This document discusses different options ("flavors") for a mobile presence for businesses. The five flavors are: 1. Stracciatella - A tweaked version of the desktop website with increased font sizes and link areas. 2. Speculoos - A responsive design that adapts the website layout to different devices using CSS media queries. 3. Chocolate - A dedicated mobile website optimized for mobile with simplified navigation. 4. Dame Blanche - An HTML5/CSS3 web app that can access more device capabilities but requires broader browser support. 5. Banana Split - A native mobile app that can access all device features and be found in app stores but has higher development costs

1. August, 2011
Mobile Presence: What’s Your Flavor?
Introduction
Summertime is that time of the year that many
entrepreneurs start thinking about the future of
their business. It allows just for that little more
breathing space to reflect on what‟s to come and
where to put your efforts into next.
If this sounds familiar, you might want to consider
the option of bringing your business into the
mobile space. In 2010, the number of mobile
surfers tripled worldwide, a trend that seems to
carry on in 2011. And although mobile surfers may
only still count for 6% of total traffic, their numbers
are growing rapidly, probably also in your business‟
target group.
So let‟s discuss your options for a mobile presence
for a while. Summer-style.
Geert De Laet
Technology Evangelist
Bart Verbeeren
Senior Interaction Designer
LUON | www.luon.com 1

2. Mobile Presence: What’s Your Flavor?
Mobile Flavor 1: Stracciatella (aka ‘my-site-with-bits-of-mobile’)
If you already have a deliciously Why go with a tweaked version of your
vanilla flavored desktop website, website?
you could go mobile pretty easily
just by adding or adjusting some Like stracciatella, it‟s an easy choice: it can be
bits and pieces. A few tweaks like implemented pretty easy into existing sites,
increasing font size and link areas without a large cost
could already make a whole lot of difference for a
mobile surfer visiting your website. The website‟s branding is maintained
However, in this approach the mobile presence is a You only have to maintain 1 website
mere carbon-copy of your desktop presence. And
that should never ever be the case. Mobile users
have other needs and expectations than desktop Why stay away from it?
users do.
It‟s not plain vanilla, but it‟s not chocolate either: it
Based upon mobile surfing behavior tree offers a far from ideal experience to the
types of mobile users are to be mobile user
distinguished:
Because all of the assets of the desktop version
 Repetitive now: users interested in remain present, a tweaked design website will
repetitive information that’s available suffer longer download times.
fast and always like weather reports,
stock quotes, blog posts, … The content and navigation („information
 Bored now: surfing to kill time: for architecture‟) are not optimized for mobile usage!
example while waiting for the train
 Urgent now: find something specific fast
‘on the spot’, like the address of a local
restaurant or directions to the airport
(Source: Google)
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3. Mobile Presence: What’s Your Flavor?
Mobile Flavor 2: Speculoos (aka ‘my-site-with-transformer-capabilities’)
Speculoos flavored ice cream is Why go with responsive design?
kind of the new kid on the block.
It may not be fully integrated yet, You can build upon your previous efforts of
but it has all the elements developing your desktop website. Only the
needed to become a true classic. presentation of the content will change.
Which is also the case for „responsive design‟, You only have to maintain 1 website.
„adaptive layout‟ or whatever name you want to
come up with to indicate that your site will Compared to the „stracciatella‟ option, it offers a
magically adapt to the device used to visit it. far more user-friendly experience to the user.
Content and navigation flow for the
desktop and mobile versions can differ: It is
possible to for example simplify your navigation in
the mobile version. When of course content and
navigation would be completely different, you
might want to opt for a dedicated mobile website
(see Mobile Flavor 3).
Desktop version of the website.
Why stay away from it?
The new kid on the block is not very much
welcomed by the elders: Older browsers like
Internet Explorer 8 don‟t support Media Queries.
Because all of the assets of the desktop version
remain present, a responsive design website will
suffer longer download times.
Mobile version of the website with altered
layout using responsive design.
To accomplish this, adaptive layout uses a feature
of the latest version of CSS (CSS3), called „media
queries‟, a way to query which kind of media is
connecting to your site in order to offer the most
suitable interface possible.
LUON | www.luon.com 3

4. Mobile Presence: What’s Your Flavor?
Mobile Flavor 3: Chocolate (aka ‘mobile-sweetness-for-the-masses’)
Ah, the sweet taste of chocolate… Why go with a dedicated mobile site?
Such an obvious favorite. But
rightfully so! Compared to a mobile presence based upon your
desktop website (see Mobile Flavors 1 and 2), a
If you want to please the masses,
dedicated mobile site will have a much better
create a decent dedicated mobile
performance.
website. You can select content relevant on mobile,
you can offer it in an optimized navigation Since it was created for mobile, it will be more
structure and perhaps even throw in a couple of user-friendly on mobile devices
mobile-only features.
Being a website, it can be viewed on different
mobile devices (think iPhone, Android devices,
…).
Why stay away from it?
You have to build the dedicated mobile website,
which will lead to a higher development cost.
You have to maintain an additional website
You can’t make use of all the specific
capabilities of the device like the camera or
accelerometer (which detects the orientation of the
device). A mobile browser can never access those.
So if that‟s your game, you‟ll have to pick Mobile
Flavor 5 below from our menu…
The LUON dedicated mobile website
LUON | www.luon.com 4

5. Mobile Presence: What’s Your Flavor?
Mobile Flavor 4: Dame Blanche (aka ‘even-more-mobile-sweetness’)
We‟re in another ballgame now. Why go for HTML5/CSS3 web app?
We‟re not talking one or two
scoops on a cone any more. Access to more functionalities using HTML5
We‟re talking full coupes with
warm chocolate sauce and Richer user interface using CSS3
home-made whip cream. And a
cookie. Bigger reach than a native app because it is
browser based
New technologies are arising to
create such full flavor mobile
experiences. HTML5 and CSS3 already allow you to Why stay away from it?
create very rich mobile user interfaces that mimic a
true native app (see Mobile Flavor 5), but are Both HTML5 and CSS3 are far from fully
accessible on different devices through the browser. supported by mobile browsers. Before picking
Especially for mobile applications, this new way of this flavor, make sure you‟ll be able to reach your
working is very promising because it combines the target group.
best of both worlds: it offers great functionalities
Although you have more possibilities using
(such as working offline) as well as reach (it can be
HTML5, you still won’t be able to make use of
viewed on iPads, Android tablets and so on).
all the specific device capabilities.
Example of an iPhone web app built using HTML5 and CSS3
LUON | www.luon.com 5

6. Mobile Presence: What’s Your Flavor?
Mobile Flavor 5: Banana Split (aka ‘all-the-mobile-goodies-with-sprinkles-on-top’)
So you want to have it all now,
do you? Even the little cherry on
top…
If that‟s the case, you should
build your own “native” application. Native
applications are applications that are built
especially for the device they will run on. They don‟t
need a browser to run and can access all the
device‟s features like camera and GPS.
Mobile applications are mostly offered via one of
the “application supermarkets”. Apple has its App
Store, Google has its Android Market, Blackberry
has its App World. From there, applications can be
downloaded (for free or paid).
Why go for a native app?
Optimized in terms of speed and performance
You can use all the native device controls
Higher brand visibility:
 Your application will be findable in the
The ‘spinner’ functionality of the Solo Open
application market(s)
Kitchen native iPhone app
 Your application will be visible directly on the
desktop of the mobile device
 You can use notifications to establish a
frequent contact with the users Why stay away from it?
You can charge a little something for your app
High development cost (especially if you want
to support a lot of different devices)
Hard to maintain
Design for repeat users
According to a recent usability study by the Third-party approval is required before the
Norman-Nielsen Group, native applications app is available in stores.
work best when they are designed for
customers who are already fans of the brand
and engage with it on a regular basis.
LUON | www.luon.com 6

7. Mobile Presence: What’s Your Flavor?
So now what’s your flavor? ice cream man in the street, you too will have to
make yourself heard. And you too will have to keep
There is no right or wrong answer to this question. track of what happens on your mobile site to
While Mobile Flavor 1 and Mobile Flavor 2 might make sure that your mobile business doesn‟t lose its
be quick win strategies, they might not necessarily taste of sweetness.
be the best solution for your business, the solution
that will guarantee you the highest ROMI (Return Want to discuss your mobile presence
On Marketing Investment).
with us?
To find out what is, you‟ll have to answer a couple LUON has extensive experience in all flavors
of questions:
of mobile projects through past projects for
clients like Unilever Solo, Ello Mobile, Sony
What is your target group? Ericsson and Acasa Invest.
Try to figure out how „mobile‟ your target group is.
Start with digging up the numbers of mobile traffic We can help you figuring out the best
from your web analytics package. But it might also approach for your business so that your
be a good idea to do a quick customer survey. investments in the mobile space pay off to the
maximum.
What are your (mobile) goals?
What do you want to accomplish with your mobile Please contact us via glintermans@luon.com
presence? Is it just a matter of „being present‟ –in or call +32 478 32 46 00
which case a simple mobile website will probably
do- or do you want to offer something unique for
branding or acquisition purposes –in which case
About LUON
you‟d probably rather want to create a native app-
? LUON is a customer relationship marketing agency.
What is your added value in the mobile By developing campaigns and programs based on
space? smart ideas, relevant content and a matching
If you have content that is highly suited for mobile experience, we help brands benefit from a fruitful
use, try to leverage on it by offering it in the best relationship with their customers. It's all a matter
way possible. For example, don‟t opt for Mobile of making the right offer at the right moment in the
Flavor 1 if you‟re a site offering flight information. customer‟s lifecycle, across all relevant interactive
Instead think of a dedicated mobile website or media.
even a native application.
Every project we work on is based on clear and
measurable objectives. Which helps us in our
burning ambition to achieve extraordinary Return
One more thing…
On Marketing Investment, together with great
Mind you that a mobile presence is no different clients such as Unilever, Sony Ericsson, Vaillant,
from any other marketing effort. Above all, it Tech Data, Thomas Cook, Microsoft, Fnac and Ello
should fit your global marketing and Mobile.
business strategy. Second, it will need a lot of
effort to make it work. People will not just
magically find your mobile site or application, you
will have to actively drive traffic to it. Just like the
LUON | www.luon.com 7

8. Mobile Presence: What’s Your Flavor?
Contact
Geert De Laet
Technology Evangelist
gdelaet@luon.com
@geertdelaet
Gert Lintermans
Client Services Director
glintermans@luon.com
+32 478 32 46 00
LUON
Brusselsesteenweg 560 - 3090 Overijse – Belgium
T +32 2 686 00 10 - info@luon.com - @LUON
http://www.luon.com/
LUON | www.luon.com 8