More Related Content Similar to Managing content in_a_mobile_world Similar to Managing content in_a_mobile_world (20) More from QuestexConf (20) Managing content in_a_mobile_world1. Managing Content in a Mobile World!
Exposing the real weaknesses and strengths of web
and enterprise technology products
Alan Pelz-Sharpe
Principal Analyst, Real Story Group
2. Real Story Group: What We Do
Analyze
weaknesses and
strengths of the
tools....and
vendors
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3. Real Story Group: What We Do
Advise on successful
technology selection
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4. Real Story Group: What We Do
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5. Agenda
• Reality Today - Compromise
• Six Considerations
• Key Advice
• What s Next?
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6. Level Setting
• Obvious: Cell phones,
PDAs, Smartphones,
Tablets
• But What about:
– TV
– WII
– Non traditional, non
browser clients (Twitter
Client)
– App on a Mobile that
requires content
Its Really About Non-PC devices
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8. Mobile Content Management Dimensions
• 2 sides:
– Enterprise Content Publisher: I want to deliver content to mobile
environments.
– Manager: I want access to my Content Management application
on my mobile device.
Enterprise
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9. Mobile Content Management Dimension 1
• Enterprise Content Publisher: I want to deliver content to mobile
environments.
Enterprise
• Web sites
• Full or mobile version?
• SMS
• Applications
• Facebook, Twitter, company application
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10. Content Granularity
• The challenge: How granular does my content need to be?
• It becomes very important for you to carefully segment your content
into mobile-friendly chunks
• Consider the different information architectures required of the
different media formats.
• XML and Component Content Management Systems
• The technical transformation from XML may be trivial; the planning
beforehand is not.
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11. Mobile Content Management Dimensions 2
• Manager: I want access to my Content Management application on
my mobile device.
Enterprise
I want to manage content via my mobile device.
View, create, edit, approve, deny, comment on, publish, delete, archive?
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12. Key Concepts
• Publishing Model – Pages Vs Components
• Device Adaptation
• Content Aggregation
• Content Production
• Setting Policies and Rules
• Services and Enterprise Considerations
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13. Publishing Model – Pages Vs Components
OR
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14. Publishing Model – Pages Vs Components
Content + Presentation = Final Page
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16. May Need to Break Pages
1
2
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17. Device Adaptation - Examples
• The device may be touch screen or keyboard based
• The device has GPS capabilities or not
• There is variation based on manufacturer (e.g., Nokia,
Apple), screen sizes, browsers, operating system, and so
forth
• The telco has restrictions (2G Vs 3G, GSM or CDMA)
• The device can only send text messages or also multi-
media messages (MMS)
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18. Device Adaptation
• Device Specific Capabilities and
Limitations
– Adapting Content
– Adapting Layout/Templates
– Adapting Media Assets
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23. Adapting Your Media Assets
Same Images But:
Different Sizes
Different Formats
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24. Content Aggregation
Source: wokidoki
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25. Content Production for Mobile Contributors
One Screen on PC
Browser
Multiple Screens on
Mobile Browser
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27. Beyond Web Content
• Documents - Availability of Software on Mobile Handsets
• Integration with Enterprise Security
• Forms
• Workflows
• DRM
• Salesforce automation
• Managerial task approvals
• Contact information
• Calendars
• Timesheets
• Corporate travel tools
• Search
• Remote file sharing
• Managerial dashboards
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28. Key Alternatives
Simple Broad Fine
Do Nothing
Repurposing Targeting Targeting
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29. Option 1: Do Nothing
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31. Option 2: Simple Repurposing
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32. Option 2: Simple Repurposing
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33. Option 3: Broad Targeting
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34. Option 3: Broad Targeting
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35. Option 4: Fine Targeting
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37. Good News
Content Management and Mobile = Logical Partnership
• Separation of presentation and content
– Helps multi-channel delivery
• Content can be stored in logical chunks
• Display controlled by templates
• Rendering
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38. Duplicate content?
You will likely need multiple versions of content
Per device:
• iPhone, BlackBerry, Nokia, Samsung, etc. versions?
• Touchscreen vs. keyboard devices
Per viewing context:
• Browsers
• Applications
Per location:
• Bandwidth
Per content type:
• Large files need smaller versions?
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39. Mobile s Special Challenges
• Mobile devices usually live in lower bandwidth environments, with
limited screen display sizes
• Your standard pages may need to be broken across multiple
screens, with each screen short enough to be read quickly
• You need to label all navigation buttons with short, clear words that
instantly indicate what will happen when they are pressed
• Because entering text on a phone keyboard is currently tedious, you
may need to allow users to select options from menus rather than
typing long strings of text
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40. Rich Media s Special Challenges
• Mobile devices usually live in lower bandwidth
environments, with limited screen display sizes
– Push technology often required to prevent slow play /
buffering.
– On demand is a matter of interpretation
• Consider:
– 1h47 minute movie takes 28 minutes to download on Wifi to
an iPad; can t start watching until it s done
– Quicker and instant on a mobile phone
– File size to iPad version hundreds of MB s and Hi Res
– File size to phone – Low Res streamed KB s
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41. Summary
• Most content technology vendors claim support for delivery to mobile
devices, but the extent and depth of support varies substantially
across different marketplaces
• There are multiple ways to mobilize your content depending on the
functionality required on non-PC devices, but all require some degree
of technical and operational adaptation
• From a Web CMS perspective, the most critical requirement is a
component-oriented (as opposed to page-based) system, and the
controlled use of rich text editors
• Since mobile capabilities vary substantially from device to device,
publishing becomes an exercise in trade-offs
• Start with broad-brush targeting and adaptation, then refine your
toolset and approaches for more specific mobile customer segments
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42. Next
• Even more vertical-focused tasks
• Trials of other phases of the content lifecycle
– Imaging/ Capture
• iPad and competitors
• Virtual machines
• Early adopters are:
– Field sales force
– Legal / paralegal
– Law enforcement
– Healthcare
– Enterprises who figure out high-value, simple
tasks suited to mobile
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43. Next Steps
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