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The Ektron Mobile Maturity Model

This document outlines a straightforward model for assessing where your organization stands today with your mobile initiatives, and where you should be going. Business and IT readers can use this document to understand how effectively you are using mobile as a channel today - to find and connect with prospective customers, engage your site visitors, and convert and keep them as customers. It also creates a roadmap for future mobile efforts.

How mature is your mobile web experience? Read on to determine where you rank, and where you should be headed.
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THE EKTRON MOBILE MATURITY MODEL !

Mobile is changing the way people communicate and how companies do business with their customers. More people are accessing the Web via their smartphone or tablet every day. Forrester predicts that more than 1.4 billion smartphones will be in use by the end of 2013.1 Thats 20% of the worlds population, and doesnt even factor in tablets. In the United States, 85% of adults own a cellphone and 56% access the Internet on their phones.2 Tablet shipments will reach 240 million in 2013, surpassing shipments of notebooks by 16%.3 According to Flurry, time spent on mobile applications in 2012 increased 35%, up to 127 minutes a day from 94 minutes a day in 2011. In comparison, time spent watching TV remained flat at 168 minutes. If that trend continues, mobile usage will eclipse TV in 2013.4 All these statistics point to the growing urgency for organizations to deliver content across multiple channels that fully engages their customers, no matter how those customers access your website. Have you formulated your mobile strategy yet? If you havent, time is growing short.

The Ektron Mobile Maturity Model

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!!!! About the Ektron Mobile Maturity Model

THE EKTRON MOBILE MATURITY MODEL !

Developing a desktop website when the web first became mainstream in the 1990s was in itself a daunting task. With the emergence of mobile devices in the past few years, organizations now have significantly more functionality to consider and additional opportunities for interactive experiences that can help you connect with site visitors. Organizations need to treat mobile as a primary prospect and customer channel. Ektron has created a Mobile Maturity Model to help you identify where you are today, and what techniques and approaches you can utilize for a mobile-centric future. No matter what stage you are in today, or where you aspire to be, the foundation of any great mobile experience is content. Even if you have amazing mobile technology and a great design, without relevant, engaging content, your mobile strategy will fall flat. The more you can do to include targeted content, for example, with different offers for prospects vs. customers, the more easily your organization will be able to achieve your mobile goals. The remainder of this paper provides details about each stage of the Mobile Maturity Model, and how targeted relevant content will deliver an engaging, high impact mobile experience.

The 4 Levels of the Ektron Mobile Maturity Model


1. Forget it
This level is where organizations are staying stagnant, and ignoring the trends that are increasing each and every day. The key indicators of being in this stage are: Extensive use of Flash Fixed page layout instead of floating element layouts Slow page loads, heavy use of bandwidth Very complex navigation

Many organizations are in this stage today, not because they want to be, but because their legacy of building for older desktop browsers of the late 1990s and early 2000s may appear too challenging to overcome. For example, Flash-driven sites such as the main site for high-end jeweler Cartier, (http://www.cartier.com) looks terrific through a traditional browser equipped with the Flash plug-in. But that same content doesnt work on smartphones and tablets. In fact when you go to cartier.com on a mobile device all you see is a

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blank page. Content that is fantastic on a desktop or laptop will only display an advisory that you need Flash Player to view this site, or wont render at all as you can see on the phone on the right.

When it comes to slow page loads or complex navigation, a one second delay in page response can result in a seven percent reduction in conversions. Navigation with many different expanding levels is not only hard to use on mobile devices, but can significantly degrade performance. Lets put this into perspective. From a commercial standpoint, if your sites goal is to make $100,000 / day, a one-second page delay could cost you $2.5 million in lost sales. Slow page loading times also hinders SEO. Anything over three seconds of load times will negatively impact your search rankings. Whether your website is for a commercial enterprise, an association soliciting membership, a nonprofit seeking donations, or a university driving admissions, you can make the comparison to your own situation and consider the impact a slow site might be having on your goals.

Average time on site from mobile phones has increased 52% since 2009.5

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2. Mobile Focus
Organizations at this level have a subset of their high-value pages render correctly on a limited set of mobile devices. Mobile Focus is typically characterized by companies that go down the m dot route, where there is the primary website such as, www.site.com, and a subsite, m.site.com, to handle mobile traffic. The main site redirects to the mobile site when it detects a mobile device such as cell phone or tablet. The key capabilities in Mobile Focus include: Support for industry-standard devices Common screen sizes for the pages that have been repurposed to be mobile-friendly Simplified navigation for the few mobile-enabled pages Some mobile browser detection capabilities The Mobile Focus approach still supports more desktop browser-like user interactions, basically creating a subset of a standard desktop-driven web browser. The Mobile Focus level describes organizations that have taken significant steps in the right direction, but still have additional work ahead of them for a complete, mobile centric digital experience. A good example of a mobile focus site is the El Conquistador resort in Puerto Rico. Part of the Waldorf Astoria family, the hotel automatically detects mobile visitors and redirects them to m.elconresort.com. The site has a subset of pages compared to the full site, shortened content, and streamlined navigation. However, one of the most compelling features on the desktop site are the videos showcasing the resort. While the m.dot site includes mention of videos, no videos actually appear.

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With a clear mobile focus, this resort has delivered some solid mobile capabilities, but has additional work to do really be Mobile Friendly or Mobile First.

3. Mobile Friendly
This level should be the baseline for any organization with a website in 2013. Mobile Friendly is a commitment by your organization that it will provide a sitewide mobile experience for all visitors. The indicators of a Mobile Friendly site include: Optimization for speed Design is fluid and not fixed Works on a variety of different device screen sizes, and may even surface different capabilities based on device type Mobile-enabled search Thumb and finger friendly navigation An example of a Mobile Friendly site is TriHealth (http://www.trihealth.com). With 2 hospitals, more than 80 locations, and 10,000 employees, this health system provides great care for those in the Cincinnati, Ohio area.
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TriHealth opted for a responsive design approach. This means building one site that adapts to smartphones and tablets based on device profiles and screen sizes. The strategy included simplifying the navigation, making it touch friendly, making search a key component of the experience, and streamlining content for mobile. TriHealth has delivered a site that is focused on helping patients find doctors and get the care they need, quickly, regardless of what type of device they are on.

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4. Mobile First
Mobile First is a relatively new paradigm for organizations that are prepared to fully embrace the mobile revolution. Rather than starting with a traditional website developed for desktop browser viewing, the Mobile First doctrine 6, created by Luke Wroblewski, suggests starting with mobile design principles first and then enhancing that experience for a desktop web browser. The three tenets of the Mobile First doctrine are: 1. Mobile is exploding Its clear that mobile is well past the tipping point of consumer adoption and has forever changed computing. We are not going backwards at this point. There is an opportunity to make your overall service and visitor experience better through a focus on mobile.

Mobile commerce is on pace to quadruple to $31 Billion by 2018.7


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2. Mobile forces you to focus As Luke Wroblewski notes,8 There simply isn't room in a 640 by 960 pixel screen for extraneous, unnecessary elements. You have to prioritize. Too many websites have become like an episode of Hoarders, where the organization is throwing unrelated promotions, links, images and videos to their pages to answer the needs of internal stakeholders rather than for the benefit of the websites audience. When you move to mobile, youve lost approximately 80 percent of your canvas and are now forced to focus on whats important not to you, but to your visitors. Taking a minimalist approach can help with design, but there is an additional aspect of new tools and interactivity that can be included to improve user experiences. However, the most important part of development is to think about your audience and users need to do, not what your marketers or content authors or even executives need to do when visiting the website. 3. Mobile extends your capabilities The Web has always evolved the experience it delivers to visitors, only constrained by the limitations of Web browsers. Beginning as a simple view a page experience, the use of JavaScript, plug-ins, add-ons and applications have allowed web designers to deliver richer and more engaging content to their visitors. Now, new mobile capabilities are leaving desktop browsers far behind which opens up a new world for connecting visitors to your business. Consider precise location information provided by GPS, Near Field Communication, accelerometers, as well as camera and full touch capabilities. A Mobile First
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mindset will help your organization take advantage of these exciting new capabilities rather than being locked into an increasingly dated fixed desktop browser paradigm. Having a more intimate form of technology will contribute to a higher conversion rate, retention rate, and help boost loyalty.

Targeted, Relevant, Mobile Friendly Content


The foundation of any great mobile experience is content. Even if you make excellent use of the most advanced mobile technology, and have taken a Mobile First approach, if you dont have content that connects with your site visitors needs and their goals, then you cannot accomplish your objectives.

Giving your visitors the ability to do what they want to do instantly is the baseline for creating great mobile experiences.
The more you can surface content that is relevant to your audiences and works well on mobile devices the easier it will be to increase the quality and quantity of applications. Giving your visitors what they want to see and do instantly is the baseline for creating great mobile experiences. And you can take that same approach to engage and retain your prospects and customers. For example, a national chain of retailers can build their web site to use geo-location to display the closest store to where a visitor is currently located. And that same retailer, if they know the visitor is a customer, or a member of their loyalty program, can present relevant, personalized offers and promotions. Why force mobile visitors to have to navigate 2-5 pages into your site to find what they need, when you can surface it on the first page they land on? Having a great mobile experience starts with an understanding of your visitors and what they are trying to accomplish. With that knowledge, it becomes easy to design a first rate mobile experience and create and target content that matches visitors goals, ultimately boosting engagement.

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Conclusion and Next Steps


Ektron suggests that organizations first determine their mobile strategy to outline a clear vision of what they wish to accomplish with mobile. They can then develop a mobile roadmap and advance in their mobile maturity. Ektron recommends that any organization progress towards Mobile Friendly to provide visitors a site-wide mobile experience. And the ultimate goal is to apply a Mobile First mindset for a complete, mobile-centric experience. Taking that Mobile First approach helps your business accomplish its key goals for anyone on the web whether on a desktop, laptop, smartphone or tablet. Whatever your level of Mobile Maturity, marketers, content authors and web can look to Ektron for help including: Delivering personalized web experiences for mobile devices. These experiences help connect prospective and current customers to your business. That connection not only helps boost time on site, but will also help drive conversion and revenue. Helping you detect mobile devices and surface unique capabilities. There are numerous devices in the market that all have some differences in capabilities and, of course, size. Having a library database of all sizes and capabilities of these devices makes it easier to plan for delivery and design of content. Support for your Responsive Web Design approach. A responsive approach means that your site adapts to the device of the visitor. Ektron supports this approach. When its needed, Ektron can also help you assign device-specific templates to each device or device category to ensure an experience that meets the needs and purposes of every mobile visitor. Geo-targeting content for localized demand in real-time. Showing local, relevant content helps boost engagement and provides added value for mobile visitors. Optimizing your site for speed with adaptive image resizing. Slow page load times can drastically hurt a users experience. Being able to adapt and resize an image automatically can increase visitor time and engagement on a site.

For more information, visit www.ektron.com or contact your Ektron representative today.
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http://venturebeat.com/2013/02/14/forresters-top-10-trends-for-mobile-in-2013/ http://www.pewinternet.org/Reports/2012/Cell-Activities/Main-Findings.aspx

http://www.displaysearch.com/cps/rde/xchg/displaysearch/hs.xsl/130107_tablet_pc_market_forecast_to_surpass_notebooks_in_2013.asp! http://adage.com/article/special-report-look-ahead-2013/mobile-predictions-2013/239122/ http://www.emarketer.com/newsroom/index.php/consumers-spending-time-mobile-growth-time-online-slows/ 6 http://www.lukew.com/ff/entry.asp?933 7 http://mashable.com/2013/01/16/mcommerce-31-billion-2017-forrester/ 8 http://www.lukew.com/ff/entry.asp?933


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