This presentation was given at Magnolia Conference 2013 by Adriano Bezerra-Delaunay, Teamlead Consulting at Aperto and Rainer Blumenthal, Senior IT Manager at Aperto: http://www.aperto.de. The aim of this presentation is to demonstrate how enterprise content can be published seamlessly via a wide range of mobile devices based on Magnolia CMS. Aperto will demonstrate the development of the project by explaining how a simple desktop-site turned into to a future-proof and channel optimized experience. COPE = Content Once Publish Everywhere … a smooth way for cost-efficient content management implementing Magnolia CMS. Furthermore Aperto will illustrate how to combine different mobile implementation strategies in order to use all device channels most effectively.

1. 1
EADS – Corporate
Communication in a
Multi Device World

3. Aperto: Who is it?
From Internet Service Provider to Communications Agency – in Figures
10Of the largest owner-managed
advertising agencies in Germany
Highest share of digital services of all
advertising agencies in Germany
Million Euros
Anticipated turnover 2013
300
Heads at Present
and growing steadily and soundly
1stPlace
HORIZONT Ranking 2012, Aperto with a 58% share of digital
services
Top
33

4. Aperto: Partner for the Digital Age.
Providing all diciplines for successful communication and more.
Brand
Strategy
Public
Relations
Print, TV, POS,
Events
Mobile
& Apps
Online
Marketing
Web Experiences

5. Web Analytics
CMSMobilePortals & eCommerce
Online Marketing
Aperto: Proven technology for our clients
Social Media Monitoring Newsletter SEO

6. EADS.com – Facts
100+
editors
12
tenants
9
languages
20.000+
pages

7. EADS.com – Features
30+
Templates
SAP HR
Integration
Mobile channel +
Export API
Many individual
enhancements

8. The digital ecosystems
are changing.

9. Mobile web usage increased last year
over 40 % in Germany
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2009 2010 2011 2012 2013
fewer
min. once per month
min. once per week
daily
Basis: Deutsche Onlinenutzer ab 14 Jahren
Percentace of German online users which use mobile internet
Quelle: ARD/ZDF Onlinestudie

10. A variety of devices with various screen sizes
& different performance requests
The Problem: Screen Fragmentation and differing performance
10
Challenge: Creating one coherent design for all device sizes
7“ - 17“
19“- 28“

11. Cross-platform availability has become a
major requirement for digital services
11

12. New touch interfaces and control concepts
are the two sides of the same coin
12

13. User s expect content parity but optimized
for mobile usage
36%
64%
of those expect the same
content like on the desktop
website
14-19 years old
Smartphone user
Tablet user
of all users worry about
not mobil-optimized
pages
58%
59%
49%
85%
81%
76%
Source: Karen McGrane, Mobile Content Strategy , 2011
14-19 years old
Smartphone user
Tablet user

14. Experience roaming becomes a major
advantage in corporate communication
USER
WEBSITEVIDEOSOCIAL “App” / Functionalites

15. Mobile devices: new influencing factors on
digital services
15
01 02 03 04
iOS & Android?
Retina Display?
Touch & Swipe?
Different
devices
Different
places
Different
Activities
Different
Connections
At Home?
Office?
On the road
Social Media?
Gaming?
PC-Replacement?
WLAN?
Mobiles Netz?
Offline?

16. The initial situation was not able to serve the
needs of a multi-device world

17. The development of
multi-device strategies
helps to find a suitable
approach

18. ?Which option to choose
for which project
Mobile
Website
?
Responsive
?
?
?
?
?
? Apps
?

19. At Aperto we developed a common
understanding trough all disciplines
Responsive
Webdesign
Adaptive
Device Templates Native Apps

20. Furthermore we eleborated different
implementation strategies and criterias
Responsive
Webdesign
Adaptive
Device Templates Native Apps

21. Aperto classified three different mobile
implementation options
21
Responsive Web Design Adaptive Web Design
Device Templates OS undApp StoresAdaption to screen size
Native Apps

22. Aperto classified three different mobile
implementation options
22
Responsive
Adaption to screen size
1

23. Adaptive Web Design
Mobile HTML5 templates
Aperto classified three different mobile
implementation options
23
2

24. Aperto classified three different mobile
implementation options
24
Native Apps
OS and App Store
3

25. Responsive Webdesign
Desktop Apps
Apps and
Hybrid-Apps
Apps and
Hybrid-Apps
Adaptive Device Templates
Single pages / Modules
Adaptive Device Templates
Single pages / Modules
Responsive Webdesign
Responsive Webdesign
Adaptive Device
Templates
Responsive or
AdaptiveTemplates
The key to success is the combination of
different strategies

26. Responsive Webdesign
Desktop Apps
Apps and
Hybrid-Apps
Apps and
Hybrid-Apps
Adaptive Device Templates
Single pages / Modules
Adaptive Device Templates
Single pages / Modules
Responsive Webdesign
Responsive Webdesign
Adaptive Device
Templates
Responsive or
AdaptiveTemplates
The way EADS goes …

27. HTML-
page 1
1 page in
CMS
HTML-
page 3
HTML-
page 2
27
One CMS, one single entry of the content and
display through optimized adaptive templates

28. We suggest to serve desktop and tablet with
a responsive site
28
HTML-
page 1
1 page
in CMS
HTML-
page 2

29. Also a smart combination of responsive code
and specific templates for mobile is possible
29
1 responsive
HTML-Code
1 page
in CMS
Single
pages

30. The goal: Delivering the EADS content
tailored to devices and target groups
30
Magnolia-powered Mobile App of the year 2012
Up To Planet iOS App
Investor Relations iOS App
Desktop / Tablet Website

31. 31
The responsive layout serves the “bigger”
screens.
 From desktop screen to
iPad Mini
 Smooth adaption
 Clear rules on behaviour
of content
 Work in progress: only the
Investor Relations landing
page is “responsive”

32. Adaptive HTML 5 templates serves the needs
of the smartphone user
 Specialized HTML5 mobile templates
based on jQueryMobile Framework
 Full focus on UX-needs of
smartphone users
 Focus on current smartphone
generation
 Content parity across all device
classes

33. IR iPad App
 Designed for specific target groups
 Deliverance of CMS content with
focus on customiziation
 Usage of native free editable widgets

34. How to serve CMS
content to a native
iPad app?

35. Build a smart export API
 Reusable for future features
 Mobile output format: JSON
 Generic for all static content
 Individual for dynamic content
 Works page-based
 UUIDs to identify content
 High performance
API App 2
App 3

36. C
O
P
E

37. C = Content
O = Once
P = Publish
E = Everywhere

38. Our cross-device approach based on a COPE
ready CMS
Editors create content
once
API
Tablet / Desktop
Mobile
Magnolia CMS
ONE content source for all relevant channels
IR iPad App Up To Planet App

39. 39
01
Develop a
customized multi-
device strategy
02
Use one content
source to serve all
channels
03
Make your web
estate ready for a
multi- and cross-
device world
04
Develop native
apps with ADDED
VALUE for
dedicated target
groups
Take Aways
…be prepared …reduce costs …do it …create value

40. How many devices
do you use?
Adriano Bezerra-Delaunay, Teamlead Consulting
adriano.delaunay@apertomove.de
Rainer Blumenthal, Senior IT Manager
rainer.blumenthal@aperto.de

41. Copyright © Aperto AG
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inhaltliche Umfang des Nutzungsrechts sowie die eingeräumte Nutzungsart. Eine von
diesen Bedingungen abweichendeAuswertung und/oder Nutzung - ganz oder in Auszügen
- sowie die Weitergabe an Dritte stellt eine Urheberrechtsverletzung mit allen rechtlichen
Folgen dar.
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