managing content in_a_mobile_world

Alan Pelz-Sharpe Principal Analyst, Real Story Group

Managing Content in a Mobile World!

Exposing the real weaknesses and strengths of web and enterprise technology products

Copyright © 2011 Real Story Group www.realstorygroup.com

Real Story Group: What We Do

Analyze weaknesses and strengths of the tools....and vendors



3

Advise on successful technology selection


Agenda

•  Reality Today - Compromise

•  Six Considerations

•  Key Advice

•  What’s Next?


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


Our Playground


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


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


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.


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?


Key Concepts

•  Publishing Model – Pages Vs Components •  Device Adaptation •  Content Aggregation •  Content Production •  Setting Policies and Rules •  Services and Enterprise Considerations


Publishing Model – Pages Vs Components

OR


Publishing Model – Pages Vs Components

Content + Presentation = Final Page


Low Bandwidth Requirements Limited Screen


May Need to Break Pages

2

1


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)


Device Adaptation

•  Device Specific Capabilities and Limitations –  Adapting Content –  Adapting Layout/Templates –  Adapting Media Assets


Device Specific Capabilities

Text Only Orientation


Device Specific Capabilities

Mobile Interface Touch Interface


Adapting Your Content


Adapting Your Templates for Mobile


Adapting Your Media Assets

Same Images But: Different Sizes Different Formats


Content Aggregation

Source: wokidoki


One Screen on PC Browser

Multiple Screens on Mobile Browser

Content Production for Mobile Contributors


Services and Enterprise Considerations


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


Key Alternatives

Do Nothing Simple Repurposing

Broad Targeting

Fine Targeting


Option 1: Do Nothing


What About These?


Option 2: Simple Repurposing


Option 3: Broad Targeting


Option 4: Fine Targeting


CONCLUSIONS!


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


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?


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


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


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


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


Next Steps

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