Mobile App, Web, or Hybrid: How To Decide?

Mobile App or Mobile Web?It’s A Choice, Not A Battle

Svetla YankovaSenior Solutions ConsultantTelerik Sitefinity CMS

Introductions

Ted SchadlerVP & Principal AnalystForrester Research

Grigori KaranikolovSenior Sales EngineerTelerik Sitefinity CMS

Matt DuganDirector Partnership MarketingMetLife Stadium

Aaron EisbergMarketing DirectorAptera Software

Art SbarounisPartnerships ManagerAmericanEagle.com

Rob SandersSr. Project ManagerAmericanEagle.com

Agenda

Ted Schadler: The Mobile Mind Shift, App, Web, or Hybrid?

MetLife Stadium case study

Indiana Tech Campus case study

Sitefinity Demo

Building A Great Mobile Experience:

App, Web, or Hybrid?

Ted Schadler, Vice President & Principal Analyst

Coauthor of The Mobile Mind Shift (May 2014)

© 2014 Forrester Research, Inc. Reproduction Prohibited 5

Agenda

› What is the mobile mind shift?

› Mobile app, mobile web, or hybrid?

› A practical approach to making the choice


The mobile mind shift is the

expectation that I can get what

I want in my immediate context

and moments of need.

Image source: Associated Press (AP.org), picture taken by Michael Sohn


Companies

Platforms

People

Processes

Mind Devices Applications

The mobile mind shift will penetrate the beating heart of your business


Companies

Platforms

People

Processes

Mind Devices Applications

The mobile mind shift will penetrate the beating heart of your business

2.3 billion

people will

have

smartphones

by 2018

1M apps

today;

10M apps by

2018

200M public

Web sites

today, all of

which must

be mobilized

$189B spent

re-

engineering

business for

mobile by

2018

$25T of GDP

affected by

2020 (McKinsey)


Entrepreneurs & innovators create and fulfill the mobile mind shift


They target mobile moments to do so

Image source: Inc. (http://www.inc.com)

A mobile moment is a point in time and space

when someone pulls out a mobile device to get

something they want in their immediate context.


Identify the mobile moments on your customer’s journey


What matters in a mobile moment?

› Who is pulling out what kind of device?

› What is her motivation?

› What is her physical and situational context?

› What can you do to serve her in that moment?


Agenda





You have a choice to make

› Mobile web is the right solution for reach – and budget

› Mobile apps reign supreme for interactive experiences

› Hybrid apps are a blend of reach and engagement


Mobile web pros and cons


Characteristics indicating mobile web

› If discovery is a challenge

› If less frequent engagement . . .

› . . . and lighter weight functionality

› If you have skills and tools available

› If you have multinational end users


Mobile app pros and cons


Characteristics indicating mobile app

› If working offline

› If experiences must be “native” to the platform

› If using sensor-rich interactions

› If utilizing app to app integration


Hybrid pros and cons

› Pros

• Always lives as an icon

• Carries a persistent security framework

• Efficient reuse of Web content and code

› Cons

• The app must go through app store processes

• Same discoverability challenge as apps

• Not as engaging as mobile apps


Agenda





Start with two ends of the spectrum

If you are

delivering . . .

. . . A context-rich

experience on a

wide variety of

devices over

quality networks

. . . a highly

interactive or

transaction

experience on

targeted devices

Mobile Web

Mobile App

Hybrid


HybridMobile app Mobile web


Take a team-based, data-driven approach to make the best choice

1. Assemble a decision team from marketing, business, and IT.

2. Conduct competitive and peer reviews to orient the team.

3. Use data to inform your decision: device, context, audience.

4. Make a choice, then adjust and expand as you learn.

Thank youTed Schadler

[email protected]

blogs.forrester.com/ted_schadler

@tedschadler

mailto:[email protected]

Customer CaseMetLife Stadium & americaneagle.com

MetLife Stadium Representative

Matt Dugan, Director, Partnership Marketing

Americaneagle.com Representatives

Rob Sanders, Sr. Project Manager

Art Sbarounis, Partnerships

Who is MetLife Stadium?

Opened in the Spring of 2010, a Premier Sports & Entertainment Venue in the country’s largest media market at a cost of $1.6 billion.

First building owned and operated by two iconic NFL franchises, the New York Jets & New York Giants

Each year, MetLife Stadium hosts 20 NFL games (twice as many as any other NFL stadium), major concerts and entertainment events, college sporting events, international soccer matches, motor sports, and family shows.

Since opening, the Stadium has been named the Top Grossing Stadium in the World!

Was host of SuperBowl XLVIII on February 2, 2014.

MetLifeStadium.com – Our Goals

Old Site did not have a Content Management System. We wanted to build a new site and have ultimate flexibility on adding events (as our events are released within short timeframes) as well as manage all of the static content for our visitors.

Ability to update the site at a moment’s notice in case of a promotion, new event, or emergency situation, no matter if on a desktop or mobile device.

Build a mobile friendly responsive website that caters to our mobile audience. Most fans or entertainment guests look up information on parking and directions on their way to the stadium.

With SuperBowl XLVIII on the horizon, we realized we had many issues to resolve with site performance and hosting.

Promote our Sponsors effectively including our main Cornerstone Partners.

Bring a better awareness of our Hospitality offerings for private events.

Build a stronger social media presence.

Ultimately, the website helps the stadium fill seats. We wanted to make sure that the site exuded strong event promotion and effective communication for the event fans.

MetLifeStadium.com – Our Approach

Close collaboration with Americaneagle.com. Our teams met face-to-face on multiple occasions throughout the development process. We understood our vision and wanted to make sure that vision was shared by our web developer.

Strategic meetings to put all of our current site issues out on the table.

We understood that we needed to cater more to our mobile audience.

Hosting Environment:

Our old site hosting environment was not ideal for meeting the demands of our audience.

With the world’s largest sporting event, SuperBowl XLVIII, approaching quickly within months, we also had to take action.

MetLifeStadium.com – Benefits of Sitefinity

We are now able to control all content within our web presence.

Sitefinity has made it easy to control the space in which we promote our Sponsorships, Upcoming Events, News, Videos, and Social Media.

The CMS allows us to easily enter information and not worry about the information posting in a way that will affect our mobile users.

Overall, our new site has been created to be “Simple” so our fans can find information quickly.

The ability to create forms based on inquiries for hospitality, sponsorship and general contacts has been huge to our communication goals.

We extended Sitefinity to automatically hook into social, news and video feeds from the Jets & Giants, which keeps fresh content flowing into our homepage media wall.

Our media wall is flexible to promote events in a standard or creative way utilizing a grid format.

MetLifeStadium.com – Advice to Others

Have your site goals laid out before you start your project.

Work with an established development firm that will work side-by-side and collaborate/share/understand your goals.

Ask questions as if you are the audience and put use-case scenarios together to make sure you are meeting your audience goals. i.e. Fans that have left the city and on their way to the stadium but don’t know parking details when they arrive.

Ask questions on the CMS platform to make sure it is an accessible system that can be easily administered by a non-technical staff.

MetLifeStadium.com – Our Result

MetLifeStadium.com – Quick Stats

Data Point #1: Aggregate Visits

Time Frame: Jan 1st to Feb. 8th

MetLifeStadium.com – Quick StatsData Point #1: Visits by desktop, tablet and mobile

Time Frame: Time segmented by pre conference, post conference and Super Bowl

Metlifestadium.com gets a good amount of traffic from mobile, but on Super Bowl Sunday, Smartphone usage went

up substantially, from around 30% up to 54%.

MetLifeStadium.com – Additional Information

Americaneagle.com ran the site on two load-balanced, dedicated web servers and a dedicated database server using Sitefinity Load Balancing

Americaneagle.com had a war room set up to monitor the MetLife stadium website during the Super Bowl; Sitefinity/Telerik had resources on-call to assist in case of an emergency

Americaneagle.com worked closely with Sitefinity to prep for the event. CDN caching functionality was added to improve performance.

Indiana TechMobile Application Case Study

What does your company do?

Aptera Software, Inc. looks for user-friendly solutions to business problems, through our six verticals…

Web Design & Development

Mobile Applications

Business Intelligence

SharePoint

.NET

Cloud

We have a focus on custom solutions, using tools with a strong reputation and then building on those to create solutions that uniquely answer the challenge of our clients’ business.

What is the scenario and your goal?

Give Indiana Tech a unique way to present their campus to students, prospects and other visitors.

The requested features were:Engaging map

Ability to learn more about a specific location

Ability for App to run offline

Ability to give a non-tech savvy user the ability to update the content in their app without coding or re-publishing it to the app stores and marketplaces

Indiana Tech Mobile App - Demo

Thank You!Aaron EisbergMarketing DirectorAptera Software

[email protected] (@aeisberg)

Aptera Blog: blog.apterainc.com

@apterasoftware


How did you choose a technology approach?

Something custom vs. Sitefinity

Our Discovery process method

What has been the benefit of the Telerik solution in meeting your need?

Leveraging Sitefinity out-of-the-box technology

In the end, through custom list management, we were able to provide Indiana Tech with almost total customizability

Any advice to a friend tackling something similar?

Think about installed app vs. web app

Planning for new operating system versions

Creating a native app for multiple operating systems

Thank You!Aaron EisbergMarketing DirectorAptera Software

[email protected] (@aeisberg)

Aptera Blog: blog.apterainc.com

@apterasoftware


Thank you!

+1-866 SITEFIN

[email protected]

Mobile App, Web, or Hybrid: How To Decide?

Technology

Transcript of Mobile App, Web, or Hybrid: How To Decide?