Mobile to Dethrone Desktop The mobile web will dethrone desktop sites according to the December 2013 Forrester Research, Inc., report entitled "Mobile App or Mobile Web? It's A Choice, Not A Battle." We believe this means mobile sites will replace traditional desktop user interfaces within the next three years. As this mobile standard for the customer experience approaches, it’s up to you to choose between mobile apps or mobile web. Do your customers expect deeply engaging and interactive experiences? Or, is it more advantageous to deliver consistent experiences on every device? Watch full webinar: http://bit.ly/1ovtNQ8

1. Mobile App or Mobile Web?
It’s A Choice, Not A Battle

2. Svetla Yankova
Senior Solutions Consultant
Telerik Sitefinity CMS
Introductions
Ted Schadler
VP & Principal Analyst
Forrester Research
Grigori Karanikolov
Senior Sales Engineer
Telerik Sitefinity CMS
Matt Dugan
Director Partnership Marketing
MetLife Stadium
Aaron Eisberg
Marketing Director
Aptera Software
Art Sbarounis
Partnerships Manager
AmericanEagle.com
Rob Sanders
Sr. Project Manager
AmericanEagle.com

3. Agenda
Ted Schadler: The Mobile Mind Shift, App, Web, or Hybrid?
MetLife Stadium case study
Indiana Tech Campus case study
Sitefinity Demo

4. Building A Great Mobile Experience:
App, Web, or Hybrid?
Ted Schadler, Vice President & Principal Analyst
Coauthor of The Mobile Mind Shift (May 2014)

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Agenda
› What is the mobile mind shift?
› Mobile app, mobile web, or hybrid?
› A practical approach to making the choice

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The mobile mind shift is the
expectation that I can get what
I want in my immediate context
and moments of need.
Image source: Associated Press (AP.org), picture taken by Michael Sohn

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Companies
Platforms
People
Processes
Mind Devices Applications
The mobile mind shift will penetrate the
beating heart of your business

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Companies
Platforms
People
Processes
Mind Devices Applications
The mobile mind shift will penetrate the
beating heart of your business
2.3 billion
people will
have
smartphones
by 2018
1M apps
today;
10M apps by
2018
200M public
Web sites
today, all of
which must
be mobilized
$189B spent
re-
engineering
business for
mobile by
2018
$25T of GDP
affected by
2020
(McKinsey)

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Entrepreneurs & innovators create and
fulfill the mobile mind shift

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They target mobile moments to do so
Image source: Inc. (http://www.inc.com)
A mobile moment is a point in time and space
when someone pulls out a mobile device to get
something they want in their immediate context.

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Identify the mobile moments on your
customer’s journey

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What matters in a mobile moment?
› Who is pulling out what kind of device?
› What is her motivation?
› What is her physical and situational context?
› What can you do to serve her in that moment?

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Agenda
› What is the mobile mind shift?
› Mobile app, mobile web, or hybrid?
› A practical approach to making the choice

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You have a choice to make
› Mobile web is the right solution for reach – and budget
› Mobile apps reign supreme for interactive experiences
› Hybrid apps are a blend of reach and engagement

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Mobile web pros and cons

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Characteristics indicating mobile web
› If discovery is a challenge
› If less frequent engagement . . .
› . . . and lighter weight functionality
› If you have skills and tools available
› If you have multinational end users

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Mobile app pros and cons

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Characteristics indicating mobile app
› If working offline
› If experiences must be “native” to the platform
› If using sensor-rich interactions
› If utilizing app to app integration

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Hybrid pros and cons
› Pros
• Always lives as an icon
• Carries a persistent security framework
• Efficient reuse of Web content and code
› Cons
• The app must go through app store processes
• Same discoverability challenge as apps
• Not as engaging as mobile apps

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Agenda
› What is the mobile mind shift?
› Mobile app, mobile web, or hybrid?
› A practical approach to making the choice

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Start with two ends of the spectrum
If you are
delivering . . .
. . . A context-rich
experience on a
wide variety of
devices over
quality networks
. . . a highly
interactive or
transaction
experience on
targeted devices
Mobile Web
Mobile App
Hybrid

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HybridMobile app Mobile web

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Take a team-based, data-driven
approach to make the best choice
1. Assemble a decision team from marketing, business, and IT.
2. Conduct competitive and peer reviews to orient the team.
3. Use data to inform your decision: device, context, audience.
4. Make a choice, then adjust and expand as you learn.

24. Thank you
Ted Schadler
tschadler@forrester.com
blogs.forrester.com/ted_schadler
@tedschadler

25. Customer Case
MetLife Stadium & americaneagle.com

26. MetLife Stadium Representative
Matt Dugan, Director, Partnership Marketing
Americaneagle.com Representatives
Rob Sanders, Sr. Project Manager
Art Sbarounis, Partnerships

27. Who is MetLife Stadium?
Opened in the Spring of 2010, a Premier Sports & Entertainment Venue in the country’s
largest media market at a cost of $1.6 billion.
First building owned and operated by two iconic NFL franchises, the New York Jets &
New York Giants
Each year, MetLife Stadium hosts 20 NFL games (twice as many as any other NFL
stadium), major concerts and entertainment events, college sporting events,
international soccer matches, motor sports, and family shows.
Since opening, the Stadium has been named the Top Grossing Stadium in the World!
Was host of SuperBowl XLVIII on February 2, 2014.

28. MetLifeStadium.com – Our Goals
Old Site did not have a Content Management System. We wanted to build a new site and have
ultimate flexibility on adding events (as our events are released within short timeframes) as well
as manage all of the static content for our visitors.
Ability to update the site at a moment’s notice in case of a promotion, new event, or emergency
situation, no matter if on a desktop or mobile device.
Build a mobile friendly responsive website that caters to our mobile audience. Most fans or
entertainment guests look up information on parking and directions on their way to the stadium.
With SuperBowl XLVIII on the horizon, we realized we had many issues to resolve with site
performance and hosting.
Promote our Sponsors effectively including our main Cornerstone Partners.
Bring a better awareness of our Hospitality offerings for private events.
Build a stronger social media presence.
Ultimately, the website helps the stadium fill seats. We wanted to make sure that the site
exuded strong event promotion and effective communication for the event fans.

29. MetLifeStadium.com – Our Approach
Close collaboration with Americaneagle.com. Our teams met face-to-face on multiple
occasions throughout the development process. We understood our vision and wanted
to make sure that vision was shared by our web developer.
Strategic meetings to put all of our current site issues out on the table.
We understood that we needed to cater more to our mobile audience.
Hosting Environment:
Our old site hosting environment was not ideal for meeting the demands of our
audience.
With the world’s largest sporting event, SuperBowl XLVIII, approaching quickly
within months, we also had to take action.

30. MetLifeStadium.com – Benefits of Sitefinity
We are now able to control all content within our web presence.
Sitefinity has made it easy to control the space in which we promote our Sponsorships,
Upcoming Events, News, Videos, and Social Media.
The CMS allows us to easily enter information and not worry about the information
posting in a way that will affect our mobile users.
Overall, our new site has been created to be “Simple” so our fans can find information
quickly.
The ability to create forms based on inquiries for hospitality, sponsorship and general
contacts has been huge to our communication goals.
We extended Sitefinity to automatically hook into social, news and video feeds from the
Jets & Giants, which keeps fresh content flowing into our homepage media wall.
Our media wall is flexible to promote events in a standard or creative way utilizing a grid
format.

31. MetLifeStadium.com – Advice to Others
Have your site goals laid out before you start your project.
Work with an established development firm that will work side-by-side and
collaborate/share/understand your goals.
Ask questions as if you are the audience and put use-case scenarios together to make
sure you are meeting your audience goals. i.e. Fans that have left the city and on their
way to the stadium but don’t know parking details when they arrive.
Ask questions on the CMS platform to make sure it is an accessible system that can be
easily administered by a non-technical staff.

32. MetLifeStadium.com – Our Result

33. MetLifeStadium.com – Quick Stats
Data Point #1: Aggregate Visits
Time Frame: Jan 1st to Feb. 8th

34. MetLifeStadium.com – Quick Stats
Data Point #1: Visits by desktop, tablet and mobile
Time Frame: Time segmented by pre conference, post conference and Super Bowl
Metlifestadium.com gets a good amount of traffic from mobile, but on Super Bowl Sunday, Smartphone usage went
up substantially, from around 30% up to 54%.

35. MetLifeStadium.com – Additional Information
Americaneagle.com ran the site on two load-balanced, dedicated web servers and a
dedicated database server using Sitefinity Load Balancing
Americaneagle.com had a war room set up to monitor the MetLife stadium website during
the Super Bowl; Sitefinity/Telerik had resources on-call to assist in case of an emergency
Americaneagle.com worked closely with Sitefinity to prep for the event. CDN caching
functionality was added to improve performance.

36. Indiana Tech
Mobile Application Case Study

37. What does your company do?
Aptera Software, Inc. looks for user-friendly solutions to
business problems, through our six verticals…
Web Design & Development
Mobile Applications
Business Intelligence
SharePoint
.NET
Cloud
We have a focus on custom solutions, using tools with a
strong reputation and then building on those to create
solutions that uniquely answer the challenge of our clients’
business.

38. What is the scenario and your goal?
Give Indiana Tech a unique way to present their campus
to students, prospects and other visitors.
The requested features were:
Engaging map
Ability to learn more about a specific location
Ability for App to run offline
Ability to give a non-tech savvy user the ability to
update the content in their app without coding or re-
publishing it to the app stores and marketplaces

39. Indiana Tech Mobile App - Demo

40. Thank You!
Aaron Eisberg
Marketing Director
Aptera Software
aeisberg@apterainc.com (@aeisberg)
Aptera Blog: blog.apterainc.com
@apterasoftware

41. How did you choose a technology approach?
Something custom vs. Sitefinity
Our Discovery process method

42. What has been the benefit of the Telerik solution in meeting
your need?
Leveraging Sitefinity out-of-the-box technology
In the end, through custom list management, we
were able to provide Indiana Tech with almost
total customizability

43. Any advice to a friend tackling something similar?
Think about installed app vs. web app
Planning for new operating system
versions
Creating a native app for multiple
operating systems

44. Thank You!
Aaron Eisberg
Marketing Director
Aptera Software
aeisberg@apterainc.com (@aeisberg)
Aptera Blog: blog.apterainc.com
@apterasoftware

45. Demo

46. Thank you!
+1-866 SITEFIN
sales@Sitefinity.com