Presentation delivered by Duncan Hallas, Commercial Director, EMEA, Netbiscuits

1. What makes a mobile website
an ‘optimised’ mobile website?
(in 10 mins!)
Duncan Hallas
Commercial Director EMEA
Netbiscuits
d.hallas@netbiscuits.com
uk.linkedin.com/in/duncanhallas
August 8, 2012 © Netbiscuits GmbH 2012 1

2. Why Is This Important!
2013
Source: Gartner forecasts phones overtaking PCs as most common web browsing
device by 2013
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3. Morgan Stanley April 2012
Rapid Ramp of Mobile Internet Usage Will be a
Boon to Consumers and Some Companies Will Likely
Win Big (Potentially Very Big) While Many Will
Wonder What Just Happened
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4. Nothing is the same since the iPhone
Bye bye “Fragmentation Age” – hello “Diversity Age”,
 Being there isn’t enough - you need to be the best in class on
mobile
 Users are highly sensitive to performance
 Expectations are soaring … shift from early adopters to
 Luxury Consumers
 Prosumers
 Silver surfers
 Currently location, social interaction, mobile search and rich
media are drivers of successful mobile experiences
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5. = Plethora of web gone mobile…
To make a mobile website an
optimised
for
mobile
you need to consider the following …
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6. Responsive Design = Not The Holy Grail!
Is Great And You Should Be Using It
However in all but the simplest cases it does not equal
optimised for the mobile connected device or user
expectation!
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7. Mobile Websites are Expected to be Fast
Most users expect a mobile website to
load in 3 seconds or less
Source: “What Users Want from Mobile” Equation Research & Compuware, July 2011

8. Old Interaction Modes
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9. Current…?
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10. Future Current
http://www.lukew.com/touch/TouchGestureCards.pdf
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11. Mobile Site vs Native App = Hybrid App
…and are web apps
changing the game?
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12. Behaviour Is Changing!
Lets give ‘em what they want…
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13. Behaviour Is Changing!
Next!
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14. Lesson 1: Why The Mobile Web is Special
User Context: Frequent, but short sessions and impatient users
Search: Context sensitive triggered by the moment, situation and
lets not forget CHANGING location
Multi Device Users: User wants ubiquity, consistency and ultimately
convenience THEY EXPECT IT TO ENHANCE THEIR LIFE!
New Interactivity Modes: Playing field and user expectations have
changed
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15. Mobile ‘Optimised’ = Addressing Unknowns
Asking what users want and expect from:
differing devices
differing times of the day
locations
Think …how will people discover, leave and return to your site?
Will my mobile web page load quickly enough or at all over 3G in patchy
coverage as well as wifi?
How is your mobile website integrated with your other channels?
CAUTION! DIY Enthusiasts… Do you have resources to cater for all this?
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16. Mobile First is Performance First
If your mobile site performs poorly for
your anticipated users, then you will
encounter huge wastage and
ultimately underperforming ROI
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17. Netbiscuits is …
A cloud platform for the development and delivery
of optimised mobile websites to all IP connected and
all multi-touch enabled devices
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18. … for Customers around the Globe
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