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Managing content in_a_mobile_world

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Managing content in_a_mobile_world

  1. 1. 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. 2. Real Story Group: What We Do Analyze weaknesses and strengths of the tools....and vendorsCopyright © 2011 Real Story Group www.realstorygroup.com
  3. 3. Real Story Group: What We Do Advise on successful technology selectionCopyright © 2011 Real Story Group 3 www.realstorygroup.com
  4. 4. Real Story Group: What We DoCopyright © 2011 Real Story Group 4 www.realstorygroup.com
  5. 5. Agenda •  Reality Today - Compromise •  Six Considerations •  Key Advice •  What s Next?Copyright © 2011 Real Story Group www.realstorygroup.com
  6. 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 devicesCopyright © 2011 Real Story Group www.realstorygroup.com
  7. 7. Our PlaygroundCopyright © 2011 Real Story Group www.realstorygroup.com
  8. 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. EnterpriseCopyright © 2011 Real Story Group www.realstorygroup.com
  9. 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 applicationCopyright © 2011 Real Story Group www.realstorygroup.com
  10. 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.Copyright © 2011 Real Story Group www.realstorygroup.com
  11. 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?Copyright © 2011 Real Story Group www.realstorygroup.com
  12. 12. Key Concepts •  Publishing Model – Pages Vs Components •  Device Adaptation •  Content Aggregation •  Content Production •  Setting Policies and Rules •  Services and Enterprise ConsiderationsCopyright © 2011 Real Story Group www.realstorygroup.com
  13. 13. Publishing Model – Pages Vs Components ORCopyright © 2011 Real Story Group www.realstorygroup.com
  14. 14. Publishing Model – Pages Vs Components Content + Presentation = Final PageCopyright © 2011 Real Story Group www.realstorygroup.com
  15. 15. Low Bandwidth Requirements Limited ScreenCopyright © 2011 Real Story Group www.realstorygroup.com
  16. 16. May Need to Break Pages 1 2Copyright © 2011 Real Story Group www.realstorygroup.com
  17. 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)Copyright © 2011 Real Story Group www.realstorygroup.com
  18. 18. Device Adaptation •  Device Specific Capabilities and Limitations –  Adapting Content –  Adapting Layout/Templates –  Adapting Media AssetsCopyright © 2011 Real Story Group www.realstorygroup.com
  19. 19. Device Specific Capabilities Text Only OrientationCopyright © 2011 Real Story Group www.realstorygroup.com
  20. 20. Device Specific Capabilities Mobile Interface Touch InterfaceCopyright © 2011 Real Story Group www.realstorygroup.com
  21. 21. Adapting Your ContentCopyright © 2011 Real Story Group www.realstorygroup.com
  22. 22. Adapting Your Templates for MobileCopyright © 2011 Real Story Group www.realstorygroup.com
  23. 23. Adapting Your Media Assets Same Images But: Different Sizes Different FormatsCopyright © 2011 Real Story Group www.realstorygroup.com
  24. 24. Content Aggregation Source: wokidokiCopyright © 2011 Real Story Group www.realstorygroup.com
  25. 25. Content Production for Mobile Contributors One Screen on PC Browser Multiple Screens on Mobile BrowserCopyright © 2011 Real Story Group www.realstorygroup.com
  26. 26. Services and Enterprise ConsiderationsCopyright © 2011 Real Story Group www.realstorygroup.com
  27. 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 dashboardsCopyright © 2011 Real Story Group www.realstorygroup.com
  28. 28. Key Alternatives Simple Broad Fine Do Nothing Repurposing Targeting TargetingCopyright © 2011 Real Story Group www.realstorygroup.com
  29. 29. Option 1: Do NothingCopyright © 2011 Real Story Group www.realstorygroup.com
  30. 30. What About These?Copyright © 2011 Real Story Group www.realstorygroup.com
  31. 31. Option 2: Simple RepurposingCopyright © 2011 Real Story Group www.realstorygroup.com
  32. 32. Option 2: Simple RepurposingCopyright © 2011 Real Story Group www.realstorygroup.com
  33. 33. Option 3: Broad TargetingCopyright © 2011 Real Story Group www.realstorygroup.com
  34. 34. Option 3: Broad TargetingCopyright © 2011 Real Story Group www.realstorygroup.com
  35. 35. Option 4: Fine TargetingCopyright © 2011 Real Story Group www.realstorygroup.com
  36. 36. CONCLUSIONS!Copyright © 2011 Real Story Group www.realstorygroup.com
  37. 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 •  RenderingCopyright © 2011 Real Story Group www.realstorygroup.com
  38. 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?Copyright © 2011 Real Story Group www.realstorygroup.com
  39. 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 textCopyright © 2011 Real Story Group www.realstorygroup.com
  40. 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 sCopyright © 2011 Real Story Group www.realstorygroup.com
  41. 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 segmentsCopyright © 2011 Real Story Group www.realstorygroup.com
  42. 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 mobileCopyright © 2011 Real Story Group www.realstorygroup.com
  43. 43. Next Steps Get a free sample of RSG research:! http://realstorygroup.com/Sample/ Purchase a report now: http://www.realstorygroup.com/Purchase/ Learn about our Premium Subscription options: http://www.realstorygroup.com/Subscribe/ Contact us for more information: –  info@realstorygroup.com –  Twitter: @realstorygroup Contact us today to get –  + 1 800 325 6190 (USA) a free tour of our + 44 (0) 20 3318 1911 (UK) subscription offerings. + 1 617 340 6464 (Intl)Copyright © 2011 Real Story Group www.realstorygroup.com

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