Managing the Mobile Rush: Smart Strategies for Multi‐channel Publishing
1. Managing the Mobile Rush:
Smart Strategies for Multi‐channel Publishing
Sitecore Enables Easy Development and Manageability
Today and in the Future
Subtitle
A Whitepaper by Sitecore
This whitepaper was developed in conjunction
with Digitaria, a valued Sitecore partner.
www.ditigaria.com
3. Table of Contents
Executive Summary 4
Sitecore empowers mobile marketers with an integrated solution 4
Meet Mobile: The Newest Biggest Marketing Channel 5
Why mobile media is attractive 6
The Mobile Content Opportunity 8
The Mobile Ecosystem: Abundant Possibilities 9
Trending: What’s hot in 2011 9
Mobile Strategies: Guided by Best Practices 10
Best Practice #1: Make mobile part of an integrated online strategy 10
Best Practice #2: Choose a solid, yet flexible, WCM solution 10
Best Practice #3: Draw a roadmap 11
Best Practice #4: “Don’t shrink – rethink” 11
How Sitecore Enables Efficient Multi‐channel Mobile Publishing 13
Sitecore is futureproof 13
Mobile Success Stories: Sitecore CMS in Action 15
The Brookings Institution 15
Association of Tennis Professionals 17
Summary 19
About Digitaria 20
About Sitecore 20
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5. Meet Mobile: The Newest Biggest Marketing Channel
Fueled by game‐changing devices like the iPhone and iPad, and the Google Android
operating system, the small screen is quickly overtaking larger ones. According to
data from International Data Corporation’s (IDC) Worldwide Quarterly Mobile
Phone Tracker, smartphone manufacturers shipped 100.9 million units in the fourth
quarter of 2010, compared to 92.1 million units of PCs shipped worldwide. This
volume of smartphones was up 87.2% year‐over‐year, with 53.9 million
smartphones shipped during 4Q09.1
The growth in adoption of phones
running the Google Android
operating system is particularly
explosive. The market research
firm Nielsen found that Android
had become the most popular
operating system among US
smartphone users, now
accounting for 29% of all active
smartphones. In comparison, the
R.I.M. BlackBerry platform and
Apple’s iOS each account for 27%
of active smartphones in the US.2
In Western Europe, sales of
devices powered by Android
grew 1,580% year‐over‐year, to
7.9 million units in 4Q10, from
Figure 1: In the fourth quarter of 2010, smartphones
470,000 units in 4Q09. 3
outsold PCs for the first time. Source: IDC
Meanwhile, 14.8 million Apple iPad units sold in 2010,4 the year the device was
launched. An estimated 43.7 million will be sold in 2011 and 63.3 million in 2012. 5
The iPad’s explosive popularity is also affecting PC sales; in January 2011 the
Associated Press reported:
“New data from market research firms Gartner Inc. and IDC released Wednesday offered
more evidence that Apple Inc.’s iPad, which has essentially created the tablet market, is
having a serious effect on PC sales…
1 IDC press release, “Android Rises, Symbian^3 and Windows Phone 7 Launch as Worldwide Smartphone
Shipments Increase 87.2% Year Over Year, According to IDC,” February 7, 2011.
2 “Android Pulls Ahead in Smartphone Race, Report Says,” Nick Bilton, The New York Times, March 3, 2011.
3 IDC press release, “Android Explodes in Western Europe, Drives Market Growth and Becomes the Biggest
Smartphone Operating System in 4Q10, says IDC,” March 7, 2011.
4 Source: TechCrunch
5 iSuppli press release, “iSuppli Ups iPad Forecast as Apple’s Component Supply Improves,” October 18, 2010.
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6. “The threat to the PC industry is that people might buy fewer PCs, and buy tablets instead.
Gartner and IDC emphasized that the extent to which that is happening still isn't known, but
said the rise of tablets will create hard decisions for people about how to allocate their
technology dollars.” 6
Why mobile media is attractive
Mobile phones are, in fact, the world’s most‐used technology device. In 2009, 87% of
U.S. residents said they own a cell phone. Among Americans with jobs, the figure
was even higher, at 92%.7
Smartphones continue to gain in popularity, worldwide; in 2010, 27% of US mobile
phone users had smartphones, up from 16.8% the prior year. In Europe, Spain
stands out for its vanguard smartphone use at 38%, up from 27.6% in 2009. 8
It’s easy to see why both
consumers and producers of
mobile media are so
enthusiastic. Smartphones
capture consumers’
undivided attention while
enabling them to work in
“microtime” – grabbing
small slices of productivity
while waiting in line, or to
fill countless moments of
spare time that crop up
throughout the day.
Consumers who use mobile
devices increasingly rely on
them in moments of need –
such as finding a store or a
service station, getting a
phone number or a bank Figure 2: The proliferation of smartphones is driving the
account balance, locating
consumption of mobile media. In the US, 47% of US
their friends or buying an mobile subscribers consumed mobile media in 2010, up
item online. During these 7.6% over 2009, while that figure stands at 37% in the
pressurized “moments of European Union, up 7% from the previous year. Source:
truth,” content providers comScore Networks
have an unprecedented
6 “Apple's iPad having serious effect on PC sales,” Associated Press, January 13, 2011.
7 Marist Research Poll: “Cell Phone Nation,” June 12, 2009.
8 Source: comScore Networks
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7. opportunity to engage consumers by providing the right capabilities at precisely the
right time. When necessary information is delivered in the envelope of a compelling
mobile experience, “fanatic” consumer loyalty can be gained.
This axiom, which is unique to the mobile channel, creates a dynamic marketing
environment that offers content producers:
Accessibility: Because at least 60% of cell phone users carry their phone with
them “at all times,” including inside the home,9 this channel enables
“anytime, anywhere” content distribution and access.
“Multislicing”: Because smartphones give consumers the opportunity to
multi‐task during small slices of productive time, content producers are
quickly devising new ways for them to do so. Mobile content is being
optimized for a large and growing number of tasks that are unique to the
mobile medium, such as capturing a coupon by scanning a QR code on a
poster or magazine ad, and then redeeming the coupon by using the
smartphone as a payment device; using the mobile device as a remote
control; professionally networking in real‐time by using the smartphone to
access associated online applications; and many others.
User targeting: Mobile devices
offer extremely precise Multi‐slice • [muhl‐tee slahys]
targeting opportunities based
on geo‐location, device, social • verb: To multi‐task on a
network and special interests. smartphone during small
Relevance: As their owners’ slices of productive time that
constant companion, mobile
devices’ content is inherently
crop up during the day.
highly personal and relevant.
Measurement: Mobile analytics provide detailed user insight on exactly how
and where mobile content is consumed.
Deliverability: Phone numbers change much less frequently than email
addresses, ensuring that the vast majority of content is delivered and
consumed.
“SoLoMo”: Mobile devices are the perfect locus for today’s three top
consumer computing and communication trends: Social, Local and Mobile.
9 Knowledge Networks press release: “New Study Shows Mobile Phones Merging New, Established
Roles: Communicator, Shopping Aide, Entertainment And Research Hub,” September 18, 2008.
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11. televisions, set‐top devices and home appliances in the future, companies soon will
be supporting a much wider variety of device types with their websites.
With Sitecore CMS, organizations can be ready for smartphones and whatever new
Internet‐accessing devices that come along, allowing them to:
Reach visitors anywhere: Serve up content optimized for all the different
devices the audience uses, mobile or otherwise. Sitecore CMS can serve
content and engage the user in context, whether s/he is using a mobile phone
or a desktop PC.
Orchestrate the conversation: Ensure the same, rich user experience across
different device types, as compared to silo‐like conversations via
disconnected channels. Sitecore allows conversations to have continuity –
transparently picking up, for example, a conversation via email marketing
after a customer visits the corporate website or mobile site for the first time.
Reduce IT burden: With native support for multi‐device output, Sitecore
allows companies to repurpose any content for any format without extensive
programming.
Best Practice #3: Draw a roadmap Mobile Lingo 101
Speed to market and a highly ambitious online • App: An application that works on
initiative are typically incompatible goals. With a a mobile device, and designed
mobile marketing program, a roadmap is required specifically for mobile use.
that incorporates new devices and an evolving • Android and Droid: The Google
engagement strategy. The mobile roadmap must mobile operating system and
not be channel centric, but place mobile umbrella name for phones that use
developments – new features and capabilities – it. Not Apple. “Droid” can be used
into the context of a larger online strategy. Content interchangeably to describe
testing and refinement, through A/B testing and products from Motorola and HTC.
multivariate testing, is essential to optimize • Mobile site: A website with
engagement. content optimized for display on
mobile device, and does not use
Best Practice #4: “Don’t shrink – rethink” Flash – for now.
• Device detection: Serving up
Bedazzled by the viral success of iPhone apps such content that is not only sized
as the game Angry Birds, many companies correctly for the device’s screen,
instinctively believe that their brand, and business, but takes into consideration where
would benefit from a similarly clever app. However, the device is (GPS), what it
industry research indicates that games, music and supports and how it works (touch
social media were the only categories in which screen, rollerball, etc.).
users would rather use a downloaded app than
browse the mobile web. 15
15Source: “Adobe Mobile Experience Survey: What Users Want from Media, Finance Travel & Shopping,”
conducted by Keynote Systems, October 13, 2010.
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13. How Sitecore Enables Efficient Multi‐channel Mobile Publishing
With Sitecore CMS, marketers can create websites for the iPhone, Droid, Blackberry
and innumerable future mobile devices – in fact, any device – easily and efficiently.
Sitecore provides a host of capabilities that not only serves up content, but also does
so in context – playing to individual devices’ strengths, and optimized for mobile
engagement. These capabilities include:
Deviceadaptive templates that can be configured for each supported device.
This not only enables efficient multi‐channel publishing; in conjunction with
Sitecore’s device detection capabilities, it also leverages each device’s
multiple unique aspects (such as presentation, navigation, etc.) to deliver the
best user experience.
Locale detection, which enables Sitecore to serve up geography‐specific
content, for example, the Japanese‐language version of a mobile site that is
being accessed by a device located in Japan.
GPS awareness, which if available on the device allows Sitecore to offer
additional functionality like “find my nearest coffee shop/gas station/etc.”
without requiring the user to input a postal code.
Form factor awareness that automatically makes the navigation device‐
appropriate, such as via buttons, touchscreen or rollerball.
Screen resolution awareness that affects more than just the layout; this
capability determines how about how much content to serve on the screen
before a “next” button is needed.
Sitecore is future‐proof
Put another way, the Sitecore CMS architecture is designed to deliver “future‐proof”
support for any present or future device. It natively supports multi‐device output,
allowing any page or piece of content to be repurposed in any format. By separating
content from presentation and using the concept of devices, Sitecore allows the
same content to be easily presented in multiple formats.
As described above, these formats can include web browsers, mobile devices, search
engines, printers and future devices. Each content item, whether a press release,
product page or account screen, can be associated with any number of devices, and
each device can trigger different layout and rendering components. Whether the
demand is for multiple smartphone formats, printer‐friendly layouts, RSS feeds, or
XML, there is no limit to the variety of the different devices and content layouts that
can be deployed.
Sitecore further delivers future‐proof consistency across multiple channels in
numerous ways:
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14. Using the power of .NET and the flexibility of the Sitecore CMS presentation
engine, deployment of mobile‐ready sites is no more difficult or different
than designing a typical website.
Sitecore takes personalization to the next level with the ability to profile
individual users. If a specific user prefers mobile content, Sitecore allows
marketers to orchestrate the conversation to target that user via mobile, as
part of an integrated online engagement strategy.
Content editors can review and approve workflow changes from mobile
devices sent via Sitecore RSS directly to email inboxes, keeping teams always
connected to the website and able to publish new content quickly and
conveniently.
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15. Mobile Success Stories: Sitecore CMS in Action
The Brookings Institution
The Brookings Institution is a nonprofit organization based in Washington DC, that
conducts high‐quality, independent research and provides innovative, practical
public policy recommendations.
Brookings’ website, www.brookings.edu,
has been on the Sitecore platform since
2007, when valued Sitecore partner Velir
teamed with Washington, DC‐based
Threespot to build a new Brookings
website. Since then, Brookings has
continuously engaged the team to
enhance its website scope and
functionality. Today, its web content is
available in English, Spanish, Chinese
and Arabic, and users have a wide choice
of access methods including native
mobile applications, RSS, social media
and email.
The Brookings Institution’s newest
mobile application, its namesake iPhone
app, has been optimized for the iPad and
includes an in‐page video player,
featured experts section, and a quick
overview of the most recent content.
Figure 4: Brookings’ Android mobile application.
Sitecore streamlines publishing
Rather than add new systems to manage, Velir extended Sitecore to deliver mobile
and cross‐channel publishing to all of Brookings’ digital properties, leveraging the
existing Sitecore content library. Velir extended Sitecore in several notable ways by:
Using a custom‐built API on top of Sitecore to send the content to the mobile
optimized sites and native applications for the iPhone/iPad, Blackberry, and
Android. This gives users access, via their phones, to thousands of articles
available on the main site.
Integrating social media into the Sitecore solution. Content authors simply
check a box to publish out to Facebook and/or several different Brookings
Twitter accounts. Twitter publishing also includes a custom URL shortener,
brookin.gs, and the option to schedule the posting time of Tweets. All of these
efforts further the Brookings brand and its reputation as a leader.
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