship iOS app
English and life skills for emerging economies
XHTML MP
voice
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http://www.flickr.com/photos/tijanav/4885088185
http://simonmainwaring.com/brands/the-death-of-corporate-websites-top-10-ways-they-will-change/
[In the future] brands will no longer be placesyou visit, but people you meet along the road.
– Simon Mainwaring