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A Management Overview of Mobile in 5 Minutes
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  1. A Management Overview of Mobilein 5 Minutes • Why mobile • How to deliver, create, plan it

  2. Why Mobile? • Provide information when users want it • …where they want it • …how they expect it

  3. Why Mobile? • “Mobilize” existing apps, add novel new ones: • Guide to public toilets in London Underground • “Footie (World Cup soccer) bar” finder • NFC-based apps for payment in the field • Surveys • Inventory data entry in the field • Contact lead tracking at trade shows

  4. Why Mobile? • Brand differentiation for marketing • “We’re mobile, they’re not – we’re better, hire us” • Reduce or eliminate paper • Airline boarding passes

  5. Delivery “Vehicles” – eBooks • Dedicated hardware readers – Kindle, Nook, etc • Plus reader apps for mobile and other devices

  6. Delivery “Vehicles” – Sites • Mobile-optimized, or as is • Running on an iPhone in this case.

  7. Delivery “Vehicles” – Apps • Partly or totally native to the device

  8. Why eBooks? • Dedicated devices • But pressured by multi-purpose tablets and ereader apps for mobile devices

  9. Why Sites? • Run on anything with a web browser • Only need follow a few browser standards – simpler than supporting multiple device and platform standards • But don’t take full advantage of platform features

  10. Why Apps? • Take fuller advantage of platform/device features • But hard to maintain across many devices and platforms

  11. Major Platforms (Jan. 2011) • iOS – Apple, 24.7% • Android – Google, 31.2% • RIM – RIM, 30.4% • Microsoft – Microsoft, 8.0% • For use with statistics

  12. Why This “Ecology” Matters • Need to know business properties of your chosen device(s) • Can’t support everything • Don’t want to go down a dead end

  13. Why This “Ecology” Matters • Need to know technical properties of your chosen device(s) • Develop correctly the first time

  14. How To Create • Within tech comm, three ideas: • eBooks – Adobe RoboHelp 8 or 9 (better) • Sites – MadCap Flare 6+ • Apps – MobiFlex or Google App Inventor • Full disclosure – Certified in RoboHelp, Flare, and MobiFlex but not selling them – just pointing them out as options.

  15. Why Work With GUI Tools? • You know the tool • Thus only have to learn a few new things, not everything from scratch • Keep authors out of the code

  16. Plan To… • Develop a “content strategy” • Especially if you plan to single source material to different projects, including mobile • You can’t wing this

  17. Plan To… • Develop standards • Only way to get consistency, automatability • You can’t wing this

  18. Plan To… • Research: • Talk to users and non-users to see what they want • Not what you want them to want • Visit 3rd party mobile stores, see how devices are exhibited – any inferences to draw? • Learn what devices sell most heavily in market niches you want to target

  19. Finally… • No dumping • Create anew to use the medium optimally • But both easier said than done • No feature-itis – KISS

  20. Thank you... Questions, contact… • Hyper/Word Services • 978-657-5464 • nperlin@nperlin.cnc.net • www.hyperword.com • Twitter: NeilEric