eads - corporate communications in a multi device world

1

EADS – Corporate Communication in a Multi Device World

??Rainer = technical guy Adriano = mobile guy

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 EurosAnticipated turnover 2013

300Heads at Presentand growing steadily and soundly

1st Place

HORIZONT Ranking 2012, Aperto with a 58% share of digital services

Top 33

Aperto: Partner for the Digital Age.Providing all diciplines for successful communication and more.

BrandStrategy

Public Relations

Print, TV, POS, Events

Mobile & Apps

Online Marketing

Web Experiences

Web Analytics

CMSMobilePortals & eCommerce

Online Marketing

Aperto: Proven technology for our clients

Social Media Monitoring Newsletter SEO

EADS.com – Facts

100+

editors

12tenants

9languages

20.000+

pages

EADS.com – Features

30+Templates

SAP HR Integration

Mobile channel +Export API

Many individual enhancements

The digital ecosystems are changing.

Mobile web usage increased last year over 40 % in Germany

2009 2010 2011 2012 20130%

5%

10%

15%

20%

25%

30%

35%

40%

45%

fewer

min. once per month

min. once per week

daily

Basis: Deutsche Onlinenutzer ab 14 JahrenPercentace of German online users which use mobile internet

Quelle: ARD/ZDF Onlinestudie

10

A variety of devices with various screen sizes & different performance requestsThe Problem: Screen Fragmentation and differing performance

Challenge: Creating one coherent design for all device sizes

7“ - 17“

19“- 28“

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

11

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

12

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 oldSmartphone 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 oldSmartphone user Tablet user

Experience roaming becomes a major advantage in corporate communication

USER

WEBSITEVIDEOSOCIAL “App” / Functionalites

15

Mobile devices: new influencing factors on digital services

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?

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

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

?Which option to choose for which project

MobileWebsite

?Responsive

?

?

?

??

? Apps

?

At Aperto we developed a common understanding trough all disciplines

ResponsiveWebdesign

Adaptive Device Templates Native Apps

Furthermore we eleborated different implementation strategies and criterias

ResponsiveWebdesign

Adaptive Device Templates Native Apps

Aperto classified three different mobile implementation options

21

Responsive Web Design Adaptive Web Design

Device Templates OS und App StoresAdaption to screen size

Native Apps

Aperto classified three different mobile implementation options

22

ResponsiveAdaption to screen size

1

Adaptive Web DesignMobile HTML5 templates

Aperto classified three different mobile implementation options

23

2

Aperto classified three different mobile implementation options

24

Native AppsOS and App Store

3

Responsive Webdesign

Desktop AppsApps and

Hybrid-AppsApps and

Hybrid-Apps

Adaptive Device TemplatesSingle pages / Modules

Adaptive Device TemplatesSingle pages / Modules

Responsive Webdesign

Responsive Webdesign

Adaptive Device Templates

Responsive or AdaptiveTemplates

The key to success is the combination of different strategies

Responsive Webdesign

Desktop AppsApps and

Hybrid-AppsApps and

Hybrid-Apps

Adaptive Device TemplatesSingle pages / Modules

Adaptive Device TemplatesSingle pages / Modules

Responsive Webdesign

Responsive Webdesign

Adaptive Device Templates

Responsive or AdaptiveTemplates

The way EADS goes …

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

We suggest to serve desktop and tablet with a responsive site

28

HTML-page 1

1 page in CMS

HTML-page 2

Also a smart combination of responsive code and specific templates for mobile is possible

29

1 responsive HTML-Code

1 page in CMS

Singlepages

30

The goal: Delivering the EADS content tailored to devices and target groups

Magnolia-powered Mobile App of the year 2012

Up To Planet iOS App

Investor Relations iOS App

Desktop / Tablet Website

31

The responsive layout serves the “bigger” screens.

From desktop screen to iPad MiniSmooth adaptionClear rules on behaviour of contentWork in progress: only the Investor Relations landing page is “responsive”

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

IR iPad App

Designed for specific target groups

Deliverance of CMS content with focus on customiziation

Usage of native free editable widgets

How to serve CMS content to a native iPad app?

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

Conte

nt

C O P E

C = ContentO = OnceP = PublishE = Everywhere

Our cross-device approach based on a COPE ready CMS

Editors create content once

API

Tablet / DesktopMobile

Magnolia CMSONE content source for all relevant channels

IR iPad App Up To Planet App

39

01Develop a customized multi-device strategy

02Use one content source to serve all channels

03Make your web estate ready for a multi- and cross-device world

04Develop native apps with ADDED VALUE for dedicated target groups

Take Aways

…be prepared …reduce costs …do it …create value

!!How many devices do you use?

Adriano Bezerra-Delaunay, Teamlead Consulting

adriano.delaunay@apertomove.de

Rainer Blumenthal, Senior IT Manager

rainer.blumenthal@aperto.de

Copyright © Aperto AG

Alle Erkenntnisse, Unterlagen und Methoden, die Aperto bei den vorgelegten Konzepten erarbeitet hat, bleiben ausschließlich geistiges Eigentum von Aperto. Die Auswertung der vorgestellten Werke in Form von Ideen, Texten, grafischen Arbeiten, Planungen, Fotos, Bild- & Tonmaterial und/oder anderen Speichermedien, die mit diesem Konzept zur Verfügung gestellt werden, ist ausdrücklich auf die Verwirklichung des Konzepts mit Aperto beschränkt. Die Nutzung ist nur frei im Rahmen eines Vertrages mit den Schöpfern und seiner Erfüllung. Nur für den Fall, dass ein Vertrag mit den Schöpfern und/oder den Auswertungsberechtigten zustande kommt, werden Nutzungsrechte eingeräumt. Dann bestimmt sich je nach Verwendungszweck der räumliche, zeitliche und inhaltliche Umfang des Nutzungsrechts sowie die eingeräumte Nutzungsart. Eine von diesen Bedingungen abweichende Auswertung und/oder Nutzung - ganz oder in Auszügen - sowie die Weitergabe an Dritte stellt eine Urheberrechtsverletzung mit allen rechtlichen Folgen dar.

©©

Please note