111012 next media think tank hh heiko scherer responsive design thinking

clapp. powering your mobile strategy

Responsive Design ThinkingNext Media Think Tank - Hamburg, 10.10.2012

Beyond paper? Beyond PC!

everything else was ‘not mobile’...

full-sized keyboard

comfy chair

focused user

work surface

environment

privacy

unlimited data

reliable power source

reliable network

http://www.flickr.com/photos/fuzzcat/22019163

Das „Internet“ wie wir es kannten..

http://www.flickr.com/photos/anap/2878165366

turned on its head...this context has been..wird gerade auf

den Kopf gestellt!

Denis Waren (NYT): „The user is likely to read the Times on a tablet in the morning and in the evenings..“

„...and to use their phone as an “interstitial” news device during the day.“

News Brand Loyalty

63%

Desktop/Laptop

30%Smartphone

Tablet PC

25%

Cross Platform!

Source: The Future of Mobile News – A PEJ Infographic, September 2012

Nicht nur iPhones..

Device FragmentationBehold: The New Tower of Babel!

Android Device Market

128x160

320x480

480x800

240x320

1024x7681280x768

what isn’t...Screen Sizes

Different Resolutions and..

Responsive DesignProgressive Enhancement

The Boston Globe

480x Mobile Landcape

320x Mobile Portrait

960x Laptop Browser

600x Tablet Portrait

768x Tablet Landscape

Quartz.com

“It sounds sort of silly to say this, but anyone can navigate directly to any of our stories. You can’t do that in the app store world.”Zachary Steward

Business Benefits

• Kontinutität, Einheitlichkeit und Offenheit

• Geringerer Entwicklungsaufwand

• Kostenvorteile und Geschwindigkeit

• Unabhängigkeit von Plattformen (Apple, Google, Amazon)

Business Problems• HTML5 noch längst nicht ausgereift..

• Einschränkung Features und User Experience

• Ad Sales Formate und Technologie

• Build once - debug everywhere!?

• Die übliche „Internet-Payment-Hürde“

Multi-Platform-User

Einmal kaufen - über all Lesenincl. „Whisper Sync“

"Hardware becomes irrelevant soon" - Jeff Bezos

Kohärenz Screen Sharing

Übertragung Ergänzung/2nd Screen Simultanität

Synchronisierung

From Ownership to Access

Pay once! Play on anything! Play everywhere!Play everything!Share with everyone!

Kostenlos Y EUR Z EURX EUR

?

Ein Inhalt, X-Produkte

Ein Service, ein Preise

Personalisierung

Synchronisierung

SameContent

DifferentContext

Danke für die Aufmerksamkeit!

clapp. powering your mobile strategy

clapp mobile GmbHWiener Str. 3510999 Berlin+49 (0) 30 610 73 148+49 (0) 174 180 5909skype: heiko.schererhs@clapp.de; www.clapp.de