Strategic guide for bringing content to mobile devices

Strategic guide for bringing
content to mobile devices
How marketers can navigate the increasingly murky
waters of mobile platforms, devices and services
Read On.
Read On.
Read On. Read On.
Read On.
Read On.About this whitepaper
The results and advice in Strate-gic guide for bringing content to mobile devices are based on research conducted prior to creat-ing the product roadmap for mobile content delivery at Zmags.
The content is protected by copy-right and cannot be duplicated with-out permission from Zmags Inc, 320 Congress Street, Boston MA 02210, USA.
The author or any other advisors distributing this guide can under no circumstances be held responsible for any damage or business impact from taking advice from this white-paper.
To contact the author directly, please email Theis Sondergaard, Senior Product Manager at theis@zmags.com
Published June 2010 - all rights reserved.Strategic guide for bringing content to mobile devices Read On.Contents Read On.
Executive Summary 4 Read On. Read On.
The New Shape of Online Content Delivery 5
Repurpose Your Content - Rethink Your Concept 7
The Lay of the Land 8 Read On.Data Matters, Not Devices 10 Read On.Build it and They Will Come? 12
Complexity 13
Apps vs. Browsers 14
Tablets - the Expansion of Mobile 17
The Future of Flash and HTML5 18
Flash is Everywhere - Except Mobile 18
Adobe is Moving On 19
What is HTML5? 20
HTML5 and Mobile Users 22
HTML5 is Not a Full-Fledged Alternative to Flash 22
Conclusion 23
Sources 24
About Zmags 24
3Strategic guide for bringing content to mobile devicesExecutive Summary
Executive Summary
This whitepaper will give you an Focus on iPhone and Android overview of the rapidly changing for now - create a Webkit optimized mobile arena, and provide insights experience without using Flashand inspiration regarding how to ad-dress the growing mobile market. Make sure your normal web-site has a workable mobile version Key points: without Flash - this is the entry point for most of your mobile audi- The mobile arena is messy and encecomplex, and it's not getting better any time soon. It will increase in Flash is not dead - but on mo-complexity and continue to change bile devices you need to ignore it for rapidly now
There's no magic solution - it HTML5 is the future of the will take effort to bring your content web - but not quite the present. Use to a mobile audience if you want the it for video playback on mobile de-full effect of reaching your audience viceson the move Cover the mobile browser first, Don't get bogged down in tech- then consider apps if your need for nology - focus first and foremost on advanced interactivity is highyour content and your product offer-ings Zmags mobile solution - we walk the talk. It's browser-based and Repurpose, re-think. Respect optimized for Apple and Android the size of the screen, the nature of devicesthe device and the mindset of your audience Happy reading!
4Strategic guide for bringing content to mobile devices Read On.The New Shape of Online Content Delivery Read On.
Read On. Read On.
Read On.
Read On.
The New Shape of Online Content Delivery
Remember the good ol' days of slow and buggy - but the upside was 2003? Delivering online content was that you could reach pretty much a simple choice of optimizing for everyone online as long as you made either Internet Explorer 5 or 6. Com- sure your content looked great on a bined, these two versions of Internet 17-inch monitor controlled by Win-Explorer had a whopping market dows, Internet Explorer and Flash in share of 95%. If someone asked an 800x600 resolution.for Safari compatibility, you would suppress a laugh and give a polite Then came the avalanche. The inevi-answer. And all data-traffic was go- table backlash for Microsoft on the ing to desktop or laptop computers. browser market, the rise of Google, Mobile devices were used for calling the resurrection of Apple, the intro-other people while online... [download for more]